When someone in Nairobi searches "salon near me", "printing shop Westlands" or "plumber in Kasarani", Google shows a map with a short list of businesses before any websites. Being on that list is one of the most valuable free marketing opportunities a small business has. The work to get there is called local SEO (search engine optimisation).
This checklist is what we teach in the SEO module of our digital marketing course. You can do most of it in an afternoon.
1. Claim and complete your Google Business Profile
Your Google Business Profile is the listing that appears on Google Maps and in local search results. It is free.
- Search for your business on Google Maps. If it exists, claim it; if not, create it at business.google.com.
- Choose the most accurate primary category. "Hair salon" is better than "Beauty". Add relevant secondary categories.
- Write your business name exactly as it appears on your signboard. Adding extra keywords to the name breaks Google's guidelines and can get the listing suspended.
- Add your phone number, website, opening hours and a precise map pin. If you serve customers at their location, set a service area instead of showing your address.
- Write a clear description of what you do and where, in plain language.
- Upload real photos: your shopfront (so people recognise it), the inside, your team and your work.
- Complete verification. Google may ask for a video, phone call or postcard depending on your business.
2. Keep your details consistent everywhere
Google cross-checks your business information across the web. Make sure your name, phone number and location are the same on your website, Facebook page, Instagram bio, WhatsApp Business profile and any online directories. Inconsistent details reduce trust, for both Google and customers.
3. Collect reviews the right way
Reviews influence both your ranking and whether people choose you.
- Ask happy customers for a review straight after a good experience. Send the direct review link by WhatsApp or SMS so it takes them seconds.
- Reply to every review, positive or negative, politely and professionally.
- Never buy reviews or write fake ones. It breaks Google's policies and customers can usually tell.
4. Post updates and answer questions
Google Business Profile lets you publish short posts, offers and events. Post when you have something new, such as a promotion, a new service or holiday hours. Check the questions section and answer anything customers ask.
5. Make sure your website supports your listing
You do not need an expensive website, but you do need a clear one.
- Put your business name, phone number, location and opening hours on every page, usually in the footer.
- Create a page for each main service. "Braids and natural hair care in Kilimani" is a far stronger page than a single "Services" list.
- Write titles and descriptions that say what you do and where. For example: "Natural Hair Salon in Kilimani, Nairobi | [Your Business]".
- Make sure the site works well on a phone. Most of your visitors will be on mobile data.
- Add a click-to-call button and a WhatsApp link.
6. Use the words your customers use
Think about how people actually search. Customers rarely type your brand name; they type the service and the place. List ten phrases a customer might search for, such as "cake shop in Ruaka" or "car wash near Thika Road", and make sure those words appear naturally on your profile and website.
7. Get mentioned locally
Links and mentions from other trusted local websites help. Practical ideas:
- Get listed on reputable Kenyan business directories relevant to your industry.
- Partner with complementary businesses and mention each other.
- Sponsor or take part in a community event and ask the organisers to link to you.
8. Track what is working
Your Google Business Profile shows how many people found you, called you, asked for directions or visited your website. If you have a website, connect >Google Search Console and Google Analytics. Check the numbers once a month and ask: which searches brought people in, and what made them get in touch?
A quick checklist to print
- ☐ Google Business Profile claimed, verified and fully completed
- ☐ Correct primary category and accurate map pin or service area
- ☐ At least ten real photos uploaded
- ☐ Same name, phone and location on every platform
- ☐ A simple system for asking customers for reviews
- ☐ Every review answered
- ☐ One service page per main service on your website
- ☐ Mobile-friendly site with click-to-call and WhatsApp
- ☐ Search Console and Analytics connected
- ☐ Monthly check of your results
Want help or want to learn this properly?
Local SEO is one module of our hands-on digital marketing course in Nairobi, where learners audit real local businesses under a mentor's guidance. If you run a small business or nonprofit and want support, get in touch.
JD STUDIOS AFRICA Team
Mentors and trainers at JD STUDIOS AFRICA, a nonprofit tech and creative hub in Nairobi.