Thread by @DarrenShaw_

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

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.

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.

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.

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.

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.

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.

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.

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.

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! ⬇️