How To Run A Local Citation Audit For A Prospect Using GMB Briefcase | Help Center

When it comes to local SEO, one of the most critical elements for success is maintaining consistent and accurate business information across the web. Local citations—mentions of your business name, address, and phone number (NAP) on online directories and platforms—play a significant role in boosting your visibility in local search results. For agencies and marketers, running a local citation audit is an essential step when onboarding a new client or evaluating a prospect’s local SEO performance.

In this guide, we’ll walk you through how to run a local citation audit for a prospect using the tools and resources available through GMB Briefcase | Help Center. This process will help you identify inconsistencies, gaps, and optimization opportunities that can make or break your prospect’s local search presence.

What is a Local Citation Audit?

A local citation audit is the process of reviewing and analyzing all instances where a business is mentioned online, ensuring that its information is accurate, consistent, and optimized. This audit helps to:

• Identify incorrect or outdated NAP details.

• Locate missing citations on key platforms.

• Evaluate duplicate listings that may harm local SEO.

• Uncover areas for improvement to enhance local search rankings.

With tools like those available at GMB Briefcase | Help Center, conducting a citation audit becomes a streamlined and efficient process, saving you time while delivering actionable insights.

Why Are Local Citations Important for SEO?

Local citations contribute significantly to how search engines, like Google, determine a business's relevance and authority in a specific location. Consistent and accurate citations help:

1. Improve Local Search Rankings: Accurate information across multiple platforms builds trust with search engines, increasing the likelihood of appearing in the Local Pack and map results.

2. Enhance Customer Trust: Inconsistent or incorrect business information can frustrate potential customers and lead to lost opportunities.

3. Boost Traffic and Engagement: A strong citation presence ensures customers can easily find and engage with your business online.

How to Run a Local Citation Audit Using GMB Briefcase | Help Center

At GMB Briefcase | Help Center, we provide a suite of tools designed to make local citation audits simple and effective. Here’s a step-by-step guide to conducting an audit for your prospect:

1. Gather Prospect Information

Before starting, collect the basic details of your prospect’s business, including:

• Business Name

• Address

• Phone Number (NAP)

• Website URL

• Key business categories and services

Having this information handy ensures you can easily compare it against citations found during the audit.

2. Log Into GMB Briefcase

Access the GMB Briefcase platform and navigate to the Local Citation Audit tool. If you’re new to the platform, you can create an account and explore the Help Center for detailed tutorials and guidance on getting started.

3. Input the Business Information

Enter your prospect’s NAP details and website URL into the audit tool. The tool will scan major directories, local listing sites, and other citation sources to gather all mentions of the business online.

4. Analyze the Audit Results

Once the scan is complete, the tool will provide a comprehensive report that includes:

• Existing Citations: A list of platforms where the business is currently listed.

• NAP Consistency: Flags for any discrepancies in the name, address, or phone number across platforms.

• Missing Citations: Recommendations for high-priority sites where the business should be listed.

• Duplicate Listings: Identifies duplicate profiles that can confuse search engines and customers.

5. Review Inaccuracies and Opportunities

Take a closer look at the report to identify specific issues:

• Are there outdated addresses or phone numbers?

• Are there any inconsistencies in the business name or spelling?

• Which key platforms are missing the business listing entirely?

This step is critical in developing an actionable plan to improve the business’s local SEO performance.

6. Export and Share the Audit Report

With the GMB Briefcase platform, you can easily export the audit results into a professional report. Share this report with your prospect to:

• Showcase your expertise.

• Highlight areas of improvement.

• Demonstrate the value of your services in improving their local search visibility.

7. Implement Fixes and Recommendations

Once your prospect becomes a client, use the insights from the audit to:

• Update incorrect NAP information on existing platforms.

• Create new citations on high-priority directories.

• Remove or merge duplicate listings.

• Monitor progress over time to ensure sustained citation accuracy.

Pro Tips for Running a Successful Citation Audit

• Focus on High-Authority Directories: Prioritize platforms like Google My Business, Yelp, Facebook, and local industry-specific directories.

• Use the GMB Briefcase Help Center: Leverage the Help Center resources for troubleshooting common citation issues and learning best practices.

• Track Changes Over Time: Regularly revisit and update citations to maintain consistency as the business grows or changes.

Final Thoughts

A local citation audit is a foundational step in building a strong local SEO strategy for your prospects. By identifying and correcting inconsistencies, you can help businesses improve their visibility, attract more customers, and establish credibility in their market.

With the tools and support provided by GMB Briefcase | Help Center, running a citation audit is easier than ever. Whether you’re working with small businesses or large enterprises, the insights gained from these audits can set the stage for long-term SEO success. Start using GMB Briefcase today, and take your local SEO services to the next level!

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