When someone searches “plumber near me” or “dentist in Austin”, Google shows a map with three businesses at the top. Getting into that map pack is one of the most valuable things a local business can do, and most of the work is free.
Use this checklist to cover the local SEO essentials step by step.
1. Claim and complete your Google Business Profile
- Claim and verify your profile at Google Business Profile.
- Choose the most accurate primary category, then add relevant secondary categories.
- Add your exact business name (no extra keywords), address or service area, phone number, website and opening hours.
- Write a clear description of what you do and where you do it.
- List your services or products.
- Upload real photos of your team, work, premises and vehicles, and keep adding new ones.
2. Keep your NAP consistent everywhere
NAP means Name, Address, Phone. It should be identical on your website, Google Business Profile, social media profiles and every directory. Small differences, like “St.” on one site and “Street” on another, are fine; different phone numbers or old addresses are not.
3. Build local citations
Citations are listings of your business on other websites. Start with the major ones, such as Bing Places, Apple Business Connect, Yelp, Facebook and the leading directories in your industry and country, then add trusted local directories and your chamber of commerce.
4. Get more reviews, and reply to all of them
- Ask every happy customer for a Google review, using a direct review link.
- Make it easy: send the link by SMS or email right after the job is done.
- Reply to every review, positive or negative, politely and professionally.
- Never buy reviews or offer rewards for them. It breaks Google’s policies and can get your profile suspended.
5. Optimise your website for local search
- Put your city or service area in the title tag and H1 of your home page and service pages where it is natural.
- Show your NAP in the footer of every page.
- Embed a Google Map on your contact page.
- Create a separate page for each main service.
- If you serve several cities, create genuinely useful location pages, not copies with only the city name changed.
6. Add LocalBusiness schema
Structured data helps search engines understand your business details. Add LocalBusiness schema (or a more specific type such as Dentist or Plumber) with your name, address, phone, hours and geo-coordinates. SEO plugins like Rank Math make this easy on WordPress.
7. Make your site fast and mobile-friendly
Most local searches happen on phones. Your site must load fast, have tap-friendly buttons and a click-to-call phone number.
8. Earn local links and mentions
- Sponsor local events, teams or charities.
- Partner with complementary local businesses.
- Get featured in local news or community blogs.
9. Post updates to your Google Business Profile
Share offers, news, events and recent projects. Regular activity keeps your profile fresh and gives searchers more reasons to choose you.
10. Track your results
Use Google Business Profile performance reports, Google Search Console and Google Analytics to see calls, direction requests, website clicks and rankings for your main keywords.
Want local SEO done for you?
Our SEO services cover Google Business Profile optimisation, citations, on-page SEO and local link building for businesses in the US, UK and Europe. If your website needs a refresh first, our WordPress development team builds fast, local-SEO-ready sites.
Frequently asked questions
How long does local SEO take to work?
Some improvements, like a completed Google Business Profile, can show results within weeks. Competitive markets usually take a few months of consistent work.
Do I need a physical address for local SEO?
No. Service-area businesses can hide their address and set the areas they serve instead, as long as they meet customers at the customer’s location.
Are reviews important for local rankings?
Yes. Google lists reviews among the factors that help local ranking, and they strongly influence which business a customer chooses.
Should I put keywords in my Google Business Profile name?
No. Use your real business name only. Adding keywords goes against Google’s guidelines and can lead to suspension.
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