Most local businesses struggle to get found online, even when they offer great services. The problem isn’t always the product, but poor local visibility. If your competitors keep showing up while you don’t, it’s time to run a local SEO audit and uncover what’s holding you back.
To conduct a local SEO audit, begin by verifying the accuracy and optimization of your Google Business Profile. Ensure your NAP (Name, Address, Phone) is consistent across all directories and your website targets local keywords.
Review on-page SEO, mobile usability, local content, backlinks, and online reviews to strengthen your local presence.
In this article, we’ll walk you through a complete local SEO audit checklist to help your clinic rank higher, get noticed, and attract more local clients.
How to Do a Local SEO Audit: 10 Steps to Rank Fast
Want to show up first when someone searches “laser hair removal near me”? Then your Local SEO needs to be spot on. Local SEO helps your clinic appear in nearby search results, where real clients are already looking.
In this guide, we’ll walk you through how to audit your clinic’s local SEO step-by-step. From optimizing your Google Business Profile to enhancing reviews and backlinks, everything here is designed to help you grow your bookings and outperform local competition.
Check Google Business Profile (GBP) Optimisation
Your Google Business Profile is the heart of local SEO. A fully optimised profile can increase calls, visits, and bookings directly from search.
Make sure your profile:
- It is claimed and verified with your official Google account
- Shows consistent business name, address, and phone number (NAP)
- Uses accurate categories like “Laser Hair Removal Service”
- Includes a keyword-rich business description
- Has high-quality photos or videos of your clinic and services
- Displays correct opening hours
- Features client reviews that you regularly respond to
NAP Consistency Across Directories
Search engines verify that your business information is consistent across the internet. Any discrepancy in your NAP can negatively impact your local rankings.
Check your NAP across platforms like:
- Yelp, Bing Places, Apple Maps
- Industry directories like Treatwell or RealSelf
- Local chamber of commerce websites
Local Keyword Targeting
Are you using the right keywords for your area? Local keywords help search engines connect your services with nearby searches.
Check for local keywords in:
- Page titles, H1 headers, and meta descriptions
- Your homepage and key service pages
- Your GBP business description and weekly posts
Good keywords often include your city or area + your service, like “laser hair removal in Reading.”
Website On-Page Local Optimisation
A well-structured website makes it easier for Google and potential clients to find your services locally.
Your site should include:
- Location-based landing pages for each clinic branch
- An embedded Google Map showing your location
- Local business schema markup so search engines understand your address
- Clear calls to action like “Call our Reading clinic today” with local contact info
Mobile-Friendliness and Site Speed
Most local searches happen on mobile. If your site loads slowly or doesn’t look right on a phone, users may leave fast.
To improve performance:
- Make sure your site is mobile responsive
- Keep load time under 3 seconds.
- Test with Google PageSpeed Insights or GTmetrix
Local Content Audit
Creating helpful, location-specific content not only supports SEO it also builds trust with your audience.
Review your blog and FAQs:
- Do you have blog posts targeting your city or area?
- Are you using “near me” or “service + city” keywords?
- Are images geotagged or named with local terms (e.g., “laser-treatment-reading.jpg”)?
Review Profile and Strategy
Reviews are one of the top-ranking factors in local SEO. A healthy review strategy builds trust and signals authority.
Consider:
- How does your Google review volume compare to local competitors
- How recent and frequent your reviews are
- Whether you have a system to ask clients for reviews
- Whether you’re responding to every review, especially negative ones
Local Link Building
Search engines look at who’s linking to your site. Local backlinks tell Google you’re a trusted part of your community.
Seek links from:
- Local newspapers or blogs featuring your clinic
- Sponsorships, charity events, or community partnerships
- Local industry-specific sites (e.g., skincare, wellness, beauty)
Social Media Local Signals
Your social media should support your local SEO by showing you're active in your area.
Make sure your profiles:
- Are up-to-date with your NAP info
- Include location tags in posts and Stories
- Show engagement from local users (likes, comments, check-ins)
Track Local Rankings and Performance
Finally, don’t just guess what’s working track it. Use local SEO tools to measure growth and spot problems early.
Monitor with:
- Google Search Console to view clicks and impressions by city
- Tools like BrightLocal or Local Falcon to track map pack rankings
- UTM tracking links in your Google Business Profile to see which clicks lead to bookings
Conclusion
A solid local SEO audit is the foundation of growing your visibility and client base in your area. Whether you're just starting or have been around for years, these steps help you stay ahead of the competition.
Ensure your Google Business Profile is up to date, your website is fast and mobile-friendly, and your reviews and backlinks demonstrate your trustworthiness locally. Local SEO isn't just a one-time task; it’s an ongoing part of building a successful clinic.
FAQs
It helps identify gaps in your local presence so your clinic appears in more relevant searches. This means more traffic, trust, and bookings.
Every 3 to 6 months is ideal, or anytime you open a new location or make big website changes.
Yes. Google uses both review quality and quantity as ranking signals for local listings.
You can start the basics yourself, but for deeper fixes like schema markup or backlink building, an SEO expert can help.
