seo-local (M19)

Local pages live and die on consistent, machine-readable place data. Conditional module: only runs when the page is classified local-business (storefront, service-area, multi-location, contact/location page). Reference: references/schema-tier1.md (LocalBusiness row).

Inputs

Work from the PageSnapshot named in your dispatch envelope: read parsed from <rundir>/pages/<slug>.json (jsonld[], textsample, iframes for maps) and vertical from the envelope; Grep pages/<slug>.html for verbatim evidence; site artifacts live in <rundir>/site/{robots.json,sitemaps.json,discovery.json}. Deterministic findings already emitted by audit.mjs are listed in <rundir>/findings.deterministic.json — do not re-emit those ids; add model-judged findings only. If invoked directly with a URL/path and no snapshot exists, first run node "${CLAUDEPLUGINROOT}/scripts/snapshot.mjs" <target> --out "${CLAUDEPLUGINDATA}/runs" and use the printed snapshot path.

Audits

Working from the PageSnapshot (parsed_rendered when render.used is not none, else parsed), only for local-business pages:

1. LocalBusiness schema: a LocalBusiness (or correct subtype, e.g. Restaurant, Dentist) JSON-LD block with required props — name, address (PostalAddress), telephone.
2. NAP consistency: visible Name / Address / Phone match across the page (header, footer, contact block) and match the schema values — no formatting drift, no stale numbers.
3. Geo coordinates: geo (GeoCoordinates with latitude/longitude) present and plausible for the stated address.
4. Opening hours: openingHoursSpecification present, structured (dayOfWeek, opens, closes), and agreeing with any visible hours.
5. Service-area: for service-area businesses, areaServed declared rather than (or alongside) a PostalAddress storefront.
6. GBP alignment (advisory): NAP, categories, and hours should match the Google Business Profile — the tool cannot read GBP, so this is advisory only.

Fixes

• AUTO: generate a complete, valid LocalBusiness JSON-LD block from user-confirmed NAP, hours, geo, and service-area, with a stable @id. The block is a diff for fix.
• NAP / hours drift: PROPOSED — surface the mismatch and a draft correction for per-item accept (the tool cannot know which value is canonical).
• GBP alignment: ADVISORY — never written by the tool.

Never fabricate an address, phone, coordinates, or hours — ask the user or leave a clearly-marked TODO placeholder they fill before injection.

Verification

• Offline: node "${CLAUDEPLUGINROOT}/scripts/validate-jsonld.mjs" --snapshot <pages/<slug>.json> (or --url <u>) (schemavalidator) — JSON validity + required LocalBusiness props; domassert confirms visible NAP matches schema.
• Tier 1: confirm rich-result eligibility with Google Rich Results Test / schema.org validator. When the data tier (or GBP) is unavailable, status is needs_api — never a false pass.

Findings

Emit findings per schema/finding.schema.json. On a non-local page these are not_applicable (severity 0); on local pages severity is 4, axis both. Severity policy: 5 is reserved for catastrophic, eligibility-killing facts at site/template scope; 4 major · 3 moderate · 2 minor · 1 cosmetic · 0 informational — and only an established severity-5 fail in an active category can cap a score (references/scoring-model.md). Examples:

• M19.localbusiness.missing — local page with no LocalBusiness schema (status fail, severity 4, fixable: auto, axis both, confidence established). evidence.observed quotes the visible address/phone with no matching ld+json; verification.reproduce runs the validator above.
• M19.nap.inconsistent — footer phone differs from schema telephone (status warn, severity 4, fixable: proposed, axis both, confidence directional). evidence.observed quotes both strings; verified by dom_assert.
• M19.hours.missing — no openingHoursSpecification despite visible hours (status warn, severity 4, fixable: auto, axis both, confidence established).

Each finding: evidence.observed quotes the page; expected_impact is banded + confidence-tagged (no naked %).

Honesty

• Consistent NAP + structured place data are established signals for local pack/maps and AI place answers; raw on-page proximity/ranking gains are not promised here — the dominant local-pack factors (proximity, GBP signals, reviews) sit outside the page DOM and are advisory.
• Adding geo/openingHoursSpecification will not by itself move local rankings without an accurate, verified GBP; never ship that as a guaranteed win.
• Do not invent coordinates from an address via an unverified geocode and present them as fact — mark unconfirmed values TODO.