The essence of SEO involves a multifaceted approach, encompassing keyword analysis, content development, and competitive evaluations. Local SEO expands on this by incorporating tasks specifically aimed at establishing a business’s relevance and authority within a particular geographical area.
Before a local consumer can be convinced that your search result is the optimal choice, it must first be proven to search engines to secure a high enough ranking for consideration. Search engines, such as Google, reference numerous data points to decide the leaders in organic search engine results, featured snippets, maps, local packs, images, videos, and other search engine results page (SERP) features.
How can one prioritize and implement optimizations with the best potential to convert traffic to both your website and doorsteps? This article will guide you through evaluating each critical facet of your local search presence and identifying the best opportunities to enhance search rankings.
What comprises a comprehensive local SEO audit checklist?
- Keywords/SERPs.
- Website.
- Google Business Profile.
- Review management.
- Local business listings and citations.
- Local content.
- Google Search Console.
- Analytics.
- Backlinks.
- Competitor analysis.
These tasks are typically completed in a set order during a full audit, though some can be performed simultaneously.
1. Keyword/SERP Audit
Starting a local SEO audit naturally involves examining SERPs for your business’s target keywords and phrases to understand your positioning relative to competitors and other sites/content. This research can quickly highlight where you have already built some authority or momentum and identify keywords that are not worth your time. SEO is a long-term strategy, and while no keyword should be instantly dismissed, focusing on those with the most potential for ranking and driving traffic is advisable. Some keywords may be more effectively pursued in the short term through a paid Google Ads strategy until local organic authority is established.
There are several excellent SEO and keyword research tools available to gather search results for specific or topical keyword groups and assign value based on metrics like search volume or keyword difficulty. Ideally, you should use a tool capable of breaking down different types of search features, aiding in the understanding of whether you or a competitor has secured any of this search real estate, and strategize accordingly.
Alternatively, you can perform manual searches using an Incognito Window in Google Chrome or a Private Window in Safari to eliminate potential personalization bias tied to your Google login, location, or personal search history. Most automation tools have built-in processes to account for this.
Businesses running PPC campaigns should closely monitor the keywords and search terms that work well in this domain. Top-performing PPC keywords are likely to mirror top performers from an SEO perspective. For optimal results, SEO and PPC should complement each other.
Recognizing the different ways people search is crucial; hence, your research should account for the various ways and phrases your audience may use to find you or your offerings. Your keyword analysis and content should address the searchers’ intent, which varies based on their stage in the buying cycle. Some may seek information, while others are ready to buy immediately. A broader keyword perspective will paint a clearer picture of your presence’s capabilities and areas worthy of focus.
2. Website Audit
Armed with focused keyword data, you can perform a comprehensive keyword and technical website audit to ensure optimal crawlability, indexability, and visibility. A typical audit analyzes the site’s underlying structure, content, and overall user experience. Numerous site auditing tools can crawl a website, identify issues, and prioritize actions based on SEO best practices. An audit can be divided into several segments:
Page Optimization
Page optimization ensures that web pages are well-structured, focused on topical keywords, and provide a positive user experience. As search engines crawl a page, they search for signals indicating the page’s focus and the questions it can answer. Crawlers examine the entire page but pay particular attention to Page Titles and Headings as primary descriptors. Ideally, pages should be keyword-focused and unique, using keyword variations consistently in Titles, URLs, Headings, and meta descriptions. Well-structured pages are favored by search engines, which may highlight these keywords in search engine results.
An audit highlights issues such as missing title tags, duplicated tags, or excessively long tags (60 characters max), missing or duplicated headings, and meta descriptions that are missing, duplicated, or too lengthy (160 characters max). Image alt text is another key potential issue raised in an audit, especially when images are central to your business. Best practices dictate that all images should have relevant descriptive filenames and alt text, which may include pertinent keywords. This is crucial when product or service photos are central to your business, as image carousels can appear in web search results. Attention should be paid to images appearing on your primary ranking pages.
Internal Link Audit
Internal links can become stale or outdated as content is moved or removed over time. A link audit reveals potential misdirected or broken links, ensuring an optimal experience for site visitors. Links are signals search engines use to understand a website’s flow and ability to direct searchers to relevant, authoritative answers. This audit should also identify opportunities to cross-link prominent pages, which can boost both pages, provided the link guides users to more relevant content or an appropriate conversion point. External links should be considered, particularly those leading to authoritative sources. For local businesses, this may include linking to relevant local organizations or events.
Pro tip: These links should ideally open in new windows, allowing visitors to return to your site after exploring external links.
Schema Review
Google is increasingly utilizing featured snippets in its SERPs instead of traditional organic search results, offering answers directly. Local businesses can feature their content as snippets by publishing highly authoritative, relevant content and using structured schema markup to tag details like local business details, products, events, and FAQs. An effective local SEO audit should identify content suitable for schema application.
Mobile Audit
With more consumers using mobile devices for searches, particularly for local services, it’s imperative for businesses to offer a seamless mobile web experience. This affects how search engines view and rank sites. Websites should load quickly and offer easy navigation and interactions on mobile devices. Google offers free mobile-specific monitoring tools in Google Search Console, including Page Experience, Core Web Vitals, and Mobile Usability analyses. A deeper user experience and SEO evaluation can be done using Google Lighthouse, though local businesses may need a web developer to implement recommendations.
Duplicate Content
High-quality content should be original. Websites should use canonical tags for any content they did not create, to prevent diminishment of authority. Most auditing tools will alert for content needing canonical tags.
3. Google Business Profile Audit
The Google Business Profile (GBP) acts as a secondary website and a vital point of presence for most local businesses. An accurate, comprehensive GBP is essential for visibility in Google Maps and organic search results. A GBP audit focuses on ensuring accuracy and completeness across various components like:
- Business information and location details
- Relevant primary business category
- Hours of operation
- Accurate Google Maps pin location
- Proper categorization as a physical location or service-based business
- Products and services
- Photos, offers, updates, and events
- Appointment links and informational content
A thorough profile enhances the likelihood of being recognized as a credible local resource, securing proper featuring in search results.
4. Review Management
Reviews play a significant role in a GBP’s visibility and customer decision-making. Prompt responses to reviews are critical, regardless of positivity or negativity. A complete audit ensures all reviews are acknowledged, addressing recurring customer service themes and satisfaction issues. Reviews can also be left on platforms like Facebook, Yelp, and industry-specific sites such as TripAdvisor and Houzz. An audit should inventory reviews from these platforms, alongside those that appear in search engine results.
Pro tip: Promptly request positive reviews from customers, tactfully suggesting they mention specific products or services to improve keyword ranking.
5. Local Business Listing/Citation Audit
Local business listings and citations help validate a business’s reputation within a region. Presence in reputable local directories, business directories, and local partners is crucial. A business listing and citation audit can be performed manually or with automated tools. These tools can help locate, monitor, and update citations with the accurate Name, Address, Phone Number (NAP), and business details. Quick manual verifications can be done by searching your business name, scanning initial search result pages. Searching desired keywords reveals valuable directories and listing sites that can be targeted. Resolving duplicate listings is key to preventing customer and search engine confusion.
6. Local Content Audit
Consumers seek different data based on their purchase journey stage. A well-structured local web presence provides information across each phase, boosting visibility and awareness. A content audit ensures content is tailored for various journey stages:
- Informational content educates early-stage potential customers.
- Transactional content aids in final purchase decisions, using reviews or testimonials.
- Navigational content captures brand searches, providing information worthy of a conversion.
- Commercial content includes offers or coupons for transactional readiness.
Quality content resonates with audiences, encouraging sharing and feedback. In 2022, video content shared on platforms like YouTube or TikTok is more engaging and easily consumed. Optimize YouTube content to appear in organic search results, using keywords and hashtags to enhance visibility.
Pro tip: Add visible share buttons to encourage interaction with your content. While social signals aren’t direct ranking factors, shared content is more likely to attract backlinks, positively impacting authority and visibility.
7. Google Search Console Review
Google Search Console is an invaluable asset for data on keyword and content performance, indexing, schema validation, mobile experience monitoring, and security actions. A local SEO audit must utilize this data to understand strengths, weaknesses, opportunities, and threats. Pay particular attention to non-crawled/indexed pages or manual actions due to potential ranking effects. Notifications are sent for these issues, but regular audits ensure nothing is missed.
8. Analytics Review
Whether using Google Analytics or an alternative, these insights validate highly and lesser performing content, traffic sources, audience profiles, and purchase pathways. Insights from analytics inform your content audit, helping refine strategies for keyword optimization. Consider questions like:
- Are top-visited pages also top-ranking in search engines?
- Which pages perform best in organic searches?
- Are there underperforming pages requiring attention?
- Can the purchase path be optimized?
- Which domains are top referrers, and can these be leveraged for backlinks?
Utilize analytics to pinpoint focus areas for strategy refinement, starting with keywords or content assets on the cusp of visibility in search results.
9. Backlink Audit
Backlinks, akin to citations, come from third-party websites and signal a site’s authority. While beneficial from reputable sources, links from dubious sites can negatively impact SEO. Conduct a backlink audit every 6-12 months to ensure links meet quality standards and potentially identify new source opportunities. Both free and paid backlink tools exist, including Google Search Console’s link monitoring service.
When examining linking domains, quickly identify unfamiliar or non-reputable ones. Inquire about link removal if necessary. Additionally, identify potentially beneficial backlinks using backlink research tools, competitive analysis, or Analytics referral sources.
10. Competitor Analysis
A comprehensive audit must include an evaluation of competitors’ strengths and weaknesses. Recognize true competitors by identifying who appears when entering your target keywords. These sites can offer learning opportunities. Acknowledge Google’s focus on proximity linked to search results, but primarily consider local high-ranking competitors.
Evaluate what successful competitors do, examining how they leverage keywords, content, GBP, reviews, listings, or backlinks. Outperform competitors by offering a superior experience online and offline, generating quality content to address mutual customer queries.
Prioritizing Action Items
A full local SEO audit results in a substantial task list. Many tools prioritize these tasks, yet the list can seem overwhelming. Focus on refining keywords and content with potential, concentrating on assets near prominence in search results and Map Packs. Adjust these components before tackling more competitive keywords with lesser visibility, recognizing SEO’s long-term nature. Regular audits every 6-12 months facilitate optimal local audience visibility.
More resources:
- 5 Key On-Page Optimizations For Local Organic SEO
- 10 New Local Search Features You Should Be Using
- A Guide to Local SEO
Featured Image: Ribkhan/Shutterstock
