How to Perform a Comprehensive Local SEO Audit for Your Business?

Local SEO audit - Discover how to perform a comprehensive local SEO audit for your business to boost visibility and outperform local competitors.

Introduction to Local SEO Audits

Local SEO is vital for businesses that rely on nearby customers. A local SEO audit evaluates how well your business appears in local search results, identifying areas for improvement across your local SEO strategy. Whether you’re a café in Manchester or a plumber in Birmingham, your local search presence determines your visibility to potential customers.

This guide from Social Media Time offers a step-by-step walkthrough on how to perform a comprehensive local SEO audit for your business, ensuring your online presence is competitive, visible, and up to date.

Why a Thorough Local SEO Audit is Essential

Many local businesses struggle to appear on the first page of Google search. Without regular local SEO audits, they lose visibility and miss out on local customers. A comprehensive local SEO audit:

• Pinpoints weaknesses in your SEO efforts
• Improves your rankings in the local pack
• Optimises your Google Business Profile
• Ensures name, address, phone number (NAP) consistency

Boosts search visibility in your service area

Step 1: Analyse Your Google Business Profile

Your Google Business Profile (formerly Google My Business) is often the first point of contact for local customers.

Key Audit Actions:

• Ensure the business name, address, and phone number (NAP) are correct
• Select accurate business categories
• Add high-quality, geo-tagged images
• Include business hours, website link, and service areas
• Use relevant local keywords in your description

Regularly update your profile with posts, events, and Q&A responses. This builds trust and improves your local search rankings.

Step 2: Audit Your On-Page SEO Elements

Your website must be optimised for local search. Key on-page elements include:

Checklist:

• Use relevant local keywords in page titles and meta descriptions
• Include city or region names in H1S, URLS, and image alt texts
• Embed a Google Maps widget with your address
• Add structured data (Schema.org) for local businesses
• Make sure each location (if multiple locations) has a dedicated, optimised page

Step 3: Local Keyword Research & Target Keywords

Keyword research tools help identify local keyword opportunities with decent search volume.

What to Do:

• Use tools like Ubersuggest, Ahrefs, or Google Keyword Planner
• Focus on “service + location” keywords (e.g., “emergency electrician Leeds”)
• Look at search trends for seasonal or trending queries
• Use terms that reflect how real people search

Insert these keywords naturally in your copy to improve local SEO rankings.

Step 4: Evaluate Your Local Listings and Citations

Local citations are mentions of your business on directories and listings like Yelp, Yellow Pages, and Bing Places.

Audit Steps:

• Ensure consistent NAP data across all directories
• Check for duplicate listings and request removals
• Submit your business to high-quality, niche-relevant local directories

Tools like BrightLocal or Whitespark can help run local SEO audits across listing platforms.

Step 5: Review Local Backlinks and Authority

A strong backlink profile boosts your local SEO. Focus on local backlinks from trustworthy websites.

Key Tactics:

• Collaborate with local bloggers, newspapers, and associations
• Sponsor local events or charities (often leads to backlinks)
• Use SEO tools to check for spammy or broken backlinks

Google values quality over quantity—local backlinks from respected sources carry more weight.

Step 6: Track Local Rankings and Visibility

Tracking your local rankings helps measure the impact of your local SEO strategy.

Must-Have Tools:

• Local rank tracking software (e.g., Moz Local, SEMrush)
• Track keywords across various locations
• Monitor performance in the local pack and map results

Look for shifts in search visibility as you apply improvements from your audit.

Step 7: Competitor Analysis in Local Search

Know your local competitors to outperform them in search results.

What to Look For:

• Which keywords do they rank for
• Their backlink sources
• Their Google Business Profile setup
• Frequency and quality of reviews

Create better content, earn more links, and build a stronger local SEO presence to leap ahead.

Step 8: Audit Technical SEO for Local SEO Performance

Technical SEO influences how search engines crawl and index your site.

Audit Checklist:

• Ensure mobile responsiveness
• Fix crawl errors and broken pages
• Create and submit an updated sitemap
• Use HTTPS
• Optimise site speed using tools like Google PageSpeed Insights

A fast, secure site increases rankings and reduces bounce rate.

Step 9: Check Online Reviews and Reputation

Online reviews directly affect click-through rates and local search visibility.

Tips:

• Encourage satisfied customers to leave reviews on Google and Yelp
• Respond to reviews—both positive and negative
• Report fake or misleading reviews

A healthy review profile builds trust and helps attract more potential customers.

Step 10: Mobile Usability & Site Speed for Local Search

Most local searches happen on mobile. Your site must perform flawlessly on all devices.

To Audit:

• Use Google’s Mobile-Friendly Test
• Check the layout and buttons on small screens
• Compress images and minimise code to improve site speed
• Avoid intrusive pop-ups

Improved mobile UX translates to better placement of local search results.

Step 11: Internal Linking and Broken Link Audit

A good internal link structure helps both users and search engines navigate your site.

What to Check:

• Ensure each service page links to relevant blog posts and vice versa
• Use descriptive anchor text
• Fix broken links using Screaming Frog or Ahrefs

Clean, logical linking boosts SEO efforts and keeps visitors engaged longer.

Step 12: Google Search Console & Analytics Integration

Use Google Analytics and Google Search Console to monitor your site's health and performance.

What to Do:

• Set up goals and conversions in Google Analytics
• Monitor impressions, clicks, and CTR in Google Search Console
• Identify high-performing local keyword queries
• Check for errors or manual penalties

This data is essential for making informed decisions about your local SEO strategy.

Step 13: Track and Report SEO Efforts

Consistent monitoring ensures your local SEO remains effective.

Key Reporting Metrics:

• Keyword rankings
• Organic traffic by location
• Conversions (calls, forms, clicks to maps)
• Google Business Profile insights

Use dashboards or platforms like Data Studio for clear, actionable reporting. Conduct regular local SEO audits (quarterly is ideal).

Conclusion

Performing a comprehensive local SEO audit is crucial for improving your business’s visibility and attracting more local customers. By following this step-by-step guide from Social Media Time, you can optimise every element of your online presence—from your Google Business Profile to technical performance and backlink strategy.

Consistent auditing, optimisation, and monitoring will ensure your business stands out in local search, builds trust, and generates real-world results.

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