Local SEO: from Basic to Brilliant | Optimisey | SEMrush

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Slides from Andrew 'Optimisey's presentation as part of the SEMrush webinar on local SEO – showcasing tips, tools and advice on how to take your Google My Business listing from basic, to a lead-generating, revenue-driving machine.

Marketing

Google My
Business
From basic...
to brilliant
lapetitebrique.com

@Optimisey The Collective@Optimisey @SEMrush
Who?
@optimisey
linkedin.com/company/optimisey
optimisey.com
optimisey.com/semrushgmb
ideas.lego.com

Google My
Business
The basics...
brickowl.com

@Optimisey @SEMrush
GMB basics
● Veriﬁed your listing
● Linked to your website*
● Added phone, oﬃce hours and a few photos.

@Optimisey @SEMrush
GMB basics
● Veriﬁed your listing
● Linked to your website*
● Added phone, oﬃce hours and a few photos.
* Did you check if it’s https?
Doh!

Google My
Business
Brilliance
fortune.com

@Optimisey The Collective@Optimisey @SEMrush
Track EVERYTHING
● GMB ‘Insights’ is garbage
● Add UTM tracking to every
link
● Monitor GMB impact on
traﬃc, sales, leads & revenue.
lapetitebrique.com

@Optimisey The Collective@Optimisey @SEMrush
Pro Tip: Tools

@Optimisey The Collective@Optimisey @SEMrush
Pro Tip: Tools
● Claire Carlile’s guide to UTM
tracking
● Spreadsheet & link generator
● optimisey.com/utm

All the things:
Photos
● Add photos
● LOTS of photos
● Seasonal photos
● Videos too!

All the things:
Categories
● Primary category
● Secondary categories
● EXPERIMENT
● Diﬀerent categories =
diﬀerent features.

@Optimisey @SEMrush
GMB categories
● Bakery
thebrickpeople.com

@Optimisey @SEMrush
GMB categories
● Bakery
1. Wedding cake shop
2. Cake shop
3. Cupcake shop
4. Caterer
5. Wholesale bakery
6. Patisserie
7. Culinary school
8. Wedding bakery
thebrickpeople.com

@Optimisey The Collective@Optimisey @SEMrush
Pro Tip: Tools
● Pleper (pleper.com)
● optimisey.com/pleper
● View all GMB categories
● Search & ﬁnd related

@Optimisey The Collective@Optimisey @SEMrush
Pro Tip: Tools
● GMB Spy
● optimisey.com/gmbspy
● View any listing’s
categories

@Optimisey The Collective@Optimisey @SEMrush
All the things:
Attributes
● Women/veteran-led
● Wheelchair accessible
● Free wiﬁ
● Payment methods

@Optimisey The Collective@Optimisey @SEMrush
All the things:
Attributes

All the things:
Extras
● Short-name
g.page/optimisey
● GMB Messaging
● Q&A
● GMB Posts

@Optimisey The Collective@Optimisey @SEMrush
Pro Tip: Tools
● TwoOctobers’ Postamatic
● optimisey.com/gmbposts
● Schedule GMB Posts

Spam Fighting
● The Dark Side:
Rule-breakers
pushing you down
the rankings
● How to stop them?

@Optimisey The Collective@Optimisey @SEMrush
Spam
Fighting
● Could be 2nd
● Actually 8th! @YanGilbertSEO

@Optimisey The Collective@Optimisey @SEMrush
Spam
Fighting
● Keyword stuffing
business name
@DarrenShaw_

@Optimisey The Collective@Optimisey @SEMrush
Spam
Fighting
● Lead gen and just…
SPAM
@dirtycochina

@Optimisey The Collective@Optimisey @SEMrush
Spam
Fighting
● Multiple fake locations
@JasonTaylorNOTW

@Optimisey The Collective@Optimisey @SEMrush
Spam
Fighting
● Taking over legitimate
or old locations
@JoyanneHawkins

@Optimisey The Collective@Optimisey @SEMrush
Pro Tip: Tools
1. Suggest an edit
2. Redressal form
3. GMB Support forums
& Product Experts
Tips:
● Keep a list/spreadsheet
● Use a separate account
● reviewfraud.org

@Optimisey The Collective@Optimisey @SEMrush
Spam Fighting – things to look for
● Name spam
● Virtual oﬃce
● Shared oﬃce
● Post box
address
● Correct location?
● Fake reviews
● Reviews by staﬀ
● Verify it exists
● Duplicate listings
● Incentivised
reviews
● Check Google
Streetview
● Signage

@Optimisey The Collective@Optimisey @SEMrush
Go build & be
GMBrilliant
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1. Google My Business From basic... to brilliant lapetitebrique.com

2. @Optimisey The Collective@Optimisey @SEMrush Who? @optimisey linkedin.com/company/optimisey optimisey.com optimisey.com/semrushgmb ideas.lego.com

3. Google My Business The basics... brickowl.com

4. @Optimisey @SEMrush GMB basics ● Veriﬁed your listing ● Linked to your website* ● Added phone, oﬃce hours and a few photos.

5. @Optimisey @SEMrush GMB basics ● Veriﬁed your listing ● Linked to your website* ● Added phone, oﬃce hours and a few photos. * Did you check if it’s https? Doh!

6. @Optimisey @SEMrush GMB basics ● Veriﬁed your listing ● Linked to your website* ● Added phone, oﬃce hours and a few photos.

7. Google My Business Brilliance fortune.com

8. @Optimisey The Collective@Optimisey @SEMrush Track EVERYTHING ● GMB ‘Insights’ is garbage ● Add UTM tracking to every link ● Monitor GMB impact on traﬃc, sales, leads & revenue. lapetitebrique.com

9. @Optimisey The Collective@Optimisey @SEMrush Pro Tip: Tools

10. @Optimisey The Collective@Optimisey @SEMrush Pro Tip: Tools ● Claire Carlile’s guide to UTM tracking ● Spreadsheet & link generator ● optimisey.com/utm

11. Use ALL THE THINGS

12. All the things: Photos ● Add photos ● LOTS of photos ● Seasonal photos ● Videos too!

13. All the things: Categories ● Primary category ● Secondary categories ● EXPERIMENT ● Diﬀerent categories = diﬀerent features.

14. @Optimisey @SEMrush GMB categories ● Bakery thebrickpeople.com

15. @Optimisey @SEMrush GMB categories ● Bakery 1. Wedding cake shop 2. Cake shop 3. Cupcake shop 4. Caterer 5. Wholesale bakery 6. Patisserie 7. Culinary school 8. Wedding bakery thebrickpeople.com

16. @Optimisey @SEMrush GMB categories ● Bakery 1. Wedding cake shop 2. Cake shop 3. Cupcake shop 4. Caterer 5. Wholesale bakery 6. Patisserie 7. Culinary school 8. Wedding bakery thebrickpeople.com

17. @Optimisey The Collective@Optimisey @SEMrush Pro Tip: Tools ● Pleper (pleper.com) ● optimisey.com/pleper ● View all GMB categories ● Search & ﬁnd related

18. @Optimisey The Collective@Optimisey @SEMrush Pro Tip: Tools ● GMB Spy ● optimisey.com/gmbspy ● View any listing’s categories

19. @Optimisey The Collective@Optimisey @SEMrush All the things: Attributes ● Women/veteran-led ● Wheelchair accessible ● Free wiﬁ ● Payment methods

20. @Optimisey The Collective@Optimisey @SEMrush All the things: Attributes

21. @Optimisey @SEMrush

22. @Optimisey @SEMrush

23. All the things: Extras ● Short-name g.page/optimisey ● GMB Messaging ● Q&A ● GMB Posts

24. @Optimisey The Collective@Optimisey @SEMrush Pro Tip: Tools ● TwoOctobers’ Postamatic ● optimisey.com/gmbposts ● Schedule GMB Posts

25. Spam Fighting ● The Dark Side: Rule-breakers pushing you down the rankings ● How to stop them?

26. @Optimisey The Collective@Optimisey @SEMrush Spam Fighting ● Could be 2nd ● Actually 8th! @YanGilbertSEO

27. @Optimisey The Collective@Optimisey @SEMrush Spam Fighting ● Keyword stuffing business name @DarrenShaw_

28. @Optimisey The Collective@Optimisey @SEMrush Spam Fighting ● Lead gen and just… SPAM @dirtycochina

29. @Optimisey The Collective@Optimisey @SEMrush Spam Fighting ● Multiple fake locations @JasonTaylorNOTW

30. @Optimisey The Collective@Optimisey @SEMrush Spam Fighting ● Taking over legitimate or old locations @JoyanneHawkins

31. @Optimisey The Collective@Optimisey @SEMrush Pro Tip: Tools 1. Suggest an edit 2. Redressal form 3. GMB Support forums & Product Experts Tips: ● Keep a list/spreadsheet ● Use a separate account ● reviewfraud.org

32. @Optimisey The Collective@Optimisey @SEMrush Spam Fighting – things to look for ● Name spam ● Virtual office ● Shared office ● Post box address ● Correct location? ● Fake reviews ● Reviews by staff ● Verify it exists ● Duplicate listings ● Incentivised reviews ● Check Google Streetview ● Signage

33. @Optimisey The Collective@Optimisey @SEMrush Go build & be GMBrilliant techradar.com

Local SEO: from Basic to Brilliant | Optimisey | SEMrush

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