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:
| Field | Required | Example |
|---|---|---|
| Business name | ✅ | "Blue Bottle Coffee" |
| Website URL | ✅ | "https://bluebottlecoffee.com" |
| Business category | ✅ | "Coffee shop" |
| Service area / city | ✅ | "San Francisco, CA" |
| GBP URL (if known) | Optional | Google Maps link |
| Target keywords | Optional | "specialty coffee SF" |
| Competitors (2-3) | Optional | Names or GBP URLs |
| Multi-location? | Optional | Number of locations |
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).
| # | Field | Weight | Check |
|---|---|---|---|
| 1 | Business Information | Critical | Accurate name (no keyword stuffing), address matches license, local phone |
| 2 | Business Category | Critical | Most specific primary category from 4,100+ options. Wrong category = ranking disaster (documented case: #1 → #31 from wrong category) |
| 3 | Business Description | High | 750 chars, concise overview of offerings + what makes you unique, natural language |
| 4 | Business Hours | High | Complete including holidays/special hours. Longer hours = ranking advantage (24/7 via answering service outperforms limited hours) |
| 5 | Service Area | High | Define geographical service region (service-area businesses) |
| 6 | Attributes | High | All relevant (WiFi, parking, outdoor, wheelchair access, etc.) |
| 7 | Photos & Videos | High | 15+ quality photos, refresh quarterly. 100+ photos = 520% more calls, 2700% more direction requests |
| 8 | Google Posts | High | Weekly cadence: updates, offers, events. Post 1-2x/week minimum — freshness is a top-tier ranking signal in 2026 |
| 9 | Social Links | Medium | Link up to 7 social profiles (5 display). Google may show social posts in profile |
| 10 | Chat Links | Medium | Add WhatsApp or SMS Chat for direct customer communication |
| 11 | Bookings & Orders | Medium | Enable Reserve with Google, booking links, order buttons. 77% of consumers expect online booking |
| 12 | Products/Services | High | Complete list with descriptions. Add all pre-defined + custom services |
| 13 | Manage Reviews | Critical | Actively monitor and respond to every review |
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)
| Tip | Why |
|---|---|
| Set opening date to oldest legitimate date | Builds credibility. Use company history, not just current location opening. Google may populate a random date if blank |
| Extend business hours when possible | Google favors accessible businesses. 24/7 via answering service = ranking advantage |
| Do NOT link GBP to a page with existing organic rankings | Google penalizes duplicate ranking — use a dedicated local page |
| Remove "onsite services" and "online appointment" attributes | They hide review visibility from your profile |
| Add up to 7 social profiles | Only 5 display. Google may show social posts. This is a secondary credibility layer for AI engines |
GBP Suspension Red Lines
These actions will get your GBP suspended — never do them:
| Violation | Example | Risk |
|---|---|---|
| Keyword stuffing in business name | "Joe's Coffee - Best Coffee Shop San Francisco CA" | Immediate suspension |
| Fake address / virtual office | Using a PO Box or coworking space you don't occupy | Suspension + permanent distrust |
| Wrong category to game rankings | Plumber listing as "Emergency Service" | Suspension + ranking penalty |
| Multiple listings for same location | Creating 2 GBPs for one address | Both suspended |
| Fake reviews / review gating | Buying reviews or only asking happy customers | Review removal + penalty |
| Stock photos as business photos | Using generic images not of actual business | Photo removal + trust penalty |
| Operating outside stated area | SAB claiming service areas you don't serve | Ranking penalty |
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:
| Platform | URL to Check | Fields to Extract | Priority |
|---|---|---|---|
| Google Business Profile | GBP URL (from Step 1) | Name, address, phone, website, hours | Critical |
| Website footer | [domain] — check footer/contact | Name, address, phone | Critical |