Imagine if a small Manchester bakery wasn’t showing up in local searches like ‘independent bakery manchester’. They had a beautiful website but zero local online visibility. So, what should they do? They need to start optimising their website with local SEO tactics, and for that, they need our full local SEO audit checklist! After using this SEO checklist, you should see your local traffic increase significantly.
That’s the power of a full local SEO strategy. Most businesses skip the basics and wonder why competitors rank higher.
Why Local SEO Audits Matter Now More Than Ever
46% of all Google searches are seeking local information. That’s nearly half of everyone searching on Google looking for businesses nearby.
Yet only about half of local businesses out there have a Google Business Profile. Having this setup, with your business officially “claimed” creates massive opportunities for businesses.
Let’s get into our Best SEO Audit Checklist to help you find what’s broken with your local online visibility and fix it fast!
Step 1: Google Business Profile Deep Dive
Your Google Business Profile (GBP) is your local SEO foundation. Start here every time.
Check these basics first:
- Business name matches everywhere: Website, directory listings, social media etc
- Address format is consistent: Same spelling or abbreviations across all platforms
- Phone number works: Test it yourself from a mobile
- Business hours are accurate: Including holiday hours and special schedules
- Categories are relevant: Primary category matches your main service
Customers are 70% more likely to visit and 50% more likely to consider purchasing from businesses with a complete Google Business Profile. Complete means every field is filled properly and accurately.
Step 2: Reviews and Reputation Check
Reviews directly impact local rankings. They also influence customer decisions heavily.
- Review Volume: How many reviews do you have compared to competitors?
- Review Frequency: Are you getting new reviews regularly?
- Response Rate: Are you actively replying to reviews, especially any negative ones?
- Review Quality: Are you getting detailed reviews from your customers, with local keywords?
Step 3: Website Local Optimisation
Your website needs to speak “local” to search engines. Check these elements:
- Title Tags: Include city or town names and local keywords naturally.
- Meta Descriptions: Mention your location and service area.
- Header Tags: Use local terms people actually search for.
- Contact Page: Complete address, phone, email, and opening hours.
- Location Pages: Separate pages for each service area if you serve multiple locations
Local keywords matter. “Dentist Manchester” gets more local traffic than just “dentist”.
Step 4: Schema Markup Implementation
Essential schema types for local businesses:
- Local Business Schema
- Opening Hours Schema
- Address Schema
- Review Schema
- FAQ Schema
Many businesses skip schema because it sounds technical. But it’s crucial for local visibility.
Step 5: Citation Consistency Audit
Use our Best SEO Audit Checklist to check your any citations your website might have on other sites (external links):
- Accuracy: Same spellings everywhere.
- Completeness: All information included.
- Authority: Listed on relevant industry directories.
- Local Directories: Present on UK-specific platforms
One common problem involves businesses listed as “Smith & Co” on some directories and “Smith and Company” on others. Small differences create big problems.
Step 6: Mobile Experience Review
Check these mobile elements on your own website:
- Page Speed: Load times under 3 seconds.
- Click-to-Call: Phone numbers are clickable.
- Directions: Easy access to Google Maps.
- Contact Forms: Work properly on small screens.
- Local Information: Visible without scrolling
Step 7: Competitive Analysis
The Best SEO Audit Checklist isn’t complete without checking competitors websites and how they’re doing with local visibility. Look at businesses ranking above you locally in Google etc.
Compare:
- Google Business Profile completeness: Are their profiles more detailed?
- Review strategies: How do they get customer feedback?
- Local content: Do they create location-specific content?
- Citation strength: Where are they listed that you’re not?
The Real Impact
Using this Best SEO Audit Checklist is systematic, and easy to follow. Local SEO audits help identify problems you didn’t know existed! They also reveal opportunities competitors are missing, to give you more of an edge in the market. Take time to audit properly, or if you need help and want us to do the work for you – contact us today!
Your local visibility depends on getting the basics right first.
Frequently Asked Questions
What is a local SEO audit and why is it important?
A local SEO audit is a step-by-step review of your business’s online presence, including your Google Business Profile, reviews, website, and citations. It helps identify issues affecting visibility and ensures your business appears in local searches.
How does Google Business Profile impact local rankings?
Your Google Business Profile (GBP) is the foundation of local SEO. A complete and accurate profile increases trust, improves local search visibility, and makes customers more likely to visit or purchase from your business.
Why are reviews so crucial for local SEO?
Reviews influence both rankings and customer decisions. Businesses with frequent, high-quality reviews containing local keywords often rank higher in search results and gain more customer trust.
