What is local SEO? Why do I need a local SEO audit? From emergency plumbers to dining options and pet groomers, businesses that dominate these Google searches often convert clicks into in-store visits and tangible sales. Local SEO has a significant role in turning Google searches into in-store visits.
This is where an audit becomes a requirement now and then, but how to conduct an audit? What is its importance? We will answer these questions and more in the following sections:
The Importance of a Local SEO Audit
Undertaking a local SEO audit guarantees visibility in local traffic, and exposes and rectifies issues that rank your competitors in searches. Despite the daunting prospect, a systematic, step-by-step approach transforms this lengthy task into a manageable process. Furthermore, regular audits are essential due to the dynamic nature of local SEO algorithms.
Why is Local SEO Audit Important?
An audit provides a thorough examination of all components shaping local search strategies and pack rankings. It serves as a crucial tool to comprehend your site’s performance, detect emerging issues, and identify opportunities.
Did you know that the local SEO algorithm revolves around three pivotal aspects? These are as follows:
- Proximity: The geographical closeness (or distance) of the search user to your business.
- Prominence: The online visibility of your brand, encompassing inbound links, article mentions, reviews, and citations.
- Relevance: The alignment of your business with the searched terms.
In instances of ranking drops or sudden traffic declines, an audit checklist becomes your ally in deciphering the root causes. So, without further ado, let’s move on to it!
The Ultimate Local SEO Audit Checklist
Given the multifaceted nature of the factors involved, categorizing your checklist is prudent. The following categories demand scrutiny:
- Google Penalties
- Local Keyword Research
- Rankings
- Links and Website Authority
- Citations
- Brand Mentions / Implied Links
- Google Business Profile
- Reviews and Ratings
- Social Media
1. Rectifying Google Penalties
A Google penalty can significantly impact your local SEO performance. A mere 5% of sites submit reconsideration requests after rectifying issues triggering penalties. Reasons for penalties range including, but are not limited to, the following:
- Keyword stuffing
- Thin content
- Thin affiliate websites
- Duplicate content
- Spammy auto-generated content
- User-generated spam
- Doorways
- Cloaking
- Unnatural links
- Selling links
- Incorrect structured data
- Intrusive pop-ups
- Misleading or improper content
- Spammy free hosting
- Hacked content
Identifying penalties in the initial audit phase prevents overlooking opportunities to regain lost rankings. Google Search Console notifications and Manual Actions Reports serve as invaluable tools for resolution.
2. Conducting Local Keyword Research
Local SEO audits have become crucial because of the given the ever-changing landscape of local business search terms. This evolving landscape requires consistent keyword research. Identify new keywords regularly to update your local SEO strategy, ensuring alignment with relevant terms for local searches.
Tools like Google Keyword Planner and Google Trends offer insights into search volumes and related queries, enriching your strategy. You can also use Ahrefs, Moz or consult our SEO strategist over a free phone consultation.
3. Scrutinizing Local SEO Rankings
Determining your site’s ranking for target keywords in local pack searches requires a specific approach. Utilize tools like Ubersuggest or Ahrefs to automate the process, ensuring accuracy in your assessments.
4. Evaluating Links and Website Authority
Link quantity and quality play a pivotal role in local SEO ranking. Therefore, must be securitized in your local SEO audit. Your link profile contributes to the relevance and prominence of your business (remember the three parts mentioned above?).
In this audit phase, you will be checking for the following:
- Research the number of inbound links
- Assess the quality of links from authoritative domains relevant to your business.
- Identify and address low-quality links that could be perceived as spam.
- Scrutinize anchor text for keyword relevance and natural variety.
- Identify opportunities for organic link-building to enhance relevance and prominence.
Here’s an idea, though: Benchmarking your link profile against competitors, as per SemRush, provides valuable insights and identifies potential opportunities for improvement.
5. Auditing Citations
Local citations play a crucial role in confirming your business details, enhancing prominence, and ensuring relevance. Duplicate or inaccurate listings can harm local search visibility and erode consumer trust. Therefore, your local SEO audit must always focus on optimizing your search presence.
6. Brand Mentions and Implied Links
Implied links, though lacking hyperlinks, offer valuable contact information such as addresses or phone numbers. In this audit phase:
- Conduct a Google search for your business name to identify implied links.
- Look for mentions in local news, blog posts, reviews, event listings, and industry news.
- Acknowledge the power of implied links in building prominence.
Harnessing implied links elevates your local SEO strategy, contributing to enhanced visibility and brand recognition.
7. Google Business Profile Audit
Formerly Google My Business, your Google Business Profile is a pivotal source of information for both Google and local consumers. Maintaining an optimized Google Business Profile enhances local search visibility and consumer engagement. In your audit:
- Verify the accuracy of business information, including contact details and opening hours.
- Monitor and update posts regularly for frequency.
- Review Google Business Profile Insights for performance metrics.
- Ensure proper utilization of the Question and Answers feature.
- Explore competitor profiles to identify areas for improvement.
8. Reviews and Rating Audit
Online reviews are instrumental in attracting consumers, establishing trust, and impacting local pack visibility. In your audit:
- List top review sites for your business.
- Note average star ratings and identify any unaddressed reviews.
- Assess the proportion of positive and negative reviews.
- Address recurring negatives to enhance customer experience.
- Identify potential fake reviews and report them.
9. Social Media Audit
The final phase of your local SEO audit delves into the social media presence of your business. While not mandatory on every platform, a strategic presence on networks aligning with your target consumers is vital. In this audit:
- Ensure consistency in ‘About’ information, logos, and cover images across platforms.
- Confirm regular updates and responsiveness to inquiries.
- Analyze local competitors’ social strategies for insights and inspiration.
Key Takeaways
Completing a comprehensive local SEO audit involves meticulous scrutiny of various elements contributing to your online visibility. From addressing Google penalties and refining keyword strategies, each step is a building block toward dominating local searches.
By incorporating these insights into your local SEO strategy, you not only enhance your visibility but also fortify your online reputation. Stay attuned to the ever-evolving digital landscape, adapt to algorithmic changes, and consistently refine your approach to secure a prominent position in local Google searches.
If you wish to learn more or get advice on local SEO audits, feel free to fill out the form below and submit it!