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Score your Google Business Profile

Check what a customer sees on your Google profile. Mark each item and get a list of the gaps to fix first.

Results are free and run in your browser. An email adds the full plan.

Google Business Profile score

firmkit.co/tools/google-business-profile-score/ · Oct 19, 2026

Example numbers, not yours.

    Fields start with round example numbers. Replace them with yours.

    Your trade (changes wording only)

    Pick the category that matches your main revenue. Category names vary, so confirm the exact name in your editor.

    Identity

    Open your profile in Google Search or Maps and answer for what is live today.

    Primary category matches what you mainly sellweight 5
    Additional categories are set and honestweight 3
    Name is your real business name, no added keywordsweight 5
    Service areas or address are set correctlyweight 4
    Hours are accurate, holidays includedweight 4
    Phone number and website link are setweight 3
    Content
    Description is complete and plainweight 3
    Services list has real items with descriptionsweight 4
    Booking or message link is on the profileweight 2
    Attributes are filled inweight 1
    You posted in the last 30 daysweight 2

    Count only photos you added, not photos customers added.

    Reputation
    You reply to reviewsweight 3

    As shown on your profile, for example 4.6.

    Blank means you have no reviews yet.

    Trust
    No duplicate or old listings for the businessweight 4
    Name, address and phone match top directoriesweight 4
    Your website shows the same name, address and phoneweight 3
    Website link carries tracking tagsweight 2
    Your calculation, step by step
    1. 21 / 24Identity points earned out of the most you can earn there
    2. 6 / 15Content points earned out of the most you can earn there
    3. 7 / 14Reputation points earned out of the most you can earn there
    4. 9 / 13Trust points earned out of the most you can earn there
    5. = 64points earned divided by 66, times 100

    Get the full plan by email

    Opens on this page the moment you press the button. Print it, save it, or mail a copy to yourself from there.

    Your score and top three fixes stay free above.

    • Every gap ranked, with the exact step to fix each one
    • A 30‑day plan, four weeks long
    • A printable checklist of what is left

    We keep your email and these numbers. Tips come only if you tick the box. We never text you. What we store.

    Enter your own numbers first.

    The table and plan need JavaScript, because they are built in your browser. Nothing is sent anywhere without it.

    Made with firmkit.co/tools/google-business-profile-score/.

    Details

    How the numbers are worked out

    The formula, in words

    Score = 100 x (sum of weight x status) / (sum of all weights)

    Status: Done = 1, Partly = 0.5, No = 0

    Points lost on a check = weight x (1 - status). The top fixes lose the most points. On a tie the heavier check goes first, then the easier fix.

    Four checks come from the numbers you type, using the thresholds in the table. The other sixteen are your Done, Partly or No answers. Bands: Strong 85 and up, Solid 65 to 84, Needs work 40 to 64, Rebuild under 40.

    What the tool cannot know

    • Your actual map rank. Distance from the searcher matters a great deal and no score changes it.
    • What your competitors have. A 70 can win in one town and lose in another.
    • The exact category and attribute names in your editor, which vary.
    • Whether Google has filtered a review or suspended a listing.

    Every assumption, and who set it

    AssumptionValueSet by
    Weights of the 16 answer checksShown beside each check. 66 points in allFirmkit
    Photos added in the last 30 daysWeight 3 of 66Firmkit
    Rating is 4.5 or higherWeight 4 of 66Firmkit
    Review count is 25 or moreWeight 3 of 66Firmkit
    A review in the last 90 daysWeight 4 of 66Firmkit
    Photos in 30 days4 or more is Done, 1 to 3 is PartlyFirmkit
    Rating4.5 or higher is Done, 4.0 to 4.4 is PartlyFirmkit
    Review count25 or more is Done, 10 to 24 is PartlyFirmkit
    Newest reviewWithin 90 days is Done, 91 to 180 is PartlyFirmkit
    BandsStrong 85+, Solid 65 to 84, Needs work 40 to 64, Rebuild under 40Firmkit

    Sources

    Source check

    • Whitespark ranking survey. Linked for reading only. No weight comes from it
    • Google name and service-area rules. Linked for reading. No figure is taken from them

    Questions people ask

    What matters most on a Google Business Profile?

    Ranking surveys put the primary category near the top, along with distance, your real name, address or service area, hours, rating, review count and how recent the reviews are. Our score weights those the most. You cannot change distance, so spend effort on what you control: category, completeness and a steady flow of reviews.

    Can I put keywords in my business name?

    No. Google asks you to use your real-world business name, the one on your signs and invoices. Adding keywords or a city can get the profile suspended, which costs far more than any ranking gain you hoped for. Put your services in the services list and the description instead.

    How do I set up a service-area business?

    If you travel to customers and have no staffed storefront, hide your address and list the towns you reach in a normal week. Hiding the address can weaken your standing for nearby searches, so expect a trade-off. Keep the same areas on your website so the two agree.

    How often should I post and add photos?

    Google does not publish a required rate. This tool uses 30 days as a yardstick: one real post and a few new photos a month shows the profile is alive. Use photos of real jobs, not stock images. A steady habit beats one big burst followed by silence.

    What should I do about duplicate listings?

    Search your phone number and old business names on Google Maps. If a duplicate exists, claim it or request removal, and mark old locations as closed. Do not edit the name, address or category while a verification is pending. Duplicates split reviews and confuse customers, so clear them before other work.

    Review gap calculator

    How many new reviews it takes to reach the rating you want, at your pace.

    Open the tool

    Website or Google profile first?

    Eight questions decide whether to fix your profile, your site or your follow-up first.

    Open the tool

    Service area page planner

    Which towns earn their own page and which belong on one hub page.

    Open the tool

    Fix the free things first

    The 60‑second audit looks at your site, your Google profile and your follow-up. Your score shows without an email.

    Take the auditSee the Kit