Local SEO Checklist: How to Dominate Google Search in Your Area
In today's digital landscape, being visible to local customers searching for your services is critical for business growth. With 46% of all Google searches having local intent and 88% of consumers who conduct a local search on their smartphone visiting a related store within 24 hours, local SEO represents a massive opportunity for businesses of all sizes.
At Sault Digital, we've helped numerous businesses climb the local search rankings to capture more customers in their immediate service areas. In this comprehensive guide, we'll share our proven local SEO checklist that can help your business dominate Google search in your local area. Keep in mind, when we build our client websites - we build them with local SEO in mind to ensure your target audience actually sees your website.
Why Local SEO Matters
Before diving into the checklist, let's understand why local SEO deserves your attention:
Local searches lead to purchases: Nearly 28% of local searches result in a purchase
Mobile-local connection: 76% of people who search for something nearby on their smartphone visit a business within a day
Competitive advantage: Many small businesses still haven't optimized for local search, creating an opportunity for those who do
Cost-effective marketing: Local SEO often delivers higher ROI than paid advertising for location-based businesses
The Complete Local SEO Checklist
1. Google Business Profile Optimisation
Your Google Business Profile (formerly Google My Business) is the cornerstone of local SEO success.
Claim and verify your listing if you haven't already
Complete every section of your profile with accurate information
Choose primary and secondary categories that precisely match your business
Add high-quality photos (interior, exterior, team, products)
Create Google Posts weekly to share updates, offers, and events
Answer questions in the Q&A section proactively
Set up messaging to respond to customer inquiries directly
Add your products or services with descriptions and pricing
Create a short, keyword-rich business description that includes your location and primary services
Pro Tip: Use your target keywords naturally in your business description, but avoid keyword stuffing which can trigger penalties.
2. Local Keyword Research and Implementation
Understanding how local customers search is critical for targeting the right terms.
Focus on "[service] + [location]" keywords (e.g., "web design Melbourne")
Research location-specific long-tail keywords (e.g., "affordable web designer in Melbourne")
Identify "near me" search opportunities relevant to your business
Map keywords to specific pages on your website
Update page titles and meta descriptions with local keywords
Create location-specific service pages for each area you serve
Include local keywords in headings, image alt text, and content
Pro Tip: Use Google's autocomplete feature, "People also ask" section, and tools like Semrush or Ahrefs to identify local keyword opportunities.
3. On-Page Local SEO Elements
Your website needs specific on-page elements to signal relevance to local searches.
Create a dedicated contact page with your NAP (Name, Address, Phone)
Add an embedded Google Map on your contact page
Include your city and region in title tags where relevant
Create location-specific content addressing local topics and concerns
Add schema markup for local business to help search engines understand your content
Optimize URL structure to include location when appropriate
Add location information in image alt texts where relevant
Ensure consistent NAP across all pages
Create a locally-focused FAQ section addressing common questions
Pro Tip: Schema markup might seem technical, but tools like Schema App or Google's Structured Data Markup Helper can simplify the process.
4. Citation Building and Management
Citations are mentions of your business name, address, and phone number across the web.
Ensure NAP consistency across all platforms
Create listings on major citation sites (Yellow Pages, Yelp, TrueLocal, etc.)
Target industry-specific directories relevant to your business
Claim and optimise social media profiles with consistent information
Fix or remove duplicate listings that might confuse search engines
Add enhanced content to citations where possible (hours, descriptions, images)
Regularly audit citations for accuracy as your business evolves
Pro Tip: Use citation management tools like BrightLocal or Whitespark to save time and ensure consistency.
5. Review Management Strategy
Reviews are crucial ranking factors for local SEO and significantly impact click-through rates.
Create a system for requesting reviews from satisfied customers
Respond to all reviews (positive and negative) professionally
Share positive reviews on your website and social media
Address negative reviews constructively and take the conversation offline
Include keywords in review responses where they fit naturally
Monitor review platforms beyond Google (Facebook, TrueLocal, industry-specific sites)
Analyze review content for product or service improvement opportunities
Pro Tip: Create a simple email template to request reviews and consider using SMS for higher response rates.
6. Local Link Building
Building quality backlinks from local sources strengthens your local SEO profile.
Partner with local businesses for cross-promotion opportunities
Join local business associations with member directories
Sponsor local events or teams that link to sponsors
Create locally-focused content that attracts natural links
Guest post on local blogs or news sites
Get featured in local media through press releases or news stories
Participate in community initiatives that generate local coverage
Pro Tip: Focus on quality over quantity—a few links from authoritative local sources outperform many low-quality directory links.
7. Mobile Optimisation
With most local searches happening on mobile devices, mobile optimization is non-negotiable.
Ensure your website is fully responsive on all device sizes
Optimise page speed for mobile connections
Make contact information easily accessible and clickable on mobile
Enable click-to-call functionality for phone numbers
Add directions with map integration for mobile users
Ensure forms are easy to complete on small screens
Test the full user journey on multiple mobile devices
Pro Tip: Use Google's Mobile-Friendly Test and PageSpeed Insights to identify specific mobile optimization opportunities.
8. Local Content Strategy
Creating location-specific content helps establish local relevance and authority.
Develop location pages for each service area
Create blog posts about local events or news related to your industry
Feature local customer success stories and case studies
Address local challenges or topics relevant to your business
Create location-specific FAQs addressing regional concerns
Include local landmarks or reference points in directions and content
Share local knowledge that demonstrates your connection to the area
Pro Tip: Avoid duplicate content across location pages by making each page truly unique—focus on area-specific information, testimonials, and team members.
9. Social Media Localisation
Social signals indirectly impact local SEO and drive local engagement.
Add consistent NAP information to all social profiles
Share locally relevant content on social platforms
Use location tags in posts when applicable
Engage with local businesses and community pages
Promote local events and initiatives
Respond promptly to local inquiries via social channels
Use locally-targeted advertising on social platforms
Pro Tip: Create a social media calendar that includes regular locally-focused content alongside your broader marketing messages.
10. Tracking and Analytics
Measuring your local SEO performance helps refine your strategy over time.
Set up Google Analytics 4 if not already in place
Configure Google Search Console and verify your website
Track local keyword rankings for target search terms
Monitor Google Business Profile insights for performance metrics
Analyze website traffic from local sources
Set up conversion tracking for calls, form submissions, and directions
Create custom reports focusing on local performance indicators
Pro Tip: Schedule monthly reviews of your local SEO metrics to identify trends and opportunities for improvement.
Next Steps for Your Local SEO Journey
Implementing this checklist takes time and consistent effort, but the results are worth it. Start with the Google Business Profile optimization, as this delivers the quickest results, then work through the remaining items systematically.
Need expert help implementing your local SEO strategy? Sault Digital specialises in helping businesses like yours dominate local search results. Contact us today for a SEO audit and discover your untapped potential in local search.
