Millie

Everyone, um, we are so excited to talk with you about mastering local search in your area. It’s something that’s very important to your business and your brand, so we’re happy to offer some guidance about tapping into that Google Business Profile and local search.

We’re going to go ahead and kick things off with an icebreaker and get you guys involved a little bit. We want you to drop into the chat on that right-hand side:

• How did you hear about the webinar?
• Or tell us the last local business that you discovered or visited because you found them online.

So either one — how did you hear about the webinar, or what’s the last local business you discovered online?

Pat

Well, I have a weird story about finding a business online. It was more about helping my wife, who works in catering. She had a customer with a very last-minute oddball request to have these cake sickle things at their event.

That’s not something her company keeps on hand, so she was desperate to find somewhere to get cake sickle molds. Amazon couldn’t get them there in time.

So I dove onto Google Maps, found a baking supply shop close to our house, and thanks to the many photos they had online, I was able to see their walls of mold options.

Even just looking online, I was like, “Okay, I didn’t know this is what I was going to be doing with my night, but we found some cake molds.”

You never know what you’re going to be able to find on the internet.

Millie

No, it’s so highly specific too.

Apparently we did a good job of letting people know we were hosting a webinar. I love it.

A favorite coffee shop — that’s one of my go-to Google searches as well. “Show me the nearest coffee shop.”

All right, let’s go ahead and dive into our next slide.

During the webinar, you’ll be able to access a handout with resources in the chat area. You should see an area at the top labeled “Handouts.”

You can access the resources there, but we’re also going to send a recording of the webinar along with the handout after the video processes, so don’t feel like you have to download that now.

Pat

Anyone who has not met me before or seen me on prior webinars, my name is Pat. I’m the Marketing Director here at Kicksite.

Millie

And for those of you who might not know me, I’m Millie. I’ve been at Kicksite for about two years now.

I started out in software onboarding, and I helped head up the retention effort last year for our websites. Now I’m working primarily with our website customers to make sure they’re getting everything they need out of their websites.

We’ll also have Luke behind the scenes with us to answer any questions you guys have on the fly, so feel free to drop those questions into the chat as they pop into your head.

We’ll also have a dedicated Q&A session toward the end of the webinar for any unanswered questions.

Pat

Okay, let’s do it.

Local search is a key piece of the puzzle for your business and your online visibility. It gives you opportunities to connect with nearby customers who are ready to buy.

Simply put, users trust organic search results more than paid ads. If your business is prominently displayed for local searches, that can make a significant impact on your bottom line.

By the end of this session, you’ll understand:

• The ways customers find you
• How local search impacts your business
• Strategies to boost your local visibility

We want to make sure you have the tools so new students can:

1. Find your gym
2. Get the essential information they need about your business

We’re going to kick things off with a poll.

How confident are you that your gym shows up first — or even very high on the list — when potential customers search online for martial arts schools, jiu-jitsu schools, taekwondo schools, or whatever applies to your business?

The answers are rolling in.

It’s a pretty mixed bag so far. “Somewhat confident” is charging ahead in the lead.

We like a little bit of confidence, but hopefully by the end of today we can get that confidence even higher.

While you guys are answering that poll and thinking about where you show up in search results, we need to talk about the customer journey and how customers find businesses in the first place.

For those of you who’ve been around for a little bit, you probably recognize that this has changed a ton over the past few years.

Not that long ago, it was simple:

• Someone performs a Google search
• They get a list of websites
• They review those websites
• They make a decision

Now it’s way more complicated.

Google search results aren’t just a list of websites anymore. You search for something and you’re hit with:

• AI overviews
• Sponsored ads
• Maps listings
• Organic search results

It’s no longer a linear journey.

And we can’t forget about AI search as part of this. Customers are coupling AI searches with what they’re doing on Google to verify or double-check what they’re seeing.

However, there are a few important things to keep in mind:

• Google still accounts for over 90% of online search market share
• “Near me” searches have increased dramatically over the past few years

Although customer behavior has changed, local search on Google is still huge.

Millie

Before we dive into the nitty-gritty of local search, we want to talk about what local search is and the different ways you can show up in search results.

There are three primary sections of a search results page where your business can appear:

• Paid ads
• Organic search results
• The map pack

Local search visibility is simply how easily your business shows up when people nearby search online for what you’re offering.

Paid Ads

Paid ads are targeted campaigns that allow you to pay for promotional content to appear at the top of search results.

You’ll notice the little “Sponsored” tag above them.

In our industry, schools often promote things like:

• Free trials
• Summer camps
• Intro offers

The beauty of paid ads is that they’re immediately visible to people.

But the key thing to remember is this:

Once you stop paying for the ads, the visibility stops too.

Organic Search

Organic search results are normal website listings that appear because they’re the best match for what a person is searching for.

Unlike paid ads, these spots are earned — not bought.

How do you earn them?

Through search engine optimization over time.

When you properly optimize, it builds trust.

I like to compare this to growing a garden.

Organic search is like planting seeds and watering them over time until you grow a healthy plant.

Paid ads are like buying tomatoes from the store. Once you use them up, you have to go buy more.

Organic search is a much more stable option that continues producing results over time.

AI Overviews

The AI overview is a more recent development in the search landscape.

It often appears above organic results and sometimes even above ads.

The AI overview attempts to answer the user’s question directly by pulling information from multiple sources.

Think of it as Google reading the internet for you and instantly giving you a summary.

From the research we’ve seen so far, the fundamentals of showing up in AI overviews still align with strong SEO best practices:

• Create relevant, high-quality content
• Maintain consistent business information online

The Map Pack

The map pack displays relevant businesses related to the user’s search.

Even if someone doesn’t type “near me,” Google still automatically shows nearby results.

Usually you’ll see:

• A map
• The top three businesses related to the search

Users can click into these listings to see:

• Photos
• Website links
• Contact information
• Reviews
• Popular times

This section takes up a lot of real estate on a search results page, making it difficult to ignore.

Now let’s talk a little bit about directories.

An online directory is a platform that houses local business information, and your business info exists across dozens of these.

These directories feed search engines like:

• Google
• Bing
• Apple Maps
• Safari

I like to think of directories as individual phone books.

Search engines consult those “phone books” and prioritize business information based on the data they receive.

Essentially, these directories create the foundation of your local visibility.

The Big Six Directories

There are six primary directories I’d consider non-negotiable for your business:

1. Apple Maps
2. Google Business Profile
3. Yelp
4. Facebook Business
5. Bing Places for Business
6. Yellow Pages

These all play a role in your visibility online.

Pat

These directories are part of a behind-the-scenes ecosystem.

Most people don’t realize just how much the data in these directories influences how your business appears on Google and Google Maps.

One of the biggest pieces of this is your NAP information:

• Name
• Address
• Phone number

Having this information consistent across all directories is a major positive signal to Google.

It tells Google that your business:

• Is legitimate
• Is relevant
• Is located near the person searching

Consistency matters more than people realize.

If your address is written differently across platforms — even something as small as:

• “Suite”
• “Ste.”
• “#”

— Google can treat that as inconsistent information.

If you’ve:

• Changed business names
• Moved locations
• Changed phone numbers

…you need to clean up outdated listings.

That consistency can have a major impact on your rankings.

Let’s take another poll.

How often do you update your Google Business Profile?

Be honest.

Millie

No judgment here.

Monthly is coming out ahead.

No weeklies — which honestly makes sense because weekly updates are a lot.

Now we’re going to shift gears and talk specifically about your Google Business Profile.

Your Google Business Profile is one of the first impressions you make on a customer.

It’s like a digital storefront.

Customers are 2.7 times more likely to trust a business if they come across a complete local listing or business profile on Search and Maps.

If I had to choose only one directory listing for you to optimize, it would absolutely be your Google Business Profile.

Accurate Information

Your:

• Business name
• Address
• Phone number

…should exactly match what’s listed on your website.

This matters for:

1. SEO
2. Customer trust

Also make sure your business hours are accurate.

One of the worst experiences for a customer is showing up because Google says you’re open — only to discover you’re actually closed.

Categories

Choose the most relevant categories for your business.

There’s keyword potential here that you don’t want to miss.

Photos and Videos

This section is your opportunity to showcase what you do best.

Be intentional with the photos you upload.

When I look up restaurants, I absolutely check:

• The food photos
• The atmosphere
• The reviews

People considering your gym are making a much bigger investment than a single dinner, so they’re going to do their research.

We recommend:

• Photos of classes in action
• Walkthrough videos
• Facility tours
• Images showing the atmosphere and amenities

Posts and Updates

Google Business Profiles also include posts and updates.

There are three types:

• Updates
• Offers
• Events

Think of them like social media posts for your business.

Updating your profile once a week is ideal, but any consistent cadence is beneficial.

These updates signal that:

• You’re engaged
• Your business is active
• Customers can interact with you quickly

Best practices:

• Keep posts around 80–100 words
• Use a strong image
• Include a clear call to action

Great content ideas include:

• Events
• Special offers
• Competition results
• School announcements

One common issue I see is businesses forgetting to update holiday hours.

Another is simply letting the profile sit untouched for long periods of time.

A monthly check-in can make a huge difference.

Reviews and Reputation Management

97% of consumers read reviews when looking for a local business.

41% say they read reviews every single time.

Reviews influence both:

• Customer decision-making
• Local visibility

Google evaluates:

• Total review count
• Frequency of reviews
• Recency of reviews

Profiles with steady, ongoing reviews maintain stronger visibility in the map pack.

Around 10 reviews can create a noticeable SEO boost, but 47% of consumers say they won’t use a business with fewer than 20 reviews.

When it comes to reviews, focus on:

• Quantity
• Quality
• Responses

The best reviews mention:

• Specific services
• Your location
• Student outcomes

And always respond to reviews — both positive and negative.

Responding consistently signals professionalism and customer care.

How to Get More Reviews

Here are a few low-effort ways to generate reviews:

1. QR Codes

Generate a QR code directly from your Google Business Profile and place it at the front desk.

Customers can scan it and instantly leave a review.

2. Automated Messaging

If you’re a Kicksite customer, you can create automated email or SMS flows asking students for reviews.

Link directly to your Google Business Profile and ask for specific feedback.

3. Train Your Staff

People are much more likely to leave a review if they’re asked in person.

Give your staff a simple script they can personalize.

Something like:

“Thank you so much for coming in. If you have a minute, we’d really appreciate a quick review about your experience.”

Then hand them the QR code.

You can even create goals or contests for staff to encourage participation.

Responding to Reviews

81% of customers expect businesses to respond to reviews within a week.

People don’t just read the reviews — they read your responses too.

Best practices:

• Start with gratitude
• Reinforce positive comments
• Personalize the response
• Avoid generic copy-paste replies

Negative reviews are inevitable, but your response is an opportunity to demonstrate professionalism and customer care.

Your response directly impacts how potential customers perceive your business.

And don’t forget — great reviews can also be featured on your website.

Pat

All great callouts there.

One thing I’ll mention is that the handout includes guidance on responding to negative reviews specifically.

We’ve talked a lot about directories and Google Business Profiles, but we haven’t talked much about websites yet.

All of these things work together.

A business with only a website — but no Google Business Profile or directory presence — has limited opportunities.

And a business with only directory listings but no website is also limited.

The best opportunity comes when these things work together.

Website Optimization for Local Search

Some important things you can do on your website include:

• Keeping NAP information consistent
• Using localized keywords
• Creating location-specific pages
• Embedding Google Maps

Examples of localized keywords might include:

• “Kids martial arts in Omaha”
• “Martial arts near downtown Kansas City”

Think about:

• Nearby landmarks
• Neighborhoods
• Well-known businesses or venues

If you have multiple locations, create unique pages for each location.

Those pages should also connect to their corresponding Google Business Profiles.

User Experience Matters

Google also evaluates:

• Mobile friendliness
• Website speed
• User engagement

If users stay on your website, browse around, and interact with your content, Google sees that as a positive signal.

Action Items

Short-Term

• Clean up inconsistent NAP information
• Remove outdated listings
• Optimize your Google Business Profile
• Review your website for local keywords

Long-Term

• Build a repeatable review generation process
• Respond to reviews consistently
• Review your Google Business Profile monthly
• Start posting updates regularly

You don’t need to reinvent the wheel.

If you’re already posting on social media, reuse that content on your Google Business Profile.

Millie

Let’s talk about some common missed areas.

Forgotten Listings

Even well-built listings degrade over time.

You might:

• Move locations
• Change phone numbers
• Update branding

62% of consumers will avoid a business if they find incorrect information online.

Duplicate Listings

Neglected listings often lead to duplicates.

Duplicate profiles can:

• Split reviews
• Confuse customers
• Dilute SEO authority

Third-party data aggregators are often responsible for these inaccuracies.

Ignoring Reviews

If you ignore reviews, you’re doing yourself a disservice.

Your Google Business Profile is your digital storefront.

You want your voice to be present there.

Relying Only on Ads

Ads definitely have a place, but they don’t provide long-term value on their own.

Organic visibility creates lasting momentum.

Kicksite’s Local Search Visibility Service

This is actually something Kicksite can help with.

We recently launched a new service called Local Search Visibility.

We can help simplify this entire process.

We have access to a platform that allows us to distribute your business information across dozens of directories from one centralized system.

We also:

• Suppress incorrect listings
• Monitor listing health
• Help resolve photo approval issues
• Maintain consistency across platforms

This service helps business owners:

• Improve visibility
• Reach more potential students
• Spend less time managing listings

We’ve been testing this service for about a year now.

One customer, Casey Weightlifting, experienced:

• A 42% increase in Google Business Profile views
• A 30% increase in website interactions

Another customer, Ralph Gracie Georgetown, experienced:

• An 88% increase in profile views
• A 44% increase in website interactions

The data really speaks for itself.

Pat

We’ve been fielding questions throughout the webinar, but there’s one I want to reiterate.

If you look at one of these directories and your business isn’t listed there, should you add it?

Absolutely yes.

And if your business is listed but marked as “unclaimed,” claim it.

Otherwise, random users can suggest edits and changes, which can lead to inconsistent information across platforms.

That’s how these issues spiral out of control.

Being able to take ownership of your listings is incredibly important.

Millie

Thank you everyone so much.

We’re always here to answer questions.

You’ll receive an email afterward with:

• The webinar recording
• The handout
• Additional information about Kicksite’s Local Search Visibility service

We appreciate you all joining us today. It was a lot of information, but we’re here to help however we can.

Thank you so much.