Use this 30-point local SEO checklist to verify Business Profile eligibility, service-area truth, reviews, citations, local pages, calls, bookings, and qualified-lead measurement before expanding locations or content.
Reviewed 2026-07-21 · National guidance, Austin proof · By Sulayman Bowles
Browser checklist
30-point service-business local SEO audit
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01
The task and the failure mode
Built for: Local and service-area businesses that need an evidence-led review of profiles, website signals, reputation, and lead paths.
Local audits fail when profile tactics are separated from real operations, eligibility, accurate locations, useful landing pages, and qualified-lead evidence.
02
Workflow
01Document the real business model, eligible locations or service areas, ownership, and owner-approved public facts.
02Review Business Profile accuracy, categories, services, hours, photos, reviews, links, calls, and bookings.
03Inspect local and service pages for distinct usefulness, proof, canonical ownership, and crawlable connections.
04Reconcile priority citations and duplicate listings without fabricating locations or business records.
05Test each profile-to-lead path and report platform interactions separately from qualified outcomes.
03
Evidence to retain
Owner-verified name, address or service area, phone, hours, categories, managers, and profile identifiers.
Dated public profile, website, citation, review, phone, form, and booking observations.
Distinct local proof and accepted-inquiry evidence for every indexable market page.
Sample
Example finding: profile landing-page mismatch
Observed
The profile links to the homepage while the verified service and location have a stronger canonical owner.
Evidence
Public profile URL, final redirect target, landing H1, service area, and conversion path.
Decision
Use the approved canonical service or location page only when it matches the real profile scope.
Validation
Test the updated public link, campaign values, analytics landing session, and lead path.
05
Boundaries and caveats
Do not create profiles, listings, reviews, or location pages for businesses or places that are not real and eligible.
Local visibility varies with proximity, prominence, relevance, competition, and platform changes; no position is guaranteed.