Creating a Google My Business profile is easy.
Auditing it the right way is not.
Most beginners follow a checklist, tick the boxes, and still don’t rank. Why?
Because they don’t understand how Google evaluates each part of a Google Business Profile.
This Google My Business audit step by step for beginners guide is not another checklist.
Instead, it explains how to audit the most important parts of your profile manually, so you know what to fix and why it matters.
👉 If you want a quick scan of all audit points, use this GMB audit checklist first.
Table of Contents
Step 1: How to Audit Your Primary Category (Most Important Step)
One of the most powerful local ranking elements is your primary category.
Beginners often choose the wrong one because they select what sounds good, not what ranks.
How to audit it properly:
- Search your main service keyword on Google
- Open the top 3 local competitors
- Note their primary categories
- Compare with yours
Fix it if:
- Your category is broader than competitors
- You selected a service instead of a business type
- You copied categories blindly
📌 Tip:
Changing the primary category may cause short-term fluctuation, but it improves long-term relevance.
Step 2: How to Audit Your Business Description (Beginner-Friendly Method)
Many beginners either:
- Leave this empty, or
- Stuff it with keywords
Both hurt visibility.
How to audit your description:
Ask yourself:
- Does it clearly explain what you do?
- Does it mention where you operate?
- Does it sound natural?
Simple structure to follow:
- Line 1: What service you offer
- Line 2: Who it’s for + location
- Line 3: What makes you different
❌ Avoid phone numbers, links, or offers
✔ Keep it human and helpful
Step 3: How to Audit Reviews (Not Just Count Them)
Beginners focus only on how many reviews they have.
Google looks at how reviews behave.
What to audit:
- Are reviews coming regularly?
- Do reviewers mention services naturally?
- Are you replying to every review?
How to improve:
- Reply using service-related words naturally
- Thank users by name
- Address issues calmly in negative reviews
📌 Review replies signal active business engagement.
Step 4: How to Spot Ranking Problems Early (Before You Drop)
Instead of waiting for rankings to drop, beginners should audit signals.
Check these inside GMB Insights:
- Sudden drop in direction requests
- Calls decreasing but impressions stable
- Fewer discovery searches
These are early warnings that something needs fixing.
👉 If you notice issues, run a full Think Local SEO GMB audit.
(Internal link to pillar post)
Step 5: How to Audit Photos the Smart Way
Uploading photos is not enough.
You must audit what type of photos you’re using.
Check:
- Do you have real business photos?
- Are competitors uploading more often?
- Are your photos recent?
Fix:
- Add real location/work photos monthly
- Rename image files before uploading
- Avoid heavy stock images
Photos influence engagement and trust.
Step 6: How Beginners Should Audit Consistency (Without Tools)
You don’t need paid tools to audit consistency.
Manual audit method:
- Search your business name on Google
- Check top directories
- Compare name, phone, and address
Even small mismatches can reduce trust.
Common Beginner Mistakes This Guide Helps Avoid
- Treating audits like a one-time task
- Copying competitors blindly
- Ignoring Insights data
- Over-optimizing descriptions
- Waiting for rankings to drop
How This Article Fits With the Checklist (Important)
- ✔ Checklist article: WHAT to check
- ✔ This article: HOW to audit key areas properly
- ✔ Pillar post: WHY it impacts local rankings
Together, they form a clean SEO content cluster.
Final Thoughts
This Google My Business audit step by step for beginners guide is meant to build understanding, not overwhelm you.
Once you know how to audit correctly:
- The checklist becomes more powerful
- Fixes become easier
- Rankings improve faster
👉 For the complete framework, read the Think Local SEO Google My Business audit guide.
