A webinar on local SEO and Google Business Profiles from an SEO & Google Business Profile Gold Product Expert's perspective.

1. Who is Begüm?
🌍 Technical SEO From Turkey to Global Sphere
Google Business Profile Gold Product Expert
GDS, RegEx, Structured Data Enthusiast
Hreflang="tr", ”en" & “ja”
@begumkayaseo
begumkaya.com
/in/begum-kaya
PE Program
Opinionated SEO Opinions

2. Fun fact about Begum
Begum travelled Japan by hitchhiking in
2016 when she was an exchange student
in Kansai Gaidai University in Osaka.
Google Maps was one of her must haves!

3. ● A quick intro to local SEO
● Leveraging local intent searches
● The impact of GBP on local searches
● The opportunities GBP bring
● The vicinity update
● Wrapping it all up
● A look into the future

4. A Glimpse At
Local SEO
Local SEO is one of the areas of search where
brands can increase their visibility by leveraging
their offline presence.
But the local algorithm is a bit different!
Businesses who can benefit from this algorithm
include:
✓ Brick and mortar businesses
✓ Service area businesses and
✓ Multi-location businesses
❌ E-commerce businesses without a physical
location cannot have GBP account.

5. Leveraging
Local Search
○ Know your local prospects
○ Understand micro-moments
○ Learn how users search
○ Cover ground & be present
○ Engage with your customers
✓ Reviews (+ or -)
○ Build your online reputation
✓ Platforms & Partnerships
✓ Business Directories
○ Combine Brand & Local Power
✓ Brand Knowledge Graph
✓ Local Knowledge Graph
Source: Year in Search 2021

6. GBP’s
Impact
On Local Search
Source: Local SEO Ranking Factors in 2021

7. Opportunities
That Come With GBP
○ Small businesses access and manage their
business profiles from Maps and SERPs
○ Additional tools on Search to measure and
enhance your profile will be available in time
✓ Messaging and call history is already
here
○ It’s likely to encounter glitches along the way
✓ Not all users have the same level of
access to all features yet
○ Multi-location businesses will keep managing
their profiles on Business Profile Manager

8. Opportunities
From Marketing POV
Businesses already updating their profiles will get
the notification in their GBP Dashboard.
Single location businesses managing their profiles
in search may result in more businesses claiming
their GBP profiles than ever before!
Business as usual for agencies - manage the
profiles via the Business Profile Manager, in bulk and
via the API.
Tracking call history is available for all U.S. and
Canadian merchants with verified Business Profiles,
though it only tracks calls from mobile devices and
we recommend collecting data via other call
tracking solutions.
Pro Tip to leverage “In Store” filter on Search

9. Additional Source: Sterling Sky Local SEO Updates
Timeline
The Vicinity Update
Google confirmed a recent Local Search Update that took place at the beginning of December 2021.

10. Leveraging
What We Know
Leverage
Location
Keep GBP
Bugs in Mind
Report &
Fight Spam
Build & Analyze
Content
GBP Posts
Images, Q&A
Reviews &
Engagement
Map Local SEO Efforts on a Sales
Funnel Then Draw Your Roadmap

11. PinMeTo brought together 28 industry expert
to share their 2022 expectations and below
are the top 3 points that were emphasised the
most:
● Understanding & experimenting with
Google, for Google
● Leaning into GBP
● Reputation (brand) management
A Look Into
Best Practices
https://www.pinmeto.com/local-seo-report-2022

12. A Look Into
Useful Tips and Tricks
A few additional thoughts:
● Make things more easy and accessible
for your audience
● Be on the lookout for industry news and
adapt quickly
● Track your metrics independently
● Work on your Knowledge Graph - this is
basically your new storefront with all the
information retrieved from your website,
social profiles and of course GBP!

13. A Look Into
Evergreen GBP Tips
The basics for putting your business out there
stay the same.
The local search results are based primarily on
relevance, distance, and prominence.
● Enter complete data
○ Physical address
○ Phone number
○ Category
○ Attributes
● Verify locations
● Keep opening hours accurate
● Manage and respond to reviews
● Add photos
● Keep engaged
Keep an eye on the changes at Google Business Profile Twitter Page

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