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Local SEO Checklist

🎯 Overview​

Local SEO helps businesses appear in location-based searches and Google Maps results. This checklist is essential for local businesses, multi-location companies, service area businesses, and brick-and-mortar retailers looking to attract nearby customers.

Business Types
  • Local Businesses: Single location serving a specific area
  • Multi-Location: Franchises or chains with multiple locations
  • Service Area Businesses (SAB): Businesses that travel to customers
  • Brick & Mortar: Physical retail stores and showrooms

🏢 Phase 1: Google Business Profile Optimization​

1.1 Claim & Verify Your Listing​

  • 🔴 Claim your Google Business Profile (formerly Google My Business)
  • 🔴 Complete verification process (postcard, phone, email, or instant)
  • 🔴 Ensure only one listing per location (merge duplicates)
  • 🟡 Claim ownership from previous owner if applicable
  • 🟡 Verify additional locations for multi-location businesses

Access: Google Business Profile

1.2 Complete Business Information​

  • 🔴 Enter exact business name (as it appears offline - no keyword stuffing)
  • 🔴 Select most specific primary category
  • 🔴 Add relevant secondary categories (up to 9 additional)
  • 🔴 Enter complete address with proper formatting
  • 🔴 Add phone number (local number preferred over 800 numbers)
  • 🔴 Set business hours (including special hours for holidays)
  • 🟡 Add website URL
  • 🟡 Select attributes (women-led, veteran-owned, wheelchair accessible, etc.)
  • 🟢 Add appointment URL if applicable
  • 🟢 Add menu URL for restaurants

Critical: NAP (Name, Address, Phone) must be consistent across all platforms

1.3 Business Description​

  • 🔴 Write compelling 750-character business description
  • 🔴 Include primary keywords naturally
  • 🟡 Mention services, products, and unique selling points
  • 🟡 Include service area or neighborhoods served
  • 🟡 Highlight years in business and credentials
  • 🟢 Add call-to-action (e.g., "Call today for free estimate")

Best Practice: Front-load important information in first 250 characters (mobile preview length)

1.4 Photos & Visual Content​

  • 🔴 Upload high-quality profile photo (logo - square format)
  • 🔴 Upload cover photo (landscape - 1024x576px recommended)
  • 🔴 Add exterior photo of business location
  • 🔴 Add interior photos (at least 3)
  • 🟡 Upload team/staff photos
  • 🟡 Add product/service photos (at least 10)
  • 🟡 Include photos showing business in action
  • 🟢 Upload 360-degree virtual tour (if available)
  • 🟢 Add seasonal and promotional photos regularly

Photo Requirements:

  • Format: JPG or PNG
  • Size: Between 10KB - 5MB
  • Resolution: 720px minimum height, 1080px preferred
  • Quality: Well-lit, in focus, no filters or alterations

Upload Frequency: Add new photos weekly for best results

1.5 Products & Services​

  • 🔴 Add all products/services offered
  • 🟡 Include detailed descriptions for each service
  • 🟡 Add pricing information (ranges acceptable)
  • 🟡 Upload photos for each product/service
  • 🟢 Organize into categories
  • 🟢 Update with seasonal offerings

1.6 Service Areas (for SAB - Service Area Businesses)​

  • 🔴 Define service areas (cities, ZIP codes, or radius)
  • 🔴 Hide address if you don't serve customers at your location
  • 🟡 List all cities or neighborhoods served
  • 🟡 Keep service area realistic (where you actually serve)

⭐ Phase 2: Reviews & Reputation Management​

2.1 Review Generation Strategy​

  • 🔴 Create system for requesting reviews from satisfied customers
  • 🔴 Generate and share your Google review link
  • 🟡 Train staff to ask for reviews (after positive interactions)
  • 🟡 Send follow-up emails with review request
  • 🟡 Add review request to receipts or invoices
  • 🟡 Display QR code in store linking to review page
  • 🟢 Incentivize reviews (legally - never buy reviews)
  • 🟢 Make review process as easy as possible (direct links)

Google Review Link Format:
https://search.google.com/local/writereview?placeid=[YOUR_PLACE_ID]

Important: NEVER offer payment or incentives for positive reviews (violates Google guidelines)

2.2 Review Response Management​

  • 🔴 Respond to ALL reviews (positive and negative)
  • 🔴 Reply within 24-48 hours of review posting
  • 🔴 Thank customers for positive reviews
  • 🔴 Address negative reviews professionally and constructively
  • 🟡 Personalize each response (no templates)
  • 🟡 Include keywords naturally in responses
  • 🟡 Offer to resolve issues offline
  • 🟢 Monitor review sentiment trends

Negative Review Response Template:

  1. Thank reviewer for feedback
  2. Apologize for their experience
  3. Explain what went wrong (if appropriate)
  4. Offer to make it right
  5. Provide contact information for follow-up

2.3 Review Monitoring​

  • 🔴 Set up Google Business Profile notifications
  • 🟡 Monitor third-party review sites (Yelp, Facebook, industry-specific)
  • 🟡 Track overall rating and review volume
  • 🟡 Analyze common themes in reviews
  • 🟢 Create monthly review reports
  • 🟢 Use feedback to improve business operations

Target: Minimum 4.0+ star rating with 50+ reviews for competitive advantage

📝 Phase 3: Local Citations & Directories​

3.1 Major Platform Citations​

Ensure consistent NAP (Name, Address, Phone) on:

  • 🔴 Google Business Profile
  • 🔴 Bing Places for Business
  • 🔴 Apple Maps (via Apple Business Connect)
  • 🔴 Facebook Business Page
  • 🟡 Yelp for Business
  • 🟡 Yellow Pages (YP.com)
  • 🟡 BBB (Better Business Bureau)
  • 🟡 Foursquare

Access: Bing Places, Apple Business Connect

3.2 Industry-Specific Directories​

Select directories relevant to your industry:

Healthcare:

  • Healthgrades
  • Vitals
  • RateMDs
  • Zocdoc

Legal:

  • Avvo
  • Justia
  • FindLaw
  • Lawyers.com

Home Services:

  • Angi (formerly Angie's List)
  • HomeAdvisor
  • Houzz
  • Porch

Restaurants:

  • OpenTable
  • TripAdvisor
  • Zomato
  • Grubhub/DoorDash/UberEats

Automotive:

  • Cars.com
  • Edmunds
  • CarGurus
  • AutoTrader

3.3 Local Business Directories​

  • 🟡 Chamber of Commerce
  • 🟡 Local business associations
  • 🟡 City/regional business directories
  • 🟡 Neighborhood-specific directories
  • 🟢 Local news websites (business listings)
  • 🟢 Community event calendars

3.4 Citation Consistency​

  • 🔴 Ensure exact NAP consistency across all platforms
  • 🔴 Use same business name format everywhere
  • 🔴 Use same phone number across all citations
  • 🟡 Standardize address format (abbreviations, suite numbers)
  • 🟡 Use consistent business hours
  • 🟡 Update citations when information changes
  • 🟢 Audit citations quarterly for accuracy

Tool: Moz Local, BrightLocal, Yext

3.5 Citation Building Best Practices​

  • 🔴 Claim existing citations before building new ones
  • 🔴 Remove or update incorrect/duplicate listings
  • 🟡 Add detailed business descriptions where allowed
  • 🟡 Include business categories consistently
  • 🟡 Add photos to directory listings
  • 🟢 Build citations on authoritative, relevant sites
  • 🟢 Avoid spam directories and link farms

🌐 Phase 4: On-Page Local SEO​

  • 🔴 Include city/region in title tags and meta descriptions
  • 🔴 Add NAP information in website footer (visible on every page)
  • 🔴 Create location-specific landing pages (for multi-location businesses)
  • 🔴 Embed Google Map on contact page
  • 🟡 Include local keywords naturally in content
  • 🟡 Create "Service Areas" or "Locations" page
  • 🟡 Add location information to H1 and H2 tags where appropriate
  • 🟢 Create neighborhood/city-specific content pages

Example Title Tag: "Digital Marketing Services in San Diego | Omar Corral"

4.2 Local Schema Markup​

  • 🔴 Implement LocalBusiness schema on homepage
  • 🔴 Include name, address, phone, hours in schema
  • 🟡 Add geographic coordinates (latitude/longitude)
  • 🟡 Include business logo, images, and price range
  • 🟡 Add review aggregate rating schema
  • 🟡 Implement multiple Location schemas for multi-location businesses
  • 🟢 Add department-specific schema for large organizations

Tool: Google's Structured Data Markup Helper, Schema.org

LocalBusiness Schema Example:

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Your Business Name",
  "image": "https://yourwebsite.com/logo.jpg",
  "telephone": "+1-555-555-5555",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main Street",
    "addressLocality": "San Diego",
    "addressRegion": "CA",
    "postalCode": "92101",
    "addressCountry": "US"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 32.7157,
    "longitude": -117.1611
  },
  "url": "https://yourwebsite.com",
  "priceRange": "$$"
}

4.3 Contact Page Optimization​

  • 🔴 Display NAP prominently on contact page
  • 🔴 Embed interactive Google Map
  • 🔴 Include driving directions or transit information
  • 🟡 Add parking information
  • 🟡 List nearby landmarks
  • 🟡 Include high-quality photos of storefront/building
  • 🟢 Add hours of operation with special notes (holidays, etc.)
  • 🟢 Include multiple contact methods (phone, email, form)

4.4 Location Pages (Multi-Location Businesses)​

For each location, create a unique page with:

  • 🔴 Unique, descriptive title tag with city name
  • 🔴 Complete NAP for that specific location
  • 🔴 Embedded Google Map
  • 🔴 Unique content (at least 300 words)
  • 🟡 Location-specific photos
  • 🟡 Staff profiles or manager information
  • 🟡 Location-specific reviews or testimonials
  • 🟡 Local events or community involvement
  • 🟢 Links to location-specific social media profiles

Avoid: Template pages with only address changed (duplicate content)

📱 Phase 5: Mobile Optimization​

5.1 Mobile Experience​

  • 🔴 Ensure website is fully responsive
  • 🔴 Make phone number click-to-call on mobile
  • 🔴 Ensure address links to maps app
  • 🟡 Optimize page load speed for mobile (< 3 seconds)
  • 🟡 Make contact forms easy to complete on mobile
  • 🟡 Ensure buttons and links are tap-friendly (48x48px minimum)
  • 🟢 Test on multiple devices and screen sizes

Tool: Google Mobile-Friendly Test

5.2 Voice Search Optimization​

  • 🟡 Create FAQ page with conversational questions
  • 🟡 Optimize for "near me" searches
  • 🟡 Include question-based keywords in content
  • 🟢 Use natural language in headings and content
  • 🟢 Create content answering "who, what, where, when, why, how"

Example Voice Queries:

  • "Coffee shop near me open now"
  • "Best pizza in downtown San Diego"
  • "What time does [business] close?"

📊 Phase 6: Content Marketing for Local SEO​

6.1 Local Content Creation​

  • 🔴 Create blog posts about local events and news
  • 🟡 Write location-specific guides and resources
  • 🟡 Feature customer success stories (with location)
  • 🟡 Create content about community involvement
  • 🟢 Develop area guides and "best of" lists
  • 🟢 Share local industry insights and trends

Example Topics:

  • "Top 10 Things to Do in [Your City] This Weekend"
  • "A Local's Guide to [Neighborhood Name]"
  • "[Your Service] Tips for [City] Residents"
  • 🔴 Get listed on local resource pages
  • 🟡 Sponsor local events or organizations
  • 🟡 Partner with complementary local businesses
  • 🟡 Contribute to local news outlets
  • 🟢 Join local business associations
  • 🟢 Participate in community events
  • 🟢 Host or sponsor local meetups

6.3 PR & Media Coverage​

  • 🟡 Create press releases for local media
  • 🟡 Pitch stories to local news outlets
  • 🟡 Get featured in local publications
  • 🟢 Build relationships with local journalists
  • 🟢 Offer expert commentary on local issues

🔗 Phase 7: Social Media for Local SEO​

7.1 Social Profile Optimization​

  • 🔴 Complete Facebook Business Page with NAP
  • 🔴 Enable Facebook reviews and check-ins
  • 🟡 Claim Instagram Business profile with location
  • 🟡 Set up Twitter profile with location in bio
  • 🟡 Create LinkedIn Company Page with address
  • 🟢 Join and participate in local Facebook Groups
  • 🟢 Use geo-tags on Instagram posts

7.2 Social Engagement​

  • 🔴 Post regularly about local events and news
  • 🟡 Engage with local community members
  • 🟡 Share customer photos and testimonials
  • 🟡 Use local hashtags
  • 🟢 Run location-based social media campaigns
  • 🟢 Partner with local influencers

🏆 Phase 8: Advanced Local SEO Tactics​

8.1 Google Posts​

  • 🟡 Create weekly Google Posts (updates, offers, events)
  • 🟡 Use high-quality images in posts
  • 🟡 Include clear calls-to-action
  • 🟡 Promote special offers and events
  • 🟢 Track clicks and engagement on posts

Post Types:

  • What's New (updates)
  • Events
  • Offers/Promotions
  • Products

8.2 Q&A Section​

  • 🟡 Seed Q&A section with common questions
  • 🟡 Monitor and answer user questions promptly
  • 🟡 Include keywords naturally in answers
  • 🟢 Update answers as business information changes

8.3 Messaging​

  • 🟡 Enable messaging on Google Business Profile
  • 🟡 Respond to messages within 24 hours
  • 🟢 Use automated greeting messages
  • 🟢 Set up away messages for off-hours

8.4 Booking & Appointments​

  • 🟡 Integrate appointment booking (if applicable)
  • 🟡 Enable online reservations (restaurants)
  • 🟢 Add "Book Now" button to profile

📈 Phase 9: Tracking & Analytics​

9.1 Google Business Profile Insights​

Track these metrics monthly:

  • 🔴 Total views (discovery + direct)
  • 🔴 Search queries used to find your business
  • 🔴 Customer actions (website visits, direction requests, calls)
  • 🟡 Photo views and total photos compared to similar businesses
  • 🟡 Direction requests by time of day/day of week
  • 🟢 Competitor comparison metrics

9.2 Website Analytics​

  • 🔴 Set up Google Analytics with location tracking
  • 🔴 Track organic traffic from local searches
  • 🟡 Monitor conversion rates for location-specific pages
  • 🟡 Track click-to-call conversions
  • 🟢 Analyze traffic by geographic region

9.3 Rank Tracking​

  • 🔴 Track local rankings for target keywords
  • 🔴 Monitor local pack rankings (top 3 map results)
  • 🟡 Track rankings in neighboring cities
  • 🟢 Monitor competitor local rankings

Tool: BrightLocal, Whitespark, Local Falcon

9.4 Conversion Tracking​

  • 🔴 Set up call tracking
  • 🟡 Track form submissions by source
  • 🟡 Monitor direction requests
  • 🟡 Track appointment bookings
  • 🟢 Calculate ROI by marketing channel

🚨 Common Local SEO Mistakes to Avoid​

Critical Errors:​

  • ❌ Inconsistent NAP across platforms
  • ❌ Stuffing keywords into business name
  • ❌ Creating duplicate Google Business Profile listings
  • ❌ Ignoring negative reviews
  • ❌ Not verifying Google Business Profile
  • ❌ Using PO Box address (not allowed)
  • ❌ Buying fake reviews
  • ❌ Hiding address for businesses with physical location
  • ❌ Selecting wrong business category
  • ❌ Not responding to customer questions

Best Practices to Follow:​

  • ✅ Keep information accurate and up-to-date
  • ✅ Respond to all reviews within 24-48 hours
  • ✅ Post updates regularly
  • ✅ Use real, current photos
  • ✅ Build citations on reputable sites only
  • ✅ Create unique content for each location
  • ✅ Encourage genuine customer reviews
  • ✅ Monitor and track performance consistently

📋 Quick Start Local SEO Checklist​

For businesses just getting started, prioritize these tasks:

Week 1:

  • Claim and verify Google Business Profile
  • Complete all business information
  • Upload 10+ high-quality photos
  • Add products/services
  • Create review request system

Week 2:

  • Build citations on major platforms (Bing, Apple, Facebook, Yelp)
  • Add NAP to website footer
  • Create or optimize contact page
  • Implement LocalBusiness schema

Week 3:

  • Build 10-15 industry-specific citations
  • Ask first customers for reviews
  • Create first Google Post
  • Optimize title tags with location keywords

Week 4:

  • Create location-specific content
  • Start local link building outreach
  • Set up analytics tracking
  • Audit and fix citation inconsistencies

🔄 Monthly Local SEO Maintenance​

Monthly Tasks:​

  • Add 5-10 new photos to Google Business Profile
  • Create 4 Google Posts (1 per week)
  • Request reviews from recent customers
  • Respond to all new reviews
  • Monitor and answer Q&A questions
  • Post on social media about local events/news
  • Check citation consistency
  • Review analytics and adjust strategy

Quarterly Tasks:​

  • Full citation audit
  • Update business information (hours, services, photos)
  • Analyze competitor local presence
  • Review and refresh location page content
  • Assess local link building opportunities
  • Update local schema markup if needed

Annual Tasks:​

  • Comprehensive local SEO audit
  • Strategic planning for next year
  • Competitive landscape analysis
  • Review all directory listings
  • Update or create new location-specific content

🎯 Local SEO Success Metrics​

Track these KPIs to measure local SEO success:

Visibility Metrics:​

  • Local Pack Rankings: Position in top 3 map results
  • Organic Rankings: Position for "near me" and city-specific keywords
  • Google Profile Views: Discovery views (search) + Direct views

Engagement Metrics:​

  • Customer Actions: Direction requests, calls, website clicks
  • Review Volume: New reviews per month
  • Review Rating: Average star rating
  • Photo Views: Engagement with your photos

Conversion Metrics:​

  • Store Visits: Tracked via Google Ads
  • Phone Calls: From Google profile and website
  • Form Submissions: Contact form completions
  • Appointment Bookings: Online reservations/appointments

Business Impact:​

  • Revenue from Local Search: Tracked via attribution
  • Customer Acquisition Cost: For local campaigns
  • Local Market Share: Compared to competitors

🔗 Additional Resources​

💡 Local SEO Pro Tips​

  1. Consistency is Key: NAP consistency across ALL platforms is critical
  2. Quality Over Quantity: 10 reviews with responses beats 100 reviews ignored
  3. Think Mobile: 60% of local searches happen on mobile devices
  4. Be Active: Update your profile weekly with posts and photos
  5. Engage Locally: Participate in your community online and offline
  6. Monitor Competitors: See what's working for them in local search
  7. Get Specific: Target neighborhood and district names, not just city names
  8. Leverage User Content: Encourage and share customer photos and reviews

Last Updated: November 2024
Optimization Frequency: Monthly for active management, quarterly audits
Maintained By: Omar Corral