Local SEO: a checklist for small businesses
By Rafi - 3 min read - 1 October 2026
Short answer
Start with three things: verify your Google Business Profile and fill it in completely, make sure your name, address and phone number are the same everywhere, and ask your customers for reviews. That gives the most effect for the least work. The rest of the list builds on it.
Local SEO is about showing up when someone nearby searches for what you sell. Most of the list needs no technical knowledge. Work through the points in order. The most important come first.
Google Business Profile
The profile is the foundation. Without a complete profile, nothing else on the list helps.
- Verify the profile
- Choose the right primary category and a couple of additional categories
- Fill in opening hours, including for public holidays
- Add services, a description and at least ten photos of your own
The same details everywhere
Google trusts details more when they match in several places.
- Write your business name, address and phone number in exactly the same way on your website and in the profile
- Correct your details on hitta.se, Eniro and any other directories you are listed in
Reviews
More and fresher reviews than your competitors is what most often decides it.
- Ask every customer for a review, with a direct link or a QR code
- Reply to every review, including the negative ones
Your website
Your website tells Google what you do and where.
- Put your service and town in the page heading and title, for example "Car repair in Uppsala"
- Check that the site loads quickly and works on mobile
Keep it alive
Google prefers to show businesses that seem active. Add a new photo or a post to the profile now and then, update your opening hours ahead of public holidays and go through the list once a quarter.
Frequently asked questions
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