Local SEO audit: a checklist for your Google listing

This guide is for owners who want to know where their business stands in local search before paying anyone to fix it. Most of the checks fit into an afternoon and need nothing more than a phone and a laptop.

Short answer

A local SEO audit checks the things Google uses to rank local results: whether your Business Profile is complete and accurate, how your reviews look and whether you reply, whether your name, address and phone number match across other listings, and whether your website states your location and services clearly. Google ranks local results on relevance, distance and prominence. The audit should end with a short list of fixes, ordered by what customers see first.

Written by the KAEWOO team · Last reviewed 2026-10-31

Before you start

Open a private browser window so your own search history does not affect the results. Search for your business the way a customer would: by name, then by trade and area, such as "florist Leeds" or "dentist near me".

Write down what you see. You will compare it with the checks below.

Google Business Profile checks

The profile usually holds the most fixes that customers notice, so start here.

Is the profile claimed and verified, and do you know who owns it?
Is there a duplicate listing, for example one left over from an old address?
Is the business name exactly as it appears on your sign?
Is the primary category the most specific one available?
Are regular hours right, and are special hours set for the next holiday?
Are attributes and your menu or services filled in?
When did you last add a photo yourself?
Does the website link work and go to the right page?

Review checks

The last question here matters more than it looks. If five reviews in a row mention slow weekend service, no amount of listing work will outweigh that.

How many reviews came in over the last three months?
How does your average rating compare with the businesses that show above you?
Have you replied to recent reviews, especially low ratings?
Do reviews keep mentioning the same problem?

Other listings and consistency

Search your phone number in quotes. It will turn up most of the places your business is listed: Apple Maps, Yelp, Facebook, delivery apps and local directories.

Check that the name, address, phone number and hours match everywhere. Old addresses and dead numbers are common after a move or a change of owner.

Website checks

You don't need to be technical for these. Open your site on your phone and look.

Does the page title mention your trade and your town?
Are the address, phone number and hours on the page as text, not only inside an image?
Does the site load and read well on a phone?
If you use LocalBusiness structured data, does it match what the page shows?

Putting the fixes in order

Sort what you found into three groups: wrong information to fix this week, missing information to fix this month, and the rest. Wrong hours and a dead phone number cost you customers today. A missing attribute rarely does.

Check again a month later. The performance section of your profile shows calls, direction requests and website clicks, which tell you whether the changes are reaching people.

What KAEWOO does for you

KAEWOO's checkup runs these checks for you and adds a score out of 100 with fixes in order. Your first checkup is free for up to three shops when you sign up, and a subscription then carries out the fixes.

In-depth Checkup
Local rank tracking
Nearby competitor check
Update Google Business Profile
Monthly report

Get a checkup See plans and pricing

Free for up to 3 shops. Starts from your Google Maps listing.

FAQ

How often should I do a local SEO audit?

A full audit every three to six months, and a quick look at your profile every month. Do one straight away after a move, a name change or new opening hours.

Can I do a local SEO audit for free?

Yes. Your Google Business Profile, Google Search on your phone and a spreadsheet cover the basics. KAEWOO's first checkup is also free for up to three shops when you sign up.

What does KAEWOO's checkup look at?

You sign up and enter your shop's name or Google Maps link. KAEWOO reads your Google Business Profile, including hours, photos, owner updates and a recent sample of reviews with your replies. It checks where you appear on Google Maps for your category at a grid of points around you, compares you with top nearby competitors, and gives a score out of 100 with an action plan in priority order.

What is the score out of 100 for?

It rolls the checks into one number so you can see change over time. The list of fixes that comes with it, in order, is the part to act on.

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