Local SEO Audit Checklist: Step-by-Step Guide for Small Businesses

A local SEO audit is a structured review of every factor that influences how your business ranks in local search results, covering your Google Business Profile, NAP consistency, on-page signals, technical health, backlinks, and analytics. Running one reveals exactly where you're losing visibility and what to fix first.

What Is a Local SEO Audit and Why Does Your Business Need One?

Statistics don't lie: according to widely cited research from Google and HubSpot, 46% of all Google searches have local intent. Meanwhile, "near me" search growth has exceeded 500% over the last several years, yet the majority of small business owners have never systematically examined why their listings fail to show up. Spending money on paid ads before running a local SEO audit framework is like patching a leaky roof with paint, the underlying problem remains. A proper audit is a non-negotiable diagnostic tool that reveals exactly where your visibility breaks down across six distinct pillars: Google Business Profile health, NAP consistency, on-page signals, technical health, backlink authority, and analytics setup.

How does a local SEO audit differ from a standard SEO audit?

A standard audit focuses on domain authority, overall content quality, and site speed as global metrics. A local audit layers on Google Business Profile health, NAP consistency, local citation coverage, proximity signals, and geo-targeted keyword usage. Local searches ranking is determined by Google's three core algorithmic factors, relevance, distance, and prominence, none of which a conventional site-wide audit addresses. Understanding both audit types helps you allocate effort where it actually moves the needle for nearby customers.

What does a local SEO audit actually measure?

A thorough audit evaluates six measurable pillars that directly influence how search engines surface your business to nearby customers:

• GBP completeness, categories, description, photos, posts, Q&A, and verification status
• NAP accuracy, consistent Name, Address, and Phone number across every directory
• On-page local signals, geo-targeted title tags, location pages, schema markup, and header structure
• Technical health, crawlability, mobile usability, page speed, and Core Web Vitals
• Backlink authority, quality and relevance of sites linking to yours, measured via your site's backlink profile in tools like SEMrush or Ahrefs
• Analytics and tracking setup, Google Search Console, Google Analytics 4, and conversion tracking configured correctly

Tools like SEMrush and BrightLocal score these pillars numerically so you have a clear baseline before making any changes. Use "profile" data from each tool to benchmark against competitors in your market.

How often should a small business run a local SEO audit?

Run a full audit every six months. Between those full reviews, a lighter monthly check on your Google Business Profile and incoming reviews catches quick regressions before they compound. Trigger an unscheduled audit immediately after a Google algorithm update, a physical address change, or a major service addition, all three events can destabilize rankings. Quarterly reviews, even partial ones, correlate with steadier ranking growth than annual-only audits. Find more small business SEO guides on our blog to stay current between audits.

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The Complete Local SEO Audit Checklist at a Glance

Think of this checklist the way a pilot thinks about a pre-flight safety check: professionals don't rely on memory before takeoff, and small business owners shouldn't rely on guesswork before investing in local SEO. The checklist is the instrument panel that reveals what's working, what's broken, and what to fix first, before you touch a single ad budget line.

This guide covers six major steps and more than 30 individual checkpoints, designed to work with both free tools (Google Search Console, Screaming Frog free tier) and paid platforms (SEMrush, BrightLocal). Studies consistently show that businesses following a structured audit template improve rankings faster than those auditing ad hoc. While the 11-point audit framework from Search Engine Journal is a solid reference, this guide goes deeper into actionable fixes for each area.

Step / Area	Key Action
Google Business Profile	Claim, verify, and complete every field including categories, description, and photos
NAP Consistency	Match Name, Address, Phone exactly across all directories and your website
On-Page Local Signals	Optimize title tags, location pages, schema markup, and geo-targeted headings
Technical SEO	Fix crawl errors, improve page speed, confirm mobile usability and Core Web Vitals
Backlinks	Audit referring domains for quality, relevance, and local authority signals
Analytics & Tracking	Verify Google Search Console, GA4, and goal tracking are correctly configured

How to use this checklist for maximum impact

Follow these steps in sequence to keep the process streamlined and repeatable:

1. Export current rankings before touching anything, use SEMrush or Google Search Console to capture a baseline snapshot of which keywords drive impressions and clicks.
2. Work through each section in order, starting with GBP, so foundational fixes are in place before you analyze more complex signals.
3. Log every issue in a shared tracking spreadsheet with columns for issue description, severity (high/medium/low), and current status.
4. Assign an owner and a deadline to each line item, unassigned tasks get ignored.
5. Re-audit after 90 days using the same template to measure improvement and catch new regressions.

This approach converts the checklist from a one-time exercise into a repeatable growth system.

Prioritizing quick wins versus long-term fixes

Not all fixes are equal. Quick wins, completing your GBP, correcting NAP errors, uploading missing photos, are typically executable in under one week and can improve local pack visibility almost immediately. Long-term fixes, building a credible local backlink profile, earning a steady stream of verified reviews, restructuring thin location pages, operate on three-to-six-month timelines. Use a simple effort-versus-impact matrix: plot each issue by how hard it is to fix versus how much it's likely to improve rankings, then work top-right to bottom-left. Prioritizing this way prevents teams from spending weeks on low-impact technical tweaks while obvious GBP gaps go unaddressed.

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Step 1, Google Business Profile Audit

Here is a claim that surprises most small business owners: your Google Business Profile is more valuable search real estate than your homepage for the majority of local searches. Despite that, most businesses leave their profile only half-complete, and an incomplete profile actively suppresses visibility in the local 3-pack, the three map listings that capture the largest share of local click-through traffic.

Businesses with complete GBP listings are 70% more likely to attract location visits, according to Google's own data. GBP posts support up to 1,500 characters of copy, yet most businesses write fewer than 100. Google recommends maintaining at least three relevant business categories where applicable. And per the Whitespark 2023 Local Ranking Factors survey, reviews rank among the top three local ranking signals, making GBP management an ongoing priority, not a one-time setup task.

Is your Google Business Profile fully claimed and verified?

An unclaimed profile can be edited by anyone, including competitors or automated bots. Verification, available via postcard, phone call, or, since 2023, video verification, is mandatory before Google treats your listing as authoritative. Visit business.google.com and search your business name to confirm ownership status. If you see a "Claim this business" prompt, that's an immediate red flag. Check that the verification badge appears in your dashboard before moving to any other GBP optimization. Once verified, explore Google's official GBP documentation for field-by-field guidance. For parallel work on building social proof, see our guide to getting more Google reviews.

Choosing the right primary and secondary business categories

Your primary category is the single strongest GBP ranking signal you control directly. An incorrect primary category means your listing surfaces for the wrong search queries entirely. Use Google's official category list rather than inventing descriptive terms, broad labels like "Local Business" provide almost no ranking benefit. A licensed plumber should select "Plumber," not "Home Services" or "Contractor." Beyond the primary category, you can add up to nine secondary categories to cover adjacent services. Choosing the correct primary category and at least two relevant secondary categories can lift map pack visibility measurably within weeks of the change, particularly in markets where competitors have overlooked this step.

Optimizing your business description, photos, and attributes

A well-optimized GBP listing covers three content areas that influence both ranking and conversion:

• Business description: Limited to 750 characters; front-load your primary keyword and city in the first two sentences, since only the first 250 characters display without expansion. Write for the user, not for algorithms.
• Photos: Businesses with photos receive 42% more requests for directions, per Google data. Upload a cover photo, logo, interior and exterior shots, and team photos, each serves a different searcher intent. Video uploads are now supported on GBP and improve profile engagement metrics.
• Attributes: Highlight accessibility features, accepted payment types, and service options (e.g., curbside pickup, online appointments). Attributes surface directly in search results and influence click-through rates from mobile users.

Treat your photo library as living content that gets refreshed quarterly, not a one-time upload.

Are your Google Business Profile posts and Q&A sections active?

GBP posts fall into two categories: offer posts, which expire after seven days, and update posts, which remain until manually deleted. A posting cadence of at least one update per week signals to Google that your business is actively managed, a relevance and recency factor that influences local pack positioning. Think of each post as a micro-content opportunity for local marketing outreach: announce seasonal promotions, share local community news, or highlight a new service.

The Q&A section presents a subtler risk. Anyone on Google, including strangers with no affiliation to your business, can answer questions posted by the public. Business owners should proactively seed three to five common questions and answer them authoritatively. Check this section monthly; incorrect answers posted by third parties can mislead potential customers and undermine trust.

How do Google reviews affect your local search ranking?

Review quantity, velocity, and sentiment are all confirmed ranking signals. Businesses rated above 4.0 stars appear more frequently in local packs across multiple independent studies, and the Whitespark 2023 Local Ranking Factors survey places reviews among the top three prominence signals in Google's local algorithm. Responding to reviews, positive and negative alike, within 24 to 48 hours demonstrates active online presence management and can influence both ranking and conversion. A pattern of unanswered negative reviews signals disengagement to potential customers. For a full playbook on building review volume systematically, read our guide to earning more Google reviews before moving to the next audit step.

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Step 2, NAP Consistency and Local Citations Audit

If Google sees your business listed as "Joe's Plumbing LLC" on your website but "Joes Plumbing" on Yelp and a disconnected phone number from three years ago on YellowPages, which version should it trust? The answer is: none of them, with full confidence. Inconsistent NAP data creates a trust deficit in Google's local algorithm that directly depresses rankings, regardless of how polished your website looks.

BrightLocal research finds citation inconsistencies in 73% of SMB audits, making this one of the most common and most fixable problems in local SEO. The top four citation sources that carry the most authority weight are Google, Yelp, Bing Places, and Apple Maps. Tools like Moz Local and BrightLocal can scan your address and phone data across 60 to 80-plus directories simultaneously, surfacing discrepancies you'd never find manually.

Core Citation Sources Every Small Business Should Check:

• Google Business Profile
• Yelp
• Bing Places for Business
• Apple Maps Connect
• Facebook Business Page
• Better Business Bureau (BBB)
• YellowPages
• Foursquare
• Local Chamber of Commerce directories

What is NAP consistency and why does it matter for local rankings?

NAP stands for Name, Address, and Phone number, the three data points Google uses to confirm your business identity across the web. Google's local algorithm cross-references your listing data against dozens of third-party sources; when those sources conflict, Google reduces its confidence score for your listing, which suppresses ranking. Even minor formatting differences matter: "St." versus "Street," "Suite 4B" versus "Ste 4B," or a local number versus an 800 number can register as separate entities. Consistent, identical NAP data across every directory and your own website reinforces relevant local authority signals.

How to find and fix inconsistent citations across directories

1. Run a free citation scan using Moz Local or BrightLocal, both offer entry-level scans without a paid subscription to identify your most critical gaps.
2. Export the full citation report as a spreadsheet so every directory, current listing status, and discrepancy is visible in one place.
3. Prioritize top-tier directories first, fix Google, Yelp, and Bing before addressing smaller niche sites, since these three carry the most ranking weight.
4. Manually correct listings or use a citation management service, BrightLocal's citation audit guide details both manual and managed approaches. SEMrush's Listing Management tool is a strong paid option for businesses managing multiple locations.
5. Set a 90-day re-check reminder so new inconsistencies introduced by data aggregators don't accumulate unnoticed.

Which local directories should every small business be listed on?

Directory coverage breaks into two tiers based on relevance and authority:

• Tier 1, must-have: Google Business Profile, Yelp, Bing Places, Apple Maps, Facebook. These five directories are checked by Google's algorithm and collectively serve the highest user traffic volumes.
• Tier 2, industry and local: BBB (general credibility link signal), Chamber of Commerce (strong local relevance), Angi and Houzz (home service businesses), TripAdvisor (hospitality and restaurants), Healthgrades (medical and dental). Niche directories often carry stronger relevance signals than general aggregators because the topical context reinforces your service category.

For service-area businesses without a public address, most of these directories support a service-radius listing rather than a physical location display.

Removing or merging duplicate listings

Duplicate GBP listings split ranking signals between two entries and confuse searchers who may call an outdated phone number. To flag a duplicate on Google: locate the duplicate listing in Google Maps, click "Suggest an edit," and select "Place is permanently closed or doesn't exist" or mark it as a duplicate of the correct listing. For other directories, contact their support team directly with documentation proving the correct listing.

Moz Local's dashboard flags duplicates automatically during a scan. Before making any changes, screenshot the duplicate listing's current data, check and save everything, because merging errors can strip reviews or NAP data permanently. Handle one duplicate at a time to keep the process traceable and reversible.

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Step 3, On-Page and Local Content Audit

Before the 2012 Penguin and Venice algorithm updates reshaped local search, repeating a city name twenty times on a single page was a viable ranking tactic. That era ended over a decade ago. Today, Google's local content signals require genuine geographic relevance, properly structured schema markup, and content that matches real user experience, making an on-page audit a core part of any complete local SEO review.

Title tags should stay under 60 characters; meta descriptions under 160 characters. Location pages with unique, substantive content consistently outperform templated thin pages across studies, and Google's 2023 Helpful Content system specifically penalizes AI-spun or copy-paste location pages. Geo-targeted keywords should appear in the H1, title tag, first 100 words of body copy, and at least one H2 to establish clear topical signals for crawlers.

Are your title tags and meta descriptions optimized for local search?

A reliable title tag formula for local pages is: Primary Keyword + City + Brand Name, kept under 60 characters. For example: "Plumber in Austin | Joe's Plumbing." Your meta description should communicate a relevant local value proposition, something specific to the service area, in under 160 characters. Use Google Search Console's Search Appearance report to identify pages with missing, duplicate, or truncated meta descriptions; it's one of the fastest ways to find on-page gaps at scale. Google's SEO Starter Guide provides authoritative guidance on title and description best practices directly from the source. Treat every title tag as prime search engine real estate: every character counts.

How to audit your location pages for local search optimization

1. Inventory all location pages, list every city, neighborhood, or service-area page currently on your site.
2. Check each page for a unique title tag, H1, and at least 300 words of original content, duplicate content across location pages triggers thin-content penalties.
3. Verify an embedded Google Map is present on each location page, linking to the correct GBP listing.
4. Confirm NAP matches your GBP exactly, even a punctuation difference can create a local signal conflict.
5. Check for LocalBusiness schema on each page using Google's Rich Results Test; structured markup helps search engines parse your business data accurately.
6. Review internal linking from your homepage to each location page, pages without internal links are effectively orphaned and receive minimal crawl priority. For broader local business resources, visit the OutportReviews home for tools that support local visibility.

Checking header tags and body content for geo-targeted keywords

Effective geo-targeting in on-page content follows a hierarchy:

• H1 should combine the primary service with the city or region (e.g., "Emergency Plumbing Services in Austin, TX")
• H2s can incorporate supporting geographic terms, neighborhood names, county references, or metro-area descriptors, to broaden relevance without forcing keyword repetition
• Body text should mention local landmarks, service-area neighborhoods, or community references naturally; this signals authentic local knowledge to both users and algorithms
• Avoid keyword stuffing, Google's density-detection algorithms penalize unnatural repetition, and user experience degrades when copy feels robotic

Does your website include locally relevant content signals?

Locally relevant content goes beyond location pages. A business blog updated monthly with posts tied to local events, community partnerships, or neighborhood case studies builds topical authority over time. Embedding a locally themed video on a service page, a job walkthrough filmed in the city you serve, for example, increases average session duration, a positive engagement signal that correlates with improved rankings. Local case studies with named neighborhoods, client service outcomes, and specific project details outperform generic testimonials for both SEO and conversion. Explore our blog for content strategy ideas tailored to small business owners looking to build local authority without a dedicated marketing team.

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Step 4, Technical SEO Audit for Local Sites

Picture a bakery owner who spent eight months earning great reviews, correcting every citation, and building local partnerships, only to discover during an audit that their contact page returned a 404 error and their site loaded in eight full seconds on a mobile connection. Every citation and review they earned was effectively invisible because Google's crawler couldn't reliably access and index the site. Technical problems silently cancel out every other local SEO effort, which is why a technical SEO audit belongs in every small business review cycle.

Google's mobile-first indexing has been the default since 2019, meaning the mobile version of your site is what Google primarily evaluates. Core Web Vitals thresholds set the performance bar: Largest Contentful Paint (LCP) under 2.5 seconds, Interaction to Next Paint (INP) under 200 milliseconds, and Cumulative Layout Shift (CLS) under 0.1. Screaming Frog's free version crawls up to 500 URLs, sufficient for most small business sites. Multiple SEO studies have documented that crawl errors correlate directly with drops in indexable page counts and subsequent ranking losses.

Is your site mobile-friendly and fast enough for Google?

Mobile-friendly design is table stakes, not a differentiator. Use Google's Mobile-Friendly Test tool to confirm your site passes at the page level, not just the homepage. Check Core Web Vitals scores inside Google Search Console's "Experience" report, this shows real-user data, not just lab results. A page that loads in under 2.5 seconds on mobile retains significantly more visitors than one that loads in five seconds or more, directly improving both organic traffic and conversion rates. Prioritize compressing images, enabling browser caching, and using a content delivery network (CDN) if your hosting plan supports it.

How to check your site's crawlability and indexation status

Run a Screaming Frog crawl to identify broken internal links, redirect chains, orphaned pages, and pages blocked from indexing. Cross-reference the crawl output with the Coverage report in Google Search Console to confirm which pages are indexed, which are excluded, and which have errors. Key issues to flag:

• 404 errors on pages that formerly had backlinks or traffic, these should be 301-redirected to a relevant live page
• Redirect chains longer than two hops slow crawling and dilute link equity
• Noindex tags on pages that should be publicly indexed, location and service pages are common casualties of a hasty staging migration
• Canonicalization errors that cause duplicate content to compete for rankings

What does a robots txt file audit involve?

Your robots.txt file instructs search engines which sections of your site to crawl and which to ignore. A misconfigured robots.txt can accidentally block entire directories, including your location pages or blog, from being crawled at all. To audit it: navigate to yourdomain.com/robots.txt and review every "Disallow" rule. Cross-check disallowed paths against pages that should be indexed. Common mistakes include blocking /wp-admin/ correctly but also accidentally blocking /wp-content/ (which hosts images), or blocking a staging subdomain that was never removed after launch. The Search Engine Journal provides additional technical audit templates worth bookmarking for reference.

Auditing structured data and schema markup for local businesses

LocalBusiness schema is the structured data format that tells search engines your business name, address, phone number, hours, geo-coordinates, and service types in machine-readable format. Validate your schema using Google's Rich Results Test or Schema.org's validator. Errors or missing fields in your schema mean Google relies solely on parsed page text rather than clean structured signals, a significant missed opportunity. For multi-location businesses, each location page needs its own uniquely parameterized LocalBusiness schema block, not a single sitewide block. Properly implemented schema can contribute to views local SEO enhancements like rich snippets and knowledge panel accuracy.

Checking for HTTPS, privacy policy, and security signals

Google has treated HTTPS as a confirmed ranking signal since 2014. If any pages on your site, especially your contact and location pages, still load over HTTP, fix this immediately through your hosting panel or via a free SSL certificate from Let's Encrypt. Beyond SSL, a published privacy policy page is increasingly important for both regulatory compliance (GDPR, CCPA) and trust signals. Google's quality raters assess site trustworthiness as part of E-E-A-T evaluation, and a missing privacy policy page undermines that assessment. Run your full domain through an SSL checker tool to confirm no mixed-content warnings exist that could degrade user experience for site visitors arriving from local search results.

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Step 5, Backlink and Authority Audit

A strong backlink profile is one of the most durable competitive moats in local SEO, and one of the most neglected by small businesses that focus exclusively on GBP and citations. Engine optimization for local sites depends heavily on earning links from geographically relevant and topically authoritative sources, not just accumulating raw link volume.

Use SEMrush, Ahrefs, or Moz's Link Explorer to pull your full backlink profile. Look at the number of unique referring domains (more meaningful than total link count), the domain authority distribution of linking sites, the anchor text spread, and whether any links come from spammy or irrelevant directories. A healthy local backlink profile includes a mix of local news publications, Chamber of Commerce links, industry association pages, supplier or partner sites, and local blog mentions. For competitive benchmarking, run the same report on your top two or three local competitors to identify link gaps, directories or publications they appear in that you don't.

What types of backlinks matter most for local SEO?

Not all links carry equal weight for local marketing purposes. Prioritize:

• Local news and media sites, a mention in a regional newspaper or local TV station's website carries strong geographic relevance signals
• Chamber of Commerce and civic organization pages, these are trusted, stable, and geographically precise
• Industry association directories, topically relevant links reinforce your category authority
• Supplier or partner cross-links, mutual linking with complementary local businesses (not competitors) provides relevance without manipulation
• Educational or .gov links, rare but highly authoritative; achievable through local sponsorships, speaking engagements, or community programs

How to identify and disavow toxic backlinks

Pull your full backlink report and sort by spam score or domain rating. Flag links from link farms, casino or pharmaceutical spam sites, or private blog networks, these can trigger a manual penalty or suppress rankings algorithmically. Google's Disavow Tool, accessible through Google Search Console, allows you to submit a file listing domains you want Google to ignore when evaluating your site. Use it conservatively: disavowing legitimate links by mistake can harm rankings. Only disavow links you cannot get removed through direct outreach to the referring site's webmaster first.

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Step 6, Analytics and Tracking Audit

A local SEO audit without a functional analytics layer is like running a marathon with no finish-line timing, you can't measure improvement, attribute conversions, or justify the investment. Before closing out your audit, verify that every tracking component is operational and correctly configured.

Confirm that Google Analytics 4 (GA4) is installed on every page, not just the homepage. Set up conversion events for contact form submissions, phone call clicks, and direction requests from your GBP. Inside Google Search Console, verify site ownership, confirm your XML sitemap is submitted and indexed, and review the Performance report to identify which search queries are driving impressions versus clicks, the gap between the two reveals title tag and meta description optimization opportunities. For client reporting or team accountability, export monthly snapshots from both platforms so trend data is preserved even if settings change.

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Key Takeaways

• Run a full local SEO audit every six months, with lighter monthly checks on GBP and reviews, quarterly check-ins correlate with steadier ranking growth.
• Start with Google Business Profile: complete listings earn 70% more location visits, and incorrect primary categories misdirect your ranking signals entirely.
• NAP consistency is unglamorous but high-leverage, citation inconsistencies appear in 73% of SMB audits and directly suppress local trust signals in Google's algorithm.
• Technical issues silently erase other SEO gains, a 404 on your contact page or an 8-second mobile load time can neutralize months of GBP and citation work.
• Track before you audit and re-audit after 90 days, export baseline rankings from Google Search Console, log every issue in a shared spreadsheet, and measure progress against the same metrics after fixes are deployed.

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FAQ

What is a local SEO audit checklist?

A local SEO audit checklist is a structured list of tasks that evaluates every factor influencing a business's visibility in local search results. It typically covers:

1. Google Business Profile completeness and verification
2. NAP consistency across directories
3. On-page local signals (title tags, schema, location pages)
4. Technical SEO health (crawlability, mobile usability, page speed)
5. Backlink profile quality and local authority
6. Analytics and conversion tracking setup

Working through the checklist systematically identifies gaps and prioritizes fixes by impact.

How long does a local SEO audit take for a small business?

For a single-location small business with a site under 50 pages, a thorough audit typically takes four to eight hours spread across one to two working days. This includes running automated tool scans (Screaming Frog, BrightLocal, SEMrush), manually reviewing GBP and citations, and documenting findings in a tracking spreadsheet. More complex multi-location businesses or sites with significant technical debt can require 15 to 20 hours or more.

Can I do a local SEO audit myself, or do I need an agency?

Most small business owners can complete a solid audit using free and low-cost tools, Google Search Console, Google's Mobile-Friendly Test, Screaming Frog's free 500-URL crawl, and BrightLocal's free citation scan cover the essentials. An agency adds value when the site has complex technical architecture, the business has multiple locations, or competitive markets require deep backlink analysis and content strategy. Start with a self-audit to identify obvious wins before engaging paid support.

What is the most common local SEO problem found during audits?

NAP inconsistency is the most frequently uncovered issue, BrightLocal data shows it appears in approximately 73% of SMB audits. The second most common finding is an incomplete or unoptimized Google Business Profile: missing categories, no photos, and inactive posts are widespread. Thin or duplicated location page content and missing LocalBusiness schema round out the top four issues. Addressing these four areas alone produces measurable ranking improvements for most small businesses.

How does a local SEO audit improve Google rankings?

An audit identifies the specific signals Google evaluates for local ranking, relevance, distance, and prominence, and surfaces where your business falls short on each. Fixing GBP completeness improves relevance signals. Correcting NAP inconsistencies strengthens prominence signals by increasing Google's confidence in your business data. Earning local backlinks and accumulating reviews builds further prominence. Technical SEO fixes ensure Google can crawl and index your pages. Each corrective action incrementally increases the likelihood of appearing in local pack and organic results.

Which tools are best for running a local SEO audit?

A practical toolkit for most small businesses includes:

• Google Search Console, free; search performance, indexation, and Core Web Vitals data
• Screaming Frog SEO Spider, free up to 500 URLs; technical crawl analysis
• BrightLocal, citation scanning, GBP audit, and local rank tracking (paid, with free trial)
• SEMrush or Ahrefs, backlink profile analysis and keyword tracking (paid)
• Google's Rich Results Test, free; validates LocalBusiness schema markup

Free tools cover the majority of audit needs for single-location businesses.