Local SEO Basics

1. NAP consistency

NAP = Name, Address, Phone. Google cross-references your info across the web. Mismatches confuse the algorithm and hurt rankings.

• Audit your listingsCheck Google, Yelp, Facebook, BBB, Apple Maps, and industry directories. Fix any drift.
• Use one canonical formatPick how you write your phone and address, then stick to it on every platform.
• Update everywhere at onceWhen you move or change phone, update GBP, website, and top citations the same week.

2. Google Business Profile

For most local businesses, GBP drives more calls than organic website traffic. Treat it as important as your homepage.

• Claimed and verifiedFollow our GBP Playbook →
• Primary category is accurateOne main category that matches what you actually do.
• 10+ real photosExterior, team, work samples. Updated monthly.
• Review link on your websiteDirect g.page/r/…/review URL in your footer and CTAs.
• Weekly postsOffers, project highlights, seasonal tips.

3. Website on-page basics

Your site should confirm everything Google already knows — not contradict it.

• Title tag includes city + servicee.g. "Emergency Plumber in Denver | Joe's Plumbing"
• One H1 with your main offerClear headline: what you do + who you serve.
• NAP visible on every pageFooter is fine. Must match GBP exactly.
• Click-to-call on mobiletel: link on your phone number — one tap to call.
• Fast load timeUnder 3 seconds on mobile. Heavy WordPress themes hurt here.
• HTTPS (SSL)Secure padlock in the browser. Required for trust and ranking.

4. Citations (directory listings)

Citations are mentions of your business on other sites. Quality and consistency matter more than quantity.

Claim the big ones first. Don't pay for "500 directory submissions" services — most are low-quality spam directories.

How it all connects

What to skip (for now)

• Blog posts nobody readsOne great landing page beats 50 thin blog posts for a plumber.
• Keyword stuffing"Best plumber Denver cheap emergency plumber Denver" in your business name.
• Buying backlinksCan trigger penalties. Earn links through real work and local press.