This local SEO checklist covers the 12 steps that most reliably move rankings — in the order you should do them. Work top to bottom: the foundation steps unlock the value of everything after them.
New to the topic? Read what local SEO is and the ranking factors first — this checklist turns those factors into action.
The checklist at a glance
- Claim & verify your Google Business Profile
- Set the correct primary category (and secondary categories)
- Complete every profile field
- Fix NAP consistency across your website
- Build citations on trusted directories
- Launch a steady review-generation system
- Respond to every review
- Earn locally-relevant backlinks
- Optimise on-page titles, headings & content
- Create location & service pages
- Add LocalBusiness schema markup
- Track rankings, calls & conversions
Foundation (steps 1–4)
1. Claim & verify your Google Business Profile. This is the base of local ranking. Claim the listing, complete verification, and remove any duplicate profiles.
2. Set the correct primary category. Your primary category is the strongest relevance signal. Choose the most specific one that matches your core service, then add accurate secondary categories.
3. Complete every profile field. Services, description, hours (including holidays), attributes, service areas, and real photos. Completeness itself is a ranking and conversion signal.
4. Fix NAP consistency. Your Name, Address, and Phone must be identical on your website (ideally in the footer and a contact page) and everywhere else online.
Authority (steps 5–8)
5. Build citations on trusted directories. Create consistent listings on Apple Maps, Bing Places, and the top authoritative and industry directories for your area. Learn more in the local SEO fundamentals.
6. Launch a steady review-generation system. Ask every happy customer, make it one tap with a review link, and aim for a natural, ongoing pace rather than a single burst.
7. Respond to every review. Thank positive reviewers and address negative ones professionally. Responses signal an active, trustworthy business.
8. Earn locally-relevant backlinks. Local news, associations, suppliers, sponsorships, and community sites carry the most weight for local prominence.
On-site (steps 9–12)
9. Optimise on-page titles, headings & content. Include your service and location naturally in title tags, the H1, and body content — write for people first.
10. Create location & service pages. Give each core service (and genuinely served area) its own useful page. Avoid thin, duplicated doorway pages.
11. Add LocalBusiness schema markup. Structured data confirms your business name, address, phone, hours, and geo details to search engines.
12. Track rankings, calls & conversions. Monitor map pack positions, Google Business Profile calls and direction requests, and website conversions so you know what's working.
Ongoing maintenance
Local SEO rewards consistency. Each week or two: add photos and a Google Post, respond to new reviews, keep details current, and continue earning reviews and local links. Momentum is what holds and grows map pack positions.
Want the whole checklist handled and reported on? See how I run Local SEO as a service, check what it costs, or book a free audit and I'll tell you which steps will move the needle fastest for your business.