Local SEO
Audit Checklist

Verify every field contains accurate, complete information. Check business name consistency, address formatting matches website exactly, and phone numbers connect to actual business line.

Review primary and secondary categories for accuracy and relevance. Primary category should match main service offering, secondary categories capture additional services. Example: Plumber (primary), Emergency Plumber, Water Heater Repair (secondary).

Optimize 750-character business description for keywords, unique value proposition, and compelling call-to-action while highlighting local market differentiation.

Audit photos and videos for quality and relevance. Include exterior shots, interior photos, service demonstrations, team photos, and customer results. Upload new photos monthly for engagement signals.

Analyze review acquisition rate, response consistency, and reputation management. Calculate monthly review velocity and evaluate response quality. Aim for 5+ new reviews monthly with specific service mentions.

Actively manage Questions & Answers section. Proactively add 5–10 FAQs with optimized answers and monitor and respond to new questions promptly.

Review GBP insights for customer behavior patterns, peak search times, and effective content types. Use data to optimize posting schedule and content strategy.

Ensure GBP integrates with broader local SEO strategy. Verify connections to Google Analytics, Google Ads, and website local optimization elements.

Create dedicated pages for each service area with location-keyword combinations, unique area content, and clear contact information. Structure: H1 with [Service] in [City], local content, customer testimonials, contact CTAs.

Check proper local business schema markup throughout website. Ensure structured data matches GBP information exactly for consistency signals.

Audit Name, Address, Phone consistency across every website page. Check headers, footers, contact pages for exact GBP matches. Even small formatting differences hurt rankings.

Test mobile experience — 71% of Google searches happen on mobile. Verify fast loading under 3 seconds, easy navigation, and prominent contact information. Click-to-call buttons are essential for local service businesses.

Review content for local relevance and optimization. Address local customer needs, reference local landmarks, demonstrate community involvement. Blog about local events and service-specific issues in your area.

Ensure easy access to contact information. Clickable phone numbers, map-linked addresses, and accessible contact forms within two clicks from any page.

Create comprehensive service area pages with local needs content, area-specific keywords, and relevant local information for each location you serve.

Review internal linking for local SEO support. Create topic clusters linking service pages to area pages and relevant local content.

Audit business citations across major directories for NAP consistency. Priority directories: Google, Yelp, Apple Maps, Bing Places, Facebook, Yellow Pages, BBB. Identify and fix all inconsistencies — even small formatting differences matter.

Evaluate presence in industry-relevant directories and associations. Identify authoritative directories for your specific trade and ensure optimized listings where your ideal customers actually search.

Check presence in local directories, chambers of commerce, and area-specific business listings for hyperlocal authority signals.

Audit social profiles for local optimization. Facebook pages with location info, LinkedIn with local expertise, Instagram with community involvement and location tags.

Assess presence across relevant review platforms beyond Google. Yelp, Facebook, industry-specific sites — consistent information and active management across all of them.

Review local search rankings for target keywords across different locations. Track comprehensive visibility and identify missing opportunities by service area.

Analyze top 3–5 local competitors' strategies. Examine their GBP, citations, content approaches, and keyword targeting to identify opportunity gaps you can exploit.

Analyze website analytics for local traffic patterns, conversion rates, and customer behavior. Identify top-performing local keywords and pages. Track phone calls, form submissions, and direction requests.

Calculate ROI from local SEO efforts by tracking: leads from organic local search, cost per lead, customer lifetime value from local customers, and GBP actions — calls, messages, and direction requests.