Local SEO Audit: A 30-Point Checklist for Small Businesses

A local SEO audit is a structured check of everything that affects how you appear in nearby searches and Google Maps: your Business Profile, reviews, website, mentions across the web and how you measure results. You can do a useful one yourself in an afternoon. The aim is not a perfect score but a short, prioritised list of fixes.

New to the subject? Start with our guide to local SEO for small businesses.

Before you start: see what customers see

Search on your phone, in a private browser window, for the three phrases customers most often use to find a business like yours, such as "dentist Exeter" or "dog groomer near me". Note who appears in the map results and the first few links, and whether you do. Repeat from a location in the middle of your service area if you can.

1. Google Business Profile (points 1–10)

1. The profile is claimed and verified by the business, not a former supplier.
2. The name matches your real trading name, with no added keywords.
3. The primary category is the most accurate one available.
4. Secondary categories cover other genuine services.
5. Address or service area is correct.
6. Phone number and website link work.
7. Regular and holiday hours are accurate.
8. Services or products are listed with descriptions.
9. There are recent, genuine photos from the past few months.
10. The business description says clearly what you do and for whom.

2. Reviews (points 11–15)

11. You have a steady flow of new reviews, not a burst from years ago.
12. Every review, including critical ones, has a reply.
13. You have a simple way to ask for reviews, such as a direct link or QR code.
14. Your rating and review count compare reasonably with competitors in the map results.
15. There are no fake or incentivised reviews that could put the profile at risk.

3. Website (points 16–23)

16. Business name, address and phone number appear on the site and match the profile.
17. Each main service has its own page.
18. Page titles say what you do and where.
19. Location pages, if any, contain genuinely local information rather than copied text.
20. The site works well on a phone, with a tap-to-call number.
21. Pages load reasonably quickly; check with PageSpeed Insights.
22. The site uses HTTPS without warnings.
23. Contact forms and booking links work; test them.

4. Mentions and links (points 24–27)

24. Your details are correct on major directories customers use in your trade.
25. Old addresses or phone numbers have been updated wherever you can find them.
26. You are listed with your trade body or professional register where relevant.
27. You have at least a few genuine local links: suppliers, partners, clubs, local press.

5. Tracking (points 28–30)

28. Google Search Console is set up and you can see which searches find your site.
29. You check Business Profile performance (calls, direction requests, website clicks) monthly.
30. You ask new customers how they found you and record the answer.

Turning the audit into a to-do list

Mark each point as done, partly done or missing, then sort the gaps by effort and impact:

Priority	Typical fixes
Do this week	Wrong hours, wrong phone number, keyword-stuffed name, broken contact form
Do this month	Missing categories and services, review requests, photos, page titles
Ongoing	Service pages, local links, steady reviews, monthly checks

Repeat the audit every six months, or after any move, rebrand or website change.