Definition
A local SEO audit is a methodical analysis of all factors influencing a business's local visibility in search engines. It covers the Google Business Profile (completeness, categories, photos, reviews), NAP consistency across directories and citations, the website's Schema LocalBusiness markup, local pages on the site, the local backlink profile, customer reviews, presence on relevant directories, and competitive analysis. The audit produces a prioritized action plan to improve positioning in the Local Pack and local organic results.
Key Points
- Covers GBP, NAP, citations, reviews, Schema, backlinks, and local content
- Identifies gaps with Local Pack competitors
- Results in a prioritized action plan with quick wins
Practical Examples
Complete audit for a medical practice
A medical practice commissions a local SEO audit that reveals: GBP 60% complete, 8 NAP inconsistencies across 25 directories, missing Schema LocalBusiness, and only 12 reviews. The action plan identifies 15 priority actions.
Local competitive analysis
The audit compares the 5 Local Pack competitors: review count, average rating, GBP completeness, citations, and local backlinks. It reveals the leader has 3x more citations and a 5x stronger local backlink profile.
Frequently Asked Questions
A local SEO audit covers: Google Business Profile analysis, NAP consistency verification, local citation inventory, review analysis, Schema markup verification, local page audit, local backlink profile analysis, and competitive benchmarking.
A complete audit is recommended once a year or during major changes (relocation, name change). Monthly monitoring of key metrics (Local Pack positions, new reviews, citations) is recommended between full audits.
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Last updated: 2026-02-07