[MENTION=6534]abbiebeltran[/MENTION]
What Colan said. I'd add that there are gobs of other items worth looking at, depending on the clients, on your scope of responsibilities, etc.
I'd probably divide them up into at least 4 sub-lists: "Site," "Links," "Listings," and "Reviews." Maybe a 5th: "Anti-Spam."
Even then, tons of items. To name just a few of the basics in each:
Site:
a. Does the homepage have a blurb on each main service?
b. Does the homepage have a blurb on each location (multi-location business)?
c. Do you link to relevant subpages generously, outside of the main nav?
Links:
a. Does your client have some links that only businesses in his/her industry can have?
b. Does your client have some links that only businesses in his/her city can have?
c. Does your client have some links that none of his/her competitors has?
Listings:
a. If your client is eligible for "practitioner" or "department" listings, do you have listings for those practitioner or department listings?
b. Is your client listed on the local/industry directories on page 1?
c. If your client isn't too good at earning links, have you considered using the homepage as the landing page URL for your local listings? (Often a good move.)
Reviews:
a. Do you get reviews on a variety of sites (beyond just Google)?
b. Have you considered flicking off any ORM software that gets you a bunch of testimonials from customers, but few or no reviews on third-party sites?
c. Does anyone at the company respond to reviews - with non-boilerplate responses?
Anti-spam:
a. If you can't get Google to fix a competitor's spammy / keyword-stuffed name, have you tried a partial edit? (Those often work.)
b. Do you regularly check Yelp for spammy competitors that rank well in Yelp's category searches?
c. Do you have a system for following up on your anti-spam edits, and resubmitting them when necessary? (Competitors often don't give up easily, and it becomes a war of attrition.)
