The playbook
Local SEO: Template and Field Guide
This local SEO template turns a broad task into a record another person can use. It captures location, service, landing URL, then connects that information to a decision. Copy the table into your working document or system and create a separate record for each item in scope.
Put the task in context
For a service business, separate the physical operating location from the area served. Check the business profile, contact page, service pages, and actual booking process against the same operating facts. A visitor should be able to determine whether the company serves the requested area before submitting an inquiry.
Copyable worksheet
| Field | Entry instructions |
|---|---|
| location | Record the location associated with this page or query record. Use a stable reference so later updates can be matched. |
| service | Record the service associated with this page or query record. Keep the value specific enough for another owner to interpret. |
| landing URL | Record the landing URL associated with this page or query record. Keep the value specific enough for another owner to interpret. |
| contact route | Record the contact route associated with this page or query record. Keep the value specific enough for another owner to interpret. |
| Decision field | Entry instructions |
|---|---|
| Observed problem | Describe the actual condition and where it was observed. |
| Recommended action | State the smallest action that resolves the documented problem. |
| Evidence | Link to the record, observation, or test supporting the action. |
| Owner and next review | Name the accountable person and when the decision should be revisited. |
How to complete the worksheet
Begin with location. Use the same reference throughout the record so notes are not attached to the wrong item. Then confirm real operating locations and service coverage. This establishes the information required before the worksheet becomes a request for action.
Next, match core services to useful website pages. Use the observed problem and evidence fields to explain why that step is needed. A useful entry describes an actual condition, such as optimizing for a city where the business cannot serve customers, rather than a broad instruction to “improve performance.”
Finally, reconcile profile details with the website. Put remove unsupported coverage claims and explain actual service boundaries in the action field only when it addresses the observed condition. If the problem is different, change the action. The template is a structure for judgment, not a reason to apply the same fix everywhere.
Illustrative completed decision
| Part | Illustrative entry |
|---|---|
| Problem | Optimizing for a city where the business cannot serve customers |
| Action | Remove unsupported coverage claims and explain actual service boundaries |
| First check | Confirm real operating locations and service coverage |
| Follow-up check | Reconcile profile details with the website |
| Outcome to define | qualified local inquiries |
Adapt the fields without losing meaning
You can add fields required by your team, but each should change a decision or preserve necessary context. Keep factual observations separate from recommendations. If service changes, record the new value and its effective date instead of silently rewriting the context of an earlier decision.
Use the record in a handoff
Ask the receiving owner to explain the next action using only the worksheet. Missing context becomes visible quickly during that exercise. Repair the record before applying the structure to a larger batch. Keep qualified local inquiries connected to the item so the team can later assess whether the action was useful.
Search results and indexing decisions are not controlled by the publisher. Record what your team changed and what was observed afterward. Avoid turning a correlation between a release and a traffic change into a claim of proven causation.
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