Free Local SEO Checklist

Google Business Profile 10 checks

Your profile is how Google judges whether you match a search and much of how prominent you are.

1. The profile is claimed, verified and has two ownersVerify with an email address the business owns, not a staff member's personal account, and add a second owner or manager so you never lose access.
2. The name matches your signage, with no added keywordsGoogle's guidelines ask for the name customers know you by. Adding a keyword or a city breaks them and is a common reason for suspensions. Google: guidelines for representing your business
3. The primary category is the most specific one that fits"HVAC contractor", not "Contractor". Whitespark's 2026 Local Search Ranking Factors survey rated the primary category the most important single factor for the map pack. Add secondary categories only for services you really offer. Whitespark: Local Search Ranking Factors
4. Your address is shown, or hidden with a real service areaShow the address if customers visit you. If you travel to them, hide it and list only the areas you actually cover.
5. Regular and special hours are rightUpdate holiday and closure hours before the day. Wrong hours cost calls and bring bad reviews.
6. The phone number rings through to a personA local number someone answers, the same one shown on your website.
7. The website link points to the best page, with UTM tagsYour homepage for one location, each location's own page for several. Tag the link (utm_source=google, utm_medium=organic, utm_campaign=gbp) so Google Analytics can separate profile visits.
8. Every main service is listed with a descriptionServices help Google match the profile to specific searches, and show people at a glance that you do what they need.
9. The description says what you do, for whom and whereUp to 750 characters, written for people: no keyword lists, no links, no promotions. Google: edit your Business Profile
10. Real photos are added regularlyYour premises, team, vehicles and recent work. Real photos are more convincing than stock images and help people recognize you when they arrive.

Reviews 5 checks

1. You ask every happy customer, with a direct linkAsk at the moment they are happiest, by text or email, with the link to your review form. In BrightLocal's 2026 survey, 97% of consumers read reviews for local businesses. BrightLocal: Local Consumer Review Survey
2. Every review gets a reply within a few daysThank good reviews by name. Answer bad ones calmly, with how you will make things right. People read the replies as well as the reviews.
3. No incentives and no filteringOffering anything for a review, or asking only the customers you expect to be happy, breaks Google's policies.
4. Reviews arrive every month, not in burstsA steady flow keeps your newest reviews recent. Asking every customer, not once a quarter, is how you get it.
5. You know how you compare with the map packSearch your main service from your area and count the reviews and stars of the businesses shown. Closing that gap is your review goal.

Listings and NAP 4 checks

NAP is your business name, address and phone number.

1. Your name, address and phone match everywhereExactly the same on your website, your profile and every listing. Mismatched details make it harder for Google to trust which information is right.
2. You are listed on the main platformsApple Maps (through Apple Business Connect), Bing Places and Yelp, plus Facebook if your customers use it.
3. You are listed in your industry's directoriesThe directories your buyers really use: trade associations, the review sites for your field and local business groups.
4. Old addresses and duplicate listings are fixedAfter a move or a rebrand, update or remove old listings and report duplicate profiles, so no customer finds the wrong address.

Your website 6 checks

1. Each area you serve has a page with real local detailThe areas covered, local projects, local reviews and how to reach you. A page that only swaps the city name helps nobody.
2. Your name, address and phone are on the site as textIn the footer or on the contact page, matching the profile exactly, and not only inside an image.
3. LocalBusiness structured data matches the profileName, address, phone, hours and the right business type in JSON-LD. Our free schema generator builds it.
4. Titles name the service and the place"Emergency plumber in Austin" tells searchers and Google what the page covers before anyone clicks.
5. The site works well on a phonePeople often search on the move: make the phone number a tap-to-call button, keep pages fast and test every form on a phone.
6. The contact page shows a map and directionsIf customers visit you, embed your Google map and add parking or entrance notes.

Local links and mentions 3 checks

1. Local organizations link to youYour chamber of commerce, trade associations, suppliers, partners and the local teams or events you sponsor.
2. Local news and community sites mention youProjects, hires, openings and anything useful you can share with local news sites and community groups.
3. Your listings link to your site where they canA directory listing with a link sends visits and confirms your details.

Tracking 4 checks

1. Calls from the profile and the site are countedUse the profile's call figures and call tracking on the site, so you count calls, not just clicks.
2. Profile visits show up in Google AnalyticsWith the UTM-tagged website link, you can see what profile visitors do on your site and how many get in touch.
3. Rankings are checked from several points, not only your officeGoogle ranks local results partly by distance to the person searching, so your position changes from street to street. Check your main searches from points across your area every month and log them on the last page. Google: improve your local ranking
4. You read the profile's performance report every monthViews, calls, direction requests and website clicks, compared with the month before.