Local SEO Checklist | Local SEO Checklist

Local Strategy

Define the local customers and services the business actually serves.

List legitimate operating locations and service areas, then map them to customer needs and landing pages. Separate storefront and service-area requirements. Prioritize places the business can reliably serve rather than producing a city page for every nearby name.

Define priority services and cities Critical Strategist Screenshot, report export, URL, test submission, or implementation note
Identify local competitors Critical Strategist Screenshot, report export, URL, test submission, or implementation note
Map keywords by service and location High Strategist Screenshot, report export, URL, test submission, or implementation note
Clarify storefront or service-area model High Strategist Screenshot, report export, URL, test submission, or implementation note
Document local lead goals Recommended Strategist Screenshot, report export, URL, test submission, or implementation note
Choose primary conversion actions Recommended Strategist Screenshot, report export, URL, test submission, or implementation note

Google Business Profile

Keep the business profile accurate and within its available features.

Confirm ownership and compare public details with current business records. Use categories that describe the business, and fill services, hours and attributes truthfully. Product and appointment features vary, so verify what is available for the profile before marking an item complete.

Claim and verify the profile Critical Marketing Team Screenshot, report export, URL, test submission, or implementation note
Complete business name, address, and phone Critical Marketing Team Screenshot, report export, URL, test submission, or implementation note
Choose accurate primary and secondary categories High Marketing Team Screenshot, report export, URL, test submission, or implementation note
Add services, products, and attributes High Marketing Team Screenshot, report export, URL, test submission, or implementation note
Upload high-quality photos Recommended Marketing Team Screenshot, report export, URL, test submission, or implementation note
Keep hours and holiday hours accurate Recommended Marketing Team Screenshot, report export, URL, test submission, or implementation note

Reviews and Reputation

Make review requests fair and responses useful.

Use a consistent process for eligible customers without screening requests by expected sentiment. Respond to feedback professionally and move private customer details out of public replies. Track recurring operational problems as well as review counts.

Build a compliant review request process Critical Marketing Team Screenshot, report export, URL, test submission, or implementation note
Respond to positive reviews Critical Marketing Team Screenshot, report export, URL, test submission, or implementation note
Respond professionally to negative reviews High Marketing Team Screenshot, report export, URL, test submission, or implementation note
Monitor review sentiment High Marketing Team Screenshot, report export, URL, test submission, or implementation note
Avoid review gating Recommended Marketing Team Screenshot, report export, URL, test submission, or implementation note
Track review velocity over time Recommended Marketing Team Screenshot, report export, URL, test submission, or implementation note

Citations and Local Listings

Maintain one reliable source of business contact information.

Audit the listings customers are likely to use and record corrections in a shared log. Resolve duplicates through the platform's process rather than creating more profiles. Allow for legitimate tracking numbers or format differences before treating every variation as an error.

Audit NAP consistency Critical Marketing Team Screenshot, report export, URL, test submission, or implementation note
Fix duplicate listings Critical Marketing Team Screenshot, report export, URL, test submission, or implementation note
Update core directories High Marketing Team Screenshot, report export, URL, test submission, or implementation note
Add relevant industry directories High Marketing Team Screenshot, report export, URL, test submission, or implementation note
Check Apple Business Connect and Bing Places Recommended Marketing Team Screenshot, report export, URL, test submission, or implementation note
Track listing changes Recommended Marketing Team Screenshot, report export, URL, test submission, or implementation note

Local Website Content

Give each local page useful, verifiable local information.

Explain the actual service coverage, contact route and relevant operating details. Use approved local examples when available. Avoid implying an office or storefront exists where it does not, and do not manufacture location-specific testimonials to differentiate similar pages.

Create useful location pages Critical Marketing Team Screenshot, report export, URL, test submission, or implementation note
Add service area details Critical Marketing Team Screenshot, report export, URL, test submission, or implementation note
Add localized testimonials or proof High Marketing Team Screenshot, report export, URL, test submission, or implementation note
Use LocalBusiness schema where appropriate Mark up accurate public business facts consistent with the operating model. Do not invent an address or location to satisfy a schema field. High Marketing Team Screenshot, report export, URL, test submission, or implementation note
Link location pages to service pages Recommended Marketing Team Screenshot, report export, URL, test submission, or implementation note
Avoid thin copy-paste city pages Recommended Marketing Team Screenshot, report export, URL, test submission, or implementation note

Tracking and Reporting

Connect local visibility to real enquiries.

Test phone and form actions, label profile links consistently and review lead quality by location. Record the location and device used for map checks because results vary by searcher context. Compare trends with actual enquiries instead of judging success by one map position.

Track calls and form leads Critical Strategist Screenshot, report export, URL, test submission, or implementation note
Use UTMs on GBP links Critical Strategist Screenshot, report export, URL, test submission, or implementation note
Monitor map pack rankings High Strategist Screenshot, report export, URL, test submission, or implementation note
Track direction requests and calls Use the interaction metrics actually available in the profile. A directions request or call-button interaction is not proof of a completed visit or qualified call. High Strategist Screenshot, report export, URL, test submission, or implementation note
Review local landing page conversions Recommended Strategist Screenshot, report export, URL, test submission, or implementation note
Refresh local content quarterly Recommended Strategist Screenshot, report export, URL, test submission, or implementation note

Official References

Use the current documentation for platform-specific settings and requirements.

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