---
name: local-seo-plan
description: "Creates local SEO strategies with Google Business Profile optimization, citation building, and review generation. Use when improving visibility for local searches."
allowed-tools: Read Write Glob
metadata:
  author: matthewhitcham
  version: "1.0"
---

# Local SEO Plan

## When to Use This Skill

Use this skill when you need to:
- Improve local search rankings for a location-based business
- Optimize a Google Business Profile for maximum visibility
- Build a citation and review generation strategy
- Create localized content that targets "[service] near me" and city-specific searches

**DO NOT** use this skill for businesses without a physical location or service area, national SEO campaigns, or e-commerce stores. This is for businesses that serve local customers.

---

## Core Principle

LOCAL SEO IS WON ON THREE FRONTS: YOUR GOOGLE BUSINESS PROFILE, YOUR REVIEWS, AND YOUR LOCAL RELEVANCE SIGNALS — NAIL ALL THREE AND THE MAP PACK IS YOURS.

---

## Phase 1: Brief

### Required Inputs

| Input | What to Ask | Default |
|-------|------------|---------|
| **Business name** | "What is your business name?" | No default — must be provided |
| **Business type** | "What services/products do you offer locally?" | No default — must be provided |
| **Location(s)** | "What city/cities do you serve?" | No default — must be provided |
| **Google Business Profile** | "Do you have a GBP listing? Is it claimed?" | Claimed but not optimized |
| **Current reviews** | "How many Google reviews do you have? Average rating?" | Under 20 reviews |
| **Website** | "Do you have a website?" | Yes, basic site |
| **Competitors** | "Who are the top 3 local competitors?" | General awareness |

**GATE: Confirm before building the local SEO plan.**

---

## Phase 2: Local SEO Audit

### Google Business Profile Optimization

```
## GBP Optimization Checklist

**Basic Info:**
- [ ] Business name matches real-world signage (no keyword stuffing)
- [ ] Primary category is the most specific option available
- [ ] Secondary categories cover all services
- [ ] Address and service area are accurate
- [ ] Phone number matches website
- [ ] Hours are current (including holiday hours)
- [ ] Website URL is correct

**Enhanced Features:**
- [ ] Business description (750 chars, keyword-rich, natural)
- [ ] All relevant attributes selected
- [ ] Products/services section populated
- [ ] Photos: exterior, interior, team, products (20+ total)
- [ ] Google Posts: weekly updates, offers, events
- [ ] Q&A section seeded with common questions
- [ ] Messaging enabled
```

### Citation Building Plan

```
## Priority Citations

**Tier 1 (must have):**
- Google Business Profile
- Yelp
- Facebook Business Page
- Apple Maps
- Bing Places

**Tier 2 (important):**
- Yellow Pages / YP.com
- BBB (Better Business Bureau)
- Industry-specific directories
- Local chamber of commerce
- Local business directories

**Tier 3 (nice to have):**
- Foursquare
- Nextdoor Business
- MapQuest
- Superpages

**NAP Consistency Rule:**
Name, Address, Phone must be IDENTICAL across every citation.
Even small differences ("St." vs "Street") hurt rankings.
```

**GATE: Review the audit and citation plan before writing content.**

---

## Phase 3: Local Content Strategy

### Localized Pages

If the business serves multiple areas, create location-specific pages:

```
## Location Page Template

**URL:** /[service]-[city] (e.g., /plumber-austin)
**Title:** [Service] in [City] — [Business Name]
**H1:** [Service] in [City, State]
**Content:** 500-800 words covering:
  - Service description specific to the area
  - Local landmarks, neighborhoods, or references
  - Service area details
  - Local testimonials
  - Embedded Google Map
  - CTA: Call or book online
```

### Review Generation Strategy

```
## Review Generation Plan

**Ask at the right moment:**
- After a successful service/delivery
- After a positive comment or compliment
- At the completion of a project milestone

**How to ask:**
- In-person: "Would you mind leaving us a Google review?"
- Email: Follow-up email with direct Google review link
- Text: SMS with review link (if they opted in)

**Review response plan:**
- Respond to ALL reviews within 24-48 hours
- Positive: Thank them specifically, mention the service
- Negative: Acknowledge, apologize, offer to resolve offline
- Never argue publicly with a reviewer
```

### Google Posts Schedule

Weekly posts rotating between:
- Service spotlight
- Before/after photos
- Special offers
- Customer success stories
- Community involvement

---

## Phase 4: Polish

### 1. 90-Day Local SEO Roadmap

- Month 1: Optimize GBP, fix NAP consistency, submit to Tier 1 citations
- Month 2: Build Tier 2 citations, launch review generation, publish location pages
- Month 3: Start Google Posts schedule, build local backlinks, create localized blog content

### 2. Metrics to Track

- Google Business Profile views and actions (calls, directions, website clicks)
- Map pack rankings for target keywords
- Number and average rating of Google reviews
- Local organic traffic to website
- Citation accuracy score

### 3. Ongoing Maintenance

- Weekly: Google Posts, respond to reviews
- Monthly: Check citation accuracy, request reviews
- Quarterly: Update GBP photos, review local content performance

---

## Anti-Patterns

- **Keyword-stuffing the business name** — "John's Plumbing | Best Plumber Austin TX" as a GBP name violates guidelines and risks suspension.
- **Fake reviews** — buying or incentivizing fake reviews violates Google's terms and can get your listing removed.
- **Duplicate listings** — multiple GBP listings for the same business location confuse Google and split your ranking signals.
- **Ignoring negative reviews** — unresponded negative reviews tell prospects you don't care. Always respond professionally.
- **Identical location pages** — copy-pasting the same content with different city names is thin content. Each page needs unique, locally relevant content.

---

## Recovery

- **GBP listing suspended:** Follow Google's reinstatement process. Common causes: name stuffing, fake address, or policy violations.
- **Very few reviews:** Start by asking your 5 most loyal customers personally. Then systematize with a post-service email workflow.
- **Competing against a business with 500+ reviews:** Focus on review velocity (getting consistent new reviews) and GBP optimization. A well-optimized profile with 30 recent reviews can outrank one with 500 old reviews.
- **No physical address (service-area business):** Set up GBP as a service-area business. Hide the address, define the service area, and focus on the website and citations.
