Self-Guided Local SEO Series: Part 1 – Getting Started

If you are a brand-new start-up business owner with big dreams, a lot of hustle, a great work ethic, and little or no marketing budget, then this self-guided local SEO series article for you!

In our years of Local SEO experience, we’ve worked with everything from a 1-person start-up to Fortune 500 businesses, and there is one question they have all had to tackle right up front: “How am I Going To Do This?”

At some point in time, just about every major brand was just a hope and a dream with nothing but a great work ethic to get the ball rolling and if you have big goals and a lot of drive, then we’re going to do our best to provide you with the right plan that you can implement yourself, WITHOUT investing years to become a marketing genius, and feel confident that each digital move you make will bring you the highest ROI with the least amount of effort and investment on your part. 

After all, you’re not starting a new business because you want to be a marketing expert (I hope I’m not building my future competition!). You’re starting a business because you feel deep in your bones that the ideas you have will let you do it bigger, better, and more efficiently than anyone else.

The changes you want to make excite you and keep you up at night, and now you’ve taken that jump!

So, how do we make this a reality?

Let’s talk about where your priorities should be. In this Local SEO DIY Series, we’re going to boil down our combined 40 years of experience and 100s of client successes and give you an easy-to-follow list of priorities with a focus on action items that will give you the biggest bang for your buck!

Take a ride with us through this series, give us 60 minutes of your time each week to do a simple task and in 12 weeks we’ll have built a digital foundation that sets you up for major success, positions you to control a major chunk of your market and delivers customers and clients to you that have money to spend now and need your help!

Priorities For A Local Business

The list below will show you what we’re going to talk about over the next 10 weeks, explain why we prioritize these actions, explain how they help you grow or hold you back if you fail to use them, and cut out as much fluff as possible.

• Google Business Profile
• Reviews
• Website
• Foundational Elements
• Google Analytics
• Advertising Pixels
• Social Media Posts
• Content: The Written Word
• Content: Images & Video
• Wrap-Up & Lead Generation

Now, let’s jump into week number one, your Google Business Profile.

Mastering Your Google Business Profile

Your Google Business Profile Is Your Future Gold Mine! Why start here and not with a website?  

Good question.

First of all, this is a free tool provided to every business owner on the planet, so you don’t have to incur the costs of building a website, getting images, buying hosting, etc..  This is a good $5,000 you can keep in your pocket right now.

And, believe it or not, to get a good website, optimized correctly for your business and market, yes, you’ll be paying the industry average of $5,000.

What Does A Google Business Profile Do For You?

Let me explain why your Google Business Profile (GBP) is potentially more valuable than your website or any other digital asset you might use, and to do that, let me share a few stats:

• 8.5 Billion Searches Take Place on Google Every Day (Market.us Scoop)
• Google processes around 99,000 searches per second (Search Engine Land).
• Google handles over 5 trillion searches worldwide (Search Engine Land).

There is a HUGE amount of business taking place online, and if you’re not taking advantage of it, you’ll soon be out of business.  

8.5 billion searches every day is a big number, but not the one that holds the most meaning for you.

That number is this:

46% of the Searches on Google Have Local Intent (Soci)

In fact, they represent billions of high-value searches for local businesses and services.

When people perform local intent searches, there’s typically a much higher intent to purchase, and therefore, a higher conversion rate.

Did you see that number? 46% of all searches on Google have local intent. 

Higher intent to purchase = Higher conversion rate 

According to the math, that means that every single day, there are 3,910,000,000 searches of people looking for a local company to provide them with goods or services, and they have money to spend!

And the first thing these people see when they jump on Google and look for “Dentist near me” or “Law Firm Las Vegas,” or Hair Salon Atlanta” is the Google Maps Pack.  

See below:

The Maps Pack (3-pack) ranking algorithm considers over 200 factors, but the primary signals include:

• Proximity: Google measures distance using both GPS coordinates and address data
• Relevance: Keyword matching in business name, categories, and description using semantic analysis
• Prominence: Based on link authority, citation consistency, and review velocity patterns
• User Behavior Signals: CTR from Maps Pack, website engagement time, and call-through rates

How does a Google Business Profile help me?

I’m glad you asked! It matters because the 3 law firms you see listed above are going to scoop up 60-70% of all the new clients that are looking for a law firm to bail them out after they get in trouble for having a little too much fun in Vegas this next weekend. 60 – 70%!

That means the 3 companies listed in the Maps Pack (or 3 Pack) will split the majority of new business among themselves.

In essence, by earning this spot, they have severely limited their competition! In this case, they have cut their competition from approximately 200 law firms listed in Las Vegas to 3. 

Now, that is a great way to grow your market share and profits. It’s like having the Google Mob working for you, but we all know there isn’t a mob in Vegas, right? If you want to learn more about how to do this, then take a look at our Triple Double Strategy.

Oh, and the other reason why a GBP matters? You can only show up in the Maps Pack (this goldmine for local businesses) through your Google Business Profile. There is no other way to do it.

The Maps Pack only lists Google Business Profiles, and if you don’t have one, you don’t show up.  Or you have one that is poorly optimized, you don’t show up. Or if you have a decent GBP but never update it, then you won’t show up right here in the prime real estate online, and you’ll miss out on all that new business.

How To Use A Google Business Profile To Your Advantage

Follow the Google Business Profile setup wizard, and in 10 minutes, you have your basic listing ready to go. Keep in mind that I just said “BASIC,” and I mean basic. For you to succeed, you’ll need to add more information to your listing.  But the basics Google asks for will at least get you live online.  That’s a start.

Phase 1: Initial Setup (10 Minutes)

1. Go to business.google.com
2. Click “Manage now”
3. Enter your exact legal business name (must match your official registration)
4. Select your business category from the dropdown
5. Add your complete address (include suite/unit numbers)
6. Place the map pin exactly on your building entrance
7. Enter your primary phone number (local number preferred)
8. Add your website URL
9. Click “Finish” to submit for verification

Phase 2: Verification (1-14 Days)

1. Choose verification method (postcard, phone, or email)
2. For postcard: Wait 5-7 business days for delivery
3. Enter the 5-digit code from your postcard
4. Your profile is now live and editable

Now take another 30 minutes to go back through your GBP listing and fill in as much information as you can. 

Focus on these areas:

Business Name

• Use your already-established legal business name. If you haven’t yet established your legal name and you’re still tossing around ideas, then see if you can put together a name that includes your main service and city name – “Name + Service + City”  or “Johnson Dentist of Miami.”  
• Following this Name + Service + City formula will give you a huge jump over the competition.
  • The reason this can be so beneficial is that you’re utilizing the main keyword phrase people search, and the location people are searching in, as one of the main indicators Google looks at to rank businesses in the Maps Pack.  
  • Your business name on GBP needs to be your actual name, so if you have a name filed with the city or state, then don’t try to cheat the system and add this extra information. That is expressly against Google’s guidelines, and when they catch you, it’ll hurt your business.

Wrong Examples:

• “Best Miami Dentist” (keyword stuffing)
• “Dr. Smith DDS – Top Dentist – Miami” (promotional language
• “Johnson Family Dental – Best Prices” (marketing claims)

Correct Examples:

• “Johnson Family Dental” (if that’s your legal name)
• “Miami Smile Center” (if legally registered)
• “Dr. Smith Dental Practice” (matched business registration)

Business Category

• Pick the category that most represents the services or products you offer.  
• You can also add up to 9 more categories! I see this overlooked so often, and it hides you from the market. Use as many of the 9 extra categories as you can.  
• Check for incorrect spelling, too. I’ve found some hidden gems that none of our competitors are using because someone at Google spelled them wrong.

Google uses your primary category as a key ranking signal through its entity classification system. The primary category determines which searches you’re eligible for and influences your local search radius. For example, ‘Dentist’ has a smaller service radius than ‘Dental Clinic.’

Your additional 9 categories should follow semantic relevance – if you’re a ‘General Dentist,’ relevant secondary categories include ‘Cosmetic Dentist,’ ‘Family Dentist,’ but avoid unrelated categories like ‘Medical Center, ‘ which can confuse Google’s entity understanding and hurt rankings.

Poor Category Choices for a Dentist

• Primary: “Medical Center” (too broad)
• Secondary: “Hospital,” “Clinic” (irrelevant)

Optimal Category Setup for a Dentist

• Primary: “Dentist”
• Secondary: “Cosmetic Dentist,” “Pediatric Dentist,” “Oral Surgeon”

Business Description

• Be descriptive of the services and products you provide and the area that you serve!  
• Fill up as much space as you can. You have up to 750 characters here; use as many as you can.

Writing Your Business Description (750 Characters Max)

Template Formula:
[Business Name] is a [primary service] serving [city/region] since [year]. We specialize in [3 main services] for [target audience]. Our [unique value proposition] has helped [number] of local [customers/clients] achieve [specific benefit]. Located in [neighborhood], we serve [list of cities/zip codes]. [Call to action].

Example:
“Miami Dental Care is a family dentistry practice serving South Florida since 2010. We specialize in preventive care, cosmetic dentistry, and emergency services for families and professionals. Our pain-free approach and same-day appointments have helped over 2,500 local residents achieve healthier smiles. Located in Coral Gables, we service Miami-Dade, Broward, and Monroe counties. Call today for your consultation!”

Character Count tip: Write in a document first, then copy-paste. Use tools like charactercountonline.com to stay under 750 characters.

Chat

This is a newer feature and a wonderful tool!  

In the past, you had to use Google’s own service, which required downloading an extra app, setting up notifications, and one more thing to monitor. For me, that is a major headache.  

But recently, Google has added a simple “Chat” feature where you can use a WhatsApp number or just a regular cell phone number. Very handy and a great way to get a conversation started and continued, even though you and the customer may be busy doing other things between sent messages. This makes it convenient for everyone.

Website

We’ll get to that in the next few weeks. If you already have a website, then add it here.

Social Profiles

If you have social profiles, then add away. 

If you don’t have them, don’t worry about it. We’ll cover it in the 7th DIY article coming up, and you can edit your GBP any time you want.

Business Location

Make sure your pin on the map is actually in the right spot.  

It seems to be a little off about 20% of the time. Don’t let this hamstring you by accident.

Service Areas

If you are feeling ambitious, you can always drop in a list of every single zip code you’d like to do business in.  

Or you can go with the main cities you service and leave it at that for now.

Photos

• Use as many photos as you have. 
• Include no less than 5 in each category that Google asks for.

This is a good start, not the end of your work.  Over the next months and years, you’ll want to continue to add photos as often as you can. Why? Because it’s an easy way to show Google that you’re active on their platform and tie your business to lots of different points around town, making you more relevant.

Google’s computer vision algorithms analyze photo content for relevance signals. Interior photos should include your actual business space with proper lighting and clear business signage. Exterior photos help Google verify your physical location through visual landmarks. Product/service photos need to show actual work – Google can detect stock photos and may devalue them. Upload photos in high resolution (minimum 720px) with original EXIF data intact, as Google uses this metadata for location verification and recency signals.

Photo Upload Action Plan

Week 1: Essential Photos (Minimum viable profile)

• Logo: Upload high-res version (1200x1200px minimum)
• Exterior: Take 3 shots of your building/storefront from different angles
• Interior: Photograph your lobby/waiting area and main workspace
• Team: Professional headshots of key staff members
• Products/Services: 5 photos showing your work or products

Week 2-4: Category-Specific Photos

• For Service Business
  • Before/After shots of completed work
  • Tools/equipment in action
  • Team Members Performing Services
  • Certificates/awards displayed
• For Retail
  • Product displays and inventory
  • Shopping environment shots
  • Checkout/customer service areas
  • Seasonal displays

Monthly Ongoing

• Add 2-3 new photos every month
• Include photos from different seasons
• Document new services or products
• Update team photos when staff changes

Technical Specs

• Minimum resolution: 720px
• File format: JPG or PNG
• File Size: Under 10MB
• Aspect ratio: Square (1:1) works best

Products

If you sell products, then fill this out as completely as possible. 

You will be limited on the amount of detailed information you can provide within Google’s system, but use it to your advantage and think of it as a stepping stone to get interested customers to your website.

Services

If you are a service provider, this section is for you!  

• Fill in as many of your services as you can. Keep in mind that you have a section for the service name, price, and description.  
• On your description, you are limited to 300 characters, so be brief and engaging. Again, this is a primer to get interested people to your website.

Booking

Do you take reservations? This is the spot to put that link. 

• If you have a CRM that allows you to control bookings or a calendar service, then you can use that link here.  
• If you don’t have a specific service that you currently use, but you do schedule appointments, then it might be a good time to look into a cheap app that will allow qualified, interested people to book time with you.  

Again, this is an area you can come back to.

Q&A

How many questions do you answer on a daily basis? 

This is a great section to showcase your knowledge and gain an advantage over your competition.  

• Fill out all of the most common questions you get and leave great answers in this section.
• If you’re feeling stumped and can’t remember all those questions, then take a look at your competition’s FAQ page, add those questions, and write your own answers.

Update

Don’t let the title of this tool throw you off. This is Google’s simple version of a social media post. Use this to your advantage!  

In the update section, you’ll have 3 options, and I’d recommend you use all 3 each week.

• Update – Your basic post.  Good for before and after, new services, or general information about your business.
• Offer – A great way to advertise a sale or special, limited-time offer.
• Event – Are you sponsoring a community event, or do you host events?  Use this option.  Maybe you aren’t sponsoring or hosting an event, that’s ok. You can still showcase community events as a public service, and this helps your business prove to Google that you are more relevant and tied into the community than the next guy.  This will not only help you rank better, but will also lead to joint venture opportunities in the future with local businesses.

Reviews

Last but not least is the reviews section.  

If you’re following along online, you’ve probably noticed that I skipped a few tabs.  Don’t worry, it was mostly analytics information that we don’t need to look at just yet.  

But reviews, or should I say REVIEWS!

And I emphasize Google Maps Pack because it’s the key to your growth and success, but you can’t rank there without a well-optimized and constantly used GBP.

So on reviews, don’t worry if you’re starting with a big 0!  The key here will be consistency.

You’ll need about 5 to 10 reviews to have a shot at showing up in your market, but once you pass that point, you’ll be well on your way.

Getting reviews can sometimes be a challenge, and we’ll cover this more in week 2, but what you absolutely should not do is go sign up for a review service and get yourself tied into an expensive contract right now! 

Yes, there are some great tools out there, and down the road, with a healthy, growing business and plenty of cash flow, they make a helpful tool, but we’re talking about a start-up with little or no cash in this DIY series.

But here’s what you can do: GBP provides you with 2 options that can work.  

• Review Link: Copy this link to your smartphone in a text.  Hold on to this text and text it to a customer/client every chance you get.  This is a quick, easy win.
• QR Code: Print this off and carry it with you on a business card or post it to your front door, set it in a stand on your reception counter or checkout desk, and point people to it.  This doesn’t take more than a few cents to print off, text out, or send by email.  Again, this is looking for the most cost-effective way to get reviews.

Our clients have also had a lot of luck using a cheap, one-time cost tool like a TAPiTAG card or a stand. You can buy these for $10-$20, and they utilize an RFID radio chip that your client can tap their phone against and be directed right to your Google reviews page. So, if you’re looking for something a little more polished than a printed QR code, this is a nice alternative.

Review signals comprise multiple algorithmic factors:

• Review Velocity: Google tracks review acquisition patterns and flags unnatural spikes
• Review Diversity: Keywords mentioned across reviews help with semantic relevance
• Response Rate: Business owner responses to reviews signal active management
• Sentiment Analysis: Google’s NLP processes review content for sentiment scoring
• Reviewer Quality: Google evaluates reviewer history and local guide status for review weighting.”

Be sure to check out Google’s Local Search Ranking factors to take a deeper dive into getting a coveted spot in the Google Maps Pack!

Google Business Profile features mentioned in this guide are current as of May 2025. Google frequently updates these features, so check the official Google Business Profile Help Center for the most recent changes.

Common Google Business Profile Setup Mistakes & Fixes

Pitfall #1: Address Verification Failures

What happens: Google rejects your address or places a pin incorrectly

Why it happens:

• New construction not in Google’s database
• Suite numbers are formatted incorrectly
• PO boxes are used instead of a physical address

How to fix:

• Use Google Maps to verify your address exists
• Format suite numbers as “Suite 10,0” not “#100” or “Ste 100”
• If new construction, submit the address to Google Maps first
• For home businesses, use your actual home address (you can hide it later)

Pitfall #2: Multiple Listings Created Accidentally

What happens: You find 2-3 versions of your business online

Why it happens:

• Claimed the existing listing while creating a new one
• Different name variations created separate listings
• Previous employees created duplicate listings

How to fix:

• Search “[your business name] + [city]” to find all versions
• Go to business.google.com and look for the “duplicate listing” option
• Report duplicates through Google Business Profile support
• Keep the listing with the most reviews/history
• Redirect others to the main listing

Pitfall #3: Verification Code Never Arrives

What happens: 14+ days pass with no postcard

How to Fix:

• Check with the mailroom/neighbors for misdelivered mail
• Verify address spelling exactly matches your business registration
• Request new verification code (wait 7 days between requests)
• Try phone verification if available for your business type
• Contact Google Business Profile support with proof of business ownership

Pitfall #4: Wrong Primary Category Kills Rankings

What happens: You rank for irrelevant searches or don’t rank at all

Example: Dental office chooses “Medical Center” instead of “Dentist”

Result: Shows up for hospital searches, not dental searches

How to fix:

• Research what category your top competitors use
• Test searches for you services – see what categories rank
• Change primary category (can take 2-4 weeks to see ranking changes)
• Monitor ranking positions before/after category changes

Pitfall #5: Adding Too Many Irrelevant Categories

What happens: Google gets confused about what you actually do

Example: Dentist adds “Restaurant,” “Gym,” “Lawyer,” thinking more = better

Result: Lower rankings for dental searches

Warning signs:

• Ranking dropped after adding categories
• Getting calls for services you don’t offer
• Showing up in the wrong local searches

How to fix:

• Remove all categories not directly related to your core business

Your First Step in the Self-Guided Local SEO Series is Complete!

There you have it. Week 1, and we’re already off to a solid start that hasn’t cost you more than 30 minutes and a little elbow grease.  

If you follow the directions above, then you’ll have a nicely optimized Google Business Profile that has the potential to rank in the 3 pack.

If what you’ve read here (and completed I hope) and you find it valuable, then stick with us for week 2 of our Local SEO DIY Series where we talk about Reviews, why they are important, how they help you rank and close more business and everything else you need to know about reviews for your business success.