How to use this checklist
A local SEO audit answers two questions: can people find this business when they search nearby, and do they contact it once they have? Work through the sections in order. The early ones decide whether the business appears at all; the later ones decide whether a visit becomes a call or a booking.
Note each item as done, missing or wrong. A short list of what is missing, in order of impact, is the most useful thing to hand a business owner or a client.
1. Google Business Profile
The profile decides whether the business appears in the map results at all. Check:
- The profile is claimed and verified.
- The business name matches the signage and website, with no added keywords.
- The primary category is the most specific one available, and secondary categories cover the other services.
- The phone number, address or service areas, and opening hours are filled in and correct.
- The website link works and points to the right page.
- There are recent photos, a description, and a list of services.
2. Map ranking and competitors
Search the main service and city the way a customer would, then check:
- Where the business ranks in the map results for its main category.
- Which three businesses rank above it, and their ratings and review counts.
- Whether it appears for its two or three most valuable services, not only the general category.
3. Reviews and reputation
Reviews affect both ranking and which business a customer picks. Check:
- The Google rating and review count, against the top three competitors.
- How recent the latest reviews are. A steady flow matters more than an old total.
- Whether the owner replies to reviews, especially negative ones.
- The business's standing on the review sites that matter for its trade and country.
Getting more Google reviewsGet your Google review link and QR code
4. Name, address and phone consistency
Search engines trust a business more when its details agree everywhere. Check:
- The name, address and phone number on the website match the Google profile exactly.
- The main directories for the country show the same details.
- There are no duplicate listings, or old addresses and numbers still live.
5. On-page basics
Look at the homepage and the main service pages:
- The page title and main heading name the service and the city or area.
- Each main service has its own page with enough to say about it.
- The address or service area is written on the site, not only shown in an image or map.
- Structured business details (LocalBusiness schema) describe the business accurately.
- Search engines are allowed to list the site, and a sitemap exists.
6. Website speed and mobile
Most local searches happen on phones. Check:
- Google's mobile speed test, especially how long the main content takes to appear.
- The site is secure (HTTPS) and works properly on a small screen.
- There are no broken links on the homepage.
7. Turning visits into enquiries
Ranking only matters if people get in touch. Check:
- The phone number is visible at the top of the page and can be tapped to call.
- There is one clear call to action, such as "Book now" or "Get a quote".
- A contact form or online booking works on a phone.
- Reviews, credentials or guarantees appear near the call to action.
- Something answers enquiries outside opening hours.
8. AI search readiness
AI assistants increasingly answer "who should I call" questions. Check:
- AI crawlers are allowed to read the site. Our free AI crawler checker shows this in seconds.
- The site describes its services, area and prices in plain language.
- Common customer questions are answered on the site.
Run it automatically
Done by hand, this checklist takes an hour or two per business. Our free audit runs most of these checks in about a minute and returns them as seven scores with a prioritized fix list, ready to share with a business owner or client.