When someone searches “electrician near me” or “accountant in Leeds”, Google shows a map with three businesses before any normal results. Getting into that map pack is local SEO. This checklist covers what actually moves the needle for a small business, in the order we would tackle it.
Key takeaways
- Your Google Business Profile is the single most important local SEO asset.
- Consistent name, address and phone number everywhere builds trust.
- Reviews matter, but must be genuine. Fake reviews break Google policy.
- Location pages help when you serve several areas.
What is a local SEO service?
A local SEO service optimises the signals Google uses for local results. Google says it ranks local results on relevance, distance and prominence (Google: improve your local ranking). You cannot change distance, but you can improve relevance and prominence through your profile, your website, your citations and your reviews.
1. Claim and complete your Google Business Profile
- Choose the most accurate primary category, then add relevant secondary categories.
- List every service you offer, with short descriptions.
- Add opening hours, including holiday hours.
- Upload real photos of your work, team and premises.
- Post updates and offers regularly. It shows the business is active.
2. Make your business details consistent everywhere
Your name, address and phone number should be identical on your website, your profile and every directory. Small differences, such as “Street” and “St” or an old phone number, create doubt. Fix existing listings before building new ones. Our guide to citations vs profile backlinks explains why.
3. Earn genuine reviews, and reply to them
Ask happy customers at the right moment, make it easy with a direct link, and reply to every review, good or bad. Never buy reviews or offer incentives. Fake reviews break Google’s policies and can lead to your profile being restricted.
4. Build local pages on your website
If you serve several towns, create a genuinely useful page for each: the services you offer there, local examples of your work and how to get in touch. Avoid copying the same text with the town name swapped. Search engines treat that as thin, duplicate content.
5. Add LocalBusiness structured data
Structured data helps search engines read your business details accurately. Google documents the LocalBusiness type and its properties (Google: LocalBusiness structured data). Test it with the Rich Results Test.
6. Track what matters
Watch calls, direction requests and website clicks in your profile insights, and track a handful of local keywords monthly. Rankings vary by searcher location, so use a tool that checks from your area.
7. Make your website match your profile
Your website should confirm everything your Google Business Profile says. Put your business name, address and phone number in the footer, add a clear contact page with a map, and make sure your main service pages mention the areas you serve in natural sentences. Link from your profile to the most relevant page, not always the homepage. Every match between your profile and your website is another reason for Google to trust both.
8. Keep it going
Local SEO is not a one-off job. New competitors open, platforms change and reviews keep arriving. Set a monthly routine: one or two profile posts, replies to every review, a check that your details are still correct, and one improvement to your website. Small, steady actions beat a burst of work followed by months of silence.
Frequently asked questions
How long does local SEO take?
Profile and citation fixes are often reflected within weeks. Competitive areas and new businesses usually need several months of consistent work.
Do I need a physical address for local SEO?
No. Service-area businesses can hide their address on Google and list the areas they cover instead.
Should I create a page for every town?
Only where you genuinely serve the area and can say something specific about it. Thin copies with the town name swapped can hurt more than help.
How do I get more Google reviews?
Ask at the right moment, send a direct review link, and reply to every review. Never pay for or incentivise reviews.
Prefer to have it done for you?
Our local SEO packages cover your Google Business Profile, citations, location pages and schema, from a fixed price.
