Local SEO Checklist: 15 Steps to Higher Rankings

Want to rank higher in local search results? This 15-step checklist will help you optimize your local SEO and attract more customers. Here’s a quick summary of what you’ll learn:

• Set up your Google Business Profile (GBP): Optimize your business name, address, phone number, and hours. Add photos, posts, and respond to reviews.

• Find local keywords: Research location-specific terms like "dentist in Boston" and use them strategically on your site.

• Create consistent business listings: Ensure your business is listed accurately on Google, Yelp, and local directories.

• Build location-specific pages: Include local details, maps, and testimonials for each area you serve.

• Earn local backlinks: Partner with nearby businesses, collaborate with local media, and sponsor community events.

• Track results: Use tools like Google Analytics and Search Console to monitor rankings, traffic, and conversions.

With 76% of local searches leading to in-store visits within 24 hours, following this guide can directly boost your visibility and sales. Let’s dive in!

The Complete Local SEO Checklist

Step 1: Set Up Google Business Profile

Your Google Business Profile (GBP) acts as your online storefront, playing a key role in boosting your local SEO. With 84% of Business Profile views coming from discovery searches, optimizing your profile can greatly increase your local visibility.

Fill Out Your Profile

Make sure to include the following details:

• Business name: Use your official business name.

• Address: Add your physical location if applicable.

• Phone number: Provide your main contact number.

• Website URL: Link to your business website.

• Hours of operation: Include regular hours and holiday schedules.

• Primary category: Pick the category that best fits your business.

• Business description: Write a concise, engaging 250-character description.

Consistency is key - ensure your contact details match across all online platforms to build trust. Add extra categories only if they genuinely describe your offerings.

Once you've filled out the basics, make your profile more engaging with visuals and updates.

Add Posts and Images

Photos and updates can make your profile stand out. Add:

• Exterior photos: Upload three images from different angles and times of day.

• Interior shots: Share at least three photos that highlight your space's atmosphere.

• Team photos: Include three pictures of your staff and management.

• Product/Service images: Post at least three high-quality images showcasing what you offer.

Keep your profile fresh with updates about promotions, new products, events, or industry news.

Handle Reviews

Reviews are a powerful tool for local SEO. Here's why:

"Businesses who respond consistently get 12% more reviews" - Harvard Business Review

Reviews can boost sales by 18%, making them an essential part of your strategy.

• Ask for Reviews: 62% of customers leave reviews when asked. With 57% of consumers only considering businesses rated 4 stars or higher, positive reviews are crucial.

• Respond Quickly: 53% of customers expect a prompt reply to negative feedback.

• Write Thoughtful Responses:

  • Show appreciation to reviewers.

  • Address specific points they mention.

  • Use your business name and relevant keywords.

  • Sign off with your name or initials.

  • For negative feedback, offer contact details to resolve issues privately.

Step 2: Find Local Keywords

After optimizing your Business Profile, the next step is zeroing in on the terms your local audience is searching for.

Research Location-Based Keywords

Local search queries typically fall into two categories:

• Explicit local keywords: These include location-specific terms like "dentist in Boston."

• Implicit local keywords: These suggest local intent without directly mentioning a location, such as "emergency dentist."

Here’s how to approach local keyword research:

• List your main services and products.

• Add location-specific terms or modifiers.

• Use tools like Google Keyword Planner (GKP) or Semrush to analyze search volume.

• Review competitor rankings to identify gaps or opportunities.

• Focus on keywords with clear local search intent.

"Local SEO keyword research is the process of finding keywords that people use when searching for products, services, or amenities in their areas - and they reveal what potential customers are searching for." - Rachel Handley, Subject Matter Expert, Semrush

Place Keywords on Your Site

Placing keywords strategically on your website helps search engines understand your local focus. Here are key areas to target:

When creating content, focus on providing location-specific details that resonate with your audience. If your business operates in multiple areas, consider building dedicated pages for each location. According to Semrush, top-ranking local pages can drive up to 7,600 organic visitors each month.

"Strategically positioning your keywords in these seven areas can be the difference-maker in GMB and local SEO performance, hence making it more visible, with greater traffic and hopefully more conversions. Applied right, it's a total game-changer for any business looking to grow local online!" - M Awais Khan

Once your keywords are in place, move on to optimizing local listings to boost visibility.

Step 3: Create Business Listings

After integrating keywords, it's time to strengthen your local visibility with accurate and consistent business listings. Why does this matter? Because 76% of people who perform a local search visit a business within 24 hours, and 28% make a purchase the same day.

Add Your Business to Directories

Make sure your business is listed on key online directories that your audience uses. Here's where to focus:

Keep Contact Info Consistent

Consistency in your NAP (Name, Address, Phone number) details across all platforms is crucial. Even small differences, like "Street" vs. "St.", can negatively affect your local SEO rankings.

Here’s how to keep it straight:

• Create a master document for your NAP information.

• Regularly check and update your listings on all platforms.

• Use local listing tools to automate updates.

• Train your team on how to manage NAP details properly.

"When your business listings are the same across the internet, it sends a relevancy signal to search engines." - Websites360.com

Add Business Schema Code

Schema markup is a tool that helps search engines understand your business details more clearly, improving your visibility in search results.

Important schema details to include:

• Business name and type

• Physical address

• Contact information

• Operating hours

• Accepted payment methods

• Specific business attributes

"Local business schema is a structured data markup code that can be added to a website to provide search engines with specific information about a local business." - Richelle Peace, Content Marketing Specialist, AgencyAnalytics

Use the JSON-LD format for your schema markup and validate it with Google’s Rich Results Test tool. These steps ensure your business listings are clear, accurate, and optimized for search engines.

Step 4: Update Your Website

After optimizing your business listings and refining your localized keyword strategies, it's time to enhance your website for better local SEO results.

Optimize for Mobile

Did you know that 88% of people who perform a local search on their smartphone either visit or call a business within 24 hours? Your website needs to be mobile-friendly to capture this audience. Here's how to get it done:

Once your site is optimized for mobile users, shift your focus to creating content that resonates with your local audience.

Build Local Area Pages

Businesses with well-optimized location pages have seen search traffic increase by a staggering 612%. To create effective location pages, include:

• Content that highlights your services specific to the area

• Embedded Google Maps to show your exact location

• Testimonials from local customers and examples of completed projects

• Clear NAP (Name, Address, Phone) details

• Schema markup tailored to the location

• Operating hours and service details for the area

"Location pages are very powerful since they connect your business to local customers." - Jeff Romero, Founder of Octiv Digital

Connect Your Pages

Internal links play a major role in guiding both visitors and search engines through your website. Here's how to link effectively:

• Link your service pages to the appropriate location pages

• Add a directory or interactive map for all your locations

• Cross-link between related service areas to create a cohesive structure

With nearly 80% of mobile local searches leading to conversions, these website updates will work hand-in-hand with your local listings and keyword strategies to drive results.

Step 5: Get Local Links

Getting quality local backlinks can give your local search rankings a real boost. In fact, BrightLocal found that 63% of local SEO experts consider link building to be "very effective" for improving rankings. Let’s dive into some practical ways to build those local links.

Partner with Nearby Businesses

Teaming up with local organizations can be a smart way to earn backlinks while building community connections. Use tools like Majestic or Ahrefs to assess potential partners, focusing on websites with a Domain Authority (DA) of 30 or higher.

Here’s how you can structure your outreach:

"Building long-term relationships with local businesses, local charities, and other local organizations means you're investing in a sustainable local SEO strategy." – Painted Brick Digital

Once you’ve established partnerships, take your efforts further by connecting with local media outlets.

Reach Out to Local News Sites

Local news websites and community blogs are excellent sources for authoritative backlinks. Many even offer links from .edu, .org, or .gov domains. Here’s how to get their attention:

Create Stories They’ll Want to Feature

• Publish research that highlights local trends or statistics

• Launch initiatives that benefit the community

• Share unique insights or data specific to your area

Build Relationships with Journalists

• Connect with local reporters on LinkedIn

• Engage with their articles by leaving thoughtful comments

• Offer expert quotes or opinions on local topics

When pitching, always focus on the local angle. For example, if you’re launching a scholarship program, frame it as a way to support local students rather than just promoting your business.

To stay organized, use a spreadsheet to track your outreach. Include details like contact names, follow-up dates, and notes to keep everything on track.

Step 6: Track Your Results

Use Google's Tools

Google Analytics and Search Console are key for evaluating your local SEO efforts. Google Analytics reveals how local customers engage with your website, while Search Console shows your performance in local search results.

With GA4, you can dive deep into local customer behavior. Here's how to get started:

• Create a custom dashboard to focus on:

  • Geographic traffic

  • Local conversion rates

  • Device usage

  • Top landing pages

• Set up specific goals like:

  • Click-to-call actions

  • "Get Directions" clicks

  • Contact form submissions

  • Engagement with local content

"Google Analytics allows us to look at our data across platforms - web and app - to understand the full journey of our users. We've been able to cut our reporting time by 50%." - Sara Swaney, Director of Advancement, 412 Food Rescue

These tools provide the insights you need to measure and refine your strategy.

Check Key Numbers

Regularly tracking specific metrics ensures your local SEO strategy stays on point. Here's what to keep an eye on:

Nearly half of all Google searches are local, and 72% of users who perform a local search visit a store within 5 miles. This makes monitoring your local SEO performance essential for success.

Tools like Semrush's Map Rank Tracker can help you monitor rankings for specific local keywords. You can also integrate Google Analytics with your Google Business Profile using custom URLs for detailed tracking.

Instead of focusing only on traffic numbers, pay closer attention to engagement metrics. GA4's event-based tracking lets you see exactly what actions local users take on your site, helping you fine-tune your strategy to meet their needs.

Next Steps

Once you've set up your local SEO strategy, keep the momentum going by regularly monitoring and updating your efforts. With the top three Google results pulling in 54.4% of clicks, maintaining your visibility is key.

Here’s a simple schedule to help you stay on track:

"SEO isn't a one-time fix. It's an ongoing process of monitoring, adapting, and optimizing your online presence to stay visible and attract local customers." - Webmonster

Adam Heitzman from HigherVisibility backs this up, saying, "I recommend conducting SEO audits quarterly."

Visual content plays a big role too. Profiles with over 100 images see 960% more views, and more than 80% of impressions come from unbranded searches. So, don’t skimp on high-quality photos and graphics.

To make maintenance easier, consider these tools:

• BrightLocal ($39/month): Tracks local SEO performance and provides detailed reporting.

• Moz Local ($14/month): Helps manage and optimize business listings.

• GeoRanker ($99/month): Tracks local rankings and analyzes competitors.

And don’t forget the power of social media. With 54% of users researching products on social platforms, staying active there can expand your reach even further.

Think of local SEO as a continuous process - it’s what keeps you ahead of the competition.

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