---
name: seo-local-audit
description: |
  Local business SEO auditor for Korean-market businesses. Covers business identity extraction,
  NAP consistency, Google Business Profile, Naver Smart Place, Kakao Map, local citations,
  and LocalBusiness schema validation.
  Triggers: local SEO, NAP audit, Google Business Profile, GBP optimization, local citations,
  네이버 스마트플레이스, 카카오맵, 로컬 SEO.
---

# SEO Local Audit

## Purpose

Audit local business SEO for Korean-market businesses: business identity extraction, NAP consistency, GBP optimization, Naver Smart Place, Kakao Map, local citations, and LocalBusiness schema markup.

## Core Capabilities

1. **Business Identity** - Extract official names, address, phone from website schema/content
2. **NAP Consistency** - Cross-platform verification against canonical NAP
3. **GBP Optimization** - Layered discovery + profile completeness audit
4. **Naver Smart Place** - Layered discovery + listing completeness audit
5. **Kakao Map** - Presence verification + NAP check
6. **Citation Audit** - Korean-first directory presence
7. **Schema Validation** - LocalBusiness JSON-LD markup

## MCP Tool Usage

```
mcp__firecrawl__scrape: Extract NAP and schema from website
mcp__perplexity__search: Find citations, GBP, Naver Place listings
mcp__notion__create-page: Save audit findings
```

## Workflow

### Step 0: Business Identity (MANDATORY FIRST STEP)

Before any audit, establish the official business identity.

**Sources (in priority order):**
1. Website schema markup (JSON-LD `Organization`, `Hospital`, `LocalBusiness`) — `name` field is authoritative
2. Contact page / About page
3. Footer (address, phone, social links)
4. User-provided information

**Data to collect:**

| Field | Example |
|-------|---------|
| Official name (Korean) | 제이미성형외과의원 |
| Official name (English) | Jamie Plastic Surgery Clinic |
| Brand/display name | Jamie Clinic |
| Website URL | https://www.jamie.clinic |
| Address (Korean) | 서울특별시 강남구 ... |
| Phone | 02-XXX-XXXX |
| Known GBP URL | (if available) |
| Known Naver Place URL | (if available) |
| Known Kakao Map URL | (if available) |

Look for these URL patterns in `sameAs`, footer links, or embedded iframes:
- GBP: `maps.app.goo.gl/*`, `google.com/maps/place/*`, `g.page/*`
- Naver Place: `naver.me/*`, `map.naver.com/*/place/*`, `m.place.naver.com/*`
- Kakao Map: `place.map.kakao.com/*`, `kko.to/*`

### Step 1: Website NAP Extraction

Scrape header, footer, contact page, about page. Cross-reference with schema markup. Establish the **canonical NAP** baseline.

### Step 2: GBP Verification & Audit

**Layered discovery (try in order, stop when found):**
1. Use provided GBP URL (from Step 0 or user input)
2. Check website for GBP link (footer, contact, schema `sameAs`, embedded Google Maps iframe)
3. Search: `"[Korean Name]" "[City/District]" Google Maps`
4. Search: `"[English Name]" Google Maps [City]`
5. Search: `"[exact phone number]" site:google.com/maps`

**Important**: Google Maps is JS-rendered — scraping tools cannot extract business data. Use search for discovery, verify via search result snippets.

**If found — audit checklist (score /10):**
- [ ] Business name matches canonical NAP
- [ ] Address is complete and accurate
- [ ] Phone number matches
- [ ] Business hours are current
- [ ] Primary + secondary categories appropriate
- [ ] Business description complete
- [ ] 10+ photos uploaded
- [ ] Posts are recent (within 7 days)
- [ ] Reviews are responded to
- [ ] Q&A section is active

**If NOT found:** Report as **"not discoverable via web search"** (distinct from "does not exist").

### Step 3: Naver Smart Place Verification & Audit

**Layered discovery (try in order, stop when found):**
1. Use provided Naver Place URL (from Step 0 or user input)
2. Check website for Naver Place link (footer, contact, schema `sameAs`)
3. Search: `"[Korean Name]" site:map.naver.com`
4. Search: `"[Korean Name]" 네이버 지도 [district]`
5. Search: `"[Korean Name]" 네이버 스마트플레이스`
6. Search: `"[exact phone number]" site:map.naver.com`

**Important**: Naver Map is JS-rendered — scraping tools cannot extract data. Use search for discovery, verify via snippets.

**If found — audit checklist (score /10):**
- [ ] Business name matches canonical NAP
- [ ] Address is complete and accurate
- [ ] Phone number matches
- [ ] Business hours are current
- [ ] Place is "claimed" (owner-managed / 업주 등록)
- [ ] Keywords/tags are set
- [ ] Booking/reservation link present
- [ ] Recent blog reviews linked
- [ ] Photos uploaded and current
- [ ] Menu/service/price information present

**If NOT found:** Report as **"not discoverable via web search"** (not "does not exist" or "not registered").

### Step 4: Kakao Map Verification

**Discovery:**
1. Use provided Kakao Map URL (from Step 0)
2. Check website for Kakao Map link (`place.map.kakao.com/*`, `kko.to/*`)
3. Search: `"[Korean Name]" site:place.map.kakao.com`
4. Search: `"[Korean Name]" 카카오맵 [district]`

**If found:** Verify NAP consistency against canonical NAP.

### Step 5: Citation Discovery

**Korean market platform priorities:**

| Platform | Priority | Market |
|----------|----------|--------|
| Google Business Profile | Critical | Global |
| Naver Smart Place (네이버 스마트플레이스) | Critical | Korea |
| Kakao Map (카카오맵) | High | Korea |
| Industry-specific directories | High | Varies |
| Apple Maps | Medium | Global |
| Bing Places | Low | Global |

**Korean medical/cosmetic industry directories:**
- 강남언니 (Gangnam Unni)
- 바비톡 (Babitalk)
- 성예사 (Sungyesa)
- 굿닥 (Goodoc)
- 똑닥 (Ddocdoc)
- 모두닥 (Modoodoc)
- 하이닥 (HiDoc)

### Step 6: NAP Consistency Report

Cross-reference all sources against canonical NAP.

**Common inconsistency points:**
- Building/landmark names — authoritative source is the **business registration certificate** (사업자등록증)
- Phone format variations (02-XXX-XXXX vs +82-2-XXX-XXXX)
- Address format (road-name vs lot-number / 도로명 vs 지번)
- Korean vs English name spelling variations
- Suite/floor number omissions

### Step 7: LocalBusiness Schema Validation

Validate JSON-LD completeness: @type, name, address, telephone, openingHours, geo (GeoCoordinates), sameAs (GBP, Naver, Kakao, social), url, image.

## Scoring

| Component | Weight | Max Score |
|-----------|--------|-----------|
| Business Identity completeness | 5% | /10 |
| NAP Consistency | 20% | /10 |
| GBP Optimization | 20% | /10 |
| Naver Smart Place | 20% | /10 |
| Kakao Map presence | 10% | /10 |
| Citations (directories) | 10% | /10 |
| LocalBusiness Schema | 15% | /10 |

**Overall Local SEO Score** = weighted average, normalized to /100.

## Output Format

```markdown
## Local SEO Audit: [Business]

### Business Identity
| Field | Value |
|-------|-------|
| Korean Name | ... |
| English Name | ... |
| Address | ... |
| Phone | ... |

### NAP Consistency: X/10
| Source | Name | Address | Phone | Status |
|--------|------|---------|-------|--------|
| Website | OK/Issue | OK/Issue | OK/Issue | Match/Mismatch |
| GBP | OK/Issue | OK/Issue | OK/Issue | Match/Mismatch |
| Naver Place | OK/Issue | OK/Issue | OK/Issue | Match/Mismatch |
| Kakao Map | OK/Issue | OK/Issue | OK/Issue | Match/Mismatch |

### GBP Score: X/10
[Checklist results]

### Naver Smart Place: X/10
[Checklist results]

### Kakao Map: X/10
[Status + NAP check]

### Citations: X/10
| Platform | Found | NAP Match |
|----------|-------|-----------|
| ... | | |

### LocalBusiness Schema: X/10
- Present: Yes/No
- Valid: Yes/No
- Missing fields: [list]

### Overall Score: XX/100 (Grade)
### Priority Actions
1. [Recommendations]
```

## Notes

- GBP and Naver Map are JS-rendered — scraping tools cannot extract listing data. Always use search for discovery.
- "Not discoverable via web search" != "does not exist." Always use this precise language.
- For Korean businesses, Naver Smart Place is as important as GBP (often more so for domestic traffic).

## Notion Output (Required)

All audit reports MUST be saved to OurDigital SEO Audit Log:
- **Database ID**: `2c8581e5-8a1e-8035-880b-e38cefc2f3ef`
- **Properties**: Issue (title), Site (url), Category (Local SEO), Priority, Found Date, Audit ID
- **Language**: Korean with English technical terms
- **Audit ID Format**: LOCAL-YYYYMMDD-NNN