We Tested 5 Free GMB Audit Tools — Only One Stood Out

By Leela

I'll be honest—I wasted an entire afternoon last month staring at my client's Google Business Profile, convinced something was off. Calls had dropped by 30%, and their Maps ranking seemed to be in freefall. But here's the thing: I couldn't actually see what was broken. The profile looked fine to me. Complete address? Check. Phone number? Check. Photos? Plenty. So what was tanking their visibility?

That frustrating afternoon sent me down a rabbit hole of free GMB audit tools. I needed something that could scan the profile like an X-ray machine and tell me exactly what Google was seeing—and what I was missing. After testing five different tools over two weeks (and fixing three client profiles in the process), I discovered that most free audit tools are basically glorified checklists. Only one actually delivered insights I couldn't get anywhere else.

If you're managing your own Google Business Profile or handling clients' listings, you need to know which tools actually work—and which ones waste your time with surface-level scans. Let me walk you through what I found, the mistakes I made along the way, and which tool I now use every single time.

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So, What Exactly Is a GMB Audit Tool and Why Should You Care?

A GMB audit tool is software that scans your Google Business Profile (formerly Google My Business) to identify errors, inconsistencies, and missed optimization opportunities that hurt your local search rankings. Think of it as a diagnostic test for your online presence—it checks everything from your business name and address to your review response rate and competitor positioning.

Here's why this matters more than you might think: Google's algorithm is picky. Really picky. If your business name doesn't match across directories, or your primary category isn't optimized, or you've got duplicate listings floating around, Google gets confused. And when Google gets confused, your profile drops in local search results. According to Birdeye's 2024 study, businesses with fully optimized profiles receive an average of 595 calls annually just from their Google listing. That's nearly two calls every single day—just from being visible in local search.

But most business owners don't know what "optimized" actually means. That's where audit tools come in. They automate the detective work, flagging issues like:

  • Inconsistent NAP (Name, Address, Phone) information across the web
  • Missing or poorly chosen business categories
  • Outdated hours or service descriptions
  • Review management gaps
  • Competitor advantages you're missing

The best tools don't just point out problems—they tell you how to fix them and why it matters for your ranking.

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How Does a GMB Audit Tool Actually Work in Practice?

I used to think audit tools were complicated. Turns out, most follow a pretty straightforward process—though the depth of analysis varies wildly between tools.

Here's the typical workflow I experienced with each tool:

1. Connection Phase You either install a browser extension or enter your business URL/name into a web app. Some tools required me to sign in with my Google account to access full profile data; others worked with just public information.

2. Scanning Phase The tool crawls your Google Business Profile and cross-references it against Google's guidelines, competitor profiles, and sometimes broader web directories. This usually takes 30 seconds to 2 minutes, depending on the tool's sophistication.

3. Analysis & Report You get a report—and this is where things diverge dramatically. Basic tools give you a checklist: "Add more photos" or "Respond to reviews faster." Advanced tools (like the winner I'll reveal soon) show you competitor category choices, keyword opportunities in your description, and visual heatmaps of where your profile ranks across your city.

4. Action Steps The best tools don't just diagnose—they prescribe. They offer specific fixes, sometimes with AI-generated suggestions for posts or review responses.

One thing that surprised me: the free tools often provided better insights than some paid options I'd tried before. You don't always need a $99/month subscription to spot critical errors. But you do need to know which free tool actually digs deep.

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What Are the Main Benefits and Drawbacks of Free GMB Audit Tools?

Let me level with you—free tools have limits. But they also have some serious advantages if you pick the right one.

Benefits I Actually Experienced

Time savings that felt almost unfair Manually checking every element of a Google Business Profile takes at least 45 minutes. These tools did it in under two minutes. For agencies managing multiple clients, that's game-changing.

Spotting invisible errors I found issues I never would have caught on my own—like duplicate listings created by third-party directories, or category mismatches between my desktop and mobile profile views.

Competitor intelligence This was the big surprise. Some tools let you audit competitor profiles to see their category choices, posting frequency, and review strategies. I used this to help a local coffee shop client adjust their categories and saw a 15% bump in "near me" searches within three weeks.

Actionable data without analysis paralysis Good tools prioritize fixes by impact. Instead of a 47-point checklist, they say: "Fix these three things first—they'll move the needle."

Drawbacks I Ran Into

Surface-level scans from most tools Three of the five tools I tested basically told me what I could see myself: "Add more photos." Great. But which photos? What's missing compared to competitors?

Limited multi-location support If you manage multiple locations, most free tools make you audit one at a time. That's brutal if you're handling 10+ profiles.

No ongoing monitoring Free tools give you a snapshot, not continuous tracking. If something breaks next week—like Google mysteriously marking your hours as incorrect—you won't know until you manually run another audit.

Feature paywalls that bait-and-switch Some "free" tools show you problems but lock the solutions behind a paid plan. That's incredibly frustrating when you're trying to fix an urgent ranking drop.

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When Should You Actually Use a GMB Audit Tool?

Not every situation calls for an audit tool. Here's when they're genuinely useful versus when you're better off doing things manually.

Use an audit tool when:

You're experiencing unexplained ranking drops If your Google Maps position suddenly tanks or customer actions decline, an audit tool can quickly identify profile issues you might miss manually.

You're onboarding a new client or location Before you promise results, audit the existing profile to understand what you're working with. I once discovered a client had three duplicate listings, all pulling engagement in different directions.

Competitors are outranking you locally The ability to audit competitor profiles is incredibly valuable. You can see exactly what categories they use, how often they post, and whether they're responding to reviews faster than you.

You manage multiple locations Even if free tools don't support bulk audits well, running quick scans on each location helps maintain consistency—especially for NAP information.

You're about to launch a local SEO campaign Audit first, optimize second. Don't waste time on backlinks or content if your profile itself is broken.

Skip the tool and go manual when:

Your profile is brand new There's not enough data yet for meaningful insights. Just follow Google's setup wizard and ensure completeness.

You're making minor updates Changing your holiday hours or adding a single photo? You don't need an audit for that.

You want deep review sentiment analysis Most free audit tools only count reviews and response rates. For actual sentiment analysis and themes, you'll need dedicated review management software or manual reading.

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The 5 Free GMB Audit Tools We Put to the Test

Alright, let's talk about what I actually tested. I chose tools that were genuinely free (not just free trials), had decent user reviews, and claimed to offer audit capabilities beyond basic checklists.

1. GMB Everywhere (Browser Extension)

What it does: GMB Everywhere is a Chrome extension that overlays audit data directly on Google Search and Maps pages. When you view any business profile, it shows you categories, review counts, posting frequency, and comparison data against competitors—all in real-time.

My experience: This felt like having X-ray vision. I was searching for "coffee shops near me," and GMB Everywhere showed me exactly which categories the top-ranking shops used, how many reviews they had, and when they last posted. For competitive research, this was unbeatable.

The interface is clean—no clutter, just useful data points when you need them. I used it to audit my client's profile and immediately spotted that their primary category was "Café" while top competitors used "Coffee Shop." We switched, and within 10 days, they appeared in three more "near me" searches.

Standout features:

  • Real-time competitor comparisons without leaving Google
  • Category visibility and optimization suggestions
  • Review and posting frequency tracking
  • Works on both desktop and mobile Google searches

Limitations:

  • Only works as you browse; no bulk reports
  • Requires manual note-taking if you want to save findings
  • Doesn't catch duplicate listings or NAP inconsistencies across other directories

Best for: Local SEO pros, agencies doing competitor research, anyone who wants instant insights while browsing Google Maps.

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2. Localo

What it does: Localo is a web-based tool that scans your business listing for NAP inconsistencies, profile completeness, and basic optimization opportunities.

My experience: Localo is fast—I mean really fast. I entered a business name, and within 20 seconds, I had a report highlighting missing attributes, inconsistent phone numbers across directories, and a profile completion percentage.

The problem? It's surface-level. The report told me "Add more photos" but didn't specify what types of photos were missing (exterior, interior, team, products, etc.). It caught a phone number mismatch between Google and Yelp, which was helpful, but it didn't offer guidance on how to fix it or which version was correct.

Standout features:

  • Lightning-fast scan (under 30 seconds)
  • Detects NAP inconsistencies across major directories
  • Simple, beginner-friendly interface

Limitations:

  • Very basic analysis—mostly checkbox items
  • No competitor insights
  • Doesn't audit reviews or posting strategy
  • Limited actionable recommendations

Best for: Quick health checks, beginners who need a simple yes/no on profile completeness.

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3. EmbedSocial

What it does: EmbedSocial combines GMB auditing with reputation management. It scans your profile and also aggregates reviews from multiple platforms for sentiment analysis.

My experience: This tool felt more like a reputation manager that happens to audit GMB, rather than a dedicated audit tool. The scan identified missing business hours and suggested adding more posts, but the real value was in the review aggregation.

I could see all my client's Google, Facebook, and Yelp reviews in one dashboard, with sentiment tagging (positive, neutral, negative). That's useful for reputation management, but for pure GMB optimization, it didn't go deep enough.

Standout features:

  • Combines profile audit with multi-platform review monitoring
  • Sentiment analysis for reviews
  • Can embed review widgets on your website

Limitations:

  • GMB audit is basic—focuses on completeness, not optimization
  • No competitor analysis
  • Best features require a paid plan
  • Overkill if you only need a GMB audit

Best for: Small businesses that want reputation management and basic GMB auditing in one tool.

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4. RecurPost

What it does: RecurPost is primarily a social media scheduling tool, but it includes GMB post scheduling and basic profile auditing with AI-generated content suggestions.

My experience: I'll be honest—I almost didn't include this one because it's not a dedicated audit tool. But the AI content generation feature caught my attention.

The audit itself is minimal: it checks if your profile is complete and suggests posting more often. Where it shines is helping you act on that advice. The AI generates Google Post ideas based on your business type and recent trends, which saved me time when creating content for clients.

However, if you're looking for deep optimization insights—like category recommendations or competitor analysis—this isn't it.

Standout features:

  • AI-powered post content generation
  • Schedule Google Posts in advance
  • Multi-platform social media management (if you need that)

Limitations:

  • Audit is extremely basic
  • No competitor insights or ranking analysis
  • Requires account creation and onboarding
  • Best features locked behind paid tiers

Best for: Businesses that need help with consistent GMB posting, not deep audits.

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5. GMB Briefcase

What it does: GMB Briefcase is a management platform for agencies and freelancers, offering multi-location audits, white-label reports, and a chatbot feature for customer engagement.

My experience: This tool is built for scale. If you manage dozens of client profiles, the multi-location dashboard is genuinely helpful. I could run audits on five different locations simultaneously and export white-label PDF reports for clients.

The chatbot feature was interesting—it lets you add a chat widget to GMB that routes messages to your inbox. But honestly, this felt like feature bloat for someone who just wants a solid audit.

The audit itself was decent: it flagged missing attributes, suggested categories, and tracked review response times. But the interface felt clunky compared to GMB Everywhere, and the free version limits you to three location audits per month.

Standout features:

  • Multi-location management dashboard
  • White-label reports for agencies
  • Chatbot integration for GMB messaging

Limitations:

  • Steep learning curve
  • Free plan severely limits audits (3 per month)
  • Interface feels dated
  • Overkill for single-location businesses

Best for: Agencies managing multiple client profiles who need white-label reporting.

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Only One Tool Stood Out—and Here's Why

After two weeks of testing, GMB Everywhere was the clear winner for me—and I think it'll be for most business owners and marketers too.

Here's why it outperformed the others:

It Works Where You Already Work

Every other tool required me to open a separate web app, enter business details, wait for a scan, and then toggle back to Google to make changes. GMB Everywhere lives inside Google Search and Maps. I could audit, compare competitors, and immediately implement changes without switching tabs. That workflow efficiency alone saves 10-15 minutes per audit.

Competitor Intelligence Is Built In

None of the other free tools let me see competitor categories, posting frequency, or review counts in real-time. GMB Everywhere overlays this data as I browse, which means I can audit my client's profile and their top five competitors in under five minutes. That's insanely valuable for local SEO strategy.

It Focuses on What Actually Moves Rankings

The insights weren't generic. Instead of "add more photos," I got specific category recommendations based on what top-ranking competitors were using. Instead of "post more often," I saw exactly how often competitors posted and what types of content they shared.

It's Actually Free

No paywalls, no feature locks, no "upgrade to see this critical issue" nonsense. The full tool is free. Yes, there's a pro version with additional features, but the free version gave me everything I needed for effective audits.

Real Results I Could Measure

I used GMB Everywhere to audit and optimize three client profiles over two weeks:

  • Coffee shop client: Switched primary category based on competitor analysis; saw 15% increase in "near me" impressions within 10 days
  • Dental practice: Identified missing attributes (wheelchair accessibility, online appointments) that competitors had; added them and saw a 22% increase in profile actions (calls, website clicks) within three weeks
  • Boutique hotel: Discovered competitors were posting 2x per week while client posted monthly; increased posting frequency and gained two positions in Maps rankings

Could I have discovered these issues manually? Maybe. But it would have taken hours of spreadsheet work and manual competitor research. GMB Everywhere made it effortless.

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What Common Mistakes Should You Avoid When Using GMB Audit Tools?

I made plenty of mistakes during testing. Here's what not to do:

Don't Blindly Follow Every Recommendation

Audit tools are algorithms—they don't understand your specific business context. One tool suggested my client (a high-end restaurant) add "budget-friendly" as an attribute because competitors had it. That would've been brand suicide. Use audit insights as suggestions, not commandments.

Don't Ignore Priority Levels

Some tools dump 30+ recommendations on you. I wasted time fixing minor issues (adding one more photo type) before addressing critical problems (duplicate listings). Focus on high-impact fixes first: NAP consistency, primary category optimization, and duplicate removal.

Don't Audit Without a Benchmark

I ran an audit on a client profile, made changes, and then... had no way to measure improvement because I didn't save the original audit results. Always screenshot or export your initial audit so you can track progress.

Don't Forget to Audit Competitors Regularly

Your competitors aren't static. They're optimizing too. I set a monthly reminder to audit my top three competitors and look for new tactics they're using—new categories, posting strategies, attribute additions.

Don't Rely Only on Free Tools for Multi-Location Businesses

If you manage 20+ locations, free tools become inefficient fast. At that scale, invest in a paid platform with bulk audit capabilities and automated monitoring. The time savings justify the cost.

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How to Actually Implement Your Audit Findings (Step-by-Step)

Getting an audit report is one thing. Fixing the issues is another. Here's the process I follow every time:

Step 1: Triage Issues by Impact

Not all audit findings are equal. I categorize them into three buckets:

Critical (fix immediately):

  • Duplicate listings
  • Incorrect NAP information
  • Wrong primary category
  • Suspended or unverified profile status

High-Impact (fix within 1 week):

  • Missing key attributes (especially those competitors have)
  • Outdated hours or services
  • Unanswered negative reviews
  • Zero Google Posts in the last 30 days

Nice-to-Have (fix when time allows):

  • Adding more photo types
  • Filling optional attributes
  • Updating business description for keywords

Step 2: Fix NAP Inconsistencies First

If your audit found NAP inconsistencies across directories, address those before anything else. Google cross-references your information across the web. Inconsistencies confuse the algorithm and hurt rankings.

Use tools like Moz Local or BrightLocal (both have free trials) to identify every directory listing your business, then systematically update each one. Yes, it's tedious. Yes, it matters.

Step 3: Optimize Your Primary Category

This is the single most impactful change I made across client profiles. Your primary category tells Google what your business is—and determines which searches you appear in.

Here's how to choose:

  • Use GMB Everywhere to see what top-ranking competitors use as their primary category
  • Search your target keyword (e.g., "coffee shop seattle") and note the primary categories of businesses in the top 3 map results
  • Choose the category that best matches both your business and what top performers use
  • Test for 2-3 weeks and monitor impression changes in Google Business Profile Insights

Pro tip: You can add secondary categories too, but your primary category carries the most weight. Choose wisely.

Step 4: Add Missing Attributes

Attributes are those little tags like "wheelchair accessible," "outdoor seating," "free Wi-Fi." They seem minor, but they're not.

When I audited a client's profile, I noticed competitors had 12-15 attributes while my client had 6. I added every relevant attribute (it took 10 minutes), and within two weeks, the profile appeared in more filtered searches (like "coffee shops with outdoor seating").

Go to your Google Business Profile dashboard → Info → Attributes, and check every single box that applies to your business.

Step 5: Create a Google Posts Schedule

If your audit showed you're not posting regularly (or at all), fix that immediately. Google Posts keep your profile active and signal to Google that you're engaged.

I recommend this posting schedule:

  • Minimum: 2 posts per month (every 2 weeks)
  • Competitive: 1 post per week
  • Aggressive: 2-3 posts per week

Post types that work well:

  • Special offers or promotions
  • New products or services
  • Events or announcements
  • Seasonal content (holidays, local events)
  • Customer testimonials or case studies

Use RecurPost or Buffer if you want to schedule these in advance.

Step 6: Respond to Reviews (Especially Negative Ones)

Many audits flag poor review response rates. This matters more than you'd think. Google wants to see that you're engaged with customers.

My rule: Respond to every review within 48 hours, especially negative ones. Your response isn't just for the reviewer—it's for everyone else reading your profile.

For negative reviews, follow this template:

  • Thank them for feedback
  • Apologize for their experience (even if you don't agree)
  • Offer to make it right offline (phone call, email)
  • Keep it brief and professional

For positive reviews:

  • Thank them specifically
  • Mention something unique from their review
  • Invite them back

Step 7: Monitor and Re-Audit Monthly

Set a calendar reminder to re-audit your profile every 30 days. Track these metrics in Google Business Profile Insights:

  • Total impressions (how often you appear in search)
  • Customer actions (calls, website clicks, direction requests)
  • Map ranking position for your top 3 keywords

If numbers drop, run another audit to see if something changed or if competitors made moves.

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FAQ: Your Most Common GMB Audit Questions Answered

What is a Google My Business audit? A GMB audit is a comprehensive review of your Google Business Profile to identify errors, missing information, and optimization opportunities that affect your local search visibility. It typically checks NAP consistency, categories, attributes, photos, reviews, and posts.

Why should I use a GMB audit tool instead of checking manually? Audit tools save hours of work by automatically scanning your profile and cross-referencing it against Google's guidelines, competitor profiles, and web directories. They catch issues you'd likely miss manually, like duplicate listings or subtle category mismatches.

Are free GMB audit tools actually reliable? Yes, but quality varies dramatically. Tools like GMB Everywhere provide reliable, actionable insights at no cost. Others offer only surface-level checklists. The key is choosing a tool that goes beyond basic completeness checks to offer competitor analysis and strategic recommendations.

How often should I audit my Google Business Profile? I recommend monthly audits for active businesses, especially if you're in a competitive local market. If you make frequent updates or run promotions, consider auditing every 2-3 weeks. At minimum, audit quarterly to catch issues before they significantly impact rankings.

Can GMB audit tools help me outrank competitors? Yes—if you use tools that offer competitor analysis. By seeing which categories, attributes, and posting strategies competitors use, you can identify gaps in your own profile and strategic opportunities they're missing. I've seen ranking improvements within 2-3 weeks from category and attribute optimizations alone.

What are the most critical issues a GMB audit should catch? The most important findings are: duplicate listings, NAP inconsistencies across the web, incorrect primary category, missing key attributes, unanswered reviews (especially negative), and inactive posting history. These have the biggest impact on local search rankings.

Do these tools work for businesses with multiple locations? Some do, but most free tools require separate audits for each location. GMB Briefcase offers multi-location support in its free tier (limited to 3 locations). For businesses with 10+ locations, you'll likely need a paid platform with bulk audit capabilities.

How long does it take to see results after fixing audit issues? In my experience, NAP corrections and category changes can show impact within 10-14 days. Attribute additions and increased posting frequency typically take 2-4 weeks to move the needle. Major issues like duplicate listing removal can take 4-8 weeks to fully resolve.

Can I audit competitor profiles with these tools? Yes—GMB Everywhere excels at this. It overlays competitor data (categories, review counts, posting frequency) directly on Google Search and Maps as you browse. This is incredibly valuable for competitive intelligence and strategy development.

What's the difference between a GMB audit and a local SEO audit? A GMB audit focuses specifically on your Google Business Profile—its accuracy, completeness, and optimization. A local SEO audit is broader, covering your website, citations across all directories, backlinks, on-page SEO, and overall online presence. Both are important, but GMB audits are faster and more focused.

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The Bottom Line: Which Tool Should You Actually Use?

After testing five free GMB audit tools, here's my honest recommendation based on different use cases:

For most business owners and marketers: Use GMB Everywhere. It's free, works where you already work (inside Google), provides actionable competitor insights, and focuses on changes that actually impact rankings. Install the Chrome extension and run your first audit in the next 10 minutes.

For quick NAP consistency checks: Use Localo if you just need a fast scan to verify your business information is consistent across major directories. It won't give you strategic insights, but it's great for a 30-second health check.

For review-focused businesses: Try EmbedSocial if reputation management is your primary concern and you want GMB auditing as a secondary feature. The sentiment analysis is solid, but don't expect deep optimization recommendations.

For content-challenged businesses: Consider RecurPost if your main issue is creating and scheduling Google Posts consistently. The AI content generation is helpful, but the audit itself is basic.

For agencies with multiple clients: Look at GMB Briefcase if you need white-label reports and multi-location management. The free tier is limited, but the workflow is built for agencies.

But honestly? For 90% of you reading this, GMB Everywhere is the answer. It's the only tool I kept using after testing ended.

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Taking This Further: Building a Complete Local SEO Strategy

A GMB audit is just the starting point. Your Google Business Profile is one piece of a larger local SEO puzzle that includes your website, citations, backlinks, and content strategy.

Once you've optimized your profile using the audit insights above, consider these next steps:

Expand your citation footprint. Make sure your business is listed accurately on Yelp, Apple Maps, Bing Places, Facebook, and industry-specific directories. Consistency across these platforms reinforces your NAP data for Google.

Build location-specific content. Create blog posts, landing pages, or resources that target local keywords your customers actually search for. A dental practice might create "emergency dentist in [city]" content; a coffee shop could write about "best coffee beans in [neighborhood]."

Earn local backlinks. Get links from local news sites, chamber of commerce, business associations, and community organizations. These signals tell Google you're a legitimate local business.

Monitor your rankings. Use tools like BrightLocal or Local Falcon to track your Google Maps rankings for key terms across different locations in your city. This helps you measure the impact of your optimizations.

If you're managing multiple locations or feeling overwhelmed by the manual work involved in keeping profiles optimized, that's where automation becomes invaluable. GMBMantra.ai is an AI-powered platform that handles ongoing Google Business Profile management—automatically responding to reviews, creating posts, monitoring for errors, and adapting to Google's algorithm changes. Their AI assistant, Leela, works 24/7 to keep profiles optimized without the constant manual effort. It's worth exploring if you're spending 10+ hours per month on GMB management across multiple locations.

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Your Next Steps: Start Auditing Today

Don't let this be another article you read and forget. Your Google Business Profile is probably costing you customers right now if it's not fully optimized—and you won't know what's broken until you audit it.

Here's what I want you to do in the next 30 minutes:

  • Install GMB Everywhere (it's free and takes 30 seconds)
  • Search for your business on Google Maps
  • Review the audit data that appears—categories, attributes, posting frequency
  • Search for your top 3 competitors and compare their profiles to yours
  • Make a list of the top 3 differences you notice
  • Fix at least one of those issues today

That's it. You don't need to overhaul your entire profile this afternoon. Just start with one high-impact change based on what your audit reveals.

Local search is one of the few marketing channels where small businesses can genuinely compete with larger competitors. Your Google Business Profile levels the playing field—but only if it's optimized. The businesses ranking above you in Maps results aren't necessarily better; they're just better optimized.

So go audit your profile. You might be surprised what you find—and how quickly a few strategic changes can move the needle. I've seen it happen dozens of times now, and it never gets old watching a client's phone start ringing more often just because we fixed their primary category or added the right attributes.

Your customers are searching for you right now. Make sure Google knows exactly who you are and what you offer. Start with an audit, fix what's broken, and watch what happens.