Local SEO Setup and Optimization

What You'll Need

You'll need admin access to your business's Google account, complete business information (address, phone, hours, categories), and a list of your target keywords. Have your business license or verification documents ready for Google Business Profile verification. Access to your website is also required for technical optimizations.

Step 1: Create and Verify Google Business Profile

Time: 30 minutes | Tool: Google Business Manager Start by visiting business.google.com and clicking "Manage now" to create your Google Business Profile. Fill in your complete business information including exact business name, address, phone number (NAP), website, hours of operation, and business category. Choose your primary category carefully—this significantly impacts which searches you appear for. Request verification through Google's preferred method (usually postcard verification). While waiting for the postcard, complete your profile with high-quality photos, business description, and services offered. Add photos of your storefront, interior, team, and products or services. Write a compelling business description that includes your target keywords naturally while focusing on what makes your business unique. Upload at least 10 high-quality photos and ensure your business hours are accurate and updated for holidays. Enable messaging if you can respond promptly to customer inquiries.

Step 2: Ensure NAP Consistency Across the Web

Time: 45 minutes | Tool: BrightLocal Log into BrightLocal and use their Citation Tracker tool to scan for existing mentions of your business online. Enter your business name, address, and phone number to see where your business is currently listed. Review each citation for accuracy and note any inconsistencies in how your business name, address, or phone number appears. Create a master NAP document with the exact format you want used everywhere: business name (exactly as it appears on your signage), complete address with proper abbreviations, and phone number format. Use BrightLocal's Citation Builder to identify the top citation opportunities for your industry and location. Focus on getting listed on major platforms like Yelp, Yellow Pages, Foursquare, and industry-specific directories. Claim existing listings and correct any inaccuracies. For new listings, use your exact NAP format consistently. This process may take several weeks as you work through different directories, but consistency is crucial for local search rankings.

Step 3: Conduct Local Keyword Research

Time: 45 minutes | Tool: Local Falcon Open Local Falcon and set up a new project for your business location. Add your business address as the center point and select a 25-mile radius for tracking (adjust based on your service area). Input your seed keywords—start with your main service + city combinations like "dentist [city name]" or "plumber near me." Run the Local Falcon scan to see current rankings for your keywords across different locations within your service area. Pay attention to the "Local Pack" results which show businesses appearing in the map section of Google search results. Note which competitors consistently appear in top positions and analyze their Google Business Profiles. Export the ranking data and identify your top 10-15 most important local keywords. Look for opportunities where you're ranking on page 1 of organic results but missing from the local pack, as these represent quick wins for optimization efforts.

Step 4: Optimize Your Website for Local Search

Time: 40 minutes | Tool: Google Search Console Access Google Search Console and verify your website property if you haven't already. Create dedicated location pages for each physical location if you're multi-location, or optimize your homepage and contact page for local search if you're single-location. Add your complete NAP information to your website footer and contact page using the exact format from your master document. Implement local schema markup using JSON-LD format—include LocalBusiness or Organization schema with your business name, address, phone, hours, and service areas. Create location-specific content that mentions your service areas naturally. Write about local events, partnerships, or community involvement. Add your location to title tags and meta descriptions where appropriate, such as "Best [Service] in [City] | [Business Name]." Ensure your Google My Business profile is linked from your website and vice versa.

Step 5: Build Local Citations and Directory Listings

Time: 50 minutes | Tool: BrightLocal Return to BrightLocal and use their Citation Builder tool to systematically submit to local directories. Start with the "Big 4" data aggregators: Acxiom, Factual, Infogroup, and Localeze, as these feed information to hundreds of other sites. Submit to industry-specific directories relevant to your business type. For restaurants, focus on Zomato and TripAdvisor. For healthcare, target Healthgrades and Vitals. For home services, prioritize Angie's List and HomeAdvisor. Use the exact NAP format from your master document for every submission. Create profiles on major review platforms like Yelp, Facebook, and industry-specific review sites. Fill out complete profiles with business descriptions, photos, and hours. Set up review monitoring through BrightLocal to track new reviews across all platforms. This foundation of consistent citations helps establish trust with search engines and improves local rankings.

Step 6: Monitor Local Rankings and Performance

Time: 30 minutes | Tool: Local Falcon Set up ongoing rank tracking in Local Falcon by creating a monitoring schedule for your target keywords. Configure the tool to track your rankings from multiple locations within your service area, as local rankings can vary significantly even within the same city. Create custom reports that show your performance in the local pack versus organic results. Set up weekly alerts for significant ranking changes. Export baseline data to track improvement over time. In Google Search Console, monitor your local performance through the Search Performance report. Filter by queries containing your location terms and track impressions, clicks, and average position. Set up monthly reporting to track your progress and identify opportunities for ongoing optimization.

Common Pitfalls

• Using inconsistent business name formats across different platforms, which confuses search engines
• Choosing overly broad or incorrect primary business categories in Google Business Profile
• Neglecting to update business hours for holidays or temporary changes, which can hurt customer experience
• Focusing only on citation quantity rather than ensuring accuracy and relevance of each listing

Expected Results

Within 4-6 weeks, you should see improved visibility in local search results, with your business appearing more frequently in the local pack for target keywords. Track metrics like local pack rankings, Google Business Profile views, direction requests, and phone calls from your listing. Most businesses see a 20-30% increase in local search visibility within the first two months when following this workflow consistently.