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How to Perform a GMB Audit?

We are always looking forward to improving our business listing as it’s one of the few ways, how local SEO we put our business in front of our target audience. While there are many ways to list your business, Google has earned the top spot in showcasing business in front of relevant people.  But how exactly should one know that their GMB profile is well-optimized and appearing in front of the target audience?   

What steps should one take to ensure their business is gaining significant traction?   

In this article, we are going to explore a few good tricks to ensure your GMB profile appears on the map pack. Here’s a step-by-step process of how GMB audits are to be performed.  

A Step-by-Step Process for GMB Audit   

Here’s a complete step-by-step process of how a GMB audit should be performed.   

1. Audit the Competition  

Want to outdo your competitor? Help your clients shine bright by doing simple research. Get to know the competition listings inside and out; your agency can figure out what to add to a listing to make it pop – like bumping up the number and quality of reviews.   

When you’re searching, select terms that are zero in your client’s niche or their primary Google business category and location. For example, “Lawyers New York.”  

Google will line up what it sees as the top three competitors for that spot. So, the more your client matches in terms of distance, relevance, and how well-reputed they are, the higher their chances of showing up in the SERPs are.  

Once you are aware of who your client’s competitors are, you can start to compare their listings. Look for things like:   

  • Does their listing title include a keyword?  
  • Does the listing title mention the target location?  
  • Do they list a physical address and website link?  
  • Do they use primary or secondary Google Business categories?  
  • How do their review counts stack up against your clients’?  

Where are their links leading to? (this could be a chance to spot opportunities for your clients)  

If you’re ever unsure, stick to the Google Business Profile Guidelines and make the changes you think will really help your clients out.  

Business Details  

In our comprehensive audits for clients, we ensure their core business details are prominently featured on their GMB listings.   

It’s crucial to have your Business Name, Address, and Phone Number—known as NAP—alongside your company website, the category of your business, and a compelling description.   

This isn’t just a checklist item; it’s a strategic move to amplify your visibility and credibility online. By incorporating these details, you’re not just sharing information; you’re telling the story of your brand and setting the stage for success in the digital arena.  


You’ll be prompted to provide specific details once you set up your Google My Business listing. It’s crucial, though, to address a common pitfall we’ve observed: businesses with multiple locations often have inconsistencies in their names, addresses, and phone numbers. We’ve seen firsthand how this can impact your visibility and credibility.   

Website Link  

Adding your company’s website isn’t just a nice-to-have; it’s a strategic move that empowers potential customers to connect with your brand more deeply. The real game-changer? Utilizing UTM parameters.   

This tiny yet mighty tool lets you track exactly how visitors land on your site through your GMB listing. It’s not just about driving traffic; it’s about understanding and following GMB optimization correctly.   

Primary Category  

Choosing the right category for your business on Google My Business (GMB) is crucial—it’s what places where you exactly need to be within your industry and business type when potential customers are on the hunt for services like yours.   

When setting up your GMB optimization, it prompts you to select a category, a moment where accuracy is key. However, mistakes happen, and sometimes the wrong category is selected.   

Business Hours  

Your customers need to be in the loop about your operating hours, which is why prominently featuring them on your GMB (Google My Business) listing is a smart move.  

In our experience, when conducting a location audit, you’ll see a notable uplift in your listing’s optimization when you input your business hours. This isn’t just a suggestion—it’s a tried and tested strategy that has propelled many businesses to the forefront of their customer’s minds.   

Trust us, taking this step is more than just an update; it’s a game-changer for your online presence.  

Business Description  

We strongly advise, though it’s your call, that you clearly articulate what your business embodies in 750 characters or less. This is more than just busy work; strategically embedding keywords you aim to rank for can significantly amplify your visibility.   

Overlooking this step? Expect it to be a focal point in any audit report, urging you to craft a compelling narrative.  

In essence, polish your profile, infuse it with precise details, and you’re set for success. This approach isn’t just about ticking boxes; it’s about laying a foundation of trust and demonstrating your authority in your niche.   

Through sharing insights and successes, we’re not just advising; we’re journeying with you toward achieving remarkable results.  

2. Posts  

Take advantage of the power of Google My Business, especially the often-ignored Google Post feature.   

In just 300 words, you have the chance to showcase your latest offers and new products or keep your customers in the loop about your business updates. Remember, a post only lasts seven days, but the impact can be lasting.   

Our audit report doesn’t just skim the surface; it digs deeper to highlight untapped opportunities, like maximizing the benefits of Google Posts. If you have yet to leverage this to its full potential, we’ll show you how. It’s not just about making moves; it’s about making the right moves.  

3. Photos  

Google has transformed photos into a key highlight on the knowledge panel, strategically positioned right above each listing’s NAP. It’s crucial, once your GMB listing is verified, to upload your logo and cover photo without delay.  

Moreover, sharing high-quality, crisp photos of your business’s interior and exterior and a dedicated team in action can significantly boost your click-through rate.   

In your audit report, you’ll see insights on your photo uploads – their number and impact. The key is to publish many photos, not just user-submitted ones. This strategy boosts your visibility and greatly improves your chances of engaging customers who are ready to connect with your business.  

4. Questions and Answers   

Ever noticed those questions popping up on your Google My Business profile? It’s super essential to jump in and answer them yourself. If you don’t, someone else might, and who knows what they’ll say? It could be way off or even wrong.  

Here’s the thing – you can’t just swipe away those user-generated answers. So, when you spot a question, ensure you’re in your account and answer it ASAP.  

And here’s a cool tip: answering questions lets you sneak in some keywords, boosting your visibility in search results. It’s like a hack to ensure you’re getting the most out of your Google My Business listing. When you give it a check-up, see if you’re using the Q&A feature to its full potential.   

5. Optimize GMB Categories   

First things first, head over to Google Maps and scope out your competitor’s spot. Snag their primary category and pop it into your GMB audit template. We’re on a mission here!  

Keep an eye out for any other categories under which they might be listed. Our main rival isn’t flaunting any extra categories, which is standard for plumbing heroes.  

Once you’ve done this recon work for all your competitors, it’s time for the fun part. Let’s spot the trends in primary and secondary categories across the board. This is the secret sauce to refine your strategy.  

6. Google Reviews   

Are you proactively inviting your customers to leave reviews about your business? In a previous piece, we shared insights on securing top-notch reviews for your listing. This strategy enhances your online presence and is crucial during a Google My Business audit. Why is this so pivotal?  

Reviews are not just a key ranking factor; they significantly elevate your online reputation and boost click-through rates, making potential customers more inclined to explore your products or services.  

Need to pay attention to the power of reviews on your GMB listing? Your audit report will highlight this missed opportunity. It’s time to harness the full potential of customer feedback to fortify your business’s online stature.  

Also Read: Why do small businesses need local SEO?

Want Your GMB To Show Up In Local Map Pack? 

In conclusion, getting your Google My Business (GMB) profile right is super important for local SEO. Our step-by-step guide has shown you exactly how to check and improve your GMB profile.  

But why stop there? As the best digital marketing agency, Allure Digital doesn’t just offer advice; we provide detailed services to implement all these strategies for your business to make your GMB profile stand out.  

Let us help you get more customers with our expert GMB optimization and local SEO services. 

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