Free tool

Local SEO audit checklist

Thirty points to check, in order, to see why a local business does or doesn't show up on Google Maps and Google Search. Tick them as you go: your progress stays on this device. Print it to use it with a client.

0 of 30 points checked

Google Business Profile 0/9

The profile exists, is claimed and verifiedSearch for the business name on Google Maps. In business.google.com, the profile must show as verified.
The primary category matches the main activityBusiness Profile → Edit profile → Business category. Choose the most precise category, not a general one.
Secondary categories cover the other servicesAdd the categories that describe services you really offer, no more.
Name, address and phone are exactThe name is the real business name, without added keywords. The phone is the one you answer.
Opening hours and special hours are up to dateCheck the hours, and add special hours for public holidays.
The description explains what you do and whereUp to 750 characters: activity, services, area served, what sets you apart.
Services or products are listedEdit profile → Services: one line per service, with a short description.
Recent photos of real work and premisesAdd photos of the storefront, the team and real work. Add new ones regularly.
The website link works and leads to the right pageClick the website link on the profile and check where it lands.

Reviews 0/4

You have your Google review link at handBusiness Profile → Ask for reviews → copy the link. Make a QR code for the counter.
Reviews are asked for after each satisfied jobBy email, SMS or QR code, without ever offering a reward in exchange.
Every review gets a reply, including negative onesReply calmly and briefly, and offer to continue the conversation in private if needed.
Recent reviews existCheck the date of the latest reviews: a profile without recent reviews looks inactive.

Directories and citations 0/3

The business is listed in the main directories of its countryLook for the business in Apple Maps, Bing Places, Yelp and your country's main directories.
Name, address and phone are the same everywhereAn old address or old number on a directory sends mixed signals: correct it.
No duplicate listingsSearch the business name on Google Maps: there must be only one listing.

Tracking 0/4

The searches customers type are listedTrade + city, each service + city, “near me”, the nearby towns.
Positions are measured from several points of the areaA rank on Google Maps changes from one street to another: measure it on a grid, not from a single point.
The 3 main competitors are identifiedNote the businesses that appear first on Google Maps for your main search.
Presence in AI assistant answers is checkedAsk an AI assistant the questions your customers ask and note whether your business is mentioned.

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Check most of these points automatically

Locametra audits the website, reads the Google profile, checks directories, measures positions on a map and asks AI assistants your customers' questions. Each problem comes with step-by-step instructions to fix it.

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Questions

How long does a local SEO audit take with this checklist?

It depends on the size of the website and on how much you already know about the business. The website points usually take the longest.

Can I use this checklist with my clients?

Yes. Print it or show it on screen: it is free and doesn't require an account.

In what order should I fix the problems?

Start with what blocks visibility (site not indexed, unverified or inaccurate profile), then the Google profile, then reviews, then the website.