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Google Business Profile Audit: 15 Checks and GBP Score
A Google Business Profile audit scores your GBP against the signals Google and AI assistants use to decide which local businesses to show. Search your business or paste your Google Maps URL. Get a 15-check score out of 100 with the exact fix per gap across categories, NAP, reviews, photos, posts and Q&A.
About the Tool
What this tool does.
A Google Business Profile audit scores your public Google Maps listing against the ranking factors Google and AI assistants actually use to decide whether to show you when someone searches for a business like yours.
Most small business owners log into Google Business Profile once, fill in the obvious fields, and never touch it again. Then competitors across town rank above them in every local search. This tool pulls your real public listing data, scores it against 15 ranking factors, and tells you in plain English which gaps are hurting you and what to fix first.
Six checks pull live from the Google Maps API (category, secondary categories, name, address, phone, website, star rating, review count). The other nine require either your dashboard login or a scrape of the live Google Maps page, which we do not do on the free tool. For those we give partial credit and tell you exactly what to confirm yourself. Audit the same business twice and you get the same score both times.
How your Business Profile is scored.
15 checks, 100 points. Weighted by Google ranking impact.
- Primary Category Set10 pts
- Review Count (25+ Ideal)15 pts
- NAP Complete (Name, Address, Phone)10 pts
- Hours Set for All 7 Days10 pts
- Photo Count (10+ Ideal)10 pts
- Average Rating (4.3+ Ideal)10 pts
- Secondary Categories (3+)5 pts
- Website URL Present5 pts
- Verified Business Badge5 pts
- Review Response Rate5 pts
- Recent Review Activity5 pts
- Posts in Last 30 Days3 pts
- Q&A Section Populated3 pts
- Appointment or Service Links2 pts
- Attributes Filled2 pts
Owner-only. You confirm these in your dashboard.
Hard cap at 55 when primary category or NAP is missing. Those block Google Maps visibility entirely.
73/100
GBP Health Score
Want to dominate Google Maps visibility?
Every audit is scored deterministically against 15 Google-documented ranking factors. We hand-fix your GBP, set up review request flows, author weekly Posts, respond to every review, and tune your attributes for the AI-citation queries your buyers actually ask.
FAQ
Frequently Asked Questions
What does a Google Business Profile audit check?
This audit scores a GBP across 15 Google-documented local pack ranking factors: primary category, secondary categories, NAP completeness, website URL, hours per day, review count, average rating, photo count, verified badge, review response rate, recent reviews, posts in last 30 days, Q&A, appointment or service links, and attributes count.
What is a good GBP audit score?
85 or higher is strong. 65 to 84 is solid with gaps. 40 to 64 needs work. Under 40 means significant work before you have Google Maps visibility. Hard cap at 55 if primary category or NAP is missing because those block local pack eligibility entirely.
How accurate is the GBP audit data?
The audit pulls real public Google Maps data via the Serper API and scores deterministically. Dashboard-only data (per-day hours, photo count, Q&A, posts, attributes) is marked UNKNOWN with partial credit so you can self-verify in your GBP dashboard. Same business audited twice returns the same score.
What are the biggest Google Business Profile mistakes?
Three mistakes crush most small business GBPs: (1) only one category set (should be primary plus 3+ secondary), (2) under 25 reviews with no response strategy, and (3) fewer than 10 photos. Fix those three and most businesses move from invisible to competitive Google Maps visibility within 60 days.
Does Google Business Profile matter for AI assistants?
Yes. ChatGPT, Claude, Perplexity, Gemini and Grok all crawl Google Maps data when answering location-aware queries like "best dentist near me" or "plumber in Phoenix". A thin GBP is nearly invisible to AI assistants even with strong website SEO. Review response rate, attributes and photo count are specific AI-citation signals.
What does NAP mean in a GBP audit?
NAP is Name, Address and Phone. The audit checks that all three are present, correctly formatted, and (for Phone) ideally a local area code because local numbers rank for "near me" queries better than 800 numbers. Mismatches between NAP across GBP, your website and directories suppress local pack ranking.
Is the GBP audit really free with no signup?
Yes. Free, no email, no signup. Rate-limited to 5 audits per IP per day because the Serper API costs real money per call. No lead gate, no retargeting pixel, no third-party trackers. For hands-on GBP overhaul, that is what the Middle Mann AI SEO and local SEO service covers.
Glossary
GBP terms used by the audit.
- Google Business Profile (GBP)
- The free Google-hosted listing that powers your business presence on Google Search and Google Maps. GBP is the number one ranking factor for local pack results and the primary data source every major AI assistant uses when answering "best X near me" queries.
- Google local pack
- The three-business map result that shows at the top of Google when someone searches for a service plus a city or "near me". Being in the local pack drives the vast majority of local click volume. Primary category and NAP completeness are the biggest ranking factors for local pack placement.
- NAP (name, address, phone)
- The business name, street address and phone number as they appear across Google Business Profile, your website and third-party directories. Mismatches between NAP sources (abbreviations, formatting, old phone numbers) suppress local pack ranking and confuse AI assistant citation.
- Review response rate
- The percentage of GBP reviews you have replied to publicly. Google confirmed in its 2023 Local Search guidance that response rate is a direct ranking factor. Businesses that reply to every review signal active ownership and get preferentially cited by AI assistants answering local queries.
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