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Local SEO checklist
Everything a town or area-based business needs to show up in Google Maps and local search. Work through it once, then keep the habits going each month.
This checklist is for businesses that serve customers in a town, city or area, from shops, cafés and clinics to trades and mobile services that travel to customers. It focuses on the work that helps you appear in map results and local searches.
Work through the sections in order, as your Google Business Profile and consistent details come first. Tick items off as you go. Your progress saves in this browser, and you can print the list or copy it as text for your team.
01Google Business Profile basics
0 of 702NAP consistency and citations
0 of 603Location and service pages
0 of 604Reviews
0 of 705Local links
0 of 506Tracking calls and direction requests
0 of 6Tips.
What makes the difference when you put it to work.
- Treat your Google Business Profile like a shop window. Check it monthly for wrong hours, unexpected edits and new photos added by customers.
- Make asking for reviews part of the job. Send the review link in the same message as the invoice or order confirmation so it happens every time.
- Write location pages from real work. Photos and short write-ups of jobs in each town are more useful, and more convincing, than generic text.
- Update your details everywhere when anything changes. A new phone number or address needs changing on your site, your profile and every directory within days, not months.
- Little and often beats a one-off push, so set aside a short slot each week for reviews, photos and profile checks. If you would rather hand it over, Infinity runs local SEO for a fixed monthly fee.
Questions, answered.
What is local SEO?
Local SEO is the work that helps a business appear when people nearby search for what it offers, especially in Google's map results. It covers your Google Business Profile, consistent business details, reviews, location-focused pages and local links.
How do I rank higher on Google Maps?
Google says local results are based mainly on relevance, distance and prominence. You cannot change distance, but you can improve relevance with accurate categories and services, and prominence with reviews, links and mentions. A complete, verified and active profile is the starting point.
Can I do local SEO without a shop or office?
Yes. Service-area businesses, such as trades and mobile services, can verify a Google Business Profile, hide their address and list the areas they serve. You still need a real address for verification, and PO boxes and unstaffed virtual offices are not allowed.
How many Google reviews do I need?
There is no set number. A steady flow of genuine, recent reviews matters more than a one-off burst, and how you compare with nearby competitors matters too. Ask every customer and reply to every review, and the total will build over time.
Do citations still matter for local SEO?
Yes, mainly as a consistency check rather than a big ranking boost. Accurate listings on the main directories help Google and AI tools trust your details, and they help customers who search there. Chasing hundreds of low-quality directories is rarely worth the time.
Related free resources.
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