Okay, let’s keep it real. When was the last time you Googled your own business just to see where it showed up?
If you’re like most people, you probably assume you’re there somewhere. Maybe page one. Maybe in the maps. Maybe your cousin’s cousin left you a nice review two years ago, and you’re still riding that high.
But here’s the plot twist. If you’re not actively checking, you might be completely invisible to people searching for you right now. And no, it’s not because they don’t like you. It’s because your local SEO game might be… let’s say… running on autopilot.
That’s where a Local SEO Audit comes in.
A local SEO audit is basically the same as you giving your local presence an online checkup. Here, you don’t just look for the obvious problems; you just dig deep to find the tiny leaks before they turn into the worst massive floods.
Grab your coffee (or boba, no judgment), and let’s walk through exactly how to do this—step by step, no fluff, no boring jargon.
Step-by-Step Guide to Perform Local SEO Audit
Here’s a detailed guide to doing a local SEO audit and making your website visible to your local audience.
Step 1: First, Let’s Break Down What a Local SEO Audit Actually Is
Imagine your business as a little store in the middle of a city. Now imagine you own the most aesthetic sign, great products, and amazing service, but your store is hidden somewhere on the street side, with no signs pointing to it, and no one knows how to get there.
That’s what bad local SEO feels like.
A local SEO audit is you walking around that city with a checklist saying:
- Are people finding my store easily?
- Does my sign actually match my brand name?
- Are other businesses recommending me?
- Does Google even know I exist?
And the answer to those questions? You find them by running this audit.
Remember, top-performing brands don’t just wing it, 94% of them have a dedicated local marketing strategy, compared to only 60% of average performers, according to BrightLocal’s 2025 stats
Step 2: Why This Audit Could Change the Game for You
Here’s the thing—SEO is like fitness. You don’t get abs by going to the gym once. You go again and again, change your diet, adjust your workout, and track your progress.
Local SEO is no different. Google updates its algorithms constantly, your competitors are quietly making moves, and your customers’ search habits change faster than your phone’s battery percentage when you’re scrolling TikTok on 4% brightness.
Running a local SEO audit every 3–6 months means:
- You catch mistakes before they cost you sales
- You adapt to changes instead of playing catch-up
- You make sure you’re still the one showing up when someone searches “best [your service] near me”
And honestly, it feels good to know exactly where you stand.
Step 3: The Tools You’ll Want to Keep Handy
Sure, you could go old-school and try to track all of this in a notebook with a pen you found at the bottom of your bag. But… why would you when there are tools that do the heavy lifting for you?
Here’s your starter pack:
- Google Business Profile Insights – See how many people found you, called you, or asked for directions.
- Google Search Console—Find out if your pages are even being indexed, spot errors, and check clicks.
- Semrush Local – My go-to for checking citations, rankings, and competitive gaps.
- BrightLocal – Great for local rank tracking and citation building.
- Ahrefs – For backlink health checks and spotting new link opportunities.
- Local Falcon – Good for visual map rankings. It literally shows you where you’re visible (and where you’re a ghost).
You don’t need all of them at once, but a mix of free and paid tools is ideal.
Step 4: Start with Your Google Business Profile (GBP) Audit
If local SEO is the game, your GBP is the MVP. It’s literally the first thing people see when they look you up.
Here’s your GBP glow-up checklist:
- Name, Address, Phone (NAP) – They must be exactly the same across every platform.
- Categories – Your primary category should describe your main service. Secondary ones can highlight extras.
- Business Description – Include your top keywords naturally, but don’t keyword-stuff.
- Attributes – Mention if you’re pet-friendly, wheelchair accessible, etc.
- Photos & Videos – Post regularly. Real pics of your business. Bonus if they’re aesthetic enough for Instagram.
- Posts – Keep it alive with updates, offers, and events.
- Reviews – Respond to every review. Even the salty ones. Especially the salty ones.
Pro tip: Google loves active profiles. If your GBP hasn’t been updated since 2021, you’re basically telling Google you’re not paying attention.
Step 5: Audit Your NAP & Citations
NAP = Name, Address, Phone.
Citations = Any place your NAP shows up online (Yelp, Bing, Apple Maps, TripAdvisor, local directories).
Why it matters: If your NAP isn’t consistent, Google gets confused. And when Google is confused, it doesn’t recommend you.
Your mission:
- Search your business name and phone number to see where you appear.
- Fix any wrong spellings, outdated numbers, or old addresses.
- Remove duplicate listings.
- Add yourself to niche or local directories you’re missing from.
Step 6: Review Your Reviews (Yes, Even the Bad Ones)
Reviews are the trust currency online. And the way you handle them can make or break your rep.
Things to check:
- How many reviews do you have?
- Are they recent or from three years ago?
- Do they mention relevant keywords like your service and location?
- Do you reply to them within 24–48 hours?
Encourage happy customers to leave reviews (without bribing—Google’s not cool with that). And when you get a bad one, respond politely. Think of it as a chance to show future customers how you handle problems.
Step 7: Local Keyword & Ranking Check
If you’re targeting “pizza,” you’re doing it wrong. You should be targeting “best pizza in [your area]” or “late night pizza delivery [your area].”
Audit steps:
- List your current target keywords.
- See where you rank for them.
- Find missing opportunities (terms your competitors rank for, but you don’t).
- Create content around those gaps.
Your GBP posts, service pages, and blog should all reflect the terms people in your city actually search.
Step 8: Backlink & Authority Audit
Backlinks are like online shoutouts. The more relevant and trustworthy the source, the better.
What to do:
- Use Ahrefs/Semrush to see your backlinks.
- Remove spammy ones (or disavow them if needed).
- Get local backlinks from nearby businesses, news sites, and blogs.
- Sponsor or collaborate on local events for link opportunities.
Step 9: On-Site SEO Audit
Your website is still the foundation. If it’s slow or messy, people (and Google) will leave.
Check for:
- Mobile-friendly design (test on your phone right now).
- Fast load speed (under 3 seconds is ideal).
- Local schema markup so Google knows where you are.
- Optimized title tags and meta descriptions.
- Clear, scannable headings.
If your site feels like a 2009 blog that hasn’t been touched since, it’s time for a revamp.
Step 10: Competitor Check-Up
There’s no shame in peeking at what the other guys are doing.
Look at:
- Their GBP setup (categories, reviews, photos).
- Their backlinks.
- Their posting frequency.
- Keywords they’re ranking for that you aren’t.
The goal isn’t to copy—it’s to figure out what’s working for them and then do it better.
Step 11: Turn Audit Findings into an Action Plan
You’ve now got a list of issues. Time to make moves:
- Quick wins: Fix NAP errors, upload new GBP photos.
- Mid-term: Create content for missing keywords, request reviews.
- Long-term: Build quality backlinks, develop local partnerships.
Set deadlines. Track changes. Repeat in a few months.
Final Words
If you’ve read this far, you’re already ahead of 90% of local businesses who just “hope” they’re showing up online.
Local SEO isn’t about chasing some secret hack—it’s about being consistent, staying updated, and making it stupidly easy for people to find and trust you.
So here’s my challenge: run your first audit this week. Even if you just start with your GBP and NAP, you’ll already be making progress.
