When the user needs to create a client-facing document such as an SEO audit, proposal, scope of work, competitive analysis report, onboarding document, or market intelligence report.
Library skill — the default version is maintained in GitHub; edits you make live in your own clone.
Default data tool: LocalSEOData (
localseodata-tool). Usebusiness_profile+profile_health+google_reviewsfor quick prospect research (5 credits). Uselocal_auditfor comprehensive audit data. Uselocal_authorityfor a trackable score.
You are an expert in creating professional local SEO deliverables that close deals, set expectations, and demonstrate expertise. Your goal is to help practitioners produce documents that are clear, properly scoped, correctly priced, and formatted for their audience.
This skill covers six core document types:
| Audit Type | Typical Scope | Price Range |
|---|---|---|
| Prospect Audit | Public-data snapshot for a business you don't yet manage — sales lead magnet | Free |
| GBP Audit | Profile completeness, categories, photos, reviews, posts, Q&A, attributes | $200-500 |
| Website SEO Audit | Technical crawl, on-page, content, Core Web Vitals, schema, internal links | $800-2,500 |
| Google Ads / LSA Audit | Campaign structure, keywords, bids, landing pages, conversion tracking | $400-1,000 |
| Local Visibility Audit | Rankings, geogrids, citations, reviews, competitive position | $500-1,500 |
| AI Visibility Audit | AI answer presence, citation landscape, entity readiness, competitive AI comparison | $750-2,500 |
| Comprehensive Audit | All of the above combined | $1,500-5,000 |
Price based on: number of locations, complexity of site, tools needed, turnaround time.
Section 1: Profile Overview - Business name, category, address, phone, website - Verification status - Profile completeness score (% of available fields populated) - Screenshot of current GBP listing
Section 2: Category & Attribute Analysis - Primary category — is it the best choice? What are competitors using? - Secondary categories — what's missing? - Attributes — which relevant attributes aren't set? - Service list — complete or gaps?
Section 3: Visual Content - Photo count vs. competitors - Photo quality assessment (professional vs. stock vs. amateur) - Cover photo and logo evaluation - Video presence - Photo categories represented (interior, exterior, team, product/service)
Section 4: Reviews - Total count and rating - Review velocity (new per month, trend) - Response rate and quality - Competitor comparison (table) - Sentiment themes (what customers praise/complain about)
Section 5: Posts & Updates - Post frequency - Post types used (updates, offers, events) - Post engagement (views, clicks if available) - Missed opportunities (promotions, seasonal content, events)
Section 6: Local Rankings - Geogrid scan results for top 3-5 keywords - Heatmap visualization - SoLV score per keyword - Competitive rank comparison
Section 7: Findings & Recommendations - Priority 1 (Critical): Issues hurting visibility now - Priority 2 (Important): Optimization opportunities - Priority 3 (Nice to Have): Incremental improvements - Estimated impact for each recommendation
A sales artifact for a business you don't yet manage. No account access and no history — every finding comes from public data. Persuasion comes from real gaps against named competitors, not adjectives. It ends in a bridge to the engagement, not a next-period plan. Grade only what you measured; an area you didn't check is "not assessed," never a guess.
Section 1: At-a-Glance Scorecard - Each area scored Healthy or Needs Attention - One-line finding per area - Overall read in one or two sentences — honest, and pointed where warranted
Section 2: Google Business Profile - Completeness, primary category, photo count, post recency vs. a named competitor - Missing high-intent services or attributes
Section 3: Local Rankings - Current positions for core terms - Which competitor holds the spots they're missing
Section 4: Reviews & Reputation - Count, rating, velocity, response rate vs. the market leader - Usually the widest gap — state it plainly
Section 5: AI Visibility - Whether AI answers cite the business for core local queries, and who they cite instead - Report AI search demand alongside mentions — no demand yet is a monitor item, not a gap
Section 6: Citations & NAP - Accuracy, inconsistencies, missing key directories
Section 7: Top 3 Opportunities - Exactly three, ranked by impact - Each tied to a gap surfaced above and to the outcome fixing it produces - The bridge to the paid engagement
Section 1: Technical Health - Crawl stats (total pages, errors, redirects, orphan pages) - Core Web Vitals (LCP, FID/INP, CLS) — mobile and desktop - Mobile-friendliness - HTTPS status - Sitemap and robots.txt review - Index coverage (Google Search Console)
Section 2: On-Page Optimization - Title tag analysis (missing, duplicate, too long, not optimized) - Meta description analysis - H1 structure - Content quality assessment (thin pages, duplicate content) - Image alt text coverage - Internal linking analysis
Section 3: Local On-Page Signals - NAP presence and consistency on site - LocalBusiness schema markup — present? correct? complete? - Location page quality (unique content vs. template swaps) - Service area page coverage - Embedded map presence
Section 4: Content Analysis - Content gap assessment vs. competitors - Keyword coverage by page - Blog/resource quality and freshness - Topical authority evaluation
Section 5: Backlink Overview - Domain authority / domain rating - Total referring domains - Link quality distribution - Competitor comparison - Toxic link flags
Section 6: Prioritized Recommendations Same priority framework: Critical → Important → Nice to Have Each recommendation includes: what to fix, why it matters, estimated effort, expected impact.
A standalone audit of how a business appears in AI-generated answers. Sold on its own because the data supports real depth — platform coverage, citation landscape, and competitive comparison, not a single score. LocalSEOData carries ten AI endpoints (ai_visibility, ai_mentions, ai_overview, ai_mode, ai_compare, ai_top_sources, ai_top_pages, ai_llm_response, ai_keyword_data, ai_scraper) that feed these sections.
Lead with demand. If AI search volume for the vertical and market is negligible, say so up front and scope the engagement as foundation-building, not remediation.
Section 1: Executive Summary & Scorecard - Each platform scored Healthy or Needs Attention - Overall read: cited, partially cited, or absent across AI surfaces
Section 2: AI Search Demand
- Volume for core local queries (ai_keyword_data)
- Establishes whether absence is a real gap or simply no demand yet
Section 3: Platform-by-Platform Visibility
- ChatGPT, Gemini, Perplexity, Google AI Overviews, Google AI Mode
- Cited or not, and for which queries (ai_visibility, ai_overview, ai_mode, ai_mentions)
Section 4: What the Models Actually Say
- Accuracy and sentiment of how the business is described (ai_llm_response)
- Flag wrong hours, services, or locations — a model misstating the business is a visceral finding
Section 5: Citation Landscape
- Which domains and pages the models cite for these queries (ai_top_sources, ai_top_pages)
- The sources that own the answer today
Section 6: Competitive AI Comparison
- This business vs. named competitors across platforms (ai_compare)
Section 7: Entity & Schema Readiness - LocalBusiness markup, NAP consistency, and the entity signals the models rely on
Section 8: Content Gaps - Topics and formats the cited sources cover that this business doesn't
Section 9: Findings & Recommendations - Priority 1 (Critical): what's blocking citation now - Priority 2 (Important): entity, schema, and content opportunities - Priority 3 (Nice to Have): incremental reinforcement
Query the way people actually prompt AI — natural questions with situation and constraints, not keyword strings. Run several phrasings per need; keyword-style inputs understate visibility because they don't match how the models are used. See ai-local-search for optimization strategy and localseodata-tool for the endpoints behind each section.
Page 1: Cover - Client name - Your company name and logo - Document title (Proposal, Scope of Work, or Engagement Agreement) - Date - Prepared by
Section 1: Understanding - 2-3 paragraphs demonstrating you understand their business, goals, and challenges - Reference specific things from discovery calls — proves you listened - Frame the problem they have, not the solution you sell
Section 2: Recommended Scope - List each service/deliverable with a brief description - Group by phase if the engagement has stages (Setup → Optimization → Ongoing) - Be specific: "Optimize 25 Google Business Profiles" not "GBP management" - Include what's explicitly NOT included to prevent scope creep
Section 3: Pricing - Present 2-3 options when possible (Good / Better / Best) - Show one-time setup fees separately from monthly recurring - If hourly, estimate total hours per task - Include payment terms (Net 30, monthly billing, etc.)
Pricing Structures That Work for Local SEO:
| Model | Best For | Example |
|---|---|---|
| Per-location monthly | Multi-location management | $25-400/location/month |
| Flat monthly retainer | Single location, ongoing | $500-3,000/month |
| Project-based | One-time audits, site builds, cleanups | $1,500-15,000 |
| Setup + monthly | Initial optimization + maintenance | $2,500 setup + $500/month |
| Tiered by location count | Enterprise pricing | 1-10 at $200, 11-50 at $150, 50+ at $100 |
Section 4: Timeline - Phase breakdown with estimated duration - Key milestones - Client dependencies (access, approvals, content) - When they should expect to see results (be honest — local SEO takes 3-6 months)
Section 5: What We Need From You - Access requirements (GBP, Analytics, Search Console, website CMS) - Point of contact and response time expectations - Content/photos if needed - Approval workflows
Section 6: Terms - Contract length (month-to-month, 6-month, 12-month) - Cancellation policy - Payment terms - What happens to assets/access if engagement ends
Include a clear "Out of Scope" section:
The following are not included in this engagement: website development/redesign, paid advertising management, social media management, content creation beyond GBP posts, graphic design, photography, video production.
Additional services can be scoped and quoted separately.
Section 1: Market Overview - Geographic market definition - Total competitors in the space - Market characteristics (saturated, fragmented, dominated)
Section 2: Competitive Ranking Landscape - Geogrid comparison — your business vs. top 3-5 competitors - SoLV per competitor per keyword - Visual: side-by-side heatmaps or rank comparison table
Section 3: Review Landscape - Total reviews per competitor - Average rating per competitor - Review velocity comparison - Sentiment summary (what competitors' customers say)
| Competitor | Reviews | Rating | Velocity | Response Rate |
|---|---|---|---|---|
| Your Business | 47 | 4.2 | 3/mo | 60% |
| Competitor A | 312 | 4.7 | 12/mo | 95% |
| Competitor B | 89 | 4.0 | 5/mo | 20% |
| Competitor C | 201 | 4.5 | 8/mo | 80% |
Section 4: GBP Profile Comparison - Category usage comparison - Photo count comparison - Post frequency comparison - Profile completeness comparison
Section 5: Findings - Where you're winning - Where competitors are beating you - Specific gaps to exploit - Threats to watch
Section 6: Recommended Actions - Prioritized list with expected impact - Quick wins vs. long-term investments - Optional: "This is what we'd do for you" (soft close for proposals)
The competitive report is the best cold outreach hook in local SEO: - "I pulled your market data — there are gaps your competitors are exploiting" - Send a partial report (teaser) → full report requires a call - The data itself demonstrates your expertise without you having to pitch
Welcome section — brief confirmation of what they bought and what happens next
Access Checklist:
| Access Needed | How to Grant | Priority |
|---|---|---|
| Google Business Profile | Add [email] as manager | Critical — Day 1 |
| Google Analytics | Add [email] as viewer | High — Week 1 |
| Google Search Console | Add [email] as user | High — Week 1 |
| Website CMS | Admin or editor credentials | Medium — Week 1 |
| Google Ads | Add [email] as manager (if applicable) | Medium — Week 1 |
| Review platform (if any) | Login credentials or API access | Low — Week 2 |
Information Needed: - Full list of locations (name, address, phone, website, hours for each) - Service list with descriptions - Target service area per location - Brand guidelines (logos, colors, approved language) - Photos (professional shots of business, team, work) - Key contacts and approval workflow
First 30 Days Timeline: - Week 1: Access setup, baseline audit, competitor research - Week 2: GBP optimization begins, citation audit - Week 3: On-site optimization (if in scope), content planning - Week 4: First progress check-in, initial findings review
Communication Expectations: - How often you'll be in touch (weekly email, monthly call, etc.) - Response time expectations (both directions) - Point of contact on each side - How to submit requests or flag issues
Executive Summary: Where you are, where you need to be, how long it'll take
Current State Assessment: (reference audit if one was done) - Strengths to leverage - Critical issues to fix - Competitive gaps to close
Recommended Strategy (90-Day Roadmap):
| Phase | Timeline | Focus | Expected Outcome |
|---|---|---|---|
| Foundation | Month 1 | Fix technical issues, GBP optimization, access setup | Clean baseline, profile optimized |
| Build | Month 2 | Citations, content, reviews, link building | Signals accumulating |
| Accelerate | Month 3 | Monitor rankings, iterate on content, review velocity | First measurable ranking improvements |
Per-Phase Detail: Each phase gets a section with specific tasks, responsible party (you vs. client), and success criteria.
KPIs and Success Metrics: - What you'll measure - What "success" looks like at 90 days, 6 months, 12 months - How and when you'll report on these
Investment Required: - Reference the proposal/SOW pricing - Frame as investment, not cost: "A $1,500/month investment targeting $X in additional monthly revenue from local search"
Headline: Specific, quantifiable result. "312% increase in GBP calls for 47-location hospital system"
Challenge: 2-3 sentences on what the client was facing. No names unless they've approved.
Approach: 3-5 bullet points of what you did. Be specific enough to demonstrate expertise, vague enough to not give away the playbook.
Results: The numbers. Before/after comparisons. Charts or screenshots.
| Metric | Before | After | Change |
|---|---|---|---|
| Monthly GBP calls | 234 | 965 | +312% |
| Average SoLV | 28% | 67% | +139% |
| Review count | 89 | 347 | +290% |
| Review rating | 3.8 | 4.6 | +0.8 |
Timeline: How long it took. Be honest — if it took 8 months, say 8 months.
Testimonial: Direct quote from the client if available. Even one sentence adds credibility.
If delivering under a client's brand (agencies white-labeling for their clients): - Replace your branding with theirs - Remove any reference to your tools or processes that reveal you're the vendor - Use neutral tool references ("our rank tracking platform" not "Local Falcon") - Ensure the agency has approved the format and content before client delivery
Calculate your time cost: - Hours to produce × your hourly rate = minimum price - Don't forget tool costs (Local Falcon scan credits, Semrush seat, etc.)
What's this worth to the client? - A $2,000 audit that identifies a $50K/year revenue opportunity is a bargain - Enterprise clients with 100+ locations expect to pay more than a single-location business - Paid audits that lead to engagements can be discounted or credited toward the retainer
What do competitors charge? - Check agency pricing pages and case studies - Ask in communities what others are charging - Use the benchmarks in this skill as starting points
| Deliverable Created | Next Action | Skill |
|---|---|---|
| Audit report delivered | Client approves → build the optimization plan from audit findings | gbp-optimization, local-citations, review-management |
| Prospect audit delivered | Follow up with a proposal scoped to the gaps found | (sales follow-up) |
| AI visibility audit delivered | Build entity, schema, and content signals that earn citation | ai-local-search, local-schema |
| Proposal/SOW signed | Begin with the highest-priority items from the audit | local-seo-audit priorities |
| Competitive report delivered | Use gaps identified to set optimization targets | local-competitor-analysis |
| Monthly report shows ranking drops | Diagnose with geogrid analysis before the next report | geogrid-analysis |
| Onboarding doc sent | Collect all client assets (logins, brand guidelines) and start the audit | local-seo-audit |
Default next step: Every deliverable should end with a clear next step for the client. Audit → "Here's what we recommend." Proposal → "Here's how to get started." Report → "Here's what we're doing next month."