Free tool · Local SEO
Google Business Profile audit
Open your profile in another tab and answer honestly. An inflated score helps nobody, least of all you.
Work through 22 weighted checks and this returns a score plus your gaps in the order worth fixing them. Critical items count for five points, polish items for one, because a wrong primary category costs more than a missing photo. Free, no email, nothing leaves your browser.
The audit
Tick what is already true
Anything you cannot confirm, leave unticked — it will appear in your priority list, which is where you want it.
Nothing you tick is sent anywhere. There is no form submission behind this — the score is calculated in your browser and disappears when you close the tab.
Method
How the weighting works
Most Google Business Profile checklists are flat: twenty things, all apparently equal. That is comfortable to write and useless to act on, because the items are wildly unequal in effect and the ones that matter most are the least fun to do.
So each check here carries a weight. Critical items — primary category, a compliant business name, no duplicate listing, profile ownership, review count — are worth five points each, because any one of them can hold a profile back on its own. Important items are worth three. Polish items are worth one, and they are genuinely last.
The weights are our judgement from delivery work rather than published research, and they are stated as judgement. Nobody outside Google has the data to do better, and a tool that implied otherwise would be inventing a precision that does not exist.
The consequence worth noticing: it is possible to tick sixteen of twenty-two items and still score poorly, if the six you missed are the heavy ones. That is not a scoring quirk. That is the actual situation you are in.
Questions
About this audit
Why are the checks weighted instead of counted equally?
Because they are not equally important, and treating them as if they were is how people spend a Saturday uploading photos while their primary category is still wrong. A critical item can move rankings on its own and scores five points. A polish item scores one. The ordering of your results matters more than the percentage at the top.
What score should I be aiming for?
Above 85 is strong, and past that the profile is rarely the constraint. Most profiles that have never been worked on land between 40 and 65. Do not chase 100 — the last few points are polish items, and time spent on them is better spent on review volume, which is the signal that actually decides close local races.
I scored well but still am not ranking. What now?
Then the profile is not your problem, and no amount of further optimisation will help. The two usual culprits are review count against one specific competitor, and proximity — Google weights how close the searcher is to you, and no optimisation overcomes distance. Check the competitor who outranks you and compare their review count and recency to yours.
How is this different from the checklist on your Local SEO page?
That one is a flat list to read through. This one is scored, weighted and returns your gaps in the order worth fixing them, with what each fix actually involves. Same subject, different job — the checklist tells you what good looks like, this tells you what to do on Monday morning.
How often is it worth re-running this?
After you have worked through the critical items, wait about three weeks and run it again. Profile changes take a fortnight or so to settle in rankings, so re-checking sooner measures nothing. Beyond that, quarterly is plenty unless you have changed category, address or opening hours.
Does ticking a box send anything to The Nexclick?
No. There is no network request behind this page at all — the score is computed from the boxes in your browser and vanishes when you close the tab. We cannot see your answers, which also means we cannot help you recover them, so screenshot the priority list if you want it.
Related reading
The other free tools
Score low and short of time?
The critical items are the ones worth outsourcing; the rest genuinely are not. Tell us your score and we will say which is which.