Checklist: local SEO audit

This is your number one storefront for customers nearby.

• The profile is claimed and verified.
• The primary category and the secondary categories are the right ones.
• Name, address and phone number (NAP) are accurate.
• Hours are current, including statutory holidays.
• The description puts your services and your area up front.
• Recent, good quality photos are posted on a regular basis.
• A service area is set if you travel to customers.

Google cross-checks your details everywhere: the smallest mismatch costs you.

• The NAP is identical on your website and on your Google profile.
• You are listed in the key directories for your industry.
• Your details are consistent everywhere you are listed.
• Duplicate listings have been found and removed.

The number, the rating and the freshness of reviews weigh heavily in local ranking.

• Your review count matches or beats local competitors.
• New reviews come in regularly (a flow you keep going).
• You reply to every review, positive and negative.
• The average rating is monitored and defended.

One dedicated page per area multiplies your entry points on Google.

• A dedicated page exists for each city or area you target.
• Title and meta tags name the location.
• LocalBusiness structured data is in place.
• Internal links connect the local pages to each other.
• Local content is useful and unique, never duplicated.

Local links and mentions make your presence in the area credible.

• You have links from local sites (press, partners).
• You are visible through local sponsorships or associations.
• Your brand is mentioned in your area, even without a link.