A Local SEO Audit Checklist: Profile, Pages, Citations, Reviews and Tracking

Verify ownership and that the listing follows Google's representation guidelines: the real business name, a valid address or service area, an accurate category and hours. Check for duplicates, wrong pins and suspended or flagged edits.

Review services, attributes, photos and Q&A. Look at insights to see calls, direction requests and the queries that find you.

On the site, check that each location or service has a page with unique, helpful content, a visible name, address and phone, an embedded map where relevant and LocalBusiness structured data consistent with the profile. Check mobile usability and speed.

Across the web, compare your name, address and phone on major directories, data aggregators and social profiles. Fix inconsistencies and duplicates.

Count recent reviews, average rating, response rate and whether reviews mention your key services. Check for policy-violating reviews and flag them. Confirm you have a review process that asks all customers.

For tracking, confirm calls, forms and direction requests are counted, with source labels flowing to analytics or CRM. Without tracking you cannot judge any fix.

Rank issues by risk and impact. Guideline problems come first, then lead-losing issues such as broken forms and missed calls, then ranking factors such as categories, content and reviews. Assign an owner and date to each.

Re-run the audit every six months, or after a move, rebrand or new location.