If you run a business in the Four Corners, you know that "word of mouth" has moved online. When someone in Durango needs a plumber, or a visitor in Cortez looks for a coffee shop, they don't ask a neighbor—they ask Google.
Local SEO (Search Engine Optimization) is the process of ensuring your business shows up for those "near me" searches. It's not about tricking the algorithm; it's about giving Google exactly what it needs to trust that you are the best answer for a local customer. This checklist covers the essentials to get your business found.
1. Google Business Profile (GBP)
Your Google Business Profile is your new storefront. It's often the first (and sometimes only) thing a potential customer sees.
Claim and Verify
Ensure you own your listing. If you haven't claimed it, do it now. Verification usually involves a postcard or phone call.
NAP Consistency
Name, Address, Phone number. Make sure these match exactly what is on your website. "St." vs "Street" matters more than you think.
Categories
Choose the most specific primary category (e.g., "HVAC Contractor" instead of just "Contractor"). Add relevant secondary categories.
Photos
Upload high-quality photos of your team, your work, and your exterior. Businesses with photos get 42% more requests for directions.
2. Website Optimization
Your website needs to tell Google clearly where you are and what you do.
Location Pages
If you serve multiple areas (e.g., Durango and Bayfield), create a unique page for each location with specific content.
Local Keywords
Include your city and service in your H1 tags and meta descriptions. E.g., "Best Coffee Shop in Durango, CO".
Mobile Friendly
Most local searches happen on mobile devices. Ensure your site loads fast and looks great on phones.
3. Reviews & Reputation
Reviews are a major ranking factor. They build trust with both Google and your customers.
Get More Reviews
Ask happy customers for reviews. Send a direct link via email or text after a service is completed.
Respond to Everything
Reply to every review, good or bad. It shows you are active and care about customer feedback.
4. Local Citations
Citations are mentions of your business name, address, and phone number on other websites.
Major Directories
Ensure you are listed on Yelp, Bing Places, Apple Maps, and Yellow Pages.
Local Directories
Get listed in the Durango Chamber of Commerce, Local First, or other regional business associations.
Need help implementing this?
Local SEO is an ongoing process. If you'd rather focus on running your business than managing citations, we can help.