Local pack
A GBP audit for local SEO checks the public Google Business Profile before you try to improve the local pack. GBP is the short name for that profile, still sometimes called Google My Business. This page is the local-pack reading of the audit: which public facts it can see, which ranking inputs it cannot, and how to run a free GBP audit without logging in.
The search box is on the homepage. Pick the business from the Google dropdown. A keyword is optional. 3 free previews every 24 hours, after an email. No Google login.
What a GBP audit checks
These are the signals this audit can actually read. The Google Business Profile analyzer writes out the weights. This page maps the same signals onto local SEO.
Name, address, phone, website, hours, and primary category. A specific category scores higher than a generic label such as establishment or point of interest. These are the facts sitting on the profile a local result can display.
The public review count and average rating. When a competitor set comes back, both are compared with the median of up to 5 nearby places. Owner reply rate is not scored, because the public sample is not a reliable reply rate.
Scored only when a website is listed and the homepage can be fetched. The check looks for the business name, phone, and city, plus a title, a single H1, and LocalBusiness schema. A keyword you enter is also checked on that page. A missing site, or a fetch that fails, is left out of the total instead of scored as zero.
Up to 10 public photo references. Photos are weighted 0, so the sample does not change the number out of 100. An empty sample can still be recorded as a finding, because customers see photos on the listing even when this score ignores them. Logo, cover, and the rest of the library need owner access.
Optional. Nine Places Text Search relevance probes around the business, each looking at up to 20 results. The probe can cap the score. It is not the local pack a person sees, and it does not store rank history.
Up to 5 other places from the same search. Their review median and most common primary type feed the score. The paid report lists each one with distance and a photo sample. Competitor photo counts do not move the score.
GBP audit and the local pack
Google's published local-ranking guidance groups the inputs as relevance, distance, and prominence. The local pack is the map block Google shows for a local search. A GBP audit does not move that block by itself, and a higher score is not a pack position. It shows which public profile facts under relevance and prominence are thin, so the fix list has a place to start.
Whether the profile looks like a match for the search. The audit reads the primary category and, when you add a keyword, checks that keyword on the website and in a Places relevance probe. The probe can cap the published score. It is not the order of the local pack.
How far the business is from the person searching. That changes with every searcher, so this GBP audit does not score distance, and editing the profile does not change it.
How established the listing looks beside others nearby. The score uses profile completeness plus the public review count and average rating, compared with a local median when up to 5 competitors are returned.
Local SEO also includes work this audit cannot see. Those gaps are not treated as failures. The GMB audit checklist is the manual pass for the dashboard.
Free GBP audit tool
The free GBP audit tool is the homepage search. 3 free previews every 24 hours, after an email, for a business in any country. A single full audit is $9. Freelancer is $19/mo for 15 audits, and Agency is $49/mo for 60. Both plans can put your logo, color, and contact details on a white-label PDF. Freelancer PDFs keep a Powered by GMB Audit line. Agency PDFs leave GMB Audit branding off.
On the homepage, type the name and pick the listing from the Google dropdown. That selection is the GBP you are auditing.
Use this when the question is local pack relevance. The keyword runs the Places probe and can cap the score. Leave it blank for a profile-only score.
Enter an email to see the preview. You can do this 3 times every 24 hours. The $9 report adds the locked findings and the PDF. Freelancer ($19/mo) includes 15 full audits. Agency ($49/mo) includes 60.
Pricing for freelancers and agencies
Run up to 3 free previews a day, on any business in any country. Unlock one full audit, or pick a monthly plan and audit every prospect without paying per report.
One full audit when you need it.
For freelancers auditing prospects every week.
For agencies auditing every client and prospect.
FAQ
The Google Business Profile audit page is the report overview. The free GMB tools page lists every tool on this site.
A GBP audit reviews the public Google Business Profile, the listing sometimes still called Google My Business, and turns those visible facts into a score. For local SEO, use it to see the category, reviews, website, and an optional keyword probe before you work on the local pack. It does not log in to the Google Business Profile dashboard, and the score is not a rank Google publishes.
To audit a GBP, search the business on the homepage and pick it from the Google dropdown. Add a keyword if you want the Places relevance probe for a local search. Enter an email to open the free score. You can do that 3 times every 24 hours. Owner access is not required for this public-data pass. Posts, the owner description, and other dashboard-only fields are on the checklist, not in this score.
The preview is a free GBP audit: 3 every 24 hours, and an email is required before the score is shown. A single full audit is $9. Freelancer is $19/mo for 15 full audits. Agency is $49/mo for 60 full audits. It works for a business in any country, with no Google login.
This GBP audit tool checks the public listing facts, reviews next to nearby businesses, the linked website, a photo sample, an optional keyword probe, and up to 5 nearby competitors. It does not show the live local pack order, rank history, posts, citations, or Google Performance counts. The weight formula for the score is written out on the analyzer page.
No. The local pack is the map block for a specific searcher, and this audit does not report that order. If you add a keyword, nine Places Text Search probes can cap the score. Those probes are a relevance check, not the pack a person sees on Google Maps, and they are not stored as rank history. Google's published guidance groups local ranking into relevance, distance, and prominence. Distance is not scored here, because it depends on the searcher.
The $9 report adds full score breakdown and evidence, local competitor benchmarks, prioritized fixes with measurable targets, and a 30/60/90-day plan and emailed PDF. Freelancer ($19/mo, 15 audits) and Agency ($49/mo, 60 audits) can put your logo on that PDF. Agency PDFs leave off GMB Audit branding. The sample report shows the paid layout with fictional data.
