The document outlines a Google masterclass specifically designed for home services businesses, covering topics like Google My Business, Google Ads, and SEO to enhance online visibility. It emphasizes the importance of accurately managing listings and customer reviews to improve local search rankings. The session also promotes engagement through features like messaging, user-generated content, and Google posts, urging businesses to utilize these tools effectively.

1. Google Masterclass for
Home Services Businesses
A 4-part training to help your business get found on Google Search and Maps

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12 PMGoogle My Business
12:30 PM Google Ads
1 PMGoogle Search & SEO
1:30 PM Google Visibility
Welcome & thank you for joining today’s
contractor marketing training!

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● Tysons, VA is our home but we work with
businesses across the U.S. and Canada
● Specialize in Digital & Local Marketing
● Customer focused; 1,260+ and counting!
● Built the first All-in-One Marketing Automation
Platform for local businesses
● Cloud-Only Powered Digital Marketing
5-time
honoree
WE ARE

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Provide the best all-in-one marketing
automation platform that our customers
LOVE and RELY on every day
Our Mission

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You’ll receive a recording of this webinar on
Thursday! Please check your spam folder for
emails from Surefirelocal.com
You can reach our team at any point by
emailing marketing@surefirelocal.com or
using the questions box
A Few Quick Reminders

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Feeling Lucky?
Each session you attend today gets you 1
ticket for the Google Home Hub giveaway.
Stick around for all 4 sessions and we’ll
announce the winner at the end.

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12 PMGoogle My Business
12:30 PM Google Ads
1 PMGoogle Search & SEO
1:30 PM Google Visibility
How to use the latest Google My Business features to reach
and engage homeowners from Google Search & Maps
SESSION #1

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Speaker
Jeff White
Director of Customer Success
at Surefire Local
Google My Business Master

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What is Google My Business?
Allows you to control what
information a potential
customer sees when they
search for your business on
Google Search and Maps
www.google.com/business

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Common Questions
Yes, Google My Business is free
No, your Google My Business listing does not
replace your business’s website
Google My Business complements your
existing website by giving your business a
presence with a listing on Google, the most
popular search engine in the world

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Get the App on iOS and Android
Makes it is easy to manage
and make changes
Manage customer reviews
from your phone

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NEW: Follow a Business on Google Maps
People can stay up to date on their favorite places
right from the Google Maps app on iOS.
Homeowners will be able to see important updates
and quickly learn about your business (events,
offers, services, etc.) in their For you tab
Businesses can see their followers in the Google My
Business app

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Local Businesses Have a Significant Advantage
Google said that local search on mobile devices is growing faster than
mobile search overall — 50 percent year over year. Partly in response, Google
has been regularly adding new features to the Knowledge Panel and Google My
Business (GMB).

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Google My Business and Google Search Results

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Optimize
Your Google My Business Listing
NAP Services Inner Linking Tags
Appointment
Link

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NAP
NAP (Name, Address, Phone Number) has a significant impact on how well you
rank in local organic search results.
Consistent and accurate in…
● Information provided
● Spelling (Roofing & More / Roofing and More / Roofing & More Inc.)
● Formatting (571.327.3391 / (571) 327-3391)

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Set Up Your Services List
Allows you to add a whole menu
of services you provide right
within Google My Business
Categorize your services, add
descriptions
Displays only on mobile

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Link To Your Inner Pages From GMB
Don’t stop at adding only a link back to your website’s home page
Add links to inner pages where relevant
This helps people find the appropriate information and helps Google to better understand which
pages take priority and cover which topics

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Optimize Your GMB Tags
Include all keywords relevant to your business so that anybody searching for the services you
offer will find you.
Do not spam this section with keywords. Everything listed as a tag should be directly relevant.

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Create an “Appointment” Link
SurefireLocal.com

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Take Action with
Your Google My Business Listing
Reviews Photos & Videos Messaging Posts Q & A

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Online Reviews
Online reviews are the
currency of your online
presence today
Every time a homeowner
leaves a review, it checks
off all the major local
ranking factors that Google
and other search engines
look for in your online
presence.

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New Way to Respond to Reviews with Google My Business
Businesses can now reply to reviews on the desktop version of Google Maps.
Previously, replying to reviews could only be done on the Google My Business
app or the GMB website.
Now, businesses can respond to reviews when viewing their listing in Google
Maps.
As per usual, business profiles need to be verified in order to respond to reviews.

24. 24 SurefireLocal.com
Add Photos and Videos to Your Google My Business Listing

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Add Photos and Videos to Your Google My Business Listing
Businesses with
photos receive 35%
more clicks to their
website than
businesses that
don’t have photos

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Messaging

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● Mobile only
● Google measures & reports how
quickly you respond!
Messaging

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● Google says Hi
● Business says Hi
○ Customize your opening message
● Begin text conversation
Messaging

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Google Posts Now Appear in Map Listings

30. 30 SurefireLocal.com
1. Add Picture
2. Add Message
3. Add Link
4. Choose Button Type
Google Post

31. 31 SurefireLocal.com
Google Post

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● Get FREE views
● Important content, promotions,
events
Google Post

33. 33 SurefireLocal.com
Add Promo / Coupons!
Google Post’s Newest Feature

34. 34 SurefireLocal.com
Call Now option!
Google Post’s Newest Feature

35. 35 SurefireLocal.com
Add Video!
Google Post’s Newest Feature

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Google Post Offers
Google announced it has changed how offers show up in a Google local listings by giving offers a
dedicated space within the local panel.
● Display up to 10 offers from your business.
Google wants to make it easier for people to make decisions about the businesses they choose
and simpler for businesses to attract customers.
Bringing awareness to special offers you have to customers who are looking for your business
can offer incentive to pick up the phone and call you

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User Generated Content (UGC)
Advantages of UGC for Home Contractors:
● It convinces prospects - your current customers
do the selling for you
● It’s free
Types of UGC:
● Pictures
● Videos
● Answer questions about a business
Google My Business Questions & Answers have a
big impact in your overall ranking on Google...yet more
than 90% of questions go unanswered by businesses

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● Google’s Not Done
● GMB as a Social Site? Yup.
● Search Results Page = Home Page
● Search Results Page = Transactional Page
● Voice Search
What’s Next?

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56%
of local businesses
HAVE NOT CLAIMED
their Google My Business Listing

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Google My Business and Local Search
Local search results favor the most relevant results for searches, and business offering the most
detailed and accurate information will be easier to serve in search.
Don’t leave anything to be guessed or assumed; make sure your listing communicates with
potential customers what your business does, where it is, and how they contact you about your
services.

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Google My Business is the start to owning page 1 of Google
It’s not about rank anymore...it’s about dominating Google’s search result page
Filling your lead funnel is increasingly about off site vs on site
Google My Business is a critical tool in your marketing toolbox
You need a business partner to help navigate the ever-changing digital channel