Local SEO is the process of optimising your online presence so that your business appears prominently when people search for services in your area. For local businesses, this is one of the most important marketing activities you can invest in. Here is a comprehensive checklist to make sure you are covering all the bases.
Google Business Profile
Your Google Business Profile is the cornerstone of local SEO. Getting this right should be your first priority.
- Claim and verify your Google Business Profile - Ensure your business name, address, and phone number are accurate - Choose the most specific primary category for your business - Add relevant secondary categories - Write a complete business description using natural language - Upload high-quality photos of your premises, team, and work - Set your correct business hours, including special hours for holidays - Add your website URL - Enable messaging if you can respond promptly - Post updates at least once a week
On-Page SEO
Your website needs to send clear signals to search engines about where you are located and what services you provide.
Title Tags and Meta Descriptions
Include your location and primary service in your title tags. For example, "Expert Plumbing Services in Bristol" is better than just "Our Services." Your meta descriptions should also include your location and a compelling reason for the searcher to click through to your site.
Location Pages
If you serve multiple areas, create a dedicated page for each location. Each page should have unique content that is relevant to that specific area, not just the same content with the town name swapped out. Include local landmarks, specific service details for that area, and any relevant local information.
NAP Consistency
NAP stands for Name, Address, and Phone number. These details should appear on every page of your website, typically in the header or footer, and they must be consistent across every online listing. Even small inconsistencies, like abbreviating "Street" to "St" in one place but not another, can confuse search engines.
Schema Markup
Add local business schema markup to your website. This structured data helps search engines understand key details about your business, such as your address, phone number, opening hours, and the type of business you run. Schema markup can also enhance how your site appears in search results with rich snippets.
Online Directories and Citations
Being listed consistently across online directories reinforces your legitimacy in the eyes of search engines.
- Submit your business to major directories like Yell, Thomson Local, and Bing Places - Ensure your NAP details are identical across all listings - Look for industry-specific directories relevant to your trade - Remove or update any outdated or duplicate listings - Consider using a citation management tool to monitor consistency
Reviews and Reputation
Reviews play a significant role in local search rankings and influence customer decisions.
- Actively ask satisfied customers to leave Google reviews - Provide a direct link to make the review process easy - Respond to every review, both positive and negative - Address negative reviews professionally and offer to resolve issues - Never buy fake reviews or offer incentives that violate platform guidelines
Content and Blogging
Regularly publishing relevant, locally-focused content helps establish your authority and provides more opportunities to rank for local search terms.
- Write blog posts about topics relevant to your local audience - Include local references and geographic keywords naturally - Create content that answers common questions your customers ask - Update old content to keep it fresh and accurate
Mobile Optimisation
A large proportion of local searches happen on mobile devices. Your website must provide an excellent mobile experience.
- Ensure your site is fully responsive across all device sizes - Make your phone number clickable for easy calling - Test your site on multiple mobile devices - Ensure forms are easy to fill out on a small screen - Check that buttons and links are large enough to tap accurately
Tracking Your Progress
Local SEO is an ongoing process, not a one-time task. Monitor your progress regularly to see what is working and where you can improve.
- Set up Google Search Console and monitor your performance - Track your rankings for key local search terms - Review your Google Business Profile insights monthly - Monitor your website traffic from local searches - Keep an eye on competitor activity in your area