Local SEO Audit Checklist
Inspect four areas
Record the business identity, actual coverage and relevant competitors before comparing visibility. Separate organic website results from local-profile results because their reports and ranking contexts differ.
- Business information: name, contact details, hours, eligible profile and important listings.
- Website: indexable service pages, clear location context and usable contact paths.
- Proof: genuine reviews, approved photos and relevant project information.
- Measurement: Search Console, profile interactions and qualified enquiry records.
Build an evidence register
Use columns for issue, affected URL or listing, evidence, impact, owner and verification. For example, “the profile links to an old contact page that redirects twice” is more actionable than “local SEO is poor.” Test a mobile enquiry and confirm that the business receives it. Check inconsistent details at the source rather than making conflicting edits in several systems.
Prioritise the repair list
Resolve incorrect identity, inaccessible pages and broken enquiry paths before expanding content. Improve thin service explanations where they prevent buyers making a decision. Avoid manufacturing dozens of near-identical location pages to improve an audit score. Recheck the changed items and review qualified demand over time; no audit score can guarantee a map position or a particular number of customers.