Beyond the Basics – 5 Google Business Profile elements you might not know about but REALLY should
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You’ve added your name, address and phone number. You selected a category, you scribbled a quick description and you uploaded a few photos. JOB DONE. Well…no not really. Not if you’re looking to rank higher, and convert better! In this talk Claire will walk you through the rapidly changing landscape of GBP, and outline the features you need to be using in order to capture your potential clients attention, generate more leads, and ‘feed the Google machine’.
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Beyond the Basics – 5 Google Business Profile elements you might not know about but REALLY should
- 1. 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
- 2. @clairecarlile That thing when Google changes the name of a product between your pitch and your talk
- 4. Title and body copy blue @clairecarlile Name Address Phone number Categories Business description Photos So, you’ve done these things…
- 5. Text right image left @clairecarlile
- 6. Section Title 3 reasons why "set it and forget it" isn’t an option... @clairecarlile
- 7. @clairecarlile 1. Changes in the way the local SERP looks
- 8. Text left image right @clairecarlile @MaryBowling
- 9. Text left image right No map pack links and a RHS map @clairecarlile
- 10. “Google is your new home page” Text left image right @clairecarlile Mike Blumenthal
- 11. @clairecarlile 2. Changes in the way buyers search and make choices
- 12. Over 50% of all traffic worldwide is generated through mobile phones... Text left image right @clairecarlile
- 13. I want to know I want to go I want to do I want to buy Text left image right @clairecarlile
- 14. Text left image right @clairecarlile World events influence the phrases we use
- 15. @clairecarlile 3. Changes in the features of Google Business Profile
- 17. @clairecarlile
- 19. Section Title Green DON’T PANIC @clairecarlile
- 20. Presentation outline Text left image right @clairecarlile 5 elements The ‘basic’ to the ‘beyond’ 5 BONUS resources
- 21. Main Title Slide Alternate 1. Monitor the SERP landscape @clairecarlile
- 24. How does your profile look? How do your competitors look? Text left image right @clairecarlile
- 25. 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
- 26. Automate the process using tools Text left image right @clairecarlile
- 27. Text left image right @clairecarlile Mobile Moxie's SERP Datalyser
- 28. Text left image right @clairecarlile BrightLocal's Local Search Rank Checker
- 29. Text left image right @clairecarlile BrightLocal's Local Search Grid
- 30. Put together a test set (not just clients) Text left image right @clairecarlile
- 32. https://bit.ly/gbp-monitoring Text left image right @clairecarlile what? when? who?
- 33. Main Title Slide Alternate 2. Measure ROI @clairecarlile
- 36. So many questions... Text left image right @clairecarlile
- 37. What’s working? What isn’t? Which GBP features are driving traffic? Which features are driving traffic that converts? Text left image right @clairecarlile
- 38. Text left image right @clairecarlile Traffic from GBP with no UTM tagging... organic direct OR
- 39. Text left image right @clairecarlile Add UTM tagging to answer these questions (and more)
- 40. Text left image right @clairecarlile How much £$ is GBP driving overall?
- 41. Text left image right @clairecarlile What does GBP traffic do, besides spending £$?
- 42. Text left image right @clairecarlile How many conversions is GBP driving?
- 43. Text left image right @clairecarlile Should I bother with Google posts or Google products?
- 44. UTM Tagging FTW Text left image right @clairecarlile https://moz.com/blog/ utm-tagging-google-my-business
- 46. Text left image right @clairecarlile https://www.clairecarlilemarketing.com/ resources/claires-complete-guide-to- utm-tagging-for-gmb/ Tagging made easy
- 47. Main Title Slide Alternate 3. Reviews @clairecarlile
- 50. Text left image right @clairecarlile First impressions count
- 51. Text left image right @clairecarlile Review snippets
- 52. Text left image right @clairecarlile Review snippets - where do they come from?
- 53. 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
- 54. 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
- 55. 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
- 56. Text left image right @clairecarlile OMG SO WTF are place topics?
- 57. Text left image right @clairecarlile Place topics
- 58. Text left image right @clairecarlile Place topics
- 59. Text left image right @clairecarlile Semantically similar
- 60. Text left image right @clairecarlile ‘Place topics’ *might* replace Google’s previous implementation… https://whitespark.ca/blog/ featured-reviews-in-gmb-place-topics/
- 61. Text left image right @clairecarlile 1 2 3
- 62. 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
- 63. 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
- 64. Text left image right @clairecarlile But what if I *do* want to try to manage Place Topics?
- 65. Text left image right @clairecarlile Q: Can we influence the review snippets or Place Topics for our business ? A: Probably
- 66. We know that Google clusters semantically connected words into one Place Topic… Text left image right @clairecarlile
- 67. Text left image right @clairecarlile Analyse your existing review corpus https://seodataviz.com/ngram.php
- 68. Text left image right @clairecarlile https://seodataviz.com/ngram.php Exact match
- 69. Text left image right @clairecarlile What words would we like people to use in their reviews? (N.B. be those things)
- 70. Text left image right @clairecarlile Use those words in your marketing materials and messaging
- 71. Text left image right @clairecarlile Use an ‘enhanced ask’ when soliciting reviews…
- 72. Text left image right @clairecarlile “Please leave us a review on Google”
- 73. Text left image right @clairecarlile Mention the product, service, and any other attributes…
- 74. Text left image right @clairecarlile Leave some clues…
- 75. Text left image right @clairecarlile Give some content fodder ideas…
- 77. Text left image right @clairecarlile $20 CREDIT Coupon code: CLAIREBSEO https://outscraper.com/
- 78. Main Title Slide Alternate 4. Images @clairecarlile
- 82. Why do we allow things like this to happen to our business listings? Text left image right @clairecarlile
- 83. Happy, engaged customers uploading photos is GREAT but… Text left image right @clairecarlile
- 84. User generated content can also suck Text left image right @clairecarlile
- 85. Text left image right @clairecarlile Customer-uploaded images
- 86. Reporting user images Text left image right @clairecarlile https://support.google.com/contributionpolicy/ answer/7411351
- 87. Text left image right @clairecarlile Flagging images
- 88. Text left image right @clairecarlile
- 89. Text left image right @clairecarlile ‘Photo update’ feature in Google Maps
- 90. Text left image right @clairecarlile “Add a highlight from a recent visit”
- 91. Text left image right @clairecarlile NSFW & not ideal (credit @rishil)
- 92. Text left image right @clairecarlile Monitor “photo updates” Respond Flag if required
- 93. Text left image right @clairecarlile Business uploaded images
- 94. �� Text left image right @clairecarlile How do we look now? Regular audit / upload Seasonality Products and services
- 95. @clairecarlile Image credits Joel Headley #WLSS 2021 What does Google ‘see’?
- 96. Text left image right Google’s Vision API https://cloud.google.com/vision/docs/ drag-and-drop @clairecarlile
- 97. Your ‘cover photo’ is not always how people will judge you… @clairecarlile
- 98. Text left image right @clairecarlile “oak table near me”
- 99. Text left image right @clairecarlile Actual “cover photo”
- 100. Text left image right @clairecarlile Cover photos…"Houston, we have a problem." https://support.google.com/business/ answer/6103862
- 101. Text left image right @clairecarlile Monitor ch ch ch… changes
- 102. Text left image right @clairecarlile What if I want to change the photo that shows in my business listing?
- 103. Text left image right @clairecarlile Prepare yourself for more Google tomfoolery
- 104. Text left image right @clairecarlile Desktop in US - click on ‘see photos’
- 105. Text left image right @clairecarlile Source: GBP photos in maps
- 106. Text left image right @clairecarlile Mobile in US Source: GBP photos again
- 107. Text left image right @clairecarlile Desktop in UK - click on ‘see photos’ (not ALL profiles)
- 108. Text left image right @clairecarlile Source: image search
- 109. Text left image right @clairecarlile Mobile in UK - click on cover photo
- 110. Text left image right @clairecarlile Source: image search
- 111. Text left image right @clairecarlile Monitor Identify the source Locations Solution? Website image optimisation
- 113. 30 days FREE! Text left image right @clairecarlile Use code: CLAIRE https://mobilemoxie.com/
- 114. Main Title Slide Alternate 5. Justifications @clairecarlile
- 115. 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.”
- 117. Justifications in the map pack Text left image right @clairecarlile Reviews Search term “emergency dentist anchorage”
- 118. Justifications in the map pack Website Search term “emergency dentist anchorage” Text left image right @clairecarlile
- 119. Justifications in the map pack GBP Posts Search term “custody lawyer” Text left image right @clairecarlile
- 120. Justifications in the map pack GBP Offer Posts Search term “galaxy phone repair” Text left image right @clairecarlile
- 121. Justifications in the map pack Services Search term “family adventure weekends” Text left image right @clairecarlile
- 123. Text left image right @clairecarlile
- 124. Why would we want justifications? Text left image right @clairecarlile
- 125. 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/
- 126. Title and body copy blue How do I influence local search justifications? @clairecarlile
- 127. Use GBP insights data Text left image right @clairecarlile
- 128. Use GSC to see search queries that your GBP listing is appearing in Text left image right @clairecarlile
- 129. Text left image right @clairecarlile
- 130. Text left image right @clairecarlile
- 131. Go beyond the core terms Text left image right @clairecarlile https://academy.brightlocal. com/course/how-to-master -local-keyword-research
- 132. Think about GBP attributes Text left image right @clairecarlile
- 133. Text left image right @clairecarlile https://localu.org/selecting-your-primary-category-on -google-my-business-proceed-with-care/
- 134. “Know this place?” Text left image right @clairecarlile
- 135. Map these phrases out against the justifications you can most easily influence... Text left image right @clairecarlile
- 136. Text left image right @clairecarlile Website Posts Services Reviews
- 138. Google Data Studio Template Text left image right @clairecarlile https://bit.ly/gds-local-utm
- 139. Let’s wrap up… Text left image right @clairecarlile
- 140. Main Title Slide Alternate GBP is never ‘finished’ @clairecarlile 1. Monitor 2. Measure 3. Reviews 4. Images 5. Justifications
- 141. Section Title @clairecarlile Thanks for listening! bit.ly/local-seo- engine bit.ly/local-seo-4- local-people