The playbook
Local SEO: Review Process
A useful local SEO review ends with a supported decision for each item examined. Define the evidence required before opening the report: location, service, landing URL, contact route. These fields give reviewers a shared basis for agreeing what is working, what needs attention, and who should act.
Put the task in context
For a service business, separate the physical operating location from the area served. Check the business profile, contact page, service pages, and actual booking process against the same operating facts. A visitor should be able to determine whether the company serves the requested area before submitting an inquiry.
Set the review boundary
Choose the records or journeys that matter to the current question. Include a normal case, a recently changed case, and an exception where available. This is a diagnostic sample, not a claim that every item has been checked. Record how the sample was selected and what would justify expanding it.
Use explicit review criteria
| Criterion | Review question |
|---|---|
| Confirm real operating locations and service coverage | Is the supporting location current and traceable? |
| Match core services to useful website pages | Does service support the decision being made? |
| Reconcile profile details with the website | Can the next owner verify contact route? |
Inspect the evidence before assigning a result
For each item, compare the intended behavior with the observed behavior. Pay particular attention to optimizing for a city where the business cannot serve customers. If it appears, record where it occurs and which assumption it contradicts. Distinguish a verified defect from an unanswered question and from a preference about how the work should look.
Where the evidence supports the known correction, remove unsupported coverage claims and explain actual service boundaries. Give that action to an accountable owner with a description of the expected result. If you cannot yet identify the cause, assign a diagnostic action rather than prescribing a speculative repair.
Record a decision that can be acted on
| Decision | When to use it |
|---|---|
| Keep | The current state serves the intended task and the evidence is adequate. |
| Revise | A specific gap is confirmed and the proposed action addresses it. |
| Investigate | Important information is missing or conflicting. |
| Retire or combine | The item has no distinct useful purpose in the current scope. |
Verify corrections and expand selectively
Recheck the affected page or query record after the owner completes the action. Then inspect other items sharing the relevant cause. A shared template, process rule, or data source may justify expanding the review. Similar wording or appearance alone is a weaker reason.
Turn the review into a decision summary
Summarize the affected scope, confirmed findings, actions, and open questions. Connect the findings to qualified local inquiries using the same definition as the baseline. A good summary lets the responsible person decide what happens next without reading every working note.
Keep page purpose visible throughout the work. A technically valid page can still fail to answer the reader’s question. Separate access and discovery problems from content problems so that the assigned action matches the cause.
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