Local search is a beast. And if you’re not careful, it’ll eat your lunch. But don’t worry, we’ve got the antidote—straight from the expert himself, Stefan Somborac. If you missed the live session, don’t sweat it. We’ve got all the juicy details from our Local Search Clinic, where we dug into Google Business Profile (GBP) setup, verification, optimization, and a ton of insider tactics for businesses of all kinds.
The Expert: Who Is Stefan Somborac?
Before we dive in, let’s set the stage. Stefan Somborac isn’t just any local SEO guy—he’s the founder of Marketing Metrology, a Google Product Expert, and a local marketing wizard over at Steady Demand. When Stefan talks about local SEO, you listen. Why? Because he knows how to turn local businesses into local legends.
What We Covered
GBP Setup and Verification
Let’s start with the basics. Setting up your Google Business Profile is like laying the foundation for your house. Get it wrong, and the whole thing could crumble. Stefan walked us through the essential steps:
Accurate Information: Double-check your NAP (Name, Address, Phone number). Trust us, Google cares more about consistency than your gym coach.
Verification: Don’t skip this step. Whether you’re doing it via postcard, phone, or email, make sure you’re verified. No verification means no GBP, and no GBP means you’re basically invisible online.
Categories: Choose the right category, not just any category. If you’re a plumber, don’t list yourself as a “Home Services.” Be specific. Google likes specificity.
Stefan’s tip? “Always keep your business info up to date. If your hours change, update them. If you move, update your address. This isn’t set-it-and-forget-it. It’s more like set-it-and-nurture-it.”
Features and Optimization
Once your GBP is up and running, it’s time to optimize. Stefan shared some golden nuggets on how to make your profile pop:
Photos and Videos: Use them. And not just any photos—high-quality, relevant visuals that show off your business. “Google loves user-generated content, so encourage customers to upload their own photos,” Stefan advised.
Posts: Don’t ignore this feature. Posting regularly keeps your profile fresh and shows Google you’re active. Plus, it’s a great way to promote events, sales, or new products.
Reviews: Ask for them. Politely, of course. Reviews are social proof, and they can make or break a local business. Respond to every review—good or bad. “A thoughtful response to a negative review can turn a critic into a customer,” said Stefan.
Industry Tactics: Real Estate, Plumbers, Hybrid SABs, and Multi-Location Businesses
Stefan didn’t stop at the basics. He also shared some advanced tactics for specific industries:
Real Estate: It’s all about location, right? Stefan recommends focusing on hyper-local keywords and leveraging GBP posts to highlight new listings or open houses.
Plumbers: For service-based businesses, like plumbers, using GBP to its fullest means highlighting emergency services, showing off customer reviews, and ensuring your service area is clearly defined.
Hybrid SABs (Service Area Businesses): These are tricky because you’re not tied to a single location. Stefan’s advice? “List your service areas accurately, and use GBP posts to target different regions.”
Multi-Location Businesses: Consistency is key. Each location needs its own GBP, but all profiles should be uniform in terms of branding and information.
Replay the Clinic
If you missed the live session, you can watch the replay and catch up on everything Stefan covered. Trust us, it’s worth an hour of your time.
Final Thoughts
Stefan’s clinic was packed with actionable insights, but here’s the takeaway: Local SEO isn’t rocket science, but it does require effort and consistency. From setting up your GBP correctly to optimizing every feature, the little things add up to big results.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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