Local SEO doesn't have to be complicated. Done in the right order, it's a series of concrete steps that anyone can execute — and the results compound over time.

This guide walks you through exactly what to do to improve your local search visibility, from claiming your Google Business Profile to building content that earns rankings for years.

Already know the basics? Skip to the Local SEO Checklist for a printable version of everything below.

Step 1: Claim and Verify Your Google Business Profile

Everything in local SEO starts here. If you haven't claimed your GBP, do it now at business.google.com.

Verification typically happens via postcard (5-7 days), phone call, or video verification. Don't skip this — an unverified profile won't rank.

If your profile already exists and you didn't create it, someone may have suggested it or Google auto-generated it. Claim it, correct any wrong information, and verify.

Step 2: Optimize Every Field in Your GBP

Most businesses claim their profile and fill in the basics. That's not enough. Go through every field:

  • Business name — Use your exact legal/operating name. Don't keyword-stuff (Google will suspend you).
  • Primary category — The single most important ranking signal. Choose the category that best describes your core business. Not sure? Search competitors in your market and see what they use.
  • Secondary categories — Add all relevant additional categories.
  • Description — Write all 750 characters. Naturally mention your key services and service area cities.
  • Services — List every service with individual names and descriptions.
  • Service area — List every city/region you serve.
  • Attributes — Check every applicable attribute (payment methods, accessibility, ownership type, etc.).
  • Hours — Keep these accurate and update for holidays.
  • Website URL — Link to your homepage or a specific landing page.
  • Phone number — Must match your website and all citations exactly.

Step 3: Add Photos (At Least 20)

Profiles with photos get significantly more clicks and direction requests than those without. Add:

  • A professional logo
  • A compelling cover photo
  • Interior and exterior shots
  • Team photos
  • Photos of your work, products, or services in action
  • Location photos that signal your service area

Name your files with keywords before uploading (e.g., "poulsbo-landscaping-service.jpg" rather than "IMG_4823.jpg").

Step 4: Build Your Review Foundation

Reviews are the second most powerful local ranking signal. You need a system — not a one-time ask.

  1. Create a direct review link from your GBP (Settings → Share review form)
  2. Send that link to your 10 happiest current customers and ask for a review
  3. Set up an automated email or text to send the link after every completed job/service
  4. Respond to every review — positive and negative — within 24 hours

Target: at least 5 new reviews per month. Consistency matters more than a one-time burst.

Full guide: How to Get More Google Reviews

Step 5: Fix Your Citations

Citations are mentions of your business NAP (Name, Address, Phone) on other websites. Google uses them to verify your business is legitimate and located where you say it is.

Priority citations to build/fix:

  • Google Business Profile (done in Step 1)
  • Bing Places for Business
  • Apple Maps
  • Yelp
  • Facebook Business Page
  • BBB (Better Business Bureau)
  • Your local Chamber of Commerce
  • Industry-specific directories

Critical: Your NAP must be identical everywhere. "123 Main St" and "123 Main Street" are different to Google's crawlers. Pick a format and use it consistently on every platform and on your own website.

Step 6: Optimize Your Website for Local Search

Your website and your GBP work together. A strong website amplifies your GBP rankings. Key elements:

Title tags — Include your primary service + city. "Plumber in Silverdale, WA | [Business Name]" is better than just "[Business Name]".

LocalBusiness schema markup — Add structured data that tells Google your business name, address, phone, hours, and service area. This is code that goes in your site's header or on your contact page. Many website platforms have plugins for this.

Location mentions — Your content should naturally mention the cities and neighborhoods you serve. A paragraph that says "We serve homeowners throughout Kitsap County including Poulsbo, Bremerton, Silverdale, Port Orchard, Bainbridge Island, and Gig Harbor" is more useful than just saying "we serve the Pacific Northwest."

Contact page with embedded map — Embed your Google Map on your contact page. Make sure your address matches your GBP exactly.

Mobile optimization — Over 60% of local searches happen on mobile. If your site isn't fast and easy to use on a phone, you're losing customers before they even contact you.

Step 7: Create Local Content

Content builds topical authority over time. A business with 20 genuinely useful articles about their industry and local area is going to outrank a competitor with a 5-page website, all else being equal.

Content ideas for local businesses:

  • "Best [service] in [city]" comparison guides
  • Local how-to guides specific to your area's climate, regulations, or characteristics
  • FAQ pages answering common customer questions
  • Case studies featuring local client projects
  • Community involvement and local event coverage
  • "[Service] near me" targeting pages

You don't need to publish daily. Two high-quality posts per month beats eight thin ones.

Step 8: Post on Google Business Profile Weekly

GBP posts keep your profile active, which Google rewards. Post weekly with a mix of:

  • Tips and advice related to your industry
  • Recent project photos or before/afters
  • Seasonal promotions or offers
  • Community involvement or local events
  • Behind-the-scenes content

Each post can include a CTA button (call, book, learn more, get offer) — use them.

Step 9: Build Local Links

Links from other reputable local websites signal to Google that you're a trusted part of the community. Places to get local links:

  • Chamber of Commerce membership listing
  • Local business associations
  • Community sponsorships (sports teams, events, nonprofits)
  • Local news mentions (write a press release when you do something newsworthy)
  • Partner businesses (link exchanges with complementary, non-competing businesses)
  • Guest posts on local blogs

Step 10: Track and Measure

You can't improve what you don't measure. Set up:

  • Google Search Console — See what searches bring people to your site
  • GA4 — Track website traffic, sources, and conversions
  • GBP Insights — Monitor profile views, search queries, calls, and direction requests

Review your numbers monthly. What keywords are driving impressions? Which pages convert? Where are people dropping off? Use the data to prioritize your next moves.

Read more: Marketing Analytics for Small Business

The Local SEO Timeline

Be realistic about timeframes. Local SEO is not a "set it and forget it" or a "results tomorrow" tactic. Here's what to expect:

  • Week 1-2: GBP fully optimized, citations fixed, review system in place
  • Month 1: Profile getting more views, first ranking improvements for low-competition terms
  • Month 2-3: Reviews building, site getting indexed, organic traffic starting
  • Month 3-6: Map Pack appearances for target keywords, leads from organic search
  • Month 6-12: Established authority, ranking for competitive terms, compounding results

Need Help?

If you're a Kitsap County business and would rather have an expert handle this, that's what we do. Start with a free SEO audit — we'll show you exactly where you stand and what to fix first.

Or see our Local SEO service →

Buzz Cue is a marketing agency in Poulsbo, WA. We help small businesses across Kitsap County get found on Google and turn searchers into customers. Let's talk →