Linda Buquet

Local Search Expert
Jun 28, 2012
Reaction score
More helpful sales marketing information for Local Search Consultants coming out of the
BIA/Kelsey Leading In Local event this week.

ReachLocal's CEO Sharon Rowlands gave a keynote about SMB Digital Marketing. She talked about how Transparency, education, and data are the three keys to selling local advertising, improving retention and reducing client turnover.

<a href="">Reach Local?s Rowlands: Talk Like a Human, Not a Marketing Exec</a>

The first step in fixing this is to identify the problem:

? Bad sales experiences: Setting up the wrong customer expectations and bad alignment between sales and fulfillment.

? Selling the wrong product: Bad alignment between core competency and what?s being sold (bad attempts at bundling)

? Poor customer service: Talking down to SMBs, or overusing advertising jargon

What do you think???
<meta property="og:type" content="article"><meta property="og:title" content=""><meta property="og:description" content="">
<meta property="og:image" content="">

Linda Buquet

Local Search Expert
Jun 28, 2012
Reaction score
Re: Lessons for Local Search Consultants coming out of "Leading In Local" Event

Related... also see another Leading in Local post:

<a href="">Google Recounts GMB Mistakes and 5 Lessons Google Learned About Selling to SMBs</a>
Feb 5, 2013
Reaction score
Re: Lessons for Local Search Consultants coming out of "Leading In Local" Event

Thanks for sharing, Linda.

I think my lack of the SEO world 3 years ago really helps me when it comes to speaking to potential clients like, Sharon mentions, a Human and not a Marketing Exec.

Hopefully someone can offer advice on how I can address a situation when a person of higher authority fails to speak to clients like a Human. Often times overwhelming them with information about Google Algorithm's, ranking factors, schema, etc. Unfortunately, even going as far as insulting the current website and/or developer and not to mention taking any chance to talk about their accomplishments and failing to take the time to really listen to the client.

Hoping someone can relate or maybe I can just send Mike Bowlands post out to our staff as a subtle hint :eek:

Tim Colling

Local Search Expert
LocalU Member
Sep 3, 2014
Reaction score
Re: Lessons for Local Search Consultants coming out of "Leading In Local" Event

...even going as far as insulting the current website ...

When I talk with a new prospective client, it's almost always a nurse or a social worker elder care business owner who had someone build them a website a few years ago and pronounced it to be "done" and "beautiful".

I tell those business owners that I feel like I'm telling a new mother that her baby is ugly, when I'm doing a review of their website with them.:(


Sep 27, 2012
Reaction score
Re: Lessons for Local Search Consultants coming out of "Leading In Local" Event

I don't think there is anything wrong with telling a business owner that there site is not desirable. Of course, there is an easy way to say this negatively and a better way to approach the subject.

People unfortunately, fall in love with a design. That makes your job as a conversion specialist difficult because they see your criticism as an attack on their baby. I often tell people you need to step outside of the box when looking at your site. Remove yourself and your personal attachment from the equation and be true to yourself and ask, do I understand what the sites wants me to do? Is it easy to find what I'm looking for? It is clear what this site is about? If the answer is no to any of these, constructive criticism and recommendations are necessary. It always helps if you have some data to support your recommendations.

You have seconds to convert a visitor to a buyer. If the message is unclear or the design is lacking, it must be addressed. If your goal is to increase conversions, you must find a nice way to be the barer of bad news.

Nobody should talk down to a business owner or anyone who is less knowledgeable than you are. Unfortunately, ego's run rampant in the SEO industry. You have to find a peaceful way to knock those people off of their pedestals and remind them that they were once inferior.
Similar threads
Thread starter Title Forum Replies Date
Linda Buquet Local SEO Ranking Puzzle + Important Lesson! Local Search 8
Linda Buquet 50 Local SEO Lessons Phil Learned from 50 Local SEO Clients Local Search 1
Jim Froling Great Link Building Lessons by Base Academy Recycle Bin 0
Linda Buquet Important Lessons Learned: If you HAD to Start Over WHAT would you do Differently? Consultant's Corner 15
James Watt Mini Knowledge Graph History Lesson Google My Business & Google Maps 2
Linda Buquet Lessons from the Roller Coaster Ride of Running a Search Agency Consultant's Corner 0
Linda Buquet Google Recounts GMB Mistakes and 5 Lessons Google Learned About Selling to SMBs Consultant's Corner 1
M Google Local Services Ads - Lack of Leads Paid Search and Local Service Ads 9
rustybrick Google Local ranking update? Google Algorithm Discussions 6
Matt Chauhan Serious Problem With A Dentist's Local Rankings. NAP, Categories, Dashboard Data 1
S Local Services Ads - Fake Reviews Local Reviews 1
chrism Local Competitor Keyword Stuffing/Similar Words In GMB Spam on Google 2
buzzrank Home inspector business category not available in Canada, but local competitors have NAP, Categories, Dashboard Data 2
djbaxter New Local SEO tool from BrightLocal: Local Search Grid Local SEO Tools & Software 7
Stef Kiley Temp closed business ranking higher in local pack Help & Support for Google Local 2
F Turkish post: Google My Business local seo Recycle Bin 0
accessted Local Falcon GMB Question Service Area Businesses 2
F Google My Business local seo Google Local 101 3
S What makes a great Home/Landing Page in Local? Local Search 6
E What is the Click Through Rate / Conversion Rate for GMB or Local 3 Pack listings? Google My Business & Google Maps 3
J New local pack display? Google Algorithm Discussions 2
N Dedicated local search Local Search 12
djbaxter Webinar The State of Local Search 2021 [Webinar + Q&A] Events 0
Imperialpest Page Speed and Local / Ranking Question Ask a LocalU Expert [PRIVATE] (LocalU) 5
djbaxter Online Conference Pubcon Local Services Marketing Conference, January 20-21, 2021 Events 3
L Local Service Ad for Attorney Paid Search and Local Service Ads 1
Professor M No Reviews on Local Packs for Car Wash Category in Different Countries Google My Business & Google Maps 1
SpectateSwamp How about discussing local search... Like the Spectate one; everything a 50+ years of programming Geezer wants Break Room: Chat and Off Topic 3
B Google Beacons helping Local visability? Local Search 1
JoyHawkins Are Local Services Ads Stealing Clicks from Google My Business? A Case Study of 110 Listings Paid Search and Local Service Ads 0
M Decreased traffic to Google maps due to local service ads Paid Search and Local Service Ads 1
Eoghan_MFeed Looking for a SaaS but more importantly Local Search experienced product managers 🔍 Local SEO Job Board 0
Professor M Google Maps and Google My Business Big Changes - Google Maps Local News Feed Google My Business & Google Maps 26
Shelly "On the menu: [item]" visual label in local pack Help & Support for Google Local 3
Brian Barwig Unconventional Approaches to Local Link Building Local Search 0
Marty Twelves Local links: are they really that much better? Local Search 1
Y Whenever I publish update for my local business, my local rankings drop for 3-4 days Local Search 1
H Recorded Sessions from Local U Local Search 1
jeff_taylor GMB Removes Reviews from Local Pack Local Search 0
Scott ClientClicks Call Tracking for Local Service Ads Paid Search and Local Service Ads 4
jpayne7 Google Favoring Rich Snippets for Job Postings over Local Business Listings? Google Local 101 4
NexstarNickR Google Local Service Ads: Price Increases due to Bidding Rollout Paid Search and Local Service Ads 3
K New local business using stock photos for portfolio Local Content 5
Kayla Adam Canadian Local SEO Agency Needed Local Search 3
shively Microsoft Clarity (Local SEO heatmap tool) Local Search 2
Brian Barwig How to Win at Local Search with Service Area Businesses Service Area Businesses 3
Charles Jenkins SCHEMA For local business with address hidden? Local Search 1
N Local services Ad Approach for Businesses with Multiple locations on one GMB Account Paid Search and Local Service Ads 4
NickB-Tampa URL is updated in Google My Business but doesn't show up correctly in maps or on Bright Local Local Search 2
N Cost of Local Service Ads (LSA) Paid Search and Local Service Ads 15

Similar threads

Login / Register

Already a member?   LOG IN
Not a member yet?   REGISTER

Most UpVoted Answers

LocalU Podcasts

  Promoted Posts

New advertising option: A review of your product or service posted by a Sterling Sky employee. This will also be shared on the Sterling Sky & LSF Twitter accounts, our Facebook group, LinkedIn, and both newsletters. More...
Google Product Exert

Top Bottom