Discover how to make the most of your free Google listing in the final leg of 2018. Learn more at: https://www.surefirelocal.com/blog/2018/10/the-home-contractors-ultimate-guide-to-google-my-business-posts-reviews-messages-photos-more-contractor-marketing-webinar/ Jeff White (Director of Customer Success at Surefire Local) shares how the top home services contractors are using Google My Business - a free and easy-to-use tool - to manage and improve their online presence across Google, including Search & Maps. Some of the key takeaways you'll learn are how to: - Control what information people see when they search for your business online - Read & respond to reviews and share photos that represent your quality work - View insights on how customers find your business online - from search keywords to devices used - Create unique URLs to make it easier for people to contact you directly from Google Search & Maps regarding specific services - Publish relevant content using Posts & message in real-time with people who are searching for your business on Google

1. THE HOME CONTRACTOR’S ULTIMATE
GUIDE TO GOOGLE MY BUSINESS
Posts, Reviews, Messages,
Photos & More!

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AGENDA
Meet the team
Talk through the value of claiming and optimizing
your Google My Business profile in terms of getting
more visibility on Google
Q&A

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We are
● Est. July 2011
● Located in Tysons, Virginia
● Specialize in Home Services vertical
● 1,260+ customers; 1,730+ locations
5-time honoree

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Create the best local marketing technology software
and services that our customers LOVE and rely on every
day because it makes their lives easier when it comes
to growing their businesses
Our
Mission

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A Few Quick Reminders
You can reach our team at any point by
emailing marketing@surefirelocal.com
or using the questions box
You’ll receive a recording of today’s
webinar on Monday!1
2

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One lucky attendee
will leave today’s
webinar with a
Google Smart
Display!
We’ll announce the winner after Q&A at the end of the webinar

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Jeff White
Director, Customer Success
Meet Your Speaker

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Google is constantly changing
How is Google search changing?

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The Future of Search is Mobile

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The Future of Search is Mobile and it Includes Ads

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The Future Also Includes Less Organic Clicks

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The Future Also Includes Less Organic Clicks Website link
appears after
scrolling 6
times on mobile

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We’ve just begun to see these changes
appear for home services contractors

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Local Service Ads

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Local Services Ads are Expanding
Available Now
● HVAC
● Plumber
● Electrician
● Garage Doors
● Locksmith
Coming Soon...October,
November, December
● Roofing
● Tree Service
● Water Damage Restoration
● Window Cleaning
● Window Repair

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What does all of this mean?

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Contractors will have to adjust to the new search
Less Organic Clicks
More No-Click Searches

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Google is providing the answers directly in Google search
results...instead of sending people to other sites

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Google is providing the answers directly in Google search
results...instead of sending people to other sites

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Google is providing the answers directly in Google search
results...instead of sending people to other sites

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Google is providing the answers directly in Google search
results...instead of sending people to other sites

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Google is providing the answers directly in Google search
results...instead of sending people to other sites

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What this means is homeowners don’t have
to click to your website to learn what they
(immediately) need about your business.

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Instead, Google will provide them just about
everything they need to know about you directly
in a search result

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But Google has to get this information from somewhere…
AND be able to trust that information is correct

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Enter the holy grail of your online presence

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Google My Business

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Google My Business is your
business’s “Digital Anchor”

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What is 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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SurefireLocal.com
Yes, you have a Google My
Business listing but…
1) Do you control it?
2) Do you use it?
Find out at www.google.com/business
You Might Be Thinking...

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● Why is it important?
● 4 5 new tools
● 1 secret
● “But wait...there’s more!”

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● Why is it important?
● 4 5 new tools
● 1 secret
● “But wait...there’s more!”

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SurefireLocal.com
Why is it important to you?
Google My Business
● Your business info on Google
○ This is your “digital anchor”
● You are important to Google.
Most searches are...
○ on Google
○ mobile
○ have local intent
○ and...

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SurefireLocal.com
Google said that local search on
mobile devices is growing faster
than mobile search overall — 50
percent year over year. Partly in
response, Google has been
regularly adding new features to
the Knowledge Panel and Google
My Business (GMB).
Google My Business

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Brand Name
Search

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SurefireLocal.com
You & your website
earned these links
Brand Name
Search

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SurefireLocal.com
You pay for this space
(if clicked)
Brand Name
Search

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SurefireLocal.com
Google is GIVING you this
space...IF you follow the rules
Brand Name
Search

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Keyword Search
SurefireLocal.com
You have to EARN this
space and placement.
How do you earn this space?
● Quality
● Proximity
● Relevance

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SurefireLocal.com
1. Take advantage of Google tools & best
practices
2. Be aware of how Google works
3. Be aware of how Google is evolving
What Should You Do?

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● Why is it important?
● 4 5 new tools
● 1 secret
● “But wait...there’s more!”

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How Can You Use Google My Business?
● Post updates to showcase what’s
new and share seasonal offers
● Highlight services you offer
● Text with prospective customers
● Create a unique appointment URL
● Add photos, video to highlight what
makes your business special

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SurefireLocal.com
1. Posts
2. Services
3. Messaging
4. Appointment Link
5. Video
5 New Tools You Can Start Using Today

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SurefireLocal.com
Google Post

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SurefireLocal.com
1. Add Picture
2. Add Message
3. Add Link
4. Choose Button Type
Google Post

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SurefireLocal.com
Google Post

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SurefireLocal.com
Google Post
● Get FREE views
● Important content,
promotions, events

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SurefireLocal.com
Google Post’s Newest Feature
Add Promo
/ Coupons!

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SurefireLocal.com
Google Post’s Newest Feature
Call Now
option!

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SurefireLocal.com
Google Post’s Newest Feature
Add Video!

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SurefireLocal.com
1. Posts
2. Services
3. Messaging
4. Appointment Link
5. Video
5 New Tools You Can Start Using Today

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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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Time for a quick break!
How are we doing so far?

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See a demo of the Surefire
Cloud and discover 3 to 4
tactics to improve your
online presence through
digital marketing
Tuesday Thursday
Please email me to
schedule a call
Let’s talk on…
Want to learn more?
Email marketing@surefirelocal.com or call 571.327.3391

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SurefireLocal.com
1. Posts
2. Services
3. Messaging
4. Appointment Link
5. Video
5 New Tools You Can Start Using Today

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SurefireLocal.com
Messaging

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SurefireLocal.com
● Mobile only
● Google measures &
reports how quickly
you respond!
Messaging

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SurefireLocal.com
● Google says Hi
● Business says Hi
○ Customize your
opening message
● Begin text
conversation
Messaging

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SurefireLocal.com
Messaging

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SurefireLocal.com
1. Posts
2. Services
3. Messaging
4. Appointment Link
5. Video
5 New Tools You Can Start Using Today

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SurefireLocal.com
Appointment Link

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SurefireLocal.com
Create an “Appointment” Link

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SurefireLocal.com
1. Posts
2. Services
3. Messaging
4. Appointment Link
5. Video
5 New Tools You Can Start Using Today

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SurefireLocal.com
Add Video to Your GMB Listing

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SurefireLocal.com
Add Video to Your GMB Listing

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● Why is it important?
● 4 5 new tools
● 1 secret
● “But wait...there’s more!”

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1 Secret...Your homepage is no longer your “homepage”!

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SurefireLocal.com
What does Google
Want?
● Good experience for
its customers /
searchers
● Mobile
● Speed
● Quality
1 Secret

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SurefireLocal.com
Google My Business
Question
Out of the 200-ish Google ranking
factors, what are the top 2-3?

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SurefireLocal.com
Question
Out of the 200-ish Google ranking
factors, what are the top 2-3?
Answer: Content, Links, Rank Brain
(Artificial Intelligence)
....User Engagement
Google My Business

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SurefireLocal.com
It’s not about JUST your website anymore
Digital Footprint =
● Website
● Social sites & activity
● Directory listings
● Reviews
○ Quantity
○ Quality
○ Consistency
Your Business Has a Digital Footprint

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SurefireLocal.com
Manage Your Entire Digital Footprint in One Place

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SurefireLocal.com
Manage Your Entire Digital Footprint in One Place

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SurefireLocal.com
Manage Your Entire Digital Footprint in One Place

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● Why is it important?
● 4 5 new tools
● 1 secret
● “But wait...there’s more!”

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SurefireLocal.com
Google My Business
UGC
● User
● Generated
● Content

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● Types of UGC:
○ Pictures
○ Video
○ Answer questions
about a business
■ Points & Levels
● Questions & Answers
But Wait...There’s More!

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SurefireLocal.com
But Wait...There’s More!

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SurefireLocal.com
● Book appointments
right from GMB
But Wait...There’s More!

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SurefireLocal.com
But Wait...There’s More!

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SurefireLocal.com
But Wait...There’s More!

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Filling your lead funnel is increasingly about
off site vs on site
Google My Business is a critical tool in your
marketing toolbox
You need a business partner to help navigate
the ever-changing digital channel

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Tuesday Thursday
Please email me to
schedule a call
Let’s talk on…
Want to learn more?
Email marketing@surefirelocal.com or call 571.327.3391
See a demo of the Surefire
Cloud and discover 3 to 4
tactics to improve your
online presence through
digital marketing

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Hey Google, who is today’s
lucky winner?
The winner of the
Google Smart Display is…
Q&A

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HARDWORKING MARKETING
FOR HARDWORKING PEOPLE
SurefireLocal.com marketing@surefirelocal.com @SurefireLocal
Thank you!
You’ll get the recording of today’s
webinar on Monday!