Name: Local SEO, Google Business Profile & Apple Business Connect Training
Price: 1665

Local SEO, Google Business Profile & Apple Business Connect Training

Learn how to rock your online visibility in a post-COVID world. COVID has changed consumer behaviour at a fundamental level, and all purchases now start with localised searches on Google. This course will give an end-to-end overview of local search for marketers of all abilities, and attendees will leave with all of the skills necessary to implement pioneering local strategies for clients or within their own companies. Your ticket to this training will also give you access to the full brightonSEO and Hero Conf conferences on September 23-24, including a free bag of merch.

Matthew Swan

Solutions Consultant at Uberall

Courses: 01

Matthew is a seasoned local SEO strategist and Google Business Profile specialist, currently working as a Solutions Consultant at Uberall. In his role, he helps multi-location brands optimize their digital presence, mastering the intricacies of managing listings, reviews, and local search performance. A recognized authority in Google Business optimization, Matthew holds the esteemed designation of Google Product Expert for Google Business Profile. He’s frequently featured in community support forums, where his guidance on troubleshooting listings—ranging from adding clarity regarding guidelines to reinstatement queries—helps businesses maintain accurate and visible local listings. Matthew's work extends far beyond Google’s platform. He’s a strong advocate for the power of comprehensive citation management, educating marketers on how consistency across directories strengthens trust signals for local rankings. In a recent Uberall video, he emphasized: “Google uses extended directories to validate businesses and their information for their own GBP listings.” With a wealth of hands-on experience in optimizing business profiles, resolving local search challenges, and advising on best practices, Matthew brings practical, results-driven insights into local SEO. His sessions offer real-world strategies for improving visibility, increasing customer engagement, and mastering the nuances of local search in today’s competitive markets.

Why choose this course?

This workshop will outline the business case for local search and walk through the best practice technical implementation for ranking in Google’s local results and optimize visibility in Apple Maps.

The session will also cover the ongoing marketing processes that are so vital to the long-term success of local search marketing.

Who should attend this course?

This course is suitable for people at all levels in house, agency and solo freelancers.

Course content

The case for local search & a very brief history

Local search has grown up fast over the past few years. Understand how it’s grown, and the potential of owning your area and reaching customers in their own backyard.

How to verify Google Business Profile listings & implement best practices

Google Business Profile has added many new features that can be used to directly drive more conversions AND increase your rankings. You’ll learn how to make sure you’re getting the most from all of them.

How to activate Apple Business Connect and make the best of Showcases, Actions, and business updates

Apple Business Connect has proven to be a location marketing game changer. In this session, you’ll learn how to claim and activate your listings, and how to use Apple’s unique features—like Showcases, custom Actions, and timely business updates—to stand out on Apple Maps and across Siri, Wallet and more. We’ll cover best practices to ensure your presence drives customer engagement, builds trust, and boosts conversions.

Review acquisition

Reviews are one of the most important aspects of local search. You’ll learn which review sites to focus on and how to get a steady stream of positive reviews.

Local website optimisation

You’ll be walked through the most effective local optimisation tactics for your websites.

The future of local

Look into the crystal ball and understand where Local Marketing is heading and how you can stay one step ahead.

Course Outline:

Session 1: The Evolution of Search — AI Everywhere

Intro to local search: Quick history + importance of Google & Apple

AI's impact on local discovery: Google SGE, Apple Siri, predictive search

How people search today: Real-world journeys on Maps, voice, mobile

Session 2: Mastering Google Business Profile

Claiming & managing GBP listings

Optimization best practices: Categories, posts, reviews, services, Q&A, media

Ranking & visibility factors: Google's AI view on local results

Session 3: Apple Business Connect Deep Dive

Why Apple matters: Reach, usage, Maps ecosystem

Platform walkthrough: How to activate, claim, and manage Apple Business Connect

Engagement features: Showcases, Actions, business updates

Session 4: Local Optimization Strategies That Drive Revenue

Reframing “local SEO” through outcomes (introducing Uberall’s LPO concept)

5 Key Pillars of Local Optimization:

Visibility (rankings & data accuracy)

Reputation (reviews)

Engagement (content/features)

Conversion (calls, bookings, clicks)

Measurement & reporting: KPIs to prove ROI

What's included in your ticket?

Book onto this training course and you will get:

A full day's training on your chosen topic on Monday September 22
Lunch included on your training day
Full access to brightonSEO and Hero Conf conferences and all the talks on Tuesday 23 & Wednesday 24 September
Bag of merch

Please note: Course content is subject to change.

We may cancel courses which don't have enough enrolments, and if so we’ll let you know and give you the opportunity to swap to an alternative course or have a refund.

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Available Tickets

San Diego Sep 2025

08:15 AM - 04:30 PM

$1665$2050Prices rise September 10

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£300+vat

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100% satisfaction guaranteed

We do all we possibly can to make our courses the best you’ve attended but if you ever feel we didn’t live up to your expectations, we’ll give you a total refund, no questions asked.

Why train with brightonSEO

If a bonus day away from your desk isn't enough reason for you to book one of our training sessions, here are some other things that make our training great:

Experts, not trainers

We won’t waste your time sitting you in front of full-time trainers who haven’t got their hands dirty for god knows how long; we get experts from different fields of the industry on board to give you the information they know works, not just the theory of what’s supposed to.

Specific, detailed and unique

Most training providers are looking for a course they can run month after month, week after week, so they end up being general and catch-all. Not our courses … they’re more detailed and in-depth than you’ll find anywhere else.

You drive the agenda

We don’t drive the agenda, you do. Before each training course, we ask what you want to be taught, and we actually listen. All the workshops we run have been selected because they’re the most commonly requested training subjects useful to you.

Group sizes

The group sizes are ideal, more than a handful to offer a bit of diversity and substance to the day, but small enough that the training can remain hands-on and personal, making sure all questions are directly answered.

The perfect duration

The day runs from 10am-4.30pm to keep it punchy. Any longer than that and it starts to drag, any shorter and you’re not able to properly sink your teeth into what you’re covering. Don’t worry, you’ll also get plenty of breaks to network.

Proper food & drink

There’s a couple of coffee breaks, morning and afternoon, and we also provide a proper lunch. That’s right, we’re talking real food rather than soggy sandwiches or mush slopped from a tray.