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local.md

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+# Local SEO
+
+## Google Business Profile
+- Claim and verify your listing — unverified profiles don't rank
+- Complete ALL fields: hours, services, attributes, products
+- Primary category: choose the most specific match (not generic "Business")
+- Photos: businesses with photos get 42% more direction requests
+- Posts: weekly updates show activity, appear in Knowledge Panel
+- Q&A: seed with common questions, monitor for spam
+
+## NAP Consistency
+- NAP = Name, Address, Phone — must be IDENTICAL everywhere
+- Format matters: "Street" vs "St." is a mismatch to Google
+- Check major directories: Yelp, Yellow Pages, Facebook, Apple Maps, Bing Places
+- Use local phone number — toll-free looks non-local
+- Update NAP when moving — inconsistency tanks rankings for months
+
+## Local Keywords
+- "[Service] + [City]" pages for each location served
+- "near me" queries: proximity + relevance + prominence
+- Neighborhood/district names for dense metros
+- Location in title tag: "Plumber in Austin, TX | Company Name"
+- Service area pages: one per city, unique content each
+
+## Reviews
+- Quantity + recency + rating: all three matter for local pack
+- Respond to ALL reviews — especially negative, shows engagement
+- Never buy fake reviews — Google detects patterns, leads to suspension
+- Review velocity: steady flow better than sudden burst
+- Ask at point of transaction — "leave a review" links in receipts/emails
+
+## Citations
+- Structured citations: business directories with NAP
+- Unstructured citations: mentions in articles, blogs, news
+- Industry-specific directories: lawyers on Avvo, restaurants on TripAdvisor
+- Chamber of commerce and local business associations
+- Data aggregators (Factual, Localeze) push to multiple directories
+
+## Local Content
+- Location pages with unique content — not just NAP + map
+- Local news/events coverage — shows community involvement
+- Case studies with local clients — builds local relevance signals
+- Embed Google Maps — helps Google verify location