1. Google Business Profile (do first)
☐ Claim at business.google.com with the same name as the website: Hearing Aids London
☐ Primary category: Hearing aid store or Audiologist (one primary, not ten)
☐ Address pinned on Devonshire Place, not a virtual office
☐ Phone 020 8191 4786 only as the main number
☐ Website https://hearingaidslondon.org/ (not the wax domains)
☐ Hours match the site, including Sunday
☐ 10+ real photos: street, door, waiting, test room, clinician (no stock faces)
☐ Services listed: hearing test, hearing aids, wax, tinnitus, home visit
☐ Products optional: Sphere / Intent with “from” prices, not fake discounts
☐ GBP posts once a week (offer, hours, new service) — real dates
☐ Q&A: seed honest answers (Is the test free? Do you do wax?)
☐ Review link sent after every good appointment — never buy reviews
☐ Reply to every review, short and without arguing clinical detail in public
2. Search Console and Bing
☐ Search Console property for https://hearingaidslondon.org/
☐ Submit sitemap.xml
☐ Request index of home, hearing-aids, ear-wax, hearing-test, contact
☐ Bing Places claimed, same NAP
☐ Bing Webmaster Tools + same sitemap
☐ Apple Business (business.apple.com) for iPhone maps
3. NAP consistency
☐ Website, GBP, Yell, Facebook, invoices, voicemail: identical spelling
☐ No “Harley Street Hearing” as a second title on this pin
☐ 07990 303132 is WhatsApp, not a second Google phone
☐ Wax sites (londonmicrosuction, earwaxlondon) keep their brand names — link across, do not merge listings
4. Citations
☐ Yell, Thomson Local, Scoot, Yelp UK — kit
☐ Skip paid “500 directories”
☐ Once a quarter: Google the phone number and fix stray old names
5. On-page local (quarterly glance)
☐ Title tags still contain Hearing Aids London / Marylebone where true
☐ Areas page still lists real travel, not 80 fake towns
☐ Embedded Google map on contact once GBP is live (iframe of the real listing)
☐ Clinician name + HCPC on the site when you are ready to publish it
6. Reviews and trust
☐ 15–30 genuine Google reviews before you worry about Specsavers
☐ Ask in clinic, not by stuffing a QR into spam
☐ Photos of the room beat AI stock
☐ Complaints page exists — use it; don’t delete bad reviews
7. Links you control
☐ From londonmicrosuction.co.uk and earwaxlondon.co.uk: one clear text link “Hearing aids: hearingaidslondon.org”
☐ Not 50 identical footer links on every wax URL
☐ Facebook / Instagram bio = the hearing domain for this brand
8. Cannibalisation check
☐ Do not rank three of your own sites for “hearing aids London”
☐ Wax domains target wax; this domain targets aids + test
☐ If two GBPs share one door, categories must differ (wax vs hearing aids) and names must differ
9. Monthly 20-minute audit
☐ Incognito: “hearing aids Marylebone”, “hearing test W1”, “ear wax Devonshire Place” — note pack position
☐ GBP insights: calls, site clicks, direction requests
☐ Search Console: which queries actually show this domain
☐ Broken forms / 404s after a Netlify deploy
☐ New reviews this month
Citation kit · All pages
This checklist does not make you number one. Specsavers still wins on brand and reviews until your GBP is claimed and fed.