The document outlines strategies for effectively marketing local businesses on Google, emphasizing the importance of Google My Business, local service ads, and SEO. It highlights the complexity of the consumer search journey, noting that 97% of consumers search online for local businesses and provides tips for improving visibility and engagement. The guide serves as a comprehensive tool for local businesses to enhance their online presence and attract customers.

1. Ultimate Guide for Marketing
Your Local Business on Google
Local Marketing Workshop

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2014, 2015, 2016,
2017, 2018, 2019
The only all-in-one local marketing command center for attracting
lifetime customers and growing your local business.

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A Few Quick Reminders
You will receive a recording of this webinar. Please check
your spam folder for emails from Surefirelocal.com.
You can ask questions at any point by using the
questions/chat box or emailing
marketing@surefirelocal.com

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Who wants to win
today’s Google Home
Hub giveaway?

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Gabriel Brunk
Digital Marketing Strategist
Surefire Local

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Identify the key areas that
make up Google Search
Walk through a strategy for
how your business can appear
in each of these areas
What we’re going to cover today

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97% of consumers search
online for local businesses

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The search journey has become complex, multi-channel,
and multi-device, with near endless touchpoints
73%
of customer
engagement
happens off your
website

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It’s a Google World
Google has 90.46% of the search
engine market share worldwide
(StatCounter)
Google receives over 63,000 searches
per second on any given day
(Search Engine Land)
An average person conducts 3–4
searches every single day
(Andor SEO)

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Today’s
Search now
looks
something
like this on
desktop
At the very top are
Google Local Service
Ads and Google Ads
Followed by Google Map
listings for local
businesses
With organic search
results found at the
bottom: Directory
Listings, Online Reviews,
Website, SEO, Content

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At the very top are
Google Local Service
Ads and Google Ads
Followed by Google
Map listings for local
businesses
With organic search
results found at the
bottom
Today’s
Search now
looks
something
like this on
mobile

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R P
R P
Where are you in relation to
someone’s search...does Google
know you service the area that
person is searching from?
Proximity
Do others link to your website as
a source for knowledge and
expertise?
Prominence
How often are you publishing
new content on your website,
directories, and social media?
Recency
Is what you’re creating valuable
and useful? Does it provide
answers to the questions people
are searching for?
Relevance
Availability
Identifying Local Search Signals
A
Are your business hours set to
open in the moment someone is
performing their search?

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The struggle to show up is real

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When thinking about...
Which promotion to run with on Google Ads
What content you publish as Google Posts through Google My Business
How you go about asking for online reviews
The layout and structure of your website
Anticipate what matters

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Google Local
Service Ads
Google
Ads
Google My
Business
Organic
Search
Website,
Content,
Business Listings,
Review Sites,
Social Media
Building a Strategy

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Google Local
Service Ads

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What are Google Local
Service Ads?
● Paid Placement
● Requires Background Check
● Availability Varies by Industry
● Focuses on services that require an
immediate response:
○ Roofing, HVAC, Plumbers, Locksmiths
(etc.)
● Not available for longer-term home
projects:
○ Interior Design / Remodelling,
Fencing, Handyman

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What Your Ads Say About Your Business

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How is Ranking Decided for Local Service Ads?
Proximity
How far away are
you from the
person searching?
Have you built
your digital
presence up to
cover your entire
service area?
Relevance
Does your
business match
the services the
user searched for?
Responsiveness
How quickly do
you respond to
leads?
Do you answer
the phone during
your open hours?
Ratings
What is your
average star
rating?
How many Google
reviews
do you have?

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Google LSA Verticals Are Going Nationwide!
● Appliance repair
● Carpet Cleaning
● Electrician
● Garage Door
● House Cleaning
● HVAC
● Lawn Care
● Locksmith
● Moving Company
● Pest Control
● Plumber
● Roofing
● Water Damage Restoration
● Window Cleaning

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Google
Ads

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Google Ads…Explained
02
03
01
Google Search Network
(based on demographic and geographic
targeting)
● Text ads
● Responsive text ads
● Google Local Services
Google Display Network
(based on demographic, geographic, and
contextual targeting)
● Audience-based display
● Responsive display ads
● Remarketing
YouTube Advertising
(based on content, demographic, and
remarketing targeting)
● TrueView ads (pre-roll, in-roll,
non-skippable, bumper ads)
● Video discovery ads
● In-stream ads

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Keys to
creating a
successful
Google Ads
campaign
`
What do I want to do?
● Drive traffic, awareness,
leads… all three
How / where do people
search?
● Understand search
behavior and plan for
specific keywords and
geographies to target
them.
What makes my ads stand
out?
● Use the right search
extensions and snippets to
grab attention.
● Set your advertising
geography and timing
based on your business.
How do I measure success?
● Implement Goals and
Conversions before
launching campaigns.

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Translate what you do into how people search

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Create tightly relevant Ad Groups with keywords &
ads that match

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Be mindful of keyword match type
● gutters need installation
● installation for my gutters
Ads may show on searches for
● roofers local
● local roofers
● a local roofer
1 Exact Match
[local roofer]
● local gutter installation pro
● best gutter installation company
● gutter installation costs
2 Phrase Match
“gutter installation”
● microsoft windows
● install windows on computer
● window complaints
3 Broad Match
windows
Ads won't show on searches for
● find local roofer
● local roofer near me
● It’s gonna show

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Enable all relevant Ad Extensions

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Expanded Text Ads
BEFORE AFTERBEFORE AFTER

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Responsive Search Ads
BEFORE

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BEFORE AFTER
Campaign:
Google | DSA | Remodeling
Ad Group:
Kitchen
Ad Group:
Bathroom
Ad Group:
Basement
Auto-Target:
URL Contains:
/kitchen
Auto-Target:
URL Contains:
/bathroom
Auto-Target:
URL Contains:
/basement
Dynamic Search Ads

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Google My
Business

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Google My Business allows you to control what
information a potential customer sees when they
search for your business on Google Search and Maps

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

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Business Listings & Your Online Information
● NAP Data Management: Name, Address, Phone Number
○ Information provided: Hours open, same location, services
○ Spelling: “&” vs “and”, “LLC” vs no LLC
○ Formatting: 571.327.3391 vs (571) 327-3391

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Geo Targeting with Service Areas

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Geo Targeting with Service Areas

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Set Up Your Service Area
● Radius (phased out)
● Counties
● Towns
● Zip codes

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Geo Targeting with Service Areas
Target by
zip codes /
cities.
Target by
radius

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Adding a Services List

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Adding a Services List
Organize services
by categories, and
then descriptions

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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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Set Up Your Services List
● Confirm services
listed are correct
● Define primary
category
● Be aware of tools
connected
to your GMB listing

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Adding Photos & Videos

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Businesses with
photos receive
35% more clicks
to their website
than businesses
that don’t have
photos

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Google Posts in Google Search

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Google Posts Now Appear in Map Listings

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Get reviews on Google,
Facebook, Yelp, and
other popular review
sites

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Get reviews on your website
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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Businesses that respond to reviews see, on average, a
¼ star
increase in their average rating

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Google My Business and Local Search
Local search results favor...
● the most relevant results for a given search
● businesses offering the most detailed and accurate information
● actively sharing new content
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;
CLAIM IT!

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Organic:
Website,
Content,
Business Listings,
Review Sites,
Social Media

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Get Control of Your Online Information
● Google My Business optimization
● NAP Data Management
● Directory Listings Management
● Geo-signals
● Local sites- posts and links
● Social Media content

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Add structured data to your website
Adding local schema to your website makes it easy for Google to
quickly decide what’s important

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Majority of
businesses
are not
taking
advantage
of local
schema

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…that is valuable. Ask yourself “What are my clients trying to find?”
…that provides answers to these common questions
…that’s available in multiple formats (read, hear, watch)
...for all stages of the customer journey:
● Signs it’s time for a replacement
● About your company
● Success Stories
● Home maintenance tips
Create Content

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Publish content to your website
with location signals that get
shared across all your online
business listings and social
media channels
Show Google and clients your
full service area, descriptions of
your team at work, and images
of your final results.

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Social Media Channels
Facebook Instagram Nextdoor
Twitter YouTube Google My
Business
Houzz
LinkedIn
world’s largest social
media platform
photo and video
dominant channel
only community that
verifies where you live
niche channel to the
home services industry
in-the-moment updates
and news
dominant channel for
video content
controls your profile on
Google, the world’s largest
search engine
professional community
to connect and find new
talent

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Let’s wrap this up

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Ask Yourself: What is Google Looking For?
● To provide quality search results for its customers, so they will return
again and again, and view the PAID listings. This is how they make
money.
● You help Google return quality results when…
○ Geo-tagged content
○ Relevant and frequent content
○ Mobile-friendly
○ Cultivate a digital footprint

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How can you manage all of this in an easy way while also managing
the day-to-day operations of your business?

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Your Digital Command Center
● Website
● Leads
● Online Reviews
● Directory Listings
● Local Online Visibility
● Content
● Social Media
● Phone Calls
● Analytics

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Your sole command center for
attracting lifetime customers
and growing your local business.
An all-in-one
marketing platform
for local businesses.
Get a Digital Fitness Report of your online
presence and a demo during a 15-minute call
Let’s meet on
Wednesday
Let’s meet on
Thursday
Let’s meet
next week

65. 65SurefireLocal.com
“Hey Google, who is the
winner to today’s Google
Home Hub giveaway?”

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SurefireLocal.com
marketing@surefirelocal.com
(571) 327-3391
Thank You!
Such a pleasure to work with. The
knowledge and experience they have
is amazing.
We have worked with Surefire Local
for over 8 years. Our experience with
their team has been nothing less than
excellent!