30x SEO Local

Local SEO Audit & Optimization

What This Skill Does

Audit and optimize a business's local search presence across Google Business Profile, Google Maps, Local Pack, and Gemini Ask Maps.

Does NOT do:

• Traditional on-page SEO → use seo-page
• Backlink analysis → use seo-backlinks
• AI platform visibility (ChatGPT/Claude/Perplexity) → use seo-ai-visibility

Process

Step 1: Gather Business Info

Ask user for:

GSC Data Integration (Optional)

If user has Google Search Console access, pull local query data via seo-monitor:

/seo monitor keywords

Extract from GSC:

• Queries containing city/area names → local keyword baseline
• CTR by local keyword → identify underperformers
• Average position for "[category] near me" patterns
• Impressions vs clicks gap → missed local opportunities

This data informs Steps 2-9 with real performance context.

Step 2: GBP Completeness Audit (Google Official 13-Point Playbook)

Based on Google's official GBP Optimization Playbook (March 2026).

Category Selection (Critical)

Primary category is the single most impactful GBP field:

• Choose from Google's 4,100+ options — pick the most specific match
• Monitor category changes regularly (Google updates the list)
• Verify competitors' primary categories for validation
• Wrong category = catastrophic ranking loss

Attributes to AVOID

These attributes can hide your reviews from the profile:

• ❌ "Onsite services" — removes review visibility
• ❌ "Online appointment" — removes review visibility

Only enable these if the booking functionality outweighs review visibility for your business.

Reserve with Google

Drive bookings directly from GBP without customers leaving Google:

• Live in 88+ countries
• Covers: beauty, home services, auto repair, fitness, healthcare, restaurants
• Two options: Custom Booking Link (your own URL) or Integrated Booking Partner (Google partners)
• 77% of consumers expect to book services online — missing this = losing conversions

Landing Page Strategy

• Use UTM codes on the GBP website URL to track traffic in GA4
• Do NOT link to a page that already ranks organically — Google penalizes duplicate rankings
• Link to a dedicated local landing page optimized for GBP traffic

Industry-Specific Optimization

Google released industry-specific GBP Playbooks (March 2026). Apply vertical optimizations during audit:

Food & Drink:

• Menu data must be current and complete (add menu URL)
• Enable online ordering + reservation links
• Professional food photography is non-negotiable
• Weekly posts on specials, seasonal menus, events

Service Businesses (plumbers, cleaners, HVAC, etc.):

• Define service areas clearly (no physical address display if SAB)
• Emphasize emergency availability and response times
• List all certifications, licenses, insurance
• Before/after project photos build visual credibility

Hotels & Accommodations:

• Class ratings and amenity lists
• Room photos, lobby, facilities
• Check-in/check-out times in hours
• Enable Reserve with Google

Tours & Attractions:

• Seasonal hours and availability
• Pricing tiers in products/services
• Activity photos from real customers
• Link to booking system

GBP Pro Tips (Sterling Sky Research)

GBP Suspension Red Lines

These actions will get your GBP suspended — never do them:

If suspended: Do NOT create a new profile. Appeal through GBP support with proof of legitimacy (utility bill, business license, photos of signage).

Scoring:

GBP Score = filled fields / total applicable fields × 100

90-100%: Excellent
70-89%:  Good, quick wins available
50-69%:  Needs work
<50%:    Critical — significant visibility loss

Step 3: NAP Consistency Check (Executable)

NAP = Name, Address, Phone — must be identical everywhere.

Platform Audit Process

For each platform, use WebFetch to extract and compare NAP data:

Comparison Method

Build a NAP consistency table:

| Platform | Name | Address | Phone | Match? |
|----------|------|---------|-------|--------|
| GBP (canonical) | Joe's Coffee | 123 Main St, SF, CA 94105 | (415) 555-1234 | — |
| Website footer | Joe's Coffee | 123 Main Street, SF, CA 94105 | 415-555-1234 | ❌ Address format, phone format |
| Yelp | Joe's Coffee Shop | 123 Main St, San Francisco, CA | (415) 555-1234 | ❌ Name has "Shop", city not abbreviated |
| Facebook | Joe's Coffee | 123 Main St, SF, CA 94105 | (415) 555-1234 | ✅ |

Fix Protocol

1. Choose GBP listing as canonical source of truth
2. Standardize format: full street type ("Street" not "St"), consistent phone format, exact business name
3. Update each platform to match canonical — document changes
4. Re-check in 30 days (some platforms take time to reflect)

Common Issues:

❌ "123 Main St" vs "123 Main Street" vs "123 Main St."
❌ "(415) 555-1234" vs "415-555-1234" vs "+1 415 555 1234"
❌ "Joe's Coffee" vs "Joe's Coffee Shop" vs "Joe's Coffee LLC"
❌ Suite/Unit number present on some, missing on others
❌ Old phone number on forgotten directories

Step 4: Local Schema Audit (Industry-Specific)

Check website for LocalBusiness schema markup. Use the most specific subtype for richer results:

Schema Subtype Selection

Restaurant Schema Example

{
  "@context": "https://schema.org",
  "@type": "Restaurant",
  "name": "Business Name",
  "image": "https://example.com/photo.jpg",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main St",
    "addressLocality": "San Francisco",
    "addressRegion": "CA",
    "postalCode": "94105",
    "addressCountry": "US"
  },
  "telephone": "+1-415-555-1234",
  "url": "https://example.com",
  "menu": "https://example.com/menu",
  "servesCuisine": "Italian",
  "acceptsReservations": true,
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Monday","Tuesday","Wednesday","Thursday","Friday"],
      "opens": "11:00",
      "closes": "22:00"
    }
  ],
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 37.7749,
    "longitude": -122.4194
  },
  "priceRange": "$$",
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.5",
    "reviewCount": "230"
  }
}

Generic LocalBusiness Schema Example

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Business Name",
  "image": "https://example.com/photo.jpg",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main St",
    "addressLocality": "San Francisco",
    "addressRegion": "CA",
    "postalCode": "94105",
    "addressCountry": "US"
  },
  "telephone": "+1-415-555-1234",
  "url": "https://example.com",
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Monday","Tuesday","Wednesday","Thursday","Friday"],
      "opens": "07:00",
      "closes": "19:00"
    }
  ],
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 37.7749,
    "longitude": -122.4194
  },
  "priceRange": "$$",
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.5",
    "reviewCount": "230"
  }
}

Schema Validation Checklist

Step 5: Review Analysis & Strategy

The 10-Review Threshold (Sterling Sky Research)

• 10 reviews = minimum threshold for ranking boost
• After 10, frequency matters more than total count
• Stagnant review counts hurt rankings vs. active competitors
• Google formalized review request links and QR codes (late 2025) — use them

Current State Assessment

Sentiment Mining

Extract recurring themes from reviews:

• Positive attributes (what customers praise)
• Negative patterns (what needs fixing)
• Keywords customers use naturally → feed back into GBP description
• Attribute-specific mentions ("great WiFi", "quiet workspace") → these feed Gemini Ask Maps matching

Review Strategy Output

## Review Velocity Program

### Collection Touchpoints
1. Google's official review request link (GBP dashboard → "Ask for reviews")
2. QR code (Google's built-in generator) on receipts/signage
3. Post-purchase email (2 hours after)
4. SMS follow-up (24 hours after)
5. Staff verbal ask at checkout

### Response Templates
- Positive (5-star): Thank + reference specific detail + invite back
- Mixed (3-4 star): Thank + acknowledge issue + describe fix + invite back
- Negative (1-2 star): Apologize + take offline + describe resolution

### Key Principle
Frequency > quantity. 4 reviews/week beats 50 reviews once then silence.

### Target Metrics
- Weekly new reviews: [X] (current: [Y])
- Response rate: 100%
- Response time: <24 hours

Step 6: Competitor Benchmarking

Local SEO is a zero-sum game — in AI Local Pack, only 1-2 businesses win. You must know what you're competing against.

Identify Top 3 Local Competitors

Methods:

1. Search [primary category] in [city] on Google Maps — top 3 in Local Pack are your competitors
2. Search [target keyword] — who shows in AI Local Pack?
3. Ask user directly

Competitor Audit Matrix

For each competitor, use WebFetch on their GBP and website to build:

| Dimension | Your Business | Competitor A | Competitor B | Competitor C |
|-----------|--------------|-------------|-------------|-------------|
| **GBP Category** | Coffee shop | Coffee shop | Cafe | Breakfast restaurant |
| **Secondary Categories** | 2 | 4 | 1 | 3 |
| **Total Reviews** | 45 | 230 | 89 | 156 |
| **Avg Rating** | 4.3 | 4.6 | 4.1 | 4.4 |
| **Review Velocity** | ~2/week | ~8/week | ~1/week | ~4/week |
| **Photos Count** | 23 | 150+ | 45 | 80 |
| **Posts Frequency** | None | Weekly | None | Monthly |
| **Attributes Filled** | 5/15 | 12/15 | 3/15 | 9/15 |
| **Website Has Schema** | ❌ | ✅ Restaurant | ❌ | ✅ LocalBusiness |
| **Booking Enabled** | ❌ | ✅ Reserve | ❌ | ✅ Custom link |
| **Social Links** | 2 | 5 | 1 | 4 |
| **Q&A Entries** | 0 | 12 | 2 | 5 |

Gap Analysis Output

## Competitive Gaps (Prioritized)

### You're Behind On:
1. 🔴 Reviews: 45 vs competitor avg 158 — need aggressive review velocity program
2. 🔴 Photos: 23 vs competitor avg 92 — upload 70+ quality photos
3. 🟠 Attributes: 5/15 vs competitor avg 8/15 — fill all relevant attributes

### You're Ahead On:
1. ✅ Rating: 4.3 vs competitor avg 4.2 — maintain quality
2. ✅ Hours: Open later than 2 of 3 competitors

### Quick Wins to Leapfrog:
1. No competitor has Q&A populated — first mover advantage
2. Only 1 competitor posts weekly — match them immediately

Step 7: Gemini Ask Maps Optimization

This is the 2026 update — Google Maps now uses Gemini AI for conversational search ("Ask Maps"). The ranking model shifted from keyword matching to intent understanding.

What Changed

Ask Maps Optimization Checklist

Attribute Completeness (Gemini matches user intent to business attributes):

• All physical attributes (parking, WiFi, outdoor seating, wheelchair access)
• All service attributes (dine-in, takeout, delivery, reservations)
• All audience attributes (good for kids, pet-friendly, LGBTQ+ friendly)
• Payment methods
• Sustainability practices

Q&A as AI Training Data:

• 10-15 pre-populated Q&As
• Cover situational queries ("Do you have charging stations?", "Is there a quiet area to work?")
• Use natural conversational language, not keyword stuffing

Google Posts Freshness Signal:

• Weekly post cadence (offers, events, updates, photos)
• Posts include relevant attributes and situational context
• Seasonal/event-based posts for temporal queries

Photo Strategy for Immersive Navigation:

• Storefront photo showing relationship to nearby landmarks
• Interior photos showing ambiance, seating, facilities
• Product/menu photos with quality lighting
• Refresh every quarter with new content
• Geotagged images

Review Content as AI Context: When customers mention specific attributes in reviews ("great WiFi", "quiet workspace", "fast service"), Gemini uses this as input for matching intent queries.

Strategy:

• Encourage attribute-specific feedback in review requests
• Highlight specific experience details in response templates
• DO NOT solicit fake reviews or keyword-stuffed reviews

Step 8: AI Local Pack Readiness (2026)

Google is rolling out AI-generated local packs that fundamentally change visibility:

What this means:

• Competition for the top 1-2 spots is now existential, not just beneficial
• 68% fewer businesses get organic visibility in AI packs
• Local Services Ads (LSAs) grew from 11% to 31% query coverage
• Pure organic local strategy is no longer sufficient for competitive markets

Action items:

• GBP optimization must be flawless (no room for "good enough")
• Multi-location businesses have a structural advantage over single-location
• Diversify traffic sources: YouTube, Reddit, social — don't depend solely on Maps

Local Services Ads (LSA) Readiness

LSAs now cover 31% of local queries — ignoring them is leaving money on the table.

What LSAs are: Pay-per-lead ads at the very top of Google results with "Google Guaranteed" or "Google Screened" badges.

Available categories: Home services, legal, financial, healthcare, real estate, auto, pet care, and expanding.

Setup checklist:

• Check eligibility: ads.google.com/local-services-ads
• Complete background check / license verification
• Set weekly budget (pay per lead, not per click)
• Define service areas and job types
• Enable message leads + phone leads
• Track lead quality — dispute bad leads within 30 days

When to recommend LSAs:

• Competitive local market (high-value services)
• You're not in the top 2 organic Local Pack positions
• Service-based business (plumbing, legal, dental, HVAC)
• Budget available: typical CPL ranges $20-$150 depending on category

When NOT to recommend:

• Already dominating organic Local Pack
• Category not supported by LSAs
• No capacity to handle additional leads

Step 9: Local Content Strategy

Website content that supports local search:

Location Page Template:

• H1: [Service] in [City] — [Business Name]
• Unique description (300+ words, not duplicated across locations)
• Embedded Google Map
• Industry-specific schema (see Step 4)
• NAP in structured format
• Service list
• Customer testimonials from that area
• Driving directions from landmarks
• Parking information

Step 10: Multi-Location Management

Skip this step for single-location businesses.

Core Challenges

Multi-Location Checklist

• Each location has its own GBP with unique phone number
• Each location has a dedicated landing page (not /locations with a list)
• Each landing page has unique content (not template fill-in-the-blank)
• Each location page has its own LocalBusiness schema
• NAP is consistent per-location across all platforms
• Reviews are managed per-location (respond with local context)
• Google Posts are per-location (local events, local offers)
• Photos are per-location (actual storefront, actual team, actual interior)

Location Page Differentiation

Avoid the "same page, different city name" trap. Each location page must include:

• Unique staff bios or team photos
• Neighborhood-specific directions and parking info
• Local testimonials from customers in that area
• Location-specific services or specialties
• Community involvement / local partnerships
• Unique meta title and description

Store Locator Best Practices

If 5+ locations, implement a store locator:

• Search by zip/city/current location
• Each result links to dedicated location page (not GBP directly)
• Schema: use Organization as parent, individual LocalBusiness for each location
• Internal linking: hub-and-spoke from locator to location pages

Output

Local SEO Report

# Local SEO Audit: [Business Name]
Generated: [Date]

## Overall Score: XX/100

## GBP Completeness: XX/100  ████████░░
- [List of missing/incomplete fields]
- Industry-specific gaps: [vertical-specific missing items]
- Suspension risk: [any red line violations detected]

## NAP Consistency: XX/100  ██████████
- Platforms checked: X
- Inconsistencies found: X
- [Table of discrepancies]

## Reviews: XX/100  ███████░░░
- Rating: X.X ⭐ (X reviews)
- Velocity: X/week
- Response rate: X%
- Key themes: [positive], [negative]
- vs. Competitors: [behind/ahead by X reviews]

## Local Schema: XX/100  █████░░░░░
- Schema type: [current] → Recommended: [industry subtype]
- [Missing markup elements]

## Competitor Benchmark: XX/100  ██████░░░░
- Local Pack position: #X of 3
- Review gap: [X reviews behind leader]
- Attribute gap: [X/Y vs competitor avg]
- [Top 3 gaps to close]

## Ask Maps Readiness: XX/100  ████████░░
- Attributes: X/Y filled
- Q&A: X entries
- Posts: [frequency]
- Photo freshness: [last updated]

## AI Local Pack Readiness: XX/100  ███████░░░
- Traditional Pack presence: [yes/no]
- AI Pack presence: [yes/no/unknown]
- LSA opportunity: [eligible/not eligible/already running]
- Multi-channel diversification: [strong/weak]

## Multi-Location Status (if applicable): XX/100
- Locations audited: X
- Locations with unique content: X/Y
- Locations with own schema: X/Y

## Priority Actions
1. 🔴 [Critical action — suspension risk or major gap]
2. 🔴 [Critical action — competitive disadvantage]
3. 🟠 [High priority — quick win with large impact]
4. 🟠 [High priority]
5. 🟡 [Medium priority]
6. 🟢 [Quick win]

Deliverables

Integration with Other Skills

Monitoring Cadence

Ask Maps Self-Test Queries

Test your business visibility by searching these patterns in Google Maps:

"[category] near [landmark]"
"[category] with [attribute] in [city]"
"where can I [intent] near [area]"
"best [category] for [situation] in [city]"
"[category] open now with [specific need]"

Document what Gemini says. If your business is missing or described inaccurately, trace the gap back to a specific GBP field, review pattern, or website content issue.

Sources (March 2026)

• Google Official GBP Optimization Playbook (emailed March 13, 2026)
• Google Official Industry Playbooks: Food & Drink, Service, Tours & Attractions, Hotels
• Sterling Sky: "The State of Local SEO in 2026"
• Sterling Sky: "#1 Checklist to Optimize Your Google Business Profile"
• Google: Gemini Ask Maps + Immersive Navigation (announced March 12, 2026)

[PROTOCOL]: Update this header on changes, then check CLAUDE.md