10 Best Free Local SEO Tools [2026]

Short answer: every local business should use two free tools: Google Business Profile (your map listing) and Google Search Console (your website's search data). Add free tools from BrightLocal, Whitespark and PlePer, the GMB Everywhere Chrome extension, and Merkle's schema generator. SEO Runway's 14-day trial lets you run geo-grid map scans, a citation audit and review monitoring free. For paid tools, see our local SEO tools guide.

Disclosure: SEO Runway is our product. We ranked it using the same criteria as every other tool, and noted where others do better.

Quick picks

• Essential: Google Business Profile
• Essential for your website: Google Search Console
• Best free trial (grid + citations + reviews): SEO Runway
• Best free GBP insights: GMB Everywhere
• Best free schema: Merkle generator

Free local SEO tools compared

How we chose these tools

We included tools that are free or have a meaningful free trial, and compared what's free, the limits and whether a card is needed.

1. Google Business Profile: essential

Verdict: your listing in Google Maps and the local pack. Complete every field, post updates, add photos and reply to reviews.

2. Google Search Console: essential for your website

Verdict: the local queries your website appears for, and any indexing problems.

3. SEO Runway (14-day trial): best free trial

Verdict: run geo-grid map-pack scans with Share of Local Voice, audit your citations, monitor reviews, create review-request QR codes and generate local schema, free for 14 days.

After the trial: Local SEO from $19/month. See plans.

4. BrightLocal free tools: best free checks

Verdict: free local search results checks and more.

5. Whitespark free tools: best free review link

Verdict: a free Google review link generator, plus local tools.

6. GMB Everywhere: best free GBP insights

Verdict: see competitors' GBP categories and audit details in Chrome.

7. Local Falcon (trial credits): try geo-grid scans

Verdict: trial credits for specialist grid scans.

8. Merkle schema generator: best free schema

Verdict: generate LocalBusiness JSON-LD for free.

9. Moz Local listing check: free listing check

Verdict: see how your listings look across major directories.

10. PlePer free tools: free GBP utilities

Verdict: category lists and GBP utilities.

A free local SEO checklist

1. Claim and verify your Google Business Profile.
2. Choose the most accurate primary category and add relevant secondary ones.
3. Fill in hours, services, products, description and attributes.
4. Add 10 or more real photos, then new ones monthly.
5. Use the same name, address and phone everywhere.
6. Claim Apple Business Connect, Bing Places and Facebook.
7. Add LocalBusiness schema to your site.
8. Create a page for each service, and each area you serve.
9. Ask every customer for a review with a direct link.
10. Reply to every review within a few days.
11. Post an update or offer every week or two.
12. Check Search Console monthly for local queries.

Related guides

• Free rank checkers

Prefer to hire an expert? See the best local SEO agencies in your city: [link to the matching published agency listicle].

Frequently asked questions

Can I do local SEO for free?

Much of it, yes. A complete Google Business Profile, consistent listings, reviews, schema and good location pages cost time, not money.

What free tools does Google offer?

Google Business Profile, Search Console, Google Analytics, PageSpeed Insights, the Rich Results Test and Google Trends.

When should I pay for a local SEO tool?

When you want to track map rankings across your area, audit citations at scale, or manage several locations.

The bottom line

• Always: Google Business Profile and Search Console.
• Free extras: BrightLocal, Whitespark, GMB Everywhere and Merkle.
• Geo-grid, citations and reviews, free for 14 days: SEO Runway.

Start a 14-day free trial of SEO Runway, or see the local SEO workspace.