Google Business Profile Audit Tool
Comprehensive audit of your Google Business Profile across 30+ optimization criteria. Get instant scoring, identify critical gaps, and receive AI-powered recommendations
Profile Completeness
Visual Content
Review Performance
Content & Engagement
Technical & Advanced
What is a Google Business Profile Audit?
A Google Business Profile (GBP) audit is a comprehensive analysis of your business listing across 30+ optimization criteria that directly impact local search rankings and customer engagement. Think of it as a health check for your most important local SEO asset.
Unlike a simple profile review, a proper GBP audit evaluates five critical dimensions: profile completeness, visual content quality, review performance, content engagement, and technical factors. Each dimension affects how Google ranks your business in local search results and how customers perceive your brand.
Critical stat: Complete Google Business Profiles get 7x more clicks than incomplete ones, and businesses with optimized profiles see 30% more calls and 42% more direction requests. In 2026, with AI-driven search becoming dominant, GBP optimization is no longer optional—it's essential for local business survival.
Why Your GBP Audit Score Matters for Local SEO
Local Search Rankings
- • 46% of all Google searches have local intent
- • GBP signals account for 25% of local pack rankings
- • Reviews alone influence 15.44% of ranking factors
- • Profile completeness is a top 3 ranking signal in 2026
Customer Conversions
- • 88% of mobile local searches result in action within 24 hours
- • 18% of local searches lead to a sale within one day
- • Optimized profiles see 50% higher conversion rates
- • Photos increase direction requests by 42%
Brand Trust & Credibility
- • 81% of consumers research businesses online before visiting
- • Complete profiles perceived as 2.7x more trustworthy
- • Responding to reviews increases trust by 40%
- • Verified profiles get 33% more engagement
Competitive Advantage
- • Only 44% of businesses have fully optimized GBP
- • 56% don't respond to customer reviews
- • Top 3-pack positions get 93% of all clicks
- • Optimized profiles can outrank larger competitors locally
Top Google Business Profile Ranking Factors (2026)
Verified status is non-negotiable. Google won't rank unverified profiles prominently. NAP (Name, Address, Phone) consistency across the web reinforces legitimacy. Inconsistent information triggers ranking penalties.
Your primary category must accurately match your core service. This is the #1 relevance signal. Secondary categories (3-5 recommended) expand your reach for related searches without diluting primary category strength.
Reviews account for 15% of local rankings. Google weighs recent reviews (last 90 days) heaviest. Review text containing service keywords creates "Review Justifications" that boost rankings for those terms. 10+ reviews is the minimum trust threshold.
Physical distance matters. While you can't control searcher location, accurate address verification and proper service area settings maximize your reach. "Near me" searches prioritize closest verified businesses.
User behavior signals tell Google your profile is valuable. High click-through rates, call volumes, and direction requests signal quality. This creates a positive feedback loop—better engagement leads to better rankings.
Profiles with 10+ photos get 2x more engagement. Photo views became a primary ranking factor in 2026. Upload 2-4 new photos monthly. Geotagged, high-resolution images (1200x900px minimum) perform best.
The "openness" signal is a major filter in 2026. Businesses showing as "Open Now" rank significantly higher during their hours. Accurate hours (including special hours for holidays) prevent ranking drops during closures.
Weekly Google Posts signal an active business. Posts appear in search and Maps, increasing visibility. They expire after 7 days, so consistency matters. Include calls-to-action and relevant keywords.
Q&A appears in search results and affects conversion. Unanswered questions (or competitor-planted negative answers) hurt credibility. Monitor weekly and respond within 24 hours. Seed your own FAQs.
Your linked website's authority and mobile-friendliness affect GBP rankings. Structured data (LocalBusiness schema) helps Google parse your information. Align GBP services with website service pages for consistency.
How to Fix the Most Common GBP Issues
Profile Not Verified
Why it matters: Unverified profiles don't rank and show limited information.
Fix: Request verification via postcard, phone, email, or instant verification (if eligible). Process takes 5-14 days for postcard. Check eligibility for instant verification through Google Business app if you have a verified website.
Insufficient Photo Count
Why it matters: Photos increase engagement by 42% and are now a primary ranking signal.
Fix: Upload minimum 15-20 high-quality photos covering: exterior, interior, products/services, team, work in progress, and customer interactions. Add 2-4 new photos monthly. Use 1200x900px or higher, properly lit, professionally shot images.
Low Review Volume or Velocity
Why it matters: Reviews are 15% of local rankings. Recent reviews matter most.
Fix: Implement systematic review requests. Send SMS/email within 24 hours of service with direct Google review link. Train staff to ask satisfied customers. Aim for 2-5 new reviews monthly. Use tools like Spokk to automate this process.
Not Responding to Reviews
Why it matters: 45% of customers more likely to visit after seeing thoughtful responses.
Fix: Respond to ALL reviews within 24-48 hours. Thank positive reviewers by name and mention specific details. For negative reviews, acknowledge, apologize if warranted, offer solution, and take conversation offline. Never argue or get defensive.
NAP Inconsistencies
Why it matters: Inconsistent Name, Address, Phone data confuses Google and triggers ranking penalties.
Fix: Audit all online citations (Yelp, Facebook, industry directories). Use exact same format everywhere (e.g., "Street" vs "St", suite numbers). Update incorrect listings. Use Moz Local, BrightLocal, or Yext to manage citations at scale.
Duplicate Listings
Why it matters: Duplicate GBP listings split reviews and confuse customers. Google may suspend all duplicates.
Fix: Search Google Maps for your business name + city. Identify all duplicate listings. Request ownership of duplicates, mark them as duplicates in Google Business Profile Manager, and request removal. This can take 2-4 weeks.
Missing Business Description or Incorrect Category
Why it matters: Description and category are primary relevance signals for search matching.
Fix: Write a 500-750 character description covering what you do, who you serve, and what makes you unique. Include location mentions and service keywords naturally. Choose the most specific primary category available. Add 3-5 relevant secondary categories.
No Google Posts Activity
Why it matters: Posts signal an active business and appear in search, increasing visibility.
Fix: Create weekly Google Posts (What's New, Offers, Events, or Products). Posts expire after 7 days. Include eye-catching images, clear CTAs, and relevant keywords. Announce promotions, new services, company news, or industry tips.
Complete GBP Optimization Checklist (2026)
Week 1: Foundation Setup
Week 2: Visual Content
Week 3: Reviews & Engagement
Week 4: Content & Services
Ongoing Maintenance
How to Outrank Competitors in Local Search
1. Win the Review Game
Reviews are the easiest competitive advantage to gain. If your competitor has 50 reviews and you have 10, focus on closing that gap.
- • Target 2-5 new reviews per month minimum
- • Respond to 100% of reviews (most competitors don't)
- • Focus on review recency—recent reviews weighted heaviest
- • Encourage keyword-rich reviews ("They fixed my roof leak fast")
2. Dominate Visual Content
Photo views are a primary 2026 ranking factor. More photos + better photos = higher rankings.
- • Upload 2-3x more photos than your closest competitor
- • Add new photos every 2 weeks (freshness signal)
- • Professional photography outperforms smartphone shots
- • Videos and 360° tours create massive differentiation
3. Be More Active Than Competitors
Activity signals = Google's "this business is alive" metric. Active businesses rank higher.
- • Post weekly to Google (most businesses post never or rarely)
- • Respond to reviews faster than competitors
- • Answer Q&A questions within 24 hours
- • Keep business info current (hours, services, photos)
4. Complete Profile = Instant Advantage
Only 44% of businesses have complete GBP profiles. Completing yours puts you ahead of half your competitors immediately.
- • Fill every possible GBP field (most don't)
- • Add all applicable attributes
- • List all services with descriptions
- • Add products if applicable to your business type
5. Leverage Category Strategy
Your primary category is your #1 relevance signal. Competitors often choose the wrong one.
- • Choose the most specific primary category available
- • Add 3-5 secondary categories (not just 1-2)
- • Align categories with your actual service focus
- • Avoid broad categories when specific options exist
Automate Your Google Business Profile Management
Spokk helps you maintain a perfectly optimized GBP profile with automated review requests, review monitoring across all platforms, and intelligent response suggestions—all from one dashboard.