Check your Google Business Profile and website for important local SEO factors with our free Google Business Profile & Local SEO Auditor.
Enter your business name to check key Google Business Profile information, including your business category, address, phone number, website, opening hours, reviews, rating and business status. The audit also checks important website SEO factors that can affect how clearly your business is presented online.
Enter your business name and start your audit.
What Does the Google Business Profile Audit Check?
Your Google Business Profile is an important part of how customers find local businesses through Google Search and Google Maps.
The audit checks the key information available for your business profile and identifies missing or incomplete information.
Business Name
Checks whether your business name is available in the Google Business Profile information returned for your business.
Business Address
Checks whether a business address is available and identifies the address associated with the Google Business Profile.
Primary Business Category
Your primary category helps describe what your business does. The audit checks whether a primary category is available for the business.
Phone Number
Checks whether a telephone number is listed on the business profile.
Website
Checks whether your Google Business Profile has a website associated with it.
The audit also checks whether the profile is using an HTTP or HTTPS website address.
Opening Hours
Checks whether opening-hours information is available for the business.
Accurate opening hours make it easier for potential customers to know when your business is available.
Reviews and Rating
The audit displays the available Google rating and review count for the business.
Reviews can provide useful information to potential customers when they are comparing local businesses.
Business Status
Checks the current business status returned by Google, such as whether the business is operational.
What Does the Local SEO Website Audit Check?
A complete local SEO audit should look beyond the Google Business Profile.
Your website is another important part of your local online presence. The website audit checks a range of technical and on-page SEO signals.
HTTPS
The audit checks whether an HTTPS version of your website is available.
It also checks whether the HTTP version redirects to HTTPS and whether your Google Business Profile is using an HTTP or HTTPS website address.
Page Title
Your page title helps search engines and users understand what a page is about.
The audit checks whether a title exists and reports its length.
Meta Description
The meta description provides a summary of a page that may be used in search results.
The audit checks whether a meta description is present and reports its length.
H1 Heading
The main heading helps communicate the primary subject of a page.
The audit checks whether an H1 heading is present and reports the number found.
Canonical URL
A canonical URL can help search engines understand which version of a page should be treated as the preferred URL.
The audit checks whether a canonical URL is present.
Mobile Viewport
The audit checks for a mobile viewport declaration so that the page can properly communicate its intended display behaviour to mobile browsers.
Robots.txt
The audit checks whether your website has a robots.txt file.
XML Sitemap
The audit checks whether an XML sitemap can be identified for the website.
Structured Data
Structured data provides machine-readable information about the content of a webpage.
The audit checks whether structured data is detected and whether LocalBusiness information can be identified.
LocalBusiness Schema
LocalBusiness structured data can provide search engines with additional information about a local business.
The audit checks whether LocalBusiness schema is detected on the audited website.
Business Name, Phone and Address
The audit compares important business information between the Google Business Profile and the website.
This includes the business name, telephone number and address.
Keeping important business information consistent helps avoid confusion for customers and search engines.
Image ALT Attributes
The audit reports images that do not contain ALT attributes.
Not every image necessarily needs descriptive alternative text. Decorative images can legitimately use an empty ALT attribute, so the result should be treated as an item to review rather than assuming every missing ALT attribute is an SEO error.
Open Graph
The audit checks for Open Graph title and description information.
Open Graph metadata can help control how pages are represented when they are shared on supported social platforms.
Internal Links
The audit reports the internal links detected on the audited page.
Internal links help users navigate a website and can also help search engines discover related pages.
Why Google Business Profile and Local SEO Work Together
A Google Business Profile and a business website serve different purposes, but they form part of the same local online presence.
Your Google Business Profile can provide customers with information such as your business name, location, phone number, website, opening hours, reviews and business category.
Your website provides more space to explain your products or services, locations, expertise and business information.
When important information is missing, outdated or inconsistent, it can make it harder for customers to understand your business.
A local SEO audit helps identify these issues so that you know which areas of your online presence need attention.
How to Improve Your Local SEO
1. Complete Your Google Business Profile
Make sure your business profile contains accurate and up-to-date information.
Check your business name, address, phone number, website, category and opening hours.
2. Choose the Appropriate Business Category
Your primary category should accurately describe the main service or business activity represented by your profile.
Additional categories may also be appropriate where they accurately describe services offered by the business.
3. Keep Your Business Information Consistent
Check that your business name, phone number and address are consistent between your Google Business Profile and website.
Pay particular attention to changes in addresses, telephone numbers and website URLs.
4. Use HTTPS
Make sure your website is available securely over HTTPS.
If your website still receives HTTP requests, configure the website to redirect visitors to the HTTPS version and use the HTTPS URL consistently.
5. Optimise Your Page Title
Create a useful page title that clearly describes the business or service represented by the page.
Avoid unnecessarily long or repetitive titles.
6. Write a Useful Meta Description
Add a concise description that explains what the page offers and why it may be useful to someone searching for the service.
Each important page should have an appropriate description rather than relying on an empty or automatically generated description.
7. Use Clear Headings
Use a clear H1 heading for the primary subject of the page and organise supporting information with logical H2 and H3 headings.
8. Add Appropriate LocalBusiness Structured Data
Where appropriate, provide structured data describing the local business and its relevant information.
The information in structured data should accurately represent the visible information on the website.
9. Make Your Location Clear
If your business serves a particular city, town, suburb or geographic area, explain that naturally on the relevant pages.
Include useful information about the services you provide and the areas you actually serve.
10. Improve Website Navigation
Create useful internal links between related pages.
For example, a local business website might link from its main service page to relevant service, location, contact and supporting information pages.
11. Review Your Images
Check that important informative images have appropriate ALT text.
Remember that decorative images may appropriately use an empty ALT attribute.
12. Keep Your Information Up to Date
Local SEO is not a once-off exercise.
Review your business information when your address, phone number, website, services, opening hours or other important details change.
Who Is This Local SEO Auditor For?
This tool can be useful for:
- Local businesses
- Service businesses
- Shops and retail businesses
- Restaurants and hospitality businesses
- Professional services
- Contractors and trades
- Agencies
- Freelancers
- Website developers
- SEO professionals
- Digital marketing agencies
- Business owners checking their own online presence
It can also be useful when reviewing a business website before starting a broader local SEO campaign.
What Does the Audit Score Mean?
The auditor provides separate scores for the Google Business Profile and the local SEO website checks.
The Google Business Profile score reflects the availability of key profile information checked by the tool.
The Local SEO website score reflects the technical and on-page website checks included in the audit.
These scores are diagnostic indicators. They are not Google ranking scores and do not predict where a business will appear in Google Search or Google Maps.
A lower score simply identifies areas that may deserve attention.
Frequently Asked Questions
What is a Google Business Profile audit?
A Google Business Profile audit reviews important information associated with a business profile, such as the business name, address, category, phone number, website, opening hours, rating, reviews and business status.
How can I check my Google Business Profile?
Enter your business name into the auditor above. The tool checks the available Google Business Profile information and displays the results.
What is a local SEO audit?
A local SEO audit reviews factors that help communicate a local business’s identity, services and location online. It can include website content, technical SEO, business information, structured data and other local search signals.
Does the audit check my website?
Yes. When a website is associated with the Google Business Profile, the auditor checks a range of website SEO factors, including HTTPS, title tags, meta descriptions, H1 headings, canonical URLs, robots.txt, XML sitemaps, structured data and local business information.
Why is HTTPS important for a business website?
HTTPS encrypts the connection between a visitor’s browser and the website. A business website should use a secure HTTPS connection and consistently redirect HTTP visitors to the secure version.
Why is my meta description important?
A meta description provides a concise summary of a webpage. Although it is not simply a ranking-score field, a useful description can help communicate the page’s subject to people who encounter it in search results.
What is LocalBusiness schema?
LocalBusiness is a structured-data type that can be used to provide machine-readable information about a local business. The appropriate subtype and properties depend on the business and the information available.
Does a higher audit score guarantee better Google rankings?
No. The audit score is a diagnostic measure based on the checks performed by this tool. Google uses many systems and signals to determine search results, so the score should not be interpreted as a ranking prediction.
Can I use this tool for another business?
Yes. You can enter another business name and run a new audit, provided the business can be identified by the information available through Google.