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The local SEO checklist

Everything a small business needs to do to get found by local customers on Google, in plain English. Tick things off as you go; your progress saves automatically on this device, and you can print the lot.

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storefrontGoogle Business Profile

Claim and verify your Google Business ProfileThis is the free listing that puts you on Google Maps and the local results. Nothing else matters as much for local search.
Set the right primary business categoryGoogle uses this to decide which searches to show you for. Pick the most specific category that fits.
Add accurate name, address, phone and hoursWrong or missing details cost you calls and confuse Google. Keep them exactly consistent with your website.
Add real photos of your work, team and premisesProfiles with genuine photos get more clicks and calls than bare ones.
List your services and service areasSpelling out what you do and where helps you show up for the right nearby searches.
Post updates or offers now and thenAn active profile signals to Google that you are a live, trading business.

starReviews and reputation

Ask happy customers for a Google reviewReviews are one of the strongest local ranking signals, and they win you the click over rivals.
Share a direct review link to make it easyThe less faff, the more reviews you get. A one-tap link beats "search for us on Google".
Reply to every review, good or badReplies show you are attentive and give you another natural place to mention what you do and where.

languageYour website basics

Show your phone number and area on every pageLocal customers and Google both want to see who you are and where you work, up front.
Make the phone number tappable on mobileMost local searches are on a phone. A number they can tap turns a visitor into a call.
Put your service and town in page titlesA title like "Emergency Plumber in Brighton" tells Google and searchers exactly what you are.
Have a page for each main serviceOne thin "services" list ranks worse than a proper page per service that answers real questions.
Create pages for the main areas you coverA page for each town you serve helps you show up when people search "near me" or by place.

contact_pageConsistency (NAP and citations)

Use identical name, address and phone everywhereGoogle trusts businesses whose details match across the web. Mismatches dilute that trust.
List your business in reputable UK directoriesConsistent listings on trusted sites reinforce that you are a real, local business.
Keep social profiles up to date and linkedActive, linked profiles add credibility and give people another route to find you.

edit_noteContent and keywords

Use the words your customers actually searchWrite "boiler repair", not "heating solutions", if that is what people type. Match their language.
Answer common questions on the pageClear question-and-answer content helps you rank and is what Google and AI assistants quote.
Publish the odd helpful local articleUseful local content earns links and keeps your site looking active and relevant.

tuneTechnical and tracking

Serve your site securely over HTTPSCustomers and Google both expect the padlock. Without it, you look untrustworthy and rank worse.
Check your site loads fast on mobileSlow sites lose visitors and rank lower. Test it and fix the worst offenders.
Add LocalBusiness structured dataIt spells out your details for Google and AI assistants, so they understand and recommend you.
Set up Google Analytics or similarYou cannot improve what you cannot see. Know where visitors come from and what they do.

Rather have it handled?

We do local SEO for small businesses across Sussex: the profile, the pages, the structured data and the rest. From £99.

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Local SEO is simply the work that helps nearby customers find you when they search for what you do. For a local trade or independent business, it’s often the difference between a quiet phone and a full diary, and most of it isn’t technical. It comes down to claiming your Google Business Profile, keeping your details consistent everywhere, earning a steady trickle of reviews, and having a website that clearly says what you do and where.

This checklist walks through the lot in the order that matters, with a plain-English note on why each step counts. Tick items off as you complete them and the tool remembers your progress on this device, so you can come back and carry on. Nothing is sent anywhere: it’s all saved in your own browser. When you want a hard copy or something to hand to a colleague, hit print.

Work through it at your own pace. If you’d rather skip the DIY and have it done properly, our SEO service covers everything on this page.

FAQ

Common questions

What is local SEO?

Local SEO is the work that helps nearby customers find your business when they search on Google, whether that is in the map pack, the regular results, or through AI assistants. It covers your Google Business Profile, your website, reviews, and consistent business details across the web.

Is my checklist progress saved?

Yes. Your ticks are saved in your browser on this device, so you can come back later and pick up where you left off. Nothing is sent to us, and you can print or save the checklist as a PDF at any time.

How long does local SEO take to work?

Some things move quickly, like fixing your Google Business Profile, which can show results in a few weeks. Building reviews, content and links is a slower burn, usually two to six months before you see a solid, lasting shift.

Do I need a website to rank locally?

A well-optimised Google Business Profile alone can get you into the map pack, but a website makes you far more competitive: it gives Google more to understand, more pages to rank, and somewhere to send people. The two work best together.

What is the single most important local SEO factor?

A complete, active Google Business Profile backed by a steady stream of genuine reviews. If you only do one thing from this checklist, do that.