What should a Google Business Profile audit include?

Primary and secondary categories, hours, photos, description, attributes, review count, rating, review velocity and reply rate — ideally compared with the businesses currently in the map pack.

Do I need access to the profile to audit it?

No. The audit uses public data, so it works on prospects too.

Can I run it on a list of businesses?

Yes. Upload a CSV of up to 100 and run the audit on all of them.

SEO audits

Google Business Profile audit

Grade any Business Profile against the three businesses beating it in the map pack — completeness, categories, photos, reviews, review velocity and reply rate — and send the result as a branded link, in about a minute.

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Completeness

Categories, hours, photos, description and attributes, checked and graded.

Reviews in context

Count, rating, velocity and reply rate, compared with the top three competitors.

Against the real competition

The comparison set is whoever holds the map pack for the keyword, not a generic benchmark.

Ready to send

A branded share link with your logo and contact details, and an alert when it's opened.

Any business

Works on prospects from public data — no access needed.

Priced in credits

The cost is shown before you run it; bulk runs from a CSV for whole lists.

What the audit checks

The Business Profile is the single biggest lever in local search, and most of what's wrong with one is visible from the outside: a missing secondary category, no photos in two years, a description that doesn't mention the service, reviews that stopped arriving in spring, reviews nobody replies to.

The audit checks the profile's completeness — categories, hours, photos, description and attributes — then its reviews: how many, the rating, how many arrived recently, and what share got a reply. Every number sits next to the same figure for the three businesses in the map pack, so the gaps are obvious.

Pair it with a geo grid

A profile audit says what's wrong; a geo grid says where it's costing the client. Run both and the Analyze step on the scan compares the profile with the five competitors that appear most often across the grid, including review velocity over 30 and 90 days.

The profile panel on a scan: rating, reviews, photos and rank across the grid.

What this does not do

Better to find this out here than three weeks in.

It audits Google Business Profile only — not Apple Business Connect, Bing Places or Yelp.
It reports what's wrong; it doesn't edit the profile. Make changes in Google (with the Manager access an onboarding link gets you).
It doesn't monitor the profile for unwanted edits between audits.

Questions

What should a Google Business Profile audit include?: Primary and secondary categories, hours, photos, description, attributes, review count, rating, review velocity and reply rate — ideally compared with the businesses currently in the map pack.
Do I need access to the profile to audit it?: No. The audit uses public data, so it works on prospects too.
Can I run it on a list of businesses?: Yes. Upload a CSV of up to 100 and run the audit on all of them.

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