Local SEO audit

A local SEO audit that also checks what happens after the click

Being found is a quarter of the score. The rest is whether the people who find a business can reach it, trust it and book with it.

Enter a business to run the audit, or read on for exactly what it checks and how it scores.

How it compares with a typical local SEO audit

Most local SEO audits concentrate on search: rankings, the Google listing, citations, links and page titles. That is one of the seven areas here. Tools differ, so read the right-hand column as what is common, not as a description of any one of them.

Area	The question it answers	Share of score	In a typical local SEO audit
Search Visibility	Can nearby customers actually find you?	25%	Yes, this is the core of it
Website Performance	Fast, mobile-friendly and trustworthy.	20%	Often, mostly speed and mobile
Lead Generation	Are you capturing the demand you already have?	20%	Rarely
Conversion Systems	Do visitors become customers?	15%	Rarely
Customer Growth	Reviews, referrals and repeat business.	8%	Sometimes, as rating and review count
Automation	Systems that follow up so you don't have to.	6%	Rarely
AI Readiness	Can AI assistants read and understand your site?	6%	Sometimes, as structured data

The seven areas, and every check behind them

Each area is scored from specific checks against the business's website and its public Google listing. These are all of them.

Search Visibility

25% of the score

Whether people nearby find you when they search for what you do: your Google listing, your place on the map and how your site is set up for search.

Whether your page title and main heading name your service and city
Your Google Business Profile: found, complete, and matching your website
Where you rank on Google for your category in your city
Whether search engines are allowed to list your site
Structured business details and sitemap
Up to six linked pages, each with its own title, description and enough to say
On paid plans, also: how many websites link to you against your competitors, and whether your details match across directories

Website Performance

20% of the score

How quickly and safely your site opens, especially on a phone. A slow or broken site loses people before they read a word.

Google's mobile speed test and how long your main content takes to appear
Secure connection (HTTPS)
Mobile-friendly setup
Server response time
Broken links on your homepage
Whether the page jumps around while it loads

Lead Generation

20% of the score

How easy it is to get in touch once someone is on your site: a phone number they can tap, a form and a clear next step.

Phone number visible and tap-to-call
A contact form or contact page
A clear call to action
An email address for people who prefer it

Conversion Systems

15% of the score

Whether interested visitors become customers: online booking, proof that others trust you, and a way to measure what works.

Online booking or scheduling
Reviews, testimonials and credentials on the page
Analytics, so you can see what works
Chat or text for quick questions

Customer Growth

8% of the score

Your reviews against the businesses ranked near you, and whether you keep in touch with past customers.

Your Google rating
Your review count against the top local competitors
Links to your review profiles
A way to stay in touch with past customers
On paid plans, also: how many of your Google reviews get a reply

Automation

6% of the score

Whether enquiries get a reply without someone having to remember: a connected customer system, self-service scheduling and after-hours responses.

A CRM or email system connected to your site
Self-service scheduling
Responses to visitors outside business hours

AI Readiness

6% of the score

Whether AI assistants such as ChatGPT can read your site and describe your business correctly.

Structured data AI assistants can read
Whether AI crawlers are allowed to read your site
Question-and-answer content
Enough plain-language description of your services

How the score works

The overall growth score is out of 100. It is a weighted average of the seven area scores, with the weights shown above: Search Visibility counts most, Automation and AI Readiness least, because they matter only once customers can already find and contact the business.

Each check passes, partly passes or fails, and carries its own weight. A partial pass earns half. An area's score is the share of its weight the business earned, so a low score usually comes down to two or three named gaps.

A business with no website is scored on what Google shows. The areas that describe a website are marked as not scored, and the overall score is averaged over the rest.

What to fix first

The report orders its findings by priority and by how many points each is worth. In practice:

Start with high-priority fixes that take little effort, such as putting the city in the page title or making the phone number tap-to-call.
Then take on the high-impact work that takes longer, such as mobile speed.
Leave low-priority items until the rest is done, and run the audit again to see the score move.

What it can't see

The audit reads a business's public website and Google listing. It cannot see sales, advertising, or how quickly someone answers the phone. A high score means the foundations are in place; it is not a forecast of revenue.

See a full sample report The local SEO audit checklist, to run by hand Agency plans: audit prospects in batches, white-label reports

Know exactly where to grow next

Seven growth scores and a prioritized fix-list, in about a minute. Your first audit needs no account.

Get your free audit