CMO · Playbook · Intermediate · Saves 40+ hours
Local SEO Playbook
A playbook for B2B local SEO - relevant for companies with physical locations or service areas.
What's included
- Google Business Profile
- Profile optimization
- Category selection
- Review management
- Post strategy
- Local Content
- Location pages
- Local keyword targeting
- City-specific content
- Citations
- Citation building
- NAP consistency
- Directory management
- Local Link Building
- Local partnerships
- Community involvement
- Local PR
Best used when
- Have physical business locations
- Serve specific geographic markets
- Want to capture local search traffic
- Building regional marketing presence
Why this is Gold
B2B companies often ignore local SEO. This playbook captures local search opportunity.
The template
The Template
GOOGLE BUSINESS PROFILE
Profile Optimization Checklist
GOOGLE BUSINESS PROFILE OPTIMIZATION
BASIC INFORMATION:
☐ Business name (exact legal name)
☐ Address (verified)
☐ Phone number (local number)
☐ Website URL
☐ Business hours (including special hours)
CATEGORIES:
☐ Primary category selected
☐ Secondary categories added (up to 10)
☐ Categories match actual services
DESCRIPTION:
☐ 750 characters max
☐ Keywords included naturally
☐ Unique value proposition
☐ Call to action
VISUALS:
☐ Logo uploaded
☐ Cover photo (1080x608)
☐ Interior/exterior photos
☐ Team photos
☐ Product/service photos
ADDITIONAL:
☐ Services/products listed
☐ Attributes selected
☐ Q&A populated
☐ Messaging enabled
GBP Post Strategy
| Post Type | Frequency | Purpose |
|---|---|---|
| What's New | Weekly | Updates, news |
| Events | As scheduled | Upcoming events |
| Offers | Monthly | Promotions |
| Products | As added | Showcase offerings |
LOCAL CONTENT
Location Page Template
LOCATION PAGE STRUCTURE
URL: /locations/[city-state]/
CONTENT ELEMENTS:
☐ H1: [Service] in [City, State]
☐ Local address and map
☐ Local phone number
☐ Business hours
☐ Unique description (not duplicated)
☐ Local team/staff info
☐ Customer reviews from that location
☐ Local case studies
☐ Service area map
☐ Local schema markup
LENGTH: 500-1000 words
UNIQUE CONTENT: >80% unique per page
Local Keyword Strategy
| Keyword Type | Example | Priority |
|---|---|---|
| [Service] + [City] | "B2B marketing Denver" | P1 |
| [Service] + "near me" | "marketing agency near me" | P1 |
| [Service] + [Region] | "B2B agency Colorado" | P2 |
| Best + [Service] + [City] | "best marketing agency Denver" | P2 |
CITATIONS
Citation Audit
CITATION MANAGEMENT
NAP CONSISTENCY CHECK:
Business name: _______________
Address: _______________
Phone: _______________
CITATION SOURCES:
☐ Google Business Profile
☐ Bing Places
☐ Apple Maps
☐ Yelp
☐ Facebook
☐ LinkedIn
☐ Industry directories
☐ Local business directories
ISSUES FOUND:
☐ Inconsistent name: _____
☐ Wrong address: _____
☐ Old phone number: _____
☐ Duplicate listings: _____
REVIEWS
Review Management
REVIEW STRATEGY
REVIEW GENERATION:
☐ Ask happy customers for reviews
☐ Send follow-up emails with review link
☐ Include review link in email signature
☐ Train team to request reviews
REVIEW RESPONSE:
Positive reviews:
• Thank them specifically
• Mention their feedback
• Keep professional
Negative reviews:
• Respond within 24 hours
• Take conversation offline
• Address specific concerns
• Don't be defensive
TARGET METRICS:
Average rating: _____ (Target: 4.5+)
Total reviews: _____ (Target: _____)
Review velocity: _____/month
Frequently asked questions
What is the Local SEO Playbook?
A playbook for B2B local SEO - relevant for companies with physical locations or service areas.
Who is the Local SEO Playbook for?
It is built for CMOs and their teams working on SEO & Organic. The AI coach adapts it to your company, stage, and goals.
How long does the Local SEO Playbook take to use?
It saves roughly 40+ hours versus building from scratch. Our AI coach can tailor the playbook to your situation in minutes, then hand you a step-by-step plan.
Is the Local SEO Playbook free?
Yes. You can read the full playbook and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the Local SEO Playbook?
The coach teaches you the framework, asks a few questions about your business, tailors the playbook to you, and gives you measurable next steps to execute.