/seo-local-unified

name: seo-local-unified
description: Audits and optimizes local SEO — Google Business Profile, NAP consistency, citations, review velocity, and LocalBusiness schema. Uses DataForSEO or Google Places for maps intelligence (geo-grid rank tracking, GBP API audit, competitor radius, Share of Local Voice) when connected; otherwise delivers the full strategy, NAP matrix, and schema by hand. Trigger when the user says "local SEO", "Google Business Profile", "map pack", "NAP consistency", "citations", "geo-grid rank tracking", "multi-location SEO", or "Share of Local Voice".

seo-local-unified

**Family:** seo **Status:** Stable

Purpose

The complete local SEO surface in one skill. Combines local strategy (GBP, NAP, citations, reviews, schema) with maps intelligence (geo-grid tracking, GBP API, SoLV) because they operate together. The **free path covers strategy + schema + NAP**; the **intelligence layer is optional** (DataForSEO / Google Places).

Triggers

• "local seo" / "local rankings" / "map pack" / "local pack"
• "google business profile" / "gbp" / "citations" / "nap consistency"
• "service area" / "multi-location"
• "geo-grid" / "rank tracking" / "review velocity" / "share of local voice" / "solv"

Inputs

• Business name + primary address; service area or location set
• Vertical / industry
• Data tier: free (strategy+schema) | DataForSEO | DataForSEO + Google Places

Steps

1. **GBP optimization** (free): category selection, services, attributes, description, photos, posts cadence, Q&A. 2. **NAP consistency** (free): confirm the exact same Name/Address/Phone format across the site, GBP, and major directories. Feed the citations the user lists to `nap_check.py`, which normalizes each NAP (so "St" vs "Street" and phone formatting don't false-flag) and diffs them against a canonical listing to surface the *real* mismatches — the silent local-ranking killer. Normalization rules + the severity model: `references/seo-local-unified/nap-normalization.md`. 3. **Citations & reviews** (free): identify the priority directories for the vertical; set a review-velocity + response plan (don't gate/buy reviews — policy risk). 4. **LocalBusiness schema** via `seo-schema`: `name` + `address` required; add `telephone`, `geo`, `openingHoursSpecification`; multi-location → per-location pages each with its own schema and a clean URL. 5. **Geo-grid / Share of Local Voice.** Local rank is geographic, so sample it on a lattice. `geogrid.py` builds an N×N grid around a center/address (free OSM Nominatim) and computes **Share of Local Voice** + coverage / top-3 / avg-rank over per-point rank data — fully offline once you have the ranks. The SoLV formula + grid math: `references/seo-local-unified/solv-geogrid-formula.md`. *Live* per-point ranks come from a maps connector (Tier 1) when present; otherwise the user supplies them (manual checks) and the math runs free. 6. **Intelligence (optional, Tier 1).** If DataForSEO/Places are configured, add live geo-grid rank acquisition, GBP profile audit via API, cross-platform NAP verification, competitor radius map, and review ratings. If not, say what each adds. 7. **Render** a unified local report: strategy actions, NAP matrix, SoLV/geo-grid, schema, and (when available) the Tier-1 intelligence visuals.

Capability routing

This skill follows the plugin's capability-tier cascade (`references/CAPABILITY-TIERS.md`) and always returns a complete local plan:

1. **Tier 1 — DataForSEO / Google Places MCP.** When connected, pull live per-point SERP rank acquisition for the geo-grid, GBP profile data, review ratings, and cross-platform citation status. 2. **Tier 2 — built-in (the default).** Otherwise `nap_check.py` builds the normalized NAP-consistency matrix and `geogrid.py` computes Share of Local Voice + coverage/top-3/avg-rank over supplied rank data (free OSM Nominatim for the grid center). This is the product — a real NAP audit + SoLV math with zero spend. 3. **Tier 4 — guided.** If no maps data is available, deliver the NAP matrix, the GBP checklist, and a built grid to fill in by hand, and name a maps MCP as the way to add live geo-grid rank tracking.

capability:   local-maps
tier1:        DataForSEO / Google Places MCP
tier1_signal: DATAFORSEO_USERNAME | GOOGLE_API_KEY
tier2:        nap_check.py (NAP consistency matrix) + geogrid.py (SoLV geo-grid math, free OSM Nominatim)
tier2_yields: normalized NAP-consistency matrix + Share-of-Local-Voice over a supplied grid, zero spend
tier3:        none
tier3_signal: none
tier4:        manual NAP + GBP checklist and a built grid to fill in; add a maps MCP for live geo-grid rank tracking
needs_tier1:  live per-point SERP rank, GBP review ratings, citation index count

Always end by stating which tier ran and what live maps data a higher tier would add.

Outputs

| Output | What it contains | Format | Quality bar (how it is scored) | |---|---|---|---| | Unified local report | strategy actions (GBP, citations, reviews) + NAP matrix + SoLV + schema | md | every action is specific + prioritized; no "improve your SEO" filler | | NAP consistency matrix | per-listing name/address/phone match vs canonical, normalized | JSON (`nap_check.py`) + md table | formatting-only diffs normalize away; every real divergence carries a HIGH/MEDIUM severity + the exact fix target | | SoLV / geo-grid | Share of Local Voice + coverage/top-3/avg-rank over the grid | JSON (`geogrid.py`) + visual | math reproduces on the golden grid; a never-found grid scores 0 (no fabricated rank) | | LocalBusiness schema | `name`+`address` (req) + `telephone`/`geo`/hours; per-location for multi | JSON-LD (via `seo-schema`) | validates; one block per location with a clean URL | | Tier line | which tier ran + what live maps data Tier 1 would add | one sentence | states the tier honestly; review ratings / live ranks shipped as `needs_tier1`, neve