More than nine out of ten searches in Australia happen on Google. When someone searches for a plumber in Parramatta or a café in Fitzroy, Google shows a map with three businesses at the top, followed by the regular results. Local SEO is how you earn a place there. Use this checklist to cover the basics.
1. Claim and complete your Google Business Profile
Your Google Business Profile is the single most important local SEO asset. Make sure you have claimed and verified it, then fill in every field:
- The correct primary category, plus relevant secondary categories
- Business hours, including public holidays
- Your service areas if you visit customers
- A clear description of what you do and where
- Real photos of your team, premises and work
2. Keep your name, address and phone number consistent
Your business name, address and phone number (often called NAP) should be written exactly the same way on your website, Google Business Profile, Facebook page and directory listings. Inconsistent details make it harder for Google to trust your information.
3. Build a steady stream of reviews
Google says local rankings depend on relevance, distance and prominence. Reviews are a big part of prominence. Ask every happy customer for a review, make it easy with a direct review link, and reply to every review, good or bad. A steady flow of recent reviews is worth more than a burst of old ones.
4. Create pages for the services and areas you cover
If you serve several suburbs or cities, a page for each location can help, but only if each page has genuinely useful local content: projects in that area, local details and the services you offer there. Thin pages that only swap the suburb name do not help and can hurt.
5. Make your website fast and mobile-friendly
Most local searches happen on phones. Your website should load quickly on mobile, show your phone number and address clearly, and make it easy to call, get directions or send an enquiry.
6. Add local business schema
Structured data (schema markup) tells Google your business type, address, opening hours and service areas in a format it understands. It is a small technical step that supports everything else.
7. Post updates and answer questions
Google Business Profile lets you publish posts about offers, events and news, and customers can ask questions. Regular activity shows that your business is active and helps customers choose you.
8. Track what matters
Use Google Business Profile insights, Google Search Console and Google Analytics to track calls, direction requests, website visits and enquiries. Review them monthly and focus on what brings real customers.
Your local SEO checklist
- Google Business Profile claimed, verified and complete
- Same name, address and phone number everywhere
- A simple process to ask for reviews, and replies to every review
- Useful pages for each service and area you cover
- A fast, mobile-friendly website with clear contact options
- Local business schema on your website
- Regular Google Business Profile posts
- Monthly tracking of calls and enquiries
