Local SEO optimization for businesses with physical locations or service areas. Use when improving local search visibility.
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Use this skill when optimizing search visibility for businesses with physical locations (restaurants, retail stores, clinics, offices) or defined service areas (plumbers, lawyers, home services). Applies to Google Business Profile optimization, local pack rankings, local content strategy, review management, and multi-location SEO.
Google Business Profile is the single most important factor for local pack rankings. A fully optimized GBP can outperform a mediocre website in local search.
| Field | Best Practice | Impact |
|---|---|---|
| Business name | Exact legal business name (no keyword stuffing) | High — keyword stuffing can trigger suspension |
| Primary category | The most specific accurate category | Very high — the #1 local ranking factor |
| Secondary categories | Add all relevant secondary categories (up to 9) | High |
| Address | Exact physical address, consistent with website and citations | High |
| Service area | Define if service-area business (hide address if you go to clients) | Medium |
| Phone number | Local phone number (not 800 number) | Medium |
| Website URL | Link to location-specific landing page (not homepage for multi-location) | Medium |
| Business hours | Accurate, including special hours for holidays | Medium |
| Business description | 750 characters max. Include keywords naturally. Describe services, differentiators, and service area. | Medium |
| Photos | 10+ high-quality photos: exterior, interior, team, products/services | High |
| Services/Products | List every service with descriptions | Medium |
| Attributes | Mark all applicable attributes (wheelchair accessible, free Wi-Fi, etc.) | Low-Medium |
| Opening date | Include for age signal | Low |
The primary category is the strongest ranking signal. Choose the most specific option:
Check competitors' categories using GBP tools or browser inspection to identify which categories correlate with ranking.
Post weekly to signal activity. Post types:
Posts expire after 7 days (offers expire on their end date), so consistency matters.
Businesses with 100+ photos get 520% more calls and 2,717% more direction requests than average (Google data). Upload:
| Type | Example | When to Use |
|---|---|---|
| Service + City | "plumber in Austin" | Core service pages |
| Service + Neighborhood | "dentist near downtown Portland" | Hyper-local targeting |
| Near me | "coffee shop near me" | Optimize for implicit local intent (GBP + proximity) |
| Service + qualifier | "emergency plumber Austin" / "24-hour locksmith Denver" | Modifier-based differentiation |
| Landmark-based | "hotel near Times Square" | Tourism or landmark-adjacent businesses |
NAP = Name, Address, Phone number. These must be identical everywhere your business appears online.
Citations are online mentions of your business NAP, with or without a link. They help Google verify your business's legitimacy and location.
Structured citations: Directory listings with standardized NAP (Yelp, YellowPages, BBB) Unstructured citations: Mentions in blog posts, news articles, event listings
Reviews are the third most important local ranking factor (after GBP optimization and proximity).
https://search.google.com/local/writereview?placeid=YOUR_PLACE_ID)Respond to every review — positive and negative. Response rate signals engagement.
Positive review response template:
Thank you, [Name]! We're glad [specific detail from their review]. We appreciate you choosing [Business Name] and look forward to seeing you again.
Negative review response template:
[Name], thank you for sharing your feedback. We're sorry [acknowledge the specific issue]. This isn't the experience we strive for. We'd like to make this right — please reach out to [contact info] so we can address this directly.
Rules for negative reviews:
Implement LocalBusiness schema on your website to help Google understand your business information.
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "Austin Family Dental",
"image": "https://example.com/images/office.webp",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main Street, Suite 200",
"addressLocality": "Austin",
"addressRegion": "TX",
"postalCode": "78701",
"addressCountry": "US"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": 30.2672,
"longitude": -97.7431
},
"telephone": "+1-512-555-1234",
"url": "https://www.austinfamilydental.com",
"openingHoursSpecification": [
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
"opens": "08:00",
"closes": "17:00"
}
],
"priceRange": "$$",
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.8",
"reviewCount": "324"
}
}
Use the most specific @type available: Dentist, Restaurant, LegalService, Plumber, etc.
Create content that signals local relevance and targets local search queries.
H1: [Service] in [City/Neighborhood]
[2-3 paragraphs about the service, naturally mentioning the location]
H2: Our [Service] Process
[Description with local details — mention landmarks, neighborhoods served]
H2: Why Choose [Business] for [Service] in [City]
[Differentiators, local experience, community involvement]
H2: Service Areas
[List of neighborhoods/zip codes/cities served]
H2: Customer Reviews
[Embedded reviews from local customers]
H2: Frequently Asked Questions
[Local FAQ schema]
[CTA: Call, book, or visit]
[Embedded Google Map]
[NAP in structured data]
Getting into the "local pack" (top 3 map results) requires:
For businesses with multiple physical locations: