- March 07, 2018
- Google Maps Boost
- Matt Marquart
There’s several cornerstones of your foundation in the Google Maps Boost process:
- Relevance – High-quality Content – Authentic, relevant, well-structured content
- Credibility – A consistent and credible citation presence on the internet, Gathering unique, relevant reviews for your practice, consistently over time & more
- Proximity – How close are you to the searcher?
- Expertise-Authoritativeness-Trustworthiness (E-A-T) – Be an authority – have a strategy in place to share your knowledge with patients and potential patients, and get credit for it; Display, prominently, that you are the expert in your space
We’re going to talk about the first two here.
The main one is what we dub the authentic content master plan. A lot of the site-specific strategy will depend on your business and website, but here’s the general gist of how we approach it.
Content Master Plan
First, we see what we’re working with. We have a conversation with you about you business.
Why are you in business?
Do you love helping people?
We try to get a feel for your voice and how you approach the business.
Then, what content is on your site? What is working for you?
What categories have you chosen in Google My Business? What categories are available to you?
We do keyword research. What does Google Maps and the main index think are the most relevant categories for the big types of keywords?
We use this to produce your current sitemap and then a restructured sitemap that we recommend to maximize the Google Maps Boost.
The restructured sitemap is the Content Master Plan. It’s the blueprint for how to build out the rest of your site.
The Content Master Plan is one of the four cornerstones of the Starter Program.
In our monthly program, we take the content a step further. We actually write all of the content.
We do more research and we determine the outlines of how you should structure each of these pages including the LSI keywords that we recommend you include. We call this the Writer’s Brief.
Then in a perfect world, we interview you on the Writers Brief and record it. This recording will give the writer an idea of your voice and allow us to use some of your words in creating this content for you.
We write, we edit, we curate and the piece goes through our Quality Assurance. Then, a link to it in a Google Doc is inserted back into our Content Master Plan for your edits and approval.
After approval, it’s staged on the development server and goes through QA again, and then once it’s gtg, it’s pushed live. We then submit the URLs for indexing.
Simple right? It works and it’s awesome.
We’ve discussed what your citations are in WTF are Citations, so I won’t belabor the point of how important consistent and accurate citations are to your business.
Currently, we take what you believe to be your citation (NAPW). We then input it into a USPS verification, and we use that as the Master Citation. For a multi-location business, we do this for all locations.
We input your business information including the Master Citation into our tracking software, which runs an automated Citation Tracking process and report. This gives us a baseline of the Citation Score. We mark citations as correct, incorrect. We note duplicates that need correction.
We gather any old addresses or similar competitors to your business from you.
Then, we do a manual, comprehensive audit and compare that to the automated Citation Tracking. We enter all information in and cross check it.
We’ll begin fixing the citations that need editing.
Then, 990 times in a 1000, we’ll then go on to do the BIG citations. We’ll verify your listings in the top directories and aggregators.
And we’ll begin a recurring monthly citation build. This will give your digital presence a slow build in the eyes of the robots, and steadily increasing and accurate digital presence.
We’ll know that Phase 1 is starting to move into Phase 2 when:
- We’re near the end of our standard citation build list
- The citation corrections are fewer and farther in between and need only quarterly checks and corrections
Note: we are constantly improving our processes and there’s nuances in each case. So as with anything, take this with a grain of salt. 😉