This checklist walks you through the must-do steps to rank higher in your area, from optimizing your Google Business Profile and managing reviews, to building local backlinks, creating location pages, and even preparing your site for AI with LLMS.txt.
Looking to attract more local customers to your business this year? You need a solid Local SEO strategy.
Local Search Engine Optimization (SEO) is how businesses show up in search results when potential customers nearby are looking for products or services like yours. Think of searches like:
If you’re not appearing in those results, you’re missing out on ready-to-buy customers. But don’t worry — this guide goes through everything you need to get up the ranks.
Local SEO is the process of improving your online presence so your business shows up in local search results.
These results are shown when someone searches with local intent, such as "accounting services in Philadelphia." This also works for keywords that include “near me” (e.g., “accounting services near me”).
Good Local SEO makes it easier for nearby customers to find you, trust you, and visit or contact you.
Search engines like Google are smarter than ever — and local intent matters more than ever.
In fact:
Your Google Business Profile is arguably the most important asset for Local SEO. This is what shows up in the Google Maps section and the map pack - the listings under the map that get the majority of local clicks.
If you haven’t yet, add or claim your business on Google Business Profile. New accounts must go through their verification process. Once that’s done, it’s time to fill out and optimize your GBP with accurate business information. This includes:
Already have one? Great! Still give it a review to ensure all business information and photos are up-to-date. Make it a task to consistently check and respond to Google Reviews. If anyone submitted questions, they should be answered!
Reviews are powerful for both rankings and reputation.
Google considers reviews a ranking factor, but more importantly, your customers trust reviews more than ads. 63.6% of consumers are likely to check Google Reviews before visiting a physical business (RankTrackers).
Google Reviews might be the go-to for most, however there are still a variety of online review sites that users will check. Platforms like Yelp, Facebook, TripAdvisor, and more industry-specific sites also hold weight.
Use this checklist to help manage and update your reviews:
No matter how many review websites your business uses, it’s always important to have a primary and secondary platform. These are your go-to listings that have the most information and reviews.
Local backlinks are links from other websites in your geographic area. They build authority and local relevance.
Google sees backlinks from other local sources as signals that your business is trusted in your community.
Ways to build local authority:
Focus on quality over quantity — backlinks from respected local sources are more valuable than random low-quality ones.
Your website should clearly tell Google what you do and where you do it.
Without location-specific content and keywords, Google can’t connect your site to local searches.
Use this On-Page SEO Checklist:
Your NAP is your business’s Name, Address, and Phone Number. Google checks that your contact info is consistent across your website, Google listing, and directories. Inconsistencies can hurt trust and rankings.
You should ensure your NAP is on your website and consistent everywhere including:
Should you come across a listing with incorrect NAP details, either edit the profile directly or reach out to the website to request an update.
Use listing management tools like SEMRush or Moz Local to track all the listings you have and check for inconsistencies across the web.
If you serve more than city or region, creating a unique location-specific page is a must!
Having just one "Areas We Serve" page isn’t enough anymore. Google and your potential customers want specifics. This kind of hyper-local content helps build trust, improves conversions, and signals to search engines that you’re a relevant result for people in that exact area.
Follow this checklist to ensure your location pages are optimized to improve SEO performance:
As AI-powered search tools like Google’s AI Overviews and ChatGPT become part of everyday search behavior, Generative Engine Optimization (GEO) is increasingly important for local businesses aiming to stay visible in these new discovery surfaces.
One best practice in GEO is the implementation of a llms.txt file.
Just like sitemaps.xml and robots.txt communicate with search engines, llms.txt communicates with AI crawlers and language model systems(LLMs).
This file allows you to tell AI which pages to prioritize, point AI to your preferred canonical URLs, and improve the accuracy of how your business is represented. This is a place where you can include information about the location(s) of your business.
Although this is still relatively new, a select few website builders have this feature including:
Here is a Mock Example of a Pizza Shop with multiple locations in New York and New Jersey:
For formatting guidance or examples, visit the official llms.txt website
Once your local SEO efforts are in motion, the next step is understanding what’s actually working. The data will tell you where to focus, what to improve, and what’s already paying off.
Use this checklist to start monitoring your results:
Keep in mind that SEO efforts take time to show results. If you’re not ranking after a month, don't get discouraged - it could take up to 3-6 months to see improvements.
To track your progress and gain more helpful tips, use our free interactive checklist!
