Local SEO checklist for small businesses
Concrete steps to get your business into Google Maps and local search: Google Business Profile, reviews, structured data, service pages and consistent business details.
SEO · · 2 min read
When someone searches "plumber near me", Google first shows a map with three businesses, then the regular results. Those three map listings get a large share of the calls. Here's what it takes to get there.
1. Google Business Profile (the most important step)
- Claim and verify your profile at business.google.com.
- Pick the most precise primary category (e.g. "Website designer", not just "Company"), then add secondary categories.
- Fill in your hours, including public holidays.
- Add services with short descriptions and, if possible, indicative prices.
- Upload real photos: premises, team, finished work. Avoid stock photos.
- Write a clear description: what you do, for whom and in which area.
- Post updates, offers or new projects regularly.
2. Reviews
- Ask for a review after every successful project; a direct link sent by WhatsApp or email works best.
- Reply to every review, positive and negative.
- Don't offer discounts for reviews and never buy them: it breaks Google's rules.
3. Identical details everywhere (NAP)
NAP stands for Name, Address, Phone. Google compares your business details across sources.
- Name, address and phone are written identically on your site, Google Business Profile, Facebook and directories.
- Old details are updated after a move or a number change.
4. Your website
- A separate page for each service, mentioning your city naturally in the title and copy (not stuffed ten times).
- Contact details on every page, usually in the footer.
- The home page title includes your service and city, e.g. "Heating installers in Sibiu — Company X".
- A Google map on the contact page.
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LocalBusinessstructured data with name, address, phone, hours and coordinates. - FAQ sections with real customer questions.
- A fast mobile site: most local searches happen on phones.
5. Local content
- Case studies of local projects with real photos.
- Articles that answer local customers' questions.
- Mentions in local press, business associations or city events.
6. Measurement
- Google Search Console set up, with your sitemap submitted.
- Monthly check of Google Business Profile insights: searches, calls, direction requests.
Check your website now
Part of this list, including structured data, titles, mobile speed and sitemap, is checked automatically by our free scanner. If you'd like help with the rest, get in touch.
FAQ
How long until I show up in Google Maps?
Once your Google Business Profile is verified, the business usually appears within days. Reaching the top three map results (the Local Pack) takes a complete profile, reviews and a good website, which typically takes a few months.
Can I rank in a city other than where I'm based?
It's harder in the map, which favors proximity. On your website, though, you can have dedicated pages for the areas you serve, with real information about projects done there.
Do negative reviews matter?
How you respond matters most. A calm, specific reply shows future customers you take problems seriously. Never buy fake reviews: it breaks Google's rules and can get your profile suspended.
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