Foundations
Part of The local SEO audit checklist every UK business needs
The local SEO audit checklist every UK business needs
A UK-focused local SEO audit checklist covering Companies House records, Google Business Profile checks, Trustpilot and Checkatrade reviews, and local schema.
What to take away
- A local SEO audit checklist for a UK business checks your site, your Google Business Profile and third-party records such as Companies House.
- Companies House data should match your website and Google listing, as mismatches weaken trust signals.
- Reviews on Trustpilot and Checkatrade carry weight, but claims must follow the CAP code.
- Fix citations and profiles before building new content, as inconsistent data tends to cancel out fresh pages.
- Record a baseline in a spreadsheet or BrightLocal, then recheck quarterly.
Why a UK audit differs from a generic one
Generic checklists often stop at NAP consistency and keywords. A UK audit adds statutory records, local review platforms and address formatting rules. Your registered office may differ from your trading address, and both can appear online. That creates conflicts a US-focused list will miss.
Address format matters too. UK postcodes are alphanumeric, so a misplaced space can break matching. Local schema should follow Royal Mail structure where possible. County names are optional, which confuses automated tools.
Local search ranking factors in the UK include proximity, prominence and relevance. Google Business Profile remains the main surface, but directories and review sites influence prominence.
Start with Google Business Profile optimisation, because the profile is the page most likely to rank in the map pack.
The local SEO audit checklist
- Confirm the legal entity name and registered office on Companies House records, then match them to your website and Google profile.
- Run a Google Business Profile audit covering categories, hours, service area, attributes, photos and questions.
- Check NAP consistency across your site, Google, Bing Places, Apple Maps, Yell and trade directories.
- Review citations for duplicate listings, old addresses and misspelled names, then fix the source.
- Check review profiles on Trustpilot, Checkatrade, Google and sector sites such as Feefo.
- Test local landing pages, location schema, internal links and mobile page speed.
- Confirm your contact forms and phone numbers work, because broken conversion paths waste rankings.
- Record rankings for defined local keywords and postcode areas in a spreadsheet.
Checking UK records and review signals
Companies House is the starting point for legal identity. Check the company number, registered name and registered office. If the trading name differs, state that on your site. A mismatch with your Google profile can undermine user trust, even if Google does not read the register directly.
Review signals need care. Trustpilot and Checkatrade are widely used by UK consumers, but counts and scores vary by sector. A solicitor may rely on Google and Chambers, a plumber on Checkatrade. Ask for reviews after a completed job, and never gate them by sentiment.
Local schema should use a UK address format. Use streetAddress, addressLocality, addressRegion and postalCode in the right order. Add the company number where relevant. Test with Google's Rich Results Test before publishing.
If you correct a listing that contains a sole trader's name, you may be processing personal data. Handle that correction under UK GDPR guidance from the ICO, and record what changed.
For review claims, the CAP code on misleading advertising applies. Do not invent ratings, cherry-pick with a misleading headline, or imply a ranking you cannot prove.
When the same error appears on several directories, use a process for fixing inconsistent NAP citations rather than editing at random.
How to prioritise fixes
Not every fix moves rankings at the same speed. Sequence work by risk and effort, starting with conflicts that affect legal identity or your main conversion path.
| Issue | UK source | Priority | Effort |
|---|---|---|---|
| Registered name mismatch | Companies House | High | Low |
| Wrong postcode on Google | Google Business Profile | High | Low |
| Duplicate citation with old address | Directory | High | Medium |
| Missing review reply policy | Trustpilot, Checkatrade | Medium | Low |
| No local schema | Website | Medium | Medium |
| Thin location page | Website | Medium | High |
After the high-priority fixes, recheck rankings and calls for four weeks. Compare postcode-level data, not national averages.
Keep a written record of every change. The record helps when a client or colleague questions a drop in rankings, and it makes the next audit faster.
Common questions
How often should a UK business run a local SEO audit?
At least twice a year, and after a move, rebrand or name change. Quarterly checks suit multi-location businesses.
What should a Google Business Profile audit include?
Check the business name, primary category, service area, hours, attributes, photos and questions. Confirm the address matches Companies House and your site.
Which local SEO audit tools work best for UK data?
BrightLocal and Whitespark handle UK citations and rank tracking, though trade directory coverage varies. A spreadsheet plus Google Search Console is a useful baseline.
Do Trustpilot and Checkatrade affect local rankings?
They influence prominence and click-through, even if they are not direct ranking factors. Recent reviews on relevant UK platforms help users choose.