Local SEO Checklist: 10 Things Every Small Business Should Do This Month

Published under The Marketing Hat on HatStacked.com

Local SEO isn’t a fancy marketing trend. It’s the single most reliable way for small businesses to get discovered without draining their wallets.

Why Local SEO Deserves Your Attention

If you own a small business, you’ve probably been told to “do SEO” at least a dozen times. The problem is that most advice is geared toward giant e-commerce sites or businesses that can throw thousands into ad spend. Meanwhile, you’re trying to get found by customers a few miles away, not in another country.

That’s where local SEO comes in. It’s how you show up when someone searches “coffee shop near me” or “plumber in Grand Rapids.” And while it might sound complicated, the truth is most small businesses only need to follow a repeatable checklist to start seeing results.

This isn’t about gaming Google. It’s about making sure your business shows up clearly, consistently, and helpfully in the exact moment someone nearby is looking for what you offer.

1. Claim and Optimize Your Google Business Profile

Google Business Profile (GBP) is the cornerstone of local SEO. If you don’t claim your profile, you’re essentially invisible on Google Maps and in local search results.

Here’s what to do:

• Go to google.com/business and claim your listing.
• Fill out every field: business name, hours, services, description, and categories.
• Add real photos of your business, staff, and products. Businesses with photos get 42% more requests for directions.
• Keep your business hours updated—Google penalizes profiles with inaccurate hours.

This alone can put you in the “map pack” (the three businesses that show up in a box at the top of local searches).

2. Collect Real Customer Reviews

Nothing convinces a potential customer like a stack of positive reviews. Google also rewards businesses with frequent, recent, and high-quality reviews.

How to get them:

• Ask in person after a successful interaction.
• Send a follow-up email with a direct link to your GBP review page.
• Put a QR code at your checkout counter.

And don’t panic about the occasional bad review. Respond professionally, address the issue, and move on. A mix of reviews actually looks more authentic than a perfect five stars.

3. Fix Your NAP Across the Internet

NAP stands for Name, Address, and Phone number. These three details need to match exactly across every platform: your website, Yelp, Facebook, LinkedIn, industry directories, and anywhere else your business appears.

Why it matters: inconsistent details confuse Google’s crawlers and reduce your credibility. Something as small as “Main St.” versus “Main Street” can throw off the algorithm.

Do a self-audit by Googling your business and making a list of every listing. Update them one by one. If you have dozens, use a tool like Moz Local or BrightLocal to speed things up.

4. Add Local Keywords to Your Website

Your website might be beautiful, but if it doesn’t include local keywords, Google won’t know where you operate.

Instead of “We sell cakes,” say “We sell birthday cakes in Grand Rapids, Michigan.” This tells search engines exactly what you do and where.

Tips:

• Use city and neighborhood names naturally in headings and page titles.
• Create individual service pages (e.g., “Emergency Plumbing in Hudsonville”).
• Don’t overstuff—Google knows when you’re trying too hard.

Related: How to Write a Product Description That Doesn’t Sound Like AI Wrote It

5. Write Location-Specific Blog Posts

This is where small businesses can beat national chains. Big brands can’t convincingly write about “The 5 Best Outdoor Dining Spots in Grand Rapids.” You can, and those posts bring in local search traffic.

Ideas:

• Seasonal guides (e.g., “How to Prep Your Lawn for Michigan Winters”).
• Event tie-ins (“Where to Eat Before the Grand Rapids Art Festival”).
• Neighborhood spotlights (“The Hidden Gems of Jamestown Township”).

This content builds authority, brings in traffic, and shows customers you’re part of the community.

6. Make Your Site Mobile-Friendly

Most local searches happen on mobile devices. If your site looks clunky or takes more than three seconds to load, people leave.

Here’s how to fix it:

• Run Google’s free Mobile-Friendly Test.
• Use a responsive theme that adapts to different screen sizes.
• Compress images to speed up load times.
• Keep phone numbers and directions one tap away.

If your site passes the “grandma test” (your grandma can find your phone number on her phone in under 10 seconds), you’re good.

7. Embed a Google Map on Your Contact Page

This is simple but powerful. A map embed makes it easy for customers to find you and gives Google a stronger location signal.

Steps:

• Search your business on Google Maps.
• Click “Share” → “Embed a map.”
• Copy the HTML and paste it into your contact page.

It’s low effort, but it helps connect your website with your Google profile.

8. Build Local Backlinks

Backlinks are links from other websites that point to yours. Google sees them as votes of confidence. For local businesses, local backlinks are especially valuable.

Ways to get them:

• Join your local chamber of commerce and get listed in their directory.
• Sponsor a youth sports team or community event—they’ll often list sponsors online.
• Offer guest posts for local blogs or news sites.
• Partner with complementary businesses and exchange links.

A few quality local backlinks can do more for your rankings than dozens of low-quality ones.

9. Add Schema Markup

Schema is code that explains your business to search engines in plain terms. Adding “LocalBusiness” schema tells Google who you are, what you do, and where you are located.

If coding isn’t your thing, use a free schema generator like technicalseo.com’s tool. Paste the output into your site’s footer or head section.

This helps you appear in rich results like knowledge panels and can boost your local relevance.

10. Keep It Fresh

SEO is not “set it and forget it.” Google rewards businesses that stay active.

Here’s what to do monthly:

• Add new photos to your GBP profile.
• Post short updates (“Now offering fall specials!”).
• Refresh outdated website copy.
• Add a new blog post or FAQ.

Consistency is what separates businesses that show up once in a while from those that dominate local searches year-round.

Wrapping It Up

Local SEO isn’t about tricking Google. It’s about being clear, consistent, and helpful to the people in your area who are already searching for your services.

If you follow this checklist, you’ll be ahead of most of your competitors. Big brands can’t fake being local. You don’t need to—your advantage is that you actually are.

Start with the basics: claim your Google profile, fix your NAP, and collect reviews. Then layer on content, backlinks, and schema. The sooner you start, the sooner your business shows up in the searches that matter.

Related: 5 DIY Ways to Market Your Business Without Paying Meta a Dime