A local SEO audit answers one question: what is stopping this business from ranking in the map pack and local organic results for the searches that bring customers? This is the checklist we work through before every engagement, organised by the four things that move local rankings: the Google Business Profile, the website, reviews, and off-site signals. Work through it in order, note what fails, and you have your first ninety days of work. Where a check needs a deeper guide, the link is there.
Before You Start
Pick the five to ten searches the business is judged on (“emergency plumber Mississauga”, “family dentist near me”) and check where it appears for each from the business’s own neighbourhood and from a few kilometres away. Google search results in Maps change by location, so use a rank grid tool or at least check from different points. Note the three competitors that hold the map pack. Every item below is measured against them, not against perfection.
Google Business Profile
Is there exactly one profile per real location, and no duplicates or old profiles for former addresses? Duplicates split reviews and can trigger suspension. Is the business name exactly the real-world name, with no keywords or city appended? Is the primary category the one the top competitors use, and are secondary categories complete but honest? Is the address format the one on the website and the storefront, or hidden with a service area if customers do not visit? Are hours, holiday hours and special hours current? Is the website link pointing to the right page (the location page for multi-location businesses)? Is the description written, are services listed with descriptions, are products or menu added where relevant, and are all applicable attributes set? Are there at least twenty photos, with some added in the last month? Has the business posted in the last month? Is messaging on, and answered? Fixing these is GBP optimisation; if the profile is not verified or is suspended, start with verification or suspension recovery.
Website
Does the site load in under three seconds on a phone, and does it pass Core Web Vitals? Is the name, address and phone on every page in text, identical to the profile? Is there a dedicated page for each core service, and for each location if there is more than one? Do title tags include the service and city naturally? Is there LocalBusiness or a specific subtype in schema markup with the same name, address and phone, and does it validate with no errors? Is the site secure (HTTPS), mobile friendly, and free of redirect chains and broken links? Are the important pages indexed, and are thin or duplicate pages (old blog posts, tag archives, city-page templates) either improved or removed from the index? Is there content that answers the questions customers ask before they buy? Is the phone number tap-to-call and the contact form working? Is the embedded map showing the right pin?
Reviews
How does the review count and average compare to the three map pack competitors? How many reviews arrived in the last ninety days, versus the competitors? Are reviews being replied to, and how quickly? Do review texts mention the services and locations the business wants to rank for? Is there a working process for asking, with a short link or QR, and does it comply with Google’s rules against incentives and gating? Are there reviews on other platforms that matter in the category (HomeStars, RateMDs, Yelp, industry directories)? The fix is a review system; the response standard is in how to respond to Google reviews.
Citations and Off-Site
Is the name, address and phone consistent across the major data sources and directories, and are old addresses or phone numbers still circulating? Is the business claimed on Apple Business Connect and Bing Places? Is it listed in the industry and local directories the competitors appear in? How does the number of linking domains compare to competitors, and are there local links (chambers, associations, suppliers, sponsorships, local press)? Are social profiles complete and consistent, and linked from the site? Is the business mentioned in any best-of lists or local media that AI answer engines draw on? Citations are covered in Google Maps citations; links in local link building.
Tracking
Is Google Search Console verified and are Maps and organic queries being reviewed monthly? Are profile performance metrics (calls, directions, website clicks, searches) being recorded month over month? Is call tracking in place without breaking NAP consistency (use a tracking number as the primary and the real number as an additional number, never the reverse)? Are form submissions and calls attributed to source in analytics? Without these, you cannot tell whether any of the above worked.
Turning the Audit Into a Plan
Fix in this order: anything that risks suspension or is actively wrong (duplicates, wrong name, wrong hours, broken phone); the profile completeness gaps; the review process, since it compounds; the website fixes, starting with speed, NAP and schema; then citations and links. Most businesses find ten to fifteen failures on this list, and the first five fixes usually move the map pack position within a few weeks because the competitors have the same failures and never fixed them.
Frequently Asked Questions
How often should you audit local SEO?
A full audit once a year, or when rankings drop. A light check of the profile, reviews and hours monthly, because profile edits from Google and the public change things without telling you.
What is the most common local SEO problem?
Incomplete or inaccurate Google Business Profiles: wrong category, missing services and attributes, no recent photos, and duplicates from old addresses. It is also the cheapest set of problems to fix.
Can I do a local SEO audit myself?
Yes, this checklist is designed for it. The parts that usually need tools or help are the rank grid, the citation scan and the backlink comparison.
How long does a local SEO audit take?
Two to four hours for a single location working through this list; a day or more with tools for rank grids, citations and competitor links.
Where This Fits
This checklist is the first step of our local SEO services; what it finds feeds the profile, review, content and link work described across these guides. Businesses in specific verticals can pair it with the dental, law firm, contractor and realtor guides.
