Local SEO Location Data Audit

A location data audit checks whether the facts customers use to visit, call, book, or request service are accurate and consistent. It should start from an approved source and include the pages and profiles that can change the customer decision.

Define the source of truth

Record the approved location name, address, phone, hours, departments, services, service areas, appointment path, access details, and status. Assign an owner who can approve a change and communicate it.

Inventory customer-facing copies

Review website header, contact, location, service, booking, profile, directory, social, map, voicemail, email, structured data, and campaign pages. Include old domains, duplicate profiles, and systems that power widgets or feeds.

Compare meaning, not only text

Check whether “open,” “appointment only,” “service area,” department, phone, and address mean the same thing across systems. A spelling match can still hide a different customer promise.

The citation cleanup process and business hours checklist cover corrections and exceptions.

Prioritize high-impact errors

Fix wrong phone, address, closure, hours, booking, department, or service information that can send a customer to the wrong place or create an unowned request. Record priority, source, owner, status, and evidence.

Test real actions

Call, get directions, book, submit a form, open a map, visit a profile, and verify mobile layout. Test while a temporary or holiday change is active, then confirm normal values return afterward.

Document change triggers

Define what happens after a move, phone change, new service, staffing change, holiday, closure, profile ownership change, or provider update. The audit is most useful when it becomes part of the change process.

Monitor and review

Schedule a recurring review and an event-based review after material changes. Track calls, directions, bookings, out-of-area requests, and support questions as evidence of whether the data is working.