Local SEO Checklist: 40 Things to Check on Your Business

Google Business Profile (12)

1. The profile is verified. See Google Business Profile verification.
2. The business name matches your signage exactly, with no added keywords or locations.
3. The primary category is the most specific one for your main business. See choosing categories.
4. Additional categories cover only real departments or services.
5. The address is correct, or hidden if you serve customers at their location. See service-area businesses.
6. The service area lists only places you actually serve.
7. Opening hours are correct, including special hours for holidays.
8. The phone number is a local number you control, the same one used everywhere.
9. The website link goes to the right page on your site.
10. Services are listed, with short descriptions.
11. The description explains what you do, where, and for whom, with no links or promotions.
12. Real, recent photos of your work, team and premises are uploaded. See photo sizes.

Reviews (6)

1. You have a direct review link and QR code. See how to create a Google review link.
2. Every customer is asked for a review, the same way, with no incentives. See how to get more Google reviews.
3. No review gating: you don’t filter who gets asked based on how happy they are.
4. Every review gets a reply, especially negative ones. See responding to negative reviews.
5. Replies never reveal private customer information. Health care replies never confirm someone is a patient.
6. Fake or policy-breaking reviews have been reported. See removing fake reviews.

Website (10)

1. Each main service has its own page.
2. Each main town or area you serve has its own page, if you cover several.
3. Every page has a unique, clear title and meta description.
4. URLs are short and descriptive.
5. Your business name, address (if shown) and phone number are on the site and match your profile.
6. Important content is in text, not only in images or sliders, and images have descriptive alt text.
7. The site loads fast on a phone. See how to speed up a WordPress site.
8. Pages link to related services, areas and guides.
9. Calls and contact forms work, and the phone number is tappable on mobile.
10. The site is verified in Google Search Console.

Citations and links (5)

1. The top directories for your country list you, with details that match exactly. See local citations.
2. Old addresses, phone numbers and business names have been corrected everywhere.
3. Duplicate listings have been removed or merged.
4. Industry directories and associations relevant to your trade list you.
5. You’ve earned links from real local relationships: suppliers, associations, sponsorships or local press.

Tracking (4)

1. You check Business Profile performance monthly: calls, direction requests and website clicks.
2. You check where you rank for your main searches from several points around your service area, not just your office.
3. You track leads from the website (calls and form submissions).
4. You review Search Console’s Performance report for your important pages and queries.

AI search (3)

1. Your robots.txt doesn’t block Googlebot or OAI-SearchBot. See how to rank in ChatGPT.
2. Key pages answer common customer questions directly, near the top. See Google AI Overviews.
3. You’ve asked ChatGPT and Google the questions your customers ask, and noted which sources they cite.