A move gets shopped in one sitting, usually alongside two other companies, on whatever screen is closest. Whatever your Google Business Profile shows in that moment stands in for a truck, a crew, and everything the customer owns. This audit scores yours out of 100 on twelve things you control, then sorts the fixes by the points you gave up.
Run the free tool ↓Open the profile on another screen and answer from what is on it today, not from the setup you did the spring you bought the second truck. Twelve questions, a couple of minutes, no signup, and the score appears once the last answer is in.
Prefer a full page? Open the Google Business Profile Audit tool here.
Same twelve questions for every trade. These are the ones that cost a mover work.
Three bands come back: strong at 85 and up, decent with gaps from 60 to 84, needs work below that. For a mover the band matters less than the list under it, because the items that come off cheapest are the ones nobody has a spare hour for in July.
A strong result is dull. Verified, one accurate primary category, every field current, photos from this month, a review from this month, posts somebody actually publishes. A weak result rarely belongs to a careless mover, it belongs to a busy one: the profile was built the spring the second truck arrived and has not moved since.
The limits are worth saying out loud. You answer the twelve questions and the page grades your answers, so it is only as honest as they are. It opens nothing, logs into nothing, and knows nothing about your competitors, your review text, or where you rank today. It also has no way to measure the miles between your yard and the person searching, which stings in this trade, because you would drive an hour for the job a closer company just took. The weights, and the order the fixes print in, are explained on the general Google Business Profile audit.
Both companies below are invented, and the answers are round.
Say a three truck local mover where the owner still walks the estimates. Verified, roughly 30 reviews with the newest a few months old, a broad primary category, no secondaries, gaps in the hours and description, four photos from the week the trucks got lettered, no replies, no posts, two services listed, no Q and A, messaging off. That comes back at 38, inside the needs work band, and the fixes print in order: post weekly, fill every field, add ten or more real photos, reply to every review, fix the primary category, add the secondaries.
Now imagine a long distance carrier on a few lanes. More than 50 reviews with a fresh one this month, all of them answered, ten or more photos added monthly, verified, primary category right, every field filled. Then the thin half: one or two secondary categories instead of the full set, posts that go up now and then rather than weekly, two or three services listed, no Q and A, messaging off. That comes back at 82, three short of strong, and five items print: post weekly, seed the Q and A, list the services, turn on messaging, finish the secondary categories. That carrier did the slow work of earning and answering reviews, then left the cheap fields, the ones that settle a nervous customer, half done.
Your profile does two jobs, weeks apart. The first is research, before a date is fixed: what a two bedroom move runs, how early a July date has to be booked, which items a crew will refuse. That is the work a seeded Q and A and a real services list do. The second is the booking search, and by then your name is familiar or it is not.
Both visits come down to proof. Household moving is a category with a known fraud problem, and buyers arrive braced for it, so the facts worth putting in plain text are the ones a stranger can confirm and a broker cannot borrow: whether you are a carrier, whether your own crews and trucks do the work, your registration and license numbers, the year you started, the towns you cover, the moves you decline. Spell the business name, address and phone the same way on the profile as on your registration record and your own site. The profile itself is covered on Google Business Profile, the ongoing work on local SEO, and what we build for movers on the movers page. The site behind the pin is the website report card, and whether an assistant names you is the AI visibility checker.
Nothing on the fix list needs an agency. A weekly post, a services menu, ten real photos and a seeded Q and A are an hour of office work, and that hour does not exist between May and September. Do the setup in the trough and shoot the photos during the crush.
If you would rather it were somebody's job, ongoing local SEO runs $1,500 to $3,500 per month for most businesses, and $3,500 to $7,500 per month in competitive metros or multi location operations. Month to month, and you own the profile and the accounts. Trade figures sit on what SEO costs for a moving company, and the wider budget question belongs to what should you pay, for movers. Kelly WM is Orlando-based, working with local service businesses nationwide since 2008, and this audit is one of more than 50 free tools at kellywm.com/tools, no email wall.
No. Nothing in the twelve questions asks about your service area or whether the address shows, so answer them as written. Verification, categories, hours, photos, reviews and posts score the same either way. The audit knows only what you tell it.
Pick the one that matches most of the invoices. If you run a warehouse and a real share of the work is storage in and out, moving and storage is honest and moving company becomes a secondary. No warehouse, no claim.
Recency scores on its own, separate from how many reviews you have, so a profile with hundreds still gives points away once the newest is months old. Ask on every job, year round, with nothing offered in exchange. Screening the list so that only the pleased customers get asked is review gating: the review platforms prohibit it, and it runs against the FTC's endorsement guidance.
The work you want in the trough. Weekday and mid month openings, storage in and out, senior moves, office moves, labor only jobs, flexible dates. Posts are a ten point item, and the easiest one to let lapse once every truck is out. The profile somebody finds in June is the one you kept warm in January.
No, and the page does not claim otherwise. The twelve questions only reach the parts of the profile you control. How far your yard sits from the person searching is an input the score never sees, broker listings are competing in those same results, and where you rank today sits outside what this reads.
Google Business Profile Audit: full tool page and methodology · Marketing for moving companies · SEO cost for moving companies · AI Visibility Checker for Movers · Website Report Card for Movers · What Should You Pay? for Movers · Review Response Writer for Movers · All free tools
Clear the top three items off your fix list before the season turns, then decide whether the rest is worth handing to somebody. If you want a second opinion on the profile and the site behind it, we will build a free concept mockup of your homepage, yours to keep.
Book a free consultation → Or call/text directly: (407) 694-2055Tell us a little about the business and we will come back with an honest read: what we would fix first, what it costs, and whether you need us at all. Prefer to see work before you talk numbers? Get a free homepage mockup, built for your business, yours to keep either way.
Brandon reads every one of these himself. You will hear back shortly with an honest read on what we would do first, what it costs, and whether it is worth it for you.