Agent skill

seo-local-business

Generate complete SEO setup for local business websites — HTML head tags, JSON-LD LocalBusiness schema, robots.txt, sitemap.xml. Australian-optimised with +61 phone, ABN, suburb patterns.

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Install this agent skill to your Project

npx add-skill https://github.com/jezweb/claude-skills/tree/main/plugins/web-design/skills/seo-local-business

SKILL.md

SEO Local Business

Generate a complete SEO package for local business websites. Produces meta tags, structured data, robots.txt, and sitemap.xml.

What You Produce

  1. Complete <head> section with meta tags, Open Graph, Twitter Cards
  2. JSON-LD structured data (LocalBusiness + Service + FAQ schemas)
  3. robots.txt
  4. sitemap.xml

Workflow

Step 1: Gather Business Info

Ask for (or extract from existing site):

Required Optional
Business name ABN
Primary service Opening hours
Location (city/suburb) Social media URLs
Phone number Price range
Website URL Service areas (suburbs)
Business description GPS coordinates

Step 2: Generate Head Tags

Fill placeholders in this template:

html
<head>
  <meta charset="UTF-8">
  <meta name="viewport" content="width=device-width, initial-scale=1.0">

  <!-- Primary Meta Tags -->
  <title>{{PAGE_TITLE}} | {{BUSINESS_NAME}}</title>
  <meta name="title" content="{{PAGE_TITLE}} | {{BUSINESS_NAME}}">
  <meta name="description" content="{{META_DESCRIPTION}}">

  <!-- Canonical URL -->
  <link rel="canonical" href="{{CANONICAL_URL}}">

  <!-- Open Graph / Facebook -->
  <meta property="og:type" content="website">
  <meta property="og:url" content="{{CANONICAL_URL}}">
  <meta property="og:title" content="{{PAGE_TITLE}} | {{BUSINESS_NAME}}">
  <meta property="og:description" content="{{META_DESCRIPTION}}">
  <meta property="og:image" content="{{OG_IMAGE_URL}}">

  <!-- Twitter -->
  <meta property="twitter:card" content="summary_large_image">
  <meta property="twitter:url" content="{{CANONICAL_URL}}">
  <meta property="twitter:title" content="{{PAGE_TITLE}} | {{BUSINESS_NAME}}">
  <meta property="twitter:description" content="{{META_DESCRIPTION}}">
  <meta property="twitter:image" content="{{OG_IMAGE_URL}}">

  <!-- Geo Tags (Local SEO) -->
  <meta name="geo.region" content="{{GEO_REGION}}">
  <meta name="geo.placename" content="{{CITY}}">
  <meta name="geo.position" content="{{LATITUDE}};{{LONGITUDE}}">
  <meta name="ICBM" content="{{LATITUDE}}, {{LONGITUDE}}">

  <!-- Favicons -->
  <link rel="icon" type="image/svg+xml" href="favicon.svg">
  <link rel="icon" type="image/png" sizes="32x32" href="favicon-32.png">
  <link rel="apple-touch-icon" href="apple-touch-icon.png">

  <!-- Structured Data -->
  <script type="application/ld+json">
    {{JSON_LD_SCHEMA}}
  </script>
</head>

Title tag patterns (50-60 chars max):

Page Pattern Example
Homepage Brand - Tagline Newcastle Plumbing - 24/7 Emergency Service
Service Service in Location | Brand Hot Water Repairs Newcastle | ABC Plumbing
About About Us | Brand About Us | ABC Plumbing Newcastle
Contact Contact | Brand Contact Us | ABC Plumbing Newcastle

Meta description patterns (150-160 chars):

Page Pattern
Homepage [USP]. [Service] in [Location]. [CTA]. Call [phone].
Service Professional [service] in [location]. [Benefit]. [Trust signal]. Get a free quote today.
About [X] years serving [location]. [Team info]. [Credentials]. Learn about [brand].
Contact Contact [brand] for [service] in [location]. [Hours]. Call [phone] or request a quote online.

Step 3: Generate Structured Data

LocalBusiness (homepage — always include):

Use LocalBusiness or a more specific subtype:

Subtype Use for
Plumber Plumbing services
Electrician Electrical services
RoofingContractor Roofing
HVACBusiness Air conditioning/heating
AutoRepair Mechanics
BeautySalon Hair/beauty
Dentist Dental practices
LegalService Law firms
AccountingService Accountants
RealEstateAgent Real estate
Restaurant Restaurants/cafes
BarOrPub Pubs/bars
Hotel Accommodation
Store Retail shops
ProfessionalService Generic professional

LocalBusiness schema properties:

Property Required Notes
@type Yes LocalBusiness or subtype from above
name Yes Business name as shown to customers
image Yes Primary business image or logo
description Yes 1-2 sentence business description
@id Yes Unique ID, use {url}/#organization
url Yes Website homepage URL
telephone Yes International format: +61-2-4900-1234
address Yes PostalAddress (see below)
email Recommended Primary contact email
priceRange Recommended $ to $$$$
geo Recommended GeoCoordinates: latitude/longitude
openingHoursSpecification Recommended See hours format below
areaServed Recommended Cities/suburbs served
sameAs Recommended Social media profile URLs
taxID Optional ABN for Australian businesses
logo Optional Business logo URL
foundingDate Optional ISO 8601 date
paymentAccepted Optional e.g. "Cash, Credit Card, EFTPOS"
currenciesAccepted Optional AUD

PostalAddress:

Property Example
streetAddress 123 Hunter Street
addressLocality Newcastle
addressRegion NSW
postalCode 2300
addressCountry AU

Example:

json
{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "ABC Plumbing Newcastle",
  "image": "https://www.abcplumbing.com.au/og-image.jpg",
  "description": "Professional plumbing services in Newcastle and Lake Macquarie.",
  "@id": "https://www.abcplumbing.com.au/#organization",
  "url": "https://www.abcplumbing.com.au",
  "telephone": "+61-2-4900-1234",
  "email": "info@abcplumbing.com.au",
  "priceRange": "$$",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Hunter Street",
    "addressLocality": "Newcastle",
    "addressRegion": "NSW",
    "postalCode": "2300",
    "addressCountry": "AU"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": -32.9283,
    "longitude": 151.7817
  },
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
      "opens": "07:00",
      "closes": "17:00"
    },
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": ["Saturday"],
      "opens": "08:00",
      "closes": "12:00"
    }
  ],
  "areaServed": [
    { "@type": "City", "name": "Newcastle" },
    { "@type": "City", "name": "Lake Macquarie" }
  ],
  "sameAs": [
    "https://www.facebook.com/abcplumbing",
    "https://www.instagram.com/abcplumbing"
  ]
}

Service (service pages — add per service):

Property Required Notes
name Yes Service name
description Yes What the service provides
provider Yes { "@id": "{url}/#organization" }
areaServed Recommended City or region
serviceType Recommended Category of service
offers Optional Pricing/availability
json
{
  "@context": "https://schema.org",
  "@type": "Service",
  "name": "Hot Water System Installation",
  "description": "Professional hot water system installation and replacement in Newcastle.",
  "provider": { "@id": "https://www.abcplumbing.com.au/#organization" },
  "areaServed": { "@type": "City", "name": "Newcastle" },
  "serviceType": "Plumbing",
  "offers": {
    "@type": "Offer",
    "availability": "https://schema.org/InStock",
    "priceRange": "$$"
  }
}

FAQ (pages with FAQ sections):

json
{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    {
      "@type": "Question",
      "name": "How much does a plumber cost in Newcastle?",
      "acceptedAnswer": {
        "@type": "Answer",
        "text": "Plumber callout fees in Newcastle typically range from $80-150."
      }
    }
  ]
}

Step 4: Generate robots.txt and sitemap.xml

robots.txt:

User-agent: *
Allow: /

Sitemap: {{SITE_URL}}/sitemap.xml

sitemap.xml:

xml
<?xml version="1.0" encoding="UTF-8"?>
<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9">
  <url>
    <loc>{{SITE_URL}}/</loc>
    <lastmod>{{DATE}}</lastmod>
    <changefreq>weekly</changefreq>
    <priority>1.0</priority>
  </url>
  <!-- Add one <url> per page. Priority: 1.0 homepage, 0.8 services, 0.6 others -->
</urlset>

Step 5: Validate

Test structured data at: https://validator.schema.org/

Common validation errors:

  • Missing @context — every JSON-LD block needs it
  • Wrong phone format — must be international (+61-...)
  • Missing @id — needed for cross-referencing between schemas
  • Empty areaServed — include at least one city

Australian-Specific Patterns

Phone Numbers

html
<!-- Link: international format. Display: local format. -->
<a href="tel:+61249001234">(02) 4900 1234</a>

Schema telephone: "+61-2-4900-1234"

Prefix International
02 +612
04 +614
1300 Keep as-is

ABN

Add to LocalBusiness schema when available:

json
{ "taxID": "12 345 678 901" }

Australian State Codes

State Code Geo Region
New South Wales NSW AU-NSW
Victoria VIC AU-VIC
Queensland QLD AU-QLD
South Australia SA AU-SA
Western Australia WA AU-WA
Tasmania TAS AU-TAS
Northern Territory NT AU-NT
ACT ACT AU-ACT

Service Areas

Use areaServed with Australian city and suburb names (see LocalBusiness example above).

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