Local SEO: a step-by-step playbook (practical + action-ready)

Below is a focused, repeatable process you can run for a single-location or multi-location business. Each step includes exactly what to do and the “why” in brief.

1) Baseline audit (so you know where you are)

1. Crawl the site (Screaming Frog/ Sitebulb) to map pages, titles, H1s, status codes, canonicals.
2. Check indexation (site:domain.com, GSC Coverage, Page Experience/Core Web Vitals).
3. Measure current local visibility (map pack + organic) for priority keywords in your service radius (use a geo-grid tool if you have one).
4. Record NAP (Name, Address, Phone) everywhere it appears. Note inconsistencies.
5. Snapshot competitors’ SERPs: who ranks in the map pack and organic, their categories, reviews, and link patterns.

Deliverable: Audit doc with top 10 issues + quick wins.

2) Define local targeting & IA (information architecture)

• Pick primary city + 3–8 “money” keyword themes (e.g., “emergency plumber Boston”, “water heater repair Boston”).
• For multi-city service: plan one Location page per physical location, plus Service-area pages for high-value cities you serve (avoid thin, boilerplate duplicates).
• Add a clean “Locations” hub or store-finder linked site-wide.

3) Google Business Profile (GBP) set-up & hardening

1. Claim/verify every location. Exact legal business name only.
2. Choose the best primary category; add relevant secondary categories.
3. Fill everything: description (keyword-rich, natural), services/products, attributes, hours & special hours, opening date.
4. Add UTM to Website/Appointment URLs (e.g., ?utm_source=gbp&utm_medium=organic&utm_campaign=local).
5. Photos: upload real exterior, interior, team, and service shots; refresh monthly. Avoid stock.
6. Enable messaging, add FAQs (answer common queries), and publish Posts for promos/seasonality.
7. For call tracking: set tracking number as Primary, real number as Additional to keep NAP consistent.

Also do: Bing Places (can import from GBP) and Apple Business Connect.

4) NAP consistency & core citations

• Standardize an exact NAP string and use it everywhere.
• Fix top citations first (Google, Bing, Apple, Yelp, Facebook, industry sites), then sync via aggregators (Data Axle, Neustar/Localeze, Foursquare) and hand-build a shortlist of quality local directories (city gov, chamber of commerce, universities, neighborhood guides).
• Remove/merge duplicates; close out old addresses.

5) On-page local optimization (sitewide)

• Titles/H1s: include city + primary service where relevant (keep natural, not spammy).
• Footer & Contact: consistent NAP; embed a Google Map on the Contact or each location page.
• Internal links: point to Location and top Service pages with descriptive, human anchor text (e.g., “water heater repair in Boston”).
• Speed & mobile: hit CWV where possible (LCP/INP/CLS), ensure clickable phone (tel:), address links to maps, and easy above-the-fold CTAs.

6) High-quality Location pages (one per office/store)

Each page should:

• Open with who/what/where + trust signals (years in town, licenses, local landmarks served).
• Show NAP, hours, service area (with small map), unique photos, parking/access info.
• Include FAQs and recent reviews (with permission/markup).
• Use LocalBusiness JSON-LD with @id, name, address, geo, telephone, openingHours, sameAs (profiles), and the page’s canonical URL.

Minimal JSON-LD starter (adjust fields):

<script type="application/ld+json"> { "@context": "https://schema.org", "@type": "LocalBusiness", "@id": "https://example.com/locations/boston/#identity", "name": "Example Plumbing Boston", "image": "https://example.com/images/storefront-boston.jpg", "url": "https://example.com/locations/boston/", "telephone": "+1-617-555-0110", "address": { "@type": "PostalAddress", "streetAddress": "123 Main St", "addressLocality": "Boston", "addressRegion": "MA", "postalCode": "02108", "addressCountry": "US" }, "geo": {"@type":"GeoCoordinates","latitude":42.357,"longitude":-71.062}, "openingHours": "Mo-Fr 08:00-18:00", "sameAs": [ "https://www.facebook.com/exampleplumbing", "https://www.yelp.com/biz/example-plumbing-boston" ] } </script>

7) Service & service-area pages (commercial intent)

• One robust page per core service; if you serve multiple cities, create city-specific versions only where you can add unique value (local photos, testimonials, project spots, regulations).
• Include pricing ranges or “from” pricing, guarantees, and strong CTAs.

8) Reviews engine (ratings = local ranking + conversion)

• Aim for steady review velocity, not bursts. Target platform: Google first; then industry sites.
• Make it frictionless: QR codes on site, email/SMS follow-ups 24–72 hours after service, printed cards.
• Respond to every review (positive or negative) with specifics and no templates.
• Mine reviews for keywords; echo real language on pages/FAQs.

Simple request script:

“Thanks for choosing us today. Your feedback helps neighbors find trustworthy service. Could you share a quick Google review? [short link]. If anything wasn’t perfect, reply here and I’ll fix it.”

9) Local link acquisition & PR

• Sponsor local teams/causes, join chambers/associations, pitch neighborhood blogs, and submit authentic local stories (new hires, community events, data studies).
• Create a local resource (e.g., “Homeowner’s Winter Prep Checklist for Boston”) and pitch it to city newsletters and Facebook groups.
• Optimize for unstructured citations too (mentions of brand + city) — they support prominence.

10) Content that signals “we’re truly local”

• Case studies pinned to neighborhoods (“Back Bay brownstone pipe replacement”).
• Seasonal tips aligned to local weather/regulations.
• “Best of” partnerships (co-create content with nearby non-competing businesses).
• Add a lightweight blog or “Advice” section tied to local FAQs.

11) Technical foundations (don’t skip)

• Ensure each important page is indexable, canonicalized correctly, and in the XML sitemap.
• Avoid doorway pages and thin, city-swapped boilerplate.
• Implement breadcrumbs (schema + internal links), fix 4xx/5xx, redirect chains, and hreflang if needed.
• For multi-location: use a store locator with crawlable location URLs, not a JS-only finder.

12) Spam fighting & compliance

• Report violators (keyword-stuffed names, fake addresses) via GBP “Suggest an edit” or Business Redressal. Don’t do it yourself — suspensions hurt.
• Keep your own data pristine; mismatched hours or addresses tank trust and CTR.

13) Track, measure, iterate

Core KPIs

• Map pack rankings at target grid points
• Organic rankings + impressions/clicks (GSC)
• GBP: calls, direction requests, website clicks, Post views
• Conversions: calls, form fills, bookings (track with GA4 + server-side or tag manager)
• Review count, rating, response time

Set up now

• GA4 events for calls (click on tel:), form submits, appointment clicks.
• Separate GA4/CRM source for GBP using UTMs.
• Call tracking with DNI on the site; keep consistent NAP in citations as noted.

14) Cadence (what to do each week/month/quarter)

Weekly

• Post on GBP, answer Q&A, add a photo, respond to every review.
• Check listings and GBP for edits/suggested changes.

Monthly

• Publish at least one new local content asset (case study/guide).
• Outreach for 1–3 local links/collabs.
• Update one service or location page with fresh proof (photos, projects, FAQs).

Quarterly

• Re-audit site speed/CWV; expand schema; prune underperforming city pages or make them better.
• Competitive gap check: categories, reviews, links.

15) Quick wins you can usually ship this week

• Add UTMs to GBP links; fix hours and categories.
• Rewrite location page hero copy to include service + city + proof.
• Ensure tel: links and a sticky “Call Now” on mobile.
• Embed a clean Google Map and parking/access info on each location page.
• Publish one GBP Post (offer or seasonal tip) and add 3 fresh photos.

16) Common pitfalls (avoid these)

• City-swap boilerplate pages with no unique value.
• Inconsistent NAP or changing phone numbers across the web.
• Keyword-stuffed GBP names (high suspension risk).
• Neglecting responses to reviews or Q&A.
• Tracking gaps (no UTMs/call events → can’t prove ROI).

Handy templates (grab & go)

Title tag pattern (service page):
{Primary Service} in {City} | {Brand} {Key Proof}
Example: Water Heater Repair in Boston | Acme Plumbing – 24/7, Licensed & Insured

Location page H1:
{Brand} – {Service Category} in {Neighborhood/City}

Internal link anchors (natural):
“our Boston drain cleaning”, “emergency plumber near Beacon Hill”