Business identity
- The primary business name is consistent across the website and major profiles.
- The homepage states the main category and services plainly.
- Phone, website, address and hours are current.
- Locations, service areas and team relationships are unambiguous.
- Old names, duplicate profiles and contradictory categories are documented for correction.
Service and expertise evidence
- Each priority service has a useful, crawlable page.
- Pages explain who the service is for, the process and important limitations.
- Claims are supported with specific proof rather than vague superlatives.
- Frequently asked questions reflect real customer decisions.
- Content is reviewed when services, credentials or availability change.
Local relevance
- Service areas are stated consistently.
- Location pages contain real local information rather than duplicate city-name swaps.
- Google Business Profile and other major profiles use accurate categories and details.
- Local organizations, partners or publications provide relevant independent mentions.
- Address or service-area changes are updated across priority sources.
Reviews and third-party authority
- Review profiles are active, accurate and linked to the correct business.
- Review requests follow platform policies and do not require positive sentiment.
- Professional associations and credentials are current and verifiable.
- Important directory profiles are complete and consistent.
- Low-quality or irrelevant listing work is not prioritized over authoritative sources.
Technical accessibility
- Important pages return a successful response and are not blocked from crawling.
- Titles and descriptions accurately summarize each page.
- Canonical URLs, sitemaps and internal links are consistent.
- Structured data matches information visible to users.
- Mobile contact and booking paths work from start to finish.
Monitoring discipline
Choose several buyer-intent prompts tied to real services and markets. Record platform, date, response, businesses mentioned and sources cited. Recheck on a defined cadence and separate durable trends from one-off variation.
Convert the audit into a short priority list with an owner and review date. A checklist only creates value when it leads to accurate public information and stronger evidence.