Local SEO Audit

Show up where it matters most: in your local customers’ search results.

If you serve customers in specific towns, regions, or service areas, Local SEO is non-negotiable. It’s how you get found in the Google Map Pack, on Google Search when a query is deemed to be a “local” search result and Bing Places, and across the local directories your customers actually use. Our Local SEO Audits & Management service gives SMEs clean, consistent business data (NAP), optimised profiles, and conversion-focused local landing pages—so more nearby customers call, click, and visit.

Why Local SEO matters for SMEs

When someone searches “service + near me,” Google and Bing prioritise businesses with:

• Accurate, consistent NAP (Name, Address, Phone) across the web.
• Optimised business profiles (categories, services, photos, reviews, posts).
• Relevant, well-structured local landing pages that match the searcher’s intent.

Without that foundation you risk lost visibility, map pack invisibility, and misdirected calls (even if you’re the best option locally).

What you get from Zaddle

• Executive Summary: What’s helping/hurting local visibility, plus a prioritised action plan.
• Full NAP Audit & Clean-Up Plan: Duplicates, inconsistencies, and missing listings identified, with step-by-step fixes.
• Directory Listings Management: Creation/claiming, corrections, and ongoing sync across key sites.
• Google Business Profile (GBP) Setup / Optimisation: Categories, services, attributes, photos, products, posts, UTM tracking, and conversion features (calls, messages, bookings).
• Microsoft Bing Places Setup / Optimisation: Matching structure to GBP (and platform-specific enhancements).
• Local Web Landing Pages: Bespoke, SEO-friendly pages for target towns/cities/service areas built to convert.
• Review & Reputation Framework: Templates, process, and policy to earn more high-quality reviews (and respond well).
• Measurement Pack: GA4 events, call tracking recommendations, UTM standards, and a Looker Studio local performance dashboard.
• Ongoing Management (optional): Monthly updates to profiles, posts, Q&A oversight, listing hygiene, and reporting.

Deep-dive: What we audit (in detail)
1) NAP consistency & citations

• Canonical Name, Address, Phone, Website across your website, GBP, Bing Places, and major directories.
• Duplicate/near-duplicate profiles, old addresses, tracking numbers, and franchise conflicts.
• Primary vs. alternate phone numbers; call-tracking best practice without breaking NAP.
• Data sources and aggregators (where relevant); suppression/merge recommendations.

2) Google Business Profile (GBP)

• Core setup: Primary/secondary categories, service list, description, opening hours, holiday hours, attributes.
• Conversion features: Calls, messages, bookings/quote requests, menus/services lists, products.
• Visual trust: Photos, logo, cover image, video; image guidelines; geotagging stance; posting cadence.
• Engagement: Posts (offers, updates, events), Q&A seeding and response process, review strategy (request, respond, report).
• Tracking: UTM parameters for website buttons, products, and posts; call logging alignment.
• Advanced: Service-area business vs. storefront handling; multi-location hierarchies; practitioner/department listings.

3) Microsoft Bing Places for Business

• Profile claim/sync with GBP where helpful; manual checks for mismatches.
• Category alignment, services, photos, attributes; publication checks.
• Tracking and insights review; integration with your analytics.

4) Local landing pages (website)

• Structure: One page per location/service area where demand justifies it (no thin “cookie-cutter” pages).
• Content: Unique intro, services offered in that area, pricing/turnaround where appropriate, local proof (case studies, testimonials), FAQs, and driving-direction snippets to key landmarks.
• UX & conversion: Prominent phone/CTA, embedded Google Map, click-to-call, schema-marked NAP, and trust badges.
• Technical: Internal linking from service → location and location → service; clean URLs; crawlability; page speed.
• Schema: LocalBusiness / relevant subtype, Service, FAQPage, and Review where appropriate.

5) Reviews & reputation

• Request timing, templates, and channels (email/SMS/QR at point of service).
• Policy for handling negatives; escalation path; public response guidelines.
• Highlighting reviews on local pages and profiles (ethically and within platform rules).

6) Measurement & reporting

• GA4 event/conversion setup (click-to-call, email clicks, map clicks, quote request, appointment).
• UTM conventions for GBP/Bing buttons and posts to separate local profile traffic.
• Optional call tracking with number-pool masking that preserves NAP consistency.
• Monthly Looker Studio report: map pack impressions where available, profile interactions, page metrics, leads, and revenue proxy.

Our Local SEO workflow

1. Discovery: Service areas, priority locations, competition, capacity, seasonality, current profiles.
2. Audit & Evidence: NAP scan, listing inventory, profile screenshots, SERP checks (map pack + organic), local content review.
3. Fix & Optimise: Correct NAP, claim/merge listings, optimise GBP/Bing Places, build/enhance local landing pages.
4. Reputation & Content: Activate review engine; publish posts/offers; seed/curate Q&A; add local case studies.
5. Track & Improve: Implement GA4/UTMs; monitor insights; iterate categories/services, posts, and page content.
6. Manage (ongoing): Monthly hygiene, updates, promotions, photo refresh, reporting, and roadmap.

Common issues we fix (fast, high impact)

• Multiple or unclaimed profiles causing ranking dilution.
• Old phone numbers/addresses lingering on directories.
• Wrong primary category (the #1 local ranking lever).
• Missing services/attributes, thin descriptions, or poor photos killing conversions.
• Local pages that are duplicate/thin and don’t rank—or rank but don’t convert.
• No UTMs on profile links → “Direct” traffic bloat and lost attribution.
• Reviews unmanaged: great work done, but no social proof online.

Multi-location & service-area businesses

• Location page templating with unique content by city/town and service set.
• Hub & spoke internal linking from “Locations” → each location → relevant service.
• Storefront vs. Service-Area Business rules; radius and city lists handled without spam.
• Role-based access for local managers (reviews, posts) with governance.

Why SMEs choose Zaddle

• 18+ years improving local visibility for SMEs across trades, healthcare, professional services, hospitality, and more.
• 11+ years setting up and improving Google Business Search Profiles (formerly Google My Business Profiles)
• Action over theory: We fix what moves you into the Map Pack and improves call volume.
• Transparent management: Clear priorities, before/after evidence, and simple reporting you can trust.
• Built to convert: We optimise for leads and revenue, not just rankings.

FAQs For Local SEO

Do we need separate pages for every town?
Only where demand and uniqueness justify it. We’ll advise a sustainable structure to avoid thin, duplicate pages.

Can we use call tracking without breaking NAP?
Yes—use a tracking number on your website while keeping your canonical number in GBP/Bing and schema. We’ll set this up correctly.

How fast will we see results?
Local fixes often deliver early gains (weeks), but competitive markets take longer. We’ll set expectations by location and category.

What if we moved premises?
We’ll run a full clean-up: update GBP/Bing, push corrections to major directories, and handle duplicates and signage/photos.

Ready to win your local market?

Let’s clean up your data, optimise your profiles, and turn local searches into phone calls and bookings.

Let’s talk. Get in touch about Local SEO Audits & Management today.