Local SEO checklist for small businesses

Local SEO is how a business shows up when nearby customers search for what it offers, in the map pack, on Google Maps and in local organic results. This checklist puts the work in a sensible order, so you fix the foundations before spending time on harder tasks. For broader site-wide basics, see our DIY SEO guide.

Google Business Profile

• Profile claimed and verified, with only one profile per location
• Real business name with no added keywords
• Most specific accurate primary category, plus relevant secondary categories
• Services or products listed with short descriptions
• Correct hours, including holiday hours
• Description that says what you do, for whom and where
• Real photos of the location, team and work, added regularly
• Attributes and common questions filled in accurately

Website

• Name, address and phone number on the site, matching the profile exactly
• A dedicated page for each core service
• Location pages only where you really serve an area, each with unique local detail
• Clear calls to action: phone number you can tap on mobile, contact form, directions
• Unique title tag and meta description on each page, mentioning the service and area
• Fast, mobile-friendly pages
• LocalBusiness structured data that matches the visible details

Citations and consistency

• Listed on major platforms such as Apple Maps, Bing Places and Facebook
• Listed on the directories that matter in your industry
• Old addresses, phone numbers and business names corrected everywhere
• Duplicate listings found and removed

Reviews

• Direct review link saved and easy to send
• A review request built into your normal process after each job
• Every review answered, including negative ones
• No incentives offered, no reviews filtered out, no fake reviews

Local links and mentions

• Chamber of commerce or trade association membership
• Local sponsorships, events or community involvement
• Partnerships with complementary local businesses
• Local press or blog coverage where you have a real story

Tracking

• Google Search Console set up for the website
• Business Profile Performance checked monthly: searches, calls, directions, website clicks
• UTM parameter on the profile's website link so analytics can tell profile traffic apart
• A short list of priority local keywords, reviewed every month

How to use this checklist

Work from the top down. Profile and website foundations usually show results soonest, while reviews and links build over time. Fix what's broken first, then turn the ongoing items (photos, reviews, posts and tracking) into a monthly routine.

If you'd rather not check every item by hand, the free GBP Analyzer reviews your profile against these local signals and gives you a prioritised list of fixes.

Quick Google Business Profile checklist

• Primary category is the most specific match for your main service
• Business name matches your signage exactly, with no added keywords
• Hours, holiday hours, phone and website link are correct
• Services list covers everything you offer, in plain language
• At least a few recent photos of real work, team and premises
• Every review gets a reply, including negative ones

Frequently asked questions