The local SEO checklist

Google Business Profile

• The profile is claimed and verified.
• The business name is exactly your real name, with nothing added.
• The primary category is the most specific accurate one.
• Secondary categories are added where they genuinely apply.
• The address is right, or hidden, with service areas set, if you travel to customers.
• Opening hours are correct, with special hours for bank holidays.
• The phone number is a local one that is answered.
• The website link goes to the most relevant page.
• Every service is listed, in customers’ words.
• The description says what you do, for whom and where.
• There are at least ten recent, real photographs.
• There is only one profile for the business.

Website

• Each service has its own page.
• Each place you genuinely serve has its own page, written about that place.
• Every page has a clear title saying what and where.
• Your name, address and phone number are on every page, as text.
• The phone number can be tapped to call.
• There is an obvious way to enquire on every page.
• The site is easy to read and use on a phone.
• Pages load quickly.
• The site uses https.
• No two pages target the same search.
• Business details are marked up with structured data.
• Old page addresses redirect to current ones.

Reviews

• You ask every customer for a review.
• You have a direct review link or QR code.
• You have had new reviews in the last month.
• Every review has a reply.
• You have never offered a reward for a review.

Listings and links

• Your details are identical on the main directories.
• Old addresses and phone numbers have been corrected everywhere.
• You are listed on the directories that matter in your trade.
• You have a Bing Places listing.
• Suppliers, associations or local organisations link to you.

Tracking

• Google Search Console is set up.
• Analytics is installed, with consent or the right to object handled properly.
• Calls and enquiry forms are counted.
• You know which pages produce enquiries.

Every month

• Add new photographs to your profile.
• Reply to new reviews.
• Check Search Console for problems.
• Check hours before any bank holiday.