An On-Page Local SEO Checklist 🗺️

Local SEO is a completely different animal to regular SEO. While Google Business Profile optimization is crucial, the on-page elements of your client’s website play an equally important role in local search success. 

Today, I’m sharing a deepdive into SEOHive’s Local SEO On-Page checklist that we use for our local clients. (We also have a Visual GBP Checklist too, that I might share in a later SEO Weekly 🤔). 

1️⃣ Technical Elements 

Before diving into content-specific optimizations, make sure these technical elements are in place:

1. HTTPS by Default: Security is non-negotiable for local businesses – ensure the site automatically redirects to HTTPS.
2. Responsivity: Whilst it may seem like old hat now, you’d be amazed how many old and “non-responsive” sites are still out there. And with most local searches happening on mobile, having a responsive website is essential.
3. Page Load Speed: The GBP Landing Page (and all location pages) should load quickly. This MUST be under 3 seconds (no questions asked) – if it can be under 2, even better. 
4. XML Sitemap: Make sure it exists and is properly submitted to Google Search Console to help search engines discover and index all location-specific pages.

2️⃣ NAP Consistency

NAP (Name, Address, Phone) consistency is critical for success in local search:

1. HTML NAP Matching GBP: Ensure the NAP on your website exactly matches what’s in the Google Business Profile – even down to abbreviations and formatting.
2. NAP in Schema/JSON-LD: Implement local business schema markup on the GBP Landing Page. This structured data helps search engines understand your business information.
3. Opening Hours on Website: Display business hours prominently and ensure they match what’s listed on GBP. This could be somewhere global (like the header / footer) or on each GBP Landing Page if there is more than 1 location.

3️⃣ Content Optimization for Local Relevance 

Content is where you can really differentiate your client’s local presence:

1. Keywords in GBP Landing Page Headings: Include location and service keywords in H1, H2, and other heading tags.
2. Keywords in Meta Title and Description: Optimize the meta title and description with location-specific terms to improve click-through rates.
3. Volume of Content on GBP Landing Page: Aim for at least 500–750 words of unique, valuable content on the main GBP location page.
4. Location-Specific Entities: Reference local landmarks, neighborhoods, events, or institutions that are relevant to the business area.
5. Service and Location Page Strategy:
   1. Create robust, unique location pages that highlight all services available in that area (including internal links to them).
   2. Develop comprehensive service pages that detail each offering, referencing the locations served where relevant.
   3. Use internal linking between service and location pages to reinforce relevance – without creating thin or duplicate “[service] in [location]” pages.
6. Quality Content on Service Pages: Each service page should have comprehensive, unique content (minimum 750 words) that addresses customer needs and demonstrates expertise.

4️⃣ Image Optimization for Local Search 

Images offer additional opportunities for local keyword optimization:

1. Keywords in Image Filenames: Before uploading, rename image files to include relevant local keywords (e.g., “plumber-downtown-seattle.jpg”).
2. Keywords in Image ALT Attributes: Add descriptive, keyword-rich alt text to all images on the GBP Landing Page.
3. Geo-tagged Images: When possible, include locally-taken, geo-tagged images on location pages.

5️⃣ Internal Linking Strategy 

Strategic internal linking helps distribute page authority and reinforces local relevance:

1. Internal Links TO the GBP Landing Page: Link to the location page from other relevant pages or posts or other CPTs (like Case Studies) on the site, using location-specific anchor text.
2. Internal Links FROM the GBP Landing Page: Link from the location page to relevant service pages, blog posts, and contact information.
3. Location Page Hierarchy: For multi-location businesses, create a clear structure where the main location page links to individual location pages, forming a logical parent-child relationship that helps search engines understand geographic connections.

6️⃣ Authority Building 

While not strictly “on-page,” these elements directly impact the authority of your client’s local pages:

1. Quality Inbound Links to Domain: Focus on earning links from local news sites, business directories, and community organizations. You might also have to disavow some links from toxic or non-relevant sources. 
2. Local Content Hub: Create location-specific resources, guides, or news that can attract links and demonstrate local expertise.

✅ Implementation Checklist 

Here’s a quick implementation checklist you can use for your client projects:

1. Technical Setup: Ensure HTTPS, mobile responsiveness, fast load times (<3s), and XML sitemap.
2. NAP Consistency: Match website NAP with GBP, implement schema markup, display consistent hours.
3. Content Optimization: Add location keywords in headings/meta, create quality content for location and service pages, reference local entities.
4. Image Optimization: Use location-specific filenames and ALT text, and include geo-tagged images.
5. Internal Linking: Create strategic links between location and service pages, establish clear hierarchy.
6. Authority Building: Earn quality local links, audit/disavow toxic backlinks, develop local content resources.
7. Monitor & Refine: Track rankings, analyze engagement, make ongoing improvements.

And that’s it… 

Remember that local SEO is an ongoing process, not a one-time task. The most successful local SEO campaigns combine these on-page optimizations with active GBP management, review generation and citation building.

What local SEO elements have you found most impactful for your agency clients? Do any of you do Local SEO for yourselves? Share your experiences in the comments 👇