100% Free · No credit card · Real owner data

Free Google My Business Audit Tool

Audit your Google Business Profile (GBP / GMB) on 32 weighted checks pulled from real owner data via Google's API. Catch policy violations, see your live local-pack rank, and get AI-prioritized fixes — in under a minute.

  • 32 checks in 60 seconds
  • Catches Google policy violations
  • Live local-pack ranking

Watch how the Google Business Profile audit works

See how the free audit runs end to end — search your business, connect your Google Business Profile, and get your scored report with prioritized fixes.

What is a Google Business Profile audit?

A Google Business Profile audit (formerly a Google My Business audit) is a structured review of every signal Google uses to rank and surface your business in local search and the Maps 3-pack. Owners who want to audit Google My Business themselves — or audit a Google Business Profile they manage on a client's behalf — score profile fundamentals (name, address, phone, website, hours, description), categories and services, media, reviews and replies, posts, and trust attributes — every field Google reads, scored against the thresholds top-ranking profiles meet.

A GBP audit differs from a generic local SEO audit in one specific way: it runs against the live profile, not just the public-facing snapshot. Many free "GBP audit" tools use the public Places API and miss roughly 80% of the signals that move local rankings — posts, services, attributes, reply rate, voice of merchant, business authority, pending owner edits. None of those are exposed publicly.

A good GBP audit returns a score, the specific failing checks with evidence (e.g. "primary category is 'Restaurant' but should be 'Italian Restaurant' for ranking specificity"), a Google policy scan that flags anything likely to trigger suspension or edit rejection, and a prioritized fix list. A bad one shows you a percentage and tells you to "add more photos."

Why a Google Business Profile audit matters

Most local businesses ship a complete-looking profile and never revisit it. The data Google trusts drifts (a phone change, a forgotten holiday hour, a category that's no longer the most specific match), and the listing slowly loses rank. An audit surfaces what's actually wrong before competitors take the spot.

46%
of all Google searches

have local intent — and the local 3-pack on Maps captures most of those clicks before users ever scroll to organic results.

76%
of nearby-mobile searchers

visit a related business within 24 hours. If your profile isn't ranking in the local pack, those visits go to the businesses that are.

200+
ranking signals on a GBP

split across the profile, the linked website, reviews, and behavioral signals. The 32 in this audit are the ones owners can actually fix this week.

How the audit runs

1

Search for your business

Type your business name and pick the right location from Google Places autocomplete — the same one Google Maps uses for every search. Works for storefronts, service-area businesses, and hybrid profiles. Confirm the exact business before signing in so we audit the right profile, not a lookalike.

2

Sign in with Google

We use Google's official Business Profile API to list the accounts you manage and their locations, so you can confirm the exact one to audit. Google requires OAuth to reach owner data like posts, services, attributes, and full review history — there's no public equivalent. Your access token stays in memory just for this run and isn't stored.

3

Get your score and fixes

32 checks across 6 categories and an overall grade. Plus a Google policy scan, a live top-20 competitor ranking at your exact coordinates, AI-extracted themes from your latest reviews, and an executive summary picking the highest-impact fixes. Full archive lands in your inbox.

The Google My Business audit checklist — what we check

This Google My Business audit checklist runs 32 weighted checks across 6 categories, plus a 29-rule Google policy scan that flags anything likely to trigger a suspension or edit rejection. Below is what each check needs for a full pass.

Profile fundamentals (30 pts)

The core fields Google reads first: name, phone, website, address, description, hours, open status, service area.

  • Business name set
  • Primary phone number set
  • Website URL set and valid
  • Website URL tagged with utm_source so GBP visits show in analytics
  • Full address: street, city, region and postal code
  • Description at 250+ characters
  • Hours published for at least 5 days a week
  • Listing marked Open
  • Service area of 3 to 9 places for service-area and hybrid businesses

Categories and services (20 pts)

Primary category is the biggest on-profile ranking lever. Secondary categories and service items widen what you show up for.

  • Primary category set
  • Primary category with 5+ service types
  • 3+ additional categories
  • 8+ service items listed
  • 80%+ of services with a description of 40+ characters

Media (15 pts)

Photos and video Google uses to rank your profile and to pick what shows in the local pack.

  • 20+ photos and videos in total
  • Cover photo set
  • Profile photo (logo) set
  • At least one video
  • New photo or video in the last 90 days

Reviews and reputation (15 pts)

Volume, rating, recency, and how you reply. We scan reply text for Google policy violations.

  • Average rating of 4.5 or higher
  • 50+ reviews in total
  • Newest review within the last 30 days
  • Owner replies on 80%+ of the latest reviews (up to 50 checked)
  • Owner replies approved and visible on Google, with pending or rejected replies called out

Posts (10 pts)

Active profiles post. Google rewards steady cadence, not one-off bursts.

  • At least one live post
  • Newest post within the last 30 days
  • 3+ posts in the last 90 days

Trust and attributes (10 pts)

Ownership state plus the attributes that make your profile surface for specific searches: accessibility, amenities, payment, social links.

  • Voice of Merchant verified
  • Business authority confirmed
  • 40%+ of available attributes filled in
  • Accessibility attributes marked available
  • At least one social profile URL linked

How the score and grade are calculated

Each of the 32 checks passes, partially passes or fails. A pass earns the check's full weight. A partial pass earns half. A fail earns nothing.

Each category gets its own score from 0 to 100. The six category scores are then combined by weight into one overall score out of 100, and that score sets the grade.

A policy finding on your business name, address, website or description also lowers the matching profile check. A suspension-risk finding turns it into a fail. An edit-rejection finding turns a pass into a partial pass. That way the score and the policy scan never disagree.

CategoryShare of the overall score
Profile fundamentals30%
Categories and services20%
Media15%
Reviews and reputation15%
Posts10%
Trust and attributes10%
GradeOverall score
A90 to 100
B80 to 89
C70 to 79
D60 to 69
FBelow 60

The Google policy scan: 29 rules

Separate from the score, the audit checks your profile text and listing status against Google's published Business Profile policies. 17 rules are marked Suspension risk: Google can remove the listing from Maps and Search. 12 are marked Edit-rejection risk: Google can reject or roll back a change, often without telling you, and the listing usually stays live.

Each finding names the rule and links to Google's policy page. Text findings also show the words that triggered them. These are pattern checks, so a finding can be a false positive. Read the rule before you change anything.

Business name

13 rules, all Suspension risk.

  • Phone number
  • URL or domain
  • Words of 5+ letters in all capitals
  • Marketing keywords such as best, cheap or near me
  • Tagline after a comma
  • Product or tech specs such as 4G or 5G
  • Store code or location number
  • Opening hours
  • ®, ™, © or special characters
  • Legal suffix such as LLC, Inc or Ltd
  • Location keywords or directions
  • Containment, such as "inside Best Buy"
  • Other text in parentheses

Address

2 rules, both Suspension risk.

  • PO Box or mailbox-only address
  • URL or phone number in an address line

Website

1 rule, Suspension risk.

  • Website field points to a social media profile

Categories

1 rule, Edit-rejection risk.

  • More than 10 categories in total

Description

4 rules, all Edit-rejection risk.

  • Contact details: URL, email, phone number or street address
  • Promotional or pricing language
  • Superlative claims such as best, #1 or cheapest
  • Repeated punctuation or mostly capital letters

Services

1 rule, Edit-rejection risk.

  • Contact details, promotional language or superlatives in service descriptions

Posts

2 rules, both Edit-rejection risk.

  • Contact details in the post text
  • Superlative claims (offers and discounts are allowed in posts)

Review replies

1 rule, Edit-rejection risk.

  • Phone number, URL, email or street address in an owner reply

Ownership

4 rules: 1 Suspension risk, 3 Edit-rejection risk.

  • Flagged as a duplicate listing (Suspension risk)
  • Your edits held for Google review
  • Edits from Google waiting for you to accept or reject
  • Opening date less than 60 days ago

The Google policies behind the scan:

How this audit compares

Most free "GBP audit" tools fall into two camps: public-API scanners that can only see what's on the public profile (missing the data Google actually ranks on), or paid platforms that gate the audit behind a sales call. This tool sits in a different spot.

What you'd wantThis toolMost other free GBP audits
Live owner data via OAuthYes — posts, services, attributes, full review history, voice of merchantMost tools use the public Places API and miss ~80% of ranking signals
Google policy scanYes — 29 rules, flags suspension and edit-rejection riskAlmost no free tool checks against Google's GBP content policies
Live local-pack rankingYes — top 20 at your exact coordinates, freePaid platforms only, or capped at top 3
AI review themes and reply qualityYes — themes, complaint patterns, reply verdict, suggested repliesStar count and review count, no theme extraction
Account / credit card requiredGoogle sign-in only (OAuth), no credit cardMany require sign-up before showing any score
Daily limit3 audits per day, no upgrade promptsCapped at 1–3 lifetime per account on free tier

Google My Business audit tool: frequently asked questions

What is a Google Business Profile audit?
A GBP audit reviews every signal Google uses to rank your business in local search and the Maps 3-pack: profile fundamentals (name, address, phone, hours, description), categories and services, media, reviews and replies, posts, and trust attributes. The output is a score, the specific failing checks with evidence, and a prioritized fix list. A good audit also flags Google policy violations that could trigger suspension or edit rejection.
Is this audit really free?
Yes. Sign in with Google, verify your email once, and you can run up to 3 audits a day — no credit card. Wiremo built it as a lead-gen funnel for GLocal, our paid GBP management product. The audit is yours to keep either way.
How long does a Google My Business audit take?
About a minute end to end. Searching your business takes a few seconds, signing in with Google takes ~15 seconds, and the audit itself (32 weighted checks + Google policy scan + AI review themes + live local-pack ranking) runs in 20–40 seconds depending on how much media and how many reviews the profile has. For context: how long does a business audit take when you do it manually? Days, sometimes weeks. This tool collapses the same 32-check methodology into one minute. No queue, no waiting list, no "we'll email your results in 24 hours."
Does this audit Google My Business too?
Google renamed GMB to GBP in 2022. Same record, same fields, same API. Whichever name you search for — "GMB audit tool," "GBP audit," "Google My Business audit" — this tool audits the same profile.
How do I audit my Google Business Profile (or GMB) myself?
Use this tool. To audit a Google Business Profile manually you'd need to check 30+ separate dashboard screens against ranking thresholds and Google's policy rules — most owners give up halfway. Sign in with Google, pick the location you want to audit, and we run the same 32 weighted checks plus a Google policy scan against your live data. If you'd rather audit Google My Business yourself the long way, the audit checklist above shows every check and what it needs for a full pass — use it as a manual reference.
What does the audit score measure?
32 weighted checks across 6 categories: profile fundamentals (30 pts), categories and services (20), media (15), reviews and reputation (15), posts (10), trust and attributes (10). They roll up to a 0-to-100 score with an A-through-F grade. On top of the scored checks we run a Google policy scan (29 rules covering business name, address, website, categories, description, services, posts, reply content and ownership state) that flags anything likely to trigger a suspension or edit rejection. An AI summary then lists the top fixes in priority order, policy findings first.
How is the score and grade calculated?
Each of the 32 checks passes, partially passes or fails. A pass earns the check's full weight, a partial pass earns half and a fail earns nothing. Each category is scored from 0 to 100, then the six are combined by weight: profile fundamentals 30%, categories and services 20%, media 15%, reviews and reputation 15%, posts 10%, trust and attributes 10%. The overall score sets the grade: A is 90 to 100, B is 80 to 89, C is 70 to 79, D is 60 to 69 and F is below 60.
What is the Google policy scan?
A 29-rule check of your business name, address, website, categories, description, services, posts, review replies and ownership status against Google's published Business Profile policies. 17 rules are Suspension risk: Google can remove the listing. 12 are Edit-rejection risk: Google can reject or roll back a change, often without telling you. Each finding names the rule and links to Google's policy page. The scan sits outside the score, except that a finding on your name, address, website or description also lowers the matching profile check.
What's a Google policy violation, and why does this audit catch them?
Google has published GBP content policies covering business names (no keywords, no location, no phone numbers), descriptions (no promo, no contact info), posts (no contact info or superlatives), and reply content (no phone numbers, URLs, or emails). Violations don't always result in immediate suspension — many trigger silent edit rejections, where Google reverts your update without telling you. The audit scans every text field against these policies and flags risk before Google does.
Will this audit catch issues that could suspend my Google My Business account?
Yes. The policy scan is built specifically around the rules that trigger Google My Business account suspension — keyword-stuffed business names, contact info hidden in addresses or descriptions, promotional language in service items, URLs or phone numbers buried in review replies. Each finding is marked Suspension risk (the listing can be removed) or Edit-rejection risk (Google can reject the change). If you're worried your profile might already be at risk, run the audit before Google does. Already suspended? The audit can still help you identify what to fix before submitting a reinstatement request, but the reinstatement itself goes through Google's appeal form, not this tool.
How accurate is the data?
Every check runs against live data we pull through the Google Business Profile API on your own OAuth session — the same endpoints the GBP dashboard uses. We don't cache anything between audits, so the second run after a fix reflects the change.
Will the audit change anything on my profile?
No. Google's Business Profile API offers a single OAuth scope — there isn't a separate read-only variant — but we only call the endpoints that read your data: list accounts, list locations, and read the location's details, reviews, posts, photos and attributes. We never post, reply, edit a field, or upload a photo. Your access token stays in memory for the audit and is discarded when it finishes.
Why does this audit need Google sign-in when other free tools don't?
Public Places API tools can see what's on the public profile — name, address, phone, primary category, hours, photos, public reviews. They cannot see posts, service items, attributes, reply rate, secondary categories, voice of merchant state, or pending edits. That's why most free "GBP audit" scores are based on a fraction of the signals Google actually ranks on. OAuth gives this audit the same view a GBP dashboard owner has.
Can I audit a Google Business Profile I don't own?
No. The audit requires OAuth to your Google account and only lists profiles you manage. Public-data scanners exist for spying on competitors' GBPs, but they're limited to what's publicly visible. The 32 checks here cover owner-only signals.
How is this different from a paid local SEO audit?
A paid local SEO audit usually adds rank tracking across many keywords and locations, citation checks and competitor heatmaps. This free tool covers the on-profile fundamentals every paid audit starts with, plus the Google policy scan. Wiremo's paid products each do one job: GLocal manages the profile (reviews, posts, analytics) and GTrack tracks Google Maps rankings on a geo-grid.
How does GLocal relate to this audit?
GLocal is Wiremo's paid Google Business Profile management product. It suggests up to 3 AI replies for each new review, lets you post a reply straight from the new-review email, tags reviews Positive, Neutral or Negative, sends review requests by email and schedules posts, photos and videos. It also includes a 6-area GBP audit, 18 months of analytics, white-label reports and workspaces. The free audit shows what to fix. GLocal is where you do the work. There is no free trial or free plan: plans start at $29.99 a month for one profile, with a 30-day money-back guarantee.

More free Wiremo tools for Google Business Profile

Pair this with the rest of the free toolkit — every tool feeds the same playbook: rank higher, get more reviews, win the local pack.