When does a lead get Low star rating, Few Google reviews or No website?
These problems come from the business's Google listing and a few plain facts from the website audit, each with a fixed cut-off. A lead gets Low star rating when its Google rating is under 4.0 stars, Few Google reviews when it has fewer than 25 Google reviews, and No website when its Google listing has no website at all.
From the Google listing
The name in brackets is the matching problem card on New Search.
- Low star rating (Low Star Rating): the Google star rating is below 4.0. A 3.9 counts, a 4.0 does not.
- Few Google reviews (Low Review Count): fewer than 25 Google reviews. 24 counts, 25 does not.
- No website (No Website): the Google listing has no website. The Live Website Audit then shows a Website row that reads None: Maps listing only.
- Incomplete GBP (Incomplete Business Profile): the Google listing has no opening hours set, or the business has no website. Photos and descriptions are not checked. Every lead with No website gets this one too.
When Google gives no star rating or review count for a business, neither of the first 2 problems is added. Leads from an imported list have no Google listing data, so they never get them. See Why does my imported list have no ratings, AI check or Market Report button?
From the website audit
These are only checked when the website loaded and was not blocked by bot protection.
- Outdated site (Outdated Website): the newest copyright year on the homepage, such as
© 2022, is 3 or more years old. In 2026 that means 2023 or earlier. If no copyright year is found, the problem is not added. - Not secure (no SSL) (Missing / Broken SSL): the secure (https) version of the site refused the connection or failed, while the plain http version loaded. If the secure version only timed out, the problem is not added.
- Weak rankings (Needs SEO): the site took more than 3.5 seconds to respond, or no schema markup or no blog was found, or the homepage has no title tag or no meta description. Despite the name, it does not look at where the business ranks on Google. That is the #N rank badge.
- No paid ads (Not Running Ads): neither a Meta pixel nor a Google Ads conversion tag was found on the site. Both must be missing.
Good to know
- If the audit could not confirm that the schema, blog, title, description, pixel or ad tag is really missing, Weak rankings or No paid ads goes in the Worth a look, not verified box instead, and does not count toward the score.
- The Copyright year row in the audit turns red once the year is 2 years old, a year before Outdated site is added.
- Each of these problems adds 20 points to the opportunity score when you ticked its card, and 4 points when you did not.
Still stuck?
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