Local SEO Checklist

Google Business Profile

Your Google Business Profile (GBP) is the most direct influence on whether your business appears in local map results. Treat it as a living asset, not a one-time setup.

• Claim and verify the Google Business Profile if not already done.
• Business name matches the exact legal or trading name — no keyword stuffing in the name field.
• Primary category is the most accurate match to the main service offered.
• Address is correct and matches the format used on the website and other directories.
• Service area is set correctly for businesses that serve customers at their location (not a fixed storefront).
• Phone number is a local number, not a call center redirect.
• Website URL points to the homepage or the most relevant landing page.
• Business hours are accurate including holiday hours.
• Services and products sections are populated with descriptions and prices where applicable.
• At least 10 recent photos are uploaded — interior, exterior, team, and product shots.
• GBP posts are published regularly — at minimum once per month.
• Q&A section is monitored and seeded with common questions answered by the business.

NAP and citations

NAP (Name, Address, Phone) consistency is a foundational local ranking signal. Inconsistencies across directories confuse search engines and reduce trust.

• NAP on the website matches the GBP listing exactly — including abbreviations and formatting.
• NAP appears in text (not just an image) on the contact page and in the site footer.
• Check the top 10 local citations (Yelp, Bing Places, Apple Maps, Facebook, TripAdvisor, Yellow Pages, etc.) for NAP accuracy.
• Correct any citations with outdated addresses, wrong phone numbers, or duplicate listings.
• Submit the business to any relevant industry-specific directories not yet listed.
• Check for and claim or suppress duplicate GBP listings for the same business.

Location and service pages

Location and service pages on the website are the bridge between your GBP presence and organic local rankings. They need specific, useful content — not thin placeholder text.

• The homepage and contact page include the full NAP in visible text.
• A dedicated location page exists for each physical location or primary service area.
• Each location or service page has a unique title tag that includes the service and location (e.g. "Plumber in Austin, TX").
• Location pages include driving directions, parking notes, or landmarks relevant to local visitors.
• An embedded Google Map appears on the contact or location page.
• Service area pages describe the specific towns, cities, or neighborhoods served — not just the state or region.

Reviews and reputation

Reviews are both a local ranking signal and a conversion driver. A business with frequent recent reviews outperforms one with older reviews, even if the older review count is higher.

• A process exists to ask satisfied customers for reviews — ideally at the point of service completion.
• A direct link to the Google review form is available for sharing with customers.
• All Google reviews receive a response — especially negative ones, addressed professionally and promptly.
• Reviews on Yelp, Facebook, and any industry directories are also monitored and responded to.
• Review volume and recency are tracked monthly — flag if the pace of new reviews drops off.

Local technical signals

Technical signals confirm to search engines that your site belongs in local results. These are mostly one-time implementations that need periodic verification.

• LocalBusiness schema markup is implemented on the homepage and contact/location pages.
• Schema includes: name, address, phone, URL, opening hours, and geo coordinates.
• Test schema with Google's Rich Results Test — confirm no errors or warnings.
• The site loads in under 3 seconds on mobile — measured on a real device or via PageSpeed Insights.
• All location-related pages are included in the XML sitemap.
• No duplicate location pages with thin, near-identical content exist across the site.

Conversion proof

Local SEO drives visitors to the site — the site then needs to convert them. These elements build trust and lower friction for local searchers who are ready to act.

• Phone number is click-to-call on mobile and prominently placed above the fold.
• A contact form or booking widget is accessible from the homepage within one click.
• Business hours are visible without needing to click to a separate page.
• Social proof is present — testimonials, review count, case studies, or accreditations visible on landing pages.
• Images of the team, premises, or completed work are present and authentic-looking.
• A clear service area or "we serve X" statement appears on the homepage or landing page for searchers confirming coverage.

Local SEO FAQ

Related checklists

Use these alongside the local SEO checklist: On-Page SEO Checklist · Technical SEO Checklist · Small Business Website Checklist.