A free local SEO audit lets you check the basics yourself in about 30 minutes, before you pay for any local SEO work. It covers the things that decide whether people find your business and call it.
Use this free local SEO audit as a checklist. Each step tells you what to look for and why it matters.
1. Google Business Profile
- The primary category is the most specific one for your main service
- Hours, phone number and website link are correct
- You have at least 10 photos of real work, updated in the last 3 months
- Reviews are answered, including the bad ones
A profile with the wrong category or missing details gives Google less to match to a search, which can hurt your place in the Map Pack. Google says local results are based mainly on relevance, distance and prominence, and its profile guidelines ask you to choose the fewest categories that describe your core business.
2. Name, address and phone consistency
Search your business on 5 directories: your own site, Yelp, Facebook, Apple Maps and one local directory. The name, address and phone should match exactly. Small differences like “St” and “Street” can split your trust signals.
3. Service pages
Check your homepage and service pages. Each main service should have its own page with a clear title and H1, for example “Water Heater Repair in [Your City]”. A single “services” page cannot rank for every service you offer.
4. Titles and descriptions
Search for your main service and your city. Look at your page title and description in the results. Is the service in the title? Does the description give a reason to click? You can preview both before you publish with our free SERP checker.
5. Mobile speed and the call button
Open your site on a phone. Can you call the business in one tap? Does the page load in under 3 seconds? Slow pages and hidden phone numbers lose calls even when the rankings are good.
6. Reviews
Count your reviews and check the date of the latest one. A business with no new reviews in 3 months looks less active. Ask recent customers for a review in their own words. Reviews that naturally name the service and the area help future customers more than a generic rating.
7. Local content
Do you have a page or post for each area you serve? Thin pages with only a city name rarely rank. Each page needs real details about the area and the service there.
Common mistakes in a free local SEO audit
- Checking only the homepage. Most local leads come from service and city pages. Check at least one page for each main service.
- Ignoring the mobile view. Most local searches happen on phones. Check the page on your phone, not only on a laptop.
- Trusting your own search results. Google personalises results by location and history. Use an incognito window and search from a location near your customers, or check the performance data in your Business Profile instead.
- Counting reviews only by number. A review that names the service and area is more useful than a generic five-star rating.
Free tools that help with the check
You do not need paid software to start a free local SEO audit. Google Search Console shows which queries bring clicks. The performance data in your Google Business Profile shows calls and direction requests. PageSpeed Insights shows how fast a page loads on mobile. A free SERP preview shows how your title and description will look before you publish them.
How to track progress over 90 days
Write down your baseline today: number of profile photos, number of reviews, the title of your main service page, and the number of calls last month. Repeat the same free local SEO audit every 30 days. Changes in these numbers show whether your work is moving the business, even before rankings change.
Small wins count. A new photo set, a clearer service title or a faster mobile page can change the number of calls within weeks, while rankings for competitive terms can take months.
What a paid local SEO audit should add
A free local SEO audit finds the basics. A paid audit should add:
- Your real Search Console and Analytics data, not guesses
- Your competitors in the Map Pack and what they do better
- Problems listed with their impact on calls and enquiries
- A priority order, so you know what to fix first
If you want that check, see our SEO audit service. For local business pages, read our local SEO for home services guide.
How to know if a local page is working
A local service page is working when it gets calls or form enquiries, not only impressions. Look at three signals: the number of people who view the page from your target area, the share of visitors who tap the phone number or submit the form, and the number of jobs that come from those visitors. If the page gets views but no actions, check the first screen on a phone. The phone number, the service and the area should be visible without scrolling.
Simple free local SEO audit checks you can repeat monthly
- Search your main service and city and note your position in the Map Pack.
- Check that your profile has the same name, address and phone as your website.
- Count the new reviews and reply to each one within two days.
- Check that your service pages still load quickly on a phone.
FAQ
Is a free local SEO audit enough?
It finds the basics. It cannot show your real data or competitor details, so use it as a starting point.
How often should I run a free local SEO audit?
Every 3 months is a good routine, and after any big change to your website or profile.
What should I fix first?
Google Business Profile category, phone visibility on mobile, and the service page title for your main service. These usually bring the fastest change.