1
00:00:00,000 --> 00:00:13,089
INSTRUCTOR-LED TRAINING SCRIPT - COURSE 3,
MODULE 3: LOCAL SEO AT SCALE Managing NAP across dozens or hundreds of locations requires systems.

2
00:00:13,089 --> 00:00:41,452
ESTABLISHING YOUR NAP STANDARD: Create a
master document defining: • Official business name format • Address format (Street vs St., Suite vs Ste.) • Phone format • Any variations per location type NAP AUDIT PROCESS: 1.

3
00:00:41,452 --> 00:00:45,719
Inventory all locations 2.

4
00:00:45,719 --> 00:00:49,432
Document current NAP for each 3.

5
00:00:49,432 --> 00:00:55,001
Audit 30-50 major citation sources 4.

6
00:00:55,001 --> 00:00:58,991
Identify inconsistencies 5.

7
00:00:58,991 --> 00:01:02,469
Prioritize corrections 6.

8
00:01:02,469 --> 00:01:29,957
Implement systematically TOOLS FOR SCALE:
• Yext • BrightLocal • Moz Local • Semrush Listing Management Enterprise GBP management features: ORGANIZATION STRUCTURE: • Single organization account for all locations • Location groups by region/brand/type • User roles: Owner, Manager, Site Manager BULK FEATURES: • Bulk upload via spreadsheet • Bulk attribute editing • Bulk posting • API access for automation REVIEW MANAGEMENT AT SCALE: • Response templates • Escalation process • SLA for response times • Monitoring alerts We're going to audit 3 of your actual locations right now.

9
00:01:29,957 --> 00:01:34,822
FOR EACH LOCATION (15 min each): 1.

10
00:01:34,822 --> 00:01:40,711
GBP completeness (use checklist, page 12)
2.

11
00:01:40,711 --> 00:01:48,455
NAP comparison: website vs GBP vs 3
directories 3.

12
00:01:48,455 --> 00:01:51,976
Most recent review and response 4.

13
00:01:51,976 --> 00:01:55,550
Photo quality and quantity 5.

14
00:01:55,550 --> 00:02:01,396
Category accuracy ANALYSIS (10 min): •
What patterns across locations?

15
00:02:01,396 --> 00:02:03,338
• Most common issue?

16
00:02:03,338 --> 00:02:06,720
• Which location is 'best practice'?

17
00:02:06,720 --> 00:02:09,174
• Effort to fix issues?

18
00:02:09,174 --> 00:02:20,033
ACTION PLANNING (5 min): • Assign
ownership for fixes • Set timeline • Establish ongoing monitoring Excellent work!

19
00:02:20,033 --> 00:02:22,765
You've now audited real locations.

20
00:02:22,765 --> 00:02:26,659
Tomorrow we continue with schema
implementation.