How to Perform a Detailed Local SEO Audit in 10 Steps?

Local SEO audits show that almost everyone (98%) uses the internet to find local businesses, and mobile searches often convert quickly, 88% lead to a visit or call within 24 hours.

However, over half of businesses (58%) don't have a plan, leading to issues like poor Google Business Profile (GBP) setup, missing reviews, and inconsistent citations.

This causes customers to lose trust when info is wrong.

Local search is a crucial factor for businesses seeking to expand in a particular geographic region.

Regardless of the type of business you operate, ranking in local search results can significantly increase your traffic, leads and revenue stream.

A Local SEO Audit enables the identification of gaps that impact your local search presence and provides actionable insights to enhance visibility.

This blog covers all the necessary elements and information to stay informed about performing a local SEO audit, the tools needed and steps to follow.

What is a Local SEO Audit?

A Local SEO Audit is a comprehensive evaluation of your business’s local search presence. It analyses the optimisation of your website, Google Business Profile (GBP), citations and other listings to ensure they are accurate and reflect in local search results.

The goal is to identify errors, opportunities and implement changes that significantly contribute to the visibility of local searches. A local SEO Audit focuses on elements critical to garnering the attention of nearby customers, such as prioritising the location-based signals like Google Map rankings, NAP consistency, local backlinks and reviews.

Want to know what else is important in a successful SEO audit service?

Why is Local SEO Audit Important?

A Local SEO Audit contributes largely to a website’s and a business’s progress. Below are some benefits of performing a local SEO audit which signifies its importance:

1. Improve Local Visibility: Optimising content to ensure your business is reflected in Google Maps and local search results/packs.

2. Uplift Website Traffic: Optimisation of local listings to engage highly targeted local visitors.

3. Enhance Customer Engagement: Providing accurate and consistent information fosters trust among local users.

4. Identify Weaknesses: Pointing errors like inconsistent NAP, poor reviews or weak local backlinks that impact appearance in local search results.

5. Boost Conversion Rates: Local searches are way more impactful as they lead to immediate actions such as store visits or calls.

A Local SEO Audit not only identifies errors but also produces a roadmap to enhance your overall local search strategy.

What Are The Key Components of a Local SEO Audit?

A detailed Local SEO Audit evaluates several areas of your local online presence. Key components of a local SEO audit include:

1. Google Business Profile Optimisation: Complete your GBP with accuracy and regularly update it.

2. NAP Consistency: Cross-checking your name, address and phone number to ensure consistency of data across all directories.

3. Local Citations:Ensuring your business is mentioned/included across local and industry-specific directories.

4. Local Reviews & Ratings: Consistent auditing of customer reviews on Google and other platforms.

5. On-Page SEO for Local Keywords: Integrating location-specific keywords strategically on website pages.

6. Mobile & User Experience: Confirmation on your website’s user-friendly interface and quick loading.

7. Local Backlinks: Backlink analysis from local websites, new sources, or industry sites.

8. Maps & Location Signals: Specific optimisation is done to appear in Google Map searches and location-based results.

9. Competitor Analysis: An analysis of local competitors’ presence and comparison of competitors competing in the same area.

10. Structured Data & Schema: Local business schema markup implementation to help search engines comprehend your business details.

10-Step Guide On How To Conduct A Local SEO Audit

Follow these 10 simple steps to perform a local SEO audit, which may seem complex if not conducted in the given process.

Step 1: Evaluate Your Google Business Profile

To ensure the accuracy and completeness of your GBP, ensure the following:

• Business name, address, phone number, and website URL are correct.
• Business categories reflect your core services.
• Operating hours are accurate and updated for holidays.
• High-quality images of your business, products, or services are uploaded.
• Consistency in sharing posts and updates.

Step 2: Check NAP Consistency

Consistency in NAP (Name, Address, Phone) is critical for local SEO. Ensure that your business data is identical across:

• Website contact page
• Google Business Profile
• Social media profiles
• Local directories

Even minor distinctions can confuse search engines and negatively impact your visibility.

Step 3: Analyse Local Citations

Citations are mentions of your business across online directories. Audit citations to ensure:

• All listings are accurate
• No duplicate entries exist
• Listings are in authoritative local and industry-specific directories

Step 4: Review Online Ratings and Reviews

Local search rankings bear a significant impact through customer reviews. Audit your reviews to:

• Identify areas for improvement
• Professional response to negative reviews
• Encourage contented customers to post positive reviews

Step 5: Conduct On-Page Local SEO Audit

Local keyword optimisation led by website audit, asking you to focus on:

• Location-specific keywords for title tags and meta descriptions
• H1 and H2 - header tags with local relevancy
• Content that tags your city, region or service area
• Including local landing pages for several locations, if possible

Step 6: Audit Mobile Experience and Website Performance

Local searches frequently operate on mobile devices. Ensure the following:

• Website loading time is quick
• Design is mobile-responsive
• Core Web Vitals scores are optimised
• Navigation is simple for local visitors

Step 7: Analyse Local Backlinks

A local authority improves through backlinks from local or niche-relevant sources. Thus, audit your backlinks to:

• Identify high-quality local links
• Eliminate spammy or low-quality backlinks
• Acquire new opportunities from local blogs, chambers of commerce, and news sites.

Step 8: Verify Maps and Location Signals

Google Maps visibility is vital for local businesses. Audit your location signals by:

• Verifying your business PIN location
• Check that the map marker is accurate
• Ensuring multiple categories are correctly listed

Step 9: Analyse Competitors

After comparing your local SEO efforts with those of your competitors, you’ll receive actionable insights, asking you to focus on the following:

• Their Google Business Profile optimisation
• Reviews and ratings
• Local backlinks
• On-page local keyword usage

Step 10: Implement Structured Data and Schema Markup

Search engines understand business better through the implementation of structured data. Add, include or audit local business schema to include:

• Name, address, phone
• Business category
• Opening hours
• Reviews and ratings

What Are the Tools To Conduct a Local SEO Audit?

Several tools can significantly contribute to the enhancement of your local SEO Audit process:

1. Google Business Profile Insights: Engagement, search queries and user actions tracker.

2. Moz Local: Assists in handling citations and consistency in NAP.

3. BrightLocal: Detailed tool for reviews, citations, and local search rankings.

4. SEMrush Local SEO Toolkit: Offers competitor analysis, local rankings, and audit insights.

5. Google PageSpeed Insights & Mobile-Friendly Test: Ensures mobile optimisation.

6. Ahrefs / Majestic: Backlink analysis focused on local authority.

7. Screaming Frog SEO Spider: Verifying website SEO issues, including local keyword optimisation.

Leveraging a combination of these tools ensures you include all elements of a Local SEO Audit efficiently.

Common Local SEO Audit Mistakes To Make

Even minor errors can have a significantly negative impact on your local search performance. Focus on avoiding their issues when conducting a Local SEO Audit:

• Inconsistency in NAP Data: Using distinct phone numbers or addresses across platforms may baffle search engines and users.
• Duplicate Listings: Having numerous entries in directories can divide reviews and weaken authority.
• Neglecting Google Reviews: Failing to address customer feedback can negatively impact rankings and trust.
• Not Optimising for Mobile: Several local searches are conducted on mobile devices; a poor mobile experience drops conversions.
• Missing Local Backlinks: Failing to acquire local authority links can limit visibility in local search packs.
• Ignoring Competitor Analysis: Failing to understand your competitors' strategies or action plans leaves you with unexplored opportunities.

How Saffron Edge Can Help With Local SEO Audit?

Saffron Edge offers expert Local SEO Audit services to ensure your business achieves top ranking in search results. Our services cover:

• Comprehensive Audit: Evaluate your Google Business Profile, citations, reviews, backlinks, and on-page SEO.
• Fix Gaps: Resolve inconsistencies in NAP, duplication in listings and missing information.
• Optimise Listings: Maximum visibility by enhancing your Google Business Profile and local directory entries.
• Actionable Insights: Offer a roadmap with prioritised steps to enhance rankings, attract more local customers, and increase revenue.

Conclusion

A Local SEO Audit is not a one-time performance; it needs regular periodic conduct to ensure sustainability and improvement in your local visibility.

Hence, following this 10-step guide helps you in the systematic conduct of identifying issues, optimising Google Business profile, enhancing website performance, acquiring quality local backlinks and staying ahead in the regional competition.

A prominent appearance of your website in local search results takes place when a regular local SEO audit is conducted to garner increased traffic, engagement and conversions.