Find Out What’s Holding Back Your Local Search Visibility
If your business isn’t appearing where you expect in Google Search or Google Maps, the first step is understanding why.
Erikson Media provides local SEO audits that examine your website, Google Business Profile, local search presence and competitive environment to identify problems and opportunities.
A local SEO audit provides a clear starting point for improving your broader Local SEO strategy.
What Is a Local SEO Audit?
A local SEO audit is a structured review of the factors affecting your visibility in local search.
Rather than making changes based on assumptions, we examine how your business currently appears to search engines and compare that presence with the businesses competing for the same customers.
The result is a prioritized roadmap showing what should be fixed, improved or developed.
What We Audit
The exact scope depends on the business, but a local SEO audit can include:
- Website structure
- Google Business Profile
- Google Maps visibility
- Keyword targeting
- Service pages
- Location pages
- Technical SEO
- Internal linking
- On-page optimization
- Reviews
- Local citations
- Backlinks and authority
- Competitor visibility
- Conversion paths
- Analytics and tracking
The objective is to evaluate the complete local search system rather than isolated ranking factors.
Website SEO Audit
Your website provides Google with important information about what your business does and the markets it serves.
We review the site’s architecture to determine whether those relationships are clear.
This can include examining:
Homepage → Services → Locations → Supporting Content
We also look for problems such as duplicate pages, weak content, poor internal linking, missing service coverage and multiple pages competing for the same search intent.
Businesses with broader website problems may also benefit from our WordPress Services.
Google Business Profile Audit
Your Google Business Profile plays a central role in local search.
We review the profile for accuracy, completeness and alignment with the business and website.
This can include:
- Primary category
- Secondary categories
- Business information
- Services
- Service areas
- Website links
- Hours
- Photos
- Reviews
- Profile configuration
Where improvements are required, they can be addressed through our Google Business Profile Optimization services.
Google Maps Visibility
Local rankings can vary significantly depending on where a search originates.
We assess how the business competes within its actual geographic market rather than relying entirely on a single ranking checked from one location.
This helps identify whether the challenge relates to relevance, location, prominence, competition or the overall strength of the business’s local search presence.
Learn more about our Google Maps SEO strategy.
Local Keyword and Search Intent Audit
A website can contain substantial content and still target the wrong searches.
We review the relationship between keywords, search intent and existing pages to determine whether important services and locations are properly represented.
We also look for keyword cannibalization, where multiple pages compete for substantially the same search intent.
When deeper research is required, our Local Keyword Research service can establish a more complete keyword ownership map.
Service and Location Page Review
Local businesses often need pages covering multiple services, locations or combinations of the two.
However, creating large numbers of similar pages without a clear strategy can produce thin content, duplication and unnecessary competition within the website.
We review whether each page has a distinct purpose and whether the overall architecture supports the business’s search opportunities.
For companies operating across several legitimate locations, our Multi-Location SEO services address this architecture in greater depth.
Technical SEO Review
Technical problems can prevent otherwise useful content from performing properly.
Depending on the website, we may review:
- Indexation
- Crawlability
- XML sitemaps
- Robots directives
- Canonical URLs
- Redirects
- Broken links
- HTTPS
- Mobile usability
- Page performance
- Structured data
- Duplicate content
The objective is to identify technical issues that materially affect the website rather than generating a long checklist of low-priority warnings.
Reviews and Reputation
Customer reviews are important both to prospective customers and to the overall local search presence of a business.
We assess the existing review profile, review velocity, competitor landscape and the process the business uses to request and respond to customer feedback.
Where a stronger process is needed, our Review Management services can help establish one.
Local Citation Audit
Incorrect or inconsistent business information across online directories can create unnecessary confusion.
We review important local listings and identify inconsistencies, duplicates or missing opportunities where relevant.
Our Local Citation Building services can then address priority listings rather than relying on indiscriminate directory submissions.
Competitor Analysis
Local SEO performance only makes sense in relation to the businesses competing for the same searches.
We examine competitors to understand differences in:
- Website architecture
- Content coverage
- Google Business Profiles
- Reviews
- Local authority
- Backlinks
- Search visibility
The goal isn’t to copy competitors. It is to understand what Google is currently rewarding within the market and identify where your business can build a stronger presence.
From Audit to Action Plan
An audit has limited value if it produces hundreds of observations without explaining what to do next.
We prioritize findings according to their likely impact and the effort required to address them.
The resulting roadmap typically follows:
Critical Problems → Foundational Improvements → Search Opportunities → Authority Building → Measurement
This gives the business a practical sequence for improving its local search presence.
Measuring Leads, Not Just Rankings
Local SEO ultimately needs to contribute to customer acquisition.
We therefore look beyond rankings where appropriate and examine whether the website has the systems required to measure calls, forms and other enquiries.
Our Lead Tracking Services can provide additional visibility into how search traffic becomes actual business opportunities.
Request a Local SEO Audit
If your business isn’t performing as well as expected in Google Search or Maps, a local SEO audit can identify the highest-priority problems and opportunities before additional resources are invested.
Explore our complete Local SEO Services or request a quote to discuss your local SEO audit.