Course: Digital Marketing
Topic: Local SEO Audit and Performance Tracking
Learning Level: Beginner to Advanced
Course Link: JustAcademy Digital Marketing Course
Demo Registration: Register for Digital Marketing Course Demo
Local SEO (Local Search Engine Optimization) is the process of improving a business's visibility in location-based search results. It helps customers find nearby businesses, service providers, shops, restaurants, educational institutes, and other local services through search engines and map platforms.
A Local SEO Audit is a systematic examination of a business's online presence to identify problems and opportunities that may affect local search visibility, website usability, customer trust, and lead generation. It examines the Google Business Profile, website, local keywords, business information, customer reviews, citations, backlinks, technical SEO, and competitors.
Performance Tracking is the ongoing process of measuring and evaluating the results of Local SEO activities. It helps marketers understand whether their work is improving search visibility, website traffic, customer interactions, phone calls, direction requests, enquiries, and conversions.
For example, a digital marketing agency in Mumbai may audit its Google Business Profile, review its service pages, check business information across directories, and monitor search performance. After making improvements, it can compare monthly data to understand whether more potential customers are finding and contacting the business.
After completing this topic, learners should be able to:
A Local SEO Audit is a detailed assessment of how effectively a business is represented and discovered in local search. It identifies weaknesses in business listings, website content, technical setup, customer reviews, citations, and performance measurement.
The purpose of an audit is not simply to generate a score. It is to find specific problems, understand their impact, recommend corrections, assign responsibility, and verify whether the corrections have been completed.
A training institute wants to attract more students from its local area. During an audit, the digital marketer discovers that the Google Business Profile has outdated hours, the website does not explain the institute's main courses clearly, and several directories display an old phone number.
The marketer records each issue, prioritizes corrections, updates the relevant information, improves the course pages, and tracks website enquiries and profile interactions over the following months.
| Audit Area | What Is Checked | Purpose |
|---|---|---|
| Google Business Profile | Business name, category, address, hours, phone, services, photos, reviews. | Maintain accurate and useful business information. |
| Local Keyword Research | Service-related and location-related search queries. | Identify relevant search opportunities. |
| Website SEO | Titles, headings, content, internal links, local landing pages. | Help users and search engines understand the business. |
| Technical SEO | Indexing, crawlability, HTTPS, mobile usability, page performance. | Identify technical barriers to website access and discovery. |
| Local Citations | Business name, address, phone number, website links. | Find inaccurate or duplicate business listings. |
| Reviews and Reputation | Review activity, response quality, recurring customer concerns. | Understand customer experience and reputation. |
| Backlinks and Mentions | Relevant local links and legitimate business mentions. | Identify opportunities to build local visibility. |
| Competitor Analysis | Competitor profiles, websites, content, reviews, and visibility. | Discover gaps and improvement opportunities. |
| Performance Tracking | Search impressions, clicks, leads, calls, conversions, and trends. | Measure results and guide future decisions. |
Local SEO Performance Tracking is the regular measurement of activities and results related to local search visibility. It helps a business determine whether its SEO work is attracting relevant users and contributing to business objectives.
Performance tracking compares data across defined time periods, identifies changes, investigates possible causes, and helps marketers decide what to do next.
| Local SEO Audit | Performance Tracking |
|---|---|
| Examines the current condition of a business's local SEO setup. | Measures performance and changes over time. |
| Identifies problems and opportunities. | Evaluates results and trends. |
| May be performed at the beginning of a project and periodically afterward. | Usually performed continuously or on a regular reporting schedule. |
| Example: Finding an outdated business phone number. | Example: Measuring changes in profile calls after correcting the phone number. |
| Produces an audit report and action list. | Produces performance reports and recommendations. |
Google explains that local search results are mainly influenced by relevance, distance, and prominence. These concepts provide useful context when auditing a business's local presence.
Relevance refers to how closely a business profile matches what a person is searching for.
Audit checks:
Distance refers to how far a business is from the searcher's location or the location associated with the search.
Audit checks:
Distance is not a setting that a business can freely manipulate. Do not use fake addresses to target more locations.
Prominence refers to how well-known a business is. Google indicates that information from across the web, including links and articles, and review quantity and ratings can contribute to prominence.
Audit checks:
No single audit item guarantees a particular local ranking. Search results also vary by query, location, and other contextual factors.
Google Business Profile allows eligible businesses to manage their business information on Google Search and Maps. Auditing this profile is an important part of Local SEO because inaccurate information can confuse customers and make it harder for them to contact or visit a business.
Verify that the name represents the real-world business. Do not add unnecessary keywords, promotional claims, or location names solely to manipulate search rankings.
Check that the primary category accurately represents the main business activity. Add other categories only when they genuinely apply.
Confirm that the address is accurate for an eligible customer-facing location. If the business serves customers at their locations, review its service-area setup and ensure it follows Google's rules.
Check the phone number, website link, opening hours, and other customer-facing information. Confirm that the website link works and directs customers to the appropriate page.
Review the services, attributes, and other available fields. Include only information that accurately represents the business.
Check whether images are genuine, relevant, and representative of the business. Replace outdated or misleading visuals when appropriate.
Check recent reviews, unanswered feedback, recurring complaints, and opportunities to improve customer service. Invite honest feedback without buying reviews or offering rewards for positive ratings.
A website audit evaluates whether a local business's website is useful, accessible, relevant, and easy to navigate. It also identifies content and technical problems that may prevent important pages from being discovered or used effectively.
Review whether each important page has an accurate title and useful description. Avoid duplicate titles and unnecessary keyword repetition.
Example title:
<title>Digital Marketing Services in Mumbai | ABC Digital</title>Example meta description:
<meta name="description" content="Explore SEO, paid advertising and social media services for businesses in Mumbai. Contact ABC Digital to discuss your marketing goals.">Search engines may generate a different search snippet from the page content, so a meta description is not guaranteed to appear exactly as written.
Check that headings are descriptive and organized logically. The page should be written for people rather than designed only around keywords.
<h1>Digital Marketing Services in Mumbai</h1>
<h2>Search Engine Optimization</h2>
<h2>Paid Advertising</h2>
<h2>Social Media Marketing</h2>Review service and location pages for useful information, originality, and relevance. A page should provide meaningful value for its intended audience rather than merely swapping city names in duplicate content.
Check whether users can navigate easily between service pages, case studies, FAQs, contact information, and other relevant content. Repair broken links where possible.
Make sure the website's business details are accurate. If the business has multiple locations, provide clear information for each location where appropriate.
Review contact forms, phone links, booking links, and enquiry buttons. Test them to make sure they work and that submitted enquiries reach the correct team.
Technical SEO checks whether a website can be accessed, crawled, rendered, and indexed appropriately by search engines. It also evaluates technical elements that affect usability.
| Technical Element | What to Check | Possible Action |
|---|---|---|
| HTTPS | Does the site use a valid secure connection? | Resolve certificate or mixed-content issues. |
| Indexability | Can important pages be indexed? | Review robots directives, noindex tags, and canonical tags. |
| Crawlability | Can search engines discover important URLs? | Review internal links, redirects, and crawl restrictions. |
| Mobile Usability | Can users navigate the site on mobile devices? | Test navigation, forms, text, and buttons on different screens. |
| Page Performance | Are pages slow or visually unstable? | Optimize images, scripts, and other performance bottlenecks. |
| XML Sitemap | Does the sitemap contain appropriate URLs? | Update and submit a valid sitemap when needed. |
| Broken Links | Do important links lead to missing pages? | Repair links or redirect URLs when appropriate. |
| Structured Data | Does relevant structured data accurately describe the page? | Validate markup and follow search engine guidelines. |
Google Search Console helps website owners examine search performance, indexing information, and certain technical issues.
During an audit, review:
Not every page is expected to be indexed. The goal is to ensure that important, useful, canonical pages are accessible and eligible for search where appropriate.
NAP stands for Name, Address, and Phone Number. A local citation is an online mention of a business's details, often found in directories, industry websites, associations, and local business listings.
A citation audit checks whether business information is accurate, whether important listings are missing, and whether duplicate or outdated listings may confuse customers.
| Platform | Business Name | Phone | Status | Action |
|---|---|---|---|---|
| Google Business Profile | ABC Digital | Correct | Pass | No change required. |
| Industry Directory | ABC Digital | Outdated | Needs Fix | Update the phone number. |
| Local Directory | ABC Digital Services | Correct | Review | Confirm the correct real-world business name. |
| Old Listing | ABC Digital | Old Number | Needs Review | Request correction or removal through the platform. |
Minor formatting variations do not automatically create a ranking penalty. Prioritize accurate, useful, important listings and ensure that customers can reach the business.
Customer reviews provide information about customer experiences and influence how potential customers evaluate a business. A review audit examines review activity, response practices, and recurring feedback themes.
A local service company receives repeated complaints about slow updates after a booking. The audit identifies this pattern. The business introduces a clearer communication process, assigns responsibility for customer updates, and reviews future feedback to assess whether the problem has improved.
Do not buy reviews, fabricate testimonials, or offer rewards in exchange for positive ratings. Negative feedback should be investigated rather than automatically treated as fake.
Keyword and competitor auditing helps marketers understand which local searches are relevant, which pages address those searches, and where the business may be missing useful information.
Search results can vary by location and query. Record the search term, date, and location when comparing competitors. Do not assume that a competitor's ranking proves a particular tactic caused it.
KPI stands for Key Performance Indicator. A KPI is a measurable value used to evaluate progress toward a defined objective.
For example, if a local business wants to generate more enquiries, it may monitor organic website visits, calls, enquiry form submissions, qualified leads, and conversion rate.
| KPI | What It Measures | Example Goal |
|---|---|---|
| Organic Clicks | Clicks from unpaid Google search results. | Increase relevant organic clicks over a defined period. |
| Organic Impressions | How often website results appear in Google Search. | Improve exposure for relevant service queries. |
| Local Search Visibility | Visibility for selected queries across relevant locations. | Improve coverage in the target market. |
| Profile Interactions | Available actions such as website clicks, calls, and directions. | Increase useful customer interactions. |
| Website Leads | Enquiries submitted through tracked forms or other channels. | Increase qualified enquiries. |
| Conversion Rate | Percentage of eligible visitors who complete a defined action. | Improve the proportion of visitors who enquire. |
| Review Volume | Number of reviews received during a period. | Maintain a consistent flow of genuine customer feedback. |
| Average Rating | Average of the ratings in a defined dataset. | Monitor customer feedback trends. |
| Phone Calls | Calls recorded by available platform reporting or tracking. | Understand phone enquiry activity. |
| Direction Requests | Direction-related interactions reported by available tools. | Understand interest in visiting a physical location. |
Choose KPIs based on business objectives. A service-area business may care more about qualified calls and leads, while a shop may also care about direction requests and store visits.
| Tool | Main Purpose | What to Track |
|---|---|---|
| Google Business Profile | Manage eligible business information and view available profile performance. | Interactions and other available profile metrics. |
| Google Search Console | Measure website performance in Google Search. | Clicks, impressions, click-through rate, average position, queries, and pages. |
| Google Analytics 4 | Analyze website and app activity. | Users, sessions, landing pages, events, and conversions when configured. |
| Google Tag Manager | Manage supported website measurement tags. | Implementation and firing of configured tracking tags. |
| PageSpeed Insights | Evaluate page performance and experience diagnostics. | Performance opportunities and Core Web Vitals information where available. |
| Google Trends | Explore relative search interest over time. | Topic interest patterns and seasonal demand. |
| Keyword Research Tools | Explore keywords and estimated search demand. | Related queries, estimated volume, and competition metrics. |
| Rank Tracking Tools | Monitor selected search terms across locations. | Local visibility trends and ranking observations. |
| Spreadsheet Software | Organize audit findings and reports. | Issues, priorities, owners, dates, and performance changes. |
Tool features and data availability vary. Third-party tools provide estimates and do not reveal Google's complete ranking formula. Use actual business outcomes and multiple sources of evidence when making decisions.
Google Search Console helps website owners understand how their pages perform in Google Search. It is useful for discovering which queries and pages generate visibility and for investigating certain indexing issues.
Clicks represent visits from a Google Search result to the website. Compare clicks over defined periods to evaluate changes in search traffic.
Impressions indicate how often a website result was shown in search results under Search Console's reporting rules. Rising impressions may indicate increased exposure, but the search terms and relevance of that exposure also matter.
CTR measures the proportion of impressions that resulted in clicks.
CTR (%) = (Clicks / Impressions) * 100Example: A page receives 1,200 impressions and 60 clicks.
CTR = (60 / 1200) * 100
CTR = 5%Average position is a Search Console metric based on the positions of a site's results for reported searches. It is not a universal fixed rank for every user or location. Different queries, devices, and search contexts can produce different results.
Google Analytics 4 (GA4) measures activity on a website or app when it is correctly configured. It helps marketers understand what visitors do after arriving at a website.
| Metric | Explanation | Example Use |
|---|---|---|
| Users | Users recognized by the analytics reporting system. | Understand audience size. |
| Sessions | Visits recorded under GA4's session rules. | Measure website visit activity. |
| Landing Page | The page through which a session begins. | Identify local pages attracting visitors. |
| Engagement | Measures interactions according to GA4's engagement definitions. | Assess how visitors interact with the website. |
| Events | Recorded interactions configured or collected in GA4. | Track actions such as form submissions. |
| Key Events | Events designated as important business outcomes. | Measure meaningful enquiries or purchases. |
| Traffic Source | Information about how visitors arrived at the website. | Analyze organic search and other channels. |
For example, a local service business may receive more organic traffic but fewer enquiries. GA4 and enquiry tracking can help identify whether visitors are landing on the wrong pages, struggling with forms, or failing to find the next step.
Google Business Profile provides performance information for eligible profiles and available metrics. Depending on the business and current reporting features, data may include profile interactions, website clicks, calls, direction requests, messages, bookings, or other actions.
Available metrics depend on the business, profile features, and current reporting interface. Do not assume that every profile has every metric.
Google provides an option to link eligible Google Business Profile data with Google Analytics. This can help bring available profile interactions together with website and app data for a broader view of the customer journey.
When using linked data, check the configuration, date range, available metrics, and whether data is aggregated across multiple profiles. Avoid treating a correlation between profile interactions and sales as proof that one caused the other.
Local keyword ranking tracking measures how visible a business is for selected search queries in relevant locations. Local search results may vary depending on the searcher's location, query, device, and other contextual factors.
| Keyword | Location | Previous Observation | Current Observation | Action |
|---|---|---|---|---|
| SEO agency Mumbai | Mumbai | Position 12 | Position 8 | Review pages and continue monitoring. |
| Local SEO services Mumbai | Mumbai | Position 15 | Position 11 | Check relevant content and search intent. |
| Digital marketing agency Andheri | Andheri | Position 9 | Position 13 | Investigate the change and validate tracking consistency. |
Note: The values are fictional examples. They are not actual search results. Record whether a value represents a map result or an organic result because those are different result types.
Conversion tracking measures whether website visitors or local search users complete a desired action. This is important because improved visibility is valuable only when it supports meaningful business objectives.
Conversion Rate (%) =
(Number of Conversions / Number of Eligible Visits) * 100Example: A local service page receives 800 eligible visits and generates 32 enquiries.
Conversion Rate = (32 / 800) * 100
Conversion Rate = 4%Tracking should respect consent requirements, privacy laws, and the business's data policies. Do not collect unnecessary sensitive information.
Percentage Change (%) =
((Current Period Clicks - Previous Period Clicks) / Previous Period Clicks) * 100Example: Organic clicks increase from 400 to 500.
Percentage Change = ((500 - 400) / 400) * 100
Percentage Change = 25%Lead Change (%) =
((Current Leads - Previous Leads) / Previous Leads) * 100Example: Monthly enquiries increase from 40 to 50.
Lead Change = ((50 - 40) / 40) * 100
Lead Change = 25%Review Response Rate (%) =
(Number of Eligible Reviews Responded To / Total Eligible Reviews) * 100Example: A business responds to 36 out of 40 eligible reviews.
Response Rate = (36 / 40) * 100
Response Rate = 90%Average Rating = Sum of Ratings / Number of RatingsExample: A business receives ratings of 5, 4, 4, 5, and 3.
Average Rating = (5 + 4 + 4 + 5 + 3) / 5
Average Rating = 4.2 out of 5Cost per lead is useful when a business also invests in paid marketing or incurs identifiable campaign costs. It is not a standalone organic ranking metric.
Cost Per Lead = Total Relevant Marketing Cost / Number of LeadsExample: If a defined campaign costs ₹10,000 and generates 25 leads:
Cost Per Lead = ₹10,000 / 25
Cost Per Lead = ₹400When measuring organic SEO costs, define which expenses are included, such as agency fees, content production, tools, or internal staff time.
CTR (%) = (Clicks / Impressions) * 100Example: A page receives 2,000 impressions and 100 clicks.
CTR = (100 / 2000) * 100
CTR = 5%A scorecard helps teams summarize audit findings. It should be used as an internal prioritization tool rather than as an official Google ranking score.
| Audit Category | Score | Maximum Score | Observation |
|---|---|---|---|
| Google Business Profile | 8 | 10 | Several details need review. |
| Website On-Page SEO | 7 | 10 | Some service pages need improvement. |
| Technical SEO | 6 | 10 | Performance and indexing checks required. |
| Local Citations | 7 | 10 | Some directory information is outdated. |
| Reviews and Reputation | 8 | 10 | Review responses are generally consistent. |
| Tracking and Reporting | 5 | 10 | Conversion tracking needs verification. |
Example total: 41 out of 60 points.
Audit Score (%) = (Total Score / Maximum Score) * 100
Audit Score = (41 / 60) * 100
Audit Score = 68.33%The score above is fictional. Each business should define its own scoring criteria and use the score to organize work. A high overall score should not hide a critical issue such as an incorrect phone number or a blocked important page.
Not every audit issue has the same level of urgency. Prioritization helps a team address the most important problems first.
| Priority | Example | Recommended Action |
|---|---|---|
| Critical | Incorrect contact number, major profile eligibility problem, important page blocked from indexing. | Investigate and correct as soon as possible. |
| High | Broken enquiry form, incorrect business hours, major service page with serious content problems. | Schedule immediate corrective work. |
| Medium | Missing useful service content, inconsistent secondary directory listing. | Plan and complete within the agreed work cycle. |
| Low | Minor wording or formatting improvement without a significant customer impact. | Address during routine maintenance. |
A performance dashboard presents key data in a format that makes trends and issues easy to understand. It can be created using a spreadsheet, a reporting platform, or a business intelligence tool.
| Metric | Previous Month | Current Month | Interpretation |
|---|---|---|---|
| Organic Clicks | 400 | 500 | Clicks increased by 25%. |
| Organic Impressions | 8,000 | 9,000 | Search exposure increased. |
| Website Enquiries | 30 | 36 | Enquiries increased by 20%. |
| Review Responses | 24 of 30 | 36 of 40 | Response coverage increased. |
| Technical Issues Open | 12 | 5 | Several recorded issues were resolved. |
Note: This is a fictional example. The figures illustrate reporting only and are not actual results or guaranteed outcomes.
A consistent reporting process makes it easier to compare results and identify whether work is moving the business toward its objectives.
LOCAL SEO MONTHLY REPORT
Business:
Reporting Period:
Prepared By:
1. Executive Summary
2. Google Business Profile Performance
3. Google Search Console Performance
4. Website Traffic and Conversions
5. Local Keyword Visibility
6. Reviews and Reputation
7. Technical SEO Audit Findings
8. Completed Tasks
9. Outstanding Issues
10. Recommendations for Next Month| Mistake | Why It Is a Problem | Better Approach |
|---|---|---|
| Auditing only the business profile | Important website, citation, technical, and tracking issues may remain undiscovered. | Audit the full local search presence. |
| Checking rankings only once | One observation may not represent typical visibility. | Track selected queries and locations consistently. |
| Ignoring conversions | More traffic may not produce more leads or sales. | Measure relevant customer actions. |
| Using inconsistent reporting periods | Comparisons may be misleading. | Compare equivalent periods and document seasonal effects. |
| Relying only on third-party scores | Tool scores do not represent Google's complete ranking formula. | Review underlying evidence and business outcomes. |
| Ignoring tracking errors | Missing or duplicated events can distort reports. | Test analytics and conversion tracking regularly. |
| Making too many changes at once | It becomes difficult to understand which changes influenced the results. | Document changes and evaluate them systematically. |
| Focusing on vanity metrics | Impressions or rankings may rise without business value. | Connect visibility to qualified enquiries and customer outcomes. |
| Never repeating the audit | Business information and website issues can reappear. | Schedule regular reviews and maintain an issue tracker. |
A fictional training institute offers digital marketing, web development, and software testing courses. It wants to increase enquiries from students searching for training in its city.
After the changes, the institute compares its data with the baseline period. It checks whether important information is accurate, whether enquiries are tracked correctly, whether organic clicks have changed, and whether more relevant users are contacting the institute.
The institute should not assume that every change causes a ranking improvement. Results must be interpreted in context, and performance should be reviewed over a suitable period.
Objective: Conduct a basic local SEO audit for a real or fictional local business and prepare a performance tracking plan.
Choose a local business such as a training institute, restaurant, digital marketing agency, salon, clinic, or repair service.
Check the business name, category, contact details, hours, services, images, and customer review management.
Review page titles, headings, service pages, contact information, internal links, mobile usability, and important technical elements.
Identify three relevant directories or industry listings and compare their information with the business's correct details.
Prepare a list of at least five relevant local keywords and identify the pages that should address them.
Choose five to eight useful metrics, such as clicks, impressions, website enquiries, conversion rate, profile interactions, and review response rate.
List at least five audit findings, assign priorities, and define the recommended action for each.
Answer: A Local SEO Audit is a systematic examination of a business's local online presence to identify issues and opportunities affecting search visibility, customer trust, and lead generation.
Answer: It is the regular measurement of local search visibility, website activity, business profile interactions, leads, and other outcomes to evaluate the effectiveness of SEO activities.
Answer: An audit identifies current issues and opportunities, while performance tracking measures changes and results over time.
Answer: Google Business Profile, website SEO, technical SEO, local keywords, citations, reviews, backlinks, competitor analysis, and performance tracking.
Answer: KPI stands for Key Performance Indicator. It is a measurable value used to evaluate progress toward a defined business objective.
Answer: It helps website owners analyze search queries, clicks, impressions, CTR, average position, indexing information, and other available search performance data.
Answer: GA4 measures website and app activity, including users, sessions, events, and configured conversions. It helps marketers understand what visitors do after reaching the website.
Answer: Click-through rate is the percentage of impressions that result in clicks. It is calculated by dividing clicks by impressions and multiplying by 100.
Answer: Conversion rate is calculated by dividing the number of conversions by the number of eligible visits and multiplying by 100.
Answer: NAP stands for Name, Address, and Phone Number. NAP consistency means that important business information is accurate across relevant online listings.
Answer: It helps determine whether website visits and local search activity produce useful outcomes such as calls, enquiries, bookings, and sales.
Answer: Important information and performance can be monitored monthly, while a broader audit can be scheduled periodically and whenever major website or business changes occur. The frequency depends on the business and its needs.
Answer: It is a tool or process that monitors selected search terms across specified locations to observe changes in local search visibility.
Answer: It should include an executive summary, search performance, profile interactions, website traffic, conversions, review metrics, audit issues, completed tasks, and recommendations.
Answer: Incorrect configuration, missing events, duplicate tracking, or inconsistent reporting periods can produce misleading results. Validation helps ensure that decisions are based on reliable data.
Answer: No. An audit score is an internal assessment tool. It does not represent Google's complete ranking formula or guarantee a specific search position.
Answer: Review the quality and intent of the traffic, landing page relevance, website usability, enquiry forms, calls to action, and conversion tracking. Determine whether the change reflects visitor behavior or a measurement problem.
Answer: Consistent periods make comparisons more meaningful and reduce the risk of drawing incorrect conclusions from seasonal demand or different reporting durations.
Local SEO Audit and Performance Tracking are essential parts of a successful digital marketing strategy. A structured audit helps identify problems in business profiles, website content, technical SEO, citations, reviews, and local search targeting. Performance tracking then helps marketers evaluate whether their improvements are contributing to greater visibility, useful customer interactions, and business growth.
Google Search Console, Google Analytics 4, Google Business Profile performance reporting, and carefully maintained spreadsheets can provide useful information when configured and interpreted correctly. Marketers should validate data, compare equivalent periods, and focus on meaningful outcomes rather than relying exclusively on ranking positions or third-party scores.
The best approach is to audit systematically, prioritize important issues, implement corrections, measure results, and repeat the process. Local SEO results are not guaranteed, but consistent, evidence-based improvements help businesses maintain accurate information, serve customers more effectively, and make better marketing decisions.
To learn more about digital marketing and SEO, visit JustAcademy Digital Marketing Course or Register for Digital Marketing Course Demo.
Learning Tip: Choose one local business, perform a complete audit, record the most important issues, and select a few measurable KPIs. Recheck the data after implementing the corrections and document what changed, what improved, and what still needs attention.
