Posted by MiriamEllis
There are times when your digital marketing agency will find itself serving a local business with a need for which Google has made no apparent provisions. Unavailable categories for unusual businesses come instantly to mind, but scenarios can be more complex than this.
Client workflows can bog down as you worry over what to do, fearful of making a wrong move that could get a client’s listing suspended or adversely affect its rankings or traffic. If your agency has many employees, an entry-level SEO could be silently stuck on an issue, or even doing the wrong thing because they don’t know how or where to ask the right questions.
The best solution I know of consists of a combination of:
- Client contracts that are radically honest about the nature of Google
- Client management that sets correct expectations about the nature of Google
- A documented process for seeking clarity when unusual client scenarios arise
- Agency openness to experimentation, failure, and on-going learning
- Regular monitoring for new Google developments and changes
- A bit of grit
Let’s put the fear of often-murky, sometimes-unwieldy Google on the back burner for a few minutes and create a proactive process your team can use when hitting what feels like procedural dead end on the highways and byways of local search.
The apartment office conundrum
As a real-world example of a GMB dead end, a few months ago, I was asked a question about on-site offices for apartment complexes. The details:
- Google doesn’t permit the creation of listings for rental properties but does allow such properties to be listed if they have an on-site office, as many apartment complexes do.
- Google’s clearest category for this model is “apartment complex”, but the brand in question was told by Google (at the time) that if they chose that category, they couldn’t display their hours of operation.
- This led the brand I was advising to wonder if they should use “apartment rental agency” as their category because it does display hours. They didn’t want to inconvenience the public by having them arrive at a closed office after hours, but at the same time, they didn’t want to misrepresent their category.
Now that’s a conundrum!
When I was asked to provide some guidance to this brand, I went through my own process of trying to get at the heart of the matter. In this post, I’m going to document this process for your agency as fully as I can to ensure that everyone on your team has a clear workflow when puzzling local SEO scenarios arise.
I hope you’ll share this article with everyone remotely involved in marketing your clients, and that it will prevent costly missteps, save time, move work forward, and support success.
Step 1: Radical honesty sets the stage right
Whether you’re writing a client contract, holding a client onboarding meeting, or having an internal brand discussion about local search marketing, setting correct expectations is the best defense against future disappointments and disputes. Company leadership must task itself with letting all parties know:
- Google has a near-monopoly on search. As such, they can do almost anything they feel will profit them. This means that they can alter SERPs, change guidelines, roll out penalties and filters, monetize whatever they like, and fail to provide adequate support to the public that makes up and interacts with the medium of their product. There is no guarantee any SEO can offer about rankings, traffic, or conversions. Things can change overnight. That’s just how it is.
- While Google’s monopoly enables them to be whimsical, brands and agencies do not have the same leeway if they wish to avoid negative outcomes. There are known practices which Google has confirmed as contrary to their vision of search (buying links, building listings for non-existent locations, etc.). Client and agency agree not to knowingly violate Google’s guidelines. These guidelines include:
- The Guidelines for Representing Your Business on Google
- Google’s Webmaster Guidelines
- Google’s Content Guidelines
- Google’s Quality Guidelines
- Google’s Search Quality Evaluator Guidelines
Don’t accept work under any other conditions than that all parties understand Google’s power, unpredictability, and documented guidelines. Don’t work with clients, agencies, software providers, or others that violate guidelines. These basic rules set the stage for both client and agency success.
Step 2: Confirm that the problem really exists
When a business believes it is encountering an unusual local search marketing problem, the first task of the agency staffer is to vet the issue. The truth is, clients sometimes perceive problems that don’t really exist. In my case of the apartment complex, I took the following steps.
- I confirmed the problem. I observed the lacking display of hours of operation on GMB listings using the “apartment complex” category.
- I called half-a-dozen nearby apartment complex offices and asked if they were open either by appointment only, or 24/7. None of them were. At least in my corner of the world, apartment complex offices have set, daily business hours, just like retail, opening in the AM and closing in the PM each day.
- I did a number of Google searches for “apartment rental agency” and all of the results Google brought up were for companies that manage rentals city-wide — not rentals of units within a single complex.
So, I was now convinced that the business was right: they were encountering a real dead end. If they categorized themselves as an “apartment complex”, their missing hours could inconvenience customers. If they chose the “apartment rental agency” designation to get hours to display, they could end up fielding needless calls from people looking for city-wide rental listings. The category would also fail to be strictly accurate.
As an agency worker, be sure you’ve taken common-sense steps to confirm that a client’s problem is, indeed, real before you move on to next steps.
Step 3: Search for a similar scenario
As a considerate agency SEO, avoid wasting the time of project leads, managers, or company leadership by first seeing if the Internet holds a ready answer to your puzzle. Even if a problem seems unusual, there’s a good chance that somebody else has already encountered it, and may even have documented it. Before you declare a challenge to be a total dead-end, search the following resources in the following order:
- Do a direct search in Google with the most explicit language you can (e.g. “GMB listing showing wrong photo”, “GMB description for wrong business”, “GMB owner responses not showing”). Click on anything that looks like it might contain an answer, look at the date on the entry, and see what you can learn. Document what you see.
- Go to the Google My Business Help Community forum and search with a variety of phrases for your issue. Again, note the dates of responses for the currency of advice. Be aware that not all contributors are experts. Looks for thread responses from people labeled Gold Product Expert; these members have earned special recognition for the amount and quality of what they contribute to the forum. Some of these experts are widely-recognized, world-class local SEOs. Document what you learn, even if means noting down “No solution found”.
- Often, a peculiar local search issue may be the result of a Google change, update, or bug. Check the MozCast to see if the SERPs are undergoing turbulent weather and Sterling Sky’s Timeline of Local SEO Changes. If the dates of a surfaced issue correspond with something appearing on these platforms, you may have found your answer. Document what you learn.
- Check trusted blogs to see if industry experts have written about your issue. The nice thing about blogs is that, if they accept comments, you can often get a direct response from the author if something they’ve penned needs further clarification. For a big list of resources, see: Follow the Local SEO Leaders: A Guide to Our Industry’s Best Publications. Document what you learn.
If none of these tactics yields a solution, move on to the next step.
Step 4: Speak up for support
If you’ve not yet arrived at an answer, it’s time to reach out. Take these steps, in this order:
1) Each agency has a different hierarchy. Now is the time to reach out to the appropriate expert at your business, whether that’s your manager or a senior-level local search expert. Clearly explain the issue and share your documentation of what you’ve learned/failed to learn. See if they can provide an answer.
2) If leadership doesn’t know how to solve the issue, request permission to take it directly to Google in private. You have a variety of options for doing so, including:
In the case of the apartment complex, I chose to reach out via Twitter. Responses can take a couple of days, but I wasn’t in a hurry. They replied:
As I had suspected, Google was treating apartment complexes like hotels. Not very satisfactory since the business models are quite different, but at least it was an answer I could document. I’d hit something of a dead-end, but it was interesting to consider Google’s advice about using the description field to list hours of operation. Not a great solution, but at least I would have something to offer the client, right from the horse’s mouth.
In your case, be advised that not all Google reps have the same level of product training. Hopefully, you will receive some direct guidance on the issue if you describe it well and can document Google’s response and act on it. If not, keep moving.
3) If Google doesn’t respond, responds inexpertly, or doesn’t solve your problem, go back to your senior-level person. Explain what happened and request advice on how to proceed.
4) If the senior staffer still isn’t certain, request permission to publicly discuss the issue (and the client). Head to supportive fora. If you’re a Moz Pro customer, feel free to post your scenario in the Moz Q&A forum. If you’re not yet a customer, head to the Local Search Forum, which is free. Share a summary of the challenge, your failure to find a solution, and ask the community what they would do, given that you appear to be at a dead end. Document the advice you receive, and evaluate it based on the expertise of respondents.
Step 5: Make a strategic decision
At this point in your workflow, you’ve now:
- Confirmed the issue
- Searched for documented solutions
- Looked to leadership for support
- Looked to Google for support
- Looked to the local SEO industry for support
I’m hoping you’ve arrived at a strategy for your client’s scenario by now, but if not, you have 3 things left to do.
- Take your entire documentation back to your team/company leader. Ask them to work with you on an approved response to the client.
- Take that response to the client, with a full explanation of any limitations you encountered and a description of what actions your agency wants to take. Book time for a thorough discussion. If what you are doing is experimental, be totally transparent about this with the client.
- If the client agrees to the strategy, enact it.
In the case of the apartment complex, there were several options I could have brought to the client. One thing I did recommend is that they do an internal assessment of how great the risk really was of the public being inconvenienced by absent hours.
How many people did they estimate would stop by after 5 PM in a given month and find the office closed? Would that be 1 person a month? 20 people? Did the convenience of these people outweigh risks of incorrectly categorizing the complex as an “apartment rental agency”? How many erroneous phone calls or walk-ins might that lead to? How big of a pain would that be?
Determining these things would help the client decide whether to just go with Google’s advice of keeping the accurate category and using the description to publish hours, or, to take some risks by miscategorizing the business. I was in favor of the former, but be sure your client has input in the final decision.
And that brings us to the final step — one your agency must be sure you don’t overlook.
Step 6: Monitor from here on out
In many instances, you’ll find a solution that should be all set to go, with no future worries. But, where you run into dead-end scenarios like the apartment complex case and are having to cobble together a workaround to move forward, do these two things:
- Monitor outcomes of your implementation over the coming months. Traffic drops, ranking drops, or other sudden changes require a re-evaluation of the strategy you selected. *This is why it is so critical to document everything and to be transparent with the client about Google’s unpredictability and the limitations of local SEOs.
- Monitor Google for changes. Today’s dead end could be tomorrow’s open road.
This second point is particularly applicable to the apartment complex I was advising. About a month after I’d first looked at their issue, Google made a major change. All of a sudden, they began showing hours for the “apartment complex” category!
If I’d stopped paying attention to the issue, I’d never have noticed this game-changing alteration. When I did see hours appearing on these listings, I confirmed the development with apartment marketing expert Diogo Ordacowski:
Moral: be sure you are continuing to keep tabs on any particularly aggravating dead ends in case solutions emerge in future. It’s a happy day when you can tell a client their worries are over. What a great proof of the engagement level of your agency’s staff!
When it comes to Google, grit matters
“What if I do something wrong?”
It’s totally okay if that question occurs to you sometimes when marketing local businesses. There’s a lot on the line — it’s true! The livelihoods of your clients are a sacred trust. The credibility that your agency is building matters.
But, fear not. Unless you flagrantly break guidelines, a dose of grit can take you far when dealing with a product like Google My Business which is, itself, an experiment. Sometimes, you just have to make a decision about how to move forward. If you make a mistake, chances are good you can correct it. When a dead end with no clear egress forces you to test out solutions, you’re just doing your job.
So, be transparent and communicative, be methodical and thorough in your research, and be a bit bold. Remember, your clients don’t just count on you to churn out rote work. In Google’s increasingly walled garden, the agency which can see over the wall tops when necessity calls are bringing extra value.
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