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Local SEO

Local SEO Audit SOP: Step-by-Step

An end-to-end SOP for a local SEO audit, from intake to prioritized report.

CBConsoleBoard Editorial Team📅 Published October 1, 2026⏱ 12 min read

This standard operating procedure walks through a local SEO audit from intake to report. It pairs with the Local SEO Audit SOP template (downloadable in a future release) and the Monthly Local SEO Reporting Checklist. Follow the steps in order the first time; experienced auditors may reorder, but every step should still be addressed.

Objective and scope

Produce an evidence-based audit that identifies the highest-impact issues for a local business, prioritized by effort and expected effect. The audit covers foundation, website, Business Profile, and authority. It does not cover paid search.

Required inputs

  • Access to the website CMS or source
  • Owner or manager access to the Google Business Profile
  • Verified Google Search Console property for the domain
  • The business's service area and primary services

Procedure

  1. 1Confirm business data

    Record the official name, address, phone, website, and service areas. These become the canonical NAP every other asset must match.

  2. 2Audit the Business Profile

    Check primary category, secondary categories, service areas, hours, photos, posts, and review responses. Flag any mismatch with the website NAP.

  3. 3Crawl the website

    Crawl for indexable URLs, title/meta uniqueness, canonicals, broken links, and redirect chains. Identify duplicate or thin location pages.

  4. 4Validate structured data

    Confirm LocalBusiness schema is present, valid, and consistent with the Business Profile. Use Google's Rich Results test.

  5. 5Review Search Console

    Read performance (impressions, clicks, CTR, position), coverage, and enhancements. Note queries with high impressions and low CTR as opportunities.

  6. 6Assess authority

    Review citations for NAP consistency, the link profile for low-quality or unnatural links, and review velocity for signs of manipulation.

  7. 7Prioritize findings

    Score each finding by effort (low/medium/high) and expected effect (low/medium/high). Recommend the high-effect, low-effort items first.

  8. 8Write the report

    Present findings with evidence (screenshots, Search Console data), a prioritized action list, and a measurement plan. Use non-causal language for outcomes.

Outputs

  • A prioritized findings document with evidence
  • A 30/60/90-day action plan
  • A measurement plan with baseline metrics

Limitations

An audit is a point-in-time snapshot. Rankings, indexation, and link profiles change continuously. Re-audit quarterly or after any major site change. Audit findings do not predict ranking outcomes — they identify risk and opportunity.

Primary sources