This document discusses how to grow a brand through local SEO and optimizing a Google My Business account. It provides tips on tracking customer behavior metrics, optimizing account details like name, address, phone, category and hours, posting regularly to engage customers, and using Google Ads to further accelerate growth. The key message is that local SEO signals from Google My Business account optimization can account for over half of local ranking factors, so businesses should measure performance, test changes, and consistently improve their account over time.

1. Grow your brand and local SEO
with Google My Business
Esteban Martinez

2. Agenda
● What local SEO and GMB?
● Change in consumer behaviour online
● What your customers are looking for
● Tracking, Testing and Scaling
● Optimising your Google My Business Account
● Engaging with customer
● Takeaways

3. What is local SEO and GMB?
The marketing
strategy to increase
traffic and sales to
both online and
bricks-and-mortar
businesses

4. Local SEO ranking factors
Google My Business Signals *25.1%
Link Signals 16.5%
Review Signals 15.4%
On-Page Signals *13.8%
Citation Signals *10.8%
Behavioral Signals 9.6%
Personalization *5.9%
Social Signals 2.8%
*55.6% of
signals can be
optimised

5. Rise of near me search queries

6. Mobile is king
Mobile overtook
desktop for
internet usage
back in 2016

7. Know your customer

9. First impressions count

10. The SERP is your new homepage
Entice people to your brand
● Business name
● Photos
● Customer reviews
● Address
● Open hours
● Phone number
● Directions
● Questions & Answers
● Popular times
● Posts
● Offers
● Menu
● SMS message
● Similar businesses

11. Is your GMB hyper optimised?

12. NAP is now NAPWCHD
Don’t be confused
● Name
● Address
● Phone number
● Website
● Category
● Hours
● Description

13. Data is king

14. Measure, optimise and scale fast
Google analytics doesn’t attribute GMB traffic
● ?utm_source=GMB&utm_medium=Website
● ?utm_source=GMB&utm_medium=Appointment
● ?utm_source=GMB&utm_medium=Menu

15. Create high quality citations
NAPWCHD needs to
be consistent:
● Road or rd
● Street or st
● 9am or 0900

16. Images are your secret weapon
Place GPS coordinates
within your image file
geoimgr.com.
Pro tip:
Include keyword and
location to file name,
description and all
attributes.

17. Consistency is key

18. GMB Insights

19. GMB Insights

20. Scale your efforts

22. Build out additional categories

23. Power up with daily posts

24. Does this really work?

25. Pay attention to Questions & Answers

26. People ask strange questions

27. Grow with directions

28. Respond to all feedback
Google loves reviews and
user generated content.
Plus replying shows people
that you care about your
customers.

29. Easily connect with customers

30. Accelerate growth with Google Ads

31. Keep testing,
learning and
scaling.

32. Thank you
Esteban Martinez