What ARE local 'justifications'? Where can I see them? What do they do? Do I want them for my business? TLDNR Yes! In this quick-fire guide Claire will answer these questions and talk you through how you can identify opportunities to score a justification that’ll help you stand out from your competitors and earn those clicks.

1. @clairecarlile #wlss
Claire’s quick guide to
justifications in GMB

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“Huh, WT-UTM-F?”
Justifi-WHAT??

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“Search justifications help searchers
better connect results with their query.”
https://www.patientpop.com/blog/marketing/local-search-marketing/local-search-justifications/

4. @clairecarlile #wlss
“A local justification is an extra snippet of text Google can
display on business listings in the local packs, local finders,
and Google Maps to signal to searchers that a feature of
the business specifically matches their perceived intent.”
https://moz.com/blog/influence-local-justifications
https://twitter.com/miriam_ellis_

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*NOT NEW* Bolding components of the
search query...

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*NEW* Featured snippet bolding for
‘answers’...

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What do local justifications
in Google My Business
look like?

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“Their website mentions”
justifications
“Welsh woollen
blankets”

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GMB Posts
justifications
“Common law
divorce attorney”

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“Provides”
justifications
“Adventure breaks
wales”

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“Review”
justifications
“Coasteering”

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“Menu highlight”
/ “On the menu”
justifications
“Tapas cardiff”

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“Sold here”
justifications
“Blankets near
me”

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“In stock”
justifications
“Airpods Cardiff”

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Why is this important?
AKA ‘SO what?’

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“1,175 of the 2,063 local packs
featured justifications (that’s
57% — wow!)”
https://moz.com/blog/influence-local-justifications

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How do local justifications
influence CTR?

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Local justifications positively
influence CTR*(*probably)
https://www.searchpilot.com/resources/case-studies/
seo-split-test-lessons-adding-price-review-schema-product-pages/

19. @clairecarlile #wlss
“We’re aiming to be the business that stands
out in a dense field of options. If any aspect of
our listing signals to a customer that our business
is the one that can best fulfill their intent, it’s
such a win. ”
https://moz.com/blog/influence-local-justifications

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I’m sold.
How do I get ‘em?

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1.Monitor the SERPs for your
important keywords
(across devices)

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Use your
eyes...
Automate
the process...

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Mobile Moxie https://mobilemoxie.com/

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2.Use GSC to see
search queries
that your GMB listing
is appearing in

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https://twitter.com/lilyraynyc/status/1437866498064896007

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You’ve UTM tagged up all
of your GMB URLS, right?
https://www.clairecarlilemarketing.com/resources/
claires-complete-guide-to-utm-tagging-for-gmb/

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https://www.jcchouinard.com/regex-in-google-search-console/

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3. Use
GMB
Insights

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4. Go beyond
the core terms
https://academy.brightlocal.com
/course/
how-to-master-local-keyword-research

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Attributes
GMB Attributes
“kid friendly
camping near
Cardiff”

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Attributes
Know this place?
“Restaurant with
wheelchair
accessible parking
near me”

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Attributes
Review attributes
“Affordable place
to eat near me ”

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5.Grab your list of
keyphrases

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Map these out against the
justifications you can
most easily influence

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YES
Can I influence this?
HOW? ● Have relevant, indexable,
well-structured and useful
content on your website
“Their website
mentions”
justifications

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YES
Can I influence this?
HOW? ● Use relevant language in
your GMB posts
● Populated from posts up to
60 days old (source)
GMB Posts
justifications

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YES
Can I influence this?
HOW? ● Include semantically
relevant content in your
‘services’ section in GMB
“Provides”
justifications

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YES(ish)
Can I influence this?
HOW? ● Use an ‘enhanced ask’ to
encourage use of relevant
queries in customer reviews
“Review”
justifications

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YES(ish)
Can I influence this?
HOW? ● In the Menu section on
your GMB
“Menu highlight” /
“On the menu”
justifications
NO(ish) WHY? ● Also draws from UGC
photos in ‘menu highlights’

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NO(ish)
Can I influence this?
HOW? ● “Know this place?”
via a prompt in
Google maps app
“Sold here”
justifications

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YES
Can I influence this?
HOW? ● Activated “See What’s In Store”
(SWIS) function, which is powered by
Pointy from Google.
NO WHY? ● If your business type and goods
aren’t a match for Pointy
https://support.google.com/pointy/answer/100
56363
“In stock”
justifications

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6.Keep your eyes peeled and iterate
monitor
rinse
repeat
And finally...

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Thanks for
listening!