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All lessons in Local SEO Lesson 10.2 of 61

Module 1: Introduction to Local Search

  1. 1.1What is local search marketing?
  2. 1.2How does Google local search work?
  3. 1.3Google Search vs. Google Maps: what's the difference?
  4. 1.4How does Google determine local rankings?
  5. 1.5What is the local search customer journey?

Module 2: Google Business Profile

  1. 2.1How to set up a Google Business Profile
  2. 2.2How to verify a Google Business Profile
  3. 2.3How to choose the right business categories
  4. 2.4How to optimize business information and services
  5. 2.5How to add photos, videos, products, and updates
  6. 2.6How to manage multiple locations in Google Business Profile
  7. 2.7Service-area businesses vs. storefronts

Module 3: Local Keyword Research and Search Intent

  1. 3.1How to find local keywords
  2. 3.2City, neighborhood, and service-based keywords
  3. 3.3Understanding near me searches
  4. 3.4Transactional vs. informational local intent
  5. 3.5How to research local competitors and keywords
  6. 3.6How to map keywords to locations and services

Module 4: Local Landing Pages and Website Optimization

  1. 4.1How to create location landing pages
  2. 4.2How to optimize local service pages
  3. 4.3How to write location-relevant titles and content
  4. 4.4How to build location and service page architecture
  5. 4.5How to avoid duplicate and thin location pages
  6. 4.6Local business schema and structured data
  7. 4.7How to keep your website and Business Profile consistent

Module 5: Reviews and Reputation Management

  1. 5.1Why do reviews matter for local businesses?
  2. 5.2How to build a customer review generation process
  3. 5.3How to respond to positive and negative reviews
  4. 5.4How to handle fake or policy-violating reviews
  5. 5.5Review policies and ethical reputation management
  6. 5.6How to monitor review trends and customer sentiment

Module 6: Local Citations and Business Listings

  1. 6.1What are local citations?
  2. 6.2Name, address, and phone number consistency
  3. 6.3How to find relevant business directories
  4. 6.4How to create and update business listings
  5. 6.5How to identify duplicate and incorrect listings
  6. 6.6Industry-specific and local directory opportunities

Module 7: Local Authority and Competitive Visibility

  1. 7.1How to analyze local search competitors
  2. 7.2How to earn local links through community partnerships
  3. 7.3Local sponsorships, organizations, and media
  4. 7.4How to build local brand recognition
  5. 7.5How to evaluate competitor reviews and business profiles
  6. 7.6How to identify local visibility gaps

Module 8: Local Search Tracking and Reporting

  1. 8.1How to track local rankings across geographic areas
  2. 8.2Understanding Google Business Profile performance
  3. 8.3How to measure calls, website visits, and direction requests
  4. 8.4How to track local leads and conversions
  5. 8.5How to use Google Search Console and Analytics for local SEO
  6. 8.6How to create local search performance reports

Module 9: Local Search Strategy by Business Type

  1. 9.1Local search for restaurants and retail stores
  2. 9.2Local search for service-area businesses
  3. 9.3Local search for professional services
  4. 9.4Local search for healthcare and other regulated industries
  5. 9.5Local search for multi-location businesses
  6. 9.6Local search for new and small businesses

Module 10: Local Search Audits and Practical Projects

  1. 10.1How to conduct a local search audit
  2. 10.2How to audit a Google Business Profile
  3. 10.3How to check local landing pages and citations
  4. 10.4How to evaluate reviews and competitor visibility
  5. 10.5How to build a prioritized local search action plan
  6. 10.6How to create a 30-day local search improvement plan

How to audit a Google Business Profile

In this lesson

  • What to check in a profile audit
  • How to spot guideline problems
  • How to compare with competitors
  • How to record profile fixes

Short answer

To audit a Google Business Profile, check ownership and access, the business name, primary and additional categories, address or service area, hours, phone, website link, description, services, products, attributes, photos, updates, reviews, and suggested edits. Compare each item with top competitors, flag guideline risks, and record every fix in your audit sheet.

The profile checklist

Work through each item and mark it okay, needs work, or risk.

Ownership

  • Is the business the primary owner?
  • Are old staff or agencies removed?

Core details

  • Business name matches signage, with no extra keywords
  • Primary category is the most specific fit
  • Additional categories are relevant
  • Address or service area is correct for the business type
  • Map pin is accurate
  • Phone works and matches the website
  • Website link goes to the right page, with UTM tags

Content

  • Description is clear and within the rules
  • Hours and special hours are correct
  • Services and products are complete
  • Attributes are set

Activity

  • Photos are recent and cover exterior, interior, team, and products
  • Updates posted in the last month
  • Reviews replied to, with a good response rate

Check suggested edits

Open the profile in Business Profile Manager. Look for suggested edits from Google. Accept correct ones and reject wrong ones.

Flag guideline risks first

Guideline risks can lead to suspension:

  • keywords or locations added to the name
  • a virtual office address
  • a shown address for a business customers do not visit
  • fake or incentivized reviews

Fix these before anything else.

Compare with competitors

Put your profile next to the top three competitors. Note where they have more categories, services, photos, or reviews.

Record each gap as a finding in your audit sheet.

Try it

Sort each audit finding.

Is this a guideline risk or an improvement opportunity?

  • Business name includes 'Best Dentist Legazpi'

  • Only five photos, all from 2021

  • Virtual office used as address

  • No services listed

Quick quiz

1. What should you fix first?
2. Where do you review suggested edits?
3. What is the most common profile problem?

Common mistakes

  • Skipping ownership checks. Lost access blocks every fix.
  • Ignoring suggested edits. Wrong edits may go live.
  • Auditing without competitors. You miss what the market expects.

Your action

Audit the profile of your chosen business. Your progress saves on this device.

Key terms

Profile audit
A detailed check of every Business Profile field and activity.
Guideline risk
Anything that may break Google's rules, like keywords in the name.
Suggested edits
Changes Google or users propose to your profile.
Completeness
How many relevant fields are filled in.
Activity
Recent photos, updates, and review replies.

Questions beginners ask

What is the most common profile problem?

Wrong or broad primary categories, followed by missing services and outdated hours.

Should I fix guideline risks first?

Yes. Problems like keyword-stuffed names can lead to suspension.

How do I see suggested edits?

Business Profile Manager shows pending updates from Google that you can accept or reject.

Related lessons

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