Choose the best GMB audit tool to fix listing and rank higher

Your GBP listing might seem complete—you’ve added your business hours and a few photos and collected some Google reviews. But something isn’t right—your local rankings are dropping, fewer people are clicking on your business profile, and competitors are outranking you in search results. 

That’s why GMB audit tools exist—they scan your profile, spot any issues, and offer insights to help you fix them.

Read this blog to find the best Google Business Profile audit tool and how it can help your business rank higher and attract more customers. 

ICYMI: Previously called Google My Business (GMB), Google has rebranded it as Google Business Profile (GBP). However, since many businesses still recognize it as GMB, we’ll use the term interchangeably in this blog.

What is a GMB audit?

A GMB audit is a structured review of your Google Business Profile, ensuring that all business details—name, address, phone number (NAP), GMB categories, reviews, operating hours, and business titles—are accurate. This process helps businesses maintain search visibility, attract customers, and stay ahead of local competitors.

💡Take control of your local search with a GMB audit

Ignoring your Google Business Profile audit is like handing customers over to your competitors. An outdated or unoptimized listing doesn’t just affect rankings—it impacts trust, engagement, and conversions.

According to Birdeye’s State of Google Business Profiles 2024 study, verified profiles receive about 200 monthly interactions, with nearly 48% leading to website clicks. That means if your listing isn’t optimized, you’re missing out on valuable traffic, calls, and potential customers.

Your competitors aren’t just ranking higher; they’re taking your clicks, calls, and foot traffic. If your Google business account isn’t working for you, it’s working against you.

This is where a reliable GMB audit tool makes all the difference, as it helps businesses automatically detect errors, improve visibility, and dominate local search results.✅

What is a Google My Business audit tool, and why does it matter?

A Google My Business audit tool (now called a Google Business Profile audit tool) is a software solution designed to analyze, diagnose, and optimize a business listing site for better performance in Google Search and Google Maps.

Businesses that rely on manual audits often miss hidden issues that impact their rankings, such as:
❌ Incorrect or outdated business information (like wrong business hours)
❌ Duplicate listings that confuse Google and lower your visibility
❌ Unoptimized GMB categories that prevent you from ranking for the right search queries
❌ Poor review management affecting credibility and engagement

A GMB audit tool automates this process, scanning your GBP listing for errors, ranking blockers, and optimization gaps. It then offers actionable insights to help improve your local rankings.

Why do businesses need a GMB audit tool instead of manual audits?

When customers look for businesses online, they aren’t just scrolling—they are ready to take action. As per Birdeye’s 2024 study of the state of GBPs, businesses with optimized profiles receive around 66 direction requests per month, indicating that customers actively intend to visit. 

A well-audited GBP ensures your business is easy to find, driving more foot traffic and conversions. However, manually checking everything through a Google Business Profile Manager can be inefficient. It’s time-consuming to click through every section, compare your profile against competitors, and figure out what might be missing or outdated. 

You might not even know what elements Google prioritizes for local rankings.

That’s where GMB audit tools exist—they automatically scan your profile, spot any issues, and offer insights to help you fix them.

Here are four key reasons why a GMB audit tool is a better alternative to manual audit: 

🔹 Speed & accuracy – A manual Google Business Profile audit can take hours or even days, while an audit tool generates a full report in minutes.

How long does it take to conduct a Google business audit?

The time required for a Google business audit depends on whether a business uses a GMB audit tool or conducts the process manually: 

Using a Google Business Profile audit tool: A full scan of a client’s Google business listing takes 5–10 minutes and provides an instant report of errors, optimization gaps, and ranking opportunities.

Manual audits: Reviewing every detail—business information, service area, reviews, GMB categories, and competitor listings—can take several business hours to days, depending on the complexity of the listing and the number of business locations.

Multi-location businesses: If managing multiple business locations, auditing each GMB listing manually can take days without automation.

In the later section of the blog, we’ll discuss auditing via a Google business profile tool and manually. 

🔹 Automated ranking improvements — These tools detect issues that impact Google search rankings and provide AI-driven recommendations for fixing them.
🔹 Competitor benchmarking – Compare your GBP listing against local competitors and uncover opportunities for improvement.
🔹 Scalability for multi-location businesses – Businesses with multiple locations need a tool to efficiently track and audit each listing.

Key features to look for in a GMB audit tool

When businesses struggle with low search rankings, incorrect business details, or declining customer engagement, they often don’t realize their GBP is the problem. 

Google rewards businesses that actively manage their GMB listings—but manually identifying errors, duplicate listings, and missing information is time-consuming and inefficient.

That’s why choosing the right Google Business Profile audit tool is crucial. Instead of relying on manual audits, an audit tool automates the process, ensuring your Google business listing is always optimized for local search results.

If you’re investing in a Google My Business audit tool, look for these key features:

1. Automated listing scans & error detection

As per Birdeye’s 2024 GBP study, on average, businesses receive 595 calls annually (about 50 per month) from verified profiles, so even a minor inaccuracy can cause a severe dip in ranking. Many businesses unknowingly have incorrect business names, outdated phone numbers, or conflicting business hours across different platforms. These inconsistencies confuse Google’s algorithm, reduce search visibility, and frustrate customers. 

✅ How a Google Business Profile audit tool helps: It scans your Google Business listing in seconds, detects NAP format inconsistencies, and ensures your details (like same address) are accurate across all local listings.

2. Duplicate listing detection

A common mistake businesses make is having multiple Google Business Profiles—sometimes due to rebrands, location changes, or third-party directory listings. These duplicate listings split ranking authority, lower search results performance, and mislead customers.

✅ How a Google Business Profile audit tool helps: It identifies and flags duplicate GBP listings, provides steps to merge or remove them, and prevents Google penalties that could harm your ranking.

3. AI-powered SEO recommendations

Businesses often fail to optimize their Google Business Profile for search rankings. The wrong business categories, missing keywords, or an unoptimized business description can cause a listing to appear for irrelevant searches—or not show up at all.

✅ How a Google Business Profile audit tool helps: Using AI-driven insights, it helps you find primary and secondary categories, identifies keyword optimization opportunities, and provides local SEO recommendations that align with Google’s ranking factors.

4. Google Insights & performance tracking

Many businesses update their Google Business Profile without tracking whether those changes actually improve rankings or engagement. Without performance tracking, knowing what’s working and what needs adjustment is impossible.

✅ How a Google Business Profile audit tool helps: It provides real-time data on search views, customer interactions, and local ranking performance, helping businesses refine their SEO strategy and make data-driven improvements.

How often should a Google business audit be performed?

Consistency is key to ranking higher in search results. Yet, as per Birdeye’s GBP 2024 study, only 64% of businesses have verified their Google Business Profiles, meaning that many businesses may be operating with outdated or incomplete listings. 

The GBP audit’s frequency depends on business size, competition level, and industry changes: 

Highly competitive industries: Businesses in industries with frequent changes (e.g., restaurants, healthcare, retail) should audit their listing monthly to stay ahead of competitor listings.

Multi-location businesses: Companies with multiple locations should run audits every quarter to ensure consistency across all locations.

Service-based businesses: Companies that rely on a service area rather than a physical storefront should check listings quarterly to update service areas and business descriptions.

Small local businesses in niche markets: If competition is low, an audit every 6 months may be sufficient to maintain more visibility in local search. 

5. Competitor benchmarking & local rankings analysis

Your business isn’t competing in isolation—local competitors are actively optimizing their GBP listings to outrank you. They will dominate while doing Google Maps marketing if they have better business descriptions, more reviews, or a stronger keyword strategy.

✅ How a Google Business Profile audit tool helps: It compares your Google Business Profile to local competitors, showing where you’re falling behind and providing insights into how top-ranking businesses optimize their listings.

6. Multi-location business management

Managing separate Google business listings on core sites can overwhelm businesses with multiple locations. Each location needs its own optimized profile, and manually tracking errors, search rankings, and customer engagement across all locations is inefficient.

✅ How a Google Business Profile audit tool helps: It provides a centralized dashboard where businesses can audit, update, and optimize all their locations in one place, ensuring consistency across their GBP listings.

7. Review and reputation management

Customers rely on Google reviews before making a purchase decision. But businesses that fail to engage with reviews or respond to negative feedback risk damaging their brand reputation and search rankings. 

✅ How a Google Business Profile audit tool helps: It tracks review trends, response rates, and customer sentiment, making it easy to respond to Google reviews, improve reputation, and boost local search rankings.

Top 5 GBP audit tools 

While some tools provide basic listing checks, others offer AI-driven insights, competitor tracking, and automated Google Business Profile optimization—all essential for improving these audit results.

Below are our recommended top 5 GBP audit tools: 

1. Birdeye Listings AI 

Unlike traditional Google Business Profile audit tools, Birdeye Listings AI doesn’t just find errors—it actively helps businesses optimize their GBP listings, improve the visibility of business listings on core sites, and stay ahead of competitors.

What makes it the most powerful Google Business Profile audit tool:

✅GenAI Google Business Profile audits

Many businesses unknowingly have incorrect business details, missing attributes, or duplicate listings, which lower search visibility. Birdeye’s GenAI audit tool scans GBP listings in real time, detecting NAP inconsistencies, outdated information, and optimization gaps. 

It doesn’t just flag issues—it offers automated solutions to fix them instantly.

✅ Listings Score & insights

Businesses often update their Google business listings without knowing how those changes affect rankings. 

With Birdeye Listings Score & Insights, businesses get real-time data on search visibility, engagement levels, keyword performance, and customer interactions. These insights help refine SEO strategy, ensuring continued improvement in local search rankings.

✅ Competitor benchmarking

Many businesses struggle to understand why their competitors rank higher in local search results. Birdeye’s competitor benchmarking feature analyzes top-ranking GBP listings, showing where their business profile is losing visibility. 

It highlights missing additional categories, keyword gaps, and engagement differences, offering precise recommendations to outperform other businesses.

✅ Automated review & reputation management

Google reviews impact search rankings, yet many businesses fail to engage with customer feedback. 

Birdeye’s Listing tool seamlessly integrates with Birdeye Reviews AI to consolidate your entire reputation management and streamline review tracking, sentiment analysis, and automated review responses. This helps businesses increase customer engagement, build trust, and improve search performance—all from a single platform.

✅ Multi-location GBP management

For multi-location businesses, manually managing each GBP listing is overwhelming. Birdeye Listings AI provides a centralized Google Business Profile management dashboard, allowing businesses to audit, update, and optimize multiple GBP listings at once. 

This ensures uniform branding, accurate information, and improved visibility across all locations.

✅ Google search & maps optimization

Ranking high in Google Maps and search requires constant updates and keyword-driven optimization. Birdeye Listings AI tracks how listings perform, suggests category refinements, and helps businesses optimize content for better rankings and local search traffic.

🎯Birdeye is ideal for: Businesses that need a fully automated Google Business Profile audit tool with AI-powered insights, competitor tracking, and multi-location support.

2. Semrush 

Semrush is widely recognized for its SEO expertise and offers a dedicated GBP audit tool that integrates Google Maps tracking and keyword insights. This tool is ideal for businesses that want to optimize their GBP listings while managing their broader SEO strategy.

Key features:

✔ Google Business Profile audit tool to track search rankings and visibility changes
✔ Competitive keyword analysis for businesses optimizing GBP descriptions and categories
✔ Google Maps ranking insights that show how a listing performs across different locations

3. Localo  

Localo offers a fast and lightweight solution for businesses that need a quick Google My Business audit tool. It provides an instant GBP health score and highlights key areas for improvement.

Key features:

✔ Instant GBP score & audit results to detect missing details
✔ Fixes optimization gaps in business descriptions, categories, and attributes
✔ Local competitor tracking to help businesses improve local search visibility

Must check: GMB ranking checkers are good, but here’s an AI tool that is better

4. LocalRanking 

For businesses that rely heavily on Google Maps rankings, LocalRanking provides detailed performance insights. It helps businesses track their rankings in different local search areas and identifies inconsistencies across directory listings.

Key features:

✔ Google Maps ranking reports for location-based search tracking
✔ Search visibility insights to optimize GBP for proximity-based ranking
✔ Finds citation inconsistencies in directories and local business listings

5. GMB Everywhere 

GMB Everywhere is a browser extension that provides businesses with on-the-go GBP optimization insights. It’s useful for businesses that want quick access to their GBP analytics while managing their listings in real time.

Key features:

✔ Live GBP audit that works directly in Google
✔ Detects NAP inconsistencies & missing categories
✔ Provides on-page suggestions for local business SEO improvements

Pro-tip for choosing the right GMB audit tool for your business

Each tool offers unique benefits, but if you're looking for a fully automated solution that ensures GBP accuracy, improves local search rankings, and outperforms other businesses, Birdeye Listings AI is the best choice.

Google business audit checklist to optimize your listing

A business audit template helps companies evaluate their online presence, ensuring that every detail—business location, operating hours, customer reviews, and category selection—is accurate and optimized for more visibility. Even if you’re using a GMB audit template, you should periodically review your listing to ensure ongoing search optimization.

This optimization checklist provides a structured approach to auditing and refining your business listing for improved engagement and search rankings.

Who should use this audit template?

✅ Businesses using a GMB audit tool – Even the most advanced tools require ongoing manual optimization to align with changing ranking factors.

✅ SEO agencies – Helps agencies conduct an audit template for a client’s Google business listing and improve search engine optimization.

✅ Multi-location businesses – Ensures consistency across business locations, preventing NAP inconsistencies.

Use this GMB audit template optimization checklist to evaluate every aspect of your online listing, from basic details to engagement-driven optimizations.

1. Verify your GBP listing

• Ensure your business listing is claimed and verified in Google.
• Check for duplicate listings that may lower search rankings.
• Update business information, especially if you serve customers at a physical location or across a service area.
• Verify your business categories, selecting the most relevant. 

✅ Why it matters: Inconsistent details in your listing title, address, or secondary category selection can reduce ranking and trustworthiness.

2. Optimize contact details & audit website URLs

• Confirm that your business name exactly matches your official business name without keyword stuffing.
• Ensure your operating business hours (including holidays and special hours) are accurate.
• Ensure your phone number, email, and website URL are correct.
• Ensure your website URL is correct and does not lead to a broken page.
• If you offer services, create service pages optimized for Google Map pack results.
• Use structured data (LocalBusiness schema markup) to help Google understand your business better.

✅ Why it matters: Outdated contact details confuse customers and impact trust.

3. Evaluate your Google reviews and customer engagement

• Conduct a review audit to analyze customer sentiment and response times.
• Respond to all Google business reviews—both positive and negative—to show engagement.
• Encourage prospective customers to leave reviews by requesting feedback after a purchase or service.
• Flag and respond to any negative reviews professionally.

✅ Why it matters: Businesses with active review management rank higher and attract more traffic.

4. Optimize images & videos

• Upload high-quality images of your business’s real-world storefront, team, and services.
• Add engaging videos showcasing your service area or customer engagement.
• Ensure your visuals match those on your website URL for branding consistency.
• Upload videos showcasing your products, services, or workspace.

✅ Why it matters: Visually appealing listings attract more clicks and improve credibility.

5. Enhance business engagement with posts & Q&A

• Regularly update your profile with post audits featuring offers, events, and news.
• Monitor Google’s Q&A section and answer questions that help prospective customers.
• Avoid keyword stuffing in responses but ensure important keywords are included naturally.

✅ Why it matters: Businesses that actively update their profiles rank better than inactive ones.

6. Analyze competitor listings & adjust strategy

• Compare your competitor GMB listings to see how they structure their descriptions and secondary categories.
• Identify niche markets they target that you might be missing.
• Look at their engagement levels, including review responses and social proof.

✅ Why it matters: Keeping up with top competitors helps businesses refine their strategy and improve local search rankings.

7. Track performance & refine strategy

• Use GMB analytics to check your current performance in local search rankings.
• Compare traffic and engagement based on your target location.
• Check how competitor listings are structured, including categories, descriptions, and reviews.
  • Identify niche markets they target and how they optimize their listings.
  • Compare your performance against your target location and industry benchmarks.

✅ Why it matters: Tracking results ensures ongoing optimizations rather than a one-time fix.

Use this Google business audit checklist with a GMB audit tool

Even if you’re using a Google Business Page audit tool, regularly following this GMB audit template ensures ongoing optimizations that keep your listing performing at its best.

This checklist works best alongside audit tools like Birdeye Listings AI, which provides automated GBP audits, competitor benchmarking, and hands-on optimization recommendations.

FAQs on GMB audit tools

Maximize local rankings with the right GMB audit tool like Birdeye Listings AI

A GMB audit tool is the key to maintaining an optimized business listing, improving search rankings, and staying ahead of competitors. While automation helps detect and fix errors, manual adjustments ensure your profile remains accurate, engaging, and aligned with Google’s ranking factors.

Birdeye Listings AI reporting goes beyond traditional GMB audit tools by offering AI-driven insights, automated error detection, and competitor benchmarking—all in one platform.

Use Birdeye Listings AI to run a Google audit, enhance search rankings, and effortlessly maintain an optimized business listing.