Why you need a GMB audit tool for better local rankings

A properly optimized Google Business Profile is an essential part of appearing in top local search results.

And with Google Business Profile audit tools on your side, you can seriously streamline the GBP (or GMB) audit process.

What does a Google Business Profile/Google My Business audit tool do?

A GMB audit tool identifies issues getting in the way of your profile ranking well in search engines and Google Maps. Auditing and optimizing your GBP increases your chances of a customer finding you online, visiting your business and ultimately converting. Good audit tools detect areas to improve that may boost your local rankings, such as:

• Duplicate GBP listings
• Incorrect NAP data (name, address, and phone number)
• Incomplete profiles
• Average ratings 
• Competitor insights

Most tools offer local SEO recommendations in a handy to-do list, which you can use as a GBP audit template. Some GMB audit tools even offer a Chrome extension, giving you access to insights directly in search engine results.

How to conduct a full GMB audit

A thorough Google Business Profile audit involves both using GBP audit tools and manual checks to cover all your bases. If you’re working with an SEO consultant or agency, they should present you with a full GBP audit report before they start working on improvements. When performing a comprehensive GMB audit, be sure to answer the following essential questions:

• Have you claimed and verified your GBP?
• Did your GMB audit tool discover any duplicate profiles?

• Is all of your essential information accurate?
• Have you chosen the best primary and secondary categories for your business?
• Have you enhanced the visual content to reflect where you’re physically located (high-quality photos, videos, logo, cover image, products, and services)?
• Is your business description compelling and optimized with relevant local keywords?
• Have you responded to all of your customer reviews (both positive and negative)?

• Have you uploaded your products and services with descriptions, prices, and high-resolution images?
• Are you posting content regularly to keep your GBP profile fresh and engaging (updates, events, promotions, etc.)?
• Is messaging enabled to allow direct communication between your local business and customers?
• Are your opening hours accurate, including any changes during holidays and events?
• Have you provided information about your location, such as outdoor seating, free Wi-Fi, and restrooms?
• Could you add useful links for your website, booking pages, and social media profiles?
• Have you completed the Q&A section to address frequently asked questions?

 If the answer to all these questions is “yes”, you should get a green circle in your dashboard.

To give your GBP the best chance of success, you should also audit your website to make sure it’s mobile friendly, optimized with local keywords, and has a healthy backlink profile. And don’t ignore your other business listings. Google Business Profile relies on other directories to verify your details are accurate and up to date.

GBP insights: Check your progress with Semrush Local’s Insights of GBP, which brings your data into one simple dashboard. Plus, view a year’s worth of data (versus just six months in Google’s own insights) and compare it to previous periods.