Local SEO Checklist
A comprehensive guide to optimizing your service business for local search visibility
How to Use This Checklist
This checklist is designed to help service businesses improve their visibility in local search results. While it's comprehensive, you don't need to implement everything at once. Start with the Google Business Profile section, as this has the most immediate impact on local visibility.
For each completed item, you'll incrementally improve your local search presence. Even implementing 50% of these recommendations will put you ahead of most competitors.
Need help implementing these strategies? Our team can handle the technical aspects and provide ongoing optimization to maximize your local visibility.
Google Business Profile Optimization
Your Google Business Profile is the cornerstone of your local SEO strategy. It directly impacts your visibility in Google Maps and local search results.
Claim and verify your Google Business Profile
This is the essential first step that gives you control over how your business appears on Google Search and Maps.
Use your exact business name (no keywords)
Adding keywords to your business name violates Google's guidelines and can result in penalties. Use only your actual business name.
Choose the most specific business category
Your primary category should be as specific as possible (e.g., 'Plumbing Contractor' instead of just 'Contractor').
Add all relevant secondary categories
Include additional categories that represent other services you offer to appear in more relevant searches.
Ensure NAP consistency (Name, Address, Phone)
Your business information must be identical across your GBP, website, and all online directories.
Write a keyword-rich business description
Include your primary services and locations, but keep it natural and focused on helping customers.
Add high-quality photos of your business
Upload at least 10 photos including exterior, interior, team, and work examples. Businesses with photos get 35% more clicks.
Set accurate business hours
Include special hours for holidays and keep these updated to avoid customer frustration.
Add all service areas you cover
For service-area businesses, add all cities and neighborhoods you serve to appear in those local searches.
Create Google Posts weekly
Regular posts keep your profile active and engage potential customers with updates, offers, and events.
Answer all questions in the Q&A section
Monitor and respond to customer questions promptly before others provide potentially incorrect information.
Set up messaging and respond quickly
Enable the messaging feature and aim to respond within 24 hours to improve customer experience.
Want the complete 54-point SEO checklist?
Get instant access to the full checklist, including Review Management, Citation Building, On-Page SEO, Content Strategy, Link Building, and Technical SEO sections.
Review Management
Reviews directly influence your local search rankings and customer decisions. A strategic approach to reviews can significantly boost your visibility.
Implement a review generation strategy
Create a systematic process to ask satisfied customers for reviews after completing services.
Respond to all reviews (positive and negative)
Businesses that respond to reviews are seen as more trustworthy by both Google and potential customers.
Create a review response template
Have templates ready for positive and negative reviews to ensure consistent, professional responses.
Address negative reviews professionally
Acknowledge the issue, apologize if appropriate, and offer to resolve the problem offline.
Monitor reviews across all platforms
Track reviews on Google, Yelp, Facebook, industry-specific sites, and respond to all of them.
Showcase reviews on your website
Display your best reviews on your website to build trust with potential customers.
Create a direct link for customers to leave Google reviews
Generate and share a direct link that takes customers straight to your review form for easier submission.
Citation Building & Management
Citations are online mentions of your business information. Consistent citations across the web strengthen your local SEO foundation.
Audit existing citations for accuracy
Check all existing business listings to identify inconsistencies in your name, address, or phone number.
Create listings on primary citation sites
Ensure your business is listed on Google Business Profile, Bing Places, Apple Maps, and Yelp.
Build citations on industry-specific directories
Get listed on directories specific to your industry (e.g., Angi for home services, Healthgrades for medical).
Create citations on local directories
Get listed in chamber of commerce directories, local business associations, and community websites.
Ensure consistent NAP information across all citations
Your name, address, and phone number must be identical everywhere to avoid confusing search engines.
Add enhanced content to top directory listings
Include business descriptions, services, photos, and business hours on major platforms.
Remove or correct duplicate listings
Duplicate listings with inconsistent information can harm your local SEO and should be fixed or removed.
On-Page Local SEO
Your website needs specific optimizations to rank well in local searches. These technical and content adjustments help search engines understand your local relevance.
Include city and state in title tags
Add your location to title tags on key pages (e.g., 'Plumbing Services in Dallas, TX | Company Name').
Create location-specific service pages
Develop dedicated pages for each service area you target (e.g., 'Plumbing Services in North Dallas').
Add your complete NAP in the footer
Include your name, address, and phone number in the website footer so it appears on every page.
Implement local business schema markup
Add structured data that helps search engines understand your business type, location, and services.
Embed a Google Map on your contact page
An embedded map improves user experience and reinforces your location to search engines.
Create an optimized 'About Us' page with local information
Include your company history, community involvement, and connection to your service area.
Optimize image alt text with local keywords
Include location terms in your image alt text where appropriate (e.g., 'plumbing repair in Dallas').
Create a dedicated 'Service Areas' page
List all locations you serve with some unique content about each area.
Include testimonials from local customers
Feature reviews that mention specific neighborhoods or local landmarks to enhance local relevance.
Optimize URL structure for local pages
Use location-based URLs for service area pages (e.g., 'example.com/dallas-plumbing-services').
Content Strategy for Local SEO
Creating locally-relevant content helps establish your authority in your service area and attracts targeted traffic from potential customers.
Develop a local content calendar
Plan content that addresses seasonal needs, local events, and common questions in your service area.
Create location-specific blog posts
Write articles that address issues specific to your service areas (e.g., 'Common Plumbing Problems in Older Dallas Homes').
Publish content about local events or sponsorships
Share your involvement in community events, sponsorships, or charitable activities.
Create locally-focused FAQ content
Address questions specific to your service area (e.g., 'How Do Dallas Water Regulations Affect My Plumbing?').
Include customer success stories from local clients
Share detailed case studies of projects completed in specific neighborhoods with location references.
Optimize content with local landmarks and neighborhoods
Naturally incorporate references to local areas, landmarks, and neighborhood names in your content.
Create seasonal content relevant to your location
Address how seasonal changes in your area affect your services (e.g., 'Preparing Your Dallas Home's Plumbing for Winter').
Local Link Building
Building local links helps establish your business as an authority in your service area and improves your local search rankings.
Join local business associations and chambers
Membership often includes a listing on their website, providing a valuable local link and citation.
Sponsor local events, teams, or charities
Sponsorships typically include links from event websites and local news coverage.
Get featured in local news publications
Share newsworthy stories about your business with local journalists to earn media coverage and links.
Partner with complementary local businesses
Develop relationships with non-competing local businesses for cross-promotion and link exchanges.
Create scholarship programs for local schools
Offering scholarships can earn links from educational institutions, which are highly valuable.
Participate in local business directories
Submit your business to niche local directories relevant to your industry and location.
Guest post on local blogs
Contribute expert content to local blogs and publications that serve your community.
Technical SEO Foundations
Technical SEO ensures search engines can properly crawl, index, and understand your website, which is essential for good rankings.
Ensure your website is mobile-friendly
Mobile-friendliness is a ranking factor, and most local searches happen on mobile devices.
Improve page loading speed
Fast-loading pages improve user experience and rankings. Aim for under 3 seconds loading time.
Implement HTTPS security
Secure websites with SSL certificates rank better and build user trust.
Create and submit an XML sitemap
Submit your sitemap to Google Search Console to ensure all pages are properly indexed.
Fix broken links and 404 errors
Regularly check for and fix broken links to improve user experience and crawlability.
Optimize for Core Web Vitals
Improve loading performance, interactivity, and visual stability metrics that affect rankings.
Implement proper URL structure
Use descriptive, keyword-rich URLs that include location terms where appropriate.
Set up Google Search Console and Analytics
Monitor your performance, identify issues, and gain insights into how users find and interact with your site.
Need Help Implementing This Checklist?
Our team can handle the technical implementation of these SEO strategies for your business. We offer comprehensive local SEO packages that include regular reporting, content creation, and ongoing optimization.