How to Run a Local SEO Audit in 2025 (Step-by-Step Checklist)

Introduction

Want to know why your business isn’t showing in local searches or Google Maps?

This step-by-step Local SEO Audit will help you spot — and fix — issues with your Google Business Profile (GBP), NAP citations, location pages, page speed, schema, and reviews.
You don’t need to be an SEO pro. You just need this checklist.

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Table of Contents:

1. What Is a Local SEO Audit?

2. Why It Still Matters in 2025

3. Tools You’ll Need (Free & Simple)

4. Step-by-Step Local SEO Audit Checklist

   • Step 1: Google Business Profile Check

   • Step 2: NAP Consistency & Citations

   • Step 3: Website & Page Speed

   • Step 4: Location Pages + Content Gaps

   • Step 5: Schema Markup

   • Step 6: Online Reviews

   • Step 7: Tracking & Conversions

5. What to Do After Your Audit

6. Free Local SEO Audit Template (PDF)

7. Final Thoughts

8. FAQs

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1. What Is a Local SEO Audit?

A Local SEO Audit is a full checkup of your online presence — across Google Maps, search, directories, and your website — to identify visibility gaps and improvement areas.

You’re not just asking “Am I ranking?”
You’re checking:

• How visible am I to people near me?

• Can they trust me?

• Can they contact me easily?

This audit gives you clarity — without needing a paid SEO tool.

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2. Why It Still Matters in 2025

Even with AI Overviews and LLMs taking over the top of Google’s results, Local Pack + organic visibility still drive 60–80% of service-based business leads.
A well-optimized GBP and location page can still outrank giant marketplaces — if your basics are strong.

Google now prioritizes:

• Trust signals (real reviews, updated GBP)

• Page experience (mobile speed, layout)

• Structured data for AI/voice search

• Factual, location-relevant content

• Accurate service areas (no fakes)

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3. Tools You’ll Need (Free)

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4. Step-by-Step Local SEO Audit Checklist

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Step 1: Google Business Profile

• Check for:

  • Correct primary & secondary categories

  • Accurate service areas

  • Up-to-date photos, hours, and phone

  • Products/services listed in GBP

  • Latest post within 30 days

📌 Quick Fix
If anything is missing, log into GBP Manager and update.

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Step 2: NAP & Citations

NAP = Name, Address, Phone Number

• Run a scan on Moz Local or BrightLocal

• Check for:

  • Variations in your business name (LLC, Inc. spelling)

  • Wrong or outdated phone numbers

  • Duplicates across directories

  • Missing key platforms (Yelp, Bing, Apple Maps)

📌 Quick Fix:
Fix your top 5–10 listings manually or use a cleanup service.

 

Step 3: Website & Page Speed

• Run your homepage through:

  • Google Pagespeed Insights

  • GTMetrix

• Check for:

  • Mobile usability

  • Largest Contentful Paint (LCP < 2.5s)

  • Uncompressed images

  • Render-blocking scripts

  • No click-to-call on mobile

📌 Fixes:

• Compress hero images

• Use fewer fonts

• Add clear CTA buttons

• Implement caching or Cloudflare

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Step 4: Location Pages & Content Gaps

You need dedicated pages for:

• Each city/service area

• Each core service (e.g., Roof Repair, Invisalign, Family Law)

Check for:

• Repetitive “AI-generated” feel

• Missing FAQs, reviews, or proof

• Internal links between services & cities

📌 Fix:

• Rewrite content for clarity

• Add schema and photos

• Link each page from your footer or menu

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Step 5: Schema Markup

Use Schema Validator or Screaming Frog to check:

• Presence of:

  • Organization

  • WebPage

  • Service

  • Breadcrumb

  • FAQPage (optional)

📌 If missing:

• Use Yoast (free)

• Add custom JSON using HTML blocks

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Step 6: Reviews & Trust

• Google Reviews: Aim for 30+ per location

• Check:

  • Review frequency (recent or outdated?)

  • Ratings (at least 4.2+)

  • Whether you’re replying to reviews

  • Do you have a QR code or link on your site?

📌 Fix:

• Set up automated email + WhatsApp requests

• Respond to all reviews with warmth

• Use a reputation tool like NiceJob or manual reminders

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Step 7: Tracking & Conversions

You can’t improve what you don’t track.

Check:

• Google Analytics 4 (Events: call_click, whatsapp_click, form_submit)

• UTM links in all buttons

• Google Business call tracking

• Form confirmations (thank-you page or in-page message)

📌 Fix:

• Add UTM to every CTA

• Use CallRail, Twilio, or GSC for insights

• Track clicks using free tools like Google Tag Manager

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5. What to Do After Your Audit

• Highlight urgent gaps in red

• Prioritize:

  • 1. GBP

  • 2. Content

  • 3. NAP & Speed

• Set up a 30-day sprint

• Recheck results in 45–60 days

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6. Free Local SEO Audit Template (PDF)

Download Our Free Local SEO Audit Checklist PDF

Includes:

• Editable checklist

• Tool links

• Recommended fixes

• SOP links

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7. Final Thoughts

A Local SEO audit isn’t a one-time fix.
It’s your visibility scorecard.
Run it every 3–6 months — especially before new promotions, launching services, or expanding cities.