DIY Local SEO Checklist & User Guide (2026 Edition)
Your Step-by-Step Breakdown of Every Checklist Field
Introduction
This is the exact checklist/scorecard I use for my Local Marketing audits for clients and prospects. It’s up to date with important insights that can really drive rankings. In fact, this method helped me uncover some small competitive changes that helped a pool company in the competitive DFW market get into the top 3 local search results (from prior third-page results) in less than a month.
It works because it plots the most important aspects of local SEO for my clients and their top-3 competitors in one simple view. A simple gap analysis provides surprisingly effective insights. It’s also been extremely useful for conducting Local SEO audits for potential clients. When you can show them exactly where the gaps are and how to exploit those gaps, the decision becomes easy!
How To Use This Guide
The 2026 Scrappy DIY Local SEO Checklist is designed to be used by local business owners to get a snapshot of key local SEO ranking details versus their competitors, with the goal of getting into the top-3 results on local searches (AKA, “The Map Pack”).
In order to make the process as straightforward as possible, and also to make sure you understand “the why” of each line item, we have created a simple 3-part overview that covers “What it is” “Why it matters” and “Where to find it (free)” below.
Use this companion alongside the checklist to help guide you. For each item, find the info box for the section and line item below, click on it to expand, and you’ll see the details.
Then, at the end of the companion guide, you’ll see some tips about how to interpret the data and next logical action steps.
Questions? Wondering where to start? We’re here to help. Let’s talk.
Part 1: Setup Fields
Business Name
What it means: The exact business name you’re auditing (your real-world business name, not keyword-stuffed).
Why it matters: This is your baseline for reviews, categories, citations, and website checks. Consistency across all your profiles starts here.
Where to find it (free): Use the name on your Google Business Profile and your storefront signage, then verify it matches your website header and contact page. Don’t overthink it, just grab the name that’s publicly visible.
Keyword
What it means: The core local search term you want to own, usually aligned to your GBP primary category. Examples: “Plumber,” “Personal Injury Attorney,” or “Dental Implants.”
Why it matters: This keyword defines your competitor set and ties directly to category relevance in Google. It keeps your audit focused and measurable. It’s also a safeguard against auditing (and therefore optimizing) against a low-traffic keyword.
Where to find it (free): Start with your GBP primary category and sanity-check it by searching Google for “service + city” in an incognito window. Look at what wording shows up most in the map pack. That’s your keyword.
Competitors
What it means: The three businesses that show up above you in the local results for that keyword, usually the map pack.
Why it matters: These are your real-world benchmarks, not the company you “feel” competes with you. They’re winning because they’re doing something right. Even if their product or service is inferior or misaligned, they’re STILL getting the traffic that you want.
Where to find it (free): In an incognito window (or logged out), search Google for “keyword + city” and write down the top 3 map listings that appear. That’s it.
Name
What it means: The exact listing name shown publicly for each business (yours plus three top competitors).
Why it matters: You’ll use this when cross-checking citations and spotting sketchy naming tactics competitors might be using.
Where to find it (free): Copy it directly from each Google Business Profile listing in Google Search or Google Maps.
Part 2: Google Business Profile Fields
Total Reviews
What it means: The total count of Google reviews showing on the profile right now.
Why it matters: Review quantity is a major credibility signal and usually correlates with stronger conversion rates from the map pack. It’s not everything, but it matters.
Where to find it (free): Search the business name in Google and look at the GBP review count next to the star rating. Or open Google Maps, find the listing, and click “Reviews.”
Reviews (Last 30 days)
What it means: How many new reviews were posted in the last 30 days.
Why it matters: Recency is a momentum signal. Steady review velocity often beats one big burst from last year. Google likes to see recent activity.
Where to find it (free): Open the GBP reviews list, sort by newest, then count reviews with dates inside the last 30 days. Quick math, no tools needed.
Reviews (Last 60 days)
What it means: New reviews posted in the last 60 days.
Why it matters: This smooths out short-term spikes and shows whether the business is consistently generating feedback.
Where to find it (free): Same method as 30 days, just extend your date window.
Reviews (Last 90 Days)
What it means: New reviews posted in the last 90 days.
Why it matters: This is your simple “quarterly pulse” on reputation growth and customer activity.
Where to find it (free): Same method again, extending to 90 days.
Review Response Rate
What it means: The percent of reviews that have an owner response. Best practice is to respond to all reviews, good or bad, within 48 hours.
Why it matters: Responding is a trust signal for customers and search engines, plus it’s a competitive differentiator in a lot of local niches. It shows you’re paying attention and actively managing your business.
Where to find it (free): In the reviews list, count total reviews and count how many have an “Owner responded” label. Then calculate: responses ÷ total reviews = response rate. Grab a calculator if you need to.
Main Business Category
What it means: The primary GBP category, which describes the main product or service the business provides. Examples: Plumber, Landscape Architect, Pool Contractor.
Why it matters: The primary category is one of the strongest relevance signals in GBP. It influences which searches you can appear for. Most importantly, if the top 3 competitors have a different category than you do, that’s a mismatch and potentially big issue (with a simple solution).
Where to find it (free): In GBP, go to Edit profile and look at the Business category dropdown. That’s your main category. For your competitors, it should be listed in the GBP. Se example below for “Plumber”
Secondary Categories
What it means: Additional GBP categories that describe related services, up to multiple options depending on what Google allows.
Why it matters: Secondary categories expand the set of searches you’re relevant for without changing your core positioning.
Where to find it (free): In GBP, go to Edit profile. Under the Business category section, you’ll see an option to add additional categories. For your competitors, the simplest method is to use a chrome extension such as GMB Everywhere.
Keyword-Optimized Description
What it means: Whether the GBP business description includes the main service and location language naturally, without sounding like spam. It should read like something a human wrote for customers, not a robot wrote for Google.
Why it matters: A clear description helps customers instantly “get it,” and it supports relevance and conversion even when rankings don’t change.
Where to find it (free): In GBP, open “Edit profile” and review the “Business description” field. Look for service keywords, city or service area mentions, and clarity.
Service Listings With Descriptions
What it means: Whether the GBP “Services” section is filled out and each service has real detail, not just a bare list.
Why it matters: Services help you match more specific searches and give prospects more reasons to click or call.
Where to find it (free): In GBP, look for “Edit services” (or “Services” depending on your account). Confirm services exist and include descriptions where possible. For competitors, you’ll have to locate their GBP using a mobile device in order to see the services listings.
Part 3: Citation Profile Fields
Total Citations
What it means: How many directory listings and online mentions your business has across key platforms (Yelp, Apple Maps, Yellow Pages, industry directories, etc.).
Why it matters: A solid citation footprint supports legitimacy and makes it easier for Google and customers to trust the business is real.
Where to find it (free): BrightLocal’s Citation Tracker can scan and report citations, and it’s available as a “try for free” option. You can also manually search major directories, but that takes forever.
NAP Errors
What it means: The number of listings with incorrect NAP. NAP = Name, Address, Phone Number. A mismatch is when one directory has your phone number wrong or an old address.
Why it matters: NAP inconsistency can split trust, create duplicate listings, and confuse both Google and customers trying to contact you. Fix these first.
Where to find it (free): Use a citation scan tool like BrightLocal’s Citation Tracker to flag mismatches, then manually verify the worst offenders in a browser.
NAP Error Rate
What it means: Errors ÷ total citations, expressed as a percentage.
Why it matters: This turns a messy citation situation into a trackable KPI you can improve month over month.
Where to find it (free): Once you have total citations and NAP errors, calculate it in a spreadsheet. (Or just do the math on a napkin.)
Top-5 Citations Complete
What it means: Of the most important directory platforms for your business, how many have fully filled-out listings. “Complete” means correct NAP plus key fields like website, categories, hours, and description.
Why it matters: Your “big” listings tend to rank and get seen more, so completeness here punches above its weight.
Where to find it (free): Regardless of your business type, you’ll want to be listed (consistently) in Google, Apple Maps, Bing Places, Yelp, and Facebook. Manually check each listing for accurate NAP, URL, hours, and categories, and keep them updated.
Part 4: Website Optimization Fields
Individual Service Pages
What it means: Each core service has its own dedicated page, not just one giant “Services” page.
Why it matters: Separate pages let you match more specific searches and build stronger relevance around each service.
Where to find it (free): Use your site navigation plus a quick Google search: site:yourdomain.com service-name. If a dedicated page shows up, you’ve got it. If not, it’s on your to-do list.
Individual Location Pages
What it means: Each city or location you serve has a dedicated page when it’s legitimate and not thin or duplicated content.
Why it matters: Location pages can help you show up in more “service + city” searches and improve conversion by speaking to local proof.
Where to find it (free): Check your site structure for /locations/ or /service-area/ pages, and confirm each page has unique content and clear contact details.
EEAT Content Quality
What it means: A quick rating of Experience, Expertise, Authoritativeness, and Trust based on what’s on the site. Low = sketchy vibes. Medium = professional enough. High = impressive credentials and proof.
Why it matters: Strong EEAT reduces “sketchy vibes,” increases conversions, and supports long-term SEO resilience.
Where to find it (free): Manually review pages for real-world proof: author or company credentials, case studies, testimonials, clear contact info, and transparent policies. Trust your gut.
Regular Content Publishing
What it means: Whether the business publishes helpful content consistently: blogs, guides, FAQs, project write-ups, anything that helps prospects learn.
Why it matters: Consistent publishing builds topical authority, earns links naturally over time, and creates more entry points for local search traffic.
Where to find it (free): Check the blog or resources section and confirm recent posts exist. If the last post is from 2021, mark this as a strong “No.”
Next Steps: Interpretation and Action Items
Now that you’ve completed the checklist, it’s time to dig in and get Scrappy. Remember, the whole goal of this exercise is to land your business in the top 3 local search results. Why? Because if you do, on average, you’ll more than double your free traffic from local searches!
Step 1: Gap Analysis
The checklist was designed to plot, in a visually accessible way, the gaps between you and your competitors where it really counts. We’ve removed the noise from typical SEO reports so you can focus on actions that move the needle. After all, that’s what Scrappy Marketing is all about.
For each line item, you’re comparing yourself to the top 3 competitors who are winning local search. If you want to get into the top 3, simply put, you’re going to have to identify their weaknesses and exploit them by building your own strength in that area.
Real-world scenario: You’re a plumber and all of your competitors have more reviews than you.
There are two actions to take:
First, you can (and should) put focus on getting more REAL reviews from customers. If you can encourage them to add pictures and details of what product or service they received and their location (city, suburb, etc), that would be ideal.
Second, if the review gap is massive, meaning they have dozens or hundreds more reviews than you do, then you’ll need to outfox them in other line items while you actively gain more reviews. Perhaps none of the competitors have filled out their service listings and descriptions. Perfect opportunity to steal ranking from service-specific searches such as “toilet repair near me.” By filling out a service called “toilet repair” and adding a description, you’ve just grabbed some free traffic and helped your overall ranking as well!
Step 2: Action Plan
For each gap you’ve identified, plan activities that will move the needle and prioritize accordingly. Some actions may be a light lift, such as editing your GBP secondary categories to match your competitors. Should take less than five minutes… that’s a quick win!
Another gap that can often be exploited is adding service and location pages to your website. ESPECIALLY if some of your top-3 competitors don’t have them. Creating unique, keyword-rich content for multiple pages is a big lift. But let me tell you, it WILL have you outranking the big guys on local search grids (assuming they don’t also have them).
Since these new pages are a big job compared to the categories, do the categories first and then focus on the new pages.
Make a list of all the opportunities you can expoit, and all the gaps you need to fill. Make a plan and get them done. Incremental changes are just fine, and sometimes preferable. Remember, we’re playing the long game. However, if you follow all of these steps, it’s very likely you’ll find yourself in the 3-pack within months.
Step 3: Repeat
With digital marketing in general, and local SEO in particular, nothing stays the same for long. Algorithms get updated, competitors hire professional local marketing services, and businesses like yours decide to put focus on local search rankings.
For experts in local SEO it’s a constant grind for our clients: Keep up with shifts in algorithms and customer habits, monitor and optimize for those changes, keep an eye on competitors, and always have a plan to outsmart the competition.
For DIYers like yourself, that grind would stop you from doing what you went into business for in the first place: Providing the products and services you’re passionate about. We get it. So, we recommend repeating this process at least every six months. Quarterly would be preferable. Also, come back here and download the latest DIY Local Marketing Checklist to ensure you’re working with the latest information available.
Need Help? Call the Experts
While we’ve tried to make this guide as simple and straightforward as possible, well, it does get complicated. If you need help straightening out what it all means, or if you’re having trouble finding the time for all this, consider our Local Marketing and SEO Service.
Here at Scrappy Marketing, we separate the signal from the noise, focus on quick wins, and get results that move the needle for your business. Don’t hesitate to give us a call and we can discuss your checklist results or situation.
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