Nonprofit Visibility Diagnostic

This diagnostic asks you to observe how your organization currently appears online. Set aside about 15 to 20 minutes to complete it.

Before you begin, have these ready:

Your organization’s website

Your organization’s public Google Business Profile, if one exists

A private or incognito browser window

Use the same private window and device for every search.

To open one, select New Incognito Window or New Private Window from your browser menu.

Your Name *

Email address *

What best describes how your organization primarily delivers its work? *

Choose the one option that represents the largest part of your organization’s work.

Provides services or programs directly to individuals or families Provides education, instruction, or training Produces performances, exhibitions, events, or cultural programs Conducts advocacy, policy, or public-awareness work Awards grants, scholarships, or funding Supports members, professionals, or an organized community Operates a location or facility people primarily visit Publishes information, research, or public resources Other

How would you describe the geographic reach of your organization’s work? *

Choose the option that best represents where your organization primarily operates or serves people.

A specific neighborhood or part of a city One city or town Multiple cities or a region Statewide National International Not location dependent

Step 1: Identity Signals

Organization name *

Website URL *

Google Business Profile URL

Compare the name, phone number, and location or service area shown on your website with the information shown on your Google Business Profile. Do both sources describe the same organization using accurate, current information?

Before answering, open your website contact or footer section and your Google Business Profile side by side. Look for differences that change the organization’s identity, location, phone number, or area served. Small formatting differences such as Street and St do not count as conflicts.

For example, a disconnected phone number, an old address, or an incorrect service area counts as a meaningful conflict.

Yes, the information describes the same organization and is current No, at least one important detail conflicts Our Google Business Profile hides our address but shows the correct service area We serve people in person but do not have a Google Business Profile Our work does not involve serving people in person Not sure

Step 2: Service Clarity

What is the primary phrase someone would type into Google to find the service, program, resource, or facility you selected? *

Think about the person looking for help. Write the exact words they would search. Do not include your organization’s name.

For example: free food Cambridge, after-school tutoring near me, or disability services Massachusetts.

Paste the URL of one service page from your website. *

Choose the page that describes your organization’s most important service, program, resource, or facility. Copy the full web address from your browser and paste it below.

Example: https://www.yourorganization.org/food-assistance

Step 3: Geographic Signals

What geographic area applies to the service, program, resource, or facility you selected? *

Enter the most specific location connected to the search phrase and service page you provided in Step 2.

Examples: East Cambridge; Cambridge, Massachusetts; Greater Boston; Massachusetts; United States; Kenya; or not location dependent.

Open the service page URL you provided in Step 2. Does the geographic area you entered above appear near the description of the service, program, resource, or facility?

Look for the city, neighborhood, region, state, or country in the main page content.

Do not count a location shown only in the website footer or contact information.

Yes No Not sure The service is not tied to a geographic area

Step 4: Visibility Reality

Search your organization’s exact name as it appears on your website. Check everything that appears. *

Open a private or incognito browsing window.

Search the name your organization uses publicly. Do not use an acronym or shortened name unless that is the primary name shown on your website.

Our website appeared Our Google Business Profile or Maps listing appeared An organization information panel appeared with facts about our organization A directory or third-party page about our organization appeared Information from a different organization appeared Information about our organization conflicted across the results Nothing clearly representing our organization appeared

Using the same private or incognito window, search the exact phrase you entered in Step 2. Check everything that applies. *

Do not include your organization’s name in the search. Look through the first page of results.

Check everything that applies.

Our organization appeared in Google Maps or local results Our website appeared as a standard search result A directory or third-party page about our organization appeared Our organization did not appear

Did another organization appear before yours for the search phrase you tested? *

Review the Google Maps results and standard website results from the search you completed above.

Yes, another organization appeared before ours No, our organization appeared first

Step 5: Trust Signals

How many Google reviews does your organization currently have?

Check your Google Business Profile or search your organization's name in a private window. Look for the number of reviews listed under your organization's name.

(For example: if your profile shows '47 reviews' enter that number here.)

None 1 to 10 11 to 25 26 to 50 51 to 100 More than 100 We do not have a Google Business Profile Not sure

When did your organization receive its most recent Google review

Open your Google Business Profile or search your organization's name in a private window. Look at the date on the most recent review.

(For example: if the most recent review was posted in April 2026, select the option that matches that time frame.)

Within the last 30 days 31 to 90 days ago 91 to 180 days ago 181 to 365 days ago More than 365 days ago We have no reviews We do not have a Google Business Profile Not sure

How many Google reviews did your organization receive during the last 12 months?

Review the dates on your Google reviews and count the reviews posted during the previous 12 months.

None 1 to 2 3 to 5 6 to 11 12 to 23 24 to 51 52 or more We do not have a Google Business Profile Not sure

Look at your organization’s five most recent Google reviews. How many have a public response from your organization?

If your organization has fewer than five reviews, check every available review.

None One Two Three Four Five We have no reviews We do not have a Google Business Profile Not sure