Free local SEO checker for your Google profile

Most local SEO tools want your email and a monthly fee. This one is a checklist: open your Google Business Profile in another tab, tick what's true, and see your score and what to fix first.

The big four

If you only fix four things

These carry the most weight in the checklist, and they're where I see most profiles fall short.

1. The right primary category

Your primary category has a big say in which searches you appear for. Google's guidelines for representing your business say to choose the fewest categories that describe your core business, and to focus on the most specific ones. Look at what the top three competitors in your map results use.

2. A clean business name

Adding "Best Plumber Dallas" to your name might look like a shortcut. The same guidelines say unnecessary information in the name isn't permitted and can get the profile suspended. Use the name on your sign, website and stationery.

3. A steady review habit

Ask every happy customer, every time, with a direct link. Don't reward reviews: Google's content policy treats incentivized reviews as fake engagement and removes them.

4. Correct address handling

If customers come to you, show the address. If you go to them, Google says service-area businesses should hide their address and set service areas instead. Virtual offices and remote P.O. boxes aren't eligible.

Want it done for you? Profile setup is $99, or free with a website. Details on the Google Business Profile page.

FAQ

Local SEO checker questions

What is a good local SEO score?

On this checklist, 80 or more means the basics are solid. The score only measures what you control; where you rank also depends on your distance from searchers and how strong your competitors are.

Is this the same as a local SEO audit tool?

It covers the same core checks as most audit tools, but you do the checking yourself, so it's free and nothing is collected. Paid tools add automatic rank tracking and listing monitoring.

What are the best tools for local SEO?

Start with the free ones from Google: Google Business Profile, Search Console and Google Analytics. My marketing tools guide lists what a small business actually needs before paying for anything.

How often should I check my Google Business Profile?

Look at it at least once a month: reply to new reviews, add photos, check hours and answer questions. Anyone can suggest edits to a profile, so it's worth checking nothing changed without you knowing.

Can I hide my address on Google?

Yes, if you serve customers at their location and don't welcome them at yours. Google's guidelines say service-area businesses should hide their address and list the areas they serve.