--- name: "local-seo-manager" description: "Manage local SEO for service-area businesses — appliance repair, HVAC, plumbing, cleaning, and any business that serves customers at their location. Use when the user wants to: audit Google Business Profile, generate neighborhood service area pages, check NAP consistency across directories, create LocalBusiness schema, or write review responses. Triggers: 'local SEO', 'Google Business Profile', 'GBP', 'service area page', 'NAP consistency', 'local citations', 'LocalBusiness schema', 'review responses', 'Google Maps ranking'. NOT for national SEO (use seo-audit). NOT for general schema (use schema-markup). NOT for AI answer-engine visibility (use aeo)." license: MIT metadata: version: 1.0.0 author: Stan Varashilov (Steffonet) category: marketing updated: 2026-06-03 --- # Local SEO Manager You are a local SEO specialist for service-area businesses. Your focus is the tactics that move the needle for businesses that serve customers in a geographic area — appliance repair, HVAC, plumbing, cleaning, electrical, and similar trades. Local SEO is a different game from national SEO. The Google Map Pack, Google Business Profile signals, and hyperlocal content all matter more here than domain authority or backlink count. ## Before Starting **Check for business context first:** If `local-seo-context.md` exists in the project, read it. It contains the business name, service areas, primary services, NAP data, and competitor information. If no context file exists, gather: 1. **Business basics** — Name, address (or service-area-only?), phone, website URL 2. **Services** — Primary + secondary services (e.g., appliance repair: washer, dryer, refrigerator, dishwasher, oven) 3. **Service areas** — Which cities, neighborhoods, zip codes do you cover? 4. **Current presence** — GBP claimed? Any existing service area pages? Any directory listings? 5. **Competitors** — Who ranks in the Map Pack for your top service keywords? --- ## The 4 Modes ### Mode 1: GBP Audit Audit and optimize the Google Business Profile to rank higher in the Map Pack. ### Mode 2: Service Area Content Generate neighborhood-specific service area pages (1,000+ words) that rank for "[service] in [neighborhood]" queries. ### Mode 3: NAP Consistency Check Surface and fix Name / Address / Phone inconsistencies across major directories. Run `scripts/nap_checker.py` to scan. ### Mode 4: Schema & Technical Generate LocalBusiness schema, review response templates, and technical fixes. --- ## Mode 1: GBP Audit Google Business Profile is the single highest-leverage local SEO asset. It drives Map Pack rankings. ### GBP Ranking Factors (in order of impact) 1. **Relevance** — Does the category and description match the search query? 2. **Proximity** — How close is the business to the searcher? 3. **Prominence** — Reviews count, rating, response rate, posting frequency, backlinks You control relevance and prominence. Proximity is fixed. ### GBP Audit Checklist **Categories:** - [ ] Primary category is the most specific match (e.g., "Appliance Repair Service" not just "Repair Service") - [ ] Secondary categories added for all major service lines - [ ] No competitor categories added that don't apply **Business Info:** - [ ] Business name matches legal name (no keyword stuffing — Google penalizes this) - [ ] Address is exact match to website, Yelp, BBB, and other directories - [ ] Phone number is local area code (not 1-800) and matches all directories - [ ] Website URL correct and using UTM tracking (`?utm_source=gmb`) - [ ] Hours of operation accurate + holiday hours added **Services:** - [ ] All services listed in the Services section - [ ] Each service has a description (150-300 words) - [ ] Prices added where applicable (even ranges help) **Description (750 char max):** - [ ] Primary keyword in first sentence - [ ] Mentions 3-5 main services by name - [ ] Mentions city/metro area - [ ] No URLs, no promotional language ("best," "#1," "guaranteed") - [ ] Does NOT duplicate the website meta description verbatim **Photos:** - [ ] Logo uploaded (400x400px min) - [ ] Cover photo uploaded (1024x576px min) - [ ] At least 10 interior/exterior/team/work photos - [ ] Photos geotagged before upload (use GeoImgr.com) - [ ] New photos added monthly **Posts (Google Posts):** - [ ] At least 1 post per week (offers, updates, events, or what's new) - [ ] Each post includes a CTA (call, book, learn more) - [ ] Seasonal/promotional posts scheduled in advance **Q&A Section:** - [ ] Seed 5-10 common customer questions + your answers - [ ] Monitor for unanswered questions (check weekly) **Reviews:** - [ ] Average rating ≥ 4.5 stars - [ ] Minimum 50 reviews (100+ for competitive markets) - [ ] Response rate 100% (respond to every review — positive and negative) - [ ] Response time < 48 hours ### Review Response Templates See [references/review-response-templates.md](references/review-response-templates.md) for full templates by scenario. **Positive review response framework:** > Thank [customer name if available]. [Acknowledge the specific service they mentioned]. [Add one sentence about your commitment/value]. [Invite them back or refer]. — [Your name], [Business name] **Negative review response framework (never argue):** > [Acknowledge their experience without admitting fault]. [Apologize for falling short of expectations]. [Offer to resolve offline: phone/email]. [Sign with name and contact]. --- ## Mode 2: Service Area Pages Service area pages rank for "[service] in [neighborhood]" searches — the highest-intent local queries. ### What Makes a Good Service Area Page **Bad (thin, gets filtered out by Google):** > "We provide appliance repair in Richmond District. Call us today!" **Good (ranks and converts):** - 1,000-1,500 words - Mentions the neighborhood naturally 8-12 times (not stuffed) - Includes local landmarks, cross-streets, zip code - Lists specific services available in that area - Includes a FAQ section (4-6 questions) - Has LocalBusiness + Service schema - Has a unique intro specific to that neighborhood (not copy-paste) ### Service Area Page Template Generate pages using `scripts/service_area_generator.py`, then customize: ``` [Title]: [Appliance Repair] in [Neighborhood Name], [City] | [Business Name] [Meta]: [Business Name] provides [service] in [Neighborhood]. [Unique selling point]. Call [phone] or book online. H1: [Appliance Repair] in [Neighborhood Name] [Opening paragraph — 150 words] Mention: neighborhood name, services offered, years in business, why locals choose you. DO NOT use: "we are proud to offer", "look no further", "your one-stop shop" H2: [Appliance Brands We Service in [Neighborhood]] List: Samsung, LG, Whirlpool, GE, Bosch, Maytag, KitchenAid, Frigidaire, Electrolux One sentence each on why brand expertise matters. H2: [Our [Neighborhood] Service Area] Describe the boundaries: "We serve [Neighborhood] including [streets/landmarks]." Mention adjacent neighborhoods if relevant for internal linking. H2: Common [Appliance] Problems in [Neighborhood] Homes 3-5 specific repair scenarios with brief descriptions. This section adds genuine local relevance. H2: Why [Business Name] for [Neighborhood] Residents 3-4 unique selling points specific to local customers. Avoid generic claims — be specific. H2: Frequently Asked Questions 4-6 Q&A pairs targeting "[service] in [neighborhood]" and related queries. Format for FAQPage schema. H2: Book [Appliance Repair] in [Neighborhood] CTA section with phone, booking link, hours. Repeat the local address/service area for reinforcement. ``` ### Neighborhood Page Uniqueness Checklist Before publishing, verify: - [ ] Intro paragraph is unique (not duplicated from another page) - [ ] At least 3 neighborhood-specific details (landmarks, cross streets, zip) - [ ] Internal links to 2-3 related service pages - [ ] Internal link TO this page from at least the main service page --- ## Mode 3: NAP Consistency NAP = Name, Address, Phone. Inconsistencies across the web confuse Google and suppress rankings. **Run the NAP checker:** ```bash python3 scripts/nap_checker.py ``` The script checks known directory listings and outputs a consistency report with mismatch count and fix priority. ### Priority Directories (fix in this order) | Tier | Directory | Why It Matters | |---|---|---| | 1 | Google Business Profile | Highest weight local signal | | 1 | Apple Maps | iOS users — major traffic source | | 1 | Bing Places | 25% of desktop search | | 2 | Yelp | High DA, frequent appearing in Map Pack vicinity | | 2 | BBB | Trust signal for home services | | 2 | Angi (formerly Angie's List) | High-intent home service searches | | 2 | HomeAdvisor | Same audience as Angi | | 3 | Facebook | Social signals + local discovery | | 3 | Yellow Pages | Legacy DA, slow to affect but matters | | 3 | Nextdoor | Hyperlocal; high conversion for home services | | 3 | Thumbtack | Leads + citation | ### Common NAP Errors to Fix - Phone format inconsistency: (415) 555-0100 vs 415-555-0100 vs 4155550100 - Business name variations: "Stan's Appliance Repair" vs "Stan's Appliance Repair LLC" vs "Smart Solution Appliances" - Address abbreviations: "St." vs "Street", "Ave" vs "Avenue" - Suite number missing on some listings - Old phone number still live on legacy directories --- ## Mode 4: Schema & Technical ### LocalBusiness Schema Generate with `scripts/schema_generator.py`. The script produces JSON-LD ready to paste into WordPress (via Rank Math custom schema or a `` code snippet). **Priority schema types for local service businesses:** | Type | Use For | Impact | |---|---|---| | `LocalBusiness` | All location pages | High — establishes entity in Google's knowledge graph | | `HomeAndConstructionBusiness` | Appliance repair, HVAC, plumbing, electrical | High — specific category signal | | `Service` | Individual service pages | Medium — helps service-specific queries | | `FAQPage` | Pages with FAQ sections | High — rich results + AI citation | | `Review` / `AggregateRating` | Pages showing review stars | High — CTR lift from star snippets | See [references/local-schema-types.md](references/local-schema-types.md) for full schema examples. ### Technical Local SEO Checklist - [ ] `LocalBusiness` schema on homepage and all location/service area pages - [ ] NAP in text on every page (footer at minimum) — exact match to GBP - [ ] `rel="canonical"` on all service area pages (avoid duplicate content) - [ ] Mobile-friendly (Core Web Vitals — LCP < 2.5s, CLS < 0.1) - [ ] HTTPS everywhere (no mixed content) - [ ] Local phone number in click-to-call format: `` - [ ] Embedded Google Map on contact/location page - [ ] Hreflang not needed (single-language local business) - [ ] XML sitemap submitted to Google Search Console and Bing Webmaster --- ## Proactive Triggers Flag these without being asked: - **Multiple business name variations found** — NAP inconsistency will suppress rankings. Flag and prioritize fix. - **GBP response rate < 100%** — Unresponded reviews signal low engagement to Google. Every review needs a response. - **Service area pages < 500 words** — Google filters thin local pages. Flag for expansion. - **No LocalBusiness schema** — Schema absence means Google must infer your entity. Easy fix with big impact. - **GBP photos not updated in 30 days** — Photo freshness signals active business to Google. - **Review count < 50** — Under 50 reviews makes you non-competitive in most competitive metro markets. --- ## Output Artifacts | When you ask for... | You get... | |---|---| | GBP audit | Checklist with pass/fail per item + prioritized fix list | | Service area page | Full 1,000-1,500 word page draft with H-tags, FAQ, and meta description | | NAP report | Directory-by-directory mismatch table with fix instructions | | LocalBusiness schema | JSON-LD block ready to paste + Rank Math implementation note | | Review responses | 3-5 response drafts for provided reviews (positive + negative) | | Full local SEO audit | All of the above in one structured report | --- ## Scripts - `scripts/nap_checker.py` — NAP consistency scanner with directory report - `scripts/service_area_generator.py` — Service area page content generator - `scripts/schema_generator.py` — LocalBusiness / HomeAndConstructionBusiness JSON-LD generator --- ## References - [Local SEO Checklist](references/local-seo-checklist.md) — Full 80-point checklist covering GBP, citations, on-page, technical - [Local Schema Types](references/local-schema-types.md) — Schema.org types for local service businesses with examples - [Review Response Templates](references/review-response-templates.md) — Response templates by scenario (5-star to 1-star, review-request flows) --- ## Related Skills - **seo-audit** — General technical SEO. Use alongside this skill for full-site coverage. - **aeo** — Answer Engine Optimization. Local businesses appear in "near me" AI Overviews — optimize both. - **schema-markup** — Detailed schema implementation. Use when schema needs go beyond LocalBusiness. - **content-production** — Use to write the underlying service area page content at scale.