How to do a Local SEO website audit - Gmbradar

Conducting a local SEO website audit for a site is essential for improving its visibility in local search results. A comprehensive audit helps identify areas of improvement, ensuring that the website is optimized for local search queries and can attract more local customers. This process involves analyzing various aspects of the website and its online presence, including keywords, on-page SEO, Google Business Profile, reviews, local listings, content, technical SEO, backlinks, and competitor strategies. Systematically addressing these areas can enhance the site's performance, increase traffic, and drive more business from local searches. To analyze all the criteria, the best local SEO tool


Conducting keyword research and analyzing SERPs (Search Engine Results Pages) is critical to a local SEO website audit. Here’s a detailed approach:

  1. Identify Relevant Keywords: Use tools like Google Keyword Planner, Ahrefs, Moz, or SEMrush to find relevant keywords for your business. Focus on long-tail keywords and local-specific phrases that potential customers in your area might use.

  2. Analyse Search Volume and Competition: For each keyword, check the search volume and the level of competition. Prioritise keywords with a high search volume and low to medium competition to maximize your chances of ranking well.

  3. Consider User Intent: Understand the intent behind the keywords. Are users looking for information, wanting to purchase, or searching for a local service? Align your content to match these intents to attract the right audience.

  4. Localize Your Keywords: Incorporate geographical modifiers (like city names, neighborhoods, or landmarks) into your keywords. This helps in attracting local traffic. For example, instead of just “SEO services,” use “SEO services in Austin.”

  5. Analyse Competitors’ Keywords: Identify which keywords your local competitors rank for. Use tools like Ahrefs or SEMrush to uncover these keywords. This can provide insights into gaps and opportunities in your keyword strategy.

  6. Check SERP Features: Look at the current SERP features for your target keywords. This includes local packs, featured snippets, knowledge panels, and other elements. Understanding these can help you optimize your content to appear in these features.

  7. Monitor Your Rankings: Regularly track your keyword rankings to see how well your site performs in the local search results. Use tools like Moz Pro, Ahrefs, or SEMrush to monitor your position for your targeted keywords.

  8. Optimise On-Page SEO: Ensure your keywords are naturally incorporated into your on-page elements, such as title tags, meta descriptions, headers, and content. Avoid keyword stuffing; instead, focus on providing valuable, relevant content.

  9. Use Structured Data: Implement structured data markup ( to help search engines understand your content better and improve your chances of appearing in local SERP features.

  10. Content Creation: Create high-quality, locally focused content that addresses the needs and interests of your target audience. This could include blog posts, guides, local news, and other relevant information.

Following these steps, you can develop a robust keyword strategy that enhances your local SEO efforts and improves your visibility in local search results.

Google My Business(GMB)

Optimizing your Google My Business(GMB) is crucial for enhancing your local SEO and attracting more customers to your business. Here’s a detailed approach:

  1. Claim and Verify Your Profile: If you haven’t already, claim your Google Business Profile. Follow the verification process to ensure Google recognizes your business as legitimate. This might involve receiving a postcard with a verification code, a phone call, or an email.

  2. Complete Your Business Information: Ensure all your business information is complete and accurate. This includes:

    • Business Name: Ensure it matches your business name as it appears on your website and other listings.

    • Address: Enter your physical address accurately. If you serve customers at their location, specify your service area.

    • Phone Number: Use a local phone number rather than a toll-free number to boost local relevance.

    • Website: Add your URL to drive traffic and improve your online presence.

    • Business Hours: Keep your hours updated, including special hours for holidays and events.

    • Category: Choose the most appropriate primary and secondary categories for your business to help Google match your profile with relevant searches.

  3. Add High-Quality Photos and Videos: Upload high-quality images and videos that showcase your business. This includes:

    • Profile and Cover Photos: Use high-resolution images that represent your brand.

    • Interior and Exterior Photos: Show customers what they can expect when they visit.

    • Product/Service Photos: Highlight critical products or services to attract interest.

    • Videos: Short videos can engage customers and provide a more dynamic view of your business.

Free Local SEO rank checker

  1. Write a Compelling Business Description: Craft a concise and engaging business description. Highlight your unique selling points, services, and mission. Ensure this section is informative and keyword-rich to help with search visibility.

  2. Collect and Respond to Reviews: Encourage satisfied customers to leave positive reviews. Regularly monitor and respond to reviews, both positive and negative. Responding promptly shows customers you value their feedback and are committed to excellent service.

  3. Use Google Posts: Regularly update your profile with Google Posts. These can include announcements, offers, events, and product updates. Google Posts can boost your profile’s engagement and provide fresh content for potential customers.

  4. Enable Messaging: Turn on the messaging feature to allow customers to contact you directly through your Google Business Profile. Respond promptly to inquiries to improve customer satisfaction and engagement.

  5. Utilise Attributes: To provide additional information to potential customers, add relevant attributes to your profile, such as “Wheelchair Accessible” or “Free Wi-Fi.” These attributes can help you stand out in searches.

  6. Monitor Insights: Use Google's insights to track how customers interact with your profile. This includes how they found your profile, their actions (calls, website visits, directions), and the performance of your photos and posts.

  7. Keep Information Updated: Regularly review and update your Google Business Profile to ensure all information is current and accurate. This includes changes to business hours, services offered, and contact information.

Optimizing your Google Business Profile can significantly enhance your local SEO efforts and attract more customers to your business.

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