What is the Local SEO & Google Business Profile Audit?

Find out why competitors outrank you in the Google Map Pack. Enter your website plus your business name, phone, city and main service, and the audit checks the on-site signals Google uses to connect your website with your Google Business Profile: LocalBusiness schema and its completeness, NAP (name, address, phone) consistency, local keyword targeting, GBP and review links, click-to-call, opening hours, trust signals and technical basics.

Then complete the Google Business Profile checklist — categories, photos, reviews, posts, services, Q&A and more — to get one combined local SEO score with a prioritised action plan you can work through this week.

Key features of the Local SEO & Google Business Profile Audit

• LocalBusiness schema audit

  Detects the schema type and checks 12 key properties, including GBP links in sameAs.

• NAP consistency

  Compares your name, phone and address with what appears on the homepage and contact page.

• Local relevance

  City and service targeting in the title, H1, meta description and content.

• GBP signals

  Links to your Maps listing, Google review link, embedded map and citations.

• GBP optimisation checklist

  20 profile factors weighted by their impact on Map Pack rankings.

• Prioritised action plan

  Fixes sorted by impact, exportable for your team or client.

How to use the Local SEO & Google Business Profile Audit

1. Enter your website

   Use the homepage or the main location page.

2. Add business details

   Name, phone, city, street address and primary service exactly as they appear on Google.

3. Run the website audit

   The tool scans the page and your contact page.

4. Complete the GBP checklist

   Tick each item that is already done on your Business Profile.

5. Work the action plan

   Fix failed checks first, then the warnings.

How the Google Map Pack decides who ranks

Google describes three main local ranking factors: relevance (how well your profile and website match the search), distance (how close you are to the searcher or the location in the query) and prominence (how well known and trusted you are — reviews, links, mentions and overall search presence). You cannot move your office, but you can maximise relevance and prominence, and that is what this audit focuses on.

Why NAP consistency still matters

Google cross-checks your business name, address and phone number across your website, Business Profile and directories. Mismatches — an old phone number, a suite number written two ways, a keyword-stuffed name — reduce Google’s confidence that all these mentions are the same business. Use one exact format everywhere.

Reviews: the fastest lever

Review quantity, recency and rating influence both rankings and the click. Make it effortless: put your Google review link on the website, in email signatures and on invoices, ask every satisfied customer, and reply to every review — positive or negative — within a few days.

Pro tips from our PPC and SEO team

• Choose the most specific primary category on your Business Profile.
• Add LocalBusiness schema with your exact GBP name, address and phone.
• Use UTM tags on the GBP website link to measure Map Pack traffic.
• Publish a Google post and upload new photos every week.
• Build a dedicated page for each core service and service area.

Local SEO & Google Business Profile Audit: frequently asked questions

Related free tools

• Geo Ranking Heatmap Build a local rank grid over Google Maps, record your rank at each point and get ARP, ATRP and Share of Local Voice on a colour-coded heatmap.
• Website SEO Audit Audit any page against 60+ technical, on-page, content, schema, mobile and AI-search checks, with keyword analysis and Core Web Vitals.
• Local Services Ads (LSA) Planner Score your readiness for Google Local Services Ads and the Google Guaranteed badge, forecast leads from your budget and get an action plan.
• SEO Rank Tracker Track keyword positions over time from Search Console exports, CSV imports or manual checks, with visibility, distribution and winners/losers.