When I get a new lead, I don’t rush in just because the budget looks good. Instead, I take a step back and run a quick but thorough audit. Why? Because understanding where the business stands is crucial before setting expectations and diving in. This process helps me pinpoint red flags early, find low-hanging fruits, and decide whether the business is truly a good fit for my services.
I’d rather walk away from a project that’s set up to fail than waste both our time.
👉 This is the checklist I use for auditing local businesses when I don’t have access to their profiles or tools.
⚠️ This is NOT a one-size-fits-all solution. Some businesses might need a lot more work than others, and spotting major flaws early is the key to knowing when to dive deep and when to walk away.
Let’s break it down further and show why these steps are CRUCIAL for your business to succeed online:
1. GOOGLE BUSINESS PROFILE
📊 Review count & rating – A strong presence of genuine reviews can make or break a local business. Are your reviews authentic? Do they show customer satisfaction? A low rating can severely impact your local rankings and trust.
💬 Review responses – Are you engaging with customers or letting the reviews go unnoticed? Not responding to reviews, whether positive or negative, shows a lack of care and attention to your customers.
📍 Name & Category Relevance – Is your Google Business Profile optimized with the correct name and categories that truly represent your business? If not, you’re missing out on crucial local search visibility!
📸 Appealing photos/videos – Have you uploaded eye-catching, high-quality photos? If your competitors’ profiles are brimming with beautiful images while yours is barren, you’re at a disadvantage.
⏰ Business hours – Incorrect business hours can create confusion and frustration for potential customers, leading to a loss of trust.
❌ Fake competitors – Are there businesses posing as your competitors? Are they ranking higher than you for your local keywords? Identifying and addressing this is critical.
2. CITATIONS/DIRECTORIES/NAP CONSISTENCY
🔍 Biggest niche-relevant sites – Where is your business being listed? Are the biggest sites in your niche recognizing you?
🏙️ Locally-relevant sites & directories – Local directories and city-based listings can be highly effective for ranking in local searches. If you’re missing from these, you’re likely not reaching your local audience effectively.
🌍 Global sites & Social Media networks – Don’t forget the power of social media and global directories. A lack of presence on platforms like Facebook, Yelp, or even global directories can leave opportunities on the table.
3. BACKLINKS
🔗 Number of backlinks – The more high-quality backlinks you have, the more Google trusts you. But it’s not just about quantity – it’s about quality.
🌍 Local backlinks – You need backlinks from local websites or publications to show Google that you’re part of the community.
🧑💻 Niche-relevant backlinks – Industry-specific backlinks help show Google that you’re a leader in your field. Without these, your SEO efforts might fall flat.
4. WEBSITE
🌐 On-Page Optimization – Do your website’s pages include the right keywords, meta tags, and headings? If not, you’re losing valuable ranking opportunities.
🏠 Homepage check – Your homepage needs to make a great first impression. A lackluster homepage could turn away potential customers instantly.
💼 Service/Product pages – Are these pages optimized for the services you offer? Are they driving conversions? You should have pages dedicated to each service or product to capture specific traffic.
📍 Location/Service area pages – Does your website feature location-specific pages? If you’re targeting multiple locations, these pages should be optimized to rank in each area.
💸 Discounts/Deals – Do you offer promotions? These can be a strong selling point when done right.
📝 Reviews – Are you showcasing customer reviews on your website? The more reviews you show, the more likely you are to convert visitors into customers.
🚀 Funnel Coherence – Is your site designed to guide users seamlessly from interest to action? A disjointed funnel means lost sales.
⚡ Page Speed – Slow websites = frustrated customers. You could be losing customers before they even see your products or services.
⚠️ Technical SEO/Errors – Are there any broken links or errors on your website that could hurt its performance? Fix these ASAP!
5. RANKINGS
📈 Local rankings for relevant keywords – Do you rank for local keywords that customers in your area are searching for? If not, that’s a huge missed opportunity.
🌍 Local organic rankings for relevant keywords – It’s not just about ranking – it’s about local relevance. If you’re not appearing on local searches, customers will turn to your competitors.
🔗 Organic rankings to attract backlinks & brand growth – Strong organic rankings will naturally attract backlinks and grow your brand’s authority online.
6. PROMINENCE
🗣️ Brand mentions – Are people talking about your brand online? Mentions are crucial for building authority and boosting your prominence.
🔍 Branded searches – How often is your business being searched by name? The more searches, the more authority you have with Google.
📚 Publications – Are you being mentioned in the media or other high-authority sources? These types of mentions add credibility.
🔗 Backlinks & Citations – Are other websites linking to yours and citing your business? The more you have, the stronger your overall SEO presence.
💬 Reviews – Positive reviews contribute to both rankings and trust. Make sure you’re consistently gathering and responding to reviews.
💡 Now, take a moment to reflect:
Do you have all of these components optimized? Are you missing out on something critical? This audit checklist might seem extensive, but each step is essential for local business SEO success.
📈 If you’re not doing these things, you’re leaving money on the table. Don’t wait for the competition to overtake you. Start implementing these strategies today and watch your business grow!
