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A sample Google Business Profile audit, from a real job

An audit is a written check of a website: what is working, what is holding it back, and what to fix first. This one is real. We wrote it for a business, and have taken out the business and every name. The figures are unchanged. Google Business Profile Optimization starts with an audit like it.

In plain words

This business has more reviews than most of its rivals, yet it does not appear in the three results beside the map. The audit finds the reasons, and none of them is reviews.

From a real audit, names removed · A local coaching institute with one branch and no website · audited in Sep 2026

261
Reviews on the profile
4.8
Rating
213
Reviews of the third business in the pack
No
In the three-result map pack

Words this audit uses

Map pack:
The three businesses shown beside a map at the top of a local search.
Primary category:
The one type of business a profile is filed under on Google.

The audit’s short version

The profile is strong and its reviews are ahead of the competition. It is still missing from the three-result map pack for its main local search, and reviews are not the reason.

How it was measured

Every figure was observed, not estimated: the map pack for the institute’s main local search, the competitors’ review counts and categories, the name, address and phone conflicts across directories, and the institute’s own storefront signage.

What is already working

  • More reviews than two of the three businesses ranking above it.
  • A storefront sign that already names the real services.

What the audit found

  1. 1On the map, but outside the pack

    The main local search returns three businesses. This profile has more reviews than two of the three beating it, and the business ranked third has no website at all. More reviews will not move this.

    • Competitor A

      Reviews: 629

      Category: Tutoring service

    • Competitor B

      Reviews: 125

      Category: Education center

    • Competitor C

      Reviews: 213

      Category: Education center

    • This profile

      Reviews: 261

      Category: Coaching center

    Ranking nowReviewsCategory
    Competitor A629Tutoring service
    Competitor B125Education center
    Competitor C213

The order of work

  1. Week 1: access, keyword research, one agreed name, address and phone, category and services changed. Some category changes go into Google review for a few days, which is normal.
  2. Weeks 2–3: profile rebuilt: description, attributes, Q&A, photos. Review link and QR live with the staff. Directory corrections begin with the wrong listings.
  3. Weeks 3–4: review backlog answered.
  4. Google usually takes 4–8 weeks to re-read a corrected profile.

What this audit did not check

  • Position 1 in the map is not promised: Google does not sell placement and nobody controls it.

What was removed, and what was not. The business, its website and page addresses, people, competitors, places and the search terms that would name it are removed or replaced with a word in [brackets]. The prices and the proposal that closed the audit are left out. Every figure is the audit’s own.

Your own report. This sample is the audit that starts the job. Your report adds the before-and-after record of every change, with its date, and Google’s own numbers for the profile: views, calls and direction requests.

Get this for your own site

Written from what we measure on your pages, with the evidence beside each finding.

Order Google Business Profile Optimization →

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Education center
This profile261Coaching center

  • 2The primary category is the odd one out

    Everyone ranking above it is a Tutoring service or an Education center. This profile is a Coaching center, a category none of them compete in. Primary category is the single biggest factor in whether a profile appears at all.

    Fix: Category and services set against what the three profiles ranking above actually use, with the real services written out underneath.

  • 3The signboard says more than the profile does

    The storefront names two services, and neither appears as a category or a service on the listing, so those searches cannot find it. The profile is also missing the years-in-business attribute that both ranking competitors display.

  • 4The web disagrees about where the business is

    Google cross-checks a profile’s details against other sites, and these conflict. The business is also filed under three unrelated categories on different directories.

    • Directory A

      Status: Two entries: 4.9 (445) and 4.8 (451)

      What we do with it: Claim it and keep one entry with the exact address, the primary phone and a corrected category.

    • Directory B

      Status: Address shown at a shopping mall elsewhere

      What we do with it: Correct it so it stops contradicting Google. The worst conflict on the name.

    • Directory C

      Status: The building’s name misspelt

      What we do with it: Correct the spelling, phone and category so the string matches the Google listing character for character.

    • Directory D

      Status: Live, category drift

      What we do with it: Rebuild under the right categories with the same name, address and phone.

    DirectoryStatusWhat we do with it
    Directory ATwo entries: 4.9 (445) and 4.8 (451)Claim it and keep one entry with the exact address, the primary phone and a corrected category.

  • 5A straight answer on a five-star target

    The arithmetic does not allow a move from 4.8 to 5.0. With 261 reviews at 4.8, roughly 261 more 5★ reviews are needed just to reach 4.9: doubling every review the business has ever received. What can be done is to raise the rate at which genuine reviews arrive, and to make sure every one is answered.

  • 6The website gap

    We could not find a website. The web presence is the Google profile, a social page, an app listing and a scatter of directory entries. With no website there is no page for ordinary search results to rank, so nobody can honestly sell organic search rankings here today. Competing in search properly needs a small website, three to five pages.

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    Directory B
    Address shown at a shopping mall elsewhere
    Correct it so it stops contradicting Google. The worst conflict on the name.
    Directory CThe building’s name misspeltCorrect the spelling, phone and category so the string matches the Google listing character for character.
    Directory DLive, category driftRebuild under the right categories with the same name, address and phone.
    2026
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