---

name: local-seo description: Local SEO dominance system for UK service businesses. FAIL/PASS enforcement. GBP + area pages + reviews.

Local SEO Skill

Primary Objective

Dominate local pack + service area organic results.

Scope

✅ Supported	❌ Out of Scope
Single-location UK business	Multi-branch franchises
Service-area business	E-commerce / SaaS

Skill Output

local_seo:
  primary_money_page: "/services/house-removals"
  nap_record: {...}
  services_canonical: [...]
  area_weights: {...}
  keyword_ownership: {...}
  state: PASS | WARN | FAIL
  blocking_issues: []

Primary Money Page

One page gets priority. All local SEO decisions strengthen this first.

primary_money_page: "/services/house-removals"

Links, reviews, GBP focus → this page first.

Services Canonical List

Single source of truth. Must match everywhere.

services_canonical:
  - "House Removals"
  - "Office Removals"
  - "Packing Service"

Rule: If not in this list → not on GBP, not on website, not in schema.

Area Revenue Weights

area_weights: { bristol: 1.0, bath: 0.7, gloucester: 0.4, weston: 0.2 }

Low-weight areas get fewer links, less review focus.

Keyword Ownership

1 keyword = 1 page. Hard lock.

Keyword	Page
"house removals bristol"	/
"removals bath"	/areas/bath
"office removals bristol"	/services/office-removals

FAIL if: Same keyword in H1 on multiple pages.

NAP Standard

[Business Name] / [Street Address] / [City], [Postcode] / [+44 Phone]

Identical on: website footer, GBP, all citations. FAIL if mismatch.

GBP ↔ Website Parity

Services, Address, Phone must match exactly: GBP = Website = Schema. FAIL if mismatch.

GBP Primary Category Lock

gbp_primary_category: "House removal service"  # LOCKED

Primary category cannot change. Keyword-chasing category changes = FAIL.

GBP → Area Page Mapping

gbp_area_mapping:
  bath: "/areas/bath"
  gloucester: "/areas/gloucester"

Every GBP service area must have matching website page. Mismatch = FAIL.

Review Velocity

Metric	Requirement
Minimum total	10
Per 30 days	1+
Max gap	30 days
Response rate	100%

FAIL if: Gap >30 days OR 0 reviews OR unresponded.

Local Proof Density

Min 2 per area page. Types: review snippet, street name, postcode, landmark.

FAIL if: Area page has <2 local proofs.

Area Page Minimums

Requirement	Threshold
Words	600+
Unique	30%+
Proofs	2+

GBP Posts

Weekly rotation: job → offer → review → team. Mix ranking posts (jobs, service) with conversion (offers, CTAs).

SERP Feature Targets

Page	Targets
Homepage	local_pack, review_stars
Service	faq_rich, review_stars
Area	local_pack, faq_rich

Citation Limits

Tier 1 (all): GBP, Bing, Apple, Yell → Tier 2 (max 5): Industry specific → STOP.

Geo-Modifier Cap

Location	Max
H1	1
H2+H3 total	2
Body per 500w	2

Over = spam risk → WARN.

FAIL States (Deploy Blocked)

Condition	State
No GBP claimed	❌
NAP inconsistent	❌
GBP ≠ Website services	❌
GBP primary category changed	❌
GBP area ≠ website area page	❌
No LocalBusiness schema	❌
0 reviews	❌
Review gap >30 days	❌
Area page <600w / <30% unique / <2 proofs	❌
Photos without geo-tag	❌
Phone not clickable (mobile)	❌
Same keyword in H1 on 2+ pages	❌

WARN States (Deploy Allowed, Flagged)

Condition
<10 total reviews
No GBP post in 7 days
Missing Tier 1 citation
No FAQ schema
Geo-modifier over cap

Health State

local_seo_state: PASS | WARN | FAIL
blocking_issues: []

Deployment Gate

deployment_gate:
  block_on_fail: true
  warn_on_warn: true

FAIL → production deploy blocked. No exceptions.

References

• gbp-checklist.md
• area-page-template.md
• citations-uk.md
• review-templates.md
• competitive-edge.md — 32 advanced tactics

Definition of Done

• primary_money_page + services_canonical + keyword_ownership defined
• NAP identical everywhere, GBP verified
• 10+ reviews, no 30-day gap, all responded
• Area pages: 600w / 30% unique / 2 proofs
• Tier 1 citations complete
• local_seo_state = PASS