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:

| 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 |