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Beyond the Basics:
5 Google Business Profile
Elements You Might Not Know
About But REALLY Should
Claire Carlile | BrightLocal
https://www.slideshare.net/clairecarlile
@clairecarlile
@clairecarlile
That thing when Google
changes the name of a
product between your
pitch and your talk
Section Title Green
https://bit.ly/
5-GBP-elements
@clairecarlile
Title and body copy blue
@clairecarlile
Name
Address
Phone number
Categories
Business description
Photos
So, you’ve done these things…
Text right image left
@clairecarlile
Section Title
3 reasons why "set it and
forget it" isn’t an option...
@clairecarlile
@clairecarlile
1. Changes in the way
the local SERP looks
Text left image right
@clairecarlile
@MaryBowling
Text left image right
No map pack links and
a RHS map
@clairecarlile
“Google is
your new
home page”
Text left image right
@clairecarlile
Mike Blumenthal
@clairecarlile
2. Changes in the way
buyers search and
make choices
Over 50% of all traffic
worldwide is generated
through mobile
phones...
Text left image right
@clairecarlile
I want to know
I want to go
I want to do
I want to buy
Text left image right
@clairecarlile
Text left image right
@clairecarlile
World events influence the
phrases we use
@clairecarlile
3. Changes in the
features of Google
Business Profile
@clairecarlile
@clairecarlile
(ish) NMX
Request a quote
@clairecarlile
https://www.sterlingsky.ca/
google-local-changes/
@clairecarlile
@clairecarlile
Section Title Green
DON’T PANIC
@clairecarlile
Presentation outline
Text left image right
@clairecarlile
5 elements
The ‘basic’ to the ‘beyond’
5 BONUS resources
Main Title Slide
Alternate
1. Monitor the SERP
landscape
@clairecarlile
Section Title Green
@clairecarlile
BASIC
Section Title Green
@clairecarlile
BEYOND…
How does
your profile
look?
How do your
competitors
look?
Text left image right
@clairecarlile
Title and body copy blue
One glance
is never
enough...
Branded search
Non-branded search
Map pack
Local finder
Business profile
Google Maps
Desktop
Mobile
Operating systems
Location
@clairecarlile
Automate the process
using tools
Text left image right
@clairecarlile
Text left image right
@clairecarlile
Mobile Moxie's SERP Datalyser
Text left image right
@clairecarlile
BrightLocal's
Local Search
Rank Checker
Text left image right
@clairecarlile
BrightLocal's
Local Search Grid
Put together a test set
(not just clients)
Text left image right
@clairecarlile
Section Title Green
@clairecarlile
BONUS 1
https://bit.ly/gbp-monitoring
Text left image right
@clairecarlile
what?
when?
who?
Main Title Slide
Alternate
2. Measure ROI
@clairecarlile
Section Title Green
@clairecarlile
BASIC
Section Title Green
@clairecarlile
BEYOND…
So many
questions...
Text left image right
@clairecarlile
What’s working? What isn’t?
Which GBP features are
driving traffic?
Which features are driving
traffic that converts?
Text left image right
@clairecarlile
Text left image right
@clairecarlile
Traffic from GBP with
no UTM tagging...
organic direct
OR
Text left image right
@clairecarlile
Add UTM tagging to
answer these questions
(and more)
Text left image right
@clairecarlile
How much £$ is GBP
driving overall?
Text left image right
@clairecarlile
What does GBP traffic do, besides
spending £$?
Text left image right
@clairecarlile
How many conversions
is GBP driving?
Text left image right
@clairecarlile
Should I bother with Google
posts or Google products?
UTM Tagging FTW
Text left image right
@clairecarlile
https://moz.com/blog/
utm-tagging-google-my-business
Section Title Green
@clairecarlile
BONUS 2
Text left image right
@clairecarlile
https://www.clairecarlilemarketing.com/
resources/claires-complete-guide-to-
utm-tagging-for-gmb/
Tagging
made
easy
Main Title Slide
Alternate
3. Reviews
@clairecarlile
Section Title Green
@clairecarlile
BASIC
Section Title Green
@clairecarlile
BEYOND…
Text left image right
@clairecarlile
First
impressions
count
Text left image right
@clairecarlile
Review
snippets
Text left image right
@clairecarlile
Review snippets -
where do they
come from?
Text left image right
@clairecarlile
“Review snippets show keywords
most mentioned in quotes from
Google reviewers. These snippets
are selected by an algorithm…”
https://support.google.com/business/
answer/6088158
Text left image right
@clairecarlile
“...some businesses may have
different review snippets when
accessed through different
devices, platforms, languages, or
locations.”
https://support.google.com/business/answ
er/6088158
Text left image right
@clairecarlile
“If your business has Place
Topics, they may create some of
the review snippets…”
https://support.google.com/business
/answer/6088158
Text left image right
@clairecarlile
OMG SO WTF are
place topics?
Text left image right
@clairecarlile
Place
topics
Text left image right
@clairecarlile
Place
topics
Text left image right
@clairecarlile
Semantically
similar
Text left image right
@clairecarlile
‘Place topics’ *might* replace
Google’s previous implementation…
https://whitespark.ca/blog/
featured-reviews-in-gmb-place-topics/
Text left image right
@clairecarlile
1
2
3
Text left image right
@clairecarlile
“Place Topics uses data from
your business’s reviews to
provide topics based on concise
information and keywords from
what your customers highlight…”
https://support.google.com/business/answer/6088158
Text left image right
@clairecarlile
“...Business owners don’t need to
manage Place Topics because
they are based on your
customers’ reviews.”
https://support.google.com/business/answer/6088158
Text left image right
@clairecarlile
But what if I *do* want
to try to manage Place Topics?
Text left image right
@clairecarlile
Q: Can we influence the
review snippets or Place
Topics for our business ?
A: Probably
We know that Google clusters
semantically connected words
into one Place Topic…
Text left image right
@clairecarlile
Text left image right
@clairecarlile
Analyse your
existing review
corpus
https://seodataviz.com/ngram.php
Text left image right
@clairecarlile
https://seodataviz.com/ngram.php
Exact
match
Text left image right
@clairecarlile
What words would we like
people to use in their reviews?
(N.B. be those things)
Text left image right
@clairecarlile
Use those words in your
marketing materials
and messaging
Text left image right
@clairecarlile
Use an ‘enhanced ask’
when soliciting reviews…
Text left image right
@clairecarlile
“Please leave us a review on
Google”
Text left image right
@clairecarlile
Mention the
product,
service, and
any other
attributes…
Text left image right
@clairecarlile
Leave
some
clues…
Text left image right
@clairecarlile
Give
some
content
fodder
ideas…
Section Title Green
@clairecarlile
BONUS 3
Text left image right
@clairecarlile
$20 CREDIT
Coupon code:
CLAIREBSEO
https://outscraper.com/
Main Title Slide
Alternate
4. Images
@clairecarlile
Section Title Green
@clairecarlile
BASIC
Section Title Green
@clairecarlile
BASIC
Section Title Green
@clairecarlile
BEYOND…
Why do we
allow things
like this to
happen to our
business
listings?
Text left image right
@clairecarlile
Happy,
engaged
customers
uploading
photos is
GREAT but…
Text left image right
@clairecarlile
User
generated
content can
also suck
Text left image right
@clairecarlile
Text left image right
@clairecarlile
Customer-uploaded images
Reporting
user
images
Text left image right
@clairecarlile
https://support.google.com/contributionpolicy/
answer/7411351
Text left image right
@clairecarlile
Flagging
images
Text left image right
@clairecarlile
Text left image right
@clairecarlile
‘Photo update’
feature in
Google Maps
Text left image right
@clairecarlile
“Add a
highlight
from a
recent
visit”
Text left image right
@clairecarlile
NSFW & not
ideal
(credit @rishil)
Text left image right
@clairecarlile
Monitor “photo
updates”
Respond
Flag if required
Text left image right
@clairecarlile
Business
uploaded
images
��
Text left image right
@clairecarlile
How do we look now?
Regular audit /
upload
Seasonality
Products and services
@clairecarlile
Image credits Joel Headley #WLSS 2021
What does Google ‘see’?
Text left image right
Google’s Vision API
https://cloud.google.com/vision/docs/
drag-and-drop
@clairecarlile
Your ‘cover photo’ is not always
how people will judge you…
@clairecarlile
Text left image right
@clairecarlile
“oak table
near me”
Text left image right
@clairecarlile
Actual
“cover
photo”
Text left image right
@clairecarlile
Cover photos…"Houston, we
have a problem."
https://support.google.com/business/
answer/6103862
Text left image right
@clairecarlile
Monitor
ch ch ch…
changes
Text left image right
@clairecarlile
What if I want to
change the photo
that shows in my
business listing?
Text left image right
@clairecarlile
Prepare yourself
for more Google
tomfoolery
Text left image right
@clairecarlile
Desktop
in US - click
on ‘see
photos’
Text left image right
@clairecarlile
Source:
GBP
photos
in maps
Text left image right
@clairecarlile
Mobile
in US
Source:
GBP
photos
again
Text left image right
@clairecarlile
Desktop
in UK -
click on ‘see
photos’
(not ALL profiles)
Text left image right
@clairecarlile
Source: image search
Text left image right
@clairecarlile
Mobile
in UK -
click on
cover photo
Text left image right
@clairecarlile
Source:
image
search
Text left image right
@clairecarlile
Monitor
Identify the source
Locations
Solution?
Website image optimisation
Section Title Green
@clairecarlile
BONUS 4
30
days
FREE!
Text left image right
@clairecarlile
Use code:
CLAIRE
https://mobilemoxie.com/
Main Title Slide
Alternate
5. Justifications
@clairecarlile
Search justifications?
Text left image right
@clairecarlile
https://www.brightlocal.com/learn/local-justifications
-in-google-my-business/
“Justifications are snippets that
Google shows in the local pack to help
‘justify’ why the business is there and
is showing up for that search.”
Section Title Green
@clairecarlile
BASIC
(and
awesome)
https://www.brightlocal.com/
learn/local-justifications-in-
google-my-business/
Justifications
in the map
pack
Text left image right
@clairecarlile
Reviews
Search term
“emergency dentist
anchorage”
Justifications
in the map
pack
Website
Search term “emergency
dentist anchorage”
Text left image right
@clairecarlile
Justifications
in the map
pack
GBP Posts
Search term “custody
lawyer”
Text left image right
@clairecarlile
Justifications
in the map
pack
GBP Offer Posts
Search term “galaxy phone
repair”
Text left image right
@clairecarlile
Justifications
in the map
pack
Services
Search term “family
adventure weekends”
Text left image right
@clairecarlile
Section Title Green
@clairecarlile
BEYOND…
Text left image right
@clairecarlile
Why would we want
justifications?
Text left image right
@clairecarlile
Local justifications positively
influence CTR (probably)
Text left image right
@clairecarlile
https://www.searchpilot.com/resources/case-studies/
seo-split-test-lessons-adding-price-review-schema
-product-pages/
Title and body copy blue
How do I influence
local search
justifications?
@clairecarlile
Use GBP
insights
data
Text left image right
@clairecarlile
Use GSC to
see search
queries that
your GBP
listing is
appearing in
Text left image right
@clairecarlile
Text left image right
@clairecarlile
Text left image right
@clairecarlile
Go beyond the
core terms
Text left image right
@clairecarlile
https://academy.brightlocal.
com/course/how-to-master
-local-keyword-research
Think
about
GBP
attributes
Text left image right
@clairecarlile
Text left image right
@clairecarlile
https://localu.org/selecting-your-primary-category-on
-google-my-business-proceed-with-care/
“Know
this
place?”
Text left image right
@clairecarlile
Map these phrases out against
the justifications you can most
easily influence...
Text left image right
@clairecarlile
Text left image right
@clairecarlile
Website
Posts
Services
Reviews
Section Title Green
@clairecarlile
BONUS 5
Google
Data
Studio
Template
Text left image right
@clairecarlile
https://bit.ly/gds-local-utm
Let’s wrap up…
Text left image right
@clairecarlile
Main Title Slide
Alternate
GBP is never ‘finished’
@clairecarlile
1. Monitor
2. Measure
3. Reviews
4. Images
5. Justifications
Section Title
@clairecarlile Thanks for listening!
bit.ly/local-seo-
engine
bit.ly/local-seo-4-
local-people

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