Audit your Google Business Profile across 6 ranking categories. Get a scored breakdown of your profile completeness, categories, reviews, visual content, engagement and local SEO integration — with specific, actionable recommendations for each area.
Tell us about the business you want to audit
This audit scores based on confirmed Google ranking factors, not arbitrary metrics. All inputs are self-reported — results reflect your honest answers.
Every score is based on confirmed Google ranking factors — not made-up metrics. The weighting reflects the relative importance Google's local algorithm assigns to each signal.
Each check explains what the issue is, why it matters and specifically what to do. Not generic SEO tips — actionable instructions relevant to your specific situation.
This tool reflects the GBP audit methodology JW Digital uses for client accounts across the UK. The same checks our team runs on every new local SEO engagement.
Google Business Profile (GBP) — formerly Google My Business — is the free listing Google uses to display local businesses in Google Search and Google Maps. When someone searches for a local service, Google shows a "local pack": a map with 3 business results displayed above the organic search listings.
GBP optimisation is the process of configuring, completing and actively maintaining your Google Business Profile so that Google ranks it as highly as possible for relevant local searches. Unlike traditional SEO — which is primarily about your website — local pack rankings are driven primarily by your GBP profile itself, your reviews, and your local citation profile.
A well-optimised GBP can be one of the highest-ROI marketing investments a local business makes. Appearing in the top 3 map pack positions for your primary keyword drives significant phone calls, direction requests and website visits — at zero ongoing cost per click.
Google uses three primary factors to determine which businesses appear in the local pack and in what order:
How well your GBP matches what the searcher is looking for. Driven primarily by your category selection, business description keywords, services list and the content of your website. This is the factor you can most directly control.
How far your business is from the searcher (or from the location specified in the search). You cannot change your physical location, but you can expand your service area in GBP and target location-specific keywords on your website.
How well-known and trusted Google considers your business to be. Driven by review volume and rating, website authority, backlinks, mentions across the web, and the completeness and activity of your GBP profile. This is the factor that separates winners from runners-up in competitive markets.
The local pack appears above all organic search results — meaning the top 3 GBP listings receive significantly more visibility than the top 10 organic results below them. For local intent searches ("plumber near me", "dentist in Manchester"), the map pack dominates the page.
Studies consistently show that local pack clicks outperform organic clicks for local intent queries. A business ranking in position 1 of the map pack can receive 3–5× more calls than the same business ranking position 1 organically. This is why businesses with strong GBP optimisation often see better ROI from local SEO than from any other digital marketing channel.
These are the most frequent GBP mistakes we see on local business profiles — each one has a measurable negative impact on local rankings:
Reviews are one of the three most significant local ranking factors — and unlike category selection or description, they require ongoing effort to maintain. Google evaluates reviews across four dimensions:
How many reviews you have. More reviews signal a trusted, active business. 50+ is the benchmark for competitive positions.
Your average star rating. 4.5+ is the target. Below 4.0 significantly reduces click-through rates and map pack eligibility.
How recently reviews were left. A business with 30 recent reviews can outrank one with 200 old reviews. Consistent acquisition is essential.
Whether the owner responds to reviews. Google has confirmed responses as a ranking signal. Responding to every review — positive and negative — is non-negotiable.
Complete every section including description, hours, services and booking link. Select the most specific accurate primary category and add up to 9 secondary categories. Build a consistent review acquisition strategy and respond to every review. Add 50+ photos across all relevant types. Post weekly. Populate Q&A proactively. Ensure your website has LocalBusiness schema and consistent NAP data.
Reviews are one of the top 3 Google Maps ranking factors — alongside category accuracy and proximity. Review volume, star rating, recency and owner response rate all affect rankings. Businesses with 50+ reviews and a 4.5+ rating consistently outperform competitors with fewer or older reviews in competitive map pack positions.
The best primary category is the most specific option that accurately describes your core business type. 'Commercial Cleaning Service' outperforms 'Cleaning Service', for example. Research your top-ranked local competitors' categories for guidance. Add all relevant secondary categories to expand your ranking eligibility across related searches.
A minimum of once per week. Google Posts expire after 7 days, so consistent posting is required to maintain freshness signals. Businesses posting 2–3 times per week — mixing offers, updates and events — see the strongest results. Posts containing relevant keywords can also rank independently in local search results.
Yes — photo quantity is a confirmed ranking factor. Google's own research shows businesses with photos receive 42% more direction requests and 35% more website clicks than those without. The recommended minimum is 20+ photos. Adding new photos regularly sends freshness signals to Google.
Focus on the three ranking factors Google controls: Relevance (category accuracy, keywords, services), Prominence (reviews, citations, website authority, GBP activity) and Distance (you can't move, but you can optimise your service area and target location keywords on your website). Review our full checklist above for a complete action plan.
Use the checker above to understand your starting point, then speak to our local SEO team for a managed campaign that moves the needle on Google Maps rankings.
Related services & tools
Managed local SEO campaigns that improve Google Maps rankings and organic visibility.
Specialist local search optimisation for businesses targeting specific UK cities and areas.
Estimate monthly SEO retainer pricing for local, national and eCommerce campaigns.
Speak to our local SEO team about your Google Maps rankings.