Darren Shaw Profile picture
Feb 14, 2023 12 tweets 6 min read Read on X
GBP Justifications. What are they? Why are they important? How do you get them?

The incredible @clairecarlile spoke about Justifications at the @whitespark 2021 Local Search Summit, where she shared a ton of useful knowledge. Here's what you need to know 🧵

#localseo #seo Image
What is a Justification?

A local Justification is an extra snippet of text that Google displays on Google Business Profiles in the Local Pack, Local Finder and Google Maps.

It signals to the searcher that a feature of the business SPECIFICALLY matches their search.
Why should you care?

Justifications help businesses:
✅ stand out
✅ get clicks
✅ get CONVERSIONS 🔥

In her 2021 article for @Moz, @Miriam_Ellis_ wrote that 57% of results in Local Packs have Justifications.

Here are the main types of Justifications and how to get them. Image
1. "Their website mentions" Justifications.

For these Justifications, Google pulls text from your website that matches the keywords a searcher is looking for.

To get this type of Justification, you must have relevant, indexable, well-structured content on your website. Image
2. GBP Posts Justifications.

Google pulls text from your Posts and bolds words that match the user's search terms.

So, use relevant language in your Posts!

💡 Pro tip: Justifications are only pulled from Posts that are up to 60 days old. Post often to keep your Justifications. Image
3. "Provides" Justifications.

This type of Justification comes from your Profile's Services section and has an eye-catching blue checkmark.

They're easy to get! Just make sure your Services section is filled out with all the details about the services you offer. Image
4. Review Justifications.

These are pulled in from your reviews. Duh.

💡 Tip: give your clients a prompt when requesting feedback (Eg: "please mention the service we provided"). This increases the likelihood that they will include keywords in their reviews. Image
5. "Menu highlight/On the menu" Justifications.

Restaurants! Make sure the Menu section of your Profile is filled out.

💡 Tip: Google also pulls info from client-uploaded pictures, so ask your customers to attach a pic of their meal when leaving a review. Image
6. "Sold here" Justifications.

These Justifications seem to be pulled from your website inventory. Ensure your products are marked up with schema.

They may also be driven by the "Know this place?" questions. Image
7. "In stock" Justifications.

You can only get these Justifications if you have the "See what’s in store" feature on your GBP, which is powered by @pointy.

💡 "See what's in store" is awesome. If your business sells products, you definitely want to look into this. Image
Claire says that getting and keeping your Justifications isn't a one-time job.

You need to regularly monitor for changes, experiment with your Profile and find what works.

Check out @clairecarlile's website for more expert advice on local SEO.
Which types of Justifications have you managed to get?

Do you have any tips that I missed?

Please reply and let me know! ⬇️

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More from @DarrenShaw_

Jan 23
Google's Video Verification is THE WORST 🤢

Well, did you know you might be able to skip it?

Here are my theories on how you may be able to sidestep the dreaded Video Verification process 🧵

#localseo #seo
To increase the chances that you'll get email verification or even the rare and magical instant verification, try the following before verifying:
1️⃣ Ensure you are verifying the Profile with a trusted Google account.

Trusted Google account = an account that has a history of ongoing activity:

🔸 Gmail
🔸 YouTube
🔸 Google Pay
🔸 Google Docs
🔸 Etc

IE, there are enough signals to show it's an account of a REAL person.
Read 9 tweets
Nov 15, 2023
I was recently asked how to make an awesome multi-location landing page.

Here's my answer, and my take on how to make great location pages that RANK 🧵
If your business has multiple locations, you need a dedicated location page for every one of them.

The goal of these pages for a multi-location business is to differentiate them from the other location pages on your site AND the location pages of your competition.
There are 2 BIG mistakes people make with location pages:

1. Not enough content.

It's often just a basic page with an address, phone number, map, & contact form.

2. Duplicate content.

You have the same paragraph of text on every location page & just change the city name 🤦‍♂️
Read 22 tweets
Aug 21, 2023
Removing negative reviews is difficult, but you can make the most of them by responding properly. Here's how:

1️⃣ Empathize with the customer.

2️⃣ Thank the customer for their feedback.

3️⃣ Take the convo offline & offer a solution.

Let's take a closer look 🧵

#seo #localseo Image
1️⃣ Take a moment to say sorry.

It is important to empathize and let your customers know that you genuinely care about their experiences.

Remember, you're not only writing this response for the person that left the review, but also for potential customers reading your reviews. Image
2️⃣ Thank your customers.

Don’t forget to sincerely thank your customers for taking the time to write a review. This is a great way to establish a sense of trust and rapport with them. Image
Read 6 tweets
Jun 21, 2023
The master of link building @joncooperatx just dropped a clinic on how to get awesome local links 👀

Here are the main takeaways from his article 🧵

#localseo #seo #linkbuilding #links
1. Find out who's dominating your industry in the big cities.

Businesses that rank well organically in big cities are great to study because they have a LOT of competition.

Therefore, they have good links for you to analyze and learn from.
2. Get their link data from Ahrefs (or similar software) and export it into a spreadsheet.

Jon has some great guidance on how to format this sheet in his post (see the last tweet in this thread).
Read 13 tweets
May 25, 2023
The call data in your GBP Performance section is wrong.

Google only records calls when people tap the call button on mobile. Desktop calls aren't captured.

Solve this problem by using a call tracking number on your GBP.

Here's what you need to know 🧵

#localseo #seo Image
A call tracking number is a unique phone number that you can use on your GBP (or on any marketing campaigns).

It lets you see various metrics:
🔸 source (GBP, Ads, website, etc.)
🔸 caller's location
🔸 time of the call
🔸 duration of the call
Depending on your industry, calls may be the primary form of lead generation for your business.

As Google is trying to keep users on search result pages, tracking calls from your GBP is super valuable.

There's plenty of call-tracking software. We use @CallRail at @whitespark.
Read 8 tweets
May 18, 2023
Everyone knows that title tags are important for SEO, but I still see so many people doing them wrong.

Here are my tips for crafting the perfect title tag for local SEO 🧵

One of them is particularly controversial 🧐

#localseo #seo
Just in case you're not sure, title tags are the blue, clickable links that appear in the search results.

They are not the same as your headings. They are defined in the HTML source code of your website.

Most website platforms allow you to edit them for SEO. Image
If you put your mouse over your browser's tab, the title tag will show up.

It breaks my heart when I see a title tag that just says "Home" because for small businesses, the home page is the most important page to optimize. Image
Read 13 tweets

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