Have you ever wondered why your competitors always seem to pop up first in local searches while you’re stuck battling for visibility? It’s likely that they’ve mastered the art of local SEO. A local SEO audit can help you fight back and improve your site ranks.
This doesn’t mean just claiming your Google Business Profile and calling it a day, though that’s definitely important. We’re talking about a complete checkup of all the online factors that tell Google your business deserves to be the local hero.
A local SEO audit involves combing through your website, online listings, and more. Think of it like spring cleaning, but for your business’s online presence. So, whether you’re a seasoned pro or new to this whole local SEO thing, getting acquainted with a local SEO audit could be a game-changer.
What is a Local SEO Audit, and Why Do You Need One?
A local SEO audit analyzes every part of your online presence to determine how you appear to search engines. It examines various ranking factors, including your website’s page optimization, Google Business Profile (GBP), local citations, and customer reviews. Think of it like a report card for your business’s digital storefront.
Why bother with this?
Local SEO audits provide insights that help businesses:
Improve Visibility in Local Searches: Over 500% more mobile searches include “near me” alongside “to buy,” according to Google. A local SEO audit helps you get found by these eager local customers.
Outshine Your Competition: An SEO analysis of your local SEO can expose weaknesses in your competitors’ strategies, giving you a leg up. This is where you can conduct searches to see what keywords they are using.
Get More Foot Traffic (and Online Traffic): When your online presence is optimized, customers searching locally will find it easier to become customers. This will help generate more leads and increase your organic search traffic.
Increase Your Website’s Authority: Identifying and addressing SEO issues that could be holding your site back can give your website the boost it needs to improve local SEO ranking factors.
Key Areas of a Local SEO Audit
Don’t be intimidated; a good local SEO audit is all about breaking things down. Below we’ve listed important areas an audit analyzes – use these as you begin to review your online presence. If something doesn’t feel quite right, that’s where the magic of optimization happens.
Using a local SEO audit checklist will help make sure you are covering all of your bases.
1. Google Business Profile: Your Business’s Online Command Center
Think of your Google Business Profile as your business’s digital HQ – it’s often the first thing people see when searching for local services. From there, potential customers can access critical details: address, phone number, hours, reviews, and even photos. So first and foremost, make sure your GBP information is current, detailed, optimized and reflects who you are.
This includes updating any recent photos or videos because who doesn’t love good visuals? This also includes addressing customer reviews and more. Engaging with customers, replying to questions on your GBP, and responding to reviews (both positive and negative) builds trust. According to BrightLocal, reviews heavily factor into whether someone will choose you. Plus, a little engagement never hurts, right?
Ever wondered what search terms bring people to your GBP? The “Insights” report has the answers. This section shows the “Search Breakdown,” which allows you to conduct local keyword research on the keywords driving those views. Think this is valuable? It absolutely is. Why not expand on that with more comprehensive local keyword research?
2. Website Optimization: Where Your Digital Story Unfolds
Having a visually appealing website isn’t enough. That’s where local on-page SEO comes into play. This is all about making sure Google understands what your website is about. When someone searches for “best pizza near me,” you want your mouthwatering website to pop up, full of glorious pizza descriptions and local keywords. If pizza isn’t your game, no worries – the same principle applies to every industry.
While it sounds complex, start by asking yourself: if I were a customer looking for my product or service, would I find what I need easily on this website? You’d be surprised how often simple tweaks can increase your visibility. Some of these tweaks include using location-based keywords naturally throughout your content and optimizing page titles.
It’s about telling a cohesive and informative story with your online presence through things such as your meta descriptions. The easier it is to understand, the more Google will love it – and your potential customers will, too.
3. Local Citations: Spreading the Word Like Digital Footprints
Ever notice how important it is for information to be consistent online? A local citation is any online mention of your business name, address, and phone number. You can find citations on platforms such as Yelp, Facebook, and even industry-specific directories. Make sure you have no incorrect business listings anywhere.
Think of citations as online endorsements that build trust and credibility. A local SEO audit will analyze if these citations are up-to-date and consistent across the web. This makes it easier for customers and search engines to find you.
Inconsistent or incorrect information is like giving someone the wrong directions to your store. It happens, but that’s what a local SEO audit is for. Make sure you are performing local SEO best practices.
4. Online Reviews: Because Word-of-Mouth Has Gone Digital
You already know customer reviews matter. But they play a critical role in local SEO as well. They show Google that people interact with your business and are forming opinions, which builds online authority.
According to Semrush, responding to these reviews, especially negative ones that might violate Google’s guidelines, showcases your dedication. Make sure you are checking your Google Business Profile reviews, as that is usually the first place people go. Responding to reviews also helps your Google ranking.
5. Backlink Magic: A Sign of Trust from Others
Think of backlinks as a digital vote of confidence from other websites. They are like referrals, telling search engines that your website is worth checking out. Backlinks significantly contribute to your website’s authority and local SEO performance.
How do you determine their effectiveness during an audit? You’ll be looking at the overall backlink profile – assessing the quantity and quality of these backlinks. Are these websites authoritative and relevant to your industry? Are they high-quality sites or something a little less trustworthy? Backlinks can help or hurt you if they’re spammy and from irrelevant websites.
A strong backlink profile comes from earning these endorsements, not trying to cut corners with shady tactics. This involves creating top-tier content that people naturally want to link to because it’s that good. For your local SEO audit, use free or paid tools such as Ahrefs, Semrush, or Majestic to help analyze your backlinks. Determine how those backlinks could be impacting your SEO ranking factors.
My Summary
Taking your local SEO seriously is non-negotiable in our digitally driven world. This is particularly important with the rise of “near me” searches over recent years.
A well-executed local SEO audit acts as a compass, giving you a clearer understanding of what’s working, what’s not, and, most importantly, actionable insights that translate into tangible results for your business. A local SEO audit will help you stay ahead of algorithm updates as well.
Don’t be afraid to submit a reconsideration request to Google if you were negatively impacted by an algorithm update. From this local SEO audit, an SEO strategy can be formed, including if you need to run any Google Ads or do email marketing.
FAQs
How do I do a local SEO audit?
Conducting a local SEO audit may feel overwhelming, but numerous online tools provide step-by-step guidance and automation, streamlining the process. There are even local SEO audit tools and SEO services that can run an audit check for you.
For example, you can find some tools that will provide an SEO audit checklist, and from there, you can check off the boxes. If you do not know how to fix something, you can then look to hire an agency that provides SEO services.
How much does an SEO audit cost?
The cost of a local SEO audit can range based on several factors such as business size, website complexity, and if you hire a professional. Don’t be scared to invest in an SEO audit; think of it as investing back into your business.
However, free options are available if budgets are tight. You can learn how to perform local SEO audits yourself.
What is a local search audit?
A local search audit assesses your website’s ranking in local search results. It uncovers strategies to enhance your online visibility within your target area, including local keywords and website optimization. It delves into areas such as Google Business Profile optimization, citation accuracy, review management, and more. It will even help you determine what your target keywords should be and show the search volume for those keywords.
Are SEO audits worth it?
Yes, local SEO audits are undeniably valuable. A local SEO audit uncovers hidden opportunities like a routine check-up with your doctor helps identify and address any health concerns. They fix technical glitches and improve user experience, ultimately boosting online visibility. Would you put off a checkup knowing something was wrong?
Your online presence shouldn’t be treated any differently. Use a rank tracker tool so you can track your SEO performance after making changes to see what kind of impact it has made and if you are hitting your target keywords.
What is local SEO checklist?
The Checklist for Local SEO It is an informational tool designed to assist you in optimizing your local business and website to be found by consumers seeking. The best place to start is to understand the local SEO process or look into our best local SEO free tools that can help speed up your SEO progress
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