CSM Trainer
Manual

Objective: Trainee explains Jumper Local accurately in 60 seconds without notes, without overpromising, and can describe the difference between what we sell to Retail SMBs versus B2B agencies.

Trainer says: “Before I show you anything on screen, I want to ask you one question: What do you think Jumper Media sells? Don’t look anything up — just tell me in one sentence.” Write their answer on a whiteboard or doc. Don’t correct it. Tell them: “We’re going to come back to this at the end of today and you’re going to correct it yourself.”

Set expectations for the week: “This week is all knowledge. You won’t talk to a client. You won’t open the CRM. You’ll read, watch, listen, and practice explaining things until they’re second nature. By Friday you’ll be able to explain our product to anyone — including a skeptical business owner.”

Colton Bollinger, CEO and Founder, started Jumper Media in 2016 — and the origin is deeply personal. Colton and the early team came from families of local business owners. They watched firsthand as local business owners who poured their souls into serving their communities struggled to get noticed online — despite having great products and loyal customers.

The frustration was specific: big chains dominated search results simply because they could afford to pay more. The SEO world was full of agencies making big promises, charging huge retainers, and delivering results that took months — if they worked at all. Colton believed small businesses deserved better. That belief became Jumper Media.

Jumper Media launched in San Diego, California, focused entirely on one problem: helping local businesses rank where it mattered — the Google Map Pack. The early service was direct and scrappy: a small team, a clear hypothesis about how engagement signals drive local rankings, and the willingness to test it. In the early years the client base was tight: HVAC, dental, fitness, legal — verticals where local search intent is high and a Top 3 position translates directly to phone calls.

Today Jumper Media has ranked 20,000+ businesses in the Top 3 on Google Maps and serves 4,000+ satisfied clients across the US and internationally. The company is a verified Google Partner — one of a small number of companies that meet Google’s standards for expertise and compliance. The team has tested 8,000+ Google Business Profiles across multiple industries — not one has ever been flagged or suspended as a result of the campaign. The product has been trusted by franchise brands including Pure Barre, Xponential Fitness, and AKT.

Key leadership: Colton Bollinger (CEO/Founder) · Kenny Baldwin (COO) · Tomas Dovidavičius (CTO) · James Whitaker (Director of Customer Success) · Rheya Green (Director of Marketing) · Anna Kiswani (Product Manager)

The mission is not finished. Jumper’s long-term vision: a world where local businesses don’t compete with big corporations — they beat them. The product roadmap continues to expand: Jumper Local is the flagship, with Jumper Creation (video content) and Jumper Social Management (social media) extending the platform into a full local visibility suite.

Trainee should leave this section knowing: what departments exist at Jumper Media and what each one does · where CS sits in the organization · how the CS team is structured: Jr. CSM → Sr. CSM → CSM Leader → Manager → Director · the difference between Retail CS and B2B CS.

Trainer: “Here’s the one-sentence truth: Jumper Local helps local businesses rank in the top 3 of Google’s Map Pack. That’s it. Everything else we do — the GPS engagement, the GBP optimization, the campaign strategy — is in service of that one outcome.”

The Map Pack is the box with 3 local businesses and a map that appears near the top of Google when someone searches for a local service. Position 1 gets roughly 40–50% of all clicks. Position 4 — just outside the box — gets almost nothing. The entire business model is built on that visibility gap.

Mechanism 1 — GPS-Based Human Engagement: Jumper Media has built proprietary technology that partners with over 100 popular apps — including games, delivery platforms, and location-tracking applications — that collect real GPS location data from users who have opted in. Our software harnesses that location data and transforms it into authentic Google Business Profile engagement signals: searches, clicks, calls, and direction requests that originate from real people, on real devices, in the actual geographic area of the client’s business.

Why this works: Google’s local algorithm heavily weights ‘Prominence’ — how well-known and trusted a business is in its area. One of the strongest signals of prominence is real human engagement with the GBP. When a business receives a sustained increase in genuine engagement signals, Google re-evaluates its ranking position.

Mechanism 2 — GBP Advisory: Recommendations the Client Implements: Jumper Media does not have access to the client’s Google Business Profile or their website. The client retains full ownership and control of both. What the CSM provides is expert analysis and specific recommendations. The client — or whoever manages their digital presence — implements those recommendations.

This is a critical distinction. When a client asks “can you just fix my GBP?” the answer is: “I don’t have access to make changes directly, but I can give you the exact steps to implement — and I’ll review the results on our next call.”

The advisory covers: GBP category selection and secondary categories, business description optimization, services section completeness and keyword alignment, photo strategy, Google Posts cadence, review response approach, and GBP-website consistency checkpoints.

The majority of Jumper Media’s clients are local small and medium businesses in high-intent service verticals. Understanding these clients at a human level — their stress, their goals, their relationship with marketing — is foundational to great CS work.

Most Retail SMB clients are business owners, not marketers. They bought Jumper Local because someone told them it would get them more customers. They interpret “more visibility” as “more calls” as “more revenue.” That gap between our product promise and their expectation is where most churn risk lives.

• Time-poor. Don’t schedule 60-minute calls when 15 minutes will do.
• Results-focused. They want to know what changed since last month — not how the algorithm works.
• Emotionally invested. This is their business, not a line item in a corporate budget.
• May not be tech-savvy. Avoid jargon. Explain GBP as “your Google business listing.”
• They talk to their networks. A happy client refers. An unhappy client posts reviews and tells their industry peers.

B2B clients are marketing agencies, consultants, and white-label partners who resell or integrate Jumper Local into their own client offerings. One B2B account may represent 5–30 underlying businesses. The stakes are higher and the communication style is fundamentally different.

Key difference — Expansion Mechanics: With Retail clients, expansion means one business upgrading their plan or adding a location. With B2B clients, expansion means an agency adding new end-clients across their portfolio. A single expansion conversation with an agency partner can add 5–10 new accounts. Frame every B2B relationship as a growth partnership.

Clients, Sales reps, and internal teams use a shared vocabulary. Trainees who don’t know these terms will lose credibility in client conversations and miss context in internal discussions. Trainee should be able to define and use each term by end of Day 1.

The ability to explain Jumper Local in 60 seconds — accurately, confidently, and without overpromising — is the most fundamental skill a CSM needs. This exercise runs 3 rounds.

Verbal check — trainee answers without notes:

1. In one sentence: what does Jumper Local do?
2. What’s the difference between what we sell to a Retail SMB vs. a B2B agency?
3. What does the performance guarantee actually promise?
4. Name 3 terms from the glossary and define them without looking.
5. What’s the difference between GRR and NRR?

Objective: Trainee passes the 10-question SEO quiz at 80%+. Can explain organic vs. local vs. paid search clearly using live Google examples. Can name and explain all three ranking pillars with client-appropriate language.

Ask the trainee to teach you what they read last night in 5 minutes. Listen. Note gaps. Do not correct during the teach-back — build corrections into your instruction. This teaches trainees that reading is not passive.

Google’s fundamental job: give the most relevant, trustworthy answer to any query as fast as possible. To do this, Google continuously:

• Crawls the web — automated bots follow links across billions of pages, reading their content.
• Indexes content — stores a structured record of what every webpage, GBP, and business listing is about.
• Ranks results — when a user searches, runs an algorithm scoring every indexed result against hundreds of factors in milliseconds.

Local search is a subset. Instead of ranking website pages, Google’s local algorithm ranks business listings (GBPs) for searches with local intent. The signals are different — engagement matters more than backlinks, and proximity is a direct input that doesn’t exist in standard web search.

Clients sometimes cite things they’ve read online that may be outdated. CSMs need to understand what’s actually happening.

Relevance is how closely the GBP matches the user’s search query. The primary category is the single most important relevance signal. A dental practice with “Cosmetic Dentist” as primary category will outperform one with “Dentist” for searches like “cosmetic dentist near me.” Secondary categories extend relevance to additional keyword clusters. The business description, services section, and linked website all contribute to relevance.

• Google estimates searcher location from their device. A searcher at one address gets different Map Pack results than one across town — for the same keyword.
• Distance is not hackable. A business cannot change its physical proximity to a searcher. This is why local businesses with a physical address in a desirable area have a natural advantage.
• Service Area Businesses (SABs — plumbers, cleaners, etc.) define a service area instead of displaying a physical address. They typically rank less precisely than businesses with a visible storefront, especially in competitive markets.
• Jumper Local cannot change a client’s proximity. What we can do is help them rank in the maximum possible radius by building the prominence that allows the algorithm to extend their reach.

This is the pillar Jumper Local has the most direct influence on. Google’s GPS engagement campaign drives authentic prominence signals.

NAP stands for Name, Address, Phone Number. These three pieces of information must be identical everywhere the business appears online: GBP, website, Yelp, Yellow Pages, BBB, Facebook, industry directories, and anywhere else.

Common NAP inconsistency sources: business rebranded but didn’t update all listings · moved locations (old address still live on some directories) · phone number changed · suite numbers missing or formatted differently (Suite 200 vs. Ste 200 vs. #200). During onboarding, CSMs should review the client’s NAP across major directories and flag any inconsistencies for correction. Document this in the CRM.

A citation is any online mention of a business’s NAP data on a third-party website. Citations are an off-page local SEO signal — they tell Google the business is real, established, and consistently represented across the web.

Jumper Local does not build citations as part of the standard service. But CSMs should understand citations well enough to identify when NAP inconsistencies are likely suppressing a client’s ranking and recommend citation cleanup when needed.

Domain Authority (DA) is a metric developed by Moz that predicts how well a website will rank in organic search. Scored 1–100, based primarily on the number and quality of websites linking to it. Why CSMs need to know this: clients sometimes ask “My website has great SEO — why am I not ranking in the Map Pack?” The answer: website domain authority affects organic rankings, not Map Pack rankings. The Map Pack is driven by GBP signals, not website authority.

• Over 70% of local searches now happen on mobile devices. Google indexes and ranks mobile versions of content first.
• When clients check their own ranking, they should search from their phone, not their desktop, for the most accurate picture.
• A client searching from their own office will see their own business more prominently due to proximity bias — this overstates their ranking compared to what a customer across town sees.
• “Near me” searches are entirely mobile-driven and are resolved by device location — proximity becomes even more critical.

A canonical tag is a line of HTML in a page’s <head> that tells search engines which URL is the definitive version of a page. Without canonical tags, the same content accessible at multiple URLs (www vs. non-www, https vs. http, trailing slash variations) splits the ranking signals that should flow to one URL.

Draft FAQ entries using natural customer language in the question and plain language with service keywords in the answer. Do not sound robotic or promotional.

CSMs regularly refer clients to partner SEO agencies. Your role is to bridge the gap between what the client needs and what the agency delivers — and to ensure the agency’s work supports the Jumper Local campaign.

1. What did the top-ranking GBPs have in common across all 5 searches?
2. Did you notice any difference between “near me” results and city-specific results?
3. What was the most surprising thing you observed about the Map Pack?
4. Pick one business from your searches that you think is under-optimized. What specifically would you change?

Objective: Trainee completes a full GBP audit independently and presents findings in 5 minutes. Correctly identifies top 3 optimization opportunities. Zero guarantee-adjacent language throughout.

Open a live GBP in Google’s Business Profile Manager (or a demo account). Walk through every field section by section. Trainer points, explains, and asks the trainee to predict the impact before revealing the answer.

Must exactly match the legal business name. This is not a keyword opportunity. Adding keywords to the business name (e.g. “Smith Plumbing Best Plumber Austin”) violates Google’s guidelines and is a suspension risk. The algorithm knows what the business does from categories and descriptions — the name is for identification only.

According to the Whitespark 2026 Local Search Ranking Factors report, primary category is the #1 ranking factor in the Local Pack. Selecting the wrong primary category — or a generic one when a specific one exists — is the most common optimization failure we see.

• Specificity beats generality: “Pediatric Dentist” beats “Dentist.” “Emergency Plumber” beats “Plumber.”
• Choose the category that describes the primary revenue-generating service.
• When in doubt, search competitors ranking in the Top 3 and see what primary category they use.
• Categories are not permanent — they can be changed, but frequent changes confuse the algorithm.
• Inaccurate categories risk profile suspension. A handyman using “Electrician” to rank for electrical searches may be flagged.

Most businesses leave secondary categories empty — this is the lowest-hanging fruit in any GBP optimization. Each secondary category extends the business’s keyword reach into additional service areas.

High-impact category combos by vertical:

The description is indexed by Google and should naturally incorporate service keywords and location references. Do not keyword-stuff. Do not use superlatives (“best,” “top-rated,” “leading”). Do not include links, hours, or promotional offers.

Each service listed is individually indexed by Google. A dental practice should list every individual service: teeth cleaning, dental implants, Invisalign, whitening, emergency dental care, pediatric dentistry — not just “dental services.”

Service Audit Checklist:

• All primary services listed individually — not bundled
• Service names match how customers search — not internal jargon
• Every service has a description — never left blank
• Descriptions include a city/location reference naturally
• At least one credentialing or differentiating element per description
• No keyword stuffing — reads like human-written copy
• Services align with active secondary categories

Trainer presents 5 fictional business types. Trainee must recommend the primary category and at least 3 secondary categories for each. Trainer then shows actual available Google categories and discusses the choices.

Each trainee writes a GBP description for two of the fictional businesses. Constraints: exactly 750 characters, must include service keywords, geographic reference, and one specific factual detail. No superlatives. No prohibited content (links, hours, promotional pricing).

Grading criteria: (1) Under 750 characters? (2) Includes natural service keywords? (3) Includes geographic reference? (4) Includes one specific factual detail (certification, hours pattern, financing, etc.)? (5) No superlatives or policy violations? Pass = 4 of 5 criteria met.

Reviews are the most visible prominence signal on any GBP. The 2026 data shows businesses with 50+ reviews get 3× more clicks than those with under 10. Quantity, recency, rating, and response rate all matter independently.

Velocity vs. Spikes: Google values review velocity — a steady, consistent stream of new reviews — over spikes. A business that receives 50 reviews in one week then nothing for 3 months looks suspicious to Google’s AI. A business averaging 5 new reviews per month for a year has built a much stronger prominence signal.

Google tracks review response rate as a trust signal. Non-responsive profiles are penalized in prominence scoring.

• Respond to ALL reviews within 48 hours. This applies to 5-star reviews as well as 1-star reviews.
• Positive reviews: Thank by name, mention a specific detail from their review, reinforce the service. Example: “Thanks Sarah for trusting us with your implant restoration — we’re so glad you’re smiling confidently again!”
• Negative reviews: Apologize publicly, take resolution offline. Do NOT argue, justify, or shift blame. Example: “We’re sorry your experience didn’t meet our standards. Please reach out to [contact] directly so we can make this right.”
• Never use canned responses. Copy-pasted replies are detected by Google’s AI and carry less trust weight.
• Never incentivize reviews. Offering discounts or rewards for reviews violates Google’s policies and risks profile suspension.

Review Rating Nuance: A 4.5+ average is the target. A perfect 5.0 with very few reviews is often flagged by Google’s AI as suspicious. A 4.6 with 200+ reviews and active response management is algorithmically stronger than a 5.0 with 12 reviews.

GBP Insights is the analytics section of every GBP. This is the data source for every monthly BVI conversation with a client.

GBP Attributes are factual descriptors about the business that appear on the listing. They are often keyword-indexed and can influence relevance for specific searches. Examples: “Wheelchair accessible,” “Online appointments,” “Same-day service,” “Free estimates,” “Women-owned,” “LGBTQ+ friendly.” These answer common pre-visit questions and signal completeness.

See Training Material B for the full 12-element GBP Health Score Rubric used during overnight audit assignment and onboarding calls.

Trainee selects a business type and performs a live competitor audit of the top 3 ranking profiles in that vertical using GMB Everywhere and gmbaudit.com. Documents: primary category used · secondary categories · health score (if public) · review volume and recency · photo count and recency · posts in last 14 days · one key optimization gap identified.

In 2026, Google evaluates businesses as complete digital entities — cross-referencing the GBP with the website. Inconsistencies between the two weaken the entity signal and limit ranking potential for both.

Objective: Trainee presents their independent GBP audit findings. Can explain 5 ranking fluctuation scenarios accurately, calmly, and without blame or false promises. Can describe Google’s 2026 algorithm state in plain language.

Trainee presents their overnight GBP audit report. Structure: Overall Health Score → Top optimization opportunities → Recommended priority order → Expected impact. Trainer scores using Training Material B rubric. Any score below 3.0 means targeted remediation before moving to new material.

Clients expect results in 2 weeks. The 90-day guarantee exists for a reason — and trainees need to explain that reason convincingly.

• A business at the edge of a city center will struggle to rank #1 for “[city] + service” searches conducted from downtown, regardless of how strong their GBP is.
• This is not a failure of the campaign — it’s a geographic reality. Set this expectation clearly during onboarding for businesses in outer suburbs or SABs.
• Mitigating proximity limitations: higher prominence can extend the effective ranking radius. A very prominent business can rank for a wider geographic area than a less prominent competitor closer to the searcher.
• Keyword geography: targeting “[service] [neighborhood]” instead of “[service] [whole city]” can be strategic for businesses in specific districts.

These are the most common incorrect beliefs clients bring into the relationship. Train every response until it’s natural. The wrong response to any of these destroys trust.

Each scenario is presented in writing. Trainee has 8 minutes per scenario to write: (1) the most likely cause and (2) a 3-sentence client-facing explanation. After all 5, discuss together.

Every complex concept in local SEO has a simple, accurate equivalent that a non-technical business owner can understand. CSMs who speak in jargon lose clients. CSMs who over-simplify lose credibility. The goal is the intersection: accurate and plain.

Trainer says: “The MSA is not a document clients read carefully before signing. By the time a client wants to understand it, something has usually gone wrong — they’re frustrated, they feel misled, or they want their money back. At that moment, you need to be the most knowledgeable person in the room about what was and wasn’t promised. Not to defend Jumper Media — to have an honest conversation about what actually happened.”

Full text: The Services are visibility optimization services only. Jumper Media does not guarantee lead generation, phone calls, website traffic, revenue increases, business growth, or customer acquisition.

This is the most-used clause in daily CSM work. Every “why isn’t my phone ringing” conversation, every “I expected more customers” conversation, every “this isn’t worth it” conversation — this is the clause.

Visibility → Clicks/Calls → Conversion → Revenue. Jumper Local controls the first step. What happens after that depends on:

• How compelling the GBP looks (reviews, photos, description) — we can influence this
• How the business’s website converts visitors — outside our control
• How the business answers the phone and handles inquiries — outside our control
• Whether the business’s pricing is competitive — outside our control
• Competitor offers and market conditions — outside our control

Full text: Failure to cooperate — including refusing to implement recommended optimizations or taking actions that conflict with campaign strategy — may void guarantee eligibility.

In practice, non-cooperation looks like:

• Client changes GBP primary category after we optimized it
• Client deletes posts we scheduled or removes photos we added
• Client revokes GBP manager access mid-campaign
• Client refuses to respond to 3 consecutive onboarding communications
• Client creates new Google reviews using incentives (violates Google policy, creates suspension risk)
• Client makes SEO changes to their website that conflict with the GBP’s relevance signals

Full text: Client acknowledges that the Services depend on third-party platforms such as Google. Changes to search algorithms, competitive conditions, or platform policies may impact rankings and are outside Jumper Media’s control.

These are real questions from real clients. Train every response until the trainee can answer without hesitation.

The CSM handles all referrals directly. Do not route to Sales or SDR.

Week 2 Preview: Week 2 is the transition from knowledge to practice. Trainees will begin supervised client contact, learn the onboarding call framework, and run their first mock client calls. The foundation built in Week 1 — product knowledge, SEO fundamentals, GBP mastery, and MSA precision — is the prerequisite for every client conversation they will ever have.