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

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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.

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Inventory all locations 2.

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Document current NAP for each 3.

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Audit 30-50 major citation sources 4.

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Identify inconsistencies 5.

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Prioritize corrections 6.

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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.

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FOR EACH LOCATION (15 min each): 1.

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GBP completeness (use checklist, page 12)
2.

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NAP comparison: website vs GBP vs 3
directories 3.

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Most recent review and response 4.

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Photo quality and quantity 5.

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Category accuracy ANALYSIS (10 min): •
What patterns across locations?

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• Most common issue?

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• Which location is 'best practice'?

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• Effort to fix issues?

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ACTION PLANNING (5 min): • Assign
ownership for fixes • Set timeline • Establish ongoing monitoring Excellent work!

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You've now audited real locations.

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Tomorrow we continue with schema
implementation.