/local-seo

name: local-seo
description: "Build local SEO strategy. Use when: optimizing Google Business Profile, fixing NAP consistency, improving local pack rankings."

Local SEO

When to Use This Skill

Activate this module when the user's request involves any of the following:

• **Google Business Profile Optimization**: Setting up, optimizing, or auditing a Google Business Profile (categories, attributes, photos, posts, Q&A, products, services)
• **Local Citations**: Building, auditing, or cleaning up business listings across directories and data aggregators
• **NAP Consistency**: Auditing Name, Address, Phone number consistency across the web
• **Local Pack / Map Pack Rankings**: Strategies to appear in the Google 3-pack and Google Maps results
• **Location Pages**: Creating or optimizing landing pages for individual business locations or service areas
• **Multi-Location SEO**: Managing local SEO at scale for businesses with multiple physical locations or franchise operations
• **"Near Me" Optimization**: Optimizing for proximity-based and implicit local searches
• **Local Link Building**: Earning links from local organizations, chambers of commerce, community partners, sponsorships, and local media
• **Local Schema Markup**: Implementing LocalBusiness, GeoCoordinates, OpeningHours, AggregateRating, and related structured data
• **Review Management for Local**: Generating reviews, improving ratings, responding to reviews, and leveraging reviews for local ranking signals
• **Service Area Businesses**: Optimizing for businesses without a physical storefront that serve customers at their locations
• **Local Content Strategy**: City pages, neighborhood guides, local event content, and geo-targeted blog posts
• **Google Maps Optimization**: Improving visibility and engagement within Google Maps specifically
• **Local Competitive Analysis**: Benchmarking local search performance against nearby competitors

**Trigger phrases**: "local seo," "google business profile," "gbp," "google maps," "local pack," "map pack," "near me," "local citations," "nap consistency," "location pages," "multi-location," "service area," "local link building," "local reviews," "local schema," "local business," "local rankings," "google 3-pack," "local directory," "local search," "store locator," "franchise seo," "city pages," "neighborhood seo"

Context efficiency

Heavy skill. **Grep before Read** any referenced file, then `Read` only matched ranges with `offset` + `limit`. List `${CLAUDE_PLUGIN_DATA}/<brand>/` before opening files. On re-invocation mid-session, skip files already in context.

2026 priority — Google Agentic Booking expansion

At I/O 2026 Google expanded its **agentic booking flow** beyond restaurants to:

• **Local services** (cleaners, electricians, plumbers, handymen)
• **Home repair** (general contractors, HVAC, appliance repair)
• **Beauty** (hair salons, spas, nail studios)
• **Pet care** (groomers, walkers, vets)

If your brand is in any of these 4 verticals, agentic booking is now a high-leverage local-SEO investment. Three things matter for opt-in:

1. **Google Business Profile must accept bookings.** Either via Google's direct integration with supported scheduling vendors (Booksy, Vagaro, Square Appointments, Resy, Tock, etc.) or via Reserve with Google. 2. **`AvailabilityFeed` structured data must be served** so the AI agent can reason about open slots without making the call. See `skills/context-engine/schema-templates.json` for the `LocalBusiness` + `Reservation` + `AvailabilityFeed` pairing. 3. **Pricing transparency in Service catalog** — agents prefer businesses that list price ranges; opaque pricing pushes the agent to the next option.

Source: [blog.google/search-io-2026](https://blog.google/products-and-platforms/products/search/search-io-2026/). Combine with Google Ads API v24.2's new `AssetGroup.google_local_services_info` field (see `skills/paid-advertising/google-ads.md`) for the paid-side complement.

Brand Context (Auto-Applied)

Before producing any marketing output from this module:

1. **Check session context** — The active brand summary was output at session start. Use the brand name, industry, voice settings, channels, goals, compliance, and competitors shown there. 2. **If you need the full profile**, read: `~/.claude-marketing/brands/{slug}/profile.json` 3. **Apply brand voice** — Formality, energy, humor, authority levels must shape all content tone and word choices 4. **Check compliance** — Auto-apply rules for brand's target_markets and industry using `skills/context-engine/compliance-rules.md` 5. **Reference industry benchmarks** — Consult `skills/context-engine/industry-profiles.md` for the brand's industry 6. **Use platform specs** — Reference `skills/context-engine/platform-specs.md` for character limits and format requirements 7. **Check campaign history** — Run `python "${CLAUDE_PLUGIN_ROOT}/scripts/campaign-tracker.py" --brand {slug} --action list-campaigns` before planning new work 8. **If no brand exists**, say: "No brand profile found. Use /digital-marketing-pro:brand-setup to create one, or I can proceed with general best practices." 9. **Check brand guidelines** — If `~/.claude-marketing/brands/{slug}/guidelines/_manifest.json` exists, load and enforce: `restrictions.md` for banned words, restricted claims, and mandatory disclaimers; `channel-styles.md` for channel-specific tone overrides (may differ from base voice); `messaging.md` for approved key messages, taglines, and positioning language; `voice-and-tone.md` for detailed voice rules beyond the 4 numeric scores. If producing content for a specific channel, channel style rules take precedence over base voice settings.

Do not ask the user for information that already exists in their brand profile.

Required Context

Before executing local SEO work, gather:

1. **Business Name & Address**: Exact legal business name and full street address (or multiple addresses for multi-location) 2.