Local SEO can feel like a black box. It isn't. Most of it is a list of fundamentals done well and kept up to date. Work through this checklist in order; each section builds on the one before.
1. Google Business Profile
- Profile claimed and verified
- Real business name, with no added keywords
- Most specific primary category, plus relevant secondary categories
- Accurate hours, including holiday hours
- Services or menu filled in
- Real photos: exterior, interior, team, work
- Service areas set (and address hidden) if you travel to customers
Our Google Business Profile checklist goes deeper.
2. Website basics
- Loads quickly on a phone (test it with Google's free PageSpeed Insights)
- HTTPS, with no “Not secure” warning
- Tap-to-call phone number and a clear contact or quote form
- Your name, address (or service area) and phone match your Google profile
- One page per main service, written for customers, not stuffed with keywords
- A unique title tag and meta description on every page
- An About page with real names and photos
3. Technical setup
- Google Search Console set up, with an XML sitemap submitted
- Analytics installed so you can see visits and contacts
- LocalBusiness structured data (schema) describing your business accurately
- No broken links or pages accidentally blocked from search
4. Citations and consistency
- Bing Places for Business
- Apple Business Connect (Apple Maps)
- Yelp, Facebook, and any directories specific to your industry
- Your local chamber of commerce, if you're a member
The goal isn't hundreds of listings; it's the important ones, all saying exactly the same thing.
5. Reviews
- A direct review link saved and shared after every job or visit
- Every review answered
- No incentives, no gating, no fake reviews
6. Content that earns trust
- Answers to the questions customers ask on every call (a FAQ section works well)
- Real project photos or case examples, with the customer's permission
- Seasonal updates relevant to central Iowa: winter prep, spring cleanup, back-to-school, fair season
7. Measure and repeat
Once a month, check Search Console (what searches you appear for, what gets clicked), your Google Business Profile performance, and how many calls and forms came in. Fix what's broken, add what's missing, and keep going. Local SEO compounds over time.