LOCAL SEO CHECKLIST FOR SMALL BUSINESS.
A working checklist you can run yourself: each item, why it matters and how to check it. Where we say what Google does, we link to Google's own page.
WHAT CHANGED RECENTLY
- Search Console branded queries filter explained — Separate brand searches from the ones that won you new customers.
- Google treats back-button hijacking as spam — Blocking the browser back button is now a named spam practice.
This guide covers what stays true. The blog tracks the changes as they land.
HOW LOCAL RESULTS ARE RANKED
Google says local results are based mainly on three things:1
- Relevance: how well a Business Profile matches what someone is searching for.
- Distance: how far each business is from the person searching.
- Prominence: how well-known a business is, which takes in information such as links and reviews.
You can't change distance. The checklist below is about relevance and prominence. Google also states there's no way to request or pay for a better local ranking,1 so treat anyone promising a position with caution.
THE CHECKLIST
| Item | Why it matters | How to check |
|---|---|---|
| Eligible Business Profile | Only businesses with in-person customer contact qualify; virtual offices and online-only businesses don't [2] | Compare your setup with Google's guidelines. See our profile setup guide |
| Profile verified and owned by you | Google lists verifying as a local ranking tip [1] | Sign in to your profile; confirm it shows as verified and that you are an owner |
| Real-world business name | Names with added keywords, taglines or locations break Google's guidelines [2] | Compare the profile name with your signage |
| Accurate categories | Categories help Google judge relevance [1] | Is the primary category what you mainly are? Remove any that don't apply |
| Address or service area, hours, phone | Google advises complete, current information [1] | Check every field against reality, including holiday hours |
| Consistent details elsewhere | Mismatched name, address or phone confuses customers and complicates verification | Search your business name; compare your website, social profiles and directory listings |
| Photos | Google suggests adding photos and videos [1] | Are there current photos of the outside, inside, team and work? |
| Reviews, asked for fairly | Reviews are part of prominence [1]; incentives and selective asking break Google's policy [5] | Do you ask every customer the same way, with nothing offered? Are recent reviews answered? |
| Site is indexed | A page Google hasn't found can't show up in search [3] | Search site:yourdomain.com, or use Search Console [4] |
| Sitemap submitted | Google suggests a sitemap to help it find important URLs [3] | Search Console > Sitemaps shows submitted files and status [4] |
| Unique, descriptive titles | Google recommends titles that are unique, clear and describe the page [3] | View each page's title in the browser tab; no duplicates, name the service and place |
| Meta descriptions | Google recommends short, unique descriptions per page [3] | View page source; each key page has its own description |
| A page per core service | Helpful, specific content supports relevance [3] | Does each main service have its own page that says where you offer it? |
| Image alt text | Google uses alt text to understand images [3] | Check that meaningful images have short, descriptive alt text |
| Mobile-friendly site with contact up front | Local searchers often need your phone, address and hours quickly | Open the site on a phone; can you call or get directions in one tap? |
| Profile links to your site | Connects your profile and website for customers | Tap the website button on your profile; it should land on a working page |
Google's guidance changes. Check the linked pages for the current version.
WHERE TO START
- Fix eligibility and ownership. Everything else builds on the profile.
- Correct the name, category, address or service area and hours.
- Confirm the website is indexed and that each core service has a page. The same basics help in AI search.
- Set up a simple, fair routine for asking every customer for a review.
Once the profile is live, our guide to optimizing a Google Business Profile covers ongoing upkeep. Running more than one branch? See Business Profiles for multiple locations. If a profile gets suspended, follow the suspension and appeal guide, and for reviews on sites other than Google, read reputation beyond Google.
WHERE WE COME IN
We set up Google Business Profiles for eligible clients and run local SEO so your neighborhood can find you. We don't promise rankings. We do the work on this list and report on calls, clicks and customers.
FAQ
Can I pay Google to rank higher in local results?
Not in the organic local results. Google says there's no way to request or pay for a better local ranking.1 Ads are separate and labelled.
How do I know if Google has found my website?
Search site: followed by your domain, or check indexing in Search Console.34
SOURCES
- Google Business Profile Help, Tips to improve your local ranking on Google.
- Google Business Profile Help, Guidelines for representing your business on Google.
- Google Search Central, SEO Starter Guide.
- Google Search Console, About Search Console.
- Maps User Contributed Content Policy Help, Fake engagement.
KEEP READING
Websites and local SEO by trade: plumbers · electricians · roofers · HVAC · handymen · landscapers · general contractors · all industries
BOOK A STRATEGY CALL
Run the checklist, then bring what you found. We will walk through what to fix first.