Small Business SEO Checklist: 12 Steps to Higher Rankings

1. Set Up Google Business Profile: Claim, verify, and optimize your profile with accurate business details, photos, and reviews.
2. Find Local Keywords: Use location-based terms like "dentist in Boston" to target local searchers.
3. Update Your Website for Local Search: Add local keywords, create area-specific pages, and embed Google Maps.
4. Get Local Links and Citations: List your business in directories like Yelp and collaborate with local organizations.
5. Write Local Content: Share community-focused news, customer stories, and area-specific guides.
6. Fix Technical SEO Issues: Ensure your site is mobile-friendly, fast, and uses local business schema.
7. Use Social Media Locally: Post geotagged updates, engage with local groups, and highlight community events.

Why This Matters:

• 46% of Google searches are for local information.
• 28% of local searches lead to purchases within 24 hours.
• 92% of users stick to the first page of search results.

Ready to improve your local SEO? Start with these steps to build a stronger online presence in your community.

Local Businesses SEO Checklist✔️Small Business SEO For ...

Step 1: Set Up Google Business Profile

Your Google Business Profile (GBP) acts as your business's online storefront. Having a complete and verified profile improves your local search visibility and helps build trust with potential customers.

Get Your Profile Verified

Start by creating and verifying your profile - this step ensures your business appears on Google. Here's what to do:

1. Sign in or create a Google Account using your business email.
2. Enter your business name and select the most relevant category.
3. Specify your location type - either a physical storefront or a service area.
4. Add your contact details and website URL.
5. Complete the verification process using one of the available methods.

"Customers can only find your business profile on Google after you complete verification." - Google Business Profile Help

Complete Your Business Details

A detailed profile increases your chances of attracting visits by 70% and makes your business 50% more likely to be considered for purchase. Be sure to include the following:

Profile Element	What to Include
Basic Info	Business name, address, phone (NAP), website, and operating hours
Categories	Primary and secondary categories that represent your business
Attributes	Information like accessibility, amenities, and accepted payment methods
Description	Your unique selling points and relevant keywords
Visual Content	High-quality images of your products, services, or location

For instance, the City of San Diego's 2023 initiative revealed that businesses saw a 35% increase in website traffic and 20% more customer inquiries after optimizing their GBP listings.

Manage Customer Reviews

Customer reviews are key to improving local search rankings and influencing potential buyers. Here's how to handle them effectively:

• Keep an eye on reviews: Use email notifications and merchant panel alerts to stay updated.
• Respond professionally: Address both positive and negative reviews with polite, solution-oriented replies. Avoid sharing personal details or reacting defensively.
• Encourage feedback: Make it easy for customers to leave reviews. Research shows that 62% of customers are likely to share their experiences when asked.

Reviews not only shape customer opinions but also play a role in boosting your visibility in search results.

Step 2: Find Local Keywords

Once your Google Business Profile is set up, it's time to refine your local search strategy with targeted keyword research. Local keywords ensure your business shows up when potential customers search for products or services in your area.

Research Location Keywords

Combine your business type with location-based terms to attract local customers. Here's how to get started:

• Track key metrics for each keyword: Use a spreadsheet to organize data like monthly search volume, keyword difficulty, local search intent, current rankings, and seasonal trends.
• Use location modifiers: Include city names, neighborhoods, ZIP codes, local landmarks, street names, or district nicknames in your keywords.

For example, Milano Bakery has effectively used "joliet bakery" as a primary keyword, bringing in around 3,000 monthly visits from desktop searches alone.

Keyword Type	Example Structure	Sample Keywords
Basic Local	[Service] + [Location]	dentist in Boston
Service-Specific	[Specific Service] + [Location]	emergency tooth extraction downtown Boston
Question-Based	[Question] + [Service] + [Location]	where to get dental implants Boston MA

After building your keyword list, take a closer look at what your competitors are doing for even more ideas.

Study Local Competitor Keywords

Analyzing competitors' keywords can reveal gaps and opportunities for your business. Tools like Semrush and BrightLocal can help you uncover keywords your competitors rank for but you don't.

"If your only strategy is imitation, the best you'll ever become is the second best version of your competitors." - Kameron Jenkins, Director of Brand, Content & Communications at Botify

Here’s how to analyze competitors effectively:

• Examine their landing pages: Look at page titles, headers, meta descriptions, content, and image alt text.
• Track their performance: Use tools like BrightLocal's Local Search Grid to monitor rankings, paid search keywords, organic content, featured snippets, and Local Pack appearances.
• Focus on valuable keywords: Prioritize those with good search volume, clear local intent, manageable competition, and relevance to your services.

Step 3: Update Website for Local Search

Once you've done your keyword research, it's time to integrate local keywords into your website. This helps search engines and users understand your geographic focus.

Add Location to Website Text

Incorporate local keywords into key areas of your site. Here's how:

Website Element	Example of Local Optimization
Page Title	"Premier Dental Care - Boston, MA Dentist"
Meta Description	"Trusted dental services in downtown Boston. Serving Back Bay, Beacon Hill, and South End communities."
Headers (H1-H6)	"Expert Tooth Whitening in Boston's Financial District"
URL Structure	"example.com/boston-ma/dental-services"
Image Alt Text	"dentist office interior downtown Boston Massachusetts"

Make sure your Name, Address, and Phone number (NAP) are displayed prominently - ideally in the header or footer of your site.

Build Area-Specific Pages

Dedicated pages for specific areas can make a big difference. These pages should include:

• Descriptions of services tailored to local needs
• Customer reviews from the area
• Profiles of team members based in that location
• Photos showcasing your work in the area
• Information about local regulations
• Mentions of nearby landmarks

"Service pages have strong commercial and local intent, meaning there's a high likelihood of turning these visitors into customers." - Jason Parks, The Media Captain

For example, The Media Captain helped a dental client in Grandview, Ohio, improve conversions by adding location-specific service pages for treatments like teeth whitening and dental implants. This shows how effective these pages can be.

Add Maps to Contact Page

Make it easy for customers to find you by embedding a Google Map on your contact page. Here's what to include:

1. Create a detailed map listing
   • Add your full street address
   • Include business hours, phone number, and website link
   • Upload recent photos of your business
2. Embed the map correctly
   • Provide clear directions
   • Mention parking options
   • Highlight nearby public transportation and landmarks
3. Add extra details
   • Include suite or building numbers
   • Give entry instructions
   • Note accessibility features
   • Reference adjacent businesses

This mix of visual and text-based location details helps search engines and customers pinpoint your business. For even better results, pair this with local backlinks in the next step.

Step 4: Get Local Links and Citations

Once your website is optimized, it’s time to build local authority by securing links and citations that target your community.

Establishing a strong local presence involves listing your business on trusted platforms and forming connections with other community-focused organizations.

Get Listed in Business Directories

Consistent directory listings are key to improving local search visibility. Start by focusing on these major platforms:

Directory Type	Key Platforms	Why It Matters
Search Engines	Google Business Profile, Bing Places	Increases visibility in map results
Review Sites	Yelp, BBB	Builds trust through customer reviews
Local Directories	Yellow Pages, Foursquare	Reaches community-focused users
Industry-Specific	Chamber of Commerce, Trade Associations	Targets niche audiences

For example, a search for "plumbers near me" in Middlesex, MA, revealed that 5 out of 9 results came from directories like Yelp, Angi, HomeAdvisor, and BBB.

"You will be far more visible to the vast majority of users of both Android and iPhones searching for businesses within a 5-kilometer radius. Local searchers do not want to be constantly bombarded with the same old big names that may or may not truly offer the service or product they are seeking." - Google

Pro tip: Services like BrightLocal (around $25 per submission) can help you manage your directory listings efficiently across multiple platforms.

Collaborate with Local Businesses

Teaming up with other local businesses can boost your authority and visibility. For instance, a bakery partnering with a coffee shop can create quality backlinks, improve search rankings, and enhance customer trust. These partnerships offer mutual benefits, such as:

• Sharing expertise and resources
• Building credible backlinks
• Increasing brand visibility in the community

When reaching out to potential partners, focus on creating mutually beneficial opportunities. You might even consider drafting agreements that outline collaboration details like cross-promotion, content sharing, or joint events.

Participate in Local Events

Sponsoring or supporting local events is another great way to strengthen your presence and earn quality backlinks. To make the most of these opportunities:

• Choose events that align with your brand and ensure your business is featured on event websites and materials.
• Document your involvement with photos, videos, or blog posts.
• Use local hashtags on social media to share updates and connect with your community.

Track which directories, partnerships, or events drive the most traffic to your site using tools like Google Analytics and UTM codes. And remember to keep your NAP (Name, Address, Phone number) consistent across all platforms.

Step 5: Write Local Content

Once your profile is optimized and your keywords are in place, it’s time to focus on creating content that truly connects with your community. Local content not only helps you engage with your audience but also strengthens your search rankings by showcasing your relevance in the area.

Cover Local News and Events

Become a go-to resource in your community by sharing news and events that matter to your audience. Focus on topics related to your industry and what your local customers care about.

Content Type	Purpose	Example Impact
Event Coverage	Build community presence	Antonelli's Cheese Shop in Austin hosts classes and events to connect with locals
Local News	Show industry expertise	Green Bench Brewing in St. Petersburg, Florida, engages the community with Hospitality Wednesdays
Community Updates	Demonstrate local ties	Jeni's Splendid Ice Cream blogged about their new Wrigley location, building excitement in the area

Tip: Add an events calendar to your website to highlight upcoming activities. Milestone saw an 81% increase in organic traffic for Charley Creek Inn by using this approach.

Share Local Customer Stories

Stories from your customers can create a deeper connection with your community. Highlight real experiences that show how your business makes a difference locally.

Here’s how to create impactful customer stories:

• Use video testimonials to showcase positive experiences.
• Share examples of how your business has impacted the local community.
• Include references to neighborhood landmarks and details to make the stories relatable.

Create Area-Specific Content

Focus on specific neighborhoods or areas to make your content even more relevant. Tailored local content can significantly boost visibility, as seen with Search Geek Solutions, which increased organic visibility for Bloomfield Dental Designs by 300%.

• Neighborhood Guides: Write detailed guides about the areas you serve. For instance, Jeffcot Law addresses local questions about marijuana laws in Ohio.
• Unique Content Pages: Share local stories or community insights through dedicated pages. PlumbGas saw a 400% increase in goal conversions by optimizing navigation pages and using local keywords.
• Local Expertise: Highlight your knowledge of the area. Evergreen Home Heating and Energy shares how a new Trane product benefits Seattle homeowners.

Step 6: Fix Technical SEO Issues

Technical SEO is the backbone of your local search success. With over 55% of searches happening on mobile devices and 56% of mobile searches having local intent, ensuring your website meets technical standards is key. Once you've polished your content and local targeting, it's time to address the technical issues that could be holding your site back.

Make Your Site Mobile-Friendly

Mobile optimization is critical for local businesses, especially with Google's mobile-first indexing. The mobile version of your site directly impacts your rankings.

Mobile Issue	Impact	Solution
Slow Loading	38% bounce rate at 5 seconds	Optimize images, minimize code
Poor Layout	Only 20% of attention below the fold	Center key content
Navigation	75% of users rely on thumb scrolling	Use a touch-friendly design

Run your site through Google's Mobile-Friendly Test to check its usability on smaller screens. Make sure text is easy to read, buttons are touch-friendly, and forms work seamlessly.

"Responsive design is an approach to web page creation that makes use of flexible layouts, flexible images and cascading style sheet media queries. The goal of responsive design is to build web pages that detect the visitor's screen size and orientation and change the layout accordingly." – WhatIs.com

Improve Your Site Speed

A fast-loading website is essential. Pages that load in 2 seconds have a bounce rate of 9%, compared to 38% for pages that take 5 seconds. Here’s how you can speed up your site:

1. Upgrade Your HostingIf you're using shared hosting, consider switching to VPS hosting for around $30/month. This can significantly improve your site's performance.
2. Use Performance PluginsFor WordPress sites, tools like these can make a big difference:
   • WP Rocket: Handles caching and file optimization.
   • ShortPixel: Compresses images without losing quality.
   • WP Asset Cleanup: Removes unnecessary code.
3. Optimize TechnicallyEnable Gzip compression for files over 150 bytes and leverage browser caching to store static elements. Aim for server response times under 200ms.

Add Local Business Schema

Schema markup helps search engines understand your business better, boosting your visibility in local searches. With 46% of Google searches being local, implementing schema is a must.

Key schema properties for local businesses include:

• Business name and URL
• Address and service area
• Phone number
• Opening hours
• Business images and logo

"Structured data markup can work diligently behind the scenes to help your local business shine online." – Chelsea Alves, Senior Manager, Content Marketing at Forsta

Use the JSON-LD format for schema implementation and validate it with Google's Rich Results Test. Start with your homepage, then expand to other important pages on your site.

Step 7: Use Social Media Locally

After addressing technical and content improvements, tapping into social media can expand your local reach even further. Social platforms play a key role in strengthening your connection with the community. With 302 million Facebook users in the U.S. alone, leveraging these platforms can boost visibility and encourage customer interaction.

Post Local Updates

Sharing local-focused content helps you stay relevant and relatable. Include:

• Photos of well-known landmarks or popular local spots
• Highlights of your team participating in community events
• Success stories from customers in your area
• Updates on nearby developments that relate to your industry

Content Type	Purpose	Impact
Community Events	Build local presence	Increase engagement in your area
Customer Stories	Provide social proof	Build trust with local customers
Behind-the-scenes	Showcase authenticity	Create emotional connections
Local News	Highlight involvement	Show expertise in the community

"Social media marketing can be an effective, fairly low-cost way to create greater visibility for your local business." - Alexandra Tachalova, Founder at Digital Olympus

Add Location to Posts

To maximize your local reach, make sure every post is tied to your location. Here’s how:

1. Optimize Your Profile

• Include your physical address
• Define your service area
• Add contact details and operating hours
• Link to your website

2. Geotag Your Posts

• Use location tags on photos and updates
• Incorporate local hashtags
• Tag nearby businesses or events
• Add location stickers to stories

3. Engage Locally

• Join and participate in local groups
• Collaborate with area businesses
• Respond promptly to customer feedback

Track your engagement metrics to see what resonates most with your audience. Focus on one or two platforms where your local customers are most active, and naturally include location-based keywords in your posts.

Conclusion: Start Your Local SEO Plan

About 86% of people turn to the internet to find local businesses. Ready to improve your local SEO? Use this checklist to guide your efforts.

Local SEO Checklist

Step	Key Actions	Why It Matters
Google Business Profile	Claim, verify, and fill out all details	Affects local ranking directly
Local Keywords	Research location-specific terms	Targets searches with local intent
Website Updates	Add location pages and embed maps	Improves relevance for local users
Citations & Links	Ensure consistent NAP listings	Builds local credibility
Local Content	Write content tailored to your area	Connects with your community
Technical SEO	Focus on mobile optimization and schema	Enhances search visibility
Social Media	Geotag posts and engage locally	Strengthens your local presence

This checklist can help you map out your next steps for improving your local SEO.

Steps to Get Started

Here’s how to put the checklist into action:

1. Fine-Tune Your Google Business ProfileMake sure every field is complete, update your hours regularly, and respond to reviews quickly.
2. Fix Key Technical IssuesCheck that your site is mobile-friendly, loads quickly, uses proper schema, and has consistent NAP details.
3. Focus on Local ContentShare content that resonates with your community. For example, Broadmead Orthopaedic Physiotherapy Clinic saw a 30% jump in ranking visibility and a 166% increase in discovery searches by prioritizing local SEO.

Use these steps to start building a stronger local presence today.