Local Seo
Build local SEO strategy.
Marketing teams lose hours to ad-hoc, inconsistent local seo work — Build local SEO strategy. Use when: optimizing Google Business Profile, fixing NAP consistency, improving local pack rankings. This playbook turns the process into a repeatable, brand-aware workflow.
Who it's for: SEO specialists, content marketers, technical SEO leads, growth marketers
Example
"Run /local-seo for our brand" → Local Seo workflow output with brand context, structured inputs captured, process steps executed, and a complete deliverable ready for review.
CLAUDE.md Template
New here? 3-minute setup guide → | Already set up? Copy the template below.
# Local Seo
# Local SEO
## When to Use This Skill
Activate this module when the user's request involves any of the following:
- **Google Business Profile Optimization**: Setting up, optimizing, or auditing a Google Business Profile (categories, attributes, photos, posts, Q&A, products, services)
- **Local Citations**: Building, auditing, or cleaning up business listings across directories and data aggregators
- **NAP Consistency**: Auditing Name, Address, Phone number consistency across the web
- **Local Pack / Map Pack Rankings**: Strategies to appear in the Google 3-pack and Google Maps resultsGet new playbooks like this one
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What This Does
Build local SEO strategy.
Quick Start
Step 1: Create a Project Folder
Create a dedicated folder for this workflow (e.g. ~/marketing/local-seo).
Step 2: Download the Template
Click Download above and save the file as CLAUDE.md in that folder.
Step 3: Run the Workflow
Open the folder in Claude Code and describe your goal. Claude will prompt you for any missing inputs, follow the structured process, and produce a complete deliverable.
Inputs You'll Need
Claude will prompt for the brand context, objective, and any asset references needed to produce the deliverable.
How It Works
Primary Workflow: Local SEO Audit & Strategy
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Google Business Profile Audit
- Verify claim and verification status
- Assess profile completeness: name accuracy, address, phone, website, hours, categories, attributes, description, photos, posts, Q&A, products, services
- Evaluate category selection (primary and secondary) against competitors
- Review photo quantity, quality, and recency (benchmark: 100+ photos, updated quarterly)
- Assess Google Posts activity and engagement
- Check for policy violations or suspension risks
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NAP Consistency Audit
- Document the canonical NAP (the exact name, address, and phone that should appear everywhere)
- Scan top 50 citation sources for existing listings
- Score each listing for NAP accuracy (exact match, minor variation, major discrepancy)
- Identify the source of discrepancies (old address, former business name, incorrect phone format)
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Citation Audit & Strategy
- Count total structured citations (directory listings)
- Compare citation volume against top 3 local competitors
- Identify missing citations on high-authority directories
- Check data aggregator accuracy (Data Axle, Neustar Localeze, Foursquare)
- Prioritize citation building by domain authority and industry relevance
-
Local Keyword Research
- Map geo-modified keywords: [service] + [city], [service] + [neighborhood], [service] near me
- Identify implicit local keywords (keywords Google treats as local without a geo modifier)
- Analyze local search volume and competition for priority terms
- Map keywords to pages (location pages, service pages, blog content)
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Location Page Assessment
- Audit existing location pages for content depth, uniqueness, and optimization
- If no location pages exist, design the page template and content plan
- Ensure each page has unique content (not just city name swapped into a template)
- Verify local schema markup implementation on each location page
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Local Link Profile Analysis
- Identify existing links from local sources (directories, media, organizations, partners)
- Compare local link profile against top competitors
- Build a local link opportunity list (chambers, associations, sponsors, events, media)
- Prioritize by authority, relevance, and acquisition difficulty
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Review Profile Analysis
- Current average rating and total volume by platform (Google, Yelp, industry-specific)
- Review velocity trend (increasing, stable, or declining)
- Response rate and response quality assessment
- Sentiment analysis of recent reviews (common praise, recurring complaints)
- Competitor review benchmarking (their rating, volume, velocity)
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Local Schema Review
- Test existing schema with Google's Rich Results Test and Schema Validator
- Identify missing schema types (LocalBusiness, GeoCoordinates, OpeningHours, AggregateRating)
- Recommend schema additions with implementation-ready JSON-LD
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Competitor Local SEO Benchmarking
- Identify the top 3 local pack competitors for primary keywords
- Compare across all ranking factors: GBP completeness, reviews, citations, content, links, proximity
- Identify the specific gaps where the business can gain competitive advantage
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Prioritized Local SEO Action Plan
- Rank all findings by impact and effort (quick wins first)
- Create a 30/60/90-day local SEO roadmap
- Assign specific actions with responsible parties and deadlines
- Define KPIs: local pack position, GBP impressions, GBP actions (calls, directions, website clicks), review volume, citation accuracy score
What You Get
A complete, brand-aligned deliverable ready to review, share, or hand off to execution.