Business Profile Audit
Chapter 8 of 11A full check of one Google Business Profile with a score out of 100 and ten tabs of fixes and ideas.
Open the audit
At the top right you can copy the full report as text, download it as CSV, or print it and save as PDF. The print version includes every tab you opened.
- 1Find the business on Google Maps or in the local pack on Google.
- 2Click the "Audit" button on its SBMM row.
- 3A new tab opens with the Business Profile Audit. The first tabs fill in within a few seconds.
Overview
The gauge shows the profile score out of 100. Under 55 is red, 55 to 79 amber and 80 or more green.
Each check says pass, warning or fail: categories, description length, website, phone, opening hours for all 7 days, number of photos, number of reviews, rating, attributes, services, and whether the website shows the same phone and city and uses HTTPS and business schema.
Below that you find the business details: IDs to copy, hours, description, attributes, services and useful links.
Website match and NAP and duplicates
Website match puts the profile and the website side by side: name, phone, address and opening hours. Anything that does not match is flagged, because Google trusts businesses whose details agree everywhere.
NAP and duplicates looks for other Google listings with the same phone, a similar name or the same spot, which can be duplicates that split your reviews. It also gives one-click links to check the business on major directories yourself.
Schema check and Category ideas
Schema check reads the structured data on the website and checks it for a local business type, name, address, phone and hours. It then writes ready-to-paste schema code for you, with a Copy button.
Category ideas looks at the businesses that rank around this one and shows categories they use that this profile is missing, plus the most common primary categories.
Competitor gap and Rank check
Competitor gap compares the profile with its top 5 local competitors: categories, reviews, rating, photos, website strength and more. It lists "What you are missing" with the likely impact of each item.
Rank check shows where the business ranks for a keyword you type. The geo-grid checks the same keyword from 9 points around the business (1, 2, 3 or 5 km apart) and paints the results on a map, so you can see where you are strong and where you disappear.
Service pages, Local AEO and Reviews
Service pages reads the website sitemap, checks that each service of the business has its own page, and flags pages that look almost the same.
Local AEO scores how ready the website is to be quoted by answer engines and chat assistants: clear answers, FAQs, contact details, schema, and whether robots.txt blocks their crawlers. It also gives you ready links to try the questions yourself.
Reviews groups the reviews you have opened on Google Maps into themes such as service, price and waiting time, so you can see what people praise and what they complain about. Open the Reviews tab of the business on Maps first to load more of them.