As a small business owner, having a solid digital presence is essential to compete in today’s market. SEO isn’t just for big brands—small businesses need to optimize their digital footprint to attract local customers and grow. When performing an SEO audit for a small business, there are specific areas to focus on that can make a significant difference in your online visibility. This guide will cover the most critical aspects of a small business SEO audit, including optimizing Google My Business, appearing on Google Maps and Apple Maps, and preparing your site for voice search.

A comprehensive audit ensures that every aspect of your online presence is optimized for search engines, enabling your small business to compete effectively in local search results. Let’s dive into the essential areas to cover when auditing SEO for small businesses.

Do You Appear for Local SEO?

1. Google My Business: The Cornerstone of Local SEO

If your small business isn’t optimized on Google My Business (GMB), you’re missing out on one of the most powerful local SEO tools. Google My Business is where your business’s critical information—such as your address, phone number, hours of operation, and website—appears when users search for your business or related services.

Key Areas to Audit in Google My Business:

• Ensure NAP Consistency: Your Name, Address, and Phone Number (NAP) must be consistent across your GMB profile, website, and other local citations. Inconsistent information can confuse both users and search engines, leading to lower rankings.
• Category Optimization: Make sure that you’ve chosen the most relevant category for your business. Selecting accurate categories helps Google understand what your business offers and serves your profile to the right audience.
• Business Hours and Contact Info: Double-check that your business hours are accurate and updated, especially if they change seasonally. Missing or incorrect information can drive potential customers away.
• Photos and Reviews: Add high-quality images of your business, products, or services, and encourage satisfied customers to leave reviews. Positive reviews not only improve your business’s reputation but also impact your local ranking.
• Posts and Updates: Use Google My Business posts to share updates, offers, and promotions. Regular updates keep your profile active and encourage more engagement.

By auditing these areas, you ensure that your business stands out in local search results, making it easy for potential customers to find and contact you.

2. Google Maps and Apple Maps: Dominate Local Search Results

Small businesses need to be easily discoverable on Google Maps and Apple Maps, as these platforms are often the first point of contact for local customers. Being visible on these map services helps ensure that potential customers can find your physical location quickly.

Key Areas to Audit for Map Listings:

• Location Accuracy: Ensure that your business’s physical location is accurately displayed on both Google Maps and Apple Maps. An incorrect location can frustrate potential customers and harm your local SEO.
• Claim Your Listings: If you haven’t already claimed your business on Google Maps or Apple Maps, do so immediately. Claimed listings allow you to control the information displayed and respond to reviews or customer questions.
• Add Additional Information: Fill in any extra details like business hours, website links, and contact information to enhance your presence on these map platforms. The more complete your listing, the better your chances of ranking higher in local map results.
• Embed Google Maps on Your Website: Embedding Google Maps on your website (such as on your contact or location page) can improve your local SEO rankings by reinforcing your geographical relevance.
• Optimize for Mobile Users: Ensure that your website is mobile-friendly, as a large percentage of map searches happen on mobile devices. Fast-loading, mobile-optimized websites encourage more visitors and are more likely to rank higher in local searches.

By keeping your map listings updated and accurate, your business becomes more accessible to customers searching for local solutions.

3. On-Page SEO: Ensuring Technical and Content Optimization

When auditing your small business’s website, on-page SEO is a critical factor. On-page SEO ensures that your site is optimized for search engines and user experience, allowing it to rank higher and provide value to visitors.

Key Areas to Audit for On-Page SEO:

• Title Tags and Meta Descriptions: Ensure that each page has unique, keyword-optimized title tags and meta descriptions. Title tags should reflect the page’s primary keyword and location (if applicable), while meta descriptions should entice users to click through.
• Header Tags (H1, H2, etc.): Structure your content using header tags to improve readability for both users and search engines. Header tags also help to signal the hierarchy of your content, making it easier for search engines to understand your page.
• Keyword Optimization: While it’s important to include keywords in your content, avoid keyword stuffing. Focus on naturally incorporating local keywords that align with user intent, such as “best pizza in [city]” or “local accounting services near me.”
• Internal Linking: Build a clear internal linking structure that helps users navigate your website and signals to search engines which pages are most important. For example, link blog posts to relevant service pages or location-specific landing pages.
• Mobile Optimization: A responsive design is non-negotiable. Ensure that your website is mobile-friendly, as Google now uses mobile-first indexing, meaning your mobile site’s performance directly affects your rankings.
• Schema Markup: Add structured data (schema markup) to help search engines understand your business better. Local business schema helps Google identify key details like your address, operating hours, and services, improving your chances of appearing in rich search results.

By thoroughly auditing your on-page SEO, you lay the groundwork for a strong, search-friendly website that appeals to both users and search engines.

4. Voice Search Optimization: Preparing for the Future of Local Search

With the increasing use of virtual assistants like Siri, Alexa, and Google Assistant, voice search is rapidly becoming an essential component of local SEO. Small businesses must adapt to this trend to ensure they capture voice search traffic.

Key Areas to Audit for Voice Search Optimization:

• Natural Language and Conversational Keywords: Voice searches are typically more conversational than text searches. Optimize your content to answer natural language queries, such as “Where can I find a coffee shop near me?” Focus on including long-tail keywords and question-based queries that users are likely to speak out loud.
• Local Intent Keywords: Voice searches often have local intent, so make sure to optimize for location-specific keywords. For example, include phrases like “near me” or city-based keywords in your content to increase the likelihood of appearing in voice search results.
• Featured Snippets and Quick Answers: Voice search devices often pull answers from featured snippets, so aim to optimize your content for snippet opportunities. Create content that provides clear, concise answers to common questions users might ask.
• Page Speed and Mobile Friendliness: Voice searches are often done on mobile devices, so a fast-loading, mobile-optimized site is crucial for capturing this traffic. Improving your site’s speed and responsiveness will increase your chances of ranking in voice search results.
• Google My Business for Voice Search: Ensure that your Google My Business profile is fully optimized, as many voice search queries pull information directly from GMB listings. Include accurate operating hours, address, phone number, and business categories.

Optimizing for voice search ensures that your small business stays ahead of the curve, capturing customers who prefer using voice assistants to find local businesses.

---

5. Backlink Profile: Building Local Authority

A healthy backlink profile is vital for small businesses looking to improve their SEO rankings. Backlinks act as endorsements from other websites, signaling to search engines that your site is trustworthy and relevant. For small businesses, earning quality local backlinks can significantly improve search engine visibility.

Key Areas to Audit for Backlinks:

• Local Directories and Citations: Ensure your business is listed in reputable local directories and citations. Listings in industry-specific or geographically focused directories provide valuable backlinks and increase your local authority.
• Partnerships with Local Businesses: Partner with complementary local businesses for mutual backlinks. For example, if you run a local bakery, you could collaborate with nearby restaurants or catering services, creating opportunities for linking to each other’s sites.
• Quality Over Quantity: Focus on earning backlinks from authoritative, relevant sources rather than acquiring a large volume of low-quality links. A few high-quality backlinks from local news sites, blogs, or industry authorities can greatly boost your SEO.

By improving your backlink profile, your small business can build credibility, authority, and visibility in local search results.

Let’s help you avoid common local SEO mistakes and build a realistic SEM budget. Contact our team for affordable help getting an audit.