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Curso SEO Local para ser el #1 en Google Maps — Transcript

by Pedro SEO · 12,938 words · 1,872 segments · language en · Watch on YouTube

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0:01Hello and welcome to this video where I
0:03will explain how local SEO works, that
0:05is, how Google crawls and ranks
0:07different businesses within the Google
0:09Maps search engine, and I'm going to
0:11share how we optimize a profile. So,
0:15I'm going to give you a step-by-step
0:16guide on what you need to do with all
0:18the factors that your Google Maps
0:19profile has so that it ranks in the top
0:21positions. You have everything
0:23segmented minute by minute in the video
0:24, so, let's get started. Alright? First
0:30of all, how does local SEO work? Well,
0:33there are three ways for people to find
0:35you. The first one would be, well,
0:37through Google Maps ads; you pay, you
0:39appear in the results, and that's it,
0:41right? The typical ad that pops up,
0:43right? With a "sponsored" label here,
0:45and you start appearing within Google
0:47Maps. I have to say that these
0:49campaigns work great, especially for
0:51local businesses, and these campaigns
0:53are done with Google Ads, with Pmax,
0:55but well, obviously there is an
0:57investment part here and it is a
0:59parallel world. Let's say we won't
1:02touch on that in this session because
1:04it is simply the SEM section, the
1:06advertising investment section, which,
1:08well, is something we also teach in the
1:10community, but here, hey, we are going
1:13to go directly to what we want, which
1:15for example would be the Local Pack or
1:17Google Maps, which is basically 80%of
1:19local SEO clicks, right? You search for
1:22something on Google, different results
1:23appear, and that's when we see the
1:25profiles and so on, which is what
1:26everyone already knows how it works,
1:28right? And then within Google Maps,
1:30because the main mistake is that people
1:32say, "Hey, local SEO is Google Maps,
1:33right?" But local SEO is not just
1:36Google Maps; local SEO is also organic
1:39SEO results. For example, one of our
1:41clients, Calderas de Madrid, where the
1:43word Madrid is their location. So
1:46that's where the local SEO part comes
1:48in, and when you search for "Calderas
1:50Madrid," our client's website will
1:51appear in the top positions. This is
1:54also local SEO, so let's not confuse
1:56local SEO with just Google Maps because
1:58that's not the case. There is also an
2:01important part which is the Google
2:03search engine, which also has the
2:04location aspect, okay? I say this
2:06because it is a fairly common mistake.
2:08Alright? Let's continue. The three
2:10factors of Google's algorithm. First of
2:13all, relevance. Your business is what
2:15the user is looking for. This is done
2:18with Google Business Profile categories
2:20, okay? I mention this in case you see
2:22"GBP" written here. This is Google
2:24Business Profile, and it will very
2:26likely change its name again, since
2:28they keep changing it constantly. It
2:30used to be called Google My Business;
2:31now it's called Google Business Profile
2:33. So, there is a primary category,
2:36which is, well, the main Google
2:37Business Profile category—I'll
2:39explain this when I show you how to
2:41optimize a Google Maps listing—and
2:43then, obviously, you need to include
2:44keywords in the description, okay? We
2:47will also explain this. And obviously,
2:50there must be cohesion between our
2:51Google profile and our website, okay?
2:54That is why I say the topic of our
2:56website is also important, okay?
2:58Because local SEO doesn't just end with
3:00the Google profile; our website also
3:02plays an important role. The second
3:05thing Google looks at is distance, how
3:07close your business is to the person
3:08searching, right? Because, let's say if
3:11you search for something while you're
3:12in a certain area or location, the
3:14results you get will be totally
3:15different, right? I'm sure you've
3:17already experienced this. This is
3:20handled by an algorithm called Pigeon,
3:21which basically focuses on playing with
3:23the geolocation you're in. It's true
3:27that we can't control the person's
3:29location, but what we can do is create
3:31different area pages. So, we can work
3:34on those locations on our website. For
3:37example, our SEO agency is currently
3:39based in Andorra, but we can create a
3:41page like "SEO Agency Barcelona," which
3:43, in fact, we've already been working
3:45on for a long time, or "SEO Agency
3:47Madrid," right? So we can play with
3:50that geolocation, even if our Google
3:52profile isn't exactly like that. So,
3:55the good thing is that we can also play
3:57with our pages, and obviously,
3:59depending on the sector you're in, the
4:01radius will vary. Of course, if you
4:04have a restaurant, you'll have many
4:05more players and much more competition,
4:07so your reach will be more limited, but
4:09if you're a podiatrist, for example,
4:11you probably won't have as much local
4:13competition, so you can play with a
4:15larger radius. In fact, at the agency,
4:18whenever a client needs to enter a new
4:20market or open new centers, we often
4:22perform small market analyses to see
4:24where there is more competition, where
4:26there is less, where we should position
4:28ourselves, and so on. And finally,
4:31prominence, which is a very difficult
4:33factor; it’s the one we work on most
4:36within the community because we believe
4:38it is almost the most important one
4:40today. What Google wants to know is
4:42whether your business is well-known and
4:45trustworthy. So, what it measures very
4:47well here are reviews—the number of
4:49reviews you have plus the rating—
4:51citations in directories, that is, how
4:53many times your business appears in
4:55different internet directories, and
4:57then the authority of your website. See
4:59? That’s why we say the website is
5:02super important. In fact, in local SEO,
5:05it is true that we focus 100%on the
5:07Google Maps profile, but we achieve
5:09very good results by also working on
5:11our website's SEO. That’s why we
5:14always say that local SEO is a mix
5:15between Google Maps and the web. So,
5:18this point is possibly the most
5:19complicated to work on, since it is
5:21infinite. I mean, you can get infinite
5:24reviews, you can get infinite citations
5:26, and your website's authority is also
5:28totally infinite. That’s why I say
5:30this is where we place the most
5:31emphasis and work the most, because it
5:33is the one that can be stretched the
5:34furthest. Because, even if we have the
5:36Google Maps profile well-optimized, you
5:39will see later that it is a super wide
5:41spectrum. But it is true that, at least
5:43the foundation (that is, your Google
5:45profile), must be perfect, because
5:46let's say the SEO you can do on the
5:48profile has a limit based on what the
5:49platform allows, okay? It’s like
5:51doing SEO on YouTube. If you do SEO on
5:53YouTube, the limit is what YouTube
5:54allows you to do, right? SEO on your
5:55website is much more stretchable
5:56because it’s a website, so there are
5:5820,000 things to do, but here we are
5:59limited to the platform; however,
6:00don’t worry, because I’m going to
6:02explain everything, everything,
6:03everything to you. Let’s move on to
6:05what we can control, that is, what we
6:07can optimize and what we cannot
6:09optimize. What we can do, as we
6:11mentioned, is the entire Google
6:12Business Profile—we can optimize it
6:14completely, and we will teach you how
6:15to do this without any problem. We can
6:18create strategies to get reviews. We
6:20can handle the entire web portion, that
6:22is, all the SEO within our own website.
6:25We can manage citations and directories
6:27, meaning having our website, our
6:29Google profile, and our business appear
6:31on other websites besides our own, and
6:33we can also create posts within Google
6:34Business Profile. Okay, this kind of
6:37annoys me about Google, but they always
6:38do it, and the truth is, it works. But
6:40anyway, let's say that you, within your
6:42own Google Business Profile, can create
6:44posts. And what we cannot control are:
6:47the user's search location (the user
6:49will be wherever they want, they’ll
6:50search for it), Google's algorithm
6:52changes, your local competition (
6:54meaning, if you are in a location where
6:56you're competing with a lot of other
6:57players, it's going to cost you a bit
6:59more), the user's internet speed, and
7:01their mobile search location, okay?
7:03These are things we don't have control
7:05over, so we won't be able to do
7:06anything about them. But hey, we have a
7:08lot of things that we can actually do.
7:10So, since we have a lot of things we
7:12can do, we are going to explain how we
7:14do it, what you can do, and so on.
7:16Something I also really like about
7:18local SEO is that a freelancer can
7:20truly beat a multinational company,
7:22okay? So, local SEO is the channel
7:24where you have the most control with
7:26the fewest resources. That's why it's
7:28almost always one of the initial
7:30strategies we carry out at the agency,
7:32because it's when we get the most
7:34direct return on investment. Okay?
7:36Let's say, for example, you sell web
7:38design services; if you go for the term
7:40"web design agency," it will be very
7:43hard for you to rank. But, if you rank
7:45for "web design Toledo" or whatever
7:47your location is, you will rank much
7:49more easily, and that's one of the
7:51mistakes a lot of people make. But yes,
7:53obviously without a Google Business
7:54Profile listing, well, you're invisible
7:56. So we’re going to explain that next
7:58. Okay, we are going to continue with
8:04the optimization of the Google Business
8:06Profile listing. Let's go, which is the
8:08Google Maps listing in case anyone
8:09didn't know yet, but I assume you do
8:10because after the previous session you
8:12should already know. So, the first
8:14thing you have to do is search for
8:15Google Business Profile on Google, and
8:17then you’ll be able to access it.
8:19Here, and from here, well, you just
8:20click on "start now," or "empezar ya"
8:22if you have it in Spanish. And if you
8:25have an account, you just click here to
8:26sign in, and as you can see here, well,
8:28we manage several different Google
8:29Business accounts. So, from here, since
8:32we have several, we could manage as
8:34many as we wanted. We could also create
8:37different groups to segment them, or if
8:38not, we click "add business" and add an
8:40individual business. And from here on,
8:43we enter the name, the category, and
8:45follow the next steps. But anyway,
8:47since I'm not going to register a
8:49business right now, you just need to
8:50complete these steps, but I’m going
8:52to explain how to optimize the profile,
8:53okay? So, just complete this part, and
8:56now I will explain how to optimize the
8:59entire profile so that you rank on
9:01Google Maps. So, from here, you can go
9:03directly into your Google Business
9:05Profile, see Google updates, add photos
9:08, because that also helps a lot, or add
9:10the posts we talked about. If we click
9:13here on "view profile," we can see
9:15exactly how users will see it, okay?
9:18The good thing about what I can show
9:19you is that since this is a new account
9:22we created for the Andorra agency's
9:23Google Business Profile, it's starting
9:25from scratch because we created it two
9:27days ago. So here we are going to
9:30explain a bit about what we can do to
9:32optimize it and so on, okay? So I’m
9:34going to go directly into the profile,
9:36and from here we can access the
9:37different sections, okay? So, to
9:39optimize it, we would have to go here
9:41to "edit profile," and now from here,
9:43if you are creating it from scratch,
9:45you could follow along with me because
9:47you'll be doing exactly the same thing,
9:49okay? So, first thing, the business
9:52name, okay? Important: here we are
9:55using a little trick that Google might
9:57say yes to, or might say no to. Okay?
10:00So, be careful. I say this because
10:02Google Business Profile is generally
10:04quite picky, and there are things it
10:05allows you to do. Sometimes it does,
10:07sometimes it doesn't. We’ve seen a
10:08bit of everything. So, the trick we
10:10used here is adding "marketing agency."
10:13In principle, you shouldn't really do
10:15this, because this is a keyword we're
10:17using, and technically you're not
10:19supposed to, because your business name
10:21is, well, Paraco Studio, right?
10:23Actually, it's Paloseco Paloseco SL,
10:25but I'm not going to touch it because
10:27since it already accepted this name,
10:28what I suggest is that you try to
10:30include the keyword you want to rank
10:32for, for example, marketing agency. So,
10:35what I want is that when someone
10:37searches for marketing agency within
10:38Andorra, which is where we are located
10:40now, our agency appears. It doesn't
10:42appear right now because it's
10:44practically new; I don't have any
10:45reviews or anything else. So, I see
10:46there are different players here. So,
10:48if I put the main keyword, which is the
10:51one I want, in front, it will have more
10:53importance. But if you want to play it
10:56safe, what I have to tell you is to
10:57just put your company name and that's
10:59it. Life hack, a trick that many
11:02businesses use. What they do is when
11:05they register their company name, for
11:07example, my company name is Paloseco SL
11:09, they call it Paloseco Marketing
11:10Agency SL. That way, I could put
11:13Paloseco Marketing Agency SL here, and
11:15Google accepts it because it's my name,
11:18do you understand? That's a trick of
11:20the...let's call it a trick, but well,
11:21it's something that some businesses do.
11:23So, in this case, I'm leaving it as is,
11:25I'm not going to touch anything because
11:27it's already accepted and verified, so
11:28we won't touch a thing. But well, now
11:30you know how the business name works
11:32within local SEO, okay? Just keep in
11:34mind that this is cheating, this isn't
11:36allowed. In fact, I'm already risking
11:38having another competitor report me and
11:40say, "Hey, this agency, this name isn't
11:42real." And then if many companies or
11:45businesses report you, which people who
11:47have no life usually do, they do it
11:49with several accounts and usually they
11:51take down your Google Business Profile
11:53account and you have to update it and
11:55remove it from the name. There are bad
11:58people in the world, there are people
11:59who do it. I'm taking a risk telling
12:02you this so it helps you, but hey,
12:04don't report me, right? If you wanted
12:06to report someone, well, you know,
12:08right? Well, honestly, since I've never
12:10reported anyone, the truth is I don't
12:11really know. But I know there's an
12:14option around here; I don't know where
12:15it is now, but there's an option where
12:16you can report it and say: "Hey, this
12:18isn't quite right, is it?" So, I don't
12:20know where that option is right now.
12:22I'm telling you, because I've never
12:24suggested a change, maybe not. See?
12:26Here the place is closed. Well, you
12:28suggest a name, for example, hey, this
12:30isn't called that, this is called
12:31Marketing Agency, right? So here,
12:33report it. Look, it's right there, tiny
12:35, but okay, I just showed you what I
12:37don't want you to do to my agency, but
12:39well, just so you know, people can be
12:41mean and might do it. What else? Let's
12:43continue with the business category,
12:45okay? This one is super important. Look
12:47, I'm going to cancel so you can see it
12:49better. Okay, you see there are
12:50different categories, right? But there
12:52is one that is primary, okay? The
12:53primary one is the one that will have
12:55the most importance, it's this one here
12:56. So, in my case, it's Marketing Agency
13:00. That is the main one and it's the one
13:02that will have the most relevance for
13:05your ranking. So choose the one that is
13:07most relevant to your business. And
13:10then we are going to add additional
13:11ones. The additional ones are also
13:13super important, okay? I mean, let's
13:15add different additional ones. I think
13:17there is a maximum of 15, if I remember
13:19correctly. Let's not get carried away
13:20either. At the end of the day, they are
13:23like hashtags on posts, include the
13:24ones you actually offer, okay? I say
13:27this because there are quite a few
13:28within Google, okay? I mean, you can
13:30only play with the ones Google has; you
13:32can't make any up, okay? You can use
13:35the ones Google has and that's it, so
13:37look for the ones that are most
13:38relevant to you and that's it. And the
13:40same with additional category, but the
13:42only thing, the most important thing is
13:44the primary category, okay? So, if you
13:47don't know what categories are
13:49available, here you will find in this
13:51list you can look for this URL, or if
13:53not, do a typical search, like "Google
13:55Maps category list." And here you have
13:58the whole list; I mean, there are 3,000
14:00and something, about 3,800 categories
14:01within Google Business Profile. I say
14:05this because sometimes it can be a bit
14:07hard to find the ones that best fit you
14:08, but hey, it just occurred to me that
14:10we could even make software with all
14:12these categories and have it recommend
14:14them to you. I mention this because, in
14:17case you didn't know, we have our own
14:19local SEO application where you add a
14:21business, that is, a Google My Business
14:23profile, and it performs a complete
14:25audit of the entire listing. And well,
14:27it also tells you where you are
14:29positioned in terms of geolocation,
14:30analyzes your reviews, and gives you a
14:32mix, telling you, "Hey, where can you
14:34improve?" It gives you a breakdown and
14:36so on. But anyway, I'll tell you more
14:38about it later. If not, you also have
14:40more information in the video
14:41description. But it just occurred to me
14:43that within this application we are
14:45developing, hey, let's include all the
14:47categories so that, in that way, it
14:49will recommend which categories are
14:50most relevant to your business, which
14:52ones you could add, and so on. The idea
14:55is to keep improving that application.
14:57It just came to mind, so I'll leave it
14:58noted down here. So, let's go ahead and
15:00add the different categories we have.
15:02I'm not going to touch anything; this
15:04is also important and I want you to
15:06know it. I don't mean that the less we
15:08change, the better, but that the
15:10changes we make within our Google
15:12profile should be very carefully
15:13considered because Google really
15:15dislikes it when you change the listing
15:17constantly, especially when it comes to
15:19categories, business name, and so on.
15:23So, things like hours and such, okay,
15:24but everything else is a no-go. So, be
15:27careful with this because if you have
15:29it set up well and can avoid touching
15:31it, that's better. Okay, we have the
15:33category issue done, where we have to
15:35insert the keywords we want, and then
15:37we move on to the description. Here, we
15:39simply have to insert a description of
15:41your business. It is important that you
15:43don't just put "we are a marketing
15:45agency, blah, blah, blah." Keep in mind
15:47that the user is also going to read
15:48this, okay? So, hey, we don't do
15:50marketing just to make your brand look
15:51pretty. We do it so you can make more
15:53revenue, for example. So, we have to
15:54use a direct message. Then, we should
15:57definitely include some keywords if we
15:59can within the description. Obviously,
16:01like, hey, SEO, Google Ads, Meta Ads,
16:03TikTok Ads, because what it will do
16:05here is create a cocktail of everything
16:07we have. If, for example, someone
16:09searches for "TikTok Ads agency," even
16:11if we don't have it in our name, or in
16:13our categories and such, the
16:14description might connect the dots and
16:16say, "Okay, TikTok Ads agency, where
16:17are they?""Hey, look, here's a Google
16:21listing where the description says
16:23TikTok Ads, that marketing agency, put
16:24me there, okay?" That's why I include
16:28different services we provide here, so
16:30that, well, it can be added, okay?
16:32Anyway, then a bit of background, like,
16:34we've been helping since 2013, we have
16:36over half a million followers, blah
16:38blah, and that's it, okay? And then a
16:40call to action. But hey, if you're
16:41looking for kilometer-long reports and
16:43pretty metrics, we aren't that agency.
16:44If you want to earn more, then let's
16:46talk, right? And a maximum of 750
16:47characters. And that's it, not much
16:49else to add here. Just that, include
16:51some keywords if you can and, above all
16:53, be natural. Think about the fact that
16:55users are going to read this, and now
16:57artificial intelligence interprets
16:58everything. So, let's not be robots
17:00just stuffing in the keywords we want
17:02to rank for, okay? Try to humanize it
17:03as much as possible, eh? Okay, opening
17:05hours, I don't have much else to add.
17:07Just enter the relevant opening hours
17:08and that's it. Contact phone number.
17:10This one is indeed important. You have
17:12to enter your contact phone number. If
17:14you have several, well, include a few
17:15more. Uh, why is this important?
17:18Because that way you verify with Google
17:20Business Profile what your contact
17:22number is, and that means it helps you
17:25gain authority for your business. So if
17:28you can include a phone number, I would
17:30include it. And hey, plus it's also
17:31that, hey, they can basically call you.
17:33I mean, if a business comes along and
17:35wants to hire your services, damn, they
17:36need the phone number to be able to
17:38call you. Okay, for me, this is a
17:40metric we analyze in 100%of cases when
17:42we manage a business's local SEO. How
17:44many people have called you from the
17:46listing? How many called now? And how
17:48many called, uh, later on? Right? I
17:50mean, when we start optimizing
17:51everything and so on. Okay, regarding
17:53the chat feature here, which I see
17:54wasn't approved, it's simply for text
17:56messages or WhatsApp. So here, well,
17:58hey, they didn't approve it for the
17:59reasons I mentioned, because they are
18:01quite picky. So we would have to see
18:03why, we would have to try to optimize
18:05it and so on. Here we can include
18:08WhatsApp, which would be the WhatsApp
18:10link to start the call, or text or SMS,
18:13okay? I mean, basic text message and
18:15that's it. I'm going to enter text
18:17message to see if they approve it that
18:19way. We have already changed it and
18:20let's see if they at least let us
18:22through SMS. Website, what have we said
18:23about the site being super important,
18:25right? So the website obviously has to
18:27be here and that's that, right?
18:29Important to include the https, okay? I
18:31mean, don't just enter the site like
18:32that, a plain domain and that's it.
18:34Enter the https, okay? Because it is
18:36the security protocol and that way
18:38Google will say this one has a secure
18:40site, blah blah blah. And that is why I
18:42say the site is important, I mean, we
18:43have to have a site that, you know,
18:45loads well, etcetera, etcetera,
18:46etcetera. I mean, everything we already
18:48know about SEO, which is enough for
18:49another complete training course.
18:51Anyway, we just simply add the website.
18:53Uh, social media, this one is also
18:54important, okay? Here we have to
18:56include social media. Why do I say it's
18:58important? Why? Because do you remember
19:01what we said in the previous session
19:03about the authority we have, right? I
19:05mean, the prominence of your business
19:08is about trust. How does Google know if
19:10your business is trustworthy? Through
19:12several factors, but one of them is
19:14social media. If your business has
19:16active social media with a certain
19:18number of followers, it means your
19:19business has a certain authority within
19:21the sector, so it will move you up in
19:23the rankings. Okay? Okay, here we have
19:26different channels for Palo Eco. It is
19:30true that our company networks are not
19:32very active, but they are the ones we
19:34have. I say this because we were in the
19:36position of wondering whether to
19:37include my personal networks, those of
19:39Pedro Seo, or include the agency's ones
19:41. If you are in the same spot, that is,
19:44you have a personal network of your own
19:46and then another one for the agency,
19:48which is what I recommend 100%
19:49strategically, use the company's. I
19:51would love to include my personal ones
19:53because I have, you know, more than
19:54half a million followers adding them
19:55all up, but they are not the company's.
19:57So, hey, if I put Pedrooseo here and
19:59you see it says "palos secos," you’d
20:00be like, "Hey, why are you putting this
20:02person's social media accounts here?"
20:03Or like, what if I put someone else's
20:04in here, right? So, hey, let’s add
20:06the social media accounts that actually
20:07belong there. Okay, right now, they
20:09only allow these seven. YouTube,
20:11Instagram, LinkedIn, Facebook,
20:12Pinterest, TikTok, and Twitter.
20:15Actually, we do have TikTok, so hey,
20:17I'm going to add that too, obviously;
20:18at least there's some movement from
20:20what I see, and it has 58 followers, so
20:22we're definitely going to add it. Why
20:24add it? Well, because of authority, and
20:27because it makes your profile look more
20:29complete, which Google quite likes,
20:31okay? And we don't have Twitter, Meta,
20:34or Pinterest, well, I think we have
20:35Facebook, but what's the point if we
20:37don't update it? We have nothing, so
20:39it's better not to include it, which is
20:40another point. Uh, I’d have doubts
20:43here about whether to include TikTok or
20:45not, because, how should I put it, if
20:46someone goes to your social media and
20:48sees you have no activity, meaning your
20:49profile is blank, they’ll say, "Ooh,
20:51this business, it's not valid, right?"
20:53Or whatever. So, Google looks at that
20:56too. Exactly. That’s why I say: "Hey,
20:58if I, for example...uh, Facebook...yes,
21:00yes, we have a Facebook page, but it
21:01hasn't been updated in years, nothing
21:03is posted." I’m not going to include
21:05it, mostly because of the effect,
21:06because it will create the opposite
21:07effect, okay? "So, let's only include
21:08the social media accounts where we are
21:10active. These are the ones we are going
21:12to work on, the ones where we are
21:13active, and those are the ones we will
21:14list. So that's it, we save it, and you
21:16can see it's in yellow. This means that
21:18, look, you've uploaded this, it's
21:20pending, it usually takes about 10
21:21minutes and so on. Okay, I mention it,
21:23but look: every change you make is like
21:25Google is going to see and re-examine
21:27your entire profile. So there are times
21:29when it's better not to touch almost
21:30anything and focus on other strategies;
21:32for example, getting reviews or things
21:34we'll teach you, but sometimes it's
21:35better to leave it alone, okay? Okay.
21:37Location, obviously, just enter the
21:39location where you are, it's not a big
21:41mystery, you simply enter, well that,
21:43the location and that's it. And then in
21:46service area, here is also a fairly
21:48common mistake. So, here what we are
21:50going to do is enter different areas
21:52within our zone. Don't enter, I mean,
21:55for example, if we offer service in
21:57Barcelona, in Madrid, etc., we won't be
21:59able to enter all the locations in the
22:01world in the service area. It makes no
22:03sense. Enter where you are operating.
22:06Really, even though we are a digital
22:08business, we have to enter the area
22:09where we are, okay? Let's not enter
22:11Madrid, Barcelona, Seville, okay? Also
22:13a very, very common mistake. More
22:15things, more things. Uh, well, the
22:17subject of hours, well here everyone
22:19should enter their hours. In fact, it
22:21says 9 to 7 for us. This is wrong. This
22:24is wrong. We we do from 10 to two. From
22:2710 to two and from two. See? Well, here
22:29, I mean, you're seeing it, right? I
22:30made another schedule from 2 to 6. Okay
22:32, this is our this is our schedule,
22:34okay? So, anyway, I'll change it
22:35quickly, okay? And then, hey, well it's
22:37closed Saturday, Sunday, okay? We save
22:39here too. And then something also
22:41important, you see now it's in yellow,
22:43it's updating. And something important,
22:45special. So, here for holidays, enter
22:48them. It's important that you enter
22:50this because many businesses don't
22:52update their holidays and you go, I
22:54don't know, on June 1st, which is a
22:55holiday and you'll say," Hey, what's
22:57going on here? Is it closed, right? No,
23:00take that, bad review, take that. That
23:02that is what we have to avoid at all
23:03costs, okay? So, the user experience
23:05there is brutal. Just imagine someone
23:07goes to your location because they
23:08think you're open and then you're
23:10closed, right? I mean, you made them go
23:11all the way there for nothing, right?
23:13Very possibly they'll leave you a bad
23:15review or even Google won't like it, it
23:17will lower your ranking and so on. So
23:20that, add the specials, I mean, mark
23:22the days you are closed because it's a
23:24holiday, important, okay? Then you can
23:26enter hours at a level, for example,
23:28this is very common in the restaurant
23:30industry, okay? If you offer delivery,
23:32if you have brunch hours, and so on,
23:33okay? All of this is very focused on
23:35the restaurant sector, but it is also
23:37important to mark it. For example, we
23:40work with a restaurant that does
23:41breakfast from such-and-such a time and
23:43then does brunch from such-and-such a
23:44time and has different menus depending
23:46on the time, okay? Well, it's important
23:48that you have that set up too, okay?
23:50Then here there are different options
23:52that Google also gives you, that is,
23:54for example, the business identifies as
23:56women-led, meaning it's entirely
23:57women-owned, yes? Or, regarding
24:00accessibility, hey, we offer parking
24:02for people in wheelchairs or whatever,
24:04right? Okay, let's add all of this, eh,
24:06if we have gender-neutral restrooms,
24:09well, we add all of that too. And okay,
24:12up to here we have everything that the
24:14Google Business Profile allows you to
24:16configure, okay? So, all of this would
24:19be the Google listing itself. Okay, I'm
24:22sure that with this you've gotten quite
24:24a bit or managed to glean some
24:25information that you surely weren't
24:27doing right within your business or
24:29things you possibly didn't know, but
24:31hey, like I said, I'm sure you have
24:33something to optimize and improve here.
24:35So, feel free to leave any doubts or
24:37questions in the comments and let's
24:39continue. We are going to talk to you
24:44about Google reviews. We are going to
24:47explain why they are important and how
24:49to create a system to capture reviews
24:51so your Google listing starts ranking
24:53in better positions, since in case you
24:54didn't know, it is arguably the number
24:56one factor, the prominence of local SEO
24:58. In other words, it is what will set
25:01you apart from all your competitors.
25:03Let's say that you yourself, or I
25:05myself, any person when searching on
25:07Google, almost the first thing they do
25:09is look at the number of reviews and
25:11the rating it has. 80 reviews at 4.6
25:14beat 12 five-star reviews. So, there
25:19are times when it's better to have more
25:20quantity and lower the score a bit than
25:22to have a low quantity and be perfect,
25:23right? And another point you have to
25:26keep in mind, satisfied customers
25:28aren't going to leave you a review.
25:30Dissatisfied customers are the ones who
25:32will leave you a review, so we have to
25:34work on those reviews. To me, it is the
25:36most important thing. And not just
25:38because of that; it's not an opinion,
25:40as Google uses them in its own
25:41algorithm as a signal of prominence.
25:43Before calling you, the client is going
25:45to read them. And I'm sure that many
25:47times when you go to search for
25:49something on Google, for example, if we
25:50search for avocado, quite a few
25:52businesses come up, it does come up a
25:53bit mixed, but the point is that it's
25:55citing a review here. So, you don't
25:58necessarily need to have this word
26:00within your listing or what we
26:02configured in the previous block, but
26:03if someone has used this word within
26:05the reviews, the Google listings that
26:07contain it will very likely be
26:09triggered. For example, it's clear here
26:11. Also, the menu says avocado and
26:13tomato slices. See? I don't know why it
26:15says that, but anyway. I ordered some
26:17avocado toast with orange juice. See?
26:19That's why I say reviews work very well
26:22, even for doing SEO. So, as we
26:24mentioned, the Google algorithm itself
26:26will take them into account, so it is
26:27very important to work on them well. As
26:30I mentioned before, the main factor for
26:31why they are important is that it is
26:33the most powerful prominence signal for
26:35Google's local algorithm. If we have
26:37reviews, we can work a lot on local SEO
26:40. Then the user reads them before
26:42calling, more than your own website,
26:44more than your photos, more than the
26:46content you have on the website, okay?
26:49So reviews are possibly more important
26:51than everything you have on your
26:53website. Important: quantity, rating,
26:55frequency. Frequency is also important,
26:58we'll talk about that later. And the
26:59responses, this is also super important
27:01, we will also comment on the responses
27:03later. Everything in the ranking works,
27:05and what I mentioned at the beginning,
27:0780 reviews with a 4.6 beats one with a
27:095.0. Quantity outweighs quality, so it
27:12is more important to have many reviews
27:14than a few of high quality. And what I
27:16also told you, satisfied customers
27:18don't write on their own, but
27:19dissatisfied ones do. Without a system,
27:22your profile will accumulate only the
27:24negative. And your system cannot be
27:26telling your neighbor or your friend to
27:28leave you a review and that's it,
27:29because that has its days numbered if
27:31you aren't someone with many friends.
27:33But anyway, we are going to create a
27:35system so that little by little you
27:36start receiving reviews automatically,
27:38okay? This is also super important
27:41because many Google listings end up
27:43being closed for using bad practices.
27:47So, you have to be clear that Google is
27:49going to analyze all of this very well.
27:51When someone leaves you a review, it
27:53will try to identify if that person has
27:55been in contact with you. It can do
27:57that through IP geolocation and other,
27:59well, a whole lot of technology they
28:01have. So, be careful about altering the
28:03algorithm and the world of reviews,
28:05okay? What you cannot do—I mean,
28:06Google detects these patterns and
28:08practices—is that they will cost you
28:10your listing and they will shut it down
28:11. And I’m telling you, it’s hard to
28:13get them to reopen it later, okay? The
28:14whole issue of buying reviews is
28:16detected by profile patterns, speed,
28:18geolocation, as I was saying. So, let's
28:21not buy Google reviews. You will see
28:23that there are many people who sell
28:25them. It is a very big, very good
28:27business, and I have to say that many
28:29businesses run on the issue of reviews.
28:31I mean, there are restaurants that buy
28:34reviews, but they don't just buy them
28:36in bulk; they buy them the right way. I
28:39have to tell you for now not to buy
28:40them. We will talk later about how to
28:42buy them, but well, know that if you
28:44buy a review on the market, if you are
28:45going to pay less than 30 € for the
28:47review, it possibly doesn't make sense
28:49to pay for it because it will be poorly
28:51done, okay? Next, asking for them in
28:53exchange for discounts or gifts, which
28:55is typical. This is done a lot, okay?
28:57It is a practice explicitly prohibited
28:59by Google's guidelines. The practical
29:01case that I am sure you have possibly
29:02seen, right? Leave me a review and
29:04I’ll buy you a beer. That cannot be
29:06done. Leave me a review and I’ll give
29:08you 10%off your order. That cannot be
29:10done. There are many businesses that do
29:12it, Pedro, yes, but if Google catches
29:14you, it closes your listing. So you
29:15already know that that cannot be done.
29:17You decide. I’m not going to hold a
29:19knife to your throat so you don't do it
29:21, but know that that cannot be done,
29:22okay? Asking in bulk from the same
29:25device or network, okay? Google also
29:26detects it and filters it out. For
29:28example, imagine, I don't know, I have
29:30a WhatsApp group with 100 members,
29:31right? Well, hey, I ask all those
29:33people for them automatically. I don't
29:36know, on Instagram itself, create an
29:37automation in ManyChat where I ask you
29:38to give me reviews and so on and so
29:40forth. You can't do that, okay? And
29:43even so, I'm telling you that some
29:44people do it, but I'm telling you what
29:46Google detects and what gets your
29:47profile shut down. Employees leaving
29:49reviews for their own business, a
29:51conflict of interest that violates
29:53policies. That’s not allowed either.
29:55Be careful, because a lot of people do
29:56it. I mean, I did it myself back in the
29:59day. I worked at a company and I said,
30:01"I'm working here, I'm super happy,
30:03blah blah." Google doesn't like that
30:04because, obviously, I'm skewing things
30:06a bit, right? If I’m a multinational
30:07company with 1,000 employees, imagine
30:09if those 1,000 people post a review
30:11saying they work there. What does that
30:13add to the user browsing Google Maps?
30:15It adds nothing, so it's not a good
30:17practice. Okay, and lastly, this is
30:20something that—look, Google's rules
30:21say it, which is why I'm telling you,
30:23but obviously we all do it here, okay?
30:25Asking for a review only from those you
30:27know will give you five stars. That is
30:28also prohibited because, well, because
30:30Google says so, right? I'm not making
30:32it up. It's something we do too, so no.
30:34This, this is very unlikely to get you
30:37caught. So, well, obviously you're not
30:39going to ask for a review from someone
30:40who is going to give you one star,
30:41right? What Google does want is for
30:43there to be a system, for people to
30:44leave them little by little and to tell
30:46a bit of the reality, right? All five
30:47stars just because, well, the cousin,
30:49the friend, and that's it, right? So,
30:50well, just know that doesn't work
30:52either. Important: if you go from three
30:54reviews to 47—or I say 47, but it
30:56could be 30 reviews in one week—
30:58Google's filter will suspend your
31:00profile. Consistency beats artificial
31:03spikes, okay? This is extremely
31:04important. So, if you are going to ask
31:06for reviews, which is something many
31:08people do, what people do is: "Today
31:09I'm going to ask for reviews," and
31:11suddenly I send it to my dad, my uncle,
31:13my brother, my friend, blah blah blah,
31:14because today I got the urge and I do
31:16it all at once like that. A huge
31:17mistake, and that's when they shut down
31:19your profile. Make a list of all your
31:22friends and family, and ask one of them
31:24every week or every three days, but
31:26make it a steady pattern so it doesn't
31:27look artificial, okay? If you know
31:30anything about link building or SEO, it
31:32works pretty similarly. Okay, so let's
31:34not ask for 20,000 reviews on the same
31:36day because that's bad and they'll
31:37catch you quickly, huh? Believe me.
31:39Okay, let's move on to getting your
31:41link and distributing it, because this
31:43is super important and it helps people
31:45leave you a review. If you tell someone
31:47to leave you a review, no one is going
31:48to go on Google, search for your
31:50business, write the review, and so on.
31:52You have to take them directly to the
31:53form in a single click. Let me explain
31:56how we can do it. Search for Google
31:58Business Profile, go in to manage it,
32:00and log in. Here you have all your
32:02Google listings. Go into the one you
32:04want to promote, that is, the one you
32:05want to ask for the review for. And
32:07then here you see this button: ask for
32:09a review. We click here and here you
32:11have the link to ask for reviews and
32:12the QR code. Okay? These two are what
32:15you need to save, meaning you save the
32:17link and you save the QR code. Save
32:19both in quick access, wherever you want
32:21, but keep both handy. I mean,
32:23something I do, for example, is, hey, I
32:24put this here and save it directly to
32:26my favorites. I save it in my favorites
32:28so that when I want it, I have it at
32:29hand, okay? And if not, I save it in
32:31ClickUp, which is where we manage all
32:32our projects. But anyway, it's super
32:34important that you have this at hand
32:35because you're going to need to use it
32:37soon. Next, where can you distribute
32:39them? In physical channels; that is, if
32:42you have a location or a physical store
32:43, you can leave a QR code on the
32:45counter for people to use. You can put
32:47a QR code on receipts or on business
32:50cards. You can put it on the packaging;
32:52this works very well, especially in
32:53e-commerce. Or you can also leave it at
32:55the front desk, as soon as they walk in
32:56, hey, leave us a review and so on. So,
32:58the more impressions you get for people
33:00to see it, the better. And then digital
33:02channels, which can also be brought
33:04into physical channels. Uh, everything
33:06related to WhatsApp or services. If you
33:08have someone's WhatsApp and you've
33:10provided the service, send them the QR
33:12directly, or well, sorry, the link so
33:14they can leave you a review, okay? In
33:17the thank you email, that is, when they
33:19complete a registration, or download a
33:20lead magnet. You can include the link
33:22there as well. Hey, if you liked the
33:24lead magnet you just downloaded, or the
33:26session or the live stream we did,
33:28leave me a review. Support chat, if you
33:30have a support chat too, hey, did
33:32everything go well, leave me a review.
33:33Email signature, this works very well
33:35because you always have it at the
33:36bottom. Leave me a review, leave me a
33:37review. Some client will eventually
33:39leave you one, okay? Then, well,
33:40Instagram stories, or you can spread it
33:42across all the networks you want. You
33:43could also place it there. The ones
33:46that work best, post-service WhatsApp,
33:47especially after they've received the
33:49service, you send them a WhatsApp with
33:50the link so they can leave you the
33:52review. It's important to do it right
33:54after providing a good service. If you
33:56wait a week, well, the client will
33:58forget things, okay? And the same with
34:00a thank you email, that also tends to
34:02work quite well. That is, you finish a
34:04training or give them a product, a lead
34:06magnet or something like that, and
34:07there you say, "Hey, if you liked this,
34:09leave us a review, okay?""It also
34:12usually works. And support chat if
34:13everything went well too. Careful with
34:15chat, because via chat it can be a
34:17little harder, okay? Something I also
34:19usually do is via phone call. So, there
34:21are times I call a client, we're
34:23talking for a good while, everything is
34:24great, everything is correct, and I say
34:26," Hey man, I could use a review, and
34:27so on, I'll send it to you by WhatsApp,
34:29okay? "" And then I send it to them by
34:31WhatsApp, but that way I anchor them,
34:32and since they've spoken to me on the
34:34phone, they have that commitment to say
34:35, 'Wow, I already said I would,' okay?
34:37"So it looks worse if they don't leave
34:39it." But well, you'll see that later
34:40people, well, sometimes they leave it
34:41for you. Sometimes they don't. As I was
34:43summarizing for you a bit, timing is
34:45everything. I mean, let's say the key
34:47is this: asking for it right after the
34:49peak of client satisfaction, okay?
34:50Neither before nor days later, because
34:52if we do it before, the customer will
34:54say, "Yeah, well, do the service first,
34:56right?" Otherwise it's a bit of a scam,
34:57right? And days later, well, the
34:59relationship has cooled, I no longer
35:00have a clear memory of what happened
35:02that day and so on. So, the peak of
35:04satisfaction is when you have to ask
35:05for the review. For example, a plumber,
35:07when the client sees that it works and
35:09is at home, I mean, in the house itself
35:11, okay? Clinic, hair salon, right after
35:13the treatment has been done, the
35:15haircut, or whatever it is. For
35:17restaurants, it's important at the
35:19moment of payment with the QR on the
35:21check. Many restaurants don't do this
35:23and they lose a lot of reviews. Just by
35:26placing the QR next to the ticket when
35:29we hand it to them. If they've had a
35:31good experience, they're going to leave
35:32you a review. Delighted. In e-commerce.
35:35There are two ways to do this here.
35:37Right when they receive the order, you
35:39leave the QR or a card there so they
35:41can do it. The problem with that, which
35:43is something people say, "Oh, I'll just
35:44put it in the packaging itself and
35:45that's it, right?" The problem with
35:47that is, imagine the product arrives at
35:49your home, you open it, take the
35:50product out, start trying it, and then
35:52leave whatever is inside, right? So, no
35:54, you're not going to see it, I mean,
35:55or you'll see it, but you'll say, "I'll
35:57do it later." I want to use the
35:58microphones I just bought, right? I
36:00don't want to leave you a QR now. I
36:01want to see if this works. It's not bad
36:03to leave it there, because often they
36:05go to the box and might leave it, but
36:07the key is by email, that is, when they
36:09receive the product, a day or two later
36:11, they get an email saying, "Hey, leave
36:13me a review, okay?""Because if we put
36:14it in the packaging, I'm telling you,
36:16sometimes they look at it and just
36:17leave it around and that's it." In B2B,
36:19we should wait until the project closes
36:21, okay? That is, at the end of the
36:23project, imagine we build a website, it
36:25takes several months. On the final call
36:28when we deliver the site, where we
36:30explain how everything works, in that
36:32same call you ask for the review and
36:34then, as soon as the call ends, you
36:36send the link directly, okay? Because
36:38that way we’ve finished,
36:39everything’s great, everyone’s
36:40happy, we send the review, pop, they
36:42leave it for you. If days pass, well,
36:43that’s bad, right? As we mentioned,
36:45the exact moment is at the emotional
36:47peak, when the client has just received
36:49the real value, okay? And too soon,
36:50well, the client hasn't processed the
36:52experience yet, they have nothing to
36:53tell. Don't do it because you shouldn't
36:55be that anxious, because sometimes this
36:56even works against you. I was once
36:59asked for a review too, and it’s like
37:00, wait, we haven't done anything yet,
37:01and you're already asking me for a
37:02review when you haven't done anything
37:03for me yet. So, a bit weird, but oh
37:05well. Okay. And here comes the key to
37:08why, because you’ll see that many
37:09times you ask for the review and
37:10clients tell you, "Yes, yes, yes, I’d
37:12love to, I'll write one for you," and
37:13then they don't. So, well, the message
37:16matters. I mean, it’s not the same as
37:18copy-pasting for everyone, right? As
37:20opposed to going one by one and saying
37:22something more personal, right? So, the
37:24key is in the personalization. Well,
37:26where it has the most conversion,
37:28meaning where people usually leave you
37:30a review the easiest, okay? It's on
37:31WhatsApp, without a doubt. I mean,
37:33WhatsApp is where it will convert best
37:35if you’re going to ask for reviews,
37:36okay? So, just something like this. Hi
37:38X, it was a pleasure helping you today.
37:40If you have a moment, it would help us
37:41a lot if you left a review on Google;
37:42it only takes a minute and helps us
37:43keep growing. Here is the direct link
37:45for you to leave it. Thanks. That works
37:47. This would be the easy, quick one. I
37:49sometimes even draft the review for
37:51them to copy and paste, because
37:52sometimes they click the link, but then
37:54they don't end up leaving the review
37:56because they don't know what to write.
37:59What I do is leave them the review
38:01partially written to make it even
38:02easier for them. In other words, the
38:04fewer calories you make the user burn
38:06when leaving a review, the more reviews
38:08you will receive. Regarding email, it
38:10also works, right? I mean, the subject
38:12line: how was your experience with us.
38:13Hello, thank you for trusting us. If
38:15you are satisfied, blah blah, it helps
38:16us keep growing right here, you put the
38:18link in and that’s it. Above all, the
38:20key is this: it won't take you more
38:21than a minute. Tell them, like, man, it
38:23only takes you 30 seconds and it really
38:25helps me out a ton. You know? It’s
38:27basically what they need to see to say,
38:29"Yeah, it's true, I can get it done in
38:30under a minute." Okay? And then in
38:32person—I mean, if we are in person,
38:34it's obviously the most effective way,
38:35because while WhatsApp has a higher
38:37conversion rate since you can send it
38:39to many people, if you are there in
38:40person and say, "Hey man, could you
38:42leave me a review? Let's just do it
38:44right now really quick." It is true
38:45that it puts them on the spot, but
38:47it’s also true that it sometimes
38:49works. And anyway, I’ve asked for
38:51some that way, and what I do is say, "
38:52Hey, look, I'll send you the link, you
38:54know?""I’ll send it to you on
38:55WhatsApp, you know?""And then you can
38:56leave it later, don't worry, there's no
38:58rush." But the key is to tell them in
39:00person because that way the commitment
39:02is much greater. It's like, "Man, you
39:03looked me in the eye, you said it, I
39:05asked you, you said yes, I sent it to
39:06you; you're going to leave it, you know
39:08?" If they don't leave it, well, it
39:09could happen, but that's not good, okay
39:11? And what’s important is to send it
39:12right at the moment you are talking to
39:14them, okay? The "later" will never
39:16happen. So if you ask for it, do it in
39:17the moment: "Hey, look, I've sent you
39:18the link, whenever you can, take a look
39:20, that's it." And when that person
39:21opens WhatsApp and sees the link you
39:22sent, they'll think, "Oh man, I told
39:24him, I looked him in the eye, I’m
39:25going to leave it." The key is kind of
39:27this, okay? Above all, personalization
39:29—what I was telling you—use the
39:31client's name, explain the "why," tell
39:32them why they should leave you a review
39:34. Meaning, "Hey, explain how the
39:36experience was, explain this, this, and
39:38this, or whatever," but above all,
39:40explain a bit why you want the review
39:42and then the click. I mean, obviously,
39:43include the link. As we've said, don't
39:45send them to Google Maps, because
39:46otherwise they'll say, "No, too much
39:48effort, I can't be bothered, I'm not
39:49doing it.""But if you serve it up on a
39:51silver platter, they'll very likely end
39:52up leaving one. The next step would be
39:54the system so that it doesn't depend on
39:55anyone. Let's say that if you start
39:58asking individually only when you
39:59remember, it won't work for you. So the
40:02mistake isn't in asking, the mistake is
40:04that asking depends on your memory or
40:06someone on the team feeling like it
40:08that day, right? So that's why I say
40:10that when you have that" I'm going to
40:12ask for reviews "mindset, it might work
40:14, but you'll very likely forget. So the
40:16key, for example, for a freelancer or
40:18an SME, is to put it in a closing
40:20checklist. That is, if you have your
40:22roadmap with your step-by-step, meaning
40:24the project ends today, a closing email
40:26is sent with the review link, right? Or
40:29via WhatsApp or wherever, but whenever
40:30a project ends, you ask for the review.
40:34Or if during the project process you
40:35detect a very high peak of happiness,
40:37you ask for the review, okay? For
40:40example, with websites, in the design
40:42phase, they come out super happy
40:43because they loved the design. That's
40:46when we ask for the review before
40:48development and before the project ends
40:49, because it's their emotional peak,
40:51saying," Wow, I really like this, we're
40:53going to succeed, and so on. "" That's
40:54when you ask, okay? Uh, a business with
40:56a team. The CRM triggers a reminder
40:58when closing a ticket or a sale, okay?
41:00The employee executes it, they don't
41:01decide it. Let's say that many times,
41:03for example, in e-commerce, it's easier
41:06too. If you have an e-commerce site and
41:07the user has bought from you, in two
41:09days an email is sent—or rather, once
41:10they receive the order, two days later
41:12an email is sent for them to leave a
41:13review, right? Okay, if it's a very
41:16high volume, I don't know, for example,
41:17we have a driving school, what we do
41:19there would be more automations;
41:21meaning, when they take a certain
41:22action, an email is sent notifying them
41:24: "Hey, leave us a review, leave us a
41:26review," and so on, without being pushy
41:27, obviously, but doing it in a somewhat
41:29automated way. At the end of the day,
41:32consistency will win over perfection. I
41:35mean, it's better to send a mediocre
41:36message that gets sent than a perfect
41:37one when someone remembers it days
41:39later and so on. Conversion rates are
41:41higher when done at the exact right
41:43moment. Okay, let's move on to another
41:46point that is super important and that
41:47many people don't do, which is
41:49responding to reviews, since saying the
41:50same thing every time is one of the
41:52most common mistakes, right? Thank you
41:54so much, thanks for coming, blah blah.
41:56Responses get indexed. We can include
41:59keywords in our responses. So, let's
42:02take advantage of that. I mean, the
42:03typical mistake is, "Hey, thanks for
42:05your review, we're glad you were
42:07satisfied." See you soon. It's generic,
42:09says nothing, and the customer notices
42:11it's just a copy-paste job. The key is:
42:13thanks, name, and mention a bit of what
42:16their experience was. Tell them, "Hey,
42:19I'm glad it worked for you because of
42:20this, this, and this." And you slip in
42:22the keyword, for example, plumbing in
42:25the city. Whatever it is, we're here
42:26for you. But above all, it's about
42:28inserting the keyword we want. We don't
42:30always have to repeat the same keyword,
42:31okay? I mean, use semantics, use other
42:34services, use other products, and be
42:36natural, okay? Don't be the crazy SEO
42:39guy just stuffing keywords in there
42:41everywhere. And this all works because
42:43here, for example, in this case, you
42:45put "weekend emergencies,""plumbing in
42:47Barcelona," for example, right? So, all
42:49those are keyword combinations that the
42:51algorithm will detect. That's why it's
42:54key to craft our responses well, even
42:56if they're positive, okay? I say this
42:58because with positive ones, that's
42:59where people—or those who manage
43:01reviews—just reply like that and
43:02leave it. With negative ones, we
43:04certainly justify everything and
43:05explain everything, everything,
43:07everything, right? But we have to do
43:08the same for the positive ones; it’s
43:10super important. And now, let’s get
43:11to the ones you don't like: the
43:12negative ones. I mean, obviously, get
43:14ready, because it's very easy for
43:16people on the internet to post negative
43:18reviews; you're at home, you get
43:20annoyed, you send it, and that's it,
43:22right? So, what you do with a negative
43:24review will be read by everyone. You're
43:27deciding how you define yourself;
43:29common mistakes people make include
43:31getting defensive or contradicting
43:33something verifiable, for example. Well
43:36, look, I don't know, I never remember,
43:38but look, there was a restaurant where
43:39I left a negative review because they
43:41served me a dish with a worm, another
43:42dirty dish, and they took forever to
43:44serve us. Well, it was one of the worst
43:46dining experiences I've ever had, and
43:47the good thing is I took photos and
43:49documented it, you know, saying, hey
43:51look, this, this, and this happened.
43:53And then they were, well, kind of
43:54accusing me of having altered the
43:55review and so on, and I said, well look
43:57, I have it documented, right? So,
43:59contradicting something that's verified
44:01just makes you look bad. Ignoring it,
44:03well, silence implies consent. So,
44:04silence is the worst response, so I
44:07think you always have to face the music
44:09. So for me, this is super important,
44:11offering compensation in public. In
44:14fact, that restaurant invited me back
44:15and offered me everything for free, but
44:16they didn't say it in the review,
44:18obviously, but you can't put that in a
44:19review, like, hey, I'll treat you to a
44:20meal if you come back or whatever. That
44:22looks really bad. Asking them to delete
44:24it publicly, that also looks horrible.
44:26And then, well, obviously insulting or
44:28challenging the customer, I mean,
44:30forget all of that, okay? I mean,
44:32unless you're that guy from the crepe
44:33shop at the roundabout who insults his
44:35customers, you can't afford to do this,
44:36okay? The correct structure in four
44:39steps, okay? With a negative review.
44:42First, acknowledge, without
44:43automatically admitting fault, but not
44:45by denying the customer's experience.
44:48So, first thing, hey, acknowledge the
44:49bad experience, it's no big deal. We'll
44:52have positive reviews to cover this
44:53later, but first acknowledge, then
44:55empathize, okay? If the customer is
44:58angry or has had a bad experience, they
44:59need to feel that you're listening and
45:01that you've empathized with them, okay?
45:03Instead of just trying to refute it.
45:04Then take it off Google, move the
45:06conversation to email, by phone, or out
45:08of the public space if you can; if you
45:10have the person's contact info somehow,
45:12try to reach out to them because then
45:14you can ask them to remove the review,
45:16okay? And then a professional closing.
45:18Because at the end of the day, when
45:20people read it, they're going to value
45:21your tone more than the customer who
45:23complained. Because the customer who
45:25complained will very likely complain in
45:27poor taste and say, "Look, this guy is
45:28rude. This guy isn't just writing me a
45:31review. He's being disrespectful to
45:32people and so on. If you review in a
45:34politically correct way, those who read
45:36it will say," The one who left this
45:38review is just a jerk, that's it. "You
45:40know? So, uh, you have a 4.6, a 4.7,
45:42and this jerk complained because it
45:44took them a long time to serve him, and
45:47he might be completely right, but since
45:49he was angry when he left the review,
45:51but you responded correctly, users will
45:53pay more attention to you; so you've
45:55won the game. Okay, any real case of
45:58how we should respond? Okay, typical
46:00reviews or three super frequent
46:02situations, right? Very expensive for
46:04what they do, I wouldn't return.
46:05Typical, right? I mean, I ate here,
46:06it's very expensive for the price. How
46:08about that, right? Hey, thanks for your
46:10opinion. We understand that price is an
46:11important factor and we regret that you
46:12didn't perceive the value of the
46:14service. If you want to tell us more
46:15about your experience, write to us at
46:16this email, it helps us improve. Period
46:18. That's it, polite, obedient, and done
46:20. The typical one complaining about the
46:22service. I mean, hey, they were late,
46:24it took them 20 minutes to serve me a
46:25beer, they didn't warn me, and on top
46:27of that, I don't know, they left the
46:28bathroom dirty. We regret the
46:30experience; delays without notice and
46:32leaving spaces in bad condition is not
46:33up to what we demand of our team. Write
46:35to us here with the date of the service
46:37and we'll check it personally. This is
46:39good because that way, if you say," Hey
46:41, write to us with the date of the
46:42service, "it means that these people,
46:44the one who left this review, maybe
46:45they are making it up, right? Or it's
46:47some competitor who is leaving it for
46:48you, right? Or the typical one, right?
46:49Terrible service, that's it, and they
46:51leave it at that, right? And they give
46:52you one star, right? So, you have to
46:53respond just the same, even if they
46:55only put two words and give you one
46:56star, right? We are sorry that your
46:57experience was not good. We would like
46:59to understand what happened because
47:00without this information, we don't know
47:02, right? All of them, hey, contact us
47:04by email or call us and we will try to
47:06help you or explain whatever, right? In
47:08order to improve our service, okay?
47:10Above all, the key here is to be polite
47:12, to be politically correct, and to
47:14show them that, hey, I'm opening the
47:15doors for you. If you want to talk to
47:18me, I will try to help you or try to
47:20find a solution. Okay? Next, the issue
47:22of fake reviews. Uh, it has happened to
47:25us; we've had attacks with many fake
47:27reviews all at once. So, Google doesn't
47:29remove reviews for being negative or
47:30unfair, only if they violate their
47:32policies. Okay? So, sometimes you just
47:34have to deal with them; it's a problem,
47:36but well, we have clients who have been
47:38attacked and we've had to clean up all
47:40those reviews. So, there are two points
47:42here. It depends on the situation
47:43you're in. First, we should respond
47:46calmly, but above all, say," Hey, we
47:47checked our records and didn't find any
47:49service associated with your name. ""
47:51If there's any confusion, we're happy
47:53to answer you. "This is something that
47:55serves the user; that is, if users are
47:56going to read that, they know that
47:58you've replied and that you're saying,"
48:00Hey, this guy is kind of making it up,
48:01"in quotes. The problem with this is
48:03that if you respond to the review, it's
48:05harder for Google to remove it. So what
48:07I recommend is that, from the start,
48:09don't respond to it and report it to
48:11Google directly instead. To report a
48:14review, it's very simple: you go to any
48:16business, go to reviews, and for
48:17example, here you click on the three
48:19dots and select" Report review, "okay?
48:23You click on" Report review, "explain a
48:24bit why you think this review isn't
48:26real, simply if there are, hey, swear
48:28words, if it's harmful, or whatever;
48:30above all, choose the category that
48:32really applies, don't just make it up.
48:35That is to say, if you get a bad review
48:37and you know you're right, if there's
48:39something harmful or swear words, if
48:40that's the case, then you're in luck
48:42because they can actually remove it,
48:44but if it's a well-written,
48:45well-justified review, you're stuck
48:47with it. So, don't report it because
48:49they aren't going to remove it. Try it
48:50if you want, but they most likely won't
48:52take it down. And then, you just tell
48:54Google that, hey, it's not a real
48:56experience, and Google can take between
48:573 and 15 days to remove it, okay? And
49:00like I told you, they don't always
49:01remove it. That's why I say: if you're
49:04someone with a lot of traffic on your
49:05listings and it takes 15 days,
49:07sometimes it pays to reply, mostly so
49:09that all users who see that review know
49:11to say:" Hey, we didn't do this, "
49:12they're making it up. Okay? I say this
49:15because sometimes it takes a long time
49:16and you're stuck with that review there
49:17for a while, okay? Then, if they don't
49:19remove it, what can we do? We can
49:21escalate it through the official Google
49:22Business support forum, okay? Document
49:24everything with screenshots, date,
49:25profile, user, and review pattern. If
49:27there's a competitor's pattern, it can
49:29be reported as unfair practice, okay?
49:30It's this one here, okay? Search for
49:32Google Business Profile community, the
49:34first link, this one here. And here
49:35you'll be able to see a bit, okay? You
49:38can describe your problem a bit and
49:40gradually see if someone else has the
49:42same issue, and if not, post a question
49:44here, okay? And here you can ask and
49:48try to get someone from Google to solve
49:50it for you. So anyway, if you post your
49:53question here, you'll be able to
49:54provide justification, okay? Summary of
49:56the problem. Explain it, how's that?
49:58Add a category, and here you can add
50:00images and so on, okay? So, provide as
50:02much justification as possible so
50:04people understand it. Then here, under"
50:06add more information, "you can also do
50:07that, okay? By adding more information,
50:09you can provide even more documentation
50:11to verify that the review is negative.
50:13That's in case they don't delete them,
50:15okay? Although I tell you, even if you
50:17have a negative review and it's real,
50:19the best defense is having 60 real
50:21reviews to dilute it, okay? So, what we
50:24do here is that; if you get a negative
50:26one, well, get to work on getting more
50:28positive ones and that's it, okay? The
50:30system beats the isolated attack, okay?
50:32Finally, to recap, create a system,
50:34okay? Don't rely on memory; use the key
50:37moment to ask for reviews. Let's
50:39remember the customer's emotional peak
50:41when they are at their moment of
50:42maximum satisfaction. Always reply to
50:45all reviews, okay? Let's include
50:47keywords in them, okay? Even if you are
50:49asking for a review yourself, you can
50:51say," Hey, include this keyword if
50:53there's good trust, "okay?" But above
50:55all, include keywords when responding
50:56to them, and handle negative ones with
50:58empathy, always trying to take the
50:59conversation off of Google. Consistency
51:02, that is the key and it is fundamental
51:04, okay? It’s about going little by
51:06little, step by step. It’s continuous
51:07work, and what we’ve been discussing
51:09a bit superficially, okay? Reviews
51:11shouldn’t be requested, they should
51:12be systematized, okay? So, try to
51:14create an automatic process for
51:16acquiring new reviews because that is
51:17what will work best for you. And okay,
51:20with the whole topic of reviews covered
51:22, let's move on to the next block.
51:29Right, you now know how local SEO works
51:31and the factors Google uses when
51:32ranking in its search engine. We have
51:36also optimized our entire profile with
51:38all the key ranking factors. And now we
51:41are going to take it to the next level.
51:43We are going to audit our Google
51:45profiles using artificial intelligence.
51:48You'll see that this is the bomb and
51:50changes the game radically. The tool is
51:52this one here, and what it basically
51:54does is analyze your business and up to
51:56three competitors. So, for example, we
51:58go to Google Maps and search for, say,
52:00Correos Badalona, we open any of them,
52:02for instance, we open this one here. If
52:04we click share, we copy this link right
52:06here. And if we go to this one here, we
52:08can now paste this link here. We could
52:11analyze it directly, but we could even
52:13add a competitor if we wanted to so
52:14that it does the comparison and says,
52:16hey, your business is this, but this
52:18competitor is doing it better because
52:19of this, this, and this, and it gives
52:21you a global comparison among them all,
52:22okay? Also important here, what this
52:25tool is going to do is it’s going to
52:27take your reviews. In this case, it has
52:30374, and what you would do here is read
52:32them one by one. Well, what this
52:35program is going to do is take all the
52:36reviews and, with artificial
52:38intelligence, analyze them and tell you
52:40what pattern is repeating. For example,
52:42this one says an hour and 20 minutes to
52:44pick up a package. Well, look, if it
52:46detects that several people mention
52:48wait times, it will tell you, "Hey,
52:49there are, I don't know, 50 reviews
52:51complaining about wait times. 20 people
52:53complaining that your steak was dry, uh
52:55, 10 people complaining that the blond
52:57waiter was rude, whatever it may be,
52:59right? So, we are going to detect
53:02patterns in our business that will help
53:03us optimize our profile or our business
53:05on a general level. So, anyway, here we
53:08can set the depth, meaning, hey, 10,
53:10100 reviews, 20, and so on. It is true
53:12that this has a cost. Obviously, this
53:14isn't free, simply because,
53:15operationally speaking, it has a cost,
53:17I mean. So, here it gives you a bit of
53:19the estimated cost it will have. If you
53:21put 1,000 reviews, well, hey, it's
53:22going to cost you more because they
53:23have to analyze all the reviews. I mean
53:25, we are going to have to make all the
53:27requests to Google Maps, then put it
53:29into another platform, into the Cloud,
53:31to analyze all the reviews and so on.
53:33That’s why the price goes up. So,
53:34let's do it with 100 reviews. And
53:36that's it, we click analyze and you can
53:38see here it starts extracting the 100
53:40reviews plus the Google Maps profiles
53:42in parallel. So, as you can see here,
53:44it will work little by little. So, hey,
53:46it takes a while, it's not easy; it has
53:47to, I mean, what it's doing now is
53:49accessing the profile, well, accessing
53:51the Google profile, analyzing
53:52everything, taking all the reviews,
53:54putting them into one, checking all the
53:56reviews, grouping the patterns, etc. So
53:58now we'll discuss it here, okay? We
54:00have it now. So, what it has done here
54:02is give you a score for the
54:03optimization your profile might have.
54:06Well, a 34/1. I understand it's because
54:08nobody works on this profile, but it
54:10gives you urgent actions. Complete the
54:12Google Business profile from scratch.
54:13Description, categories, hours,
54:15attributes, photos, blah, blah, blah.
54:16Respond to all negative reviews. It has
54:19over 40 one-star reviews pending a
54:21response. Activate system response for
54:23the phone and publish it correctly on
54:25Google My Business with updated hours.
54:27I guess it's because people here have
54:28already complained enough about
54:29everything. Then here in the audit for
54:31that location, it will tell you
54:32different factors, okay? You have
54:33everything here, but you can segment it
54:35by profile completeness, reviews,
54:37freshness activity, or relevance
54:38keywords. So, here you will see a bit
54:41of the impact it has, what you need to
54:43do to improve, etc. This is awesome,
54:45this is really cool. But if we go here
54:48to review analysis, it will give us a
54:50summary and sentiment, meaning it will
54:52group, as I said before, the recurring
54:54patterns detected. For example,
54:56delivery person marks as absent without
54:58visiting the address. What the,
55:00how do they do this? And there are 28
55:01mentions of this, which means they
55:03aren't making it up. They are actually
55:05doing it that way, right? Office phone,
55:07they don't answer. 18 people who
55:10answered. That's because we put in 100
55:11reviews. Imagine if we put in all the
55:13reviews at once, right? I mean, the 300
55:16and some they have, because here we've
55:18only analyzed 100 out of 374, okay?
55:21Excessive waiting queue, the one I
55:22mentioned, right? Look, it's cited here
55:24, even three here, but hey, there are
55:2616 complaining about this, right?
55:27Excessive queue for such things. Six
55:29stations, two, three active. Well, they
55:31complain a bit about that, right? Staff
55:32with mistreatment or negative attitude.
55:34Well, it also tells you the positive
55:36things, uh, friendly window staff and
55:38so on, so at least it tells you the
55:39good things too. Then here, negative
55:42reviews without response, well, hey,
55:43they should be answered and such, but I
55:45tell you that no other tool on the
55:47market does this, these are
55:48developments we've done internally at
55:49the agency. Also, SEO keywords will
55:53tell you a bit about the keywords we
55:55should be betting on, okay? Post office
55:57, Badalona post office, certified mail,
56:00Badalona parcel service, and it tells
56:02you a bit about the search volume it
56:04has, the cost per click, and the Google
56:07Maps position you are in. Okay. Other
56:10things the tool has that are really
56:12cool is the, well, here in businesses
56:14it would be, you know, adding
56:15businesses to track, see the history,
56:17and run scans whenever we want, but
56:19another very useful thing is the
56:21Geogrid. Here we are going to do the
56:23same thing. We enter the URL and for
56:25example, we put post office, grid size,
56:27and so on. Well, let's do it with
56:28another example. So, for example, if we
56:31search for driving schools in Barcelona
56:33and go into one of their profiles, we
56:35copy this link here and click search.
56:38So, in this location, meaning what it's
56:41going to do is focus right here, it's
56:42going to focus on this, on th, on this
56:44location here and we tell it:" Hey,
56:46from this location, for your Google
56:48listing, when someone searches for
56:50driving school Barcelona, the grid size
56:52will be 5x5, which would be the
56:54locations where we launch it, and the
56:56radius, a 3 km area. "When we launch
56:58the scan, what it's going to do, you
56:59see, it is now locating the business on
57:01Google Maps and it's going to launch,
57:03see? It already has it located and now
57:05it's going to launch 25 ranking queries
57:07, meaning it's going to launch 25
57:09queries for driving school Barcelona
57:11within the ranking in a 3 km radius. So
57:13it will say," Hey, well, 3 km radius.
57:15If I search for driving school in this
57:17area here, what position does my
57:19driving school come up in? "Okay? So
57:21it's going to detect it and create that
57:23table for you so you can analyze it and
57:25see, well, even all the keywords you
57:26want. I mean, we could have entered car
57:29license, motorcycle license here, and
57:30you will see if someone searches for,
57:32well, car license around here, what
57:33position our driving school is in. Okay
57:35, this is super important because this
57:37will also help us to later optimize our
57:39listing and know where we are really
57:42positioned within the map. This
57:43functionality is something other
57:45software has, but well, we made it
57:47ourselves with Vipe Coding with Cloud,
57:49which is something we are also going to
57:51teach within the community, how to
57:53develop these SEO software tools. And
57:55as you can see here, we already have
57:56the grid. Out of all these it says,"
57:57Hey, you are very well positioned
57:58around here. Obviously, our business is
58:00right here. In this area, we would be
58:02in position nine. So, you see, these
58:04driving schools would be around here
58:05and ours would be in position nine. If
58:07we move further toward the center, well
58:09, position 16, okay? So, the key here
58:11is to track all this and know, for
58:13example, around here our driving school
58:15wouldn't even show up, okay? And around
58:17here, even less, okay? So, depending on
58:19the location, it will show up more or
58:21less, but this helps us a lot to know
58:22what position our driving school is in.
58:25And well, our driving school or our
58:27business with the keyword we have
58:28entered. We could also expand the
58:30radius if we wanted to or the size of
58:32the grid, okay? And then a feature
58:34we’ve added that I really like is the
58:36comparison tool; basically, hey,
58:38we’re in position nine, so compare it
58:40with position two, okay? And I want to
58:42know why they are ahead of me. If we go
58:44to compare, well, it’s going to run
58:45this audit for you, see? It has placed
58:47your competitor and your business and
58:49will perform a comparison of your
58:51business with the competitor you’ve
58:53selected. Okay? Is this cool or what?
58:55I’m telling you, this really speeds
58:57up the process and, above all, gives us
59:00control over how our business is
59:02ranking on Google Maps. If you want to
59:04access this application, I’ll leave
59:06information in the description of this
59:08video. Any doubts or questions in the
59:10comments as well. And well, within
59:12local SEO there are many things we can
59:14do. We haven't even talked about all
59:18the SEO we can apply to our website,
59:20nor have we talked about reviews, which
59:22is a massive universe and something
59:24that also helps a lot with Google Maps
59:26ranking. Imagine if you help yourself
59:30get reviews and include the keyword you
59:31want to rank for in the review, right?
59:34Well, it’s one of the tricks we
59:36usually do, but anyway, we do explain
59:37all of this within our SEO community,
59:39and if you want more information,
59:40I’ll leave it in the description of
59:42this video. And like I said before,
59:44doubts or questions in the comments,
59:46and well. I hope you start improving
59:48your ranking on Google Maps, see you
59:50along the way to keep learning. A big
59:53hug. Bye. I didn't say to subscribe,
59:55man, or to leave a like and all that
59:57stuff. Well, that, subscribe and
59:59whatever. A hug.

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