local-seo-audit

Local SEO Audit

Perform comprehensive local SEO audits covering Google Business Profile (GBP) optimization, NAP (Name, Address, Phone) consistency, local citations, review signals, and local pack ranking factors. Generate actionable reports with prioritized fixes.

---

Core Workflow

Phase 1 — Information Gathering

Collect the following from the user before starting:

1. Business name and primary location (city/state/country)
2. Google Business Profile URL or business name as it appears on Google
3. Website URL
4. Primary service area (radius or specific cities)
5. Target keywords (3-5 main local search terms)
6. Top 3 local competitors (optional — can be researched)

If the user provides a website URL, use web search and browsing tools to gather publicly available data.

Phase 2 — GBP Profile Analysis

Evaluate the Google Business Profile against these criteria:

Factor	Check	Priority
Business name	Matches real name, no keyword stuffing	Critical
Primary category	Most specific relevant category selected	Critical
Secondary categories	All relevant categories added (max 9)	High
Description	750 chars, keywords natural, CTA included	High
Address	Complete, matches website exactly	Critical
Phone	Local number, matches website	Critical
Hours	Complete, including special hours	Medium
Photos	Min 10 photos, cover + logo + interior/exterior	High
Posts	Active within last 7 days	Medium
Q&A	Seeded with common questions + answers	Medium
Reviews	Response rate, avg rating, keyword presence	High
Services/Products	All listed with descriptions	Medium
Attributes	All relevant attributes enabled	Low

Phase 3 — NAP Consistency Audit

Check NAP consistency across these sources (use web search):

• Website (header, footer, contact page)
• Google Business Profile
• Major directories: Yelp, Facebook, Apple Maps, Bing Places
• Industry-specific directories
• Local chamber of commerce or associations

Flag any variations in:

• Business name spelling/formatting
• Address format (St vs Street, Suite formatting)
• Phone number format
• Website URL (www vs non-www, http vs https)

Phase 4 — On-Site Local SEO Factors

Analyze the website for local optimization:

1. Title tags — city + service in homepage and key pages
2. Meta descriptions — local intent signals
3. H1 tags — local keyword presence
4. Schema markup — LocalBusiness or relevant subtype present
5. NAP on site — consistent, crawlable (not in images)
6. Local landing pages — dedicated pages per service area
7. Embedded map — Google Maps embed on contact page
8. Internal linking — location pages linked from nav/footer
9. Mobile responsiveness — critical for local search
10. Page speed — Core Web Vitals passing

Phase 5 — Review & Reputation Signals

Analyze review profile:

• Total review count vs top 3 competitors
• Average star rating
• Review velocity (reviews per month)
• Review recency (last review date)
• Owner response rate and quality
• Keyword mentions in reviews (organic)
• Negative review patterns (recurring issues)

Phase 6 — Report Generation

Produce the final audit report using the template in references/audit-report-template.md. Structure:

1. Executive Summary — overall local SEO health score (0-100)
2. Critical Issues — must fix immediately (red)
3. High Priority — fix within 2 weeks (orange)
4. Medium Priority — fix within 30 days (yellow)
5. Low Priority — optimize when possible (green)
6. Competitive Snapshot — how the business compares locally
7. Action Plan — prioritized task list with estimated impact

Scoring System

Calculate the health score by weighting:

Category	Weight
GBP Completeness	25%
NAP Consistency	20%
On-Site Local SEO	20%
Reviews & Reputation	20%
Local Content & Links	15%

Each category scored 0-100, then weighted for final score.

---

Additional Resources

Reference Files

• references/audit-report-template.md — Full audit report template with scoring rubric
• references/gbp-optimization-checklist.md — Detailed GBP optimization guide with all fields and best practices

Scripts

• scripts/nap-checker.py — Python script to check NAP consistency across provided URLs