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How to understand the Google My Business Audit

Helen Barnes -


In this overview, we will explain how to understand the results of your Google My Business Audit report. 


 1) Summary tab

       a) Business Details
       b) Reviews
       c) Duplicates
       d) NAP Comparison
       e) Other Ranking Factors

2) Keyword tabs

        a) Keyword table
        b) Citation matrix
       c) Top 5 categories

3) Add Google Insights

Once complete, a GMB Audit will look like this:


You can find the report by clicking “SEO Tools” in the top navigation bar, then click “Google My Business”. It is also accessible within the Location’s sidebar menu, as shown above.

1) Summary tab

When you first open the GMB Audit you will see the Summary tab. This shows data pulled in from your Google My Business (GMB) account.

At the top right you can see the selected search location:


Underneath the search location you will also see the date when the report has last been run.

a) Business Details

The first section shows all of the Business Details from the GMB profile.


It contains the following information:

 NAP Data: This shows the name, address, and phone number. It also shows the website and chosen business category. This is all critical information to be aware of within the location’s GMB account.

 Opening Hours: This is important for local businesses to keep up to date.

 Photos: This shows how many photos are being displayed on the GMB account.

 b) Reviews

 Underneath the Business Details section, you’ll see various tabs. The first is ‘Reviews’ and the report will show this information by default.


This shows the total number of reviews on the GMB account and also gives the average star rating.


There is a table below showing the 5 most recent reviews. Here you will see the feedback left from the reviewer, the date the review was left and the star rating. The ‘View Review’ button links out to the review.


c) Duplicates

This section will flag if any duplicate GMB accounts have been detected for this location.

If any duplicates are found this table will show the name, address, phone number, whether the profile is verified, the website URL, and you will have the option to add an Action if needed.

 d) NAP Comparison

This table compares the name, address and phone number used on your Google listing with the details supplied to us when the report was set up. This helps you to keep NAP data consistent, which is an important part of Local SEO.


The NAP comparison table will show the source, name, address, postcode, and phone number.

 e) Other Ranking Factors

This table looks at additional local ranking identifiers on your Google listing and on your website. These are considered to be among the most important local search ranking factors. See the 2018 Local Search Ranking Factors survey.


We ask these key questions:

Is the phone number local? We ask this because having a local number if possible is beneficial for Local SEO.

Is the city name/state code used in the landing page’s ‘title’ tag? Having a specific location in the title tag has been proven to help Local SEO.

The table shows the results of this so that you may investigate further if needed:


2) Keyword tabs 

Each keyword that is added in the report’s settings will have its own tab here. Each tab will give the same types of information for each keyword, as follows:

 a) Keyword table

 We display a table of the top 10 companies who are ranking for each keyword in your chosen search location.

 The Location which is the subject of the report will always be at the top of this list to help you to compare its performance to those in the top 10.


Rank: This shows where the business is ranking for the keyword and search location.

Business Name: This is the business name as it appears on the GMB account.

Verified: This will show a green tick or a red cross depending on if it is a verified GMB account.

Citations: This pulls in citations using Google to identify listings, and performs a real-time lookup of citations each time the report runs. It will not match the Citation Tracker report, as that has a far more complex and dedicated process for identifying citations which uses an extended list of searches, APIs and filters. The Citation Tracker also stores and reuses citations from one report run to the next, rather than performing a fresh citation look-up each time.

Top Citations: This shows the percentage of how many of the citations found are “top citations” which are citations that have more value. You can see more in the Citations Matrix which is the section below.

Links: This shows how many links are found on the website listed under the GMB account. If this is very high it usually means they have connected their Facebook or another social media page. We gather this data through Moz.

Linking Domains: Total linking root domains count taken from Moz.

Website Authority: Authority score is similar to ‘Page Rank’. This score is a measure of the ‘rankabillity’ of a website that considers over 150 different SEO signals. The higher the Authority score the higher the potential ranking of a website.

 Majestic C-Flow: Citation-Flow is a link-related score provided by MajesticSEO. It is calculated based on the volume of inbound links that a site has; more links = higher C-Flow score.

Review Count: This is the number of reviews found under this GMB listing.

Star Rating: This is the average star rating of reviews under the GMB listing.

Photos: Number of photos found against the GMB listing.

Categories: The main category under the GMB listing.

 If needed you can filter out any of these columns by clicking the ‘Columns’ dropdown menu.

 Just select or deselect any checkboxes as desired and click the ‘Update Table’ button.

 c) Citations Matrix

 Underneath the Keyword Table is the Citations Matrix. This shows details about the citations for the same top ten businesses which are in the Keyword Table. 

Authority: This shows the domain authority of the website itself. Citations from established websites such as Youtube, Facebook, Yahoo, etc hold more value. The number associates the numerical value from that site’s domain authority.

Count: This is the number of citations held by your business and your competitors that are found on that site in Google SERPs for the search term used. We are showing different citation count in the ‘Top 10 results’ to what we have in the ‘Citations Matrix’. The count in ‘Top 10 results’ includes duplicate citations or multiple citations on the same domain, while ‘Citations Matrix’ shows your unique count of citations.

Top Directory: Similar to the Authority column, top directories have a trophy symbol to showcase that the website is a high-value website and hence a citation from that website is also valued highly.

You: This column indicates whether you have a citation on each site. The ‘You’ is clickable and can easily be filtered to give you a better view of this.

Numbered Columns: These columns show where you and your competitors rank in Google Maps for the search term used. The top row shows the total number of citations found for each business. A tick or cross to indicates if the business has a citation on that site or not. Hovering over the map pins with numbers will show you the name of the business that relates to each column; your business’s column will be highlighted in green.

c) Top 5 categories

 Next to the Citations Matrix, you’ll see another tab called ‘Top 5 Categories’.

Here you will find the most used categories in the top 10 GMB listings from the Keyword Table.

3) Add Google Insights

Click the ‘Add insights’ button to connect. You’ll then see the below information:

This information is all extremely helpful when looking at your GMB listing so we have designed this to be all in one place. You can see this information within your GMB account itself, however, we store data for longer and allow you to look back further in time. There is a date dropdown here:

 Here is a breakdown of each area:

How customers search for your business: This section shows how many customers found you in a ‘Direct’ search (they searched for your business name or address) versus a ‘Discovery’ search (they searched for a category, product or service that you offer, and your listing appeared). For example, if you manage an Italian restaurant called ‘Italy’s Best’, a customer might find you via a Direct search by searching for ‘Italy’s Best restaurant’ on Google Maps. The same customer might find you via a Discovery search by searching for ‘Italian dinner nearby’ on Google Search. Click on the chart to see the percentage of all customers who found you via each method.

Where customers view your business on Google: This section shows how many customers found you via a Google Search or Google Maps. Next to ‘Listing on Search’ and ‘Listing on Maps’, you’ll see the number of views that your listing received from each product in the time frame that you’ve selected. (‘Views’ are like ‘impressions’ on other analytics platforms.) To see how many people found you on a particular product on a particular day, place your cursor over the appropriate segment of the graph on the day that you’re interested in.

Select the boxes to the right of the graph to turn off segments so that you may isolate particular data points that you’re interested in. For example, you might want to look only at how discovery via Google Maps changed over time. To do so, tick the box beside ‘Listing on Search’ to temporarily remove the Search segment from the graph and only look at referrals from Maps.

 Customer Actions: This section shows what customers did once they found your listing on Google. ‘Total actions’ gives the total of the following types of actions that customers took on your listing: 

  • Visit your website
  • Request directions
  • Call you

To see how many people took a particular action on a particular day, place your cursor over the appropriate segment of the graph on the day you're interested in. Select the boxes to the right of the graph to turn off segments, so that you can isolate particular data points that you're interested in.

 Phone calls: This section shows when and how often customers called your business via your listing on Google. At the top of the section, ‘Total calls’ gives the total number of phone calls in the time frame that you’ve selected. In the graph, you can choose to view trends in customer phone calls by either ‘Day of the week’ or ‘Time of day’. The graph will show when customers are most likely to call your business after viewing your business listing on Google.

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