The broader audit that goes deeper than the free GBP-only audit. Same 169-point heatmap, plus a website on-page Lighthouse pass, citation health check across the top 20 directories, and a top-5 competitor backlink scrape. Built for Vegas home service contractors who want the full picture before committing to monthly work.
The free GBP audit is a focused diagnostic. It looks at your Google Business Profile, runs the 169-point heatmap, and tells you the four things most likely to be holding the profile back. Ships in 48 hours. No charge.
The Local SEO Audit is the next layer. It still includes the GBP heatmap (same 169 points, same map), but it also checks the parts of your local SEO that live outside the profile: your website's on-page structure, your citation footprint across the directories Google's crawler actually reads, and what your top five competitors are doing on the link side. It ships during onboarding, not as a freebie, because it takes a full work-week to run properly.
Most contractors don't need the broader version. The free GBP audit answers the question they actually have ("why am I not showing up?") and the answer is usually a GBP fix. The Local SEO Audit comes in when the answer is bigger than that. Website slow. Citations split across three name variants. Competitors have a backlink moat that didn't exist two years ago. When the diagnosis spans more than the profile, the audit needs to span more too.
Four modules. Each one ships as its own section of the written report.
The same scan that powers the free audit. 169 separate measurement points from Centennial Hills to Boulder City, six keywords each, two captures per keyword. Green means top 3 at that point. Yellow is 4 to 10. Red is past 10, which is invisible. This is the GBP picture.
Lighthouse audit of your homepage and your top three service pages. Core Web Vitals, mobile-friendliness, accessibility score, page-speed bottlenecks identified. Also a structural check: does each page match a single GBP service, or is the site fighting itself by mentioning everything everywhere?
Yelp, Bing Places, Apple Maps, BBB, Yellow Pages, Angi, Houzz, Manta, Foursquare, BrightLocal, Whitespark, Localeze, Acxiom, Infogroup, and the rest. We pull what each one currently lists for you, flag mismatches in name, address, phone, and suite number, and write the cleanup list ranked by directory authority.
The five businesses currently dominating the map pack for your primary service keyword in your service area. We pull their backlink profile, identify which links are clearly recurring (chamber memberships, directories, partner mentions, supplier badges), and write the gap analysis: links they have that you don't.
The deliverable is a written report, not just a dashboard. We walk through the findings on the onboarding call.
Use the matrix.
Start with the free GBP audit if: you've never had a real diagnostic, you don't know whether the problem is the profile or something deeper, you want a no-cost first look, or you're shopping agencies and want to see how each one reads your data.
Run the Local SEO Audit if: the free GBP audit already pointed to a website or citation issue, you're already signed up for a LocalPulse tier (it's included), you're a multi-location business with overlapping coverage zones, or you've been doing SEO work in-house and want a benchmark before deciding to keep going or stop.
Skip both if: you already rank in the top 3 across most of your service area, your citations are clean, your website is fast and well-structured, and your reviews are recent. In that case you're not buying SEO. You're buying ongoing maintenance, and the audits won't change the plan.
The 169-point heatmap uses the same grid Whitespark uses in their Local Search Ranking Factors report every year. It's the operator-standard scan because the alternative (you Googling your business from your phone) gives you a wrong answer. Google personalizes results based on where you're standing, how recently you've searched, and whether you've ever clicked your own profile. A scan from 169 separate locations bypasses all of that.
The Lighthouse pass uses Google's own open-source tool, the one Google uses to decide what counts as a fast site. It's the same metric Google's crawler uses to rank you, which is why we test against it instead of a third-party speed checker.
The citation pull is manual for the directories that block automated scraping and tool-assisted for the rest. We compare what each one shows against your canonical NAP (name, address, phone) and the variants we find get flagged in the report with cleanup priority.
The competitor backlink scrape is a one-time pull, not a subscription tool report. We pull the active links, sort by referring domain authority, and identify the clusters (chambers, suppliers, partners, directories) that look like patterns rather than one-offs.
The report is roughly 30 pages, written, with the heatmap embedded as images and the citation comparison as a table. Each section ends with a prioritized fix list. Items are scored by impact and effort, so the top of the list is what moves the most for the least work.
If your business isn't showing up on Google Maps and the free audit pointed at something beyond the GBP, this is the document that tells you what to do about it.
The Local SEO Audit is $497 as a standalone deliverable, and it's included with any monthly LocalPulse tier as the onboarding artifact.
Audit included as onboarding. GBP optimization and monthly reports.
Audit included. Adds citation cleanup and call tracking.
Audit included. Adds 6 service-area pages and a monthly strategy call.
Setup is $497, one time. We don't lock you into a contract. What we do ask: be ready to give this at least 3 months. GBP rankings need 90 to 180 days to compound, per BrightLocal's 2024 Local Search Ranking Factors report.
PDF to your inbox in 48 hours. If the diagnosis points to the broader Local SEO Audit, we'll tell you.
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