Aaron Weiche on Developing a Conversion Mindset

In this episode, Claire chats to Leadferno's Aaron Weiche about how adopting a conversion-focused mindset can benefit agencies and their clients alike.Listen to learn:Why businesses often struggle to identify conversion eventsThe importance of making a business easy to work withWhy agencies should prioritize reporting on leads and conversionsThe role testing plays in optimizing conversion funnelsWhat to look out for in Google Business Profile's conversion pointsHow authentic media and social proof can skyrocket conversionsAaron's five quick tips for improving conversionsResourcesFollowing Aaron on LinkedIn: https://www.linkedin.com/in/aaronweiche/Follow Aaron on X: https://twitter.com/AaronWeicheCheck out the Leadferno blog: https://leadferno.com/blogThe Leadferno podcast, Conversion Cast: https://leadferno.com/conversioncast

In this episode, Claire speaks to Julian Hooks, principal SEO consultant at Advertising Commissions and Senior Manager of SEO at Asurion, about the importance of customer-centricity in an industry obsessed with chasing the latest SEO trend or ranking factors study.Listen to learn:Julian's five-point guide to a customer-led strategyHow to use customer insights and pain points to understand and serve customers betterHow to maintain customer focus as a business scales, and why communication is at the heart of itWhich brands and businesses are getting customer-centricity right, and why it works for themHow to use data and analytics to identify trends and address issues at a granular levelResourcesJulian on LinkedIn: https://www.linkedin.com/in/julianhooks/Advertising Commissions LLC: https://www.advertising-commissions.com/Asurion: https://www.asurion.com/See Julian speak at BrightonSEO San Diego: https://us.brightonseo.com/talks/beyond-algorithms-customer-centric-seo-as-the-key-to-long-term-successGet started with Search: a developer's guide, from Google: https://developers.google.com/search/docs/fundamentals/get-started-developersRand Fishkin on LinkedIn: https://www.linkedin.com/in/randfishkinRand Fishkin's company, Sparktoro: https://sparktoro.com/Nicole DeLeon on LinkedIn: https://www.linkedin.com/in/nicoleldeleon/Nicole DeLeon's company, North Star Inbound: https://www.northstarinbound.com/Product-led SEO, by Eli Schwartz: https://www.elischwartz.co/book

In this episode, Claire speaks to Near Media's David Mihm on the obstacles and opportunities that lie in wait when dealing with Google Business Profiles for multi-location businesses.Listen to learn:Why bulk verification can be such a struggle for enterprise businessesThe best approach to managing local SEO between HQ and branch levelsA two-level training framework for local SEO and enterprise businessesThe value of third-party vendors in highlighting the importance of local SEOWhat's next for schema and GBP PostsWhen we should be expecting Google to launch SGE, and what it might look likeResources:BrightLocal's Brand Beacon Report: https://www.brightlocal.com/research/brand-beacon-report/Near Media: https://www.nearmedia.co/Near Media's Research and Analysis: https://www.nearmedia.co/tag/analysis/The Near Memo Podcast: https://www.nearmedia.co/memo/Is Google's DMA Compliance DOA for Local Searches in Europe?: https://www.nearmedia.co/google-serp-restaurants-eu-dma-analysis/Don’t Put All Your Eggs In Google’s Basket – Beyond the Google Monopoly: https://www.brightlocal.com/blog/beyond-google-monopoly/Follow Near Media on LinkedIn: https://www.linkedin.com/company/nearmediaco/Follow Near Media on X: https://twitter.com/nearmediacoFollow David on LinkedIn: https://www.linkedin.com/in/davidmihm/

In response to the findings of BrightLocal's Brand Beacon Report 2024, this episode sees us speak to enterprise expert Steve Wiideman about all things multi-location SEO.In this wide-ranging and tactical nugget-filled conversation, Steve covers the challenges and opportunities available to multi-location SEOs today, and shares his proven processes for working with brands.Listen  to learn:Steve's expert take on the findings of the Brand Beacon Report 2024Why social media isn't the quick fix for multi-location brands that some think it isHow agencies can develop a one-pager that sets out everything the HQ of a brand needs to know about local SEOWhy some brands struggle to get on board with local SEOPreventing roadblocks and getting buy-in when working with enterprise brandsThe multitude of ways brands can use AI, and what to avoid when generating content with AIThe data-backed secrets of success for a brand location pageAdvice for SEOs uncertain about the future of search in a world with AIAs you can see from the list above, it's a long one, but absolutely worth getting stuck into if you're working with big brands or looking to do so.Resources:BrightLocal's Brand Beacon Report 2024: https://www.brightlocal.com/research/brand-beacon-report/Wiideman Consulting Group: https://www.wiideman.com/A Data-Driven Strategy for Optimizing Location Pages to Rank in Google: https://www.wiideman.com/location-pages-for-seoWiideman Search Engine Marketing Tutorials and Checklists: https://www.wiideman.com/learnSteve on X: https://twitter.com/seosteveSteve on LinkedIn: https://www.linkedin.com/in/seoexpert/Steve on TikTok: https://www.tiktok.com/@seosteveSteve on Instagram: https://www.instagram.com/seosteve/

In this episode, we speak to Google Business Profile *Platinum* Expert, Marketing Metrology's Stefan Somborac, about what it's like to volunteer to help, and most importantly learn from, local businesses posting in the Google Business Profile Help Community (what a mouthful!)Listen to learn:Why the new EU reinstatement process forms part of a "perfect storm" for GBP managers worldwideWhat access Product Experts get to Google projects and staff, and how this can help with their workHow being a Product Expert and helping out business owners is like "a rewarding puzzle"The best way to get your issue solved efficiently in the GBP Help Community (and things to avoid!)And much more!Resources:Google Business Profile Help Community: https://support.google.com/business/community?hl=en-GBPost to the help community: https://support.google.com/business/thread/new?hl=en-GB&sjid=915863440136637775-EUGoogle Business Profile Guidelines: https://support.google.com/business/answer/3038177?hl=en-GBLocal Search Clinic with Stefan Somborac: https://www.brightlocal.com/webinars/local-search-clinic-with-stefan-somborac/Live Masterclass: GBP Suspension and Reinstatement: https://www.brightlocal.com/webinars/live-masterclass-gbp-suspension-and-reinstatement/Stefan on Twitter/X: https://twitter.com/StefanSomborac

Schema might not be a ranking factor, but that doesn't mean you can leave it in the 'to do' pile. In this episode, structured markup master Crystal Carter lifts the lid on all things schema:Why it's not as scary as you think it isWhy it's business-critical for some industriesWhat to do (and not do) if you receive a schema warningHow to use a CMS to get schema sorted quickly and easilyHow to validate your schema and which tools to useTake a listen to hear two seasoned podcasters (and good friends) diving into a key, but sometimes forgotten, area of local business marketing, and witness the most passionate episode of 'Room 404' yet!RESOURCESWhat is structured data validation?: https://www.wix.com/seo/learn/resource/structured-data-validationThe Strategic Value of Structured Data Implementation on SME Websites: https://moz.com/blog/strategic-structured-data-sme-websitesWix SEO Webinars: https://www.wix.com/seo/learn/webinarsSchema.org: https://schema.org/Local SEO Schema: Types and Templates for Easy Structured Data Markup: https://www.brightlocal.com/learn/local-seo-schema-templates/Adding Structured Data Markup to Your Site's Pages: https://support.wix.com/en/article/adding-structured-data-markup-to-your-sites-pages-2546962Crystal's website: https://www.crystalcarterseo.com/Follow Crystal on Twitter/X: https://twitter.com/crystalonthewebFollow Crystal on LinkedIn: https://uk.linkedin.com/in/crystal-carter-digital

In this episode, Near Media's Mike Blumenthal highlights the Google trends we should all be paying close attention to, discusses the evolution and importance of images in Google Business Profile, and introduces upcoming Near Media consumer research that could change how we look at searcher behavior.Listen to learn:What the future of Google Business Profile might look likeWhere to go to improve your Google and Google Business Profile knowledgeThe part ads and monetization play in the future of Google Business ProfilePLUS a surprising fact about what consumers do and don't care about in reviewsRESOURCESFollow Mike on Twitter: https://twitter.com/mblumenthalMike's profile on the Google Business Profile Community Help Forum: https://support.google.com/profile/1779682?sjid=8164595187474410917-EUMike has an open email policy: [email protected]'s older local search blog, which he keeps alive as an archive: https://blumenthals.com/blog/The Near Memo - Near Media's Podcast: https://www.nearmedia.co/memo/Sterling Sky blog: https://www.sterlingsky.ca/blog/BrightLocal blog: https://www.brightlocal.com/insights/Whitespark blog: https://whitespark.ca/blog/Near Media: https://www.nearmedia.co/How to Upload and Manage Google Business Profile Photos: https://www.brightlocal.com/learn/google-business-profile/optimization/photos/Dispute a removed Google Business Profile photo or video with this form: https://support.google.com/business/gethelp

In this episode, Sterling Sky's Director of Innovation, Noah Learner, teaches us how to extract meaning when looking at cold, hard data, puts overpromising podcasts (who, us?!) in Room 404, and lays out his 5-point framework for local SEO testing and reporting success.Listen to learn:Where Google truly pulls its GBP performance data fromThe truth about impressions in Google Search ConsoleWhy good reporting needs a combo of soft skills and data analysisHow to react when datasets changeHow to get the most out of Looker Studio and much more!RESOURCESFollow Noah Learner on Twitter: www.twitter.com/noahlearnerFollow Noah Learner on Bluesky: thekrakenNoah Noah Learner on Clubhouse: thekrakenClaire Carlile's BrightLocal Academy course on keyword research: https://academy.brightlocal.com/course/how-to-master-local-keyword-researchBranch Tools Explorer https://branch.tools/Using Data as the Backbone to Driving ROI: Noah Learner (Two Octobers): https://www.youtube.com/watch?v=9J3XVWxmoRk&t=1s 

In this episode, Uberall's Krystal Taing shares her obsession with multi-location SEO, slings her pet peeves into Room 404, and delivers a rousing 5-point plan for scaling enterprise local SEO success.Listen to learn:How to overcome the challenge of building a local voice for each location while keeping the necessary things centralized at corporate.Why bulk uploading is key to scalability, even at as few as two locations.How to avoid cookie-cutter, one-size-fits-all local SEO by testing across locationsAnd much more!ResourcesFollow Krystal on Twitter: @krystal_taingAndrew Shotland and the Local SEO Guide team: https://www.localseoguide.com/Krystal's GBP Help Community Profile: https://support.google.com/profile/1779728

In this episode, we drill deep into the brain of Andi Jarvis, a self-confessed strategy nerd.  Andi is the Founder and Strategy Director of Eximo Marketing, a marketing strategy consultancy based in Belfast and Liverpool in the UK.  Eximo Marketing primarily works with established manufacturers who want to grow their business via direct-to-consumer. Listen to learn:The difference between strategy and tacticsThe biggest mistakes often found in a marketing strategyHow to build a marketing strategy that aligns with your local business strategy Follow Andi on Twitter: https://twitter.com/andijarvisFind Andi on LinkedIn: https://www.linkedin.com/in/andijarvis/Eximo Marketing: https://eximomarketingstrategy.com/The Strategy Sessions Podcast: https://eximomarketingstrategy.com/podcast/ Resources: Good Strategy Bad Strategy: The Difference and Why it Matters: https://www.amazon.co.uk/Good-Strategy-Bad-Difference-Matters/dp/1846684811Mark Ritson: https://www.marketingritson.com/BrightLocal on the web:www.brightlocal.comwww.twitter.com/brightlocalwww.facebook.com/brightlocalwww.instagram.com/brightlocalwww.youtube.com/brightlocal Claire Carlile on the web:www.clairecarlilemarketing.comwww.twitter.com/clairecarlile