Want to learn how to keep returning customers engaged and convert new customers through your Google My Business listing? In this presentation, Ross Tavendale, Managing Director at Type A Media, will walk you through some simple workflows that small business owners can start doing today. You will learn: - How to increase your marketing efforts on Google and generate more customers from organic search. - Smart formulas and workflows you can teach your team to work smarter with your GMB listing. - The newest local SEO techniques to get your GMB page and your website ranking well in local search. - Running a small business is hard. Often, as the owner of a small business, you are in charge of HR, finance, operations, sales, marketing and a million other things. So when it comes to the world of ranking well in Google, you need smart workflows that save you time, grow your business, and keep your customers happy.

1. Local SEO
Workflows
Ross Tavendale
#SEJWebinar
ross@a.agency

2. About Me
1.Managing Director, Type A Media
2.Data Journalism
3.eBay, Just Eat, Brewdog
#SEJWebinar
ross@a.agency

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If you own a small business, it’s
likely that you also own...

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High blood pressure

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A well used Starbucks Loyalty Card

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A degree from the University of Life
in HR, Finance, Operations, Sales
and Marketing

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You’re very busy but you still need
to...

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Grow your business
Standing still now means decline

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Keep your customers happy
Loyalty and repeat business is your lifeblood

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Manage new technologies
Stay on top of the ever changing marketing landscape

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Vacation
2020 has made that
challenging
Workflows
Repeatable, manageable
systems to grow

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In the next 20 minutes you will
learn
● What gets measured, gets managed
● How to manage one off and recurring Local SEO tasks
● How to understand your review themes and customer
issues at scale
● Tools to make life easier

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What gets measured, gets managed
Understand what you are looking at to make better decisions

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If you say “the internet” in answer
to these questions, we have an
issue...
● Where did that new customer come from?
● Where did that new sale come from?
● Why is it so busy today?
● Why is it so quiet today?
● How did you hear of us?

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Get “direct” traffic as close to
zero as possible
● Direct is the default for no other information being passed
to GA
● UTM tracking on all external links
● Use dynamic tracking phone numbers
● Create custom landing pages
● Combat ‘dark social’ with tracking on open graph URLs

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UTM tracking on all links
● GMB, Facebook, Twitter, Instagram, Your Email
Signature….everything!
● Use Google’s Campaign URL Builder
● View traffic segmented in the “events” section of GA

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Use dynamic phone numbers
based on referrer
● Have the phone number of the site change depending on
where the customer came from.
● Use a service like Call Tracking Metrics
● Connect directly to GA to understand what converts
● Put a call whisper on each number to get immediate
information
● Listen to calls and train staff

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Create custom landing pages
● Link people from your GMB to a services page, not the
home page
● On social profiles, link to a dedicated page that
addresses the fact they have come from Facebook, etc.
● Use these landing pages to retarget with ads
● Make them very easy to convert, use unbounce for
inspiration.

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UTM on Open Graph Tags
● Open graph is the meta data used when sharing to social
sites
● When people share via Whatsapp, Messenger, etc. GA
records it as direct.
● Add UTM parameters to OG tags to combat it
○ Caveat: not 100% fool proof

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Managing one off and recurring
tasks

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One Off
GMB listing setup, 3rd Party
Directories
Recurring
GMB listing, GMB Posts,
Reviews, Mentions around the
web

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GMB Listing Setup
● Fill in ALL THE THINGS
● Primary Category, Secondary Categories and attributes
● Use Pleper to get a full list of categories
● Use GMB spy Chrome plugin to see what others are
using

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Ninja Optimisation Tactic
● Pay attention the the EXIF data in your images
● The meta data contained within an image
● Deliberately take images with a phone camera with GPS
turned on and upload them directly
● The more location based signals the better
● Use GPiSync to add GPS data to your images

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Poll Questions
● Do you update your GMB profile on a regular basis?
○ A. Yes, it’s very up to date.
○ B. Occasionally
○ C. What’s a GMB profile?

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GMB Listing Updates
● Change your categories according to the seasons
● For example, if you are a bakery business, change the
category to “Wedding Cakes” in spring
● Or if you are a butcher, change your category to
“Christmas Hampers” in November.
● Use Keyword Magic Tool to see the Trends associated
with the keywords

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GMB Posts
● GMB Posts are like social media updates for your
business in your profile
● Use them regularly to communicate with your customers
and promote new products and services
● Regular activity helps rankings and boost conversions
● Use SEMrush Social Media Poster to plan the posts
ahead of time and automate the process.

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Mentions around the web
● Google alerts
● Brand Mentions in SEMrush
● Subscribe to a news story in Google News
● Add you business name as well as your phone number
● Always reach out for links
● Always respond to reviews

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Setting up your business across
the web
● Use SEMrush Listing Management tool to bulk upload
and control your data across all platforms
● Spot check for NAP inconsistencies that are hurting your
rankings

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Reply to all your reviews in one
place
● Use SEMrush Listing Management tool to also collect all
of the reviews in a single place so you don’t need to keep
tabs on loads of websites
● Reply within the interface and setup one to many
communication so you don’t need to keep repeating
yourself

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Analysing Reviews at Scale

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Poll Questions
● How much time do you spend reading and understanding
customer reviews?
○ A. I don’t check them
○ B. Less than an hour each week
○ C. More than an hour each week

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Use NLP to get deep insights into
reviews
● Natural Language Processing is a type of AI that
understands the sentiment and entities in text.
● Google let you use their NLP for free
● But, you are a busy business owner, you don’t have time
to run every review through NLP...

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Use NLP to get deep insights into
reviews
● Coda.io has Google Natural Language Processing Baked
In
● Check sentiment, product category and entities in your
reviews to get aggregated insights
● Example using SEMrush reviews from Trustpilot

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Use Zapier to Automatically push
reviews to your Coda Doc
● Everytime you get a new review - SEMrush will tell you
do you can respond to it
● Coda will collect it and analyse it for you on the fly so you
can get an idea about how your customers are finding
your experience
● Set custom emails if certain words are mentioned or a
certain sentiment score happens

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Go forth and set up your systems
and reclaim your time!

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Links
● https://ga-dev-tools.appspot.com/campaign-url-builder/
● https://www.calltrackingmetrics.com/
● https://unbounce.com/landing-page-templates/
● https://pleper.com/index.php?do=tools&sdo=gmb_categories
● https://chrome.google.com/webstore/detail/gmbspy/hijfnlgdhfpmnckieikhinolopcolofe
● https://sourceforge.net/projects/gpicsync/
● https://www.semrush.com/analytics/keywordmagic/start
● https://www.semrush.com/social-media/poster/
● https://www.google.co.uk/alerts
● https://www.semrush.com/mentions/
● https://www.google.com/alerts?t=1&q=wedding+cakes&hl=en&sa=X&ved=0ahUKEwj1o_Ghi9LsAh
VjlFwKHe6oCgYQ1wsIfSgA#1:0
● https://cloud.google.com/natural-language
● https://coda.io/
● https://coda.io/d/Reviews-with-NLP_dDnfGEtD6oQ/Reviews-with-NLP_susSX#_luzCq

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Poll Questions
● Question 1