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Local SEO checklist & free local SEO audit

Work through the 28 checks that decide whether you show up in Google Maps and “near me” searches. Tick what you have done to get a local SEO score and a list of what to fix next. Your ticks are saved in this browser only.

1. Google Business Profile

  • Unverified profiles rarely show in the map pack, and anyone could suggest edits.
  • The primary category is one of the strongest map ranking signals. Match what customers search, e.g. "Dentist", not "Health".
  • Covers your other services without diluting the main one.
  • Use your real business name, with no keywords stuffed in. That breaks Google's guidelines.
  • Wrong hours lose customers and trust. Update for public holidays and the December break.
  • Service-area businesses should hide the address and list the suburbs and towns they cover.
  • Helps Google match your profile to specific searches.
  • Profiles with genuine photos get more calls and direction requests than empty ones.
  • Shows the business is active and gives searchers a reason to choose you.
  • Answer the questions customers ask before someone else does.

2. Reviews

  • A steady flow of new reviews matters more than a big batch once a year.
  • Replies show you care, and calm replies to bad reviews win trust.
  • Recency counts. Old reviews alone look like a quiet business.
  • The easier it is, the more people leave a review.

3. Citations (NAP)

  • Inconsistent NAP data is one of the most common local SEO problems.
  • These feed maps, voice assistants and AI search beyond Google.
  • Relevant local directories confirm your details and send some traffic.
  • e.g. medical, legal, trade or tourism directories relevant to you.
  • Old addresses and phone numbers split your signals. Close or correct them.

4. Your website

  • Usually in the footer and header. Make the phone number tappable on mobile.
  • One page per service/area, written for that area, not copies with the town swapped.
  • e.g. "Emergency Plumber Centurion | Business Name".
  • Use our schema generator to create it.
  • Helps visitors and confirms your location.
  • Most "near me" searches happen on mobile data. Check with our SEO checker.

5. Tracking

  • Shows the local searches you appear for and any indexing problems.
  • e.g. ?utm_source=google&utm_medium=organic&utm_campaign=gbp so you can see map traffic in Analytics.
  • Business Profile performance shows calls and direction requests. Track them to see what works.

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    FAQ

    Questions about the Local SEO Checklist

    A local SEO checklist lists everything that helps a business appear in Google Maps, the local map pack and “near me” searches: a complete Google Business Profile, reviews, consistent name, address and phone number (NAP) across directories, local pages on your website, local schema and tracking. This one is written for South African businesses.

    Yes. Go through this checklist honestly and you have a basic local SEO audit. Run your website through our free SEO checker as well, and compare your Google Business Profile with the top three businesses in the map pack for your main search. If you want it done for you, ask for a free SEO audit.

    Citations are mentions of your business name, address and phone number on other websites, such as Google, Bing Places, Apple Business Connect, Facebook and South African directories like Brabys and Cylex. They need to match your Google Business Profile exactly. Mismatched details confuse Google and can hold back your map ranking.

    Start with the items that move the needle most: a fully completed Google Business Profile with the right primary category, a steady flow of genuine reviews you reply to, consistent NAP citations, and a page on your website for each service and area you cover. Then add local content and links from local organisations. Read our local SEO guide for the detail.

    Fixing your profile and citations can lift map visibility within weeks. Competitive searches in Johannesburg, Pretoria, Cape Town or Durban usually take 3 to 6 months of consistent reviews, content and links.

    Yes. Our local SEO campaign and local SEO services cover Google Business Profile management, citations, reviews strategy and location pages for businesses across South Africa.
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