A Complete Guide to Local SEO Audits (+Free Checklist)
This article will review the impact of local SEO on your business, how to create and maintain a Google Business Profile (GBP), and how to perform local search audits for SEO. Local SEO can be truly powerful in improving the marketing efforts of any business. This step-by-step guide will take you through each element of local SEO and teach you how to increase your chances of showing up in local search results.
What is local SEO?
Local SEO, or Search Engine Optimization, refers to your efforts to get your business to show up in Google results when someone looks for a product or service in your specific area. For example, when someone Googles “dog walker near me” and you offer dog walking in that area, you want to appear in the search engine results.
The goal is to rank highly for your product or service in search results specific to:
towns
regions
districts
service areas
See how this works in action by searching “restaurants near me”. At the very top if Google, you’ll see a list of places on the left and Google Maps on the right. The list of places has a business name, address, and reviews. That’s where you want your business to be. Continue reading for instructions on how to get there.
How does local SEO help my business?
Local SEO helps to improve your website’s appearance in organic search results, resulting in more traffic and leads. It’s an excellent way to boost your marketing efforts and create more awareness around your business.
Many people, yourself included, use Google to explore local businesses and evaluate their options. In fact, 87 percent of consumers used Google to check out local businesses in 2022. Think about the last time you were hungry and weren’t sure which restaurant to visit. Or you needed a last minute Christmas gift and weren’t sure which stores were open. Local SEO is a powerful marketing tool and worth exploring to increase visibility and profits.
Is local SEO worth it for MY business?
Local SEO is a must-have for any brick and mortar business or local service provider. However, it can be beneficial to ANY business. If you have any interest in serving people in your area, local SEO can absolutely help. Even online-only service providers can reap the benefits of local SEO.
As with any SEO effort, it’s a time investment and requires patience. But the ability to bring in more clients and customers is worth it.
What is a local SEO audit?
A local SEO audit is an evaluation of your existing Google position in local search results. You’ll track local rankings, identify any problems or areas of improvement, and make adjustments to improve your marketing efforts.
You’ll want to audit your local SEO at least quarterly to account for any changes in your position and ensure your efforts are consistent. It sounds intimidating, but we’ll take it step-by-step to help keep it manageable.
How To Conduct a Local SEO Audit in 6 Steps:
Overview
Create and maintain your Google Business Profile.
Collect and respond to customer reviews.
Audit your website SEO.
Add yourself to local directories.
Review profile reports and website analytics.
Conduct competitor research.
1 - Create and Maintain Your Google Business Profile
If you don’t have a Google Business Profile yet, start with Google’s instructions to create one. It’s as easy as signing into your Google account and following the necessary steps. You’ll add your business name, your service area, relevant category, phone number, and so on.
Once you’ve created your Google Business Profile, you’ll want to go beyond the regular steps to audit it for local SEO:
Add photos of your products, services, results, or physical location so customers can get to know your business
Use keywords relevant to your business, including your location, service area, and phrases your audience might use when searching for someone local like you
Encourage your clients to leave a review on your Google page
Monitor and respond to those reviews
Make sure all of your details like contact information, business hours, and website are visible and updated
There’s a reason this is the first step. Your Google Business Profile is the primary means of boosting your local SEO so don’t skip it. It’s how you’ll show up under “Places” or “Businesses” on Google Maps at the very top of the page when your customers search for local products or services. That’s a great place to be if you want more clients and website traffic.
2 - Collect and Monitor Customer Reviews
Customer reviews are a great way to add credibility. Reach out to past clients and ask them to leave a review of their experience on your Google Business Profile. If you sell products, you can offer a discount on a future purchase in exchange for a review to encourage more feedback.
Get creative in your approach. For example, a dog walking company recently sent me a “thank you” card in the mail that included a QR code to their Google Business Profile. You can also make it easy for them by providing a template to fill out or a link via email.
Remember that these reviews become a part of your public profile. Responding to reviews shows you’re active, invested in your business, and care about the customer experience. Make sure you acknowledge each review with a thoughtful, empathetic response.
In addition to your Google Business Profile, track reviews across your other social media pages like Facebook and Yelp. The more positive reviews you have, the more likely people are to trust you.
3 - Audit Your Website SEO
Your website should include high volume keywords and phrases to help you rank in local search results. For example, if you’re a clothing boutique in Houston you might use:
Houston clothing boutique
Clothing boutique in Houston
Houston women’s clothing
Clothes for women in Houston
You want your keywords to describe your location and service using phrases your customers will be searching for on Google. Focus on one primary keyword per page, along with a few secondary keywords, to maximize your local SEO potential.
You may want to consider using a keyword research tool, like Keysearch or Ubersuggest Free, to find keywords with high volume and low competition. Using a keyword research tool takes the guesswork out of finding phrases that help your website rank higher.
For a more in-depth explanation on website SEO, read How to Add Keywords to Your Website.
4 - Add Yourself to Local Directories
Find directories or resource pages where you can list your business. Yelp, TripAdvisor, Facebook Pages, Angi, OpenTable, or Home Advisor are a few places where you can list your business and get reviews. The platform will vary based on your specific business.
You can also search for things like “Top 10 Restaurants in San Diego” or “Best New Clothing Stores in DC” to find relevant articles or lists to be added to. Try various search terms based on your business and location. Once you’ve found a list or page, either sign up or submit a request to be added to the list. Some news channels may even write a story if you recently opened a brick and mortar.
When adding yourself to a list, be sure to include a link to your website. When one website links to yours, this is called a backlink and it’s a huge factor in improving your website’s authority and SEO. For more guidance on backlinks, check out this article here.
5 - Monitor Performance and Analytics
Your Google Business Profile comes with the ability to track your profile’s performance. You’ll log into your Business Profile account and click PERFORMANCE, then select a date range you want to review. You’ll be able to see how your business is doing in search and Maps results over time. You can analyze what search queries are being used to find you, how many unique visitors you’ve gotten, the number of clicks on your website, and more. For more specific instructions, visit Google support.
When you see good or bad fluctuations in your data, it’s important to figure out why.
- Did you make a change to your website or Google Business Profile?
- Are you reading and responding to reviews?
- Is your information up-to-date?
Keeping track of your status allows you to see where you’ve been, where you are, and determine where you want to go.
Google Search Console is also a great way to monitor your website’s performance. It’ll tell you how many impressions your website gets and how many times a user clicks on your website. It’ll also show you what search queries are used to find you, including local keywords.
6 - Research Your Competitors
Use Google to locate similar businesses in your area. Open their Google Business Profile and website and ask the following questions:
What makes them stand out?
What do they have that sets them apart from others?
What do their reviews look like?
Is their website SEO and user-friendly?
Is there something you can do to outshine them?
The goal is to figure out why they’re ranking high and what steps you can take to compete. You don’t want to copy anyone, but you do want to figure out how to stand apart from similar businesses in your area. What can you do that would make a customer choose you over them?
Keeping an eye on the competition helps you see what you’re up against and gives you a chance to add something special to your profile or website.
A Complete Guide to Local SEO Audits - Conclusion
Local SEO is a great way to improve your ranking on Google and get discovered by people in your area. To conduct a local SEO audit, you’ll want to:
Create and maintain your Google Business Profile
Collect and respond to customer reviews
Audit your website’s SEO
Request to be added to local resource pages and directories
Keep track of your reports and analytics
Research your competitors
If you intend on having a well-rounded marketing plan, it’s a good idea to include local SEO. It can help you reach more customers and improve your website traffic.
It may seem like a lot of work, but take it one step at a time. The potential for new business is too great to ignore.
Don’t forget to download your free Local SEO Checklist PDF below.
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