581 lines
11 KiB
Markdown
581 lines
11 KiB
Markdown
# 本地 SEO 指南
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本指南详细介绍如何优化本地商家在搜索引擎中的表现，特别是 Google Business Profile 和本地搜索排名。
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---
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## 📋 目录
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- [本地 SEO 概述](#本地-seo-概述)
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- [NAP 一致性](#nap-一致性)
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- [Google Business Profile 优化](#google-business-profile-优化)
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- [本地关键词优化](#本地关键词优化)
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- [本地结构化数据](#本地结构化数据)
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- [本地目录和评论](#本地目录和评论)
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---
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## 本地 SEO 概述
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本地 SEO 帮助本地商家在地理位置相关的搜索中获得更好的排名。
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### 为什么重要
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- ✅ 73% 的本地搜索会转化为实体店访问
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- ✅ "near me" 搜索增长 500%
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- ✅ 移动本地搜索占比 60%+
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- ✅ 竞争相对较小，ROI 高
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### 本地 SEO 排名因素
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Google 本地搜索排名三大因素：
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1. **相关性** - 业务与搜索的匹配度
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2. **距离** - 商家到搜索者的距离
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3. **权威性** - 在线声誉和知名度
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---
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## NAP 一致性
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### 什么是 NAP
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- **N**ame（名称）- 商家名称
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- **A**ddress（地址）- 完整地址
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- **P**hone（电话）- 电话号码
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### 重要性
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NAP 一致性是最重要的本地 SEO 因素之一。不一致会导致：
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- ❌ 搜索引擎混淆
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- ❌ 排名下降
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- ❌ 客户困扰
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### 标准化 NAP
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```bash
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/nap-check --standardize
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```
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**标准格式：**
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```markdown
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商家名称: SF Plumbing Services
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地址: 123 Main Street, San Francisco, CA 94102, USA
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电话: +1 (415) 555-0123
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注意：
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✅ 首选完整拼写（Street 不是 St.）
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✅ 包含邮政编码
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✅ 使用国际格式电话
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```
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### 检查一致性
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**需要检查的位置：**
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1. **网站**
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- 页脚
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- 联系页面
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- 关于页面
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2. **本地目录**
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- Google Business Profile
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- Yelp
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- Bing Places
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- Yellow Pages
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3. **社交媒体**
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- Facebook
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- Instagram
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- LinkedIn
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4. **其他**
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- 名片
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- 签名
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- 邮件
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使用模板：[NAP 标准化模板](../../templates/nap-standardization.md)
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---
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## Google Business Profile 优化
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### 基本设置
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**1. 验证商家**
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```markdown
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验证方式：
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├─ 邮寄明信片（1-2 周）
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├─ 电话验证（即时）
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├─ 电子邮件验证（即时）
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└─ 即时验证（特定业务）
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```
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**2. 完整填写信息**
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```bash
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/gbp-optimizer --analyze
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```
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**必需信息：**
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- ✅ 商家名称（与实际一致）
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- ✅ 地址
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- ✅ 电话
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- ✅ 类别（主要 + 次要）
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- ✅ 营业时间
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- ✅ 商家描述
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### 优化策略
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**1. 商家描述**
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```markdown
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## 优秀的商家描述
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SF Plumbing Services 是旧金山领先的水管维修服务提供商，
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拥有 15 年专业经验。我们提供 24/7 紧急服务，
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所有技师都经过认证和保险。
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服务范围包括 residential 和 commercial plumbing，
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从漏水修复到完整管道系统升级。我们承诺：
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100% 满意保证，明确定价，快速响应。
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📍 服务区域: 旧金山及周边 30 英里
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📞 24/7 紧急电话: +1 (415) 555-0123
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(750 字以内，包含关键词)
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```
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**2. 类别选择**
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```markdown
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主要类别: Plumber
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次要类别:
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├─ Emergency Plumber Service
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├─ Plumbing Supply Store
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└─ Water Damage Restoration Service
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注意：选择最相关的类别，不要过度选择
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```
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**3. 营业时间**
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```markdown
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标准营业时间:
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├─ 周一至周五: 8:00 AM - 6:00 PM
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├─ 周六: 9:00 AM - 3:00 PM
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└─ 周日: 休息
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特殊时间:
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├─ 节假日营业时间
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└─ 24/7 紧急服务
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```
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**4. 商家照片**
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```markdown
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推荐照片：
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├─ Logo（封面照）
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├─ 商家门面
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├─ 内部环境
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├─ 团队照片
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├─ 产品/服务照片
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└─ 前后对比照
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要求：
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├─ 至少 10 张照片
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├─ 高分辨率（最小 720x720px）
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├─ 良好光线
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└─ 定期更新（每月添加）
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```
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**5. 定期发布**
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```markdown
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发布频率：每周 1-2 次
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内容类型：
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├─ 促销活动
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├─ 服务更新
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├─ 客户评价
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├─ 行业贴士
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└─ 新闻事件
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使用模板：[GBP 发布示例](../../templates/gbp-post-examples.md)
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```
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### 评价管理
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**鼓励评价**
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```markdown
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## 请求评价策略
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时机：
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├─ 服务完成后
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├─ 客户满意时
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└─ 定期邮件
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方式：
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├─ 邮件请求
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├─ 短信链接
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├─ 二维码
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└─ 评价站点
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示例邮件：
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"感谢选择 SF Plumbing Services！如果满意我们的服务，
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请在 Google 上留下评价：[评价链接]"
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```
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**回应评价**
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```bash
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/gbp-optimizer --review-template
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```
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使用模板：[GBP 评价响应模板](../../templates/gbp-review-response.md)
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---
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## 本地关键词优化
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### 关键词研究
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```bash
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/local-keywords --city "San Francisco" --analyze
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```
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### 关键词类型
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**1. 服务 + 城市**
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```markdown
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示例：
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├─ plumber san francisco
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├─ plumbing services san francisco
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└─ san francisco plumbing
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```
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**2. 服务 + 区域**
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```markdown
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示例：
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├─ plumber sunset district sf
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├─ plumber nob hill san francisco
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└─ plumbing services 94102
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```
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**3. "near me" 关键词**
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```markdown
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示例：
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├─ emergency plumber near me
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├─ plumbing services near me
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└─ best plumber near me
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```
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**4. 问题型关键词**
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```markdown
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示例：
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├─ how to fix leaky faucet
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├─ what to do when pipe bursts
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└─ cost of water heater replacement
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```
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### 内容优化
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**创建本地页面**
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```typescript
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// app/locations/san-francisco/page.tsx
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export const metadata = {
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title: 'Plumbing Services San Francisco, CA | SF Plumbing Services',
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description: 'Professional plumbing services in San Francisco, CA. 24/7 emergency plumber, residential and commercial. Call +1 (415) 555-0123.',
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}
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export default function SanFranciscoPage() {
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return (
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<div>
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<h1>Plumbing Services in San Francisco, CA</h1>
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<section>
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<h2>Why Choose SF Plumbing Services?</h2>
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<p>Serving San Francisco for over 15 years...</p>
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</section>
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<section>
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<h2>Our Services in San Francisco</h2>
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<ul>
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<li>Emergency Plumbing</li>
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<li>Drain Cleaning</li>
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<li>Water Heater Installation</li>
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</ul>
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</section>
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<section>
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<h2>Service Areas</h2>
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<p>We serve all neighborhoods including:</p>
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<ul>
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<li>Sunset District</li>
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<li>Richmond District</li>
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<li>Mission District</li>
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<li>Nob Hill</li>
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<li>Pacific Heights</li>
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</ul>
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</section>
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<section>
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<h2>Customer Reviews</h2>
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{/* Google Reviews 嵌入 */}
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</section>
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</div>
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);
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}
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```
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使用模板：[本地关键词优化模板](../../templates/local-keyword-optimization.md)
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---
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## 本地结构化数据
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### LocalBusiness Schema
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```bash
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/local-business-schema
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```
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### 完整示例
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```json
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{
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"@context": "https://schema.org",
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"@type": "PlumbingService",
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"name": "SF Plumbing Services",
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"image": "https://sfplumbing.com/logo.jpg",
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"telephone": "+1 (415) 555-0123",
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"url": "https://sfplumbing.com",
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"address": {
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"@type": "PostalAddress",
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"streetAddress": "123 Main Street",
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"addressLocality": "San Francisco",
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"addressRegion": "CA",
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"postalCode": "94102",
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"addressCountry": "US"
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},
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"geo": {
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"@type": "GeoCoordinates",
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"latitude": 37.7749,
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"longitude": -122.4194
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},
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"openingHoursSpecification": [
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{
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"@type": "OpeningHoursSpecification",
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"dayOfWeek": ["Monday", "Tuesday", "Wednesday", "Thursday", "Friday"],
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"opens": "08:00",
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"closes": "18:00"
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},
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{
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"@type": "OpeningHoursSpecification",
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"dayOfWeek": "Saturday",
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"opens": "09:00",
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"closes": "15:00"
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}
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],
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"priceRange": "$$",
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"aggregateRating": {
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"@type": "AggregateRating",
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"ratingValue": "4.8",
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"reviewCount": "52"
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},
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"areaServed": [
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{
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"@type": "City",
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"name": "San Francisco"
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},
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{
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"@type": "GeoCircle",
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"geoMidpoint": {
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"@type": "GeoCoordinates",
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"latitude": 37.7749,
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"longitude": -122.4194
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},
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"geoRadius": "30 mi"
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}
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]
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}
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```
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### 添加到网站
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```typescript
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// app/layout.tsx
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export default function RootLayout({ children }) {
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const localBusinessSchema = {
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"@context": "https://schema.org",
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"@type": "PlumbingService",
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// ... schema data
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};
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return (
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<html lang="en">
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<head>
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<script
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type="application/ld+json"
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dangerouslySetInnerHTML={{
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__html: JSON.stringify(localBusinessSchema)
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}}
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/>
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</head>
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<body>{children}</body>
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</html>
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);
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}
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```
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---
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## 本地目录和评论
|
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### 提交到本地目录
|
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```bash
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/directories
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```
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**高优先级目录：**
|
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1. **Google Business Profile** ✅ 必需
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2. **Yelp** - 高流量
|
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3. **Bing Places** - 必需
|
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4. **Apple Maps Connect** - iOS 用户
|
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5. **Nextdoor** - 本地社区
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|
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**行业特定目录：**
|
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- Angie's List
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- HomeAdvisor
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- Thumbtack
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- Porch
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### 评价策略
|
||
|
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**主动获取评价**
|
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|
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```markdown
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评价目标：
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├─ 1 个月: 10 个评价
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├─ 3 个月: 25 个评价
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├─ 6 个月: 50 个评价
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└─ 1 年: 100+ 评价
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平均评分目标: 4.5+ 星
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```
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**评价管理清单**
|
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|
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使用模板：[本地 SEO 检查清单](../../templates/local-seo-checklist.md)
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|
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---
|
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## 地图嵌入
|
||
|
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### Google Maps 嵌入
|
||
|
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```bash
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# 生成嵌入代码
|
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/google-map-embed
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```
|
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|
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使用模板：[Google 地图嵌入](../../templates/google-map-embed.md)
|
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|
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**示例：**
|
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|
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```html
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<iframe
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src="https://www.google.com/maps/embed?pb=..."
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width="600"
|
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height="450"
|
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style="border:0;"
|
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allowFullScreen=""
|
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loading="lazy"
|
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referrerPolicy="no-referrer-when-downgrade">
|
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</iframe>
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```
|
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|
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---
|
||
|
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## 最佳实践
|
||
|
||
### 1. 一致性优先
|
||
|
||
```markdown
|
||
✅ 确保 NAP 在所有平台一致
|
||
✅ 定期检查和更新
|
||
✅ 使用标准格式
|
||
```
|
||
|
||
### 2. 活跃度
|
||
|
||
```markdown
|
||
✅ 定期发布 GBP 更新（每周）
|
||
✅ 回应所有评价（正面和负面）
|
||
✅ 添加新照片（每月）
|
||
✅ 发布优惠活动
|
||
```
|
||
|
||
### 3. 监控和分析
|
||
|
||
```bash
|
||
# 定期审计
|
||
/local-seo-audit --deep
|
||
|
||
# NAP 检查
|
||
/nap-check
|
||
|
||
# GBP 优化
|
||
/gbp-optimizer --analyze
|
||
```
|
||
|
||
---
|
||
|
||
## 🔧 实用命令
|
||
|
||
```bash
|
||
# 本地 SEO 审计
|
||
/local-seo-audit [--deep]
|
||
|
||
# NAP 一致性检查
|
||
/nap-check [--standardize]
|
||
|
||
# 本地关键词优化
|
||
/local-keywords [--city <城市>] [--analyze]
|
||
|
||
# GBP 优化
|
||
/gbp-optimizer [--analyze] [--review-template]
|
||
|
||
# 本地结构化数据
|
||
/local-business-schema
|
||
```
|
||
|
||
---
|
||
|
||
## 📚 相关资源
|
||
|
||
- [Google Business Profile 帮助](https://support.google.com/business)
|
||
- [本地 SEO 检查清单](../../templates/local-seo-checklist.md)
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- [Yelp 商户指南](https://business.yelp.com/)
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---
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**相关指南：**
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- [结构化数据指南](structured-data.md)
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- [元数据优化指南](metadata-optimization.md)
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---
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**需要帮助？** 访问 [GitHub Issues](https://github.com/huifer/claude-code-seo/issues)
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