SEO Local

Local SEO & Google Business Profile

Load client context first. Requires gbp section in client config. See seo-keywords rules/client-setup.md.

File Organization

local/
├── gbp-posts/
│   ├── calendar-{month}-{year}.json     # Monthly posting calendar
│   └── posts/
│       └── post-{date}-{slug}.md        # Individual posts
├── nap-audit.json                        # NAP consistency results
├── citations.json                        # Citation audit
├── competitor-gbp-analysis.json          # Competitor GBP research
└── review-templates.md                   # Review response templates

Competitor GBP Research

Before generating posts, research what competitors are doing:

# Search for competitor businesses in local SERPs
firecrawl search "{service} {city}" --limit 20 -o .seo/clients/{slug}/local/.firecrawl/local-serps.json --json &
firecrawl search "{business_name} {city} reviews" --limit 10 -o .seo/clients/{slug}/local/.firecrawl/reviews-search.json --json &
wait

Analyze competitor patterns:

• What types of posts are they publishing? (Offers, updates, events, tips)
• How frequently are they posting?
• What CTAs are they using? (Call now, Book online, Learn more, Get offer)
• What photos are they sharing? (Team, work-in-progress, before/after, office)
• What keywords do they use naturally in posts?

GBP Post Types

1. What's New (Updates)

• Business updates, new services, team news
• 100-300 words
• Include a relevant photo suggestion
• Example: "We've expanded our service area to include {neighborhood}..."

2. Offer Posts

• Seasonal promotions, discounts, limited-time offers
• Include: offer details, terms, expiration date
• CTA: "Redeem offer" or "Call now"
• Example: "$50 off your first {service} — mention this post when you call..."

3. Event Posts

• Community events, workshops, open houses
• Include: date, time, location, what to expect
• CTA: "Sign up" or "Learn more"

4. Product/Service Highlights

• Showcase a specific service or product
• Include benefits, what makes it different
• CTA: "Book now" or "Get a quote"
• Example: "Did you know we offer 24/7 emergency {service}?..."

5. Educational/Tips

• Share expertise, position as authority
• Quick tips related to the industry
• CTA: "Learn more" with link to blog post
• Example: "3 signs your {item} needs {service}..."

30-Day Posting Calendar Generation

Generate 12-16 posts per month (3-4 per week).

Calendar Rules

• Monday/Wednesday/Friday posting schedule (or Tue/Thu/Sat for variety)
• Rotate post types: never post the same type back-to-back
• Rotate services: cover all services from client config over the month
• Rotate service areas: if multiple areas, mention different ones
• Seasonal relevance: tie posts to current season, holidays, weather
• Local keywords: naturally include {service} {city} and variants in posts
• Photos: suggest a specific photo type for each post

Calendar Output Format

{
  "month": "March 2026",
  "client": "client-slug",
  "posts": [
    {
      "date": "2026-03-02",
      "day": "Monday",
      "post_type": "educational",
      "title": "3 Signs Your Water Heater Needs Service",
      "body": "Post body text here (150-250 words)...",
      "cta_text": "Book an inspection",
      "cta_url": "https://example.com/water-heater",
      "photo_suggestion": "Photo of technician inspecting a water heater",
      "target_keyword": "water heater repair austin",
      "service": "Water Heater Repair",
      "service_area": "Austin, TX"
    }
  ]
}

Post Writing Guidelines

• Write in the brand's voice (professional but approachable)
• Include the business name naturally
• Mention the city/service area in each post
• Use local landmarks or references when appropriate
• End with a clear CTA
• Keep under 300 words (GBP truncates long posts)
• No hashtags (GBP isn't social media)

NAP Consistency Audit

Check Name, Address, Phone across major directories:

# Search for business across platforms
firecrawl search "{business_name} {city}" --limit 20 -o .seo/clients/{slug}/local/.firecrawl/nap-search.json --json
firecrawl search "{business_name} {phone}" --limit 10 -o .seo/clients/{slug}/local/.firecrawl/nap-phone.json --json

Check these directories:

• Google Business Profile
• Yelp
• Facebook Business
• Apple Maps / Apple Business Connect
• Bing Places
• BBB (Better Business Bureau)
• Yellow Pages / YP.com
• Angi (formerly Angie's List)
• Thumbtack
• HomeAdvisor (for home services)
• Nextdoor
• Industry-specific directories

For each listing check:

• Business name matches exactly (no abbreviations, no extra words)
• Address matches exactly (same format, suite number, etc.)
• Phone number matches (same format, no tracking numbers)
• Website URL is correct
• Hours are accurate
• Categories are appropriate

Flag inconsistencies with specific corrections needed.

Local Citation Audit

Priority Citation Sources by Industry

Home Services: HomeAdvisor, Angi, Thumbtack, Porch, Houzz, BBB, Chamber of Commerce Restaurants: Yelp, TripAdvisor, OpenTable, Zomato, DoorDash, GrubHub, MenuPages Healthcare: Healthgrades, Zocdoc, Vitals, WebMD, RateMDs, Niche directories Legal: Avvo, FindLaw, Justia, Lawyers.com, Martindale-Hubbell Real Estate: Zillow, Realtor.com, Redfin, Homes.com, local MLS Automotive: CarFax, AutoTrader, Cars.com, DealerRater, Edmunds General: Google, Bing, Apple Maps, Yelp, Facebook, BBB, Chamber of Commerce, YP, Foursquare, Superpages, CitySearch, MerchantCircle, Manta, MapQuest

For each citation source:

• Listed? (yes/no)
• NAP accurate? (yes/inconsistent/not listed)
• Profile complete? (basic/moderate/comprehensive)
• Reviews present? (count if available)

Review Response Templates

Positive Review Responses (vary between these)

Template 1 — Personal: "Thank you so much, {name}! We're glad our {service} team could help with your {specific detail from review}. It's customers like you that make what we do worthwhile. We look forward to serving you again!"

Template 2 — Service-focused: "We appreciate the kind words, {name}! Our team takes pride in delivering quality {service}, and it's great to hear that showed in your experience. Don't hesitate to reach out if you need anything in the future."

Template 3 — Brief: "Thanks for the wonderful review, {name}! We're so happy you had a great experience. See you next time!"

Template 4 — Referral-oriented: "Thank you for the 5-star review, {name}! We're thrilled you're happy with our {service}. If you know anyone who needs {service category}, we'd love to help them too!"

Template 5 — Detailed: "What a great review, {name}! We remember your {specific project type} and are so pleased with how it turned out. Your satisfaction is our top priority. Thank you for choosing {business_name}!"

Negative Review Responses (vary between these)

Template 1 — Empathetic: "We're sorry to hear about your experience, {name}. This isn't the level of service we aim to provide. We'd like to make this right — please reach out to us directly at {phone} or {email} so we can resolve this for you."

Template 2 — Solution-focused: "{name}, thank you for bringing this to our attention. We take all feedback seriously and want to address your concerns. Please contact our team at {phone} so we can discuss how to resolve this."

Template 3 — Ownership: "We apologize for falling short, {name}. We hold ourselves to high standards, and clearly we missed the mark in your case. Please call us at {phone} — we want to understand what happened and make it right."

Template 4 — Factual: "{name}, we appreciate your feedback. We'd like to look into the specifics of your experience. Could you please contact us at {email}? We want to ensure we address your concerns thoroughly."

Template 5 — Gracious: "Thank you for your honest feedback, {name}. We're sorry your experience didn't meet expectations. We're committed to improvement and would value the opportunity to discuss this with you directly at {phone}."

Response rules:

• Respond within 24 hours
• Always use the reviewer's name
• Reference specific details from their review
• Never argue or get defensive
• Take the conversation offline for negative reviews
• Keep it professional but warm

Local Keyword Optimization

For each service in client config, generate geo-modified keyword variants:

Map each variant to:

• Recommended landing page (existing or new)
• GBP post usage (which posts should target this keyword)
• Priority (based on revenue potential)