Your local SEO checklist
Work through this local SEO checklist in order. Each of the 11 steps helps Google understand who you are, where you work and why customers should choose you.
Claim and verify your Google Business Profile
Make sure your profile is verified and you are the owner.
Choose the right categories
Pick one primary category and a few relevant secondary ones.
Write a local business description
Explain what you do and where, in plain language.
Add services and photos
List every service and add real photos of your work and team.
Keep your name, address and phone number consistent
Use exactly the same details everywhere online.
Build trusted local citations
List your business on respected directories and local sites.
Ask for reviews and reply to them
Send a review link after every job and reply to every review.
Create service and location pages
Give each main service and each town you cover its own useful page.
Optimise titles, headings and descriptions
Put your service and town in the page title, main heading and description.
Fix technical basics
Check your site is fast, mobile friendly and easy to crawl.
Prepare for AI search
Answer common questions clearly so AI tools can find and recommend you.
Common local SEO mistakes to avoid
These mistakes hold back many small business websites in local search.
Inconsistent business details
Different names, addresses or phone numbers across directories confuse Google and customers.
One page for every service and town
A single page cannot rank well for every service and location. Give each its own page.
Ignoring reviews
Unanswered reviews and a slow trickle of new ones weaken trust. Reply to every review.
Thin or copied content
Generic text gives Google and AI tools no reason to recommend you. Write about your real work and local area.
Never updating your profile
Out-of-date hours, photos and services put customers off. Review your profile every quarter.
Why a local SEO checklist matters
Most local customers start with a Google search such as a service plus a town name. Businesses that appear in the Google Map Pack and the top organic results get most of the calls. A local SEO checklist makes sure nothing is missed, from your Google Business Profile to your website pages and your reviews.
How AI search uses this information
AI tools such as ChatGPT, Google AI Overviews and Perplexity pull answers from trusted, consistent and well structured sources. Accurate business details, genuine reviews and clear answers to common questions make your business easier for AI search to recommend.
How often should you review this checklist?
Review it every quarter. Check your profile details, reply to new reviews, add fresh photos and update your service pages.
Frequently asked questions
What is local SEO?
Local SEO helps your business show up when people nearby search on Google for what you offer.
How long does local SEO take?
Most small businesses see early movement within 3 months, with stronger results over 6 to 12 months.
Do I need a Google Business Profile?
Yes. It is one of the biggest factors in appearing in the Google Map Pack.
How many reviews do I need?
There is no magic number. Aim for a steady flow of genuine reviews and reply to each one.
Can I do local SEO myself?
Yes. This checklist covers the basics. Many businesses ask us to handle it so they can focus on running the business.
Do you cover my area?
We work with businesses in Chichester, Bognor Regis, Worthing, Littlehampton, Horsham, Crawley and across West Sussex.
Want us to do this for you? Request a free SEO review.
More local SEO questions
What is the Google Map Pack?
The Map Pack is the set of three local business listings shown with a map on many local Google searches.
What are local citations?
Citations are mentions of your business name, address and phone number on other websites and directories.
Do I need a page for each town I cover?
If you serve several towns, a useful page for each one helps Google and customers see where you work. Each page needs its own content, not copied text.
Can AI tools like ChatGPT recommend my business?
They can. AI tools draw on trusted sources, so consistent business details, genuine reviews and clear answers on your website all help. No one can guarantee a recommendation.
How much does local SEO cost?
Our SEO plans start from £399 a month, with a £150 one-off setup fee and a 3 month minimum. See our SEO pricing page for details.
Local SEO help across West Sussex
We work with businesses in Chichester, Bognor Regis, Worthing, Littlehampton, Horsham, Crawley and across West Sussex. If you would rather have us work through this checklist for you, request a free SEO review.
See also: small business SEO, SEO pricing and SEO in Chichester.
Related local SEO guides and services
Explore more ways we help local businesses get found on Google and in AI search.