“We will run a 100-point audit on your profile.” Many agencies say it, and very few tell you what those points are. A Google Business Profile audit should give you a clear answer to one question: what is stopping your profile from showing up and turning searches into calls? On this page you will find every area we check, how we judge it, and what you get at the end.
The audit is the first step of every one of our local SEO packages, and a shorter version is part of our free audit, so you can see what we find before you pay anything. Once the problems are found, the work of fixing them and climbing the map is covered on our Google Maps SEO page.
7
areas checked, every one explained below
Signs you need one
A profile that was set up once and never touched again usually has gaps, even if it looks fine at a glance. An audit is especially useful in these situations.
The checklist
Every audit covers the same seven areas. For each one we note what is right, what is missing and what is breaking Google’s guidelines, then compare your profile with the businesses ranking above you for your main searches.
Before anything else, we check who controls the profile. It is common for a former employee, a web designer or an old agency to be the only owner. We confirm that you are the primary owner, list every manager, and flag anyone who should be removed. If you leave us one day, you keep full control.
We check that the profile is verified and in good standing, and search for duplicate profiles for the same business. Google allows one profile per business, and duplicates split your reviews and ranking signals. We also check for signs of past suspensions or Google edits.
We compare your name, address and phone number on the profile with your website and major directories. They should match exactly. We also check that the name follows Google’s rules: your real-world name, without extra keywords or locations added. For service-area businesses, we confirm the address is hidden and service areas are set, as Google requires.
The primary category has a large effect on which searches you appear for. We check whether yours fits the service you most want to be found for, whether the additional categories are relevant, and whether the services list matches what you actually sell. Google asks businesses to use as few categories as needed, so the goal is accuracy, not volume.
We review the parts customers read before calling.
Reviews feed both ranking and trust. We look at your total count, average rating, how recent the latest reviews are, how your numbers compare with nearby competitors, and whether reviews get thoughtful replies. We also check how you currently ask for reviews, because some common methods, like offering discounts in exchange for reviews or only asking happy customers, are against Google’s policy.
Finally, we look at how the profile performs and where it sends people. Using your profile’s own performance data, we review searches, views, calls, website clicks and direction requests. We then check the page your profile links to: whether it loads quickly on a phone, matches your main category and location, and makes it easy to call or book.
Your deliverables
An audit is only useful if it turns into action. At the end, you receive the findings in a form you can actually use.
Findings by area
Each of the 7 areas with status: fine, needs work or breaking guidelines
Priority list
The fixes ranked by likely impact, so you know what to do first
Competitor comparison
How your categories, reviews and photos compare with the businesses ranking above you
Guideline risks
Anything that could get your profile suspended, flagged clearly
Two levels
There are two ways to get your profile reviewed, and they differ in depth.
| Free audit | Full audit (every monthly plan) | |
|---|---|---|
| Cost | Free | Included in plans from $400/month |
| Access needed | None, reviewed from the outside | Manager access to your profile |
| Areas covered | Name, address and phone, categories, content, reviews, guideline risks | All 7 areas, including ownership and performance data |
| Who fixes the issues | You, your team or us | We fix them as part of month one |
| Website review | Main pages | Full website audit and technical work |
The full audit is part of all three local SEO plans: Starter ($400/month), Growth ($600/month) and Pro ($800/month). On Growth and Pro, we also take over ongoing Business Profile management after the fixes, with four posts every month.
Timing
The review itself does not take long once we have access, but some fixes do. Category and content changes usually go live quickly. Ownership transfers, duplicate removals and reinstatement after a suspension depend on Google’s own processes and can take longer, which we explain in the findings when they apply.
When the audit is part of a monthly plan, it is covered by the Rata Promise: every listed deliverable delivered and documented each month, a full refund if you cancel within the first 30 days, and a free fourth month if none of the progress indicators we agree on improves within 90 days.
Questions
These are the questions owners usually ask before an audit.
Yes. The seven areas above work as a checklist you can follow yourself. The hard part is usually judging what matters most and comparing your profile fairly with competitors, which is where an outside review helps.
Not for the free audit, which we do from the outside. For the full audit in a plan, you add us as a manager on your profile. You stay the owner and can remove us at any time.
The audit will show the likely reason for the suspension and what needs to change. Getting the profile reinstated is a separate request to Google, and its timing depends on Google.
A full review once or twice a year is sensible for most businesses, plus a check whenever you move, rebrand or notice a drop in calls.
No. The profile audit looks only at your Business Profile and the page it links to. A local SEO audit also covers your website, your citations across the web and your organic rankings. Our monthly plans include both.
See what your profile is missing before you spend anything. Request a free audit and we will review your Business Profile and main website pages, then walk you through the findings in a 20-minute call.