This session was presented at the LSA19 event in Dana Point, California, February 25-27, 2019.

1. LOCATION3/ A GOOGLE PARTNER
Driving Engagement Directly from the SERP
Matt Lacuesta
Director of Earned and Owned

2. LOCATION3/ A GOOGLE PARTNER
@mattlacuesta

3. LOCATION3/ A GOOGLE PARTNER
Photo Credit: Matt Lacuesta

4. LOCATION3/ A GOOGLE PARTNER
Image Credit: Kristaps Grundsteins

5. LOCATION3/ A GOOGLE PARTNER
Image Credit: Jomjakkapat Parrueng

6. LOCATION3/ A GOOGLE PARTNER
Image Credit: Scott Webb

7. LOCATION3/ A GOOGLE PARTNER
Image Credit: Alvaro Serrano

8. LOCATION3/ A GOOGLE PARTNER
Photo Credit: Naphtali Marshall

9. LOCATION3/ A GOOGLE PARTNER
Location3 is the digital marketing agency that delivers
enterprise-level strategy with local market activation.
Founded in 1999 | Denver, CO
@mattlacuesta#LSA19

10. LOCATION3/ A GOOGLE PARTNER
Today’s data: Sample
set taken from various
verticals and industries
utilizing the
LOCALACT platform Locations
@mattlacuesta#LSA19

11. LOCATION3/ A GOOGLE PARTNER
3.3B
Views of Listings in Search
2017
3.6B
2018
+9%
@mattlacuesta#LSA19

12. LOCATION3/ A GOOGLE PARTNER
4.4B
Views of Listings on Maps
2017
8.5B
2018
+93%
@mattlacuesta#LSA19

13. LOCATION3/ A GOOGLE PARTNER
20%
60%
20%
22%
56%
22%
Calls Directions Click to Site
2017 2018
Directions dominate for
local businesses
Slight growth for Calls
and Clicks to Site
@mattlacuesta#LSA19

14. LOCATION3/ A GOOGLE PARTNER
Retail
Sample of retail Actions in 2018
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15. LOCATION3/ A GOOGLE PARTNER
Service Area
Sample of Actions in 2018 for Service Area Business
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16. LOCATION3/ A GOOGLE PARTNER
Food
Sample of restaurant Actions in 2018
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17. LOCATION3/ A GOOGLE PARTNER @mattlacuesta#LSA19

18. LOCATION3/ A GOOGLE PARTNER
Image Credit: Kenny Luo

19. LOCATION3/ A GOOGLE PARTNER
In 2018 listings managed by
LOCALACT drove 64M+
phone calls from Google My
Business listings.Calls from Listing
@mattlacuesta#LSA19

20. LOCATION3/ A GOOGLE PARTNER
ANSWER THE PHONE
Set tracking # as your Primary number
Ensure real phone # is second # listed
Make sure NAP info is correct on location
page schema
Calls
@mattlacuesta#LSA19

21. LOCATION3/ A GOOGLE PARTNER @mattlacuesta#LSA19

22. LOCATION3/ A GOOGLE PARTNER
Image Credit: Hal Gatewood

23. LOCATION3/ A GOOGLE PARTNER
Clicks to website
from listing
In 2018 listings managed by
LOCALACT drove 67M+ clicks
to a local page from Google My
Business listings.
@mattlacuesta#LSA19

24. LOCATION3/ A GOOGLE PARTNER
Fantastic traffic driver
Link to location specific page
UTM Tracking issues
Can detract from Organic Search bucket. Update your
conversation of what “organic engagement” really is
clicks to site
@mattlacuesta#LSA19

25. LOCATION3/ A GOOGLE PARTNER
DO NOT BLOCK YOUR
LOCATION PAGES FROM BEING
CRAWLED. Please?
PRO TIP
@mattlacuesta#LSA19

26. LOCATION3/ A GOOGLE PARTNER @mattlacuesta#LSA19

27. LOCATION3/ A GOOGLE PARTNER
Image Credit: Jamie Templeton

28. LOCATION3/ A GOOGLE PARTNER
Requested
Directions from
Listing
In 2018 166M+ clicked for
directions from a GMB listing.
Data management through
LOCALACT helped ensure the
locations were accurate.
@mattlacuesta#LSA19

29. LOCATION3/ A GOOGLE PARTNER
Help me bug Google by trying to
find out:
“How many users who click
‘Directions’ get to the location?”
directions
@mattlacuesta#LSA19

30. LOCATION3/ A GOOGLE PARTNER
Scrub your location data
Verify lat/long
Test when you can
directions
@mattlacuesta#LSA19

31. LOCATION3/ A GOOGLE PARTNER @mattlacuesta#LSA19

32. LOCATION3/ A GOOGLE PARTNER
Photo Credit: Justin Lim

33. LOCATION3/ A GOOGLE PARTNER
Who manages
your posts?
Location level
Corporate
Agency
Vendor
posts
@mattlacuesta#LSA19

34. LOCATION3/ A GOOGLE PARTNER
Google is testing
placement to
measure
engagement and
impressions
posts
@mattlacuesta#LSA19

35. LOCATION3/ A GOOGLE PARTNER
posts
@mattlacuesta#LSA19

36. LOCATION3/ A GOOGLE PARTNER @mattlacuesta#LSA19

37. LOCATION3/ A GOOGLE PARTNER
Image Credit: Philipp M

38. LOCATION3/ A GOOGLE PARTNER
The product team
gives you
information that
triggers a
competitive
response
media
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39. LOCATION3/ A GOOGLE PARTNER
media
Google is trying
to be more visual.
Notice the fact
that they’re not
showing brand
logos?
@mattlacuesta#LSA19

40. LOCATION3/ A GOOGLE PARTNER
Google Images and
video search is often
overlooked, but they
have massive potential
- Gary Illyes / Google
@mattlacuesta#LSA19

41. LOCATION3/ A GOOGLE PARTNER @mattlacuesta#LSA19

42. LOCATION3/ A GOOGLE PARTNER
Image Credit: Chris Knight

43. LOCATION3/ A GOOGLE PARTNER
https://www.google.com/maps/reserve/partners
booking
Make things
easier by
booking
directly from
listing
@mattlacuesta#LSA19

44. LOCATION3/ A GOOGLE PARTNER
https://www.google.com/maps/reserve/partners
booking
Many options
depending on
industry. More
to come.
@mattlacuesta#LSA19

45. LOCATION3/ A GOOGLE PARTNER
booking
If you’re not
working with a
booking vendor ($)
some categories
can still book
appointments
@mattlacuesta#LSA19

46. LOCATION3/ A GOOGLE PARTNER @mattlacuesta#LSA19

47. LOCATION3/ A GOOGLE PARTNER
Image Credit: Camylla Battani

48. LOCATION3/ A GOOGLE PARTNER
Who manages
your Q&A?
Location level
Corporate
q&a
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49. LOCATION3/ A GOOGLE PARTNER
What to ask?
Customer Service
Sales Team
Site Search
q&a
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50. LOCATION3/ A GOOGLE PARTNER
q&a
Q&A Character Limit
Provide a quick answer
and longer answer if
need be. Think TLDR
format
Just because you can
write a TON, doesn’t
mean you should
@mattlacuesta#LSA19

51. LOCATION3/ A GOOGLE PARTNER
If you’re using the
agency dashboard
to manage
locations, they
can’t use the app
q&a
@mattlacuesta#LSA19

52. LOCATION3/ A GOOGLE PARTNER @mattlacuesta#LSA19

53. LOCATION3/ A GOOGLE PARTNER
Photo Credit: Ryan Franco

54. LOCATION3/ A GOOGLE PARTNER
Reviews managed
in the platform
In 2018 we pulled in 1.9M
Google reviews that allowed
clients to access and respond
to reviews directly within the
LOCALACT platform.
@mattlacuesta#LSA19

55. LOCATION3/ A GOOGLE PARTNER
Please respond
Address issues and
move to direct
communication
UGC can help
relevance
reviews
@mattlacuesta#LSA19

56. LOCATION3/ A GOOGLE PARTNER
PRO TIP
If you’re trying to
suppress a negative
review, do it naturally.
Not this way
@mattlacuesta#LSA19

57. LOCATION3/ A GOOGLE PARTNER
Image Credit: Glen Carstens Peters

58. LOCATION3/ A GOOGLE PARTNER
Image Credit: Sharon Mccutcheon

59. LOCATION3/ A GOOGLE PARTNER
Photo Credit: James Best

60. LOCATION3/ A GOOGLE PARTNER
Photo Credit: Matt Jones

61. LOCATION3/ A GOOGLE PARTNER
Matt Lacuesta
Director of Earned and Owned
mlacuesta@location3.com