Local SEO Checklist: 20 Things Every Local Business Should Check
Local SEO doesn't have to be complicated.
But there are many small details that can affect how clearly Google and potential customers understand your business.
Use this checklist to review your local online presence.
Google Business Profile
1. Claim your Google Business Profile
Make sure your business has a Business Profile that you manage and that the information belongs to the correct business.
2. Choose the right primary category
Your primary category should accurately describe what your business is. Google recommends choosing the most specific category that represents your core business.
3. Check your business information
Make sure your business name, address, phone number and website are accurate.
4. Keep your opening hours updated
Check both your regular hours and special hours when applicable.
5. Add relevant services
Make sure the services listed on your profile accurately reflect what your business actually provides.
6. Add authentic photos
Use clear, relevant photos that help potential customers understand your business.
Google recommends adding photos to help customers recognize and understand a business.
7. Review your business description
Your description should clearly explain what your business does and what makes it relevant to potential customers.
Don't fill it with unnecessary keywords.
Reviews
8. Make it easy for customers to leave reviews
Google allows businesses to share a direct link that customers can use to leave a review.
9. Ask for genuine feedback
Ask real customers to share their experience.
Don't buy reviews or create fake ones.
10. Don't incentivize reviews
Google prohibits offering incentives in exchange for reviews.
11. Respond to your reviews
Respond professionally to both positive and negative feedback.
A response can also show potential customers that you pay attention to customer feedback.
Website
12. Clearly explain what you do
A visitor should be able to understand your business and services quickly.
13. Mention the areas you actually serve
If your business serves specific locations, make that clear where appropriate.
Don't create misleading location pages for areas you don't actually serve.
14. Make it easy to contact you
Your phone number, contact form or booking process should be easy to find.
15. Make sure your website works well on mobile
Many local searches happen on mobile devices, so your website should be easy to navigate on a phone.
Local visibility
16. Keep important business information accurate online
Check that important information about your business is correct across relevant online sources.
17. Make sure your website and Business Profile agree
Your website shouldn't say one thing while your Google Business Profile says something completely different.
Consistency helps create a clearer picture of your business.
18. Monitor your local visibility
Don't rely entirely on one search from one location.
Google explains that local results can depend on factors including relevance, distance and prominence, meaning results can vary depending on the search and location.
19. Look at your performance data
Review available Business Profile performance information and look at meaningful actions such as calls, website visits and other customer interactions.
Use the data to understand what is happening—not simply to chase a ranking number.
20. Review everything regularly
Businesses change.
Services change. Opening hours change. Websites change. Locations change.
Set aside time periodically to make sure your online information still represents your business accurately.
The goal isn't to “hack” Google
There isn't one secret setting that guarantees the top position on Google Maps.
Google says local results are primarily based on relevance, distance and prominence.
The goal of local SEO should therefore be to build an accurate, useful and trustworthy online presence.
If you work through this checklist and find several areas that need improvement, you have a clear starting point.
Want help with your local SEO?
NorthPeak Solutions helps local businesses optimize their Google Business Profile and improve their visibility in local search.
[Get in touch with NorthPeak Solutions →]
Google's systems, features and policies can change over time. This checklist is based on Google's publicly available guidance and provides general information.