A Practical Google Business Profile Audit

How to run a Google Business Profile audit

Work through the checks in order, documenting significant changes when more than one colleague manages the profile.

1. 1

   Sign in as an owner or manager

   Open your profile in Google Search, the Google Maps app or Business Profile Manager so you can see owner-only details such as people and access, and performance.

2. 2

   Look at it as a customer would

   On your phone, search for your business name and your main service plus your town. Note what appears and how your listing compares with nearby competitors.

3. 3

   Answer the self-audit

   Use the interactive self-audit on this page for a quick score, then use the checklists below for detail.

4. 4

   Score each area

   Use the scoring table further down to see where you're losing the most points.

5. 5

   Fix in priority order

   Start with ownership and accuracy, then work down. Don't spend an afternoon on photos while your phone number is wrong.

6. 6

   Check again in a few weeks

   Confirm your changes went live, and see whether calls, direction requests and website clicks have moved.

The GMB audit checklist

Tick each item that's true for your profile. Anything you can't tick is a fix to add to your list.

Ownership and access

• The profile is verified
• The primary owner is an account the business controls, not an agency or former employee
• At least two trusted people have owner access
• Everyone listed in people and access still needs it
• There are no duplicate listings for the same location

Business information

• The business name matches your signage exactly, with no added keywords
• The address is complete and the map pin sits on your entrance (or the address is hidden if you only visit customers)
• Service areas are set if you travel to customers
• The phone number is correct, local and answered during opening hours
• The website link works and goes to the right page for this location
• Regular hours are correct, and holiday hours are set for upcoming public holidays
• Name, address and phone number match your website and other listings

Categories and description

• The primary category is the most specific one that describes your main business
• Additional categories cover other services you actually offer, and nothing else
• The description explains what you do, who for and where, within 750 characters
• The description has no links, prices or promotional claims

Photos and videos

• A clear square logo is uploaded
• A cover photo shows the business at its best, with the main subject centred
• There are real, recent photos of the outside, inside, team, products or work
• New photos have been added in the last few months
• There are no blurry, dark or misleading images

Reviews

• Every review from the last few months has a reply
• Negative reviews have calm, helpful replies
• New reviews arrive regularly, not in rare bursts
• You ask every customer for a review, not only the happy ones
• Reviews that break Google's policies have been reported

Posts and activity

• There's at least one post from the last month
• Offers and events are current, and past ones have ended
• Suggested edits from the public or from Google have been checked

Services, products and attributes

• Your main services or products are listed, using the words customers search for
• Attributes such as accessibility, payment options and amenities are accurate
• Booking, menu or appointment links work, where your category offers them

How to score your Google My Business audit

Give each area points out of the total in the table below. The weights reflect how much each area affects customers and visibility, so accuracy and reviews count for more than posts.

• 85–100: a strong profile. Keep it active and re-audit regularly.
• 60–84: solid basics with gaps. Fix the lowest-scoring areas first.
• Below 60: customers are probably being lost. Start with ownership, information and categories.

What to fix first after a GMB audit

Work down this list. Each step protects or improves the ones below it.

1. 1

   Secure ownership

   Make sure the business owns the profile and remove anyone who shouldn't have access. If someone else controls it, claim your profile first.

2. 2

   Correct wrong information

   Fix hours, phone, address and website. These directly cost you visits and calls when they're wrong.

3. 3

   Fix your primary category

   Choose the most specific accurate option. Our categories guide explains how, and why big changes can trigger re-verification.

4. 4

   Reply to unanswered reviews

   Start with the most recent and the negative ones. See how to respond to Google reviews.

5. 5

   Fill content gaps

   Add or rewrite the description, list services or products, and set attributes.

6. 6

   Refresh photos

   Replace weak images and add recent ones of the premises, team and work.

7. 7

   Start a posting rhythm

   Plan a post every week or two so the profile always shows recent activity.

If your audit shows the profile isn't appearing at all, see why your business isn't showing on Google. If it's been suspended, fix the cause before anything else.

Free GMB audit tools: what they can and can't check

Many free GMB audit tools ask only for your business name. They're handy for a quick look, but they can only see what the public sees. A signed-in audit, by you or someone you've given access, sees much more.

A GMB audit for local SEO goes beyond the profile

Your profile works alongside your website. For a fuller local SEO audit, also check that each location has its own page with matching name, address and phone number, that the site appears in Google Search Console, and how you rank for your main searches. Our guides to local SEO and local rank tracking cover these checks.

How Ampli5 Pulse keeps profiles audited

A one-off audit goes out of date quickly. Hours change, reviews arrive, staff leave and Google applies edits. With one or two locations you can re-run the checklist every month. With dozens, you need something that flags problems for you.

Want a second opinion? The Ampli5 team runs category and optimisation audits as part of its done-for-you service. Talk to the team, or see how ongoing Google Business Profile management keeps every location in shape.

How often to run a Google My Business audit

Always run an extra audit after you move, rebrand, change your phone number or opening hours, lose a member of staff who had access, or notice a sudden drop in calls or direction requests.