Local SEO is how you make sure your business shows up when someone nearby searches for what you offer. It’s the difference between appearing in those top three Google Maps results — which get the lion’s share of clicks — or being buried somewhere on page two where nobody looks.
This checklist covers everything you need to do to rank well in local search across New Zealand. Work through it section by section and tick off each item as you go.
Google Business Profile — Your Most Important Asset
- Claim and verify your Google Business Profile at business.google.com
- Choose the most accurate primary business category
- Add all relevant secondary categories
- Fill in your complete business description (include your city and services naturally)
- Add your exact business address or service area
- Set accurate opening hours, including public holidays
- Add your local NZ phone number
- Link to your website homepage
- Upload at least 10 high-quality photos — team, premises, products, work
- Set up Google Business Profile posts — aim for at least fortnightly
- Enable and respond to the Q&A section
Reviews — The Ranking Factor Most Businesses Ignore
- Ask every satisfied customer to leave a Google review
- Create a short direct link to your review page and share it after each job
- Respond to every review — positive and negative
- Aim for at least 10 reviews to start, then keep building
- Never offer incentives for reviews — it violates Google’s guidelines
- Consider asking for reviews on other platforms: Facebook, Trustpilot, industry directories
Your Website — Local Signals That Matter
- Include your city and region on your homepage (naturally, not just stuffed in)
- Have a dedicated contact page with your full address and embedded Google Map
- Create location-specific pages if you serve multiple NZ cities or regions
- Add your business name, address, and phone number to your footer on every page
- Include local keywords naturally in your page titles and headings
- Make sure your website loads in under 3 seconds
- Ensure your site is fully mobile-friendly
- Add schema markup for LocalBusiness to help Google understand your details
Consistency — The Underrated SEO Factor
- Make sure your business name, address, and phone number are identical everywhere online
- Check your details on Google Business Profile, Facebook, LinkedIn, and your website
- Get listed in key NZ directories: Finda, Localist, Neighbourly, Yellow NZ
- Get listed in any relevant industry-specific directories for your sector
- If you’ve moved or changed your number, update every listing
Content — Building Local Authority
- Publish blog posts that mention your city, region, and local context
- Write about local topics, events, or issues relevant to your industry
- Create a FAQ page that answers common questions from local customers
- Feature local case studies and customer success stories
- Mention local landmarks, suburbs, and community connections where natural
Links — Getting Local Websites to Point to Yours
- Get listed in your local Chamber of Commerce or business association
- Sponsor a local sports team, event, or community organisation
- Partner with complementary local businesses for referral links
- Reach out to local news websites or community blogs for coverage
- Join any local business networking groups that have online directories
Tracking — Know What’s Working
- Set up Google Search Console (free) to monitor your search rankings
- Set up Google Analytics to track where your website traffic comes from
- Check your Google Business Profile insights monthly
- Track your rankings for your most important local keywords
Local SEO isn’t a one-time task — it’s an ongoing process. Work through this checklist, then revisit it every three to six months to make sure everything is up to date.
→ Need help with your local SEO? WeDigitUs specialises in getting NZ businesses found: wedigitus.co.nz
