Free Google Business Profile Audit: Optimize Your Google Business Profile

About the Google Business Profile audit

Looking to stand out on Google Maps and local search without guesswork? Small details—like incorrect hours, neglected reviews, or low engagement—can quietly hurt your local rankings and foot traffic.

That’s where our GBP audit comes in. It’s designed to uncover blind spots, give you a clear, data-driven breakdown of what’s working and what’s missing, and highlight hidden opportunities to turn online visitors into real-life customers. We analyze:

• Listings’ quality – Potential missing details (like addresses or business hours) and local SEO pitfalls (such as no photos or incomplete attributes).
• Listings’ performance – Views, clicks, and customer actions (calls, website visits, and direction requests) to understand how customers really engage with your GBP.
• Conversion insights: How many users take action after seeing your GBP, and where can optimizations drive more engagement?
• Review quality & sentiment – Average ratings, response rates, and sentiment analysis to help build trust and attract more customers.

Who is our Google business audit designed for?

Whether you manage hundreds of locations or just one, the goal is the same: turn searchers into customers. And we’ve got you covered:

• For companies with 20+ locations: Our experts provide a custom-made, in-depth audit with insights tailored to large-scale businesses. You’ll walk away with a detailed GBP analysis and optimization playbook to maintain brand consistency everywhere.
• Small and medium businesses: Use Center AI’s free trial and a step-by-step DIY audit directions to perform a free GBP audit on your own terms. No specialized staff needed—just an easy interface guiding you through everything from category alignment to Google review management.

“Whether you’re a local coffee shop or a national franchise, the key to winning in local search is visibility and accuracy. A well-maintained GBP can be a game-changer for conversion rates.”

Katarzyna Hyla, Head of Sales, Center AI

An optimized GBP doesn’t just boost rankings—it increases calls, visits, and conversions by making your business the top choice in local search. With our audit, you’ll know exactly what to improve—no more guessing, just actionable insights that drive real results.

How much does a Google Business Profile audit cost?

(Most businesses pay for it—but you can get yours for free!)

Audit option	Cost
Custom-made enterprise GBP audit by Center AI (for businesses with 20+ locations)	$0 – custom report & expert insights
GBP audit with Center AI (for 1-20 locations)	$0 – free trial of our AI-driven tool
SEO agency GBP audit (custom analysis, reporting)	$500 – $2,000+ per audit
GBP audit tools (e.g., BrightLocal, SEMrush, Whitespark)	$50 – $300/month
DIY manual audit (using your Google business account)	Time-consuming, no automation

Why pay for an expensive audit when you can get one for free?

Most businesses spend hundreds (or thousands) of dollars on GBP audits—either by hiring an SEO agency, subscribing to a paid tool, or spending hours manually checking every detail. Instead of overpaying or wasting time on manual work, get the insights you need for free with Center AI.

I. Google Business Profile audit (for businesses with 20+ locations)

Our enterprise Google Business Profile audit is a custom-made business audit template designed specifically for multi-location brands seeking to optimize each client’s Google Business listing at scale. If you manage 20 or more store locations, this is your all-in-one solution for uncovering hidden growth opportunities, boosting rankings, and maintaining brand consistency across every branch.

“Large businesses often struggle with brand consistency across multiple locations. Our enterprise audit pinpoints inconsistencies and provides a clear roadmap for alignment, ensuring every listing meets the highest standards.”

Damian Kordyla, Customer Success Manager, Center AI

What’s included in our enterprise GBP audit?

Below is a breakdown of the main sections you’ll see in your final report:

1. Listing visibility & monthly performance
We start by analyzing how visible your business listings are in Google Maps. You’ll see month-by-month totals of listing impressions, learning how many Google users have seen your listings.

✅ Why it matters: It’s easier to spot dips or spikes in performance with a clear timeline. This helps you identify which locations might need extra support—or, conversely, which are thriving and what you can replicate across the network.

2. Keyword positions for local queries
Next, we examine your average ranking for relevant keywords or phrases—like “gas station,” “electronics store,” or any category that aligns with your product lines. We also indicate how many of your listings rank in the top 3, top 10, or beyond.

✅ Why it matters: Showing where each of our client’s Google Business listings stands compared to local rivals, we let you know exactly which areas to target for better visibility and more foot traffic.

3. Customer actions & conversion rates
This section shows how many people click through to your site, request driving directions, or tap “call” from your listings. We then convert these raw numbers into actionable rates (e.g., the percentage of listing views that lead to a phone call).

✅ Why it matters: High impressions with low actions might signal issues like poor listing descriptions or unappealing photos. Monitoring conversion rates helps you pinpoint where to focus your optimization efforts.

4. Review & sentiment analysis
Seeing stars is great, but we go deeper by categorizing positive vs. negative themes in customer feedback. We’ll highlight your average rating across all locations, note how many stores fall below a 4.0 average, and identify recurring sentiment patterns.

✅ Why it matters: Reviews are a major factor in local search rankings, and they heavily influence consumer decisions. Understanding the “why” behind negative comments or the “wow” behind positive ones enables you to respond to reviews effectively, protect your reputation, and improve user experiences.

5. Tailored recommendations & next steps
We finish by delivering concrete actions to strengthen each Google Business listing. This might include refining business descriptions with local keywords, urging more user reviews for underperforming locations, or automating updates for store hours.

✅ Why it matters: By the end, you’ll have a prioritized list of improvements ready for immediate execution—helping you see quick wins and long-term gains in local SEO.

All these insights come together in a single, easy-to-read document—no guesswork, no fluff. Our in-house experts guide the entire process, ensuring the recommendations you receive align perfectly with your brand’s size, structure, and goals. We show you exactly where to improve and how to get there, so you can focus on delivering a consistent, high-impact presence across every Google Business Profile you manage.

How to request your enterprise GBP audit

Step 1: Fill out our enterprise audit request form
Provide basic details—like how many locations you manage and your contact information—so our team can start to gather the report’s input.

Step 2: Connect your listings in under 3 minutes
You’ll receive a dedicated link and simple instructions to connect your Google Business Profile listings securely. The process is quick (less than 3 minutes) and fully safe—your data remains protected at all times.

Step 3: Our team analyzes your GBP listings across all locations
Once your listings are connected, and conducts a detailed analysis of each of your locations (powered by Center AI). We check for consistency, review performance, current listings’ performance, and optimization gaps—so you get a complete, data-driven audit without lifting a finger.

Step 4: You receive a detailed report + custom optimization recommendations presented by our expert
We’ll walk you through every insight, from recurring review issues to missing local keywords, and hand over a clear strategy for boosting your rankings, reviews, and overall visibility.

(Perfect for multi-location businesses that need an expert-led audit!)

We customize each report to your business’s size and challenges, aiming to excite you about the possibilities—without drowning you in fluff. By the end, you’ll know precisely where your brand stands and how to elevate it above local competitors.

II. A step-by-step guide to DIY Google Business Profile audit

Who should choose the DIY audit?

It’s a perfect fit if you run a small business with fewer than 20 locations and want a quick, automated way to uncover GBP optimization opportunities—without juggling multiple tools or paying for a pricey agency audit.

How to perform your own GBP audit using Center AI

Our DIY solution is perfect for smaller businesses or those who prefer a hands-on approach. Here’s how to get started with Center AI and conduct your own Google Business Profile audit—entirely within a free trial.

Step 1: Set up your Center AI account

Until your listings are imported, you won’t be able to use Center AI’s reporting or optimization tools. Once imported, every branch of your business appears in a unified dashboard, ready for a quick audit or deeper analysis.

1. Create an account – After you log in to Center AI, click “Add Account” in the top-right corner to link your Google Business Profile.
2. Allow access – Make sure the Google account you connect has permission to manage the listings you want to audit.
3. Import your listings – Select specific locations or import all of them at once. This process usually takes a few minutes, and you’ll see real-time status updates as each listing is added.

See the step-by-step GBP account setup in our video:

Add your keywords
After linking your account, set up the keywords you want to track.
Ultimately, the best frequency for your business will depend on your industry, audience, and goals. Keep experimenting and see what works best for you.

• Target local queries: No need to add city names, since Center AI automatically factors in the location of each listing.
• Monitor growth: The system tracks your position in Google search for every keyword you add, letting you spot improvements (or declines) over time.

“If you create new locations or keywords later, simply re-import or add them. You can also drop in local competitors to compare performance on a per-location basis.”

Damian Kordyla, Customer Success Manager, Center AI

That’s it for Step 1—you’ll have all your Google Business listings and target keywords in one place, setting the stage for the rest of your DIY audit. In the next steps, we’ll show you how to review and fix business information, optimize your listing with fresh photos, and even analyze competitor rankings—all within a user-friendly Center AI dashboard.

Step 2: View listing stats and user actions

Once your listings are structurally sound, it’s time to see how people interact with them. In Users actions in Google Maps, Center AI tracks your monthly or weekly views, phone calls, direction requests, and website clicks, splitting them between desktop/mobile and Google Maps vs. classic search.

Instructions

1. Go to Users actions in Google Maps
   From the left menu, open Users actions in Google Maps.
2. Set the time range
   Pick the period you want to analyze, such as the last month, from the date filter.
3. Check the breakdown
   • Views: Desktop vs. mobile, Maps vs. search
   • Actions: Website visits, navigation requests, phone calls.
4. Spot patterns
   Compare location performance. If some stores attract many views but few calls or directions, consider refreshing photos or descriptions to entice more action.

✅ Why it matters?
Seeing raw numbers and tracking conversions reveals which branches are performing well and which might need marketing or operational tweaks. By tying user actions to campaigns, you can measure ROI more effectively and drive more real-life visits.

Step 3: Analyze reviews & sentiment

Reviews shape both your reputation and your local search standing. Center AI goes beyond star ratings by automatically categorizing feedback (e.g., “Customer service,” “Pricing”) and gauging sentiment, so you can pinpoint common themes or pain points quickly.

Instructions

1. Open Reviews or Reviews categories analysis
   In the menu, go to Reviews, then choose Ratings analysis or Reviews categories analysis.
2. Filter by date or sentiment
   Narrow your view to the last 30 days, last quarter, or some other range. Sort by positive, negative, or mixed sentiment.
3. Assign categories (or let AI do it)
   Center AI can automatically tag reviews with themes like “Quality,” “Staff,” or “Selection” and any other categories you create.
4. Respond in bulk or individually
   Use the built-in response tool to quickly address multiple comments, or craft personal replies to high-stakes feedback.

✅ Why it matters?
When customers see you promptly addressing issues or thanking reviewers, it boosts trust and brand loyalty—both of which play a big role in local SEO. Plus, sentiment insights help you spot operational or product-related issues before they escalate.

Read more about reputation management.

By following these steps, you’ll have a solid process for continuously auditing your Google Business listings with Center AI, ensuring every location remains accurate, compelling, and primed to convert curious searchers into loyal customers—all within the free trial.

Why should you run a Google Business Profile audit?

A Google Business Profile is often your first impression. Failing to audit your listing can lead to incorrect details, missed rankings, and frustrated customers. Here’s why an audit makes all the difference:

• Boosted local rankings. Google rewards complete and up-to-date listings, making appearing for relevant local queries easier.
• Higher trust and credibility. Accurate hours, clear categories, and consistent photos help potential customers feel confident choosing you.
• Streamlined customer feedback. Regularly auditing your reviews and Q&A ensures you address concerns and build social proof.
• Time-saving simplicity. By using Center AI or our custom enterprise audit, you can maintain your listing effortlessly—even if you manage dozens of locations.

How an optimized GBP impacts your local SEO

Your Google Business Profile can make or break your local visibility. Here’s how proper optimization can propel your local SEO forward:

1. Greater map presence. An optimized GBP is more likely to show up in the “map pack,” the highly coveted top spot in local search results.

2. Better user engagement. High-quality photos, well-written business descriptions, and consistent category usage encourage more clicks and calls.

3. Enhanced credibility signals. Regularly updated posts and swift responses to reviews show Google (and your audience) that you’re active and reputable.

4. More real-life conversions. Many map-search users are ready to visit a physical location or finalize a purchase. An inviting GBP helps close the deal.

Pro tip: Center AI includes automated alerts whenever essential parts of your business listing—such as address, website URL, or categories—get changed. This keeps your data accurate and maximizes your local search potential.

Common issues that hurt your GBP performance

Even the busiest local business can slip up when it comes to GBP upkeep. Below are pitfalls we frequently spot:

❌ Incorrect business name and category selection
When businesses stuff extra keywords or use the wrong categories, it can confuse both Google and potential customers. Always use your official business name and relevant primary/secondary categories reflecting your real-world services.

❌ Inaccurate or outdated business information in Google Maps
If your business hours or address are outdated, you risk alienating people who show up when you’re closed—or, worse, go to the wrong location. Consistent, correct details are key to positive user experiences and higher local rankings.

❌ Unauthorized changes in your business listing (GBP hijacking)
In some cases, unknown users may edit your listing, altering crucial info without your consent. Regularly auditing your GBP is vital to catch and revert unauthorized edits—especially if you operate in a competitive niche. And for shielding your profiles from unauthorized changes, try Listings Protection feature (included in our free plan!)

“We’ve seen cases where competitors or random users made unauthorized edits to listings—changing hours, addresses, or even business names. Regular audits help businesses catch these changes before they impact sales.”

Damian Kordyla, Customer Success Manager, Center AI

❌ Poor quality or outdated photos
Low-resolution or irrelevant images can deter prospective customers. Keep visuals current and aligned with your business’s real world presentation—like fresh storefront photos, updated interiors, and new product images.

❌ Too little reviews (positive and local SEO-optimized in particular)
Reviews are a top influence on local search results. Having minimal feedback makes it tougher to stand out, and if most are negative or outdated, it can repel prospective customers. Encouraging more fresh, positive reviews is a must.

❌ Not responding to customer reviews
Ignoring your audience’s feedback—good or bad—reflects poorly on your brand. Plus, Google notices review engagement when determining local rankings. Swift, courteous replies can improve your business’s online perception and strengthen local SEO signals.

Looking for a shortcut? Our GBP audit tool and Review Response Manager within Center AI automate these checks, letting you stay on top of your listing’s health without daily manual oversight.

Competitor analysis: how does your GBP compare?

Checking competitor listings is vital for gaining a competitive edge in local search results. Using a GMB audit tool (like Center AI), you can see if rival Google business profiles pull in more foot traffic or have higher keyword rankings around your physical location or service area.

Identifying top competitors in your industry

Start by searching for your target location in Google search. The local listings that appear in the “map pack” or near the top are your immediate threats. Compare your client’s business with these business profiles to see who dominates the search results.

Reverse-engineering their GBP success

Notice if they’re physically located closer to the city center, using new images, or actively answering reviews. Check if they have a more descriptive business description, better primary and secondary category usage, or higher ratings.

Actionable steps to outrank competitors

• Encourage fresh reviews (critical ranking factors).
• Update your attributes and tweak your listing for more visibility.
• Leverage Google Posts to stay active and relevant.

How to measure the effectiveness of your GBP audit

Even the best-optimized Google Business listing needs a follow-up check. Here’s how to confirm your improvements are driving more foot traffic and giving you a competitive edge in your niche markets.

Key metrics to track in Google Business Profile insights

• Search impressions – Monitor how often your own business appears in local search results for your target location. A steady rise indicates your primary and secondary category choices are working.
• Customer actions – Keep an eye on clicks, calls, and direction requests. These ranking factors directly show whether your profile encourages real-world engagement.
• Review growth – Regular feedback from prospective customers signals a healthy, active listing. Look for an uptick in positive comments and a drop in negative reviews after your GMB audit updates.

Understanding direct vs. discovery searches

• Direct search – People entering your exact business name in Google search, typically already familiar with you.
• Discovery search – Those who find your Google My Business profile (Google Business Profile) through broader terms (e.g., “bakery near me”). Growing these searches brings in fresh leads and broadens your reach.

Tools for GBP performance monitoring

• Google Business Profile insights – Great for basic traffic and engagement data.
• Center AI analytics – A deeper dive into keyword rankings, competitor comparisons, and sentiment analysis—ideal for multi-location or service area brands aiming for more visibility.

“A GBP audit isn’t just a one-time fix—it’s an ongoing strategy. Businesses that track key performance metrics regularly see higher engagement, better rankings, and ultimately, more customers walking through their doors.”

Katarzyna Hyla, Head of Sales, Center AI

Google Business Profile audit checklist

(Everything you need to check – or let us do it for you!)

1. Business information accuracy

✅ Business name & category align with Google’s best practices
✅ Address and phone number are consistent across all mentions
✅ Business hours (including holiday hours) are fully updated

2. Profile optimization

✅ Well-crafted business description with relevant local keywords
✅ High-quality images of storefront, team, or products
✅ Frequent Google Posts & Q&A to engage potential customers
✅ Services and attributes accurately reflect your offerings

3. Review & reputation management

✅ Ongoing review audit—monitor new comments frequently
✅ AI-driven sentiment analysis to detect positive or negative trends
✅ Promptly encourage recent customers to leave authentic feedback

Start your GMB audit today

Looking to optimize every GMB listing across your entire network? Our expert team will compile a customized audit made just for you—at no cost.

Want a DIY approach for a smaller business? Connect your Google Business page to Center AI, follow our audit instructions and watch your ranking improve in search results.