For: Service Lifter, Digital Marketing Agency
Document Version: 1.8
Last Updated: March 7th, 2024
1. Introduction: This SOP outlines the standard process for optimizing Google My Business profiles, including posts, key points, review responses, and ongoing monitoring. The objective is to consistently improve our clients’ profile rankings in the map pack and provide a comprehensive experience for potential clients.
2. Scope: This SOP is applicable to all Service Lifter staff involved in GMB operations.
3. Procedure:
1. Onboarding Process and Optimization:
1.1 As part of the onboarding process, ensure each GMB profile is fully optimized. Key points to check regularly include:
- Company Description: Utilize the main keyword on the homepage for the business description in the first sentence of the description.
- 6-7 Cities (not counties) listed in the service area
- All company information filled out including hours, phone number, and website.
- Ensure accurate services without keyword stuffing.
- Baseline scans.
- Review responses.
- First post.
1.2 Conduct baseline Local Viking scans for all keywords during the onboarding process.
2. Monthly GMB Review:
2.1 Run a heat map scan in Local Viking monthly to monitor ranking changes.
2.2 Use maps to check in with clients monthly regarding lead volume and business status.
2.3 Utilize Bright Local Searches to assess the profile from specific zip codes or areas.
3. Content Optimization For Weekly Posts:
3.1 Provide clients with (4) GMB Posts per month, optimized for their primary service.
3.2 Ensure no content duplication across clients within the same state.
4. Content Optimization For Product Posts:
4.1 Deliver (1) GMB Product Post per month, highlighting rotating services offered. Utilize the keyword for the product in the first sentence of the product description.
5. Images For Posting:
5.1 Use engaging images sourced from clients’ websites, social media, or AI-generated from Midjourney Bot.
5.2 Avoid branded graphics; prioritize client-provided images.
5.3 Ensure AI-generated images are stored in the designated Google Drive folder.
5.4 The image must match the city modifier of the post to align with the content.
6. Review Responses:
6.1 All past review responses must be completed during client onboarding. Additionally, when a person mentions a service in a review, utilize the service to emphasize the keyword’s relevancy in the response.
6.2 Respond to all reviews weekly, thanking the client and addressing mentioned keywords or services.
6.3 Ensure timely responses and personalized engagement.
7. Creating a New Google My Business Listing:
7.1 Instruct clients to create their GMB listing; offer support during verification.
7.2 Add helpdesk@servicelifter.com as a user post-verification.
7.3 Maintain a verification percentage above 95%.
8. Reinstating Suspended Profiles:
8.1 Alert clients of suspended profiles and address underlying issues.
8.2 Complete a Reinstatement Form and liaise with Google Support.
8.3 Keep clients updated throughout the reinstatement process.
9. Website to GMB Connection:
9.1 Establish a connection between the website and GMB by housing hyperlinks to the last three posts on the GMB for the service associated with the keyword + city modifier of the home page.
10. Local Citations Management:
10.1 Local citations will be completed and managed through Yext to ensure consistency and accuracy across various online platforms.
11. YouTube Video and Social Media Integration:
11.1 Any YouTube videos published by the company will include the GMB link in the description.
11.2 LinkedIn or Facebook posts will also incorporate the GMB link to enhance visibility and engagement across social media platforms.
12. Web 2.0 Backlinks:
12.1 Once a month, create web 2.0 backlinks from platforms like Blogger and similar websites. Build a directory-based website page acting as a listing directory, e.g., /best-plumbers-in-chicago/, and include backlinks to clients’ GMBs to gain additional PageRank.
Approved Google My Business Practices For Posting:
- Include 1-3 paragraphs with opening and closing statements mentioning city + service.
- Posts should be engaging and informative.
- Utilize lists and bulletins for readability.
- End each post with a Call To Action.
- Avoid keyword stuffing and ensure humanized, edited content.
- Double-check content and photo relevance.
13. Adding EXIF Data to Images in Photoshop:
Objective: Enrich image metadata with EXIF data.
Process:
- Open the image in Photoshop.
- Access File Info and add EXIF data in the specified format ONLY in the description field: Naturalized sentence with keyword + city modifier about the picture | Longitude and Latitude from Wikipedia for the city of interest.
- Format the data naturally with accurate geographical information.
- Cross-check and save changes, documenting them for reference.
- Ensure accuracy and relevance for improved SEO potential.
