Free Google Business Profile audit

What does the audit check?

The tool reads your business's public listing through Google's official API (Places API) and applies the rules of the Revys listing advisor that can be checked without access to your account. Each rule matches a verifiable fact, not an opinion:

• the listing status: a listing marked “temporarily closed” or “permanently closed” all but disappears from local results;
• the name: a name with an added city, service or slogan breaks Google's rules and risks a suspension;
• the primary category: missing or too vague (“Store”, “Service”), it robs the listing of its first relevance signal;
• opening hours, website and phone number;
• the number of reviews (10 and 20 thresholds), the average rating (4 and 4.5 thresholds) and the date of the reviews Google highlights;
• whether a negative review is among those highlighted reviews, and the number of visible photos.

Each finding says why it matters, what to do, and links to the Revys guide that explains the steps. Points already in order are listed separately, so you also know what to leave alone.

How is the score calculated?

Each rule is weighted by its effect on visibility: 3 points for a high priority (status, name, category, hours, fewer than 10 reviews, rating below 4), 2 points for a medium priority (website, phone, fewer than 20 reviews, review freshness, photos), 1 point for a low priority. The score is the share of points earned on the applicable rules, scaled to 100. A rule that does not apply, such as the rating when the listing has no reviews yet, or opening hours for a hotel, is simply skipped: it neither adds nor removes points.

The thresholds are not arbitrary. The primary category is the top factor named by local SEO specialists (Whitespark survey 2026). On the customer side, 47% avoid a business with fewer than 20 reviews, 68% only choose a business rated 4 or higher and 74% look at reviews from the last three months (BrightLocal, 2026 survey). Google itself recommends keeping hours, category and contact details up to date, replying to reviews and adding photos.

A score of 85 or more means a well-kept listing on the publicly visible points; between 60 and 84, a few quick fixes will do; below 60, start with the high-priority findings, which weigh the most.

What the public audit cannot see

We would rather be clear: this audit only reads what Google makes public, and Google does not expose everything. It cannot see your replies to reviews or how fast you reply, because the public API returns no owner response. Nor can it see the description you wrote, secondary categories, services, attributes (accessibility, payment methods, Wi-Fi…), special hours for public holidays, your posts, the date of your latest photos or listing insights.

Two more limits are worth knowing. Google only returns five reviews, picked for relevance rather than date: the freshness rule therefore looks at highlighted reviews, and you may have newer ones. Google returns at most ten photos: beyond that, the tool shows “10+ photos” without counting the rest.

Those points need access to your Google Business Profile account. That is what the Revys Pro listing advisor does: once your listing is connected, it runs the 38 rules of the full audit, drafts a description and post ideas, and tracks the listing every month.

Where to start after the audit?

Work through the findings in the order shown: they are sorted from most to least serious. Listing fixes (status, category, hours, website, phone) take a few minutes in Google Business Profile, but Google can take several days to approve and show them. Review-related findings take longer: you fix them by asking every happy customer for a review, with a direct link or a QR code, and by replying to reviews, positive and negative.

Run the audit again a few weeks later to measure progress. Data is kept in memory for 24 hours at most to limit calls to Google: a change made today shows up the next day at the earliest, often later, once Google publishes it.

Privacy and usage limits

The audit is free, with no account and no email. We do not store your IP address in a database, the audited business or the result: the listing's public information stays in memory for 24 hours at most, then is erased. To prevent abuse, each visitor can run 5 audits a day, and the tool pauses when the daily cap of calls to Google is reached.