How do you do a local SEO audit?

16 October 2026 · By John Carlsson

A local SEO audit checks your Google Business Profile and website against the three factors Google uses for local results: relevance, distance and prominence. Confirm the profile is verified, that address, hours, category and attributes are complete and accurate, review your ratings and replies, check photos and products, and make sure your site matches the profile. Google says you cannot pay for better local ranking.

What decides how a business ranks in local results?

Google names three factors for local results, and a sensible audit is built around them.

Relevance: how well a Business Profile matches what the person searched for. Detailed and complete information helps Google make that match.
Distance: how far the business is from the searcher. If the searcher has not shared a location, Google uses what it already knows about where they are.
Prominence: how well known the business is. Google says this draws on information such as the number of websites linking to the business and its reviews and ratings.

Google also states that there is no way to request or pay for a better local ranking, and that it keeps the details of its ranking algorithm confidential. An audit should therefore look at what you control, not at shortcuts.

Step 1: check verification and profile details

Start by confirming the Business Profile is verified. Google says verification shows you are authorised to represent the business and makes it more likely that the business appears in results.

Then go through each field and check it against reality:

Address, if customers visit the premises.
Opening hours, including special hours for holidays.
Primary business category, and whether it describes what you actually do.
Attributes such as parking, Wi-Fi or accessibility options.

Google says businesses with complete and accurate information are more likely to show up for relevant local searches, so gaps and out of date hours are worth fixing first.

Step 2: review your reviews and prominence

Next, look at the review section. Note how many reviews the business has, the overall rating and, just as important, whether the owner replies. Google says replying to customer reviews shows that you value their feedback, and that positive reviews and helpful replies can help a business stand out.

Prominence also reflects how the business is known on the wider web, including links to it. Note which reputable websites already link to the business, and check that those links point to the correct site.

Step 3: check photos, products and your website

Google suggests adding photos and videos so people can see what you offer. In an audit, check that images are current and show the premises, products or services accurately. Retailers in eligible countries and regions can also add in-store products, which may appear in local results with stock availability.

Your website is part of the picture too. Google supports LocalBusiness structured data, which can tell Google about details such as opening hours and departments and can help with knowledge panels in Search and Maps. The required properties are name and address, and recommended ones include telephone, url, geo and openingHoursSpecification. A cut down example:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Example Bakery",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "1 High Street",
    "addressLocality": "Example Town",
    "postalCode": "AB1 2CD",
    "addressCountry": "GB"
  },
  "telephone": "+44-1234-567890"
}
</script>

Check that the name, address and phone number in that markup match the Business Profile and the text people see on the page.

What a local SEO audit cannot change

Distance depends on where each searcher is, so the same business will rank differently in different parts of a town. That is expected, not a fault to fix. The audit is there to make sure relevance and prominence are as strong as the facts allow, and that nothing in the profile or on the website gives Google conflicting information.

Repeat the checks whenever something changes, such as new hours, a move or a new service, because Google says accurate and complete information helps the profile match relevant searches.

Sources

Frequently asked questions

Does LocalBusiness structured data replace a Google Business Profile?

No. LocalBusiness structured data lives on your own website and tells Google about details such as your name, address, opening hours and departments. Google says it can help with knowledge panels in Search and Maps. A Business Profile is managed separately, and Google's local ranking tips focus on keeping that profile verified, complete and accurate. The two should give the same information so they do not conflict.

Should a business reply to negative reviews?

Yes, it is worth replying. Google says replying to customer reviews shows that you value their feedback, and that positive reviews and helpful replies can help a business stand out. Reviews and ratings also feed into prominence, one of the three factors Google names for local results. Keep replies factual and polite, and use them to correct any misunderstanding about what the business offers.