Let’s face it: everyone today is glued to their phones, and when they need something local, Google is the go-to. Whether it's finding an emergency plumber or picking the best spot for dinner, people are searching for businesses like yours—right now. But here’s the catch: if your business isn’t showing up where it should be, you’re handing those customers over to your competitors.
Enter the local SEO audit, your ultimate tool for making sure your business is dominating local search results. It’s not sexy, but it’s essential. And the truth is, if you want to stop losing business to the guy down the street, you’ve got to audit your local SEO regularly.
Why Bother With a Local SEO Audit?
A local SEO audit is like giving your business a digital health check. It tells you where you're crushing it and where you’re losing ground to competitors. If your site’s traffic is tanking or your local rankings suddenly drop, an audit helps you figure out why—and more importantly, how to fix it.
"An audit is like hitting reset," says Melissa Popp, a local SEO expert at GMB Fox. "It helps you identify quick wins and long-term fixes to keep your business visible."
Breaking Down Your Local SEO Audit: A Step-by-Step Guide
To simplify things, let’s break it down into 9 key categories. Each one is crucial for boosting your local search performance and making sure you're at the top of the list when customers are ready to buy.
1. Check for Google Penalties
If your rankings have tanked, the first thing to check is whether you’ve been hit with a Google penalty. Sometimes, drops in rankings happen because of algorithm updates, but penalties can be a serious problem. Common reasons include thin content, spammy links, or user-generated spam. Head over to Google Search Console to see if you've got any manual actions listed, and if so, address them immediately.
2. Conduct Local Keyword Research
Keywords evolve, and so should your strategy. Use tools like Google Keyword Planner and Google Trends to stay updated on which local search terms matter for your business. By nailing the right keywords, you make sure that your business pops up when someone in your area searches for exactly what you offer.
3. Check Your Local SEO Rankings
Where does your business currently rank for the keywords you’re targeting? Tools like BrightLocal's Local Rank Tracker will give you insight into where you stand and how you stack up against competitors. Knowing your current ranking is essential for tracking progress and making strategic decisions.
4. Audit Your Links and Website Authority
In the world of local SEO, quality trumps quantity when it comes to links. Use tools like Ahrefs to assess your backlink profile. Check how many inbound links you have, whether they’re from authoritative sources, and whether there are any low-quality or spammy links that could be dragging you down.
5. Audit Your Citations
Local citations are key for reinforcing your business’s credibility with Google. A citation is any mention of your business's name, address, and phone number (NAP) on other websites. Use tools like BrightLocal’s Citation Tracker to hunt down inaccurate or duplicate listings that could hurt your local search visibility.
6. Review Brand Mentions and Implied Links
Non-linking citations, aka implied links, are still valuable in building your local prominence. Google takes these mentions into account even without a backlink. Do a simple Google search of your business name and note any brand mentions that don't link back to your site. These are easy opportunities for outreach and optimization.
7. Audit Your Google Business Profile (GBP)
Your Google Business Profile (GBP) is critical for local SEO. Go through your GBP with a fine-tooth comb. Are your address, hours, and contact details correct? Are you actively responding to reviews and keeping the profile updated with posts, photos, and offers? Google loves engagement, and so do your customers.
Pro Tip: Check out a competitor's GBP listing. What are they doing that you’re not? Sometimes, the best inspiration comes from seeing what others are doing right.
8. Check Reviews and Ratings
Reviews are gold for local SEO. They signal trust to both potential customers and Google. Head to the top review sites for your industry and assess your average rating. Make sure you’re responding to all reviews—good and bad—and look for recurring negative feedback that could be turning customers away.
9. Audit Your Social Media Presence
Social media isn't just for engagement—it’s another channel that can boost your local SEO. Make sure your branding, logos, and business info are consistent across all platforms. Are you posting regularly and engaging with followers? Look at your competitors’ social media. If they’re using features like giveaways, live streams, or stories, take note.
Putting It All Together
When you break down a local SEO audit into bite-sized steps, it’s a lot less daunting—and a lot more effective. By regularly auditing your local SEO, you can stay ahead of the game and make sure that your business is the one people find when they search for services in your area.
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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