| name | seo-local |
| description | Local SEO optimization: Google Business Profile post generation, 30-day posting calendars,
NAP consistency checks, local citation audits, review response templates, local keywords.
USE FOR:
- "Google Business Profile", "GBP", "Google My Business", "GMB"
- "local SEO", "local search", "map pack", "local pack"
- "GBP posts", "posting calendar", "social posts for business"
- "NAP consistency", "citations", "local listings", "directories"
- "review responses", "review templates", "respond to reviews"
- "near me keywords", "local keywords", "geo keywords"
Uses firecrawl to scrape competitor GBP profiles and local SERPs.
Multi-client: stores results in .seo/clients/{client}/local/
|
Local SEO & Google Business Profile
Load client context first. Requires gbp section in client config. See seo-keywords rules/client-setup.md.
File Organization
local/
├── gbp-posts/
│ ├── calendar-{month}-{year}.json # Monthly posting calendar
│ └── posts/
│ └── post-{date}-{slug}.md # Individual posts
├── nap-audit.json # NAP consistency results
├── citations.json # Citation audit
├── competitor-gbp-analysis.json # Competitor GBP research
└── review-templates.md # Review response templates
Competitor GBP Research
Before generating posts, research what competitors are doing:
firecrawl search "{service} {city}" --limit 20 -o .seo/clients/{slug}/local/.firecrawl/local-serps.json --json &
firecrawl search "{business_name} {city} reviews" --limit 10 -o .seo/clients/{slug}/local/.firecrawl/reviews-search.json --json &
wait
Analyze competitor patterns:
- What types of posts are they publishing? (Offers, updates, events, tips)
- How frequently are they posting?
- What CTAs are they using? (Call now, Book online, Learn more, Get offer)
- What photos are they sharing? (Team, work-in-progress, before/after, office)
- What keywords do they use naturally in posts?
GBP Post Types
1. What's New (Updates)
- Business updates, new services, team news
- 100-300 words
- Include a relevant photo suggestion
- Example: "We've expanded our service area to include {neighborhood}..."
2. Offer Posts
- Seasonal promotions, discounts, limited-time offers
- Include: offer details, terms, expiration date
- CTA: "Redeem offer" or "Call now"
- Example: "$50 off your first {service} — mention this post when you call..."
3. Event Posts
- Community events, workshops, open houses
- Include: date, time, location, what to expect
- CTA: "Sign up" or "Learn more"
4. Product/Service Highlights
- Showcase a specific service or product
- Include benefits, what makes it different
- CTA: "Book now" or "Get a quote"
- Example: "Did you know we offer 24/7 emergency {service}?..."
5. Educational/Tips
- Share expertise, position as authority
- Quick tips related to the industry
- CTA: "Learn more" with link to blog post
- Example: "3 signs your {item} needs {service}..."
30-Day Posting Calendar Generation
Generate 12-16 posts per month (3-4 per week).
Calendar Rules
- Monday/Wednesday/Friday posting schedule (or Tue/Thu/Sat for variety)
- Rotate post types: never post the same type back-to-back
- Rotate services: cover all services from client config over the month
- Rotate service areas: if multiple areas, mention different ones
- Seasonal relevance: tie posts to current season, holidays, weather
- Local keywords: naturally include
{service} {city} and variants in posts
- Photos: suggest a specific photo type for each post
Calendar Output Format
{
"month": "March 2026",
"client": "client-slug",
"posts": [
{
"date": "2026-03-02",
"day": "Monday",
"post_type": "educational",
"title": "3 Signs Your Water Heater Needs Service",
"body": "Post body text here (150-250 words)...",
"cta_text": "Book an inspection",
"cta_url": "https://example.com/water-heater",
"photo_suggestion": "Photo of technician inspecting a water heater",
"target_keyword": "water heater repair austin",
"service": "Water Heater Repair",
"service_area": "Austin, TX"
}
]
}
Post Writing Guidelines
- Write in the brand's voice (professional but approachable)
- Include the business name naturally
- Mention the city/service area in each post
- Use local landmarks or references when appropriate
- End with a clear CTA
- Keep under 300 words (GBP truncates long posts)
- No hashtags (GBP isn't social media)
NAP Consistency Audit
Check Name, Address, Phone across major directories:
firecrawl search "{business_name} {city}" --limit 20 -o .seo/clients/{slug}/local/.firecrawl/nap-search.json --json
firecrawl search "{business_name} {phone}" --limit 10 -o .seo/clients/{slug}/local/.firecrawl/nap-phone.json --json
Check these directories:
- Google Business Profile
- Yelp
- Facebook Business
- Apple Maps / Apple Business Connect
- Bing Places
- BBB (Better Business Bureau)
- Yellow Pages / YP.com
- Angi (formerly Angie's List)
- Thumbtack
- HomeAdvisor (for home services)
- Nextdoor
- Industry-specific directories
For each listing check:
- Business name matches exactly (no abbreviations, no extra words)
- Address matches exactly (same format, suite number, etc.)
- Phone number matches (same format, no tracking numbers)
- Website URL is correct
- Hours are accurate
- Categories are appropriate
Flag inconsistencies with specific corrections needed.
Local Citation Audit
Priority Citation Sources by Industry
Home Services: HomeAdvisor, Angi, Thumbtack, Porch, Houzz, BBB, Chamber of Commerce
Restaurants: Yelp, TripAdvisor, OpenTable, Zomato, DoorDash, GrubHub, MenuPages
Healthcare: Healthgrades, Zocdoc, Vitals, WebMD, RateMDs, Niche directories
Legal: Avvo, FindLaw, Justia, Lawyers.com, Martindale-Hubbell
Real Estate: Zillow, Realtor.com, Redfin, Homes.com, local MLS
Automotive: CarFax, AutoTrader, Cars.com, DealerRater, Edmunds
General: Google, Bing, Apple Maps, Yelp, Facebook, BBB, Chamber of Commerce, YP, Foursquare, Superpages, CitySearch, MerchantCircle, Manta, MapQuest
For each citation source:
- Listed? (yes/no)
- NAP accurate? (yes/inconsistent/not listed)
- Profile complete? (basic/moderate/comprehensive)
- Reviews present? (count if available)
Review Response Templates
Positive Review Responses (vary between these)
Template 1 — Personal:
"Thank you so much, {name}! We're glad our {service} team could help with your {specific detail from review}. It's customers like you that make what we do worthwhile. We look forward to serving you again!"
Template 2 — Service-focused:
"We appreciate the kind words, {name}! Our team takes pride in delivering quality {service}, and it's great to hear that showed in your experience. Don't hesitate to reach out if you need anything in the future."
Template 3 — Brief:
"Thanks for the wonderful review, {name}! We're so happy you had a great experience. See you next time!"
Template 4 — Referral-oriented:
"Thank you for the 5-star review, {name}! We're thrilled you're happy with our {service}. If you know anyone who needs {service category}, we'd love to help them too!"
Template 5 — Detailed:
"What a great review, {name}! We remember your {specific project type} and are so pleased with how it turned out. Your satisfaction is our top priority. Thank you for choosing {business_name}!"
Negative Review Responses (vary between these)
Template 1 — Empathetic:
"We're sorry to hear about your experience, {name}. This isn't the level of service we aim to provide. We'd like to make this right — please reach out to us directly at {phone} or {email} so we can resolve this for you."
Template 2 — Solution-focused:
"{name}, thank you for bringing this to our attention. We take all feedback seriously and want to address your concerns. Please contact our team at {phone} so we can discuss how to resolve this."
Template 3 — Ownership:
"We apologize for falling short, {name}. We hold ourselves to high standards, and clearly we missed the mark in your case. Please call us at {phone} — we want to understand what happened and make it right."
Template 4 — Factual:
"{name}, we appreciate your feedback. We'd like to look into the specifics of your experience. Could you please contact us at {email}? We want to ensure we address your concerns thoroughly."
Template 5 — Gracious:
"Thank you for your honest feedback, {name}. We're sorry your experience didn't meet expectations. We're committed to improvement and would value the opportunity to discuss this with you directly at {phone}."
Response rules:
- Respond within 24 hours
- Always use the reviewer's name
- Reference specific details from their review
- Never argue or get defensive
- Take the conversation offline for negative reviews
- Keep it professional but warm
Local Keyword Optimization
For each service in client config, generate geo-modified keyword variants:
| Pattern | Example | Intent |
|---|
{service} {city} | "plumber austin" | Primary local |
{service} {city} {state} | "plumber austin tx" | Long-tail |
{service} near {neighborhood} | "plumber near downtown austin" | Hyperlocal |
best {service} in {city} | "best plumber in austin" | Commercial |
{service} cost {city} | "plumber cost austin" | Transactional |
emergency {service} {city} | "emergency plumber austin" | Urgent |
{service} near me | "plumber near me" | Mobile |
{service} reviews {city} | "plumber reviews austin" | Social proof |
affordable {service} {city} | "affordable plumber austin" | Price-sensitive |
{service} open now | "plumber open now" | Urgent/hours |
Map each variant to:
- Recommended landing page (existing or new)
- GBP post usage (which posts should target this keyword)
- Priority (based on revenue potential)
