INSTRUCTOR-LED TRAINING SCRIPT - COURSE 3, MODULE 3: LOCAL SEO AT SCALE Managing NAP across dozens or hundreds of locations requires systems.
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.
Inventory all locations 2.
Document current NAP for each 3.
Audit 30-50 major citation sources 4.
Identify inconsistencies 5.
Prioritize corrections 6.
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.
FOR EACH LOCATION (15 min each): 1.
GBP completeness (use checklist, page 12) 2.
NAP comparison: website vs GBP vs 3 directories 3.
Most recent review and response 4.
Photo quality and quantity 5.
Category accuracy ANALYSIS (10 min): • What patterns across locations?
• Most common issue?
• Which location is 'best practice'?
• Effort to fix issues?
ACTION PLANNING (5 min): • Assign ownership for fixes • Set timeline • Establish ongoing monitoring Excellent work!
You've now audited real locations.
Tomorrow we continue with schema implementation.