` + `<h1>` of the homepage; if still ambiguous, ask the user before continuing. - Estimated SE Ranking cost for this skill: ~15–25 credits (1 audit re-check + 3–5 SERP queries + 1 domain overview). - Firecrawl: optional with WebFetch fallback, ~6–9 Firecrawl credits if available (hard cap 12). When available, steps 4 (GBP-on-page audit), 5 (NAP extraction), and 7 (review scraping) run on the homepage + 5 sample pages + provided review URLs. Without Firecrawl those steps degrade to WebFetch-only — schema/JSON-LD detection and `tel:` / address element extraction become best-effort prose inspection. Pass `--no-firecrawl` to force WebFetch-only. - Google APIs: tier 1 (GSC) unlocks step 8b (GSC local query performance) after the local-pack rank step; tier 2 (GA4) additionally unlocks step 8c (GA4 organic-by-landing-page enrichment). See `skills/seo-google/references/cross-skill-integration.md` for the full enrichment contract. 2. **Business-type detection** - Read homepage + `/contact` + footer prose (WebFetch markdown is enough for this). - Classify as one of: - **Brick-and-Mortar** — visible street address, "Visit us at", embedded Maps iframe. - **Service Area Business (SAB)** — no street address, "serving {region}", "we come to you", `areaServed` in schema without `address.streetAddress`. - **Hybrid** — both signals present (e.g. showroom + service area). - This determines which checks apply downstream. SAB skips embedded-map and physical-address consistency. Record in `LOCAL-SEO-REPORT.md` "Snapshot". 3. **Industry-vertical detection** - From URL patterns (`/menu`, `/practice-areas`, `/listings`, `/inventory`), `<title>`, page prose, infer one of: Restaurant / Healthcare / Legal / Home Services / Real Estate / Automotive / Generic. - This routes citation-source recommendations and schema-subtype recommendations later — load `references/local-citation-sources.md` for the vertical's Tier-1 directories. 4. **GBP signals on the page** `mcp__firecrawl-mcp__firecrawl_scrape` (with `formats: ["rawHtml"]`) - Scrape homepage + `/contact` (or whichever page has the most local intent). - From `rawHtml` extract: - Embedded Google Maps iframe (`<iframe src="https://www.google.com/maps/embed?...">`) — record place ID if present. - Reviews widget / GBP rich snippet markup. - `aggregateRating` JSON-LD block (presence is the strongest signal that the site wants stars in SERPs). - Business hours visibility on page (open-at-search-time correlates with rank — Whitespark's #5 factor). - Click-to-call: count of `<a href="tel:...">` elements. - GBP profile link: any `<a href>` to `https://g.page/...` or `https://maps.app.goo.gl/...` or `https://www.google.com/maps/place/...`. - **If Firecrawl unavailable:** WebFetch markdown can detect a `tel:` link in some renderings but loses iframes and JSON-LD. Mark Maps embed / aggregateRating / GBP profile-link detection as `(skipped — Firecrawl required)`. 5. **NAP consistency** `mcp__firecrawl-mcp__firecrawl_scrape` on homepage + 5 sample pages - Sample pages: homepage, `/contact`, `/about`, plus 2 service or location pages (pick from sitemap or top traffic pages). - For each, extract: - **Visible NAP from rendered prose.** Address pattern (street + city + region + postal), phone (`tel:` href + display format), business name (logo alt, footer, schema `name`). - **NAP from JSON-LD.** Parse every `<script type="application/ld+json">` block. Pull `name`, `address.streetAddress`, `address.addressLocality`, `address.addressRegion`, `address.postalCode`, `telephone`. - **Compare across the 6 page samples + schema.** Any divergence (different phone format on the contact page vs homepage; "Suite 200" missing from one footer; schema phone in international format while page shows local format) → record in `nap-inconsistencies.csv`. - **Brick-and-mortar only:** if a Maps iframe is present, attempt to read the embedded address from the iframe URL (the place ID and address are URL-encoded). Compare to page/schema NAP. SAB skips this. - If `nap-inconsistencies.csv` is empty after the scan, write `nap-inconsistencies.csv` as a one-line file with header only and note "NAP consistent across {n} pages and schema" in `LOCAL-SEO-REPORT.md`. 6. **Local-pack rank tracking** `DATA_getSerpResults` with country/region filters - For each user-provided local keyword (or the 1–3 inferred from homepage): - Call `DATA_getSerpResults` with the user's country and the most specific region/city the API supports (use `DATA_getSerpLocations` first to confirm a valid location code if the user supplied a city). - Capture: top 10 organic, local-pack presence (yes/no), the 3 businesses in the local pack if shown (name, rating, review count), AIO presence. - Cross-check: is the target domain in the top 10 organic? Is the target business name in the local pack? - **Save the parsed result per keyword to `local-keywords.csv`** (columns: `keyword,country,location,local_pack_present,target_in_pack,target_pack_position,target_organic_position,top_pack_competitor_1,top_pack_competitor_2,top_pack_competitor_3`). - Note the local-pack-ads caveat: the SE Ranking SERP returns the AI/ads-modified pack as Google serves it. If the local pack shows ads, record that — local-pack ad density jumped from 1% to 22% of mobile US local searches in 2025–2026 per Sterling Sky. 7. **Reviews scraping** `mcp__firecrawl-mcp__firecrawl_scrape` on user-provided review URLs - **Inputs (user-provided, optional).** GBP listing URL (`https://www.google.com/maps/place/...`), Yelp business URL, Trustpilot business URL, BBB profile URL. - **For each provided URL:** scrape with `formats: ["rawHtml"]`. From the parsed DOM, extract: total review count, average rating, date of most recent review (review velocity proxy), count of owner responses on the most recent 10 reviews. - **Aggregate signals:** - Velocity: ≥1 new review in last 18 days = healthy (Sterling Sky 18-day rule). >21 days since last = "review cliff" risk. - Volume: <10 Google reviews flags below the magic threshold. - Star rating: 4.5+ matches consumer filtering thresholds (BrightLocal: 31% only consider 4.5+). - Owner-response rate on Google: <50% on recent 10 = engagement gap. - **If user provides no review URLs:** skip step 7 entirely. Note in `LOCAL-SEO-REPORT.md`: "Review platforms: not provided. To audit review health, re-run with `--reviews 'gbp_url,yelp_url,trustpilot_url'`." Don't try to discover them — review-URL discovery is a different problem (and the Maps API path is the one we don't have). 8. **On-page local-SEO audit** `DATA_getAuditReport` (existing audit) + `DATA_getIssuesByUrl` on the homepage - **Reuse the existing site audit if one is recent (<30 days, see `seo-technical-audit`).** Don't create a new audit just for local — the audit data already covers title-tag issues, missing schema, mobile usability, etc. - From the audit, surface the issues that bear on local SEO specifically: - Title / H1 missing primary city or service term. - Missing or invalid `LocalBusiness` JSON-LD. - Mobile usability issues (mobile = where "near me" happens). - Schema validation errors (broken `aggregateRating`, malformed `address`). - **Defer schema fixes to `seo-schema`.** This skill does NOT generate JSON-LD. If LocalBusiness schema is missing or broken, the deliverable says "Run `seo-schema` for paste-ready LocalBusiness markup with the correct industry subtype" — that's `seo-schema`'s job and reimplementing it here would duplicate work. 8b. **GSC local query performance** *(only if google-api.json is present, tier ≥ 1)* - Pull GSC search analytics for the target property, last 28 days, dimension=query, filtered to local-intent patterns: `python3 scripts/gsc_query.py --property "{config.default_property}" --days 28 --json` - Client-side filter the queries for: contains `near me`, contains a city/region known for the business, or ends in a place-name. Surface top 10 by impressions. - If a city-bearing query has impressions >100 and average position >10, that's a local-pack reach gap — flag in `LOCAL-SEO-REPORT.md` "Top fixes" with the GSC numbers as supporting evidence. - If property not verified for this account: surface "GSC: {target_domain} not verified — add it in Search Console" and continue. - See `skills/seo-google/references/cross-skill-integration.md` for failure modes. 8c. **GA4 organic by landing page** *(only if google-api.json is present, tier ≥ 2)* - Pull GA4 top organic landing pages, last 28 days: `python3 scripts/ga4_report.py --report top-pages --days 28 --json` - For multi-location sites, surface per-location-page sessions. If one location page captures 80%+ of organic traffic while peer location pages capture <5%, that's location-page quality variance worth flagging (probable doorway-page or thin-content risk on the underperformers). - Single-location sites: just record the homepage's organic sessions as one row in the snapshot. 9. **Citation-presence sample (best-effort)** `WebSearch` (no API key cost) - For each Tier-1 directory in the vertical's list (load `references/local-citation-sources.md`), check whether the business has a listing using `site:{directory} "{business_name}"` queries via WebSearch. - **Cap at 8 directories** (Google, Yelp, Facebook, BBB, Apple Maps, Bing Places, plus 2 vertical-specific). Anything beyond is diminishing returns and the user can run their own audit. - Record in `LOCAL-SEO-REPORT.md` "Citations" section: detected / not detected per directory, plus the URL of the listing if found. - **Caveat to surface:** WebSearch hits are a *sample*, not a comprehensive audit. A "not detected" doesn't prove absence — it proves the listing didn't surface for that specific query. Recommend a paid citation-audit tool (Whitespark, BrightLocal, Yext) for definitive coverage. 10. **Synthesise** `LOCAL-SEO-REPORT.md` - Score the 5 local dimensions on the rubric below, list top fixes (Critical / High / Medium / Low), record limitations. - Apply the verdict heuristic — see Tips. ## Output format Create a folder `seo-local-{domain-slug}-{YYYYMMDD}/` with: ``` seo-local-{domain-slug}-{YYYYMMDD}/ ├── LOCAL-SEO-REPORT.md (PRIMARY: verdict, scores, top fixes, limitations) ├── local-keywords.csv (load-bearing: per-keyword local-pack + organic positions) ├── nap-inconsistencies.csv (load-bearing: only emitted if discrepancies found) └── evidence/ ├── 01-homepage-snapshot.md (Firecrawl raw HTML extracts: NAP, schema, GBP signals) ├── 02-nap-page-samples.md (per-page NAP extracts across 5 sample URLs) ├── 03-serp-context.md (raw DATA_getSerpResults per keyword) ├── 04-reviews.md (per-platform review-page snapshots, only if user provided URLs) └── 05-citation-sample.md (raw WebSearch results per directory check) ``` `LOCAL-SEO-REPORT.md` follows this shape: ```markdown # Local SEO Report: {domain} > Snapshot dated {YYYY-MM-DD} · Country: {country} · Region: {region} · Primary keyword: "{keyword}" ## Snapshot - Business type: {Brick-and-Mortar | SAB | Hybrid} - Industry vertical: {Restaurant | Healthcare | Legal | Home Services | Real Estate | Automotive | Generic} - Pages sampled for NAP: {n} - Local keywords tracked: {n} - Local pack present on {n}/{m} keywords; target in pack on {p}/{m} - Review platforms audited: {Google, Yelp, ... | not provided} - GSC last 28d local-intent queries: {n} queries / {clicks} clicks / {impressions} impressions *(or `not configured`)* ## Verdict: {STRONG | NEEDS WORK | WEAK} {One-sentence summary anchored in dimension scores below} ## Dimension scores (0–10) | Dimension | Score | Top finding | |---|---|---| | GBP integration on page | {n}/10 | {one-line} | | NAP consistency | {n}/10 | {one-line} | | Local on-page (title/H1/contact/service pages) | {n}/10 | {one-line} | | Local-pack rank | {n}/10 | {one-line} | | Reviews & citations | {n}/10 | {one-line} | | **Composite** | {n}/10 | — | ## Top fixes ### Critical 1. {Specific fix anchored in a finding above. Example: "NAP discrepancy: footer shows '(212) 555-1234' but JSON-LD shows '+1-212-555-9999'. Pick one canonical phone, fix the wrong one." Cite the page/schema source.} ### High - {fix} ### Medium - {fix} ### Low - {fix} ## Local-pack rank summary - "{keyword 1}": local pack {present/absent}, target {in pack at #n / not in pack}, organic position {n}. - "{keyword 2}": … - (Full data: `local-keywords.csv`) ## Reviews health (if audited) - Google: {n} reviews, {rating} avg, last review {n} days ago, owner response rate {p}%. - Yelp: … - Trustpilot: … ## Citation sample - Google Business: {detected / not detected via site:google.com "..." search} - Yelp: … - Facebook: … - BBB: … - Apple Business Connect: … - Bing Places: … - {vertical-specific 1}: … - {vertical-specific 2}: … (Caveat: this is a sample, not a comprehensive citation audit. For definitive coverage, use Whitespark / BrightLocal / Yext.) ## Schema status - LocalBusiness JSON-LD: {present and valid / present but missing recommended properties / invalid / absent} - Recommended next step: run `seo-schema {homepage_url}` for paste-ready LocalBusiness markup with the correct industry subtype. ## Limitations This skill could NOT assess: - **Geo-grid local-pack rank by lat/long.** Requires a Maps API (e.g. DataForSEO Maps geo-grid endpoint) we don't have. Workaround: pay for Local Falcon, GMB Crush, or BrightLocal Local Search Grid. - **Comprehensive citation audit.** WebSearch sampling covers ~8 directories; full audits cover 50+. Use Whitespark, BrightLocal, or Yext. - **GBP Insights data.** Requires GBP API access scoped to the listing owner. Ask the listing owner to export Insights and share. - **Real-time local-pack rank tracking over time.** This skill is a snapshot. Use SE Ranking's project-level rank tracker (`PROJECT_runPositionCheck`) or pair with `seo-drift` for diff snapshots. - **DataForSEO Business Listings.** Not in our backend; if the user needs it, they'd need to subscribe to DataForSEO directly. ``` `local-keywords.csv` columns: `keyword,country,location,local_pack_present,target_in_pack,target_pack_position,target_organic_position,top_pack_competitor_1,top_pack_competitor_2,top_pack_competitor_3,aio_present` `nap-inconsistencies.csv` columns: `source,name,address,phone,page_or_schema_path,canonical_value,divergence_note` ## Tips - Respect SE Ranking Data API rate limit: 10 requests per second. Pace the per-keyword `DATA_getSerpResults` calls sequentially. - Call `DATA_getCreditBalance` before running. ~15–25 SE Ranking credits typical, plus 6–12 Firecrawl credits when Firecrawl is installed. - Verdict heuristic: - **STRONG**: composite ≥7/10, NAP consistent across all sampled pages, target in local pack on majority of keywords, valid LocalBusiness schema with industry-correct subtype, ≥10 Google reviews with healthy velocity. - **NEEDS WORK**: composite 4–6.9/10, OR 1+ NAP discrepancy, OR target out of local pack on majority of keywords. The "Top fixes" section is the deliverable here — most local-SEO audits land in this bucket. - **WEAK**: composite <4/10, OR no LocalBusiness schema and no NAP visible on page, OR target absent from local pack on every tracked keyword. Substantial work required across multiple dimensions. - Don't generate LocalBusiness schema in this skill. **Always** defer to `seo-schema` for that — it has the rich-results validation and industry-subtype routing this skill doesn't replicate. - Don't generate review URLs from search results. If the user didn't provide a Yelp/Trustpilot/BBB URL, skip review scraping and tell the user to provide URLs in a re-run. Discovering review URLs from a domain is unreliable. - For multi-location sites with >5 locations, audit one location page per region rather than one per location — the local audit pattern repeats per location, so a sample establishes the baseline. If location-page quality variance is the suspected issue, pair with `seo-content-audit` on a sample of location pages. - AI-search local context (ChatGPT, Perplexity, AI Overviews) is **not** this skill's job — pair with `seo-geo` (URL-level GEO) or `seo-ai-search-share-of-voice` (domain-level brand visibility) for AI-search local visibility. - The 18-day review velocity rule (Sterling Sky) is the most actionable single number from review-platform analysis. If the most recent review is >21 days old, that's a leading indicator of upcoming local-pack rank drop — flag as Critical regardless of star rating. - Citation directories per vertical: load `references/local-citation-sources.md`. The list is curated to the directories that move the needle (Tier 1 + vertical-specific), not the long tail. - Pair with `seo-technical-audit` if site-wide technical-SEO issues surface in step 8 — this skill scopes to local-relevant findings, not the full audit.

# SEO Local > Local SEO audit for brick-and-mortar, service-area, and multi-location businesses. Covers Google Business Profile signals on the website, NAP consistency across page and schema, local-pack rank tracking, citation samples on Tier-1 directories, and reviews on Google / Yelp / Trustpilot. Distinct from `seo-page` (URL-level keywords, no local layer) and from `seo-schema` (which generates LocalBusiness markup — this skill defers to it). Use when the user asks "local SEO", "GBP", "Google Business Profile", "NAP", "local pack", "citations", "near me", "service area", or "multi-location SEO". - Skill: `seranking/seo-local` (Agent Skill, multi-file: 2 files) - Install (CLI): `npx skillmds@latest add seranking/seo-local` - Raw SKILL.md: https://api.skillmd.com/api/skills/seranking/seo-local/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Marketing & Growth - Author: seranking (https://skillmd.com/u/seranking) - Updated: 2026-09-17 - Page: https://skillmd.com/skills/seranking/seo-local --- > Example output: [examples/seo-local-sweetgreen-com-20260514/LOCAL-SEO-REPORT.md](../../examples/seo-local-sweetgreen-com-20260514/LOCAL-SEO-REPORT.md) # Local SEO Score a local business's website against the signals that drive local-pack and "near me" visibility — GBP integration on the page, NAP consistency, on-page local intent, citation footprint on Tier-1 directories, review-platform presence, and local-pack rank for the business's primary keywords. Deliverable is one prioritised fix list, anchored in observable signals. > Adapted from [`AgriciDaniel/claude-seo`](https://github.com/AgriciDaniel/claude-seo)'s `seo-local` skill (MIT). Concept and dimension structure mirror the upstream; backend rewired to SE Ranking + Firecrawl + Google APIs. DataForSEO Maps geo-grid and Business Listings checks from the upstream are dropped (no equivalent backend) — see "Limitations" in the deliverable. ## Prerequisites - SE Ranking MCP server connected (used for local-pack rank, on-page audit data, domain context). - Claude's `WebFetch` tool available (used for sense-check fallback when Firecrawl is unavailable). - User provides: (a) a target domain or homepage URL, (b) at least one primary local keyword (e.g. `"dentist Brooklyn"`, `"plumber near me"`), (c) target country and ideally city/region for local-pack scoping. Optional: GBP listing URL, Yelp/Trustpilot URLs for review scraping. ## Process 1. **Validate target & preflight.** See `skills/seo-firecrawl/references/preflight.md` for the canonical 3-stage preflight (credit balance, Firecrawl availability, Google APIs). Skill-specific notes: - Normalise the target (strip protocol from domain; confirm homepage is fetchable). Confirm at least one local keyword was provided — if none, infer from `` + `<h1>` of the homepage; if still ambiguous, ask the user before continuing. - Estimated SE Ranking cost for this skill: ~15–25 credits (1 audit re-check + 3–5 SERP queries + 1 domain overview). - Firecrawl: optional with WebFetch fallback, ~6–9 Firecrawl credits if available (hard cap 12). When available, steps 4 (GBP-on-page audit), 5 (NAP extraction), and 7 (review scraping) run on the homepage + 5 sample pages + provided review URLs. Without Firecrawl those steps degrade to WebFetch-only — schema/JSON-LD detection and `tel:` / address element extraction become best-effort prose inspection. Pass `--no-firecrawl` to force WebFetch-only. - Google APIs: tier 1 (GSC) unlocks step 8b (GSC local query performance) after the local-pack rank step; tier 2 (GA4) additionally unlocks step 8c (GA4 organic-by-landing-page enrichment). See `skills/seo-google/references/cross-skill-integration.md` for the full enrichment contract. 2. **Business-type detection** - Read homepage + `/contact` + footer prose (WebFetch markdown is enough for this). - Classify as one of: - **Brick-and-Mortar** — visible street address, "Visit us at", embedded Maps iframe. - **Service Area Business (SAB)** — no street address, "serving {region}", "we come to you", `areaServed` in schema without `address.streetAddress`. - **Hybrid** — both signals present (e.g. showroom + service area). - This determines which checks apply downstream. SAB skips embedded-map and physical-address consistency. Record in `LOCAL-SEO-REPORT.md` "Snapshot". 3. **Industry-vertical detection** - From URL patterns (`/menu`, `/practice-areas`, `/listings`, `/inventory`), `<title>`, page prose, infer one of: Restaurant / Healthcare / Legal / Home Services / Real Estate / Automotive / Generic. - This routes citation-source recommendations and schema-subtype recommendations later — load `references/local-citation-sources.md` for the vertical's Tier-1 directories. 4. **GBP signals on the page** `mcp__firecrawl-mcp__firecrawl_scrape` (with `formats: ["rawHtml"]`) - Scrape homepage + `/contact` (or whichever page has the most local intent). - From `rawHtml` extract: - Embedded Google Maps iframe (`<iframe src="https://www.google.com/maps/embed?...">`) — record place ID if present. - Reviews widget / GBP rich snippet markup. - `aggregateRating` JSON-LD block (presence is the strongest signal that the site wants stars in SERPs). - Business hours visibility on page (open-at-search-time correlates with rank — Whitespark's #5 factor). - Click-to-call: count of `<a href="tel:...">` elements. - GBP profile link: any `<a href>` to `https://g.page/...` or `https://maps.app.goo.gl/...` or `https://www.google.com/maps/place/...`. - **If Firecrawl unavailable:** WebFetch markdown can detect a `tel:` link in some renderings but loses iframes and JSON-LD. Mark Maps embed / aggregateRating / GBP profile-link detection as `(skipped — Firecrawl required)`. 5. **NAP consistency** `mcp__firecrawl-mcp__firecrawl_scrape` on homepage + 5 sample pages - Sample pages: homepage, `/contact`, `/about`, plus 2 service or location pages (pick from sitemap or top traffic pages). - For each, extract: - **Visible NAP from rendered prose.** Address pattern (street + city + region + postal), phone (`tel:` href + display format), business name (logo alt, footer, schema `name`). - **NAP from JSON-LD.** Parse every `<script type="application/ld+json">` block. Pull `name`, `address.streetAddress`, `address.addressLocality`, `address.addressRegion`, `address.postalCode`, `telephone`. - **Compare across the 6 page samples + schema.** Any divergence (different phone format on the contact page vs homepage; "Suite 200" missing from one footer; schema phone in international format while page shows local format) → record in `nap-inconsistencies.csv`. - **Brick-and-mortar only:** if a Maps iframe is present, attempt to read the embedded address from the iframe URL (the place ID and address are URL-encoded). Compare to page/schema NAP. SAB skips this. - If `nap-inconsistencies.csv` is empty after the scan, write `nap-inconsistencies.csv` as a one-line file with header only and note "NAP consistent across {n} pages and schema" in `LOCAL-SEO-REPORT.md`. 6. **Local-pack rank tracking** `DATA_getSerpResults` with country/region filters - For each user-provided local keyword (or the 1–3 inferred from homepage): - Call `DATA_getSerpResults` with the user's country and the most specific region/city the API supports (use `DATA_getSerpLocations` first to confirm a valid location code if the user supplied a city). - Capture: top 10 organic, local-pack presence (yes/no), the 3 businesses in the local pack if shown (name, rating, review count), AIO presence. - Cross-check: is the target domain in the top 10 organic? Is the target business name in the local pack? - **Save the parsed result per keyword to `local-keywords.csv`** (columns: `keyword,country,location,local_pack_present,target_in_pack,target_pack_position,target_organic_position,top_pack_competitor_1,top_pack_competitor_2,top_pack_competitor_3`). - Note the local-pack-ads caveat: the SE Ranking SERP returns the AI/ads-modified pack as Google serves it. If the local pack shows ads, record that — local-pack ad density jumped from 1% to 22% of mobile US local searches in 2025–2026 per Sterling Sky. 7. **Reviews scraping** `mcp__firecrawl-mcp__firecrawl_scrape` on user-provided review URLs - **Inputs (user-provided, optional).** GBP listing URL (`https://www.google.com/maps/place/...`), Yelp business URL, Trustpilot business URL, BBB profile URL. - **For each provided URL:** scrape with `formats: ["rawHtml"]`. From the parsed DOM, extract: total review count, average rating, date of most recent review (review velocity proxy), count of owner responses on the most recent 10 reviews. - **Aggregate signals:** - Velocity: ≥1 new review in last 18 days = healthy (Sterling Sky 18-day rule). >21 days since last = "review cliff" risk. - Volume: <10 Google reviews flags below the magic threshold. - Star rating: 4.5+ matches consumer filtering thresholds (BrightLocal: 31% only consider 4.5+). - Owner-response rate on Google: <50% on recent 10 = engagement gap. - **If user provides no review URLs:** skip step 7 entirely. Note in `LOCAL-SEO-REPORT.md`: "Review platforms: not provided. To audit review health, re-run with `--reviews 'gbp_url,yelp_url,trustpilot_url'`." Don't try to discover them — review-URL discovery is a different problem (and the Maps API path is the one we don't have). 8. **On-page local-SEO audit** `DATA_getAuditReport` (existing audit) + `DATA_getIssuesByUrl` on the homepage - **Reuse the existing site audit if one is recent (<30 days, see `seo-technical-audit`).** Don't create a new audit just for local — the audit data already covers title-tag issues, missing schema, mobile usability, etc. - From the audit, surface the issues that bear on local SEO specifically: - Title / H1 missing primary city or service term. - Missing or invalid `LocalBusiness` JSON-LD. - Mobile usability issues (mobile = where "near me" happens). - Schema validation errors (broken `aggregateRating`, malformed `address`). - **Defer schema fixes to `seo-schema`.** This skill does NOT generate JSON-LD. If LocalBusiness schema is missing or broken, the deliverable says "Run `seo-schema` for paste-ready LocalBusiness markup with the correct industry subtype" — that's `seo-schema`'s job and reimplementing it here would duplicate work. 8b. **GSC local query performance** *(only if google-api.json is present, tier ≥ 1)* - Pull GSC search analytics for the target property, last 28 days, dimension=query, filtered to local-intent patterns: `python3 scripts/gsc_query.py --property "{config.default_property}" --days 28 --json` - Client-side filter the queries for: contains `near me`, contains a city/region known for the business, or ends in a place-name. Surface top 10 by impressions. - If a city-bearing query has impressions >100 and average position >10, that's a local-pack reach gap — flag in `LOCAL-SEO-REPORT.md` "Top fixes" with the GSC numbers as supporting evidence. - If property not verified for this account: surface "GSC: {target_domain} not verified — add it in Search Console" and continue. - See `skills/seo-google/references/cross-skill-integration.md` for failure modes. 8c. **GA4 organic by landing page** *(only if google-api.json is present, tier ≥ 2)* - Pull GA4 top organic landing pages, last 28 days: `python3 scripts/ga4_report.py --report top-pages --days 28 --json` - For multi-location sites, surface per-location-page sessions. If one location page captures 80%+ of organic traffic while peer location pages capture <5%, that's location-page quality variance worth flagging (probable doorway-page or thin-content risk on the underperformers). - Single-location sites: just record the homepage's organic sessions as one row in the snapshot. 9. **Citation-presence sample (best-effort)** `WebSearch` (no API key cost) - For each Tier-1 directory in the vertical's list (load `references/local-citation-sources.md`), check whether the business has a listing using `site:{directory} "{business_name}"` queries via WebSearch. - **Cap at 8 directories** (Google, Yelp, Facebook, BBB, Apple Maps, Bing Places, plus 2 vertical-specific). Anything beyond is diminishing returns and the user can run their own audit. - Record in `LOCAL-SEO-REPORT.md` "Citations" section: detected / not detected per directory, plus the URL of the listing if found. - **Caveat to surface:** WebSearch hits are a *sample*, not a comprehensive audit. A "not detected" doesn't prove absence — it proves the listing didn't surface for that specific query. Recommend a paid citation-audit tool (Whitespark, BrightLocal, Yext) for definitive coverage. 10. **Synthesise** `LOCAL-SEO-REPORT.md` - Score the 5 local dimensions on the rubric below, list top fixes (Critical / High / Medium / Low), record limitations. - Apply the verdict heuristic — see Tips. ## Output format Create a folder `seo-local-{domain-slug}-{YYYYMMDD}/` with: ``` seo-local-{domain-slug}-{YYYYMMDD}/ ├── LOCAL-SEO-REPORT.md (PRIMARY: verdict, scores, top fixes, limitations) ├── local-keywords.csv (load-bearing: per-keyword local-pack + organic positions) ├── nap-inconsistencies.csv (load-bearing: only emitted if discrepancies found) └── evidence/ ├── 01-homepage-snapshot.md (Firecrawl raw HTML extracts: NAP, schema, GBP signals) ├── 02-nap-page-samples.md (per-page NAP extracts across 5 sample URLs) ├── 03-serp-context.md (raw DATA_getSerpResults per keyword) ├── 04-reviews.md (per-platform review-page snapshots, only if user provided URLs) └── 05-citation-sample.md (raw WebSearch results per directory check) ``` `LOCAL-SEO-REPORT.md` follows this shape: ```markdown # Local SEO Report: {domain} > Snapshot dated {YYYY-MM-DD} · Country: {country} · Region: {region} · Primary keyword: "{keyword}" ## Snapshot - Business type: {Brick-and-Mortar | SAB | Hybrid} - Industry vertical: {Restaurant | Healthcare | Legal | Home Services | Real Estate | Automotive | Generic} - Pages sampled for NAP: {n} - Local keywords tracked: {n} - Local pack present on {n}/{m} keywords; target in pack on {p}/{m} - Review platforms audited: {Google, Yelp, ... | not provided} - GSC last 28d local-intent queries: {n} queries / {clicks} clicks / {impressions} impressions *(or `not configured`)* ## Verdict: {STRONG | NEEDS WORK | WEAK} {One-sentence summary anchored in dimension scores below} ## Dimension scores (0–10) | Dimension | Score | Top finding | |---|---|---| | GBP integration on page | {n}/10 | {one-line} | | NAP consistency | {n}/10 | {one-line} | | Local on-page (title/H1/contact/service pages) | {n}/10 | {one-line} | | Local-pack rank | {n}/10 | {one-line} | | Reviews & citations | {n}/10 | {one-line} | | **Composite** | {n}/10 | — | ## Top fixes ### Critical 1. {Specific fix anchored in a finding above. Example: "NAP discrepancy: footer shows '(212) 555-1234' but JSON-LD shows '+1-212-555-9999'. Pick one canonical phone, fix the wrong one." Cite the page/schema source.} ### High - {fix} ### Medium - {fix} ### Low - {fix} ## Local-pack rank summary - "{keyword 1}": local pack {present/absent}, target {in pack at #n / not in pack}, organic position {n}. - "{keyword 2}": … - (Full data: `local-keywords.csv`) ## Reviews health (if audited) - Google: {n} reviews, {rating} avg, last review {n} days ago, owner response rate {p}%. - Yelp: … - Trustpilot: … ## Citation sample - Google Business: {detected / not detected via site:google.com "..." search} - Yelp: … - Facebook: … - BBB: … - Apple Business Connect: … - Bing Places: … - {vertical-specific 1}: … - {vertical-specific 2}: … (Caveat: this is a sample, not a comprehensive citation audit. For definitive coverage, use Whitespark / BrightLocal / Yext.) ## Schema status - LocalBusiness JSON-LD: {present and valid / present but missing recommended properties / invalid / absent} - Recommended next step: run `seo-schema {homepage_url}` for paste-ready LocalBusiness markup with the correct industry subtype. ## Limitations This skill could NOT assess: - **Geo-grid local-pack rank by lat/long.** Requires a Maps API (e.g. DataForSEO Maps geo-grid endpoint) we don't have. Workaround: pay for Local Falcon, GMB Crush, or BrightLocal Local Search Grid. - **Comprehensive citation audit.** WebSearch sampling covers ~8 directories; full audits cover 50+. Use Whitespark, BrightLocal, or Yext. - **GBP Insights data.** Requires GBP API access scoped to the listing owner. Ask the listing owner to export Insights and share. - **Real-time local-pack rank tracking over time.** This skill is a snapshot. Use SE Ranking's project-level rank tracker (`PROJECT_runPositionCheck`) or pair with `seo-drift` for diff snapshots. - **DataForSEO Business Listings.** Not in our backend; if the user needs it, they'd need to subscribe to DataForSEO directly. ``` `local-keywords.csv` columns: `keyword,country,location,local_pack_present,target_in_pack,target_pack_position,target_organic_position,top_pack_competitor_1,top_pack_competitor_2,top_pack_competitor_3,aio_present` `nap-inconsistencies.csv` columns: `source,name,address,phone,page_or_schema_path,canonical_value,divergence_note` ## Tips - Respect SE Ranking Data API rate limit: 10 requests per second. Pace the per-keyword `DATA_getSerpResults` calls sequentially. - Call `DATA_getCreditBalance` before running. ~15–25 SE Ranking credits typical, plus 6–12 Firecrawl credits when Firecrawl is installed. - Verdict heuristic: - **STRONG**: composite ≥7/10, NAP consistent across all sampled pages, target in local pack on majority of keywords, valid LocalBusiness schema with industry-correct subtype, ≥10 Google reviews with healthy velocity. - **NEEDS WORK**: composite 4–6.9/10, OR 1+ NAP discrepancy, OR target out of local pack on majority of keywords. The "Top fixes" section is the deliverable here — most local-SEO audits land in this bucket. - **WEAK**: composite <4/10, OR no LocalBusiness schema and no NAP visible on page, OR target absent from local pack on every tracked keyword. Substantial work required across multiple dimensions. - Don't generate LocalBusiness schema in this skill. **Always** defer to `seo-schema` for that — it has the rich-results validation and industry-subtype routing this skill doesn't replicate. - Don't generate review URLs from search results. If the user didn't provide a Yelp/Trustpilot/BBB URL, skip review scraping and tell the user to provide URLs in a re-run. Discovering review URLs from a domain is unreliable. - For multi-location sites with >5 locations, audit one location page per region rather than one per location — the local audit pattern repeats per location, so a sample establishes the baseline. If location-page quality variance is the suspected issue, pair with `seo-content-audit` on a sample of location pages. - AI-search local context (ChatGPT, Perplexity, AI Overviews) is **not** this skill's job — pair with `seo-geo` (URL-level GEO) or `seo-ai-search-share-of-voice` (domain-level brand visibility) for AI-search local visibility. - The 18-day review velocity rule (Sterling Sky) is the most actionable single number from review-platform analysis. If the most recent review is >21 days old, that's a leading indicator of upcoming local-pack rank drop — flag as Critical regardless of star rating. - Citation directories per vertical: load `references/local-citation-sources.md`. The list is curated to the directories that move the needle (Tier 1 + vertical-specific), not the long tail. - Pair with `seo-technical-audit` if site-wide technical-SEO issues surface in step 8 — this skill scopes to local-relevant findings, not the full audit.