This is the exact local SEO checklist I use when onboarding a new local business client. It's grouped by priority — start at the top and work your way down.
Every task here has a direct impact on local search visibility. No fluff, no "nice to haves" buried among critical actions. Just the work that moves rankings.
Bookmark this page. I update it regularly as Lawrence Hitches, AI SEO consultant — and local search evolves fast.
Priority 1: Google Business Profile (Critical)
Your GBP is the foundation of local SEO. Get this right first — everything else builds on it.
| # | Task | Details | Done |
|---|---|---|---|
| 1 | Claim and verify your GBP listing | Go to business.google.com. Complete video or phone verification | ☐ |
| 2 | Set the correct primary category | Choose the most specific category available. This is your biggest single lever | ☐ |
| 3 | Add all relevant secondary categories | Up to 10 total. Add every category that genuinely applies to your business | ☐ |
| 4 | Complete your business name | Exact legal name only. No keyword stuffing — it risks suspension | ☐ |
| 5 | Set accurate address or service areas | Physical location: full address. Service-area business: hide address, set service areas | ☐ |
| 6 | Add a local phone number | Local area code, not 1300/1800. Add tracking number as secondary if needed | ☐ |
| 7 | Link to the right website page | Single location: homepage. Multi-location: specific location page | ☐ |
| 8 | Write a keyword-rich business description | 750 characters. Lead with primary service + location. No promotional language | ☐ |
| 9 | Set business hours (including special hours) | Update for every public holiday. Wrong hours = negative reviews | ☐ |
| 10 | Upload 20+ high-quality photos | Cover exterior, interior, team, products/services. Geo-tag before uploading | ☐ |
| 11 | Add all products and services | Name, description (keyword-rich), price, photo, link to relevant page | ☐ |
| 12 | Seed Q&A with top 10 questions | Ask from a personal account, answer from your business profile | ☐ |
| 13 | Enable messaging | Turn on if you can respond within 24 hours. Turn off if you can't | ☐ |
For a deep dive on each of these, see my complete GBP optimisation guide.
Priority 2: On-Page Local Signals (High)
Your website needs to reinforce every signal in your GBP. Google cross-references the two constantly.
| # | Task | Details | Done |
|---|---|---|---|
| 14 | Add NAP to website footer | Business name, address, phone number — matching GBP exactly. On every page | ☐ |
| 15 | Create a dedicated contact/location page | Full NAP, embedded Google Map, directions, parking info, business hours | ☐ |
| 16 | Add location keywords to title tags | "[Primary Service] [City] | [Business Name]" on key pages | ☐ |
| 17 | Add location keywords to H1s | Natural inclusion on homepage, service pages, and location pages | ☐ |
| 18 | Implement LocalBusiness schema | JSON-LD with name, address, phone, hours, geo-coordinates, priceRange | ☐ |
| 19 | Add location to meta descriptions | Include city/suburb in meta descriptions for key pages | ☐ |
| 20 | Optimise for mobile | 76% of local searches are mobile. Test with Google's Mobile-Friendly Tool | ☐ |
| 21 | Improve page speed | Target sub-2.5 second LCP. Compress images, minify CSS/JS. Check Core Web Vitals | ☐ |
| 22 | Create location-specific content | Service area guides, local case studies, "[Service] in [City]" pages | ☐ |
Priority 3: Citations and NAP Consistency (High)
Citations are your business listings across the web. Consistency builds trust with Google.
| # | Task | Details | Done |
|---|---|---|---|
| 23 | Audit existing citations for accuracy | Search your business name + address. Fix any inconsistencies | ☐ |
| 24 | Submit to top Australian directories | Yellow Pages, True Local, Yelp, Hotfrog, StartLocal, Aussie Web | ☐ |
| 25 | Submit to major global platforms | Apple Maps, Bing Places, Facebook, Foursquare, Yelp | ☐ |
| 26 | Submit to industry-specific directories | HiPages (tradies), HealthEngine (medical), TripAdvisor (hospitality), etc. | ☐ |
| 27 | Fix or remove duplicate listings | Multiple listings for the same location dilute authority and confuse Google | ☐ |
Priority 4: Reviews (High)
Reviews are the second most impactful factor after GBP signals. Build a system, not a one-off campaign.
| # | Task | Details | Done |
|---|---|---|---|
| 28 | Create a review generation workflow | SMS or email request within 24 hours of service. Include direct review link | ☐ |
| 29 | Respond to all existing reviews | Every review — positive and negative. Within 24 hours | ☐ |
| 30 | Add review prompts to touchpoints | QR codes on receipts, email signatures, in-store signage, website | ☐ |
| 31 | Monitor reviews across platforms | Google, Facebook, industry directories. Use alerts or a monitoring tool | ☐ |
Priority 5: Local Link Building (Medium)
Local links build prominence — one of Google's three core local ranking pillars.
| # | Task | Details | Done |
|---|---|---|---|
| 32 | Get listed with local business associations | Chamber of Commerce, industry bodies, BNI groups | ☐ |
| 33 | Sponsor local events or organisations | Sports clubs, charities, school events — most provide a link back | ☐ |
| 34 | Pursue local PR opportunities | Pitch local news outlets with expert commentary, data, or stories. See my guide on digital PR | ☐ |
| 35 | Build relationships with complementary businesses | Cross-referral arrangements with non-competing local businesses | ☐ |
| 36 | Create a linkable local resource | "Best [Things to Do] in [City]" guides, local industry reports, community guides | ☐ |
Priority 6: Local Schema and Technical SEO (Medium)
| # | Task | Details | Done |
|---|---|---|---|
| 37 | Implement LocalBusiness schema | JSON-LD with @type matching your GBP category (Restaurant, Dentist, etc.) | ☐ |
| 38 | Add Review/AggregateRating schema | If you collect reviews on your site. Must be real customer reviews | ☐ |
| 39 | Add FAQPage schema | On pages with FAQ sections. Increases SERP real estate with FAQ rich results | ☐ |
| 40 | Submit XML sitemap | Include all location pages. Submit via Google Search Console | ☐ |
| 41 | Set up Google Search Console | Monitor local keyword performance, indexing issues, and manual actions | ☐ |
| 42 | Ensure HTTPS across the site | SSL certificate on all pages. Google prefers secure sites | ☐ |
Priority 7: Local Content Creation (Ongoing)
| # | Task | Details | Done |
|---|---|---|---|
| 43 | Publish GBP posts weekly | Updates, offers, events. Include images and CTAs | ☐ |
| 44 | Create "[Service] in [City]" pages | One per core service per location. 500+ words of unique content | ☐ |
| 45 | Write local case studies | Real results from real local clients (with permission) | ☐ |
| 46 | Create local guides and resources | Area guides, local tips, community spotlights — builds local authority | ☐ |
| 47 | Add local keywords to image alt tags | "Plumber fixing burst pipe in Richmond Melbourne" not "plumber-image-1.jpg" | ☐ |
Monthly Maintenance Checklist
Local SEO isn't set-and-forget. Here's what to check every month:
- ☐ Review and respond to all new reviews
- ☐ Publish 4+ GBP posts
- ☐ Check GBP insights — calls, directions, clicks trending up?
- ☐ Monitor ranking positions for core local keywords
- ☐ Update business hours for upcoming holidays
- ☐ Check for and fix new citation inconsistencies
- ☐ Upload new photos to GBP (at least 2-3 per month)
- ☐ Review Google Search Console for local keyword opportunities
- ☐ Check for and respond to new Q&A on GBP
- ☐ Assess local competitor activity — new reviews, posts, listings
How to Prioritise This Checklist
You don't need to do everything at once. Here's the order I recommend:
- Week 1: GBP tasks (#1-13) — this is your highest-impact work
- Week 2: On-page signals (#14-22) — reinforce GBP with your website
- Week 3: Citations (#23-27) and reviews (#28-31) — build your local presence
- Week 4: Links (#32-36), schema (#37-42), and content (#43-47) — layer on growth
- Ongoing: Monthly maintenance + content creation
The businesses that win at local SEO are the ones that treat it as an ongoing discipline, not a one-time project.
Frequently Asked Questions
How long does it take to see results from local SEO?
Most businesses see measurable improvements in 4-8 weeks for GBP optimisation (more calls, direction requests, and website clicks). Local pack ranking improvements typically take 3-6 months for competitive keywords. Citation building and link acquisition are slower — expect 6-12 months for those signals to fully compound. The businesses that see the fastest results are those starting from an unoptimised baseline, where the foundational fixes (correct GBP category, complete profile, NAP consistency) create immediate uplift.
Do I need to do all 47 tasks on this checklist?
For maximum local visibility, yes — eventually. But prioritise ruthlessly. Tasks #1-13 (GBP optimisation) will deliver 60-70% of your local SEO impact. If you only have time for one week of work, focus entirely on getting your Google Business Profile right. Then layer in on-page signals, citations, and reviews over the following weeks. The technical and content tasks in priorities 6-7 are important but won't move the needle until the fundamentals are solid.
What's the most common local SEO mistake businesses make?
Choosing the wrong primary GBP category. I see this constantly. A business selects a broad category like "Consultant" when a specific option like "SEO Agency" or "Marketing Consultant" exists. Your primary category is the single strongest signal you send to Google about what your business does. Take 10 minutes to research all available categories using a tool like Pleper before setting yours. The second most common mistake is inconsistent NAP information across the web.
Should I hire someone for local SEO or do it myself?
If you have one location and basic technical skills, you can handle most of this checklist yourself. The GBP optimisation, citation building, and review management are straightforward. Where you'll likely need help is with schema markup, technical SEO, and ongoing content creation. For multi-location businesses, professional help is almost always worth the investment — the complexity scales exponentially. Either way, understanding this checklist helps you evaluate whether any agency or consultant you hire is doing the work properly.