If you're managing a business with multiple locations, then you know this truth: Local SEO is no longer optional—it's essential. The problem? Too many businesses treat SEO as a “set it and forget it” strategy, which just doesn’t work, especially when you’ve got more than one location to think about. That’s where a solid Local SEO audit comes into play.
An audit isn’t just about looking under the hood; it’s about identifying what's working and what’s not, then building a strategy that ensures your business ranks where it matters. Here's the kicker: If your business isn't showing up in the Local Pack or Google Maps, you’re missing out on customers—big time.
So, what exactly should you be auditing? Let’s break it down, starting with the heavy hitters.
1. Google Business Profile (GBP): The Big Dog of Local SEO
Your Google Business Profile (GBP) is the MVP of local SEO. According to a recent survey, GBP is the number one ranking factor for the Local Pack. No GBP? No ranking. It’s that simple.
Here’s what you need to check:
Categories: Are you using the right business categories? A lot of businesses fail to optimize here.
Reviews: These matter more than you think. Positive reviews filled with relevant keywords will boost your rankings.
Attributes: Don’t overlook the small stuff. Things like "Women-owned" or "Outdoor seating" can influence customer choices.
"If you’re not focusing on your Google Business Profile, you’re leaving money on the table. It’s your business’s first impression in local search," says Amanda Jordan, local SEO expert.
2. Online Reputation: Reviews Make or Break You
People love reviews. In fact, reviews are the second biggest factor when it comes to local rankings. Google wants to show searchers trustworthy, well-reviewed businesses, and so do other platforms. If your reviews are lacking, your rankings—and your conversion rates—will suffer.
Key audit questions:
How many reviews do you have compared to competitors?
Are you responding to negative reviews?
Are reviews mentioning your core services or products?
You can have the best SEO strategy on the planet, but if your reviews tell another story, potential customers will bounce.
3. Website Landing Pages: SEO’s Unsung Hero
The landing page linked to your GBP isn’t just a throwaway link. It’s a critical piece of the local SEO puzzle. It needs to be optimized for search and conversion.
Here’s what to audit:
Is the page optimized for your core services or products?
Does it feature a strong call to action (CTA)?
Is the value proposition clear? (Why should someone choose your business over the competition?)
If your landing page doesn’t answer key customer questions—like what you do, why you’re the best, and how they can get in touch—expect a high bounce rate.
4. Citations: Consistency is Key
Citations are mentions of your business across the web, often including your name, address, and phone number (NAP). While citations might seem like small potatoes, inconsistent data can mess up your ranking.
Pro Tip: Keep track of where your business is listed and ensure that all your information matches. Incorrect data equals lost customers—and Google will ding you for it.
5. Backlinks: The Hidden Powerhouse
Finally, backlinks. Yeah, we know—link building isn’t typically what local SEOs focus on, but it matters more than you think. If your competitors are building high-quality backlinks and you aren’t, you’re fighting an uphill battle.
Questions to ask:
What backlinks do you have?
How many backlinks are your competitors getting, and from where?
Can you close that gap?
Backlinks don’t just help your organic ranking; they also help in Google Maps. So, while it may feel like extra credit, it’s worth the effort.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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