Local SEO can feel like a black box. There’s no shortage of advice out there — but what’s actually allowed? What really moves the needle? And how do you know if your efforts are even working?
Whether you’re running one location or managing dozens, the truth is most businesses never run a proper local SEO audit. And that’s a problem. Without a structured way to evaluate your presence on Google, your website, and across business directories, it’s easy to miss the SEO issues quietly dragging down your visibility.
This local SEO audit guide gives you a clear, actionable framework to change that. We’ll walk you through the exact areas to check, what “good” looks like, and how to fix what’s broken. You’ll also get a free template to simplify the entire process so you can grow your business online.
What Is a Local SEO Audit, and Why Does It Matter?
A local SEO audit is a way of checking how easily people can find your business online, especially when they perform local searches like “coffee near me” or “best dentist in [city].” It looks at whether your business shows up in those local results, and if what customers see (your hours, reviews, photos, etc.) actually helps them choose you.
And getting these local SEO matters correct is more important than ever before. Customers don’t just choose the first business they see — they compare ratings, scan reviews, and check photos before making a decision.
In fact, Chatmeter’s 2024 survey found that:
- 95% of consumers are more likely to trust a business with a lot of online reviews
- 66% often look at photos when reading reviews, and 92% do it at least sometimes
- Gen Z is especially picky, with 44% saying they don’t trust reviews without photos
A local SEO audit helps ensure you’re not only showing up in search, but also that you have all of the photos, reviews, and copy that will make your business the obvious choice for consumers.
What Does Google Look at When It Comes to Your Local SEO
If you want to show up in local search results, you need to understand what Google actually cares about. While the exact algorithm is complex, the ranking signals that matter most fall into four key areas:
1. Google Business Profile Signals
This includes everything inside your GBP — business name, categories, hours, photos, reviews, and posts.
Google is looking for complete, accurate, and regularly updated listings. Fresh content (like new photos and Google Posts) and high engagement (such as Q&A activity or review responses) signal that your business is worth sharing with searchers in your area.
2. Local Page Performance
If your website has dedicated pages for each location, those pages play a major role in your local SEO.
Google evaluates their technical structure, content relevance, and whether they include key local elements like embedded maps, business schema, and links to nearby locations. Strong pages help reinforce your authority and improve your odds of making it in the local map pack.
3. Reviews and Reputation
Google looks at both the quantity and quality of your reviews, as well as how frequently you get new ones. Reviews that include keywords and photos, plus regular responses from the business, all send positive trust signals. It’s not just about having a good rating — it’s about showing you’re engaged and responsive.
4. Citations and Backlinks
Citations and backlinks are two key ways Google checks if your business is real and trustworthy.
Citations are online mentions of your business’s name, address, and phone number (NAP) across directories like Yelp, Apple Maps, Bing Places, and Facebook. Google uses these to confirm that your business is legitimate and consistent across the web. Inconsistent citations, where your business name or address doesn’t match, can create confusion and hurt your rankings.
Backlinks, on the other hand, are links from other websites that point to yours. Google sees them as a sign that one website trusts another enough to send traffic there or cite it as a source. These trust signals are even stronger when they come from reputable, local, or industry-specific sites. For instance, if your local newspaper links to your site, calling it one of the best new restaurants in town, that sends a powerful signal to Google that people looking for restaurants in your area may want to learn more about you.
What You’ll Need to Run a Local SEO Audit
Before diving in, make sure you’ve got the right tools and access in place. Start by downloading our free local SEO audit template. Then, make sure you can access:
- Google Business Profile (GBP): Needed to review business information, categories, reviews, posts, and photos. Ensure you have editing access or full visibility.
- Key directory platforms: Includes Yelp, Facebook, Apple Maps, Bing, or any other platforms where your business is listed.
- Your website’s backend or CMS: Required for reviewing location pages, checking technical SEO elements, and verifying schema markup.
- Basic SEO tools: Tools like Google Search Console or PageSpeed Insights to identify indexing, speed, and performance issues.
- Listings management or citation tracking tools: Chatmeter or other third-party listings management platforms can help surface NAP inconsistencies and duplicate listings.
- Web performance tracking tools: Google Analytics or similar platforms help evaluate traffic and engagement on your local pages.
If you’re missing access to one of these, don’t worry, you can still complete most of the audit. Just flag those areas in the template and circle back once you’ve gotten the right permissions or tools in place. The goal is progress, not perfection.
Chatmeter’s Local SEO Audit Checklist
If you haven’t already, please download our free local SEO audit template so you can complete the following checks.
Google Business Profile Audit
Your Google Business Profile (formerly Google My Business) is one of the most important local SEO assets you have. This section of your audit is about verifying that your listing is active, accurate, complete, and optimized to attract local customers.
- Listing status: Is your GBP claimed and verified?
Note: Yes/No. If no, mark as urgent.
Resource: How to Create a Google Business Profile in 7 Simple Steps - Duplicate listings: Are there any duplicate or outdated listings for this location on Google?
Note: Yes/No. If yes, include the URL and status (e.g., unclaimed, suspended, needs removal).
Resource: How to Merge or Delete a Duplicate Listing on Google - NAP accuracy: Do the name, address, and phone number on your GBP match exactly with your website and top directories?
Note: List discrepancies and where they appear. - Primary category: Is the primary business category accurate and specific (e.g., “Orthodontist” instead of “Dentist”)?
Note: Current category and whether it needs review. - Business hours: Are the hours accurate, including holiday hours?
Note: Yes/No. If inaccurate or missing holiday hours, flag it.
Resource: How to Change Your Business Hours on Google - Website URL: Does the listing link to the correct landing page (ideally a location page)?
Note: Paste the current URL and flag if it points to the homepage or is broken. - Photos: Are there at least 5-10 high-quality photos, including exterior, interior, team, and product shots?
Note: Count total photos. Flag if outdated, low-quality, or missing key types.
Resource: The Ultimate Google Business Profile Image (and Size) Guide - Attributes and services: Are applicable attributes (e.g., “wheelchair accessible”) and services lists filled out?
Note: Yes/No. List any obvious missing attributes based on your business type. - Review activity: Are new reviews coming in regularly? Are responses visible and timely?
Note: Total reviews in the past 30 days. Last response date. Flag if there’s no recent activity. - Google Posts: Is the business using posts to share updates, offers, or events?
Note: Last post date. Flag if older than 30 days. - Q&A section: Are there unanswered questions or incorrect answers from the public?
Note: Number of unanswered questions. Flag anything that needs owner input or correction.
Once you are done, assign a score from 1 to 5 for this section based on how optimized your GBP is overall:
- 5 – Fully complete, active, and accurate
- 4 – Mostly complete with 1-2 minor issues
- 3 – Several incomplete or outdated elements
- 2 – Major gaps like unverified listing or outdated info
- 1 – Unclaimed or barely filled out
Make sure to leave yourself notes on what needs to get done so you can move your score to a 5.
Online Citations Audit
Citations are mentions of your business’s name, address, and phone number (NAP) on external websites, especially directories like Yelp, Facebook, Bing Places, and Apple Maps. Google uses these listings to confirm your business exists and is consistent across the web. Inconsistent or outdated citations can weaken your local search performance and confuse both search engines and customers.
This part of your audit focuses on finding and fixing those inconsistencies.
- Key directory listings: Are your listings present on high-priority platforms like Yelp, Facebook, Bing, Apple Maps, and the Better Business Bureau?
Note: Mark which listings are missing.
Resource: 50 Best Directory Listings for Businesses Online - Website vs. citations: Do your name, address, and phone number match exactly between your website and the top third-party directories?
Note: Paste NAP info from your website and compare it to major listings. Flag any mismatches. - Formatting consistency: Are you using a standard format for abbreviations, suite numbers, and phone number styles (e.g., “123 Main St” vs. “123 Main Street”)?
Note: List any inconsistent formatting that could affect search indexing. - Duplicate citations: Are there multiple versions of your listing on the same directory or platform?
Note: Flag duplicates and note their status (e.g., unclaimed, outdated, needs merging).
Once you are done, assign a score from 1 to 5 for this section based on how accurate and complete your citation presence is:
- 5 – All key citations are accurate, consistent, and up to date
- 4 – Mostly complete with 1-2 small issues
- 3 – Several inconsistencies or missing listings
- 2 – Many outdated or duplicate citations
- 1 – Listings are missing or inconsistent across most platforms
Leave yourself clear notes on where to follow up, especially for high-traffic or high-authority sites that influence your visibility the most.
Review Signals Audit
Reviews are one of the strongest trust signals in local SEO. Google considers not just your average rating, but also how frequently you receive new reviews, how detailed they are, and whether you respond. A steady stream of well-written, photo-rich reviews signals that your business is active, reliable, and customer-focused.
This part of your audit identifies where your review strategy is working and where it needs improvement.
- Total number of reviews: Do you have a strong volume of reviews compared to local competitors?
Note: Record the current total on your Google Business Profile. Add notes on how your volume compares to others in your area.
Resource: How to Get More Google Reviews: 18 Tips to Maximize Your Reviews - Recency of reviews: Are you consistently receiving new reviews each month?
Note: Count the number of reviews posted in the last 30 days. Flag if activity is low or stagnant.
Resource: Mastering Review Management: 6 Steps to Elevating Your Online Presence - Average star rating: Is your rating above 4.0?
Note: Record your current average rating. Flag if it’s under 4.0 or trending down. - Review content quality: Are reviews detailed, keyword-rich, and relevant?
Note: Skim recent reviews. Flag if they’re vague, generic, or lacking substance. - Photos in reviews: Are customers including photos in their reviews?
Note: Count how many recent reviews contain photos. Flag if most are text-only. - Review responses: Are you responding to all reviews, both positive and negative?
Note: Record the date of your most recent responses. Flag if there are gaps or missed reviews.
Resource: How to Remove and Manage Negative Google Reviews (Plus 9 Violations That Google Can Delete) - Review distribution: Are reviews coming in across other key platforms (e.g., Yelp, Facebook, BBB)?
Note: List the platforms you’re active on. Flag any major ones with few or no reviews.
Resource: How to Get Better Yelp Reviews: A Complete Guide
Once you are done, assign a score from 1 to 5 for this section based on the quality, consistency, and engagement of your reviews:
- 5 – Excellent volume, rating, recency, and responses
- 4 – Strong overall with minor gaps (e.g., missing photo content or responses)
- 3 – Average rating or frequency, but some quality or coverage issues
- 2 – Low review activity or poor star rating
- 1 – Reviews are outdated, unmonitored, or missing entirely
Leave yourself action items for where to improve: generating more reviews, encouraging photos, or catching up on responses.
On-Page Local SEO Audit
On-page SEO is everything Google’s robots — or “bots” — see when they visit your website. These bots don’t experience your site like a person would. They don’t scroll, click, or view images — they read your code, scan your text, and follow links to figure out what your site is about and where it belongs in search results.
For local SEO, that means making it crystal clear to these bots what your business does, where it’s located, and why it’s relevant to people nearby.
During this part of the audit, focus on your main location pages, your homepage, and any service pages that target specific cities or regions. These are the pages most likely to influence your local rankings and the ones Google looks to when deciding whether to show your business for a “near me” search.
You’ll be checking whether these pages include the right keywords, structure, and local signals to help you rank and guide potential customers to the right place.
- Page title and meta description: Do your location pages have unique, keyword-optimized titles and meta descriptions?
Note: Paste the current title and meta description. Flag if generic, missing, or duplicated across pages. - H1 and page headers: Are headers optimized for local keywords (e.g., “Pediatric Dentist in Chicago”)?
Note: List current H1. Flag if it lacks location or service-specific relevance. - Local content: Is the page content tailored to the specific location or service area?
Note: Skim for mentions of neighborhoods, cities, or landmarks. Flag if the content feels generic or templated. - NAP visibility: Is your business name, address, and phone number listed directly on the page?
Note: Yes/No. Flag if missing or inconsistent with your GBP. - Embedded map or directions: Does the page include an embedded Google Map or clear directions?
Note: Yes/No. Add URL of the map embed if applicable. - Internal linking: Are you linking to and from other relevant pages (e.g., other locations, services, or blog posts)?
Note: List key internal links. Flag pages that feel isolated. - Mobile readability: Is the page content easy to read and navigate on mobile?
Note: Test on your phone or use PageSpeed Insights. Flag text or layout issues. - Image optimization: Are there local images with descriptive alt text?
Note: Count images. Flag if they lack alt tags or are generic stock photos.
Once you are done, assign a score from 1 to 5 for this section based on how optimized and localized your page is:
- 5 – Fully localized, structured, and optimized
- 4 – Mostly strong with one or two minor content or metadata issues
- 3 – Content is relevant but lacks clear local signals or structure
- 2 – Generic or poorly optimized content with missing elements
- 1 – No local relevance or SEO signals present
Make notes on what needs rewriting, adding, or updating to bring each page closer to a fully optimized state.
Technical SEO and Mobile Usability Audit
Even the best content won’t rank well if your site loads slowly, breaks on mobile, or is difficult for Google’s bots to crawl. Technical SEO makes sure your website is working behind the scenes, so users have a smooth experience and search engines can understand your content.
Here’s what to check to make sure your site is up to Google’s standards:
- Page speed performance: Are your location pages loading quickly on mobile and desktop?
Note: Use Google PageSpeed Insights. Record your mobile and desktop scores. Flag anything under 60. - Mobile usability: Does the site look clean and function well on mobile devices?
Note: Test key pages on your phone or use Google’s Mobile-Friendly Test. Flag layout, tap target, or font issues.
Resource: 10 best practices to make a mobile-friendly website - HTTPS security: Is your website fully secured with HTTPS?
Note: Yes/No. Flag if any pages load over HTTP or show browser warnings.
Resource: What is HTTPS? - Broken links or 404 errors: Are all of your internal links working?
Note: Use a tool like Screaming Frog to crawl your site. Flag any broken links or error pages.
Resource: How to Fix Indexing Issues in Google Search Console - Sitemap and robots.txt: Are these files properly configured and submitted to Google Search Console?
Note: Yes/No. Add links to current versions if available. Flag any indexing issues.
Resource: How to write and submit a robots.txt file - Structured data and schema: Are you using “LocalBusiness” schema on your location pages?
Note: Use Google’s Rich Results Test to check. Flag missing or invalid markup.
Resource: Local business (LocalBusiness) structured data
Once you are done, assign a score from 1 to 5 for this section based on how well your site performs technically:
- 5 – Fast, mobile-optimized, and technically sound across the board
- 4 – Minor speed or markup issues, but overall solid
- 3 – Mixed performance with multiple areas for improvement
- 2 – Slow, unoptimized, or inconsistent across devices
- 1 – Major technical issues affecting usability and crawlability
Leave notes on what needs fixing first — start with anything that directly impacts site speed, mobile access, or Google’s ability to crawl your location pages.
Content and Engagement Audit
This part of your audit looks beyond the technical setup to how useful and engaging your website is for real visitors. Google doesn’t just want to rank optimized pages — it wants to rank pages that offer real value and answer user questions. That means your content should be locally relevant, unique, and designed to keep people on the page.
You’ll be asking: Is your content tailored to your local audience? Are visitors sticking around? And is there anything missing that could help convert more traffic into customers?
- Local relevance of content: Does your copy include mentions of city names, neighborhoods, landmarks, or locally focused services?
Note: Flag any pages that feel too generic or could be tailored more specifically to your area. - FAQs and helpful resources: Are you answering common customer questions like service areas, delivery options, or parking instructions?
Note: List any obvious FAQs missing from the page. - Engagement opportunities: Do the pages include clear calls to action (CTAs), click-to-call buttons, or embedded forms?
Note: Record the main CTA on each page. Flag pages with no next step or conversion path. - Blog or resource updates: Is there a blog, news feed, or resource section that’s kept current?
Note: Record the date of your last blog or update. Flag if it’s been more than 3 months. - User engagement metrics: Are people spending time on your pages or bouncing quickly?
Note: Use Google Analytics to check bounce rate and average time on page for key local pages. Flag anything underperforming.
Resource: GA4 User Engagement Made Visual & Simple
Once you are done, assign a score from 1 to 5 for this section based on content quality, local relevance, and user engagement:
- 5 – Pages are locally tailored, informative, and drive strong engagement
- 4 – Strong overall with a few outdated or under-optimized areas
- 3 – Content is average, with room for localization or improvement
- 2 – Thin or generic content with weak engagement
- 1 – Little to no localized content or customer value
Leave notes on which pages need rewriting, where to add FAQs, or where stronger CTAs could improve conversion.
Backlink and Authority Audit
Backlinks — links from other websites pointing to yours — are one of the strongest signals of authority in Google’s eyes. They act like endorsements: If trustworthy websites are linking to you, it tells Google your business is reputable. For local SEO, backlinks from local sources (like news outlets, blogs, or chambers of commerce) carry even more weight.
This part of the audit is about evaluating the strength, relevance, and diversity of your backlink profile.
- Number of referring domains: How many unique websites link to your site?
Note: Use a tool like Ahrefs, Moz, or SEMrush. Record the number of referring domains, not just total links. - Quality of backlinks: Are links coming from reputable, relevant, and local sites?
Note: List your top 5-10 referring domains. Flag spammy or irrelevant sources.
Resource: What Makes a High-Quality Backlink? - Backlinks to location pages: Are your individual location or service pages getting links, or is it just your homepage?
Note: Note which pages are being linked to. Flag if your location pages have little or no backlink support. - Broken or lost links: Have you lost any important backlinks recently?
Note: Use your SEO tool to track lost links. Record any high-quality links that have dropped off.
Once you are done, assign a score from 1 to 5 based on the strength and relevance of your backlink profile:
- 5 – Strong, diverse, and relevant backlink portfolio (including local links)
- 4 – Good volume and relevance, with a few gaps
- 3 – Decent number of links, but lacking authority or local focus
- 2 – Low-quality or minimal backlinks overall
- 1 – Almost no backlink presence or link equity
Leave action items for building more high-quality backlinks, especially from local partnerships, directories, sponsorships, or media mentions.
Social Presence Audit
Your social media presence doesn’t directly influence your local SEO rankings, but it still matters. Google uses signals like brand mentions, engagement, and business consistency across platforms to validate that you’re active, trustworthy, and connected to your community.
This part of the audit focuses on whether your brand looks active, consistent, and credible across major platforms.
- Platform presence: Are you active on key platforms like Facebook, Instagram, LinkedIn, and X (formerly Twitter)?
Note: List each active account. Flag any missing or outdated profiles. - Profile consistency: Do your business name, logo, contact info, and hours match what’s on your website and Google Business Profile?
Note: Compare your NAP and branding across profiles. Flag inconsistencies. - Posting frequency: Are you posting regularly (at least once or twice a month)?
Note: Record the date of your last post on each platform. Flag inactive accounts. - Audience engagement: Are people liking, commenting, or sharing your posts, and are you responding?
Note: Skim recent posts. Flag low engagement or unanswered comments. - Local relevance: Are you posting about your local area — events, promotions, partnerships, or community involvement?
Note: List any examples. Flag pages that feel too generic or disconnected from your community.
Once you are done, assign a score from 1 to 5 for this section based on presence, consistency, and engagement:
- 5 – Active, branded, and locally relevant across all major platforms
- 4 – Mostly strong with minor gaps in consistency or activity
- 3 – Present but underutilized or not locally focused
- 2 – Infrequent posting or major profile inconsistencies
- 1 – Inactive or nonexistent on most platforms
Leave yourself notes on which platforms need updating, which profiles need cleanup, and where you could post more content that reflects your local identity.
Run Better Local SEO Audits at Scale With Chatmeter
A strong local SEO presence isn’t a one-and-done task — it’s an ongoing process. Search algorithms change, directories update, and customer behavior shifts. That’s why it’s smart to treat this audit as a quarterly or biannual check-in, especially if your business is growing, rebranding, or opening new locations.
Of course, managing this manually gets harder as your footprint grows. If you’re tired of jumping between spreadsheets and tools, that’s where Chatmeter comes in.
Chatmeter gives you one platform to:
- Monitor and update listings across hundreds of directories
- Track local rankings and review performance by location
- Audit and optimize location pages for SEO
- Flag inconsistencies, broken links, and NAP errors automatically
- Schedule posts and respond to reviews — all from one dashboard
Whether you manage one location or hundreds, Chatmeter makes it easier to stay visible, consistent, and competitive.
Want to simplify your local SEO audit process?
Download our free audit template and book a Chatmeter demo to see how we can help you scale.