Local SEO Audit Checklist for Cosmetic Practices: 22 Things to Check Right Now

After 22 years of running digital marketing for medical practices, I can tell you that most local SEO audits for cosmetic practices find the same problems in the same places. Missing schema. Uncompressed images. Inconsistent citations. Titles that are too long. Pages that exist but nobody links to them.

This checklist covers the 22 items I look at first when auditing a cosmetic or aesthetic practice site. Work through this list and you will find most of the issues holding your rankings back.

Google Business Profile

1. GBP is verified and not suspended
2. Primary category matches your core service (Plastic Surgeon, Medical Spa, Cosmetic Dentist)
3. All services are listed with descriptions
4. Photos are updated within the last 90 days
5. Weekly GBP posts are being published
6. All patient questions are answered
7. Review response rate is above 90%

On-Page SEO

8. Every page has a unique title tag under 60 characters
9. Every page has a unique meta description
10. Every page has exactly one H1
11. Service pages include the city name in the title and H1
12. No duplicate titles across the site
13. All images have descriptive alt text
14. No images over 100KB (use WebP format)

Technical SEO

15. Sitemap submitted to Google Search Console and Bing Webmaster Tools
16. No orphan pages (every page has at least one internal link pointing to it)
17. No 404 errors on internal links
18. Canonical tags are set on all pages
19. Site loads in under 3 seconds on mobile

Schema and AEO

20. LocalBusiness or MedicalOrganization schema on homepage
21. FAQPage schema on all service and procedure pages
22. AI crawlers (GPTBot, PerplexityBot) are allowed in robots.txt

What to Do With This Checklist

Work through these 22 items and note every one that fails. Prioritize by impact: technical issues like 404 errors and missing canonicals first, then schema, then on-page optimization, then GBP. Most practices find 8 to 12 issues on their first pass.

If you want us to run this audit for you, we do it free and deliver a prioritized action list with specific fixes, not a generic report. It takes us about 24 hours and costs you nothing.