Local SEO scopes drift more than any other engagement type.
It starts with "optimise our Google Business Profile." Then it's "can you also handle the reviews?" Then "we just opened a new location." Then "our citations are inconsistent." Each addition is small. Together, they double the workload without changing the fee.
The root cause is that local SEO has more variables than most agencies account for: number of locations, GBP maturity, citation state, content needs, review management, and whether the client expects reporting per location or in aggregate.
This template makes those variables explicit so your scope matches reality from day one.
Who this is for
- SEO agencies managing multi-location clients
- Local SEO specialists scoping city or regional campaigns
- Account managers pricing local SEO add-ons to broader retainers
- Agencies expanding from national to local SEO service delivery
Variables that change local SEO scope
| Variable | Impact |
|---|---|
| Number of locations | 1 vs 5 vs 50 — each location multiplies GBP and citation work |
| GBP state | New profiles vs established — setup vs optimisation vs recovery |
| Citation baseline | Clean vs inconsistent NAP across directories |
| Content scope | Local landing pages, blog content, location-specific pages |
| Review management | Monitoring only vs response management vs generation strategy |
| Reporting granularity | Per-location vs aggregate vs both |
| Competitor density | High-competition local markets need more aggressive strategy |
What a local SEO scope should contain
| Section | Key details |
|---|---|
| Locations in scope | Specific addresses, new vs existing, primary vs secondary |
| GBP work | Setup, optimisation, posts, Q&A, photo management |
| Citation management | Audit, cleanup, new submissions, ongoing monitoring |
| Local content | Location pages, local blog content, schema markup |
| Review management | Monitoring, response templates, generation campaigns |
| On-page local SEO | NAP consistency, local schema, geo-targeted content |
| Reporting | Ranking tracking (local pack + organic), GBP insights, review metrics |
| Exclusions | Paid local ads, physical signage, non-SEO marketing |
Locations in scope
- Location 1: [Address] — existing GBP, primary focus
- Location 2: [Address] — new GBP setup required
- Location 3: [Address] — existing GBP, optimisation only
- Additional locations: priced per location at [rate]
Google Business Profile management
- GBP audit and optimisation (categories, attributes, description, services)
- Monthly GBP posts ([X] posts per location per month)
- Photo uploads and management ([X] photos per location per quarter)
- Q&A monitoring and responses
- GBP product/service listings (if applicable)
Citation management
- Initial citation audit (top 40 directories)
- NAP cleanup and correction (inconsistent listings)
- New citation submissions ([X] priority directories)
- Ongoing citation monitoring (quarterly)
Local content
- Location landing pages ([X] pages, [X] words each)
- Local blog content ([X] posts per month)
- Location-specific schema markup (LocalBusiness, GeoCoordinates)
- Internal linking to location pages from main site
Review management
- Review monitoring across platforms (Google, Yelp, industry-specific)
- Response management (respond within [X] business days)
- Review generation strategy (email/SMS templates, process recommendations)
- Monthly review metrics report
Reporting
- Local pack ranking tracking ([X] keywords per location)
- GBP insights (views, searches, actions) — monthly
- Citation health check — quarterly
- Review velocity and sentiment — monthly
- Consolidated performance report — monthly
Exclusions
- Google Ads / Local Services Ads management
- Social media management
- Physical marketing materials or signage
- Website redesign or development
- Content writing beyond specified deliverables
- Locations not listed above
Pricing by location count
| Locations | Typical monthly scope | Key considerations |
|---|---|---|
| 1–3 | Core GBP + citations + reporting | Can often be bundled with broader SEO retainer |
| 4–10 | Per-location work multiplied + shared strategy | Need location-level reporting, template-based processes |
| 10–50 | Systemised approach required | Per-location fees decrease, aggregate reporting, API-based citation management |
| 50+ | Enterprise local SEO | Dedicated account resources, franchise/brand consistency, custom reporting |
How RuleDox helps
Local SEO scopes are highly variable — the same agency might scope a 2-location dental practice and a 40-location franchise in the same week. Manual assembly means re-deciding deliverables, recalculating hours, and rewriting exclusions every time.
With RuleDox:
- Location count drives scope — 5 locations vs 50 locations produces different deliverables automatically
- GBP state determines setup work — new profiles include setup sections, existing profiles don't
- Citation scope scales — hours and deliverables adjust based on location count
- Exclusions stay complete — "paid local ads not included" appears consistently
FAQ
Should review management be in the SEO scope or separate? It depends on whether reviews are part of the SEO strategy or a standalone service. If review generation and response are core to local rankings (they are), include them in the SEO scope with clear deliverables. If the client has a separate reputation management provider, exclude reviews and note it.
How do I price local SEO for multi-location clients? Base fee for strategy and reporting + per-location fee for GBP, citations, and local content. The per-location fee typically decreases as location count increases (economies of scale). Always specify what "per location" includes.
What's the most common mistake in local SEO scoping? Not specifying location count in the scope. "Local SEO management" without listing specific locations leads to "we just opened another location — that's included, right?" Define locations explicitly and include a per-location rate for additions.