A Local SEO Audit evaluates a local business’s organic visibility in search engine results pages (SERPs). This crucial process examines various elements affecting your business’s performance, including the Google Business Profile, website, and online business listings. By conducting a thorough Local SEO Audit, you can optimize your online presence & improve your chances of attracting local customers.
How to Do a Local SEO Audit
SEO Keyword Research
Understanding the keywords potential customers use to find businesses similar to yours is the cornerstone of a successful Local SEO Audit strategy. Customers may employ different search phrases depending on their position in the buyer’s journey. For instance, those in the early stages might search for “Where can I find X near me?” or “X in [city, state].”
To expand your keyword list, consider utilizing advanced SEO tools. These tools can reveal long-tail and short-tail keywords that you might not have previously considered. Targeting narrow enough keywords is imperative, as this can limit your reach.
Search engine users predominantly focus on the first page of search results, making it import to optimize your website effectively for SERPs. This optimization will help you capture new customers and drive conversions.
Website Audit
With your keywords identified, the next step is a website audit—an analysis of your site’s structure, content, and overall user experience.
Page Optimization
Effective page optimization ensures each webpage is well-structured, unique, and centered around relevant keywords. Search engines like Google assess pages for various signals to determine their relevance to search queries.
Common issues include:
- Missing or lengthy title tags
- Absence of headlines
- Missing, lengthy, or duplicate metadata
To enhance page optimization, include keyword-focused headlines, titles, headings, URLs, and meta descriptions. If images are significant to your business, employ descriptive alt text and filenames incorporating relevant keywords.
Featured Snippets
Featured snippets are highlighted excerpts that appear at the top of search results. Securing a featured snippet can substantially elevate your page’s visibility. To improve your chances of being featured:
- Publish authoritative and pertinent content
- Make your local business details, events, and FAQs easily accessible
Internal Linking
Proper internal linking helps search engines realize your website’s structure and guides users to relevant information. Ensure all links are functional and up-to-date to maintain a smooth user experience.
Duplicate Content
Google values original content, and duplicate content can harm your rankings. Address duplicate content by updating pages with original material, removing duplicate pages, or using canonical tags to show the preferred version of the content.
Google Business Profile
Your Google Business Profile (GBP) is vital to enhancing your visibility on Google Maps and in Local SEO Audit search results. This profile displays essential information such as your business name, address, hours, and services.
Ensure that all details in your GBP are accurate and current. This credibility will help improve your ranking in local search results and attract more customers.
Local Business Citation Analysis
Local citations are online raises of your business’s name, address, & phone number. Accurate and consistent citations across local directories and websites like Yellow Pages are crucial for maintaining credibility and optimizing your local SEO. Verify that all citation information is up-to-date and reflects any changes to your business’s location, name, or contact details. Inaccurate citations can damage your credibility and affect your search rankings.
Client/Customer Review Analysis
Reviews are instrumental in local search rankings and customer acquisition. According to recent surveys, many consumers consider reviews crucial when selecting a business.
Evaluate the nature of your reviews:
- Are they primarily positive or negative?
- Do you have a sufficient number of reviews to identify trends?
- How frequently do you respond to reviews?
Actively engaging with reviews shows that your business is responsive and can positively impact your rankings. Consider incentivizing customers to leave reviews through promotions or discounts.
Analytics Review
Utilize analytics tools to assess your website’s performance. Tools similar to Google Analytics provide insights into:
- Top-visited pages
- Organic search traffic
- Page performance
- Visitor pathways to purchase
Also, review referral traffic to identify opportunities for backlinks. Backlinks from reputable websites can enhance your search rankings, while links from dubious sources may have adverse effects.
Competitor Analysis
Analyze your contestant to gain insights into their Local SEO Audit strategies. Search for the keywords you intend to optimize for and compile a list of competitors. Evaluate their GBP, reviews, social media activity, and local listings.
Tools like Ahrefs can offer additional insights into their keyword strategies and backlink profiles, providing ideas for your SEO approach.
Local SEO Audit Tools
Several tools can assist in conducting a Local SEO Audit, streamlining the process and enhancing accuracy:
- SEO Tools: Offer actionable recommendations for optimization, including keyword suggestions and topic clusters.
- Performance Trackers: Monitor SEO performance and competitor analysis, including backlink and keyword tracking.
- Analytics Platforms: Provide detailed visitor data and traffic sources, helping to build buyer personas and optimize your strategy.
- Local Ranking Tools: Track local search rankings and visualize performance through heat maps.
How to Carry Out Local SEO Audit
Create a detailed spreadsheet or document to record your findings. Include sections for each audit component and input data as you complete each analysis.
Check for Google Penalties
Google penalties can severely impact your SEO performance. Check for penalties through Google Search Console and review any notifications detailing the issues. Common penalties include thin content, sneaky redirects, user-generated spam, and unnatural link structures. Address these issues promptly and submit a reconsideration request if necessary.
Conduct Local Keyword Research
Regularly perform keyword research to stay current with evolving search trends. Tools like Google Keyword Planner & Google Trends can provide valuable insights into relevant search terms and their volumes.
Check Your Local SEO Audit Rankings
Monitor your site’s ranking for target keywords using tools like BrightLocal’s Local Rank Tracker. This helps you understand your position in local search results and identify areas for improvement.
Audit Your Links and Website Authority
Evaluate the quantity and quality of your inbound links. Assess the relevance of linking domains and identify any low-quality or spammy links. Use tools like Ahrefs to gather data and compare your link profile with competitors.
Audit Citations
Verify the accuracy of your local citations across various platforms. Correct inconsistencies or inaccuracies to enhance regional search visibility and consumer trust.
Audit Brand Mentions and Implied Links
Identify brand mentions and implied links that do not include hyperlinks. These references can contribute to your business’s prominence and should be monitored as part of your Local SEO Audit strategy.
Audit Your Google Business Profile
Review your Google Business Profile for completeness and accuracy. Check categories, updates, contact information, and other elements to ensure optimal performance in local searches.
Audit Reviews and Ratings
Evaluate your reviews across top sites. Note the average ratings, response rates, and any recurring issues. Address negative feedback and identify opportunities to generate more reviews.
Audit Your Social Media
Assess your social media profiles for consistency and engagement. Ensure that your profiles are updated regularly, and consider the strategies used by competitors for potential improvements.
Conclusion
A Local SEO Audit is indispensable for evaluating how well your business is reaching your target audience. By ensuring your website is up-to-date, optimized for relevant keywords, and accessible, you can attract more local customers and boost your business’s revenue. Regularly conducting these audits will help maintain a competitive edge and adapt the business’s Local SEO Audit trends.
