Best GMB Audit Tools For Local SEO in 2025(Free & Paid Compared)

Last updated on June 11th, 2025 at 12:47 pm

If you’re trying to rank higher Google business profile in the Google Map Pack, one of the most important things you can do is run a proper audit of your Google Business Profile. 

But here’s the truth:

Most local business owners and even SEO freelancers don’t know which tools to trust, or even what to look for in a GMB audit.

After testing 6 different SEO GMB audit tools this year, I found one that helped me improve my Web design and SEO business ranking and increased my profile interaction to 201 as of the time of writing this article.

Evidence, they say, doesn’t hide. Below is the screenshot of my profile interaction so far:

That’s why I’m writing this step-by-step to help you get the best GMB audit Tools for local SEO your competitors are using to outrank you on the Google map.

If you’re a small business owner managing your local SEO, a freelancer offering GBP audits as a service, or an agency looking for scalable tools, this post will show you:

• What makes a great GMB audit tool.
  
• Which tools are free, which are paid, and which are worth it?
  
• The one Chrome extension I use for fast, accurate audits (and why it’s different)
  

Why This Matters

According to BrightLocal’s 2024 Local Consumer Review Survey, 98% of people use the internet to find local businesses, and Google Maps is the top channel.

Yet, many businesses have:

• The wrong primary category
  
• Outdated NAP (name, address, phone).
  
• Inconsistent citations on the map.
  
• Zero posting activity.
  

A GMB audit tool helps you catch all of that before Google does.

In a separate Whitespark local ranking study, proper GBP optimization was ranked as one of the top 3 factors that determine your local rankings. But you can’t optimize what you don’t measure.

In this post, I’ll compare the top GMB audit tools on the market, including the one I used to write this post, GMB Everywhere. It’s a free Chrome extension that lets you:

• Instantly check competitor categories.
  
• Run fast profile audits.
  
• Spot missed opportunities for local ranking.
  

What Is a GMB Audit Tool?

A GMB audit tool (short for Google My Business audit tool) is a software or browser extension that helps you analyze the performance and setup of a Google Business Profile (GBP).

Recall that Google recently changed the name from Google My Business Profile (GMB) to Google Business Profile (GBP).

So, wherever you see me use the two interchangeably, just know I’m saying the same thing.

Think of the GMB audit tool like a health check for your Google Maps listing.

Just like you’d use a website audit tool to spot broken links or SEO issues, a GMB audit tool helps you spot what’s missing, outdated, or hurting your chances of ranking in local search.

What Does It Check?

Most GMB audit tools review critical local SEO factors like:

• Primary and secondary categories are used on the listing.
  
• Review count and star rating
  
• Posting frequency.
  
• Citations and NAP consistency (Name, Address, Phone).
  
• Photo and content activity.
  
• Whether the profile is complete and optimized
  

Some advanced tools, like GMB Everywhere, go even further by showing:

• What categories your competitors using.
  
• The last time a business posted on its profile
  
• An exportable summary for agencies and freelancers.
  

Why You Need One

Even if you think your profile is set up correctly, a GMB audit tool often reveals:

• Wrong or outdated categories that limit your reach.
  
• Missed secondary categories that your competitors are using.
  
• Inactive profiles that haven’t posted in months
  
• Citation issues that confuse Google about your business location
  

These small issues can dramatically affect your visibility in Google’s Map Pack.

And if you’re an SEO freelancer or agency, offering GMB audits is one of the easiest ways to:

• Attract local business clients.
  
• Show clear value.
  
• Start monthly SEO retainers.
  

Key Features to Look For in a Google Business Audit Tool

I have used most GMB audit tools, but they are not created equal. Some give you a quick snapshot, while others dig deep into your entire local SEO footprint. 

So, before choosing a tool,  whether free or paid, here are the features that truly matter.

1. Category Visibility (Primary & Secondary)

Many tools show basic profile info but skip one of the most powerful insights: business categories.

If your tool doesn’t reveal what primary and secondary categories your competitors are using, you’re missing the entire local SEO advantage.

That’s why GMB Everywhere is so effective; it shows the exact categories top-ranking businesses use, even if they’re not visible on the public profile.

2. Audit Summary at a Glance

Look for tools that generate quick, easy-to-understand audit summaries, not just raw data. The best tools let you:

• View performance indicators instantly
  
• Spot missing profile fields or optimization gaps
  
• Export the audit for use in reports or client pitches
  

3. Review Metrics and Posting Frequency

Google values active businesses. A good audit tool should show:

• Number of reviews
  
• Average star rating
  
• How often does the business post updates to its profile
  These help you measure trust signals and content activity.
  

4. Citation and NAP Consistency

If your Name, Address, and Phone number (NAP) are inconsistent across directories, it sends mixed signals to Google.
Look for tools that flag these inconsistencies or integrate with platforms that fix them (like BrightLocal or Whitespark).

5. Chrome Extension Access

Speed matters, especially if you audit multiple listings.
Tools like GMB Everywhere work directly in Google Maps with one-click access, no login or dashboard switching required.

This is perfect for:

• On-the-fly audits.
  
• Competitor research.
  
• Prospecting new clients as a freelancer.
  

6. Free vs. Paid Flexibility

Some audit tools require expensive monthly subscriptions, even for basic features.

But tools like GMB Everywhere offer a free tier with powerful features and optional upgrades as you grow.

This makes it ideal for:

• Freelancers who are just starting.
  
• DIY business owners are doing their own SEO.
  
• Agencies are testing new tools before scaling.

With these criteria in mind, let’s now look at the best GMB audit tools in 2025, starting with the one I use and recommend.

Best GMB Audit Tools for Local SEO (2025 Edition)

From my experience so far, there are dozens of local SEO tools on the market, but only a few are truly effective when it comes to auditing Google Business Profiles. 

Below, I’ve handpicked the top tools worth using in 2025,  including free and paid options, based on real features, use cases, and value.

1. GMB Everywhere

Best for: Fast GMB audits, category visibility, freelancers & agencies. Visit GMB Everywhere.

GMB Everywhere is a lightweight Chrome extension that gives you instant insights when you view any business profile on Google Maps.

It reveals:

• All business categories (primary & secondary)
  
• Review count and star rating
  
• Posting activity
  
• NAP visibility and audit checklist
  
• Exportable reports for clients
  

Why I Recommend It:

Unlike most tools, it’s fast, beginner-friendly, and doesn’t require you to log into a dashboard or run a bulk scan. Just visit a competitor’s profile and get everything you need in seconds.

Pros:

• Free plan available
  
• Works instantly in Google Maps.
  
• Best-in-class for category-level audits
  
• No login required
  
• Export feature for freelancers and agencies
  

Cons:

• Limited to Chrome
  
• Bulk audit requires the Pro plan
  

Learn how to use it step-by-step in this post: How to Check Competitor Google Business Categories in 60 Seconds

2. BrightLocal

Best for: Agencies managing multiple client locations.

BrightLocal is a well-established local SEO platform offering deep audits, citation tracking, review monitoring, and local rank tracking.

Key Features:

• Full GMB audit reports
  
• NAP & citation checker
  
• White-label PDF reports
  
• Rank tracker for Google Maps
  

Pros:

• Built for agencies
  
• Includes tools beyond GMB (citations, rankings, reviews)
  

Cons:

• No free plan
  
• Requires dashboard login for every audit
  
• Doesn’t show competitor categories directly
  

Starts at $39/month

3. Whitespark Local Citation Finder

Best for: Finding and fixing local citations

Whitespark focuses heavily on citation consistency and local directory cleanup — an important ranking factor in local SEO.

Pros:

• Great for citation gap analysis
  
• Trusted by local SEO professionals.
  

Cons:

• No GMB category or competitor audit feature
  
• Paid only
  

Starts at $33/month

4. Local Falcon

Best for: Geo-grid heatmaps and local visibility tracking.

Local Falcon shows you a visual map of how your business ranks in specific locations using a “grid” view, perfect for proving local SEO success to clients.

Pros:

• Unique heatmap visibility tool
  
• Shows ranking data in specific zip codes or cities
  

Cons:

• Doesn’t provide a full GMB audit
  
• Not beginner-friendly
  

Credit-based pricing model

5. PlePer Chrome Extension

Best for: Budget users who want to check categories only

PlePer offers a simple extension that shows some GMB data (categories, reviews, etc.) in Google Maps.

Pros:

• Free
  
• Quick category check
  
• No login needed
  

Cons:

• Inconsistent updates
  
• Doesn’t audit the full profile
  
• Cluttered UI
  

Cost: Free

6. Moz Local

Best for: Multi-location brands needing directory syncing

Moz Local is known for citation syncing, profile management, and enterprise-level NAP consistency.

Pros:

• Easy citation sync across dozens of directories
  
• Alerts for listing errors
  

Cons:

• There are no GMB competitor audits
  
• The dashboard is not designed for quick audits or comparisons
  

Cost: Starts at $14/month/location

Best GMB Audit Tools by Use Case

Now that you’ve seen the top audit tools available in 2025, let’s break them down by who these tools are best suited for.

For Freelancers and Local SEO Consultants

If you offer local SEO services or sell GMB audits as a freelance gig, you need a tool that’s:

• Fast to use.
  
• Easy to explain to clients.
  
• Exportable for reporting.
  
• Free or low-cost to start.
  

Top Pick: GMB Everywhere

Why? It works inside Google Maps, provides instant audit data, and helps you reverse-engineer what top competitors are doing, all with one click.

You can use it for:

• Client prospecting
  
• Onboarding audits
  
• Retainer proposals
  
• Competitor breakdowns in sales pitches
  

Want to learn how to turn this into a service?  Read: How to Sell GMB Audits as a Freelancer

For Agencies with Multiple Clients

Agencies managing 10+ clients need scalability, tracking, and reporting features.

Top Pick: BrightLocal

Why? It includes audit tools, rank tracking, review monitoring, and white-label reports.

Use it for:

• Monthly reporting.
  
• Client dashboards.
  
• Campaign performance tracking.
  

If your agency focuses on citations and listings, Whitespark or Moz Local may be a better fit for that layer of optimization.

For DIY Business Owners

If you’re a small business owner doing your local SEO, you need a tool that is:

• Simple to use.
  
• Free or low-cost.
  
• Fast, with no learning curve.
  

Top Pick: GMB Everywhere (Free Plan)

Why? It works directly in Google Maps and doesn’t require any setup. You can compare your profile with competitors and fix what’s missing using the insights.

For Geo-Targeting Experts or Advanced SEOs

If you’re focused on location-specific performance (e.g., how you rank 5 miles north of your business), you need a geo-visual tool.

Top Pick: Local Falcon

Why? It lets you map your visibility in a grid and track movement over time.

How to Run a Simple GMB Audit (Using a Free Chrome Extension)

You don’t need complex software or expensive SEO platforms to run a solid Google Business Profile audit.

In fact, with the GMB Everywhere Chrome extension, you can analyze your listing or your competitor’s in less than 60 seconds, directly from Google Maps.

Here’s how to do it step-by-step.

Step 1: Install GMB Everywhere

Go to the official website and install the Chrome extension here:
Get GMB Everywhere 

It’s free to start and doesn’t require you to log in or create an account.

Step 2: Open Any Google Business Profile in Google Maps

Search for your business (or a competitor’s) on Google search or directly on Google Maps. 

For this demonstration, I will search on the Google search bar for a “Carpenter near me”.

From my screenshot, you would see the 3 top businesses ranking on the Google Map Pack for it. Google Map Pack is the name, review, and details of the business that show up.

Then, click on the listing to bring up the full business profile sidebar.

You can do this for:

• Your own business
  
• A direct local competitor
  
• A potential client’s profile (if you’re a freelancer)
  

Step 3: Click the GMB Everywhere Extension Icon

Once the business listing loads, click on the GMB Everywhere extension in your Chrome toolbar. 

The tool will instantly pull in all available data and display it right beside the profile.

You’ll see:

• Primary and secondary categories
  
• Star rating and number of reviews
  
• Number of photos
  
• Posting frequency
  
• Address and NAP(Name, Address, and Phone) data.
  

Then, it’s automatically opened in a Google Map like this: 

Step 4: Analyze the Audit Results

Use the data to identify:

• Whether you’ve selected the most competitive categories.
  
• How active your profile is compared to competitors.
  
• If your review and posting volume needs improvement
  
• Any NAP inconsistencies that might hurt your rankings

For freelancers, this is the perfect moment to take a screenshot or download the audit PDF to include in a client report.

Click each of the features that the GMB Everywhere tool has provided for you to further audit your GMB profile, like: 

• Use the “Basic” feature to do an overall audit of your profile to find areas of improvement
• Use the “AI” feature to see other tools to further optimize your listing faster without thinking too much. 
• Use the “Teleporter” feature to find the location and competitors of the business at a particular location.
• Use the “Review” feature to find reviews on your profile
• Use the “Post” feature to find posts your competitors make and where you need to improve.

Step 5: Take Action

If you spot issues in your profile:

• Log in to your Google Business dashboard
  
• Click edit to update or add relevant categories
  
• Start posting regularly if you don’t.
  
• Ask satisfied customers for reviews.
  
• Make sure your business info is consistent across directories.

For competitor analysis, create a list of top-performing categories to test on your listing.

Pro Tip: Use GMB Everywhere to audit the top 3 Google Map Pack listings in your niche. This will give you a clear picture of what works and what you’re missing.

Need help choosing the right category? See: How to Pick the Best Category for Your Business on Google

Which GMB Audit Tool Is Right for You?

Choosing the right audit tool depends on your goals, your budget, and how deep you need to go with Google Business Profile optimization.

Here’s a quick recap:

User Type	Top Tool	Why
Freelancers / Side Hustlers	GMB Everywhere	Fast, free, exportable audits, and category visibility
Small Business Owners	GMB Everywhere (Free Plan)	Simple, one-click insights without technical setup
Agencies / SEO Teams	BrightLocal	Scalable reporting, citation management, and client dashboards
Geo-Targeting SEOs	Local Falcon	Heatmap visibility in specific locations
Citation Auditors	Whitespark	Best for citation and NAP analysis
Budget Category Checks	PlePer	Free category viewer with limited features

My Recommendation

If you’re looking for a reliable, beginner-friendly tool that helps you instantly analyze and improve Google Business Profiles, GMB Everywhere is the best place to start.

It’s fast, accurate, and requires no learning curve, whether you’re optimizing your own listing or auditing dozens for clients.

Conclusion

Google Business Profiles are one of the most powerful tools in local SEO, but most businesses leave them half-optimized.
A simple GMB audit helps you:

• Discover what’s missing.
  
• Reverse-engineer your top competitors.
  
• Improve your chances of ranking in the local 3-Pack
  

And now, you don’t need expensive software to do it.

With GMB Everywhere, you can run powerful, actionable audits with one click and finally understand what your competitors are doing right.

Ready to take control of your local rankings?

👉 Install GMB Everywhere Now — It’s Free to Start

Continue Your Learning:

• How to Check Competitor Google Business Categories (Fast & Free)
  
• How to Pick the Best Category for Your Business on Google
  
• How to Sell GMB Audits as a Freelancer
  
• Google Business Profile Optimization: The Only Complete Guide That Works in 2025

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