How to Conduct a Local SEO Audit

What is a Local SEO Audit?

A local SEO audit involves analyzing a local business’s organic (unpaid) visibility in search engine results pages and the elements influencing its performance. This includes the Google Business Profile, website, and online business listings. Conducting a local SEO audit allows teams to uncover weaknesses and opportunities in their search marketing strategy, enabling them to enhance rankings and attract more local customers. Focus on Google Search and Google Maps performance, as these are two of the most significant search channels for local businesses. Below is a step-by-step guide to performing a local SEO audit.

How to Audit Your Google Business Profile

The Google Business Profile serves as a local business listing on Google, appearing in map results on Google Maps and Google Search. Below is an example of a “local pack” or “map pack” in Google Search, typically featuring three profile snippets. Clicking “More places” opens the Local Finder, which displays additional business listings.
Auditing and optimizing your Business Profile can improve its ranking when people search for relevant products or services in your area. It can also boost conversion rates by providing potential customers with essential information to make purchasing decisions. If not already done, add your business to Google and complete the location verification process to gain editing access. Then, sign into Google Business Profile and begin auditing:

• Verify that your business information is accurate and complete
• Consider refreshing your photos and videos
• Respond to reviews (and report any violating Google’s guidelines)
• Address unanswered questions in the Q&A section

To view the search queries your Business Profile ranks for, navigate to the “Insights” report and review the “Searches breakdown.” For identifying keywords with the best potential for your business (i.e., target keywords), perform local keyword research . This reveals the queries prospects use, their search volumes, and terms competitors rank for but you don’t.

Track rankings for target keywords in nearby search locations using Semrush Local’s Map Rank Tracker tool . The tool generates a heatmap report showing positions in Google Maps based on where customers are when they search online.

How to Audit Your Local Business Website

When users enter relevant keywords into Google Search, your website should ideally rank in the organic results—the higher, the better. Exposure in other search engine results page features (SERP features), such as the “People also ask” box, can also drive valuable traffic. Conducting a local SEO audit on your site helps identify issues hindering rankings and uncovers ways to improve.

Check Your Website Rankings

Improving existing keyword rankings is generally quicker and easier than establishing new ones. Identify the queries your domain currently ranks for in Google Search Console. Navigate to the “Search results” report to view keywords and average positions. Keywords ranking in positions five to 15 are typically the best candidates for improvement.

Also, review the “CTR” column, which indicates your click-through rate—the percentage of impressions (views of your website listing in SERPs) resulting in clicks. A low CTR may suggest suboptimal title tags and meta descriptions, as these details are often displayed in organic search results.

For deeper insights and to measure search visibility, add target keywords to Semrush’s Position Tracking tool . One of the most valuable metrics for keyword prioritization is “Volume,” representing the average number of searches per month. You can also see whether keywords trigger SERP features and if your website appears.

Get Technical SEO Recommendations

Technical aspects of your site, such as loading speed and mobile friendliness, impact performance in organic search and affect user experience. Reviewing technical elements is crucial during a local SEO audit. Begin by checking the following sections in Google Search Console:

• Pages: Ensure the correct pages are indexed by Google
• Sitemaps: Confirm Google has an accurate and up-to-date sitemap
• Page experience: Evaluate whether your pages deliver a good experience on mobile and desktop
• Core Web Vitals: Identify URLs failing Core Web Vitals (metrics related to page experience)
• Mobile usability: Note issues related to mobile usability
• HTTPS: Verify all pages use secure HTTPS encryption
• Manual actions: Check if site rankings are affected by a Google penalty
• Security issues: Identify other security issues on your site

Semrush’s Site Audit tool can help prioritize technical SEO issues and provides guidance on resolving each problem.

Review Your Backlink Profile

Backlinks, which are links on other websites pointing to your site, collectively form your backlink profile. The quality and quantity of these links can significantly impact rankings, either positively or negatively.

Thus, reviewing them is a critical part of your local SEO audit. Begin by identifying potentially harmful backlinks. If Google perceives that your site has engaged in unethical or spammy linking practices (e.g., links placed solely for SEO purposes), it may impose a “manual action” or “Google penalty,” which can harm your rankings. Use Semrush’s Backlink Audit tool to find and address harmful backlinks. This tool evaluates your backlinks for “toxic markers” and assigns each a Toxicity Score. If you wish to have the site owner remove a backlink, you can contact them through the platform. If unsuccessful, you can create a disavow file to request that Google ignores the link.

Next, compare your backlink profile with competitors’. Google views natural or “earned” backlinks as endorsements. If a competitor has more backlinks—or backlinks from higher-quality sites—it may be harder to outrank them. Employ link-building strategies to close the gap. With Semrush’s Backlink Analytics tool, you can compare up to five backlink profiles simultaneously. Metrics like Authority Score provide insight into how challenging it will be to outrank competitors. Additionally, analyze other metrics, such as the number of referring domains, to gauge your standing.

Evaluate Individual Pages

To rank highly for a target keyword, you need a page that aligns with the search intent behind that keyword—essentially, a page that fulfills the user’s goal when entering the keyword into Google. Understand what searchers seek by examining the top-ranking pages for your target keyword. Then, apply various on-page optimization techniques to make your content more user-friendly and Google-friendly.

Semrush’s On Page SEO Checker provides recommendations based on best practices and the top 10 results for your target keywords. By connecting your Google Analytics account, the tool can also analyze user experience metrics like time on page. These insights help you build a page that deserves to rank well and attract clicks. The tool performs the following:

• Flags technical issues with your page
• Evaluates the quality of your title tag and meta description
• Compares your content’s length and readability against competitors’
• Shows where competitors are using keywords
• Identifies backlink prospects (sites that might link to your page)
• And more

Pro tip: Use schema markup to enhance your content for search engines. Google may display marked-up content (known as “structured data”) in organic results, making them more engaging and useful. For instance, searchers can see how many IHOP branches exist in each city and navigate directly to the most relevant page—all thanks to the site’s use of “sitelinks” schema.

How to Audit Your Listings and Citations

Listings or citations are online references to your local business’s name, address, and phone number (NAP consistency). Being featured in online directories like Yelp and Foursquare creates additional avenues for prospects to discover your business online. It can also boost your business’s online prominence, which may improve Google Business Profile and website rankings.

Additionally, Google uses local listings to verify information in your Business Profile. If conflicting business hours are detected, for example, Google may lose confidence in your profile and display it less frequently to users. Ensure your citations are accurate and consistent. You can contact listing sites directly to add or update your business information, though this process can be time-consuming.

With Semrush’s Listing Management tool, input your information once, and it’s automatically submitted to the top directories in your country. You can even receive location reports via email, showcasing key performance metrics. The tool also features a “Review Management” tab that consolidates reviews from Google, Facebook, and other directories, along with key metrics like your average star rating. This simplifies handling customer service issues and enhancing your online reputation.