What is LocalBusiness schema and why is it important?

LocalBusiness schema helps search engines understand your business location, contact details, and services to improve local search visibility and rich results.

Do you include Australian-specific fields like +61 phones and ABN?

Yes. The package is Australian-optimised, using +61 phone formatting and ABN fields, plus suburb-pattern areaServed data.

How often should I update the generated data?

Update whenever business details change (phone, hours, address, or services). Re-run the tool to refresh head tags, JSON-LD, robots.txt, and sitemap.xml to maintain accuracy.

seo-local-business

npx machina-cli add skill jezweb/claude-skills/seo-local-business --openclaw

Files (1)

SKILL.md

5.2 KB

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

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

Use assets/head-template.html as your base. Fill in all placeholders.

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):

{
  "@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"
    }
  ],
  "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):

{
  "@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):

{
  "@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

Use assets/robots-template.txt and assets/sitemap-template.xml. Populate with all site pages.

Step 5: Validate

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

Australian-Specific Patterns

Phone Numbers

<!-- 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:

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

Service Areas

Use Australian city and suburb names:

"areaServed": [
  { "@type": "City", "name": "Newcastle" },
  { "@type": "City", "name": "Maitland" },
  { "@type": "City", "name": "Lake Macquarie" }
]

Geo Tags

Include state-specific geo meta tags:

<meta name="geo.region" content="AU-NSW">
<meta name="geo.placename" content="Newcastle">
<meta name="geo.position" content="-32.9283;151.7817">
<meta name="ICBM" content="-32.9283, 151.7817">

See references/schema-properties.md for the full list of LocalBusiness and Service schema properties.

Source

git clone https://github.com/jezweb/claude-skills/blob/main/plugins/web-design/skills/seo-local-business/SKILL.mdView on GitHub

Overview

Generates a complete local SEO package for business websites, including the HTML head, JSON-LD LocalBusiness (plus Service and FAQ schemas), robots.txt, and sitemap.xml. It’s designed for Australia with +61 phone formatting, ABN handling, and suburb-based areaServed patterns to boost local visibility.

How This Skill Works

Step 1 collects essential business data (name, ABN, location, phone, hours, services). Step 2 fills the head-template.html to create page-specific title tags, meta descriptions, and OG/Twitter meta. Step 3 outputs LocalBusiness, Service, and FAQ JSON-LD schemas, plus robots.txt and sitemap.xml for search engines.

When to Use It

Launching or reworking a local business site in Australia
Improving local search visibility for city or suburb targets
Adding service pages with structured data and local context
Updating contact info, opening hours, or service areas
Implementing crawlable structure with robots.txt and a current sitemap.xml

Quick Start

Step 1: Gather essential business data (name, ABN, location, +61 phone, hours, services, address, suburbs served)
Step 2: Generate the head tags using assets/head-template.html and apply page-specific title/meta patterns
Step 3: Produce LocalBusiness + Service + FAQ JSON-LD, plus robots.txt and sitemap.xml, then publish

Best Practices

Collect accurate business data (including ABN and +61 phone formatting) and confirm suburb patterns
Maintain consistent NAP (name, address, phone) across all pages
Validate JSON-LD with Google's schema testing tools after generation
Adhere to title and meta description length guidelines for each page type
Keep robots.txt and sitemap.xml up to date and reflect site changes

Example Use Cases

ABC Plumbing Newcastle (NSW) with LocalBusiness + Service schemas and suburb-based areaServed
BrightCare Electrical Sydney (NSW) featuring full HTML head, FAQ JSON-LD, and service pages
Coastal Bakery Wollongong (NSW) using LocalBusiness data and region-specific contact details
GreenLeaf Landscaping Newcastle (NSW) employing ABN +61 formatting and areaServed patterns
Harbor IT Services Port Melbourne (VIC) with robots.txt and sitemap.xml tuned for crawlability

Frequently Asked Questions

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