Showing up on Google as a local business isn't magic — it's a collection of specific things done well. The challenge is knowing what those things are and which ones actually matter.
This checklist covers everything a small business needs to show up in local search results, written in plain English with no fluff. Work through it section by section and tick off what you've already done — then focus your energy on the gaps.
If you want to understand the thinking behind any of these steps, our guide on how to get on the first page of Google goes into more detail.
Google Business Profile
- ✓Claimed your Google Business Profile at business.google.comIf Google created a listing automatically, you still need to claim it to manage it.
- ✓Set the correct primary business categoryBe as specific as possible — "emergency plumber" beats just "plumber."
- ✓Added relevant secondary categories for all your services
- ✓Written a complete, keyword-rich business descriptionUse natural language that describes what you do and who you serve.
- ✓Added accurate opening hours (including holidays)
- ✓Uploaded at least 10 high-quality photos of your business, products, or work
- ✓Listed all your services with descriptions and prices where possible
- ✓Added your website URL and phone number
- ✓Posted at least one update in the last 30 daysRegular posts signal to Google that your business is active.
- ✓Set up a booking link or "message" option if relevant to your business
Your Website
- ✓Your site is indexed by GoogleCheck by typing "site:yourdomain.com" into Google. If nothing shows, you have a problem.
- ✓Your business name, address, and phone number appear on every pageUsually in the footer — make sure it's text, not just an image.
- ✓Each service you offer has its own dedicated pageDon't cram all your services onto one page — Google ranks individual pages.
- ✓Your homepage clearly states what you do and where you're located
- ✓Your site loads in under 3 seconds on mobileTest with Google's free PageSpeed Insights: pagespeed.web.dev
- ✓Your site is easy to use on a smartphoneBrowse your own site on your phone right now. Can you read it, navigate it, and call you easily?
- ✓Your phone number is clickable (tap-to-call) on mobile
- ✓You have an SSL certificate (your website URL starts with https://)
- ✓No broken links or pages that return errors
- ✓You have a Google Analytics or similar tool set up to track traffic
Keywords and Content
- ✓You know the main search phrases your customers use to find businesses like yours
- ✓Those phrases appear naturally in your page titles, headings, and body text
- ✓You mention your location (city, suburb) throughout your website — not just on the contact page
- ✓Each page has a unique, descriptive title tag (the text that appears in the browser tab)
- ✓Each page has a meta description — the short summary that appears in Google search results
- ✓You've written at least one piece of helpful content that answers a common customer questionA blog post, FAQ page, or how-it-works guide counts.
- ✓If you serve multiple suburbs or towns, you have a separate page for each location
- ✓Your images have descriptive alt text (this helps Google understand what the image shows)
Reviews and Reputation
- ✓You have at least 10 reviews on your Google Business Profile
- ✓Your average rating is 4.0 or above
- ✓You've received a review in the last 60 daysFresh reviews matter — an old batch of reviews counts for less over time.
- ✓You have a simple process for asking happy customers to leave a reviewA direct link to your Google review page makes it easy. Ask after a positive interaction.
- ✓You respond to all reviews — positive and negative
- ✓You're also collecting reviews on other platforms relevant to your industry (e.g. Yelp, Facebook, industry-specific sites)
Directory Listings and Citations
- ✓Your business is listed on the major Australian or local directoriesExamples: Yellow Pages, True Local, Yelp, Hotfrog, Foursquare.
- ✓Your business name, address, and phone number are identical across all listingsEven small differences like "St" vs "Street" can cause issues — consistency is key.
- ✓You're listed in any relevant industry association or trade directory
- ✓You're listed with your local Chamber of Commerce or business network
- ✓Your website is linked from at least a few of these directories
Competitor Awareness
- ✓You know which 2–3 businesses consistently outrank you on Google
- ✓You've looked at their Google Business Profiles to see what they're doing differently
- ✓You've checked their websites to see what pages and content they have that you don't
- ✓You know roughly how many reviews they have and what their rating is
- ✓You've identified at least one thing you could do to close the gapFor a deeper look at this, read our guide on how to outrank competitors on Google.
How to use this checklist
Don't try to do everything at once. That's a reliable way to make slow progress on everything without getting traction on anything.
Instead, work through the checklist in order. Start with your Google Business Profile — it's free, relatively quick, and often the fastest way to improve your local visibility. Then move to your website, then reviews, then citations.
The competitor section is worth doing after you've got your own fundamentals in order. There's no point worrying about what the competition is doing if your Google Business Profile is still incomplete.
If you find this checklist highlights a lot of gaps, a local SEO audit can help you understand exactly which ones matter most for your specific business, market, and competition.
What if you're ticking most of the boxes already?
That's a good sign — but ticking the boxes doesn't always mean you're doing them as well as you could be. There's a big difference between having a Google Business Profile and having a fully optimised one. Between having reviews and actively collecting fresh ones. Between having a website and having one that Google loves.
If you're already covering the basics but still not where you want to be in search results, the issue is usually one of depth or comparison — you're not doing it better than your competitors. That's where understanding exactly how you measure up can make a big difference.
Frequently asked questions
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