Optimizing for local search involves dozens of factors across multiple platforms. This local SEO checklist breaks down every essential element into actionable items. Work through it systematically, and you'll cover the major ranking factors that determine local visibility.
Google Business Profile Checklist
Your Google Business Profile carries more weight than any other local SEO factor. These elements deserve your first attention.
Basic Information
- ☐ Business name matches exactly what's on your signage and legal documents
- ☐ Address is complete and accurate (include suite numbers)
- ☐ Phone number is a local number (not toll-free) with correct formatting
- ☐ Website URL points to your homepage or relevant landing page
- ☐ Hours of operation are current, including holiday hours
- ☐ Primary category is the most specific match for your main service
- ☐ Secondary categories are added for additional services
Business Description and Attributes
- ☐ Business description uses all 750 characters with natural keyword inclusion
- ☐ All relevant attributes are selected (payment methods, accessibility, etc.)
- ☐ Service area is defined if you travel to customers
- ☐ Services or products are listed with descriptions
Visual Content
- ☐ Logo is uploaded at correct dimensions
- ☐ Cover photo represents your business well
- ☐ At least 10 high-quality photos showing exterior, interior, team, and work
- ☐ Photos are geotagged with your business location
- ☐ Video content is added if available
- ☐ Photos are refreshed quarterly with new images
Engagement Features
- ☐ Posts are published weekly with updates, offers, or events
- ☐ Q&A section is monitored and questions are answered
- ☐ Common questions are pre-populated with your answers
- ☐ Messaging is enabled if you can respond promptly
Website Local SEO Checklist
Your website supports and amplifies your Google Business Profile signals.
Technical Local Factors
- ☐ NAP (Name, Address, Phone) appears on every page, typically in footer
- ☐ NAP is formatted consistently and matches Google Business Profile exactly
- ☐ LocalBusiness schema markup is implemented correctly
- ☐ Site loads in under 3 seconds on mobile devices
- ☐ Site is fully responsive and mobile-friendly
- ☐ SSL certificate is installed (HTTPS)
- ☐ XML sitemap exists and is submitted to Google Search Console
Contact Page Optimization
- ☐ Full address with embedded Google Map
- ☐ Phone number is clickable on mobile
- ☐ Email address or contact form
- ☐ Business hours
- ☐ Directions or parking information
- ☐ Service area information if applicable
Location Pages (If Serving Multiple Areas)
- ☐ Unique page for each major service area
- ☐ Original content specific to each location (not duplicated)
- ☐ Location name in title tag and H1
- ☐ Local landmarks, neighborhoods, or references
- ☐ Embedded map for each location
- ☐ Location-specific testimonials if available
On-Page Local Elements
- ☐ City/area name included in homepage title tag
- ☐ Local keywords in meta description
- ☐ Location mentioned naturally in page content
- ☐ Images have alt text including location where relevant
- ☐ Internal links connect location pages logically
Citations and Directories Checklist
Consistent business listings across the web reinforce your local presence.
Major Platforms (Priority)
- ☐ Google Business Profile
- ☐ Apple Maps Connect
- ☐ Bing Places for Business
- ☐ Facebook Business Page
- ☐ Yelp Business
Data Aggregators
- ☐ Data Axle (InfoUSA)
- ☐ Localeze/Neustar
- ☐ Foursquare
General Directories
- ☐ Yellow Pages (YP.com)
- ☐ Better Business Bureau
- ☐ Angi (if applicable)
- ☐ Thumbtack (if applicable)
- ☐ Local chamber of commerce
Industry-Specific Directories
- ☐ Identify top 5-10 directories for your industry
- ☐ Create or claim listings on each
- ☐ Ensure NAP consistency across all
Citation Maintenance
- ☐ Audit existing citations for accuracy
- ☐ Correct any inconsistencies found
- ☐ Remove or update duplicate listings
- ☐ Schedule quarterly citation audits
Reviews Checklist
Reviews influence both rankings and conversions significantly.
Review Generation
- ☐ Review request process is established
- ☐ Direct link to Google review form is created and easily shared
- ☐ Staff knows when and how to request reviews
- ☐ Follow-up system for review requests is automated
- ☐ Review requests are timed after positive interactions
Review Management
- ☐ All reviews are responded to within 24-48 hours
- ☐ Responses are professional and personalized
- ☐ Negative reviews are addressed constructively
- ☐ Reviews mentioning specific services/keywords are prioritized in responses
- ☐ Review monitoring alerts are set up
Review Diversification
- ☐ Reviews are sought on Google primarily
- ☐ Industry-relevant platforms also receive attention
- ☐ Facebook recommendations are encouraged
- ☐ Reviews are displayed on website (with proper markup)
Local Content Checklist
Content signals local relevance and attracts local links.
Local Blog Content
- ☐ Posts about local events relevant to your business
- ☐> Posts highlighting community involvement
- ☐ Local guides or resources for your industry
- ☐ Case studies featuring local clients (with permission)
- ☐ Seasonal content relevant to your area
Local Link Building
- ☐ Local news sites and blogs identified
- ☐ Community organizations you can partner with
- ☐ Local sponsorship opportunities
- ☐ Guest posting on local business blogs
- ☐ HARO or local media inquiries monitored
Tracking and Monitoring Checklist
Tools Setup
- ☐ Google Search Console connected
- ☐ Google Analytics installed with conversion tracking
- ☐ Google Business Profile insights reviewed monthly
- ☐ Local rank tracking tool in place
- ☐ Review monitoring alerts configured
Regular Monitoring
- ☐ Weekly: Check for and respond to new reviews
- ☐ Weekly: Publish Google Business Profile post
- ☐ Monthly: Review Search Console for local queries
- ☐ Monthly: Track local pack rankings for key terms
- ☐ Quarterly: Full citation audit
- ☐ Quarterly: Competitor analysis for local rankings
Using This Checklist
Don't try to complete everything at once. Prioritize in this order:
- Google Business Profile: Highest impact, tackle first
- Website Technical Factors: Foundation for everything else
- Major Citations: Core directory presence
- Review Process: Set up systems early
- Content and Links: Ongoing improvement
Check items off as you complete them, and schedule regular reviews to maintain optimization. Local SEO isn't set-and-forget—it requires consistent attention to stay competitive.
This checklist covers the essential local SEO factors that impact rankings. Complete implementations position your business to capture local search traffic consistently, turning nearby searchers into customers.