Small mismatches that quietly cap a local ranking.

• NAP — name, address, phone — appears in the footer of every page, not just a contact page three clicks deep.
• The address is marked up with LocalBusiness schema, not just plain text.
• Each location, if more than one, has its own dedicated page rather than one page listing all locations.
• The phone number is a real local number where possible, not only a toll-free or national line.

• NAP matches character-for-character across your Google Business Profile, Bing Places and any major directories — "St" versus "Street" counts as inconsistent.
• An old address from a previous location is not still live on a directory you've forgotten about.
• Citations exist on at least the handful of directories that matter for your specific category, not only the general ones.
• Business hours match across every listing, including holiday hours wherever you've set them.

• At least one page mentions the specific neighbourhoods or areas actually served, not just the city name once in the footer.
• Content references genuinely local details — landmarks, local terminology — rather than a generic template with the city name swapped in.
• Reviews mentioning the location or service area are visible and not filtered out.

Pairs naturally with the Google Business Profile Audit Checklist — this one covers the website and citations, that one covers the profile itself.