Local SEO Starter Checklist

Before changing anything, capture a clear "before" picture so you can measure progress later.

• Search your exact business name in Google and Maps — is your profile showing correctly?
• Search your main service + city (e.g. "plumber in your city") and note where you appear
• Open Google Maps and record which businesses show in the top 3 "map pack"
• In a spreadsheet, log today's date, the keywords you checked, and your current position
• Compare the top competitors: Do they have more reviews, better photos, or stronger descriptions than you? Note the gaps — those are your opportunities.

Your Google Business Profile (GBP) is the single biggest lever in local SEO. Sign in at google.com/business and complete every field:

• Primary category — pick the most accurate one; add secondary categories for other services
• Services — list each service with a short, honest description
• Business description — 1–2 paragraphs covering what you do, where, and what makes you a good choice
• Hours — exact open hours, plus special/holiday hours
• Phone number — your real, consistent business number
• Website link — point to your homepage or most relevant page
• Appointment / booking link — if you take bookings online
• Products & services — add items with photos and prices where it fits
• Photos — upload real, high-quality images (see Step 9)
• Posts — publish updates, offers, and news to keep the profile active
• Q&A — seed common customer questions and answer them clearly

NAP stands for Name, Address, and Phone number. Google trusts businesses whose details match everywhere online.

• Write your "source of truth" NAP exactly once — including suite numbers, abbreviations, and formatting
• Check your website footer, contact page, GBP, Facebook, Yelp, and any directory listings
• Make every listing match character for character — "St" vs "Street" or two different phone numbers can confuse search engines
• Fix or claim any listing that's wrong, duplicated, or outdated
• Keep a simple list of every place your NAP appears so future updates are easy

Local keywords combine a service + a location + customer intent. Build a short list you can actually target.

• Brainstorm the phrases customers use, for example:
  • "local seo services near me"
  • "handyman in Houston"
  • "roof repair Katy TX"
  • "best plumber near Simonton TX"
• Use Google autocomplete and the "People also search for" / "Related searches" sections for more ideas
• Choose keywords by matching what you offer + the area you serve + what the searcher wants (a quote, an emergency fix, the "best" option)
• Group keywords by the page that should target them (homepage, a service page, or a city page)
• Keep the list realistic — a handful of well-targeted phrases beats a giant list you never use

Make it obvious to both visitors and Google what you do and where. Work through your site:

• Homepage title — include your main service and primary city
• Service pages — one focused page per core service
• City pages — a genuine page for each city you serve (real, unique content — never thin duplicates)
• Meta descriptions — a clear, inviting summary for each page
• H1 headings — one per page, matching the page's main keyword
• Internal links — link services and city pages to each other naturally
• Contact page — complete NAP, hours, and a contact form
• Embedded map — add a Google Map of your location or service area
• Reviews / testimonials — show real customer feedback on the page
• Local photos — use your own images of real work, team, and location

Helpful, locally relevant content gives you more ways to get found. Plan a few pieces:

• "How to choose a local contractor in [city]"
• "Best time of year to book [service]"
• "Common problems homeowners face in [city]"
• A "service area guide" covering the neighborhoods you cover
• City-specific FAQs answering the questions you hear most Write for real customers first. Keep each piece accurate and specific to your area — generic, copied content won't help you.

Reviews build trust and are a strong local signal — always earned honestly, never bought or faked.

• How to ask: request a review in person, by email, or by text right after a great experience
• When to ask: as soon as the customer is happy — at job completion or just after delivery
• What to send: a short, friendly message with a direct link to your Google review page
• How to respond: thank every positive reviewer by name; reply to negative reviews calmly, acknowledge the issue, and offer to make it right offline
• Sample request message: "Hi [Name], thank you for choosing [Business]! If you have a moment, we'd really appreciate an honest review of your experience — it helps other local customers find us. Here's the link: [your review link]. Thank you!"

A citation is any online listing of your business name, address, and phone number. Accurate citations reinforce trust.

• Claim and complete the major platforms:
  • Google Business Profile
  • Bing Places
  • Apple Business Connect
  • Yelp
  • Facebook
  • Better Business Bureau
  • Local Chamber of Commerce
  • Reputable industry-specific directories
• Use your exact NAP on every one (see Step 3)
• Track each listing in a spreadsheet with its URL, login, and status
• Re-check your top citations a few times a year to catch any drift

Real photos build confidence and keep your profile active. Add a variety:

• Team photos — put faces to your business
• Before-and-after photos — show the results of your work
• Trucks / equipment — proof you're an established operation
• Office / storefront — help customers recognize and find you
• Completed jobs — your best, customer-approved work
• Customer-friendly project images — clean, well-lit, honest shots Use your own images only, keep them current, and add a few new photos each month.

A 30-minute monthly check tells you what's working. Each month, record:

• Keyword rankings — re-check your target phrases and log positions
• Google Business Profile insights — views, searches, and actions
• Calls — how many came from your profile and website
• Website visits — overall and to your key local pages
• Direction requests — people navigating to you from Maps
• Form submissions — quote and contact requests
• Review count — new reviews and your average rating
• Competitor comparison — how your reviews, photos, and listings stack up Look for trends over months, not days — local SEO compounds with consistent effort.