zach.todd

Member
Joined
Feb 23, 2020
Messages
51
Reaction score
45
Hey everyone, I'm hoping to learn more about the factors that local search experts weigh when auditing a website. I'm thinking about this from a local perspective, so items like embedded maps or driving directions are fair game.

When it comes to the website attached to a GMB listing, what do you consider? Here's what I look into.

  • Backlink Profile
    • Quantity of referring domains and links.
    • Link quality. Do the links have topical relevancy, or are they coming from spun content on PBNs?
    • What is the dofollow/nofollow ratio? Is it reasonable, or does it seem overcooked (i.e. 90%+ dofollow)?
    • Does the anchor text seem natural, or is it overstuffed with their money keywords? (Penalty potential).
  • Health
    • Are the indexing/crawling basics, such as robots.txt, functioning properly?
    • Is the page heavily bloated and slow to load?
    • Are any pages returning a 404 or 500?
  • Content
    • Does the home page copy adequately describe their services?
    • Do pages have a title, meta description, and H1 tag that fit the targeted keywords?
    • Is the word count roughly appropriate? (Here I look to the top ranking competitors for a ballpark idea of good content length.)
  • Structure
    • How many pages are there overall?
    • Are the URLs easy to read and reflect the subject of the page?
    • How deeply nested are pages (i.e. should it really take 6 clicks to get to any page)?
Those are just some of the items I like to look into. I'm especially interested in competitor analysis as a means of finding out what's working (or not working).

Would love to hear what your process looks like!
 

Rich Owings

Local Search Expert
LocalU Member
Joined
Apr 21, 2014
Messages
735
Reaction score
527
From the website section of a recent proposal:
  • Review site for local SEO best practices and implement where possible
  • Conduct a basic content audit and make recommendations for improvements
  • Review configuration of your SEO plugin
  • Conduct a detailed technical SEO audit
  • Conduct an overall review of site structure
  • Identify any duplicate and thin content issues
  • Review Google Analytics for 404/page not found errors
  • Review Google Analytics for algorithmic penalties, diversification of traffic sources, goal setup and other issues, and make recommendations for improvements
  • Review conversion optimization in detail and make recommendations for additional improvements if warranted
  • Review Google’s indexation of your site
  • Review Google Search Console for errors and other issues
  • Submit sitemaps (or update them as needed) to Google Search Console and Bing Webmaster Tools
  • Check your robots.txt file
  • Conduct my own crawl to check for a wide range of issues
  • Review schema markup
  • Test mobile friendliness
  • Review site-wide page load speed issues and make recommendations for improvements
  • Review expertise, authority and trust signals
 

zach.todd

Member
Joined
Feb 23, 2020
Messages
51
Reaction score
45
That's a pretty comprehensive list! I like the focus on Analytics and setting up conversion goals.

I'll admit content duplication is something I'm still not sure about. Some folks go as far as saying that you should only have one page focusing on a keyword topic, and anything more is "diluting" your search potential for that query. On the other end of the spectrum, you might consider duplication on a word for word basis. Curious if anybody has an opinion on that.
 

Rich Owings

Local Search Expert
LocalU Member
Joined
Apr 21, 2014
Messages
735
Reaction score
527
My main focus there is thin content -- attachment pages not redirecting in WP, sitemap submissions of other pages with no content, excess tag and category pages, etc.

As far as keywords go, it's fine to mention them again in a blog post. Just be sure you link back to your primary page on that topic.

That's all just opinion though. There are many different ways to approach all this stuff.
 

Barb Davids

Member
Joined
Apr 24, 2019
Messages
52
Reaction score
17
A couple more things I'd add that I do is look at the BrightLocal map ranker. Love that new feature. I also do a visual review of the top competitors in Google Maps. Screenshot each one and make note how they are different. Of course most of the time it's all over the board as to what each competitor does with their listing bu the visibility helps.

Screen Shot 2021-04-05 at 6.58.01 AM.png


Screen Shot 2021-04-05 at 6.57.30 AM.png
 

dgrunited

Member
Joined
Jan 12, 2021
Messages
22
Reaction score
7
Hey everyone, I'm hoping to learn more about the factors that local search experts weigh when auditing a website. I'm thinking about this from a local perspective, so items like embedded maps or driving directions are fair game.

When it comes to the website attached to a GMB listing, what do you consider? Here's what I look into.

  • Backlink Profile
    • Quantity of referring domains and links.
    • Link quality. Do the links have topical relevancy, or are they coming from spun content on PBNs?
    • What is the dofollow/nofollow ratio? Is it reasonable, or does it seem overcooked (i.e. 90%+ dofollow)?
    • Does the anchor text seem natural, or is it overstuffed with their money keywords? (Penalty potential).
  • Health
    • Are the indexing/crawling basics, such as robots.txt, functioning properly?
    • Is the page heavily bloated and slow to load?
    • Are any pages returning a 404 or 500?
  • Content
    • Does the home page copy adequately describe their services?
    • Do pages have a title, meta description, and H1 tag that fit the targeted keywords?
    • Is the word count roughly appropriate? (Here I look to the top ranking competitors for a ballpark idea of good content length.)
  • Structure
    • How many pages are there overall?
    • Are the URLs easy to read and reflect the subject of the page?
    • How deeply nested are pages (i.e. should it really take 6 clicks to get to any page)?
Those are just some of the items I like to look into. I'm especially interested in competitor analysis as a means of finding out what's working (or not working).

Would love to hear what your process looks like!
It depends on the features provided to you by your SEO software. Explained slightly differently, your audit is limited to the limitations of your SEO software.
 
Similar threads
Thread starter Title Forum Replies Date
C The value of a blog on a website for local SEO Local Search 58
L 2 year old website with no links, no content dominating local pack?? Google My Business & Google Maps 3
C Website URLs for Multiple locations in Google My Business & Local Citations Google My Business & Google Maps 2
Marker Ecommerce on website impact local seo Recycle Bin 1
P Ecommerce on website impact local seo Local Search 8
H A hypothetical: A famous local business gets it's very first website Ranking Puzzles 8
Tilak Website Good in Local Pack Ranking without Traffic Local Search 8
Garrett Sussman Does Your Local Business Need a Website in 2017? Local Reviews 0
R Website Link Removed From Local Packs for Eye Doctors... Google My Business & Google Maps 6
S Local Websites and SSL Certs Local Search 7
James Watt What do different demographics look for in a local business website? Google My Business & Google Maps 6
I Local ranking factors on Google Partners website? Google My Business & Google Maps 4
Patrick Stox Organic Website Ranking Is The Biggest Factor For Local? Google My Business & Google Maps 12
RuggedSEO 1 website & 1 GMB page - found in multiple cities for local search results Google My Business & Google Maps 9
Colan Nielsen 5 WordPress Plugins for Local Business Websites Local Search 2
T Local SEO, National Website, Ranking for Multiple Keywords Consultant's Corner 1
Gsmithmike What is the best option to setup website Silo for local pages? Local Search 1
Linda Buquet 10 Common Mistakes To Avoid On Local Websites by Greg Gifford Local Search 0
gotry New Websites are not getting on Google Local listing Google My Business & Google Maps 3
D Im stuck.. How is this website Top 3 in local search? Local Search 5
7 Dentist with a GREAT website and GREAT local pages listing gets KILLEDby others! Help & Support for Google Local 2
Dustybones Are you building your website for local search visibility? Local Search 0
Chris Ratchford Local results on iPhone- website link not clickable? Google My Business & Google Maps 1
ColoradoChris Website design Is Wordpress or HTML Static site best for Local SEO Local Search 10
Linda Buquet 2 New Google Local Problems - Descriptions & Missing URL to Website Google My Business & Google Maps 1
Linda Buquet Google Local Carousel AKA Knowledge Graph Makes Website Extra Click Away Google My Business & Google Maps 11
J How is this possible? Two internal urls of same website ranking in google local? Ranking Puzzles 4
J How is this possible? Two internal urls of same website ranking in google local? Ranking Puzzles 4
L Local SEO Without a Website Google Local 101 3
T Copy for Local Business Websites Marketing 4
A Warning: Multiple Websites Cause Problems with Google+ Local Google My Business & Google Maps 14
carltonrsmith Local SEO for captive insurance agent website Local Search 8
B Google + Local Merging with Places and Website Question? Help & Support for Google Local 14
Daniel C Berman Is Your Website Being Replaced with Google+ Local Listings? Local Search 3
Marie Ysais Local SEO Checkup - Website Health, Is the website sick? Tips and Tricks Organic SEO 12
G Multiple Websites / Businesses Can't be Listed on Google+ Local - SMB Problem Google My Business & Google Maps 1
Andrew Forster Google+ Local Website URL - Individual location landing pages Local Search 7
arob Dentist Finder Websites Are Sweet Tooth of Local Search Industry Local Search 8
T Calling All Local SEO Pros: How Do You Target Multiple Cities on Your Website? Multi-Location Issues 8
Travis Van Slooten Calling All Local SEO Pros: How Do You Target Multiple Cities on Your Website? Multi-Location Issues 8
R Including a Google Map Listing on a Website - Link to Google+ Local or Google Map URL Local Search 4
Chris Ratchford Google Ads- Local Pack- one GMB location only? Paid Search and Local Service Ads 1
W Local Search Ecosystem Diagram Local SEO Tools & Software 1
C Franchise hub site ranking higher then local franchise sites for the brand? Organic SEO 1
koji Local business with online nationwide services in a post-corona world Google Local 101 5
Barb Davids Phone number not local area code Moving or Name Changes 2
Shelly Pros & Cons of Facebook Locations for Local SEO (for a Credit Union) Multi-Location Issues 3
rich_marlatt Do the number of backlinks from a domain have any impact on local SEO? Local Search 2
Professor M New Local European Local listing removals Process Google My Business & Google Maps 1
D Can you set an end-date for Local Services Ads? Paid Search and Local Service Ads 1

Similar threads

Login / Register

Already a member?   LOG IN
Not a member yet?   REGISTER

Most UpVoted Answers

Trending: Most Viewed

LocalU Podcasts

  Promoted Posts

New advertising option: A review of your product or service posted by a Sterling Sky employee. This will also be shared on the Sterling Sky & LSF Twitter accounts, our Facebook group, LinkedIn, and both newsletters. More...
Google Product Exert


Top Bottom