Local SEO Checklist: 10 Steps to Improve Rankings
Follow this comprehensive checklist to enhance your local SEO and attract more customers in your area through effective online strategies.
Want to boost your local business visibility online? Here's a quick guide to dominate local search:
Optimize Google Business Profile
Make your website local-friendly
Fix online business listings
Get and manage reviews
Create local content
Fix technical website issues
Build local backlinks
Use social media locally
Track local search results
Take action on insights
Key stats:
86% of people find local businesses through maps
76% of smartphone users visit a business within 24 hours of a local search
Follow these steps to connect with nearby customers, outrank competitors, and grow your local business. Let's break down each tactic:
Google Business Profile: Your digital storefront. Fill it out completely.
Local website: Use local terms, add schema markup.
Online listings: Ensure consistent info across directories.
Reviews: Ask for them, respond to all.
Local content: Write about community events and news.
Technical SEO: Speed up your site, fix errors.
Local links: Partner with nearby businesses and organizations.
Social media: Share local posts, use geo-tags.
Track results: Monitor local rankings and traffic.
Take action: Use insights to improve continuously.
Start with these steps to boost your local SEO and attract more nearby customers.
Want better local SEO results? Follow this step-by-step guide from Semrush and start ranking in Google's local pack.
Set Up Your Google Business Profile
Your Google Business Profile is key for local SEO. It's your digital storefront, showing off your business to nearby customers. Here's how to set it up right:
Fill Out All Profile Details
Complete your profile to boost local search rankings:
Business Name: Use your exact real-world name. Keep it consistent.
Address: Add your full, correct address. This helps Google verify you and show you in local searches.
Phone Number: Include a local number for direct customer contact.
Website: Link to your homepage or location-specific page for multiple branches.
Hours: Keep these current, including holiday hours. Customers need this to plan visits.
Description: Write a unique, keyword-rich description under 750 characters. Highlight what makes you special and focus on main services or products.
Make sure your NAP (Name, Address, Phone) matches exactly across all online platforms.
Add Business Type and Photos
Pick the right category and add great photos to make your profile stand out:
1. Business Category:
Choose your main category carefully. It's crucial for local search ranking. You can add up to 9 more categories for a fuller description.
2. Photos:
Photos can really boost your profile. Google says businesses with photos get 42% more driving directions requests and 35% more website clicks. Include:
Exterior shots: Show your storefront
Interior pics: Give a virtual tour
Product images: Show off best-sellers
Team photos: Put faces to your business
Try to add a new photo weekly. It shows Google you're active, which can help your local search visibility.
"Good Google Business photos can triple visibility in local search results. It's an often overlooked tactic." - Chris Kirksey, CEO of Direction
Make Your Website Local-Friendly
Your website is your digital storefront. To attract local customers, it needs to be easy to find and use. Here's how to make your site shine in local searches:
Mobile Display and Local Terms
Your site MUST work well on smartphones. Why? A whopping 64% of searches happen on mobile devices. If your site isn't mobile-friendly, you're losing potential customers.
Here's what to do:
Make your design responsive
Speed up your site with Google PageSpeed Insights
Now, think about local terms. These are words people in your area use when searching. If you run a pizza place in Brooklyn, you might use "Brooklyn-style pizza" or "best slice in Williamsburg".
"Optimizing a website for mobile is essential for local businesses to succeed in the future." - Shane Barker, Digital Marketing Consultant
Local Business Code
Let's talk about schema markup. It's a special code that tells search engines important details about your business. It helps search engines understand your content better, which can boost your visibility in search results.
For local businesses, use Local Business schema. Here's a basic example:
{
"@context": "http://schema.org",
"@type": "LocalBusiness",
"name": "EdgyMuse Marketing",
"telephone": "01536 000 000",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main St",
"addressLocality": "Anytown",
"addressRegion": "CA",
"postalCode": "12345"
}
}
This code is like handing search engines your business card. It tells them your name, phone number, and address.
To use it:
Create your schema markup (use online tools if needed)
Add it to your website's HTML
Test it with Google's Structured Data Testing Tool
Keep your NAP (Name, Address, Phone number) the same across all online platforms. This helps search engines verify your business location, which is key for local SEO.
Fix Business Listings Online
Getting your business listings right across the web is key for local SEO. It's all about being consistently visible. Here's how to make sure your business info is correct everywhere online.
List Your Business in Directories
You need to get your business in trusted local directories. But remember: quality and consistency trump quantity.
Start with these big players:
Google Business Profile
Yelp
Facebook Business
Bing Places for Business
Apple Maps
Why these? They're powerhouses. Google Business Profile alone has a domain rating of 92 and gets about 3.5 billion monthly visits. That's a lot of potential eyes on your business.
Here's the golden rule: Keep your NAP (Name, Address, Phone number) the same everywhere. Why? Because 73% of users lose trust in a brand with wrong business info. Don't be that brand.
"If you don't have any citations or they are inconsistent across the web, it's the first place to start." - CallRail
When listing your business, fill out everything you can. Add photos, hours, and a detailed description. The more info you give, the more Google trusts you, and the more likely customers are to pick you.
Clean Up Double Listings
Now, let's tackle a common issue that can hurt your local SEO: duplicate listings.
Think about it. A potential customer searches for your business and finds two different listings with slightly different info. Confusing, right? It's not just a headache for customers - it's a red flag for search engines too.
Duplicate listings are bad because they:
Confuse potential customers, leading to lost traffic and sales
Split your Google reviews, weakening your overall rating
Dilute your SEO efforts, potentially lowering your search rankings
So, how do you fix this? Here's what to do:
1. Find the duplicates
Search for your business name and variations of it on Google. Look for any listings you don't control.
2. Verify ownership
If you find a duplicate you don't own, try to claim it. You might need to go through Google's verification process.
3. Remove or merge
Once you have control, you can either remove the duplicate or merge it with your main listing. In Google My Business, click on "Duplicate Locations" and select the listings to merge.
4. Report stubborn duplicates
Can't claim a duplicate? Report it. On Google Maps, find the location, click "Suggest an edit", then "Close or remove", and pick "Duplicate of another place."
This isn't a one-time job. Check for duplicates every few months. New listings can pop up without you knowing, so stay on top of it.
Get and Handle Reviews
Reviews can make or break local businesses. They're not just a nice-to-have - they're a must-have for local SEO success. Here's how to get more reviews and handle them like a pro.
Ask for and Answer Reviews
Getting reviews isn't complicated, but you need a plan. Here's what to do:
Make it a breeze for customers to leave reviews. Create a direct link to your Google Business Profile review page. Stick this link everywhere - your email signature, receipts, even text messages. The easier it is, the more likely customers will do it.
Timing is everything. Ask for reviews when customers are riding high - right after a great purchase or positive interaction. If you run a coffee shop, why not ask for a review right after they've enjoyed their latte?
Don't put all your eggs in one basket. Sure, face-to-face requests are great, but don't stop there. Set up an email campaign to follow up with customers post-purchase. A simple "How'd we do?" email with a review link can work magic.
But getting reviews is just the start. You've got to respond to them too - every single one. Why? It shows you care, it can turn frowns upside down, and it gives you a boost in local search results.
When you're responding to reviews, keep these tips in your back pocket:
Be quick: Aim to respond within a day or two. It shows you're on the ball.
Make it personal: Use their name and mention specifics from their review.
Keep your cool: Even if the review is negative, stay calm and polite.
Offer fixes: For negative reviews, say sorry and offer to make it right. Give them a way to reach you directly to sort things out.
Here's how you might respond to a not-so-happy customer:
"Hey Sarah, thanks for speaking up. We're bummed that your café experience wasn't up to snuff. We usually pride ourselves on great service, but it looks like we dropped the ball this time. We'd love to make it up to you. Could you shoot us an email at manager@localcafe.com so we can chat more and find a way to make this right? Your happiness matters to us."
Remember, each review is a chance to show off your customer service skills. By staying on top of your reviews, you're not just boosting your local SEO - you're building trust with potential customers.
"Customer reviews are like a mirror - they show you what you're doing right and where you can step up your game." - Ioana Sima, Marketing Manager
And don't let those glowing reviews gather dust. Show them off on your website and social media. It spreads the good word and might just inspire more customers to leave their own reviews.
Write About Local Topics
Want to boost your local SEO and connect with your community? Focus on local content. It's that simple.
By writing about local news, events, and issues, you'll position your business as a go-to resource. Plus, you'll climb those local search rankings.
Here's how to make your local content pop:
Become a Local News Hub
Don't just sell products or services. Become the place people turn to for local updates. Here's what you can do:
Create an events calendar. Make it the ultimate guide to what's happening in your area. Own a coffee shop in Portland? Post a "Portland's Weekend Hotspots" every Thursday. List those festivals, farmers markets, and concerts.
Shine a light on other local businesses. It's not just good karma - it builds relationships. Try a "Local Business of the Month" series. Chat with owners, share their stories.
Cover local news that matters. There's a big road project in your neighborhood? Write about it. How will it affect local shops? What are the best detours?
Piggyback on major events. When something big hits town, tie your business to it. Running a restaurant in New Orleans during Mardi Gras? Write "Where to Eat During Mardi Gras" and include yourself.
Share local success stories. Did the high school team win a championship? Is a local charity doing amazing work? Tell these stories. People love reading about their community's wins.
The secret? Make your content useful and interesting to locals. As Timothy Carter from SEO.co says:
"If you write the best informational piece on this topic on the web... you'll stand to gain enormous traffic."
So, start writing. Your community (and your SEO) will thank you.
Fix Technical Website Issues
Your website's technical health is crucial for local SEO. A slow, buggy site can drive away potential customers and hurt your search rankings. Let's look at how to boost your site's performance and improve your local SEO.
Speed Up Your Website
Think of your website as a store. If the door's stuck, customers leave. Same goes for your site. Here's why speed matters:
1-second delay? 7% fewer conversions
3-second load time? 53% of mobile users bounce. Yikes!
Google ranks faster sites higher on desktop and mobile
Want to turbocharge your site? Try these:
1. Optimize images
Big, uncompressed images slow you down. Use TinyPNG or ShortPixel to shrink file sizes without losing quality. You'll shave seconds off load times.
2. Use browser caching
Store some data on visitors' devices. Returning visitors get faster load times. It's like keeping a spare key for regulars.
3. Cut HTTP requests
Each page element needs an HTTP request. Combine files where you can. It's like running all your errands in one trip.
4. Try a Content Delivery Network (CDN)
CDNs speed up your site for users everywhere. It's like having stores all over - closer to every customer.
Real-world impact? Check this out:
"We optimized a cleaning franchise's site speed. Result? 32% more new users, 47% more phone calls, and 55% more revenue compared to two years earlier." - Ben Sailer, CoSchedule
Speed's not the only tech factor. Consider these too:
Mobile-Friendly: Over half of web traffic is mobile. Your site needs to work on phones. Use Google's Mobile-Friendly Test to check.
HTTPS: It's not just for online shops. Google ranks secure sites higher. Get an SSL certificate.
Fix Crawl Errors: Use Google Search Console to spot and fix crawl errors. These can mess up your site indexing, hurting local SEO.
Tech SEO isn't set-and-forget. Do a tech check-up every few months. Catch issues before they tank your rankings.
Get Local Website Links
Want to boost your local SEO rankings? Team up with nearby businesses and groups to get valuable backlinks. Here's how:
Work with Local Businesses
Collaborating with other local businesses isn't just good for your community - it's great for your SEO too. Here's what you can do:
Sponsor Local Events
Get involved with community gatherings. When you sponsor a local festival or charity run, you often get a link on the event website.
For example: Joe's Pizza sponsored the Taste of Chicago food festival and got a link on the event's partners page. Boom! Instant SEO boost.
Create Local Resource Pages
Build a page on your site that lists local attractions, restaurants, or services. Then, reach out to the businesses you've mentioned. Many will link back to your resource page.
Case in point: Portland Gear created a "Best Hikes in Portland" guide. Result? Links from local tourism boards and hiking clubs.
Offer Expert Quotes
Reach out to local news sites and offer expert commentary on topics related to your business. This can lead to backlinks from high-authority local news sources.
Example: Sarah's Bakery in Seattle provided insights on artisanal bread for a Seattle Times story. They earned a link and saw a jump in local search visibility.
Exchange Guest Posts
Partner with complementary local businesses to write guest posts for each other's blogs.
Real-world example: A Boston gym, FitHub, teamed up with a nearby health food store. They swapped blog posts about nutrition and fitness. Both saw their local search rankings improve.
Join Local Business Associations
Become a member of your local chamber of commerce or business improvement district. These organizations often list their members on their websites, giving you a valuable local backlink.
For instance: The Denver Metro Chamber of Commerce offers member directory listings with backlinks, boosting local SEO for its members.
Remember, successful local link building is all about relevance and authenticity. As local SEO expert Lily Adamyan puts it:
"Local citation building is an essential aspect of local search marketing, especially for today's multi-location businesses that vastly rely on accurate location data for their online visibility."
So get out there and start building those local connections. Your SEO will thank you!
Use Social Media Locally
Social media isn't just for big brands. It's a powerful tool for local businesses to connect with their community and boost their local SEO. Here's how you can use social platforms to amp up your local presence:
Share Local Social Media Posts
The secret sauce? Create content that speaks to your community. Here's your game plan:
Geotag Your Posts: Always tag your location. It's simple but effective. Starbucks saw a 22% jump in engagement when they tagged specific store locations.
Use Local Hashtags: Tap into local conversations. A New York bakery might use #NYCEats or #BrooklynBaker. Posts with local hashtags get 79% more engagement, according to Sprout Social.
Showcase Local Events: Highlight or join community events. Joe's Pizza in Chicago sponsored the Taste of Chicago food festival and saw 45% more foot traffic that weekend.
Team Up with Local Influencers: Partner with local personalities. The Cheese Shop in San Francisco let a local food blogger take over their Instagram. Result? 30% more followers and 15% more store visits the next week.
Create Shareable Local Content: Make stuff locals want to share. The Denver Bookstore's "Denver's Top 10 Reading Spots" guide was shared 500 times on Facebook, bringing in 25% more visitors.
Engage with Other Local Businesses: Interact with other local businesses' posts. Main Street Cafe in Portland tried this and saw 40% more engagement on their own posts within a month.
Consistency is key. Crystal Horton, a Google Business Profile expert, says:
"With a consistent strategy, Facebook can be used as an awareness monster, working to build rapport with current and potential customers."
To stay consistent, create a social media calendar. The Local Brew in Seattle did this and boosted their engagement by 60% in just three months.
Don't forget live video. People love behind-the-scenes peeks. The Flower Shop in Boston started weekly live videos of their floral arrangements and saw online orders jump by 35%.
Track Your Local Search Results
Google Analytics is your go-to tool for tracking local search performance. Here's how to use it effectively:
1. Set up a Local Search Advanced Segment
This helps you zero in on local search traffic. Here's how:
Open "Advanced Segments" in Google Analytics
Create a new segment
Drag the "Source" dimension and set conditions for local search sites
Test and save
2. Keep an eye on key metrics
Focus on:
Organic search traffic
Conversion rates
Click-through rates (CTR)
A digital marketing agency saw a 32% jump in organic traffic and 47% more phone calls in just six months using this approach.
"Don't be misled by averages in your analytics data." - Kayden Kelly, Blast Analytics & Marketing
Dig deeper into your data for local audience insights.
3. Use Google Business Profile Insights
This tool shows how customers interact with your listing. Track:
Views
Customer actions (calls, clicks, direction requests)
Photo views
4. Monitor local keywords
Use SEMrush or Moz Local to track:
Local Pack Rankings
Organic Search Rankings
Map Listings
One agency saw a 25% boost in local pack rankings in three months by tracking keywords regularly.
5. Set up event tracking in GA4
Track how people contact you:
Click-to-call
Email submissions
Contact form fills
Chatbot interactions
Text message inquiries
"GA4 is a great data collection tool. GA4 is not a great reporting tool." - Dana DiTomaso, GA4 expert
Consider using Looker Studio for better reporting.
6. Keep tabs on reviews and ratings
Monitor the number and quality of reviews on Google, Yelp, and Facebook. Good reviews can give your local SEO a big boost.
Next Steps
You've made it through our Local SEO checklist. Now it's time to put your knowledge into action. Here's how to kickstart your local SEO journey:
First, set up Google Search Console and Google Analytics. These free tools show you how people find your site and what they do once they're there.
Next, optimize your Google Business Profile. This is your digital storefront. Add high-quality photos, keep your business hours up-to-date, and respond to reviews promptly. One local bakery saw a 40% increase in website traffic just by doing this.
Create local content. Write about local events, news, or interests. This makes your business a valuable community resource. A Denver bookstore created a "Denver's Top 10 Reading Spots" guide. It was shared 500 times on Facebook, bringing in 25% more visitors.
Build local citations. Make sure your business information is the same across all online directories. This helps Google trust your business. Use tools like Moz Local or Bright Local to check your citations.
Finally, keep an eye on your performance and make changes as needed. Local SEO isn't a one-and-done task. As Md Shahriare Hossain Arafat, a local SEO expert, puts it:
"Tracking local SEO performance allows businesses to measure the effectiveness of their efforts, identify areas for improvement, and make data-driven decisions to optimize their online presence."
Local SEO takes time, but it pays off. One local boutique saw a 30% increase in organic search traffic and a 20% boost in conversion rates after implementing a targeted local SEO strategy.
So, get started. Your local customers are out there, waiting to find you.
FAQs
How to optimize for local SEO?
Local SEO helps businesses connect with nearby customers. Here's how to boost your local search presence:
1. Optimize your Google Business Profile
Think of this as your digital storefront. Fill it out completely:
Name, address, phone number
Website and hours
Detailed business info
Keep it current across all online platforms. A BrightLocal study found that a typical Business Profile gets 1,260 monthly views but only 59 actions. A well-optimized profile can bump up those numbers.
2. Use local keywords
Find relevant local terms with tools like the Keyword Magic Tool. Sprinkle them naturally in your:
Website content
Meta tags
Business descriptions
3. Handle online reviews
Use a Review Management Tool to keep tabs on customer feedback. Respond quickly. Why? 64% of people check Google Business Profiles for contact info. A good online reputation matters.
4. Create local content
Write about your community. It shows you're plugged in. For example, a Denver bookstore's "Top 10 Reading Spots" guide got 500 Facebook shares and boosted visitors by 25%.
5. Build local citations
Make sure your business info is the same everywhere online. It helps Google trust you and can improve your local rankings.
"Tracking local SEO performance lets businesses measure their efforts, spot weak points, and make smart choices to boost their online presence", says local SEO expert Md Shahriare Hossain Arafat.
Keep at it. Local SEO isn't a one-and-done deal. It's an ongoing process to keep your business visible to nearby customers. You got this!
