This local SEO checklist covers every signal that influences where a business appears in local search results and the Google Maps 3-pack. It is structured as a working audit tool — work through each section in order to identify what is missing or broken, then prioritise fixes by the size of their likely ranking impact. The checklist applies to any local business, whether you are auditing for the first time or reviewing an established campaign.
Section 1 — Google Business Profile Checklist
The GBP is the most important local SEO asset. Every item here must pass before moving on.
- GBP is claimed and verified by the business owner or authorised agency
- Primary category is the most specific, accurate category available
- All relevant secondary categories are selected
- Business description is complete (up to 750 characters), contains primary service and location
- Address is entered correctly and exactly matches the website and all major directories
- Service area is set accurately for service-area businesses
- Phone number is current, correct, and matches the website
- Website URL is correct and the landing page it points to is relevant
- Opening hours are correct including bank holiday variations
- All relevant services are listed in the Services section
- All relevant attributes are completed (accessibility, payment types, etc)
- At least 10 photos have been uploaded — exterior, interior, team, work examples
- At least one GBP post has been published in the last 30 days
- All reviews have received a response
- No spam reviews are present that should be flagged for removal
- Q&A section is populated with relevant questions and accurate answers
Section 2 — NAP Consistency Checklist
NAP (Name, Address, Phone) consistency across all online platforms is a foundational local ranking signal. Inconsistencies reduce Google's confidence in the GBP information.
- Business name is identical on the website, GBP, and all major directories — no abbreviations or variations
- Address format is consistent — same street number format, same abbreviations (or none), same postcode format
- Phone number is identical across all listings — same format, no variations
- The business has a listing on: Google Business Profile, Bing Places, Apple Maps, Facebook, Yelp, Yell, Trustpilot
- The business has listings on relevant industry-specific directories
- No duplicate GBP listings exist for the same location
- All old listings using an outdated address or phone number have been corrected or removed
Section 3 — On-Page Local SEO Checklist
The website is the second major pillar of local SEO after the GBP. These on-page signals directly support local rankings.
- Homepage includes the primary service term and location in the H1 or first heading
- Meta title on the homepage includes the primary service term and location, under 60 characters
- The website footer or contact page displays the NAP data in text (not just an image), exactly matching the GBP
- LocalBusiness schema is implemented with name, address, telephone, openingHours, and URL properties
- Geo coordinates are included in the LocalBusiness schema
- Each core service has a dedicated page with a location-relevant title and content
- Embedded Google Map is present on the contact page for physical location businesses
- Internal links from service pages point to the contact page and relevant related services
- Page load speed is acceptable on mobile (Core Web Vitals thresholds)
- The site is mobile-responsive and passes Google's mobile usability check
Section 4 — Review Profile Checklist
Reviews drive both rankings and conversions. An under-reviewed business rarely ranks above competitors with strong review profiles in the same area.
- The business has at least 10 Google reviews
- Average rating is 4.0 or above
- The most recent review is no older than 90 days
- A review acquisition process is active — customers are asked to leave reviews at point of delivery
- The business has reviews on at least one other platform (Trustpilot, Yelp, Facebook, or industry-specific)
- All negative reviews have a measured, professional response
- No reviews have been removed by Google in a recent spam filter update
Section 5 — Local Link Building Checklist
Local links — inbound links from locally relevant websites — build authority signals that support both map pack and organic local rankings.
- The business is listed in the local chamber of commerce or business association directory
- The business has been featured in or linked to from local news websites
- Supplier, partner, or industry association websites link to the business
- Any sponsorships (local sports clubs, events, charities) result in a link to the website
- At least 5 relevant local or industry-specific links are in the backlink profile
Section 6 — Technical and Tracking Checklist
- Google Search Console is set up and verified
- Google Analytics (or equivalent) is installed and recording correctly
- The GBP is connected to the correct website URL
- GBP Insights are being reviewed monthly for calls, direction requests, and website clicks
- Keyword ranking tracking is in place for primary local search terms
- A local rank tracker is monitoring map pack position across target locations
For agencies managing local SEO for multiple clients, our white label local SEO service delivers all of the above under your brand. Or review our local SEO service for single-client campaigns, or get in touch to discuss your agency's specific requirements.