CS Training

Week 1 Training

Select your name from the list your trainer shared.

Week 1 · Days 1–5

Welcome

Complete each day in order. Day 1 is unlocked and ready.

Session 1 8:00–9:30 AM · 90 min

🚀

How Jumper Was Built 2016 → Agency roots (social media for SMBs) → noticed local search was the highest-ROI channel → 2018 pivot to GPS-based engagement → 100+ app partner network → 2021 Jumper Local product launch → 20K+ businesses ranked → Verified Google Partner, zero platform suspensions.

Welcome, Founder Story & Company Overview

Why CS is a revenue function · Org structure · Leadership

💬

Opening Question Your trainer asked: “What do you think Jumper Media sells?” — write your answer below before reading anything.

The Company

Colton Bollinger founded Jumper Media in 2016 after watching family businesses get outranked by chains that could afford to pay more. Today: 20,000+ businesses ranked Top 3, 4,000+ clients, Verified Google Partner, 8,000+ GBPs — zero flagged or suspended.

Colton Bollinger — CEO / Founder
Kenny Baldwin — COO
Tomas Dovidavičius — CTO
James Whitaker — Dir. Customer Success
Rheya Green — Dir. Marketing
Anna Kiswani — Product Manager

🎯

CS is a revenue function Our department owns NRR. Every account retained, grown, and expanded contributes directly to company revenue. We are not answering tickets — we are growing a book of business.

CS Org Structure

Role	Book of Business	Escalates to
Jr. CSM	80+ accounts	CSM Leader
Sr. CSM	Up to 120 accounts	CSM Leader
CSM Leader	Manages 4 CSMs	CS Manager
CS Manager	Manages 4 CSM Leaders	CS Director
CS Director	No personal BoB	COO

💡

Know your escalation path Every client issue has a clear path up the chain. Jr. CSM → CSM Leader for guidance, CSM Leader → CS Manager for escalations, CS Manager → CS Director for executive situations. Never go around a level.

Exercise — Self Check

Revisit Your Opening Answer

Read what you wrote above. Now write the precise answer: what does Jumper Media sell?

✓

Pass CriteriaReturn to their S1 opening answer. Ask them to correct it unprompted. Passing answer: names the Map Pack, mentions the 90-day guarantee, says ‘local visibility’ — not ‘more traffic’ or ‘SEO.’

CS org ladder

Jr. CSM (80+ accts) → Sr. CSM (up to 120) → CSM Leader (manages 4 CSMs) → CS Manager (4 CSM Leaders) → CS Director (no personal BoB, reports to COO). Trainees enter at Jr. — knowing the ladder matters on Day 1.

“Now that you know who we are — let’s get into exactly how the product works, because this is what you’ll explain on every client call.”

Session 2 9:45–11:00 AM · 75 min

Jumper Local — How It Works & Competitive Landscape

Two mechanisms · The guarantee · What we don’t promise

Mechanism 1 — GPS-Based Engagement

Partners with 100+ apps to generate authentic GBP engagement signals — real searches, clicks, direction requests — from real people on real devices in the client’s geographic area. Opted-in users only. Verified Google Partner.

Mechanism 2 — GBP Advisory

Jumper does not have access to the client’s GBP. The CSM provides expert recommendations — the client implements them.

💬

The Nutritionist Analogy Like a nutritionist giving a meal plan — we design it, the client cooks the food. Jumper provides expertise and the plan. The client controls their own kitchen.

⚠️

Guarantee — say this precisely “At least one campaign keyword achieving a Top 3 position in the Google Local Search Map Pack within ninety days from campaign launch.” Not all keywords. Not #1. Not calls. Visibility only.

✅

Compliance — Verified Google Partner No bots. No simulated engagement. Real people, real devices, real opted-in users in real service areas. 8,000+ campaigns — zero flagged or suspended. This is our trust foundation with clients.

Competitive Landscape

Service	What it does	Key difference vs. Jumper
Traditional SEO	Website backlinks + content for organic rankings	6–18 month timeline, no guarantee, targets website ranking not Map Pack
Google Ads (PPC)	Pay-per-click ads above the Map Pack	Disappears when budget stops. Zero lasting ranking benefit once ads end.
Social Media	Brand awareness on social platforms	Does not directly impact Google local ranking or Map Pack position.
Jumper Local	Map Pack ranking via GPS engagement + GBP advisory	90-day guarantee. Ranking persists beyond campaign activity.

🚫

Never position us against their SEO agency Never tell a client we’re “better” than their SEO agency or that they should cancel it. We target something different — the Map Pack, not organic rankings. Many businesses benefit from both. Explain what we do, don’t compete for their full marketing budget.

Exercise — Guarantee Precision

Fill in the Blank

Without looking, complete the exact guarantee wording:

“At least campaign keyword achieving a Top position in the Google Local Search Map Pack within days.”

✓

Pass CriteriaTrainee states the full guarantee verbatim without the portal. Can explain the nutritionist analogy. Can describe what makes Jumper Local different from SEO and Ads.

Session 3 12:00–1:00 PM · 60 min

🚫

B2B Client Rule — Escalate Immediately If a B2B client’s goal is employee recruitment rather than customer acquisition, escalate to CS Manager before any advisory call. Jumper’s Map Pack strategy is designed for consumer-facing local search, not employer-brand visibility. Proceeding without escalation creates wrong-fit expectations that generate churn.

Who We Serve — Client Profiles

Retail SMB · B2B/Agency · Phone charging analogy

📲

The Phone Charging Analogy ~90% of clients see rapid movement in weeks 1–4, then pace slows as the campaign enters compound-growth phase. A phone charges 0–80% in 20 minutes, then slows to reach 100% over 1.5 hours. Both phases are working. Use this before a client ever asks why results slowed.

Client Profiles at a Glance

	Retail SMB	B2B / Agency
Who they are	HVAC, dental, fitness, legal, auto repair. Owner is the decision-maker. Single or few locations.	Marketing agency managing multiple client campaigns. Director or agency owner. ROI-focused.
How they measure success	Phone calls and new leads. Emotionally invested in the business.	Ranking data and reporting metrics. Commercially sophisticated.
CSM communication style	Empathy-first. Educate on visibility vs. leads. Use the phone charging analogy. Set expectations early.	Lead with data. Skip emotional framing. Offer white-label reporting. Be efficient with their time.
Key risk	Misaligned expectations if ranking ≠ calls is not explained upfront.	One unhappy agency = 5–30 churned campaigns. Handle with exceptional care.

How to Identify the Profile on the First Call

Signal	Retail SMB	B2B / Agency
Opening question	“Can you help me get more calls?”	“What does your reporting dashboard look like?”
Number of locations	1–3 locations, single market	5+ campaigns, multiple markets or clients
Who is on the call	The owner or an office manager	Marketing director, operations lead
Their KPI language	“New customers,” “phone ringing”	“Ranking movement,” “share of local voice”
First 30 seconds	Emotional, personal, owns the outcome	Analytical, professional distance, represents clients

The 5 Jumper Local Client Profiles

Every client you manage fits one of these five archetypes. Identify the profile on the first call — it changes everything about how you communicate.

① Small Business Owner — Low Budget

Examples: Hair Salon, Carpet Cleaners, Painting Companies
Mindset: Focused on immediate ROI; handling multiple roles. Needs cost-effective solutions and quick, tangible results.
Goals: More local customers, online presence, Map Pack ranking.
Skepticism: “Will this really work? How soon? Can I handle this myself?”
CSM approach: Use the phone charging analogy early. Set realistic timelines before they ask. Emphasize visibility is the foundation, not instant leads.

② Business Owner w/ Marketing Budget

Examples: Contractors, Plumbers, Restaurants, Restoration
Mindset: Ready to invest but needs clear data to justify ROI. Competing against bigger players.
Goals: Consistent leads, dominant local search, reporting to validate spend.
Skepticism: “Are leads guaranteed? Better than what I’m currently doing?”
CSM approach: Lead with BVI data. Show ranking movement early. Regular updates keep them confident.

③ Professional Services Owner

Examples: Dentists, Lawyers, Med Spas
Mindset: Prestige-conscious, results-driven. Often the most skeptical — they’ve been burned by digital marketing before.
Goals: Authority, high-value clients, dominate premium categories.
Skepticism: “Will this reflect my brand quality? Show me tangible proof.”
CSM approach: Professional tone only. Zero generic language. Data-first: Health Score + BVI front and center.

④ Franchise / Multi-Location Owner

Examples: Regional chains, fitness studios, coffee shops, daycare centers
Mindset: Scalability + brand consistency across all locations.
Goals: Uniform ranking per location, per-location review growth, central management.
Skepticism: “How does this scale seamlessly across all my locations?”
CSM approach: Always speak to the portfolio, not individual locations. Any issue at one location risks the whole account.

⑤ Agency (B2B)

Examples: Marketing agencies, consultants managing multiple clients
Mindset: Experts seeking automation and white-label solutions. Efficiency over everything.
Goals: Better results for their clients, robust reporting, scalable platform.
Skepticism: “Will this save time or add complexity? Can this help me win more clients?”
CSM approach: Skip all education — they know SEO. One unhappy agency = 5–30 churned campaigns. Handle with exceptional speed and data quality.

🚫

Not Ideal Clients — Know These to Avoid Wrong-Fit Conversations Solopreneur: 1–5 person business, price-sensitive, low marketing knowledge. Often not seeing Map Pack traffic at all.
Intrapreneur: Represents a larger brand but has limited authority (e.g., 1099 salesperson). Can’t implement website or GBP changes.
Niche Business: Very specialized, low local search volume — rankings don’t generate consistent value.
Online/National Business: Operates beyond local geography. Map Pack rankings are validation only, not revenue drivers.

If you identify a not-ideal client after onboarding, escalate to your CS Manager immediately.

Discovery Questions — Use on Every Onboarding Call

#	Question	What You’re Learning
1	“What made you start this campaign?”	Their motivation & expectations baseline
2	“How do you currently measure success for your online presence?”	Their KPI language — visibility vs. leads vs. revenue
3	“Have you worked with an SEO or marketing company before?”	Prior experience shapes expectations; bad past = skepticism
4	“Who else is involved in reviewing results?”	Identifies hidden stakeholders before they surface as objections
5	“In a perfect world, what does month 3 look like for you?”	Exposes unrealistic expectations you can correct now

💬

Rule: Set the Lens Before Month 1 Every client who churns in months 1–3 had an expectation mismatch that was visible on the onboarding call. Discovery questions let you find and correct it before it becomes a cancellation. Ask all five questions on every first call, regardless of profile type.

⚠️

B2B risk multiplier A single agency account may represent dozens of end-client campaigns. The relationship value is exponentially higher than a single Retail SMB. Prioritize responsiveness and data quality for B2B accounts above all else.

Exercise — Client Profile Scenarios

Identify the Profile & Approach

For each scenario, select the correct client type and approach.

📞 “It’s been 3 weeks and I haven’t gotten any new phone calls yet. I thought this was supposed to help my business grow?” — Owner of a plumbing company, sole location.

Retail SMB — phone charging analogy, educate on visibility vs. leads

B2B/Agency — lead with ranking data and ROI metrics

✅ Retail SMB. Single-location owner measuring success by calls. Use the phone charging analogy to reframe the 0–80% rapid phase.

📊 “We have 12 campaigns live. Can you send a white-label report I can forward to my clients by Friday?” — Marketing director at a mid-size agency.

B2B/Agency — data-forward reporting, skip emotional framing

Retail SMB — use empathy and explain rankings vs. calls

✅ B2B/Agency. Managing multiple campaigns, requesting white-label output. One relationship here = up to 12 campaigns.

🚫

WarningNever use the same emotional approach with a B2B client that works with a Retail SMB owner. Agencies want data first. Empathy without evidence reads as inexperience.

✓

Pass CriteriaTrainee correctly categorizes all scenario cards. Can describe the phone charging analogy unprompted. Can name one approach difference between Retail SMB and B2B.

Session 4 1:30–2:00 PM · 30 min

Industry Terminology & Glossary

10 core terms · Flashcard exercise

Core Glossary — 14 Terms

Same terms your trainer will test you on. Learn them in plain English — no jargon.

Term	Plain-English Definition
Map Pack	The box of 3 local business listings + map that appears at the top of Google for local searches. Position 1 gets ~40–50% of clicks. Jumper targets this section only.
Map Pack vs. Organic	Two distinct sections in Google results. Map Pack = local 3-pack. Organic = blue links below. We target Map Pack exclusively.
GBP	Google Business Profile — the primary signal in the local ranking algorithm. Photos, categories, reviews, posts all live here.
NAP Consistency	Name, Address, Phone number must be identical across every directory and website. Inconsistency confuses Google and hurts rankings.
Citation	Any web mention of a business’s NAP. Yelp, YellowPages, local directories. Quantity + accuracy = trust signal for Google.
BVI	Business Visibility Index — ranking score across all campaign keywords. Primary campaign progress metric we show clients.
Health Score	GBP optimization completeness score (0–100). Target: 85+ by month 3. Checked via gmbaudit.com.
GRR	Gross Revenue Retention — percentage of revenue kept from existing accounts (no expansions counted).
NRR	Net Revenue Retention = GRR + expansion revenue. NRR > 100% = the BoB grows without new clients. CS owns both.
BoB	Book of Business — all accounts a CSM manages. Jr. CSM target: 80+ accounts.
§9.1	MSA performance guarantee: at least one (1) campaign keyword achieving a Top 3 position within 90 days of launch.
§9.4	Visibility disclaimer — our guarantee covers visibility (rankings) only. Not leads, calls, website traffic, or revenue.
Touchpoint	Any logged client interaction (call, email, QBR). Must be logged in Freshworks within 2 hours.
QBR	Quarterly Business Review — ranking progress, BVI data, next milestone strategy. Held every 90 days.

Exercise — Flash Cards

Tap to Flip

Flip all 11 cards before marking complete. Say the definition aloud before you flip each one. Touchpoint is the new term added this session — don’t skip it.

0 / 10 flipped

✓

Pass CriteriaTrainee explains all 10 terms in plain English without the portal. Zero jargon in any explanation.

💬

“I’m going to say a term. You tell me what it means in plain English — as if you’re explaining it to a client who has never heard of SEO. No jargon in the answer.”

Session 5 2:45–3:30 PM · 45 min

60-Second Pitch Practice — ×3 Rounds

Automatic fail triggers · Must-include elements

🚫

Automatic Fail Triggers Any use of: “you’ll get more calls,” “we guarantee you’ll rank for all your keywords,” or any implication that ranking = leads/calls/revenue. One occurrence = fail the round.

🎯

Must include “Visibility Accelerator” framing. Guarantee stated precisely. Both mechanisms mentioned. Delivered without notes. Under 60 seconds.

Exercise — Pitch Timer

Round 1 of 3

When your trainer says “go,” start the timer. Deliver your pitch. Check off criteria after.

1:00

📋

Your trainer scores you on Training Material A Use this as a self-assessment guide after each round. Compare with your trainer’s score from the Pitch Scorecard.

Delivered without notes

Used “Visibility Accelerator” framing

Stated guarantee precisely (1 keyword, Top 3, 90 days)

No mention of calls, leads, or revenue

Mentioned both GPS engagement + GBP advisory

Finished within 60 seconds

🚫

WarningDo not let trainees read from notes during any round. The pitch must be from live memory. If they stumble on the guarantee wording, that’s the coaching focus for the next round.

“Tomorrow we go deep on how Google actually decides who appears in the Map Pack — the algorithm, the three pillars, and how Jumper’s product connects to each one.”

Training Material A Pitch Scorecard — tap to expand

A

60-Second Pitch Scorecard

Day 1 · Session 5 · ×3 rounds

▼

Trainer scores; trainee does self-assessment. Compare after each round. Also use during any pitch practice in Week 2.

Criterion	Pass Standard
Covers the product name and what it does	Names Jumper Local and describes GPS engagement + GBP advisory
Mentions Map Pack and Top 3 position	Explicitly says “Top 3” and “Map Pack” — not just “search rankings”
Explains how it works	Mentions engagement signals + GBP optimization — both mechanisms
States the 90-day guarantee correctly	At least 1 keyword, Top 3, 90 days — no overpromise language
Uses “Visibility Accelerator” framing	The phrase appears naturally at least once
Does NOT promise calls, leads, or revenue	Zero guarantee-adjacent language anywhere in the pitch
Ends with a clear next step	Invitation to learn more, a question, or a clear CTA
Completed within 60 seconds	Timed — trainer stops at 60s regardless

8/8 = Strong Pass · 6–7/8 = Adequate Pass · Below 6 = Fail (same-day retry)

🌟

Tomorrow Preview “Tomorrow we go deep on how Google actually decides who appears in the Map Pack — the algorithm, the three pillars, and how Jumper’s product connects to each one.”

F

Self-Study Review — Map Pack & Ranking Factors

Read tonight · Teach back tomorrow morning · 15 min

▼

–/10

–

Result Code — paste this in Zoom chat

–

Copied ✓

📖

TOMORROW PREVIEW — Day 2: SEO Fundamentals Tonight, read the self-study material below: "What Is the Map Pack?" and "What Determines Map Pack Ranking?"

You will be asked to teach it back in 5 minutes at the start of Day 2. Come prepared to explain: what the Map Pack is, what the three ranking factors are, and which factor Jumper primarily influences.

F

Self-Study: The Map Pack & Ranking Factors

Read tonight · ~15 min · Teach back Day 2 S1

▼

Part 1 — What Is the Map Pack?

When someone searches “plumber near me” or “dentist in [city],” Google shows a box at the top of the results page with three local businesses and a map. This is called the Map Pack (also known as the Local 3-Pack).

Key facts to know:

The Map Pack appears above all organic (blue link) results for local searches.
Position 1 in the Map Pack captures approximately 40–50% of all clicks for that search.
Positions 2 and 3 get 20–25% and 10–15% respectively.
Businesses below Position 3 are effectively invisible for that search.
The Map Pack is powered by a business’s Google Business Profile (GBP).
Jumper Local campaigns target only the Map Pack — not organic SEO results.

Part 2 — What Determines Map Pack Ranking?

Google uses three core factors to decide which businesses appear in the Map Pack and in what order:

🎯 Factor 1: Relevance

How closely does the business match what the user searched for?

GBP primary category (e.g., “Dentist” vs. “Health Care Provider”)
GBP services and description matching keyword intent
Website content alignment with GBP categories

Jumper’s role: Advisory. We recommend category and description improvements, but we don’t have direct GBP access.

📍 Factor 2: Distance

How far is the business from the searcher (or the location implied in the search)?

Proximity bias: a business near the searcher ranks higher, all else equal.
Clients who search from their own address often see themselves ranked artificially higher.
Distance cannot be controlled or changed.

Jumper’s role: None. This factor is outside campaign scope — set this expectation on Day 1 of client onboarding.

⭐ Factor 3: Prominence

How well-known and trusted is the business online?

Reviews: quantity, recency, and average rating on Google
Citations: consistent NAP mentions across the web (Yelp, directories, etc.)
GBP activity: posts, Q&A, photo updates, response to reviews
Engagement signals: clicks, direction requests, calls from GBP listing
Backlinks: quality websites linking to the business website

Jumper’s role: Primary lever. Our GPS engagement activities, review strategy, and citation work all build Prominence. This is where campaign impact is concentrated.

💡

The One-Sentence Summary Jumper Local wins by building Prominence — the only ranking factor we can directly influence through our campaign activities.

⚠️

What to Teach Back on Day 2 Be ready to explain in plain English: (1) What is the Map Pack and why it matters, (2) The three ranking factors by name, (3) Which factor Jumper focuses on and why. No notes.

Session 1 8:00–9:30 AM · 90 min

How Search Engines Work & The Algorithm in 2026

Algorithm evolution · Entity-based evaluation · Why 90 days

Algorithm Evolution — What Changed

Era	What Changed
2010–2015 Checklist Optimization	Filling out your GBP completely was enough. Basic optimization had large returns.
2015–2018 GMB Launch	Photos, posts, reviews added. Engagement signals began mattering alongside profile completeness.
2018–2021 Review Velocity	Review quantity and recency became dominant prominence signals. Velocity outweighed total count.
2021–2023 Engagement Dominant	High GBP interaction rates consistently outranked static but complete profiles.
2023–2025 AI Integration	Cross-referencing GBP, website, reviews, and web presence. Profile freshness becomes a ranking factor.
2026 AI-Driven Entity	Businesses evaluated holistically. 30+ days inactive = ranking decay. Review content analyzed by AI, not just star ratings.

💡

Why this matters for client conversations When a client asks why they need to update their website headings or why the algorithm is slow, this evolution explains it. Google is no longer reading a form — it’s building a picture of the entire business entity over time.

Map Pack vs. Organic Results

	Map Pack (Local)	Organic Results
Algorithm	Relevance, Distance, Prominence	Domain authority, content quality, backlinks
Appearance	3 listings + map at top of page	Blue text links below Map Pack
Jumper targets	Yes — this is our product	No — separate service category
Timeline	90-day guarantee window	6–18 months typically

Self Check

In your own words

A client asks: “Why can’t you just improve my Google ranking overnight like I’ve seen ads promise?” Write your response using what you know about the 2026 algorithm.

“Those six eras explain the ‘why’ — the Three Pillars in S2 explain the ‘what’ we do about it.”

💬

Teach-back first: “Summarize yesterday in 5 minutes. No notes.” Listen, note gaps silently, build corrections into your instruction.

Why clients who ‘used to rank’ don’t anymore

Algorithm shifts, not Jumper underperforming. Use the 6-era timeline to contextualize drops without dismissing the concern and without making promises outside the guarantee.

Session 2 9:45–11:00 AM · 75 min

🔐

How Jumper Influences Prominence GPS-based engagement generates authentic behavioral signals — searches, clicks, direction requests — that Google’s algorithm reads as evidence that a business is active and in-demand. This is the “compound growth” mechanism: each signal builds on the last, accelerating Prominence over time.

The Three Ranking Pillars — Deep Dive

Relevance · Distance · Prominence · How Jumper influences each

The Three Pillars

Pillar	What It Means	How Jumper Influences It
Relevance	How closely the GBP matches what the user searched for.	GBP advisory: category selection, description optimization, services section alignment.
Distance	How close the business is to the user’s location at search time.	Cannot control directly. Target correct keyword geography in campaign setup.
Prominence	How well-known and trusted the business is. Driven by engagement signals, reviews, citations.	Primary lever: GPS-based engagement signals directly increase Prominence.

Prominence Signals — 2026 Data

Signal	What It Means
Review Volume	Businesses with 50+ reviews get 3× more clicks than those with <10 reviews (2026 data).
Review Recency	200 reviews but none in 6 months loses to 50 reviews with 5 in the last month.
Response Rate	Google tracks this. Non-responsive profiles are penalized in prominence scoring.
Profile Freshness	30+ days inactive = measurable ranking decay in 2026. Target: 2+ updates per week.
GBP Engagement	Clicks, calls, direction requests, photo views. This is what Jumper Local directly drives.
Brand Search Demand	How many people search the business name directly — signals real-world recognition.

🎯

Prominence is our primary lever Distance is out of our control. Relevance we advise on. Prominence is where our GPS engagement signals make the direct impact. This is why Jumper works: we systematically build the Prominence signal Google needs to rank a business higher.

NAP Consistency

NAP = Name, Address, Phone. Must be identical across GBP, website, Yelp, Facebook, industry directories — everywhere. Inconsistencies send conflicting signals to Google and reduce trust, directly hurting Relevance and Prominence scores.

⚠️

Common mistake A client listed as “Smith Dental LLC” on their GBP but “Smith Dental” on Yelp and “Dr. Smith’s Dental Practice” on their website is sending three different signals. Fix NAP consistency before anything else.

🚫

Proximity bias warning When a client checks their own ranking from their business address, Google weights their location and shows an inflated result. Always direct clients to use a third-party rank tracker. Never validate self-ranking screenshots as accurate data.

Self Check

Pillar identification

For each client scenario, identify which pillar is the primary issue:

A plumbing client has only “Plumber” as their primary category, no secondary categories, and their services section is empty.

Relevance — GBP doesn’t match specific searches

Prominence — not enough engagement signals

✅ Relevance. The GBP doesn’t tell Google what specific services this business offers. Secondary categories and the services section are critical for matching specific search queries.

A new client has a fully optimized GBP, great photos, and correct NAP across all directories — but they’re consistently ranked #8 and competitors are #1–3.

Prominence — competitors have stronger engagement signals and review velocity

Relevance — their GBP categories are misaligned

✅ Prominence. Everything foundational is solid. The gap is engagement signals — this is exactly what Jumper’s GPS-based campaign addresses directly.

✓

Pass CriteriaTrainee names all Three Pillars, explains what moves each, describes NAP consistency in one plain sentence, and can identify a NAP error from a sample.

Session 3 12:00–1:15 PM · 75 min

The Three Keyword Tiers — Citation Building

Macro · Secondary · Service+Location · GBP mirroring

Keyword Tiers & GBP Mirroring

Tier	Type	Example	Mirrors
Tier 1 Target First	Macro / Head Short, broad, high-volume	“dentist near me” “HVAC repair”	H1 + GBP Primary Category
Tier 2 Target Second	Secondary / Long-Tail More specific	“emergency HVAC repair” “cosmetic dentist”	H2 + GBP Secondary Categories
Tier 3 Target Last	Service + Location Most specific	“AC installation Austin TX” “root canal downtown Chicago”	H3 + GBP Services Section

🎯

The mirroring principle Website headings, GBP categories, and GBP services should all reinforce the same keyword hierarchy. When Google’s AI cross-references the GBP with the website (2026 entity evaluation), consistent mirroring strengthens both Relevance and the business entity signal.

Citation Building

Citations are any online mention of the business’s NAP. Consistent citations across high-authority directories (Yelp, BBB, Angi, industry-specific sites) build Prominence and validate the business as a real, established entity.

Priority directories: Google, Yelp, BBB, Facebook, Bing Places, Apple Maps
Industry directories: Angi (home services), Healthgrades (medical), Avvo (legal)
Every citation must have identical NAP — no variations
Quality over quantity — 20 consistent citations > 100 inconsistent ones

Exercise — Keyword Tier Classification

Classify each keyword

For a dental client in Chicago, classify each keyword into Tier 1, 2, or 3:

“dentist near me”

“cosmetic dentist Chicago”

“root canal downtown Chicago IL”

✓

Pass CriteriaTrainee can explain keyword tiers, citation tiers, search intent (which triggers Map Pack), and the proximity bias issue in one sentence each.

Search Intent — When the Map Pack Appears

Intent Type	What It Looks Like	Map Pack?
Navigational	“Apex Dental Group website”	No
Informational	“how often should I get a dental cleaning?”	No
Commercial	“best dentist in Austin reviews”	Sometimes
Transactional / Local	“dentist near me,” “emergency plumber Austin”	YES — Jumper’s target

📲

Mobile-First Search — 2026 Reality 70%+ of local searches happen on mobile. A client searching from their own office sees their listing higher due to proximity bias — this overstates their ranking vs. what a customer across town sees. Always check rankings from multiple coordinates, not the client’s address.

Session 4 1:30–2:30 PM · 60 min

Website SEO — H-Tags, Schema & FAQ

Heading structure · DetailedSEO tool · 2026 Q&A update

🔧

Tool — DetailedSEO Extension detailed.com/extension — Chrome extension. Instant on-page analysis: heading structure (H1–H6), canonical URL, meta tags, schema markup, indexability. Install before Day 2 sessions.

H-Tag → GBP Mirroring Framework

Tag	Role	GBP Mirror	Example
H1	Primary category + location. One per page only.	GBP Primary Category	“HVAC Contractor in Austin, TX”
H2	Subcategories + location modifiers. Multiple expected.	GBP Secondary Categories	“Air Conditioning Repair Austin”
H3	Specific services. Granular service+location combos.	GBP Services Section	“AC Installation in South Austin, TX”

⚡

2026 Update — GBP Q&A Deprecated GBP Q&A was deprecated in December 2025. Replacement: a dedicated FAQ page on the business website with FAQPage schema markup. Google’s AI now pulls answers directly from website content in search results. Every client needs this page.

🌐

Real-World Example — freshtechmaids.com Visit freshtechmaids.com to see correct H-tag implementation on a live website. Check the main page H1, then click into any service page — notice how each service page has its own H1 matching the GBP secondary category, with H2s for specific service variants. This is the GBP ↔ Website mirroring framework in action.

Schema Markup Priorities for Local Businesses

LocalBusiness schema — confirms the business is a real entity with address, hours, phone, and service area
FAQPage schema — replaces GBP Q&A; Google’s AI reads this for search answers
Review schema — surfaces star ratings in search results (CTR boost)
ServiceArea schema — explicitly defines geographic coverage

Self Check

H-Tag audit

A roofing client’s website has:

H1: “Welcome to Smith Roofing”
H2: “About Us” and “Our Services”
H3: None present

Write your top two optimization recommendations:

🚫

WarningRed flags in agency conversations: vague promises without specifics, no mention of GBP alignment, inability to explain schema implementation, hostility toward Jumper’s engagement campaign. A good SEO agency and Jumper Local work in parallel. If an agency says ‘Jumper is hurting your SEO,’ escalate to CS Manager.

Portal exercise — S4 Day 2

DetailedSEO extension audit. Trainee installs extension, runs it on a provided website, identifies: H1 presence, canonical URL, schema markup type, and one specific gap. Must complete before advancing.

✓

Pass CriteriaTrainee can explain H1-H3 mirror framework, name 4 schema types with their purpose, state canonical 4 rules, and describe the Q&A deprecation and its replacement.

2026 Advanced Ranking Signals

Signal	What It Means
AI Entity Evaluation	Google cross-references GBP + website + reviews + citations simultaneously.
Review Sentiment	Google reads review content, not just star ratings. Specific service mentions strengthen relevance.
Profile Freshness	2+ updates per week = better visibility. 30+ days inactive = measurable decay.
Q&A / Website FAQ	GBP Q&A deprecated December 2025. Replacement: website FAQ page + FAQPage schema.
Website Alignment	GBP service listings must match website content. Conflicts suppress ranking.

Schema Markup — 4 Types

Type	What It Does
LocalBusiness	NAP, hours, coordinates. Use specific @type (HVACContractor, Dentist) — not generic.
Service	Individual service pages with name, area served, description.
FAQPage	Creates People Also Ask entries. Replaces deprecated GBP Q&A as the primary Q&A signal.
AggregateRating	Star ratings in search results. Must reflect real, accurate review data.

Session 5 2:45–3:30 PM · 45 min

Live Google Search Exercise

Search intent · SERP anatomy · Map Pack triggers

🔍

Live exercise with your trainer Open Google in an incognito window. Your trainer will call out search queries. Your job: identify whether the Map Pack appears, what triggers it, which pillar is most relevant, and what the top 3 profiles have in common.

What to Look For in Each SERP

Observe	Why it matters
Does the Map Pack appear?	Confirms local/transactional intent triggered the algorithm
How many reviews do top 3 profiles have?	Signals Prominence threshold in this vertical
Are top 3 profiles the same category?	Confirms category specificity matters for Relevance
Is the call button visible?	2026 update — only 1 in 5 now show it. BVIs have shifted.
What do the photo thumbnails show?	Photo activity as engagement signal

Exercise — SERP Analysis

Three searches, three observations

Search for each of the following in incognito mode. For each, note whether the Map Pack appears and one thing the top 3 profiles have in common.

Search 1: “dentist near me”

Search 2: “what causes tooth decay”

Search 3: [Your vertical from Day 1 pitch exercise]

✓

Pass CriteriaTrainee identifies all SERP sections by name unprompted. Can describe strong vs. weak GBP from live observation. Spots at least one audit opportunity in 3 of 5 searches.

Debrief questions — discuss after exercise

Which vertical had the most competitive Map Pack? What separated #1 from #3? Did any listing have a weakness fixable in one day? How would you explain to a client why their competitor with fewer reviews outranks them? What’s one thing you noticed that wasn’t in today’s sessions?

Session 1 8:00–9:30 AM · 90 min

GBP Anatomy — Every Field, Every Signal

Field-by-field walkthrough · Day 2 quiz review · What Google reads

📝

Day 2 Knowledge Check — Before We Begin Quick recall from yesterday. Answer without notes:
1. What are the three ranking pillars? Which one does Jumper primarily influence?
2. What’s the difference between a Tier 1 and Tier 3 keyword? Give one example of each.
3. Why does an H1 tag matter for local SEO?
Your trainer verifies your answers before proceeding.

GBP Field Priority Map

Field	Ranking Impact	CSM Responsibility
Primary Category	⭐ Critical	Advise client — most specific accurate category
Secondary Categories	⭐ Critical	Advise up to 9 relevant secondary categories
Business Name	High	Must match legal name exactly. No keyword stuffing.
Description	High	750 chars. Include primary keyword + location naturally.
Services Section	High	Mirror H3 keywords. Every service = a ranking signal.
Photos	Medium-High	Min 2 new per week. Real team/work photos preferred.
Hours	Medium	Must be accurate and updated. Inconsistency = trust signal drop.
Attributes	Medium	Confirm all applicable attributes (wheelchair access, Wi-Fi, etc.)
Reviews + Responses	High	100% response rate within 48 hours. Quality matters.
Q&A (Deprecated 2025)	Low (replaced)	Redirect to website FAQ page with schema.

Secondary Categories — High-Impact Combos by Vertical

Vertical	Primary	Recommended Secondaries
HVAC	HVAC Contractor	Air Conditioning Contractor · Heating Contractor · Furnace Repair Service
Dental	Dentist	Cosmetic Dentist · Pediatric Dentist · Emergency Dental Service
Legal	Law Firm	Personal Injury Attorney · Car Accident Lawyer · Workers Comp Attorney
Fitness	Gym	Personal Trainer · CrossFit Gym · Yoga Studio · Boxing Gym
Automotive	Auto Repair Shop	Auto Body Shop · Tire Shop · Oil Change Service

Business Description — Outdated vs. 2026 Best Practice

Approach	Example
✗ Outdated	“Family-owned HVAC serving Austin 15 years. Best HVAC in Austin!” (keyword-stuffed, superlatives prohibited)
✓ 2026 Best Practice	“Licensed HVAC technicians serving Austin and Travis County. Same-day AC repair, furnace installation, and maintenance. 24/7 emergency service. NATE-certified, fully insured.”

⚠️

We do NOT have GBP access Jumper does not manage the client’s GBP directly. All field recommendations go to the client to implement. Jumper’s role is to advise; the client’s role is to execute. Document all recommendations in Freshworks.

Self Check

Field prioritization

A new client has 30 minutes to work on their GBP. Rank your top 3 advisory priorities in order and explain why:

🔑

Key PointAccording to the Whitespark 2026 Local Search Ranking Factors report, primary category is the #1 ranking factor in the Local Pack. Tool: GMB Everywhere (gmbeverywhere.com) — Chrome extension that overlays competitor categories directly on Google Maps. Use on every onboarding call.

Portal exercise — S1 Day 3

Label all GBP fields on blank diagram. Identify impact tier (Critical/High/Medium) for each. Must get all Critical fields correct before advancing.

✓

Pass CriteriaTrainee names all Critical and High-impact GBP fields. Can explain why primary category is the #1 ranking factor. Knows GMB Everywhere tool and when to use it.

💬

Administer SEO quiz FIRST before any new content. 80% to pass. One same-day retake. Second failure = remediation before Day 3 content proceeds. For each wrong quiz answer: trainee explains the correct answer in their own words before moving on.

Session 2 9:45–11:00 AM · 75 min

Category Selection & Description Writing

GMB Everywhere · Category framework · Training Material E

🔧

Tool — GMB Everywhere gmbeverywhere.com — Chrome extension. Overlays GBP category data and competitor categories directly on Google Maps. Compare the client’s categories against the top 3 competitors live during advisory calls.

Category Selection Framework — 2026

The Rule: Choose the MOST SPECIFIC category that accurately describes the primary business. “Emergency Plumber” outperforms “Plumber.”

Scenario	Wrong Choice	Right Choice	Why
HVAC company	Contractor	HVAC Contractor	More specific = better Relevance match
Dental office	Health Care Provider	Dentist or Cosmetic Dentist	Matches actual search intent
Personal injury law firm	Lawyer	Personal Injury Attorney	Specificity drives qualified leads
Roofing company	Construction Company	Roofing Contractor	Map Pack for “roofer near me” won’t show general Construction

Exercise — Category Selection Workshop

5 Fictional Businesses — Pick Primary + 3 Secondaries

For each business, recommend the primary category and 3 secondary categories. Explain your reasoning.

Business 1: Emergency plumber + water heaters + drain cleaning

Service-area business covering 2 cities. No physical storefront. Primarily emergency calls.

Business 2: DUI defense + personal injury attorney

Solo practitioner. Office in downtown. 80% of revenue from DUI cases, 20% from PI settlements.

Business 3: Dentist + Invisalign + teeth whitening

Family dental practice. Wants to attract cosmetic patients. Currently categorized as “Dental Clinic.”

Business 4: CrossFit + nutrition coaching + personal training

Gym with CrossFit affiliation. Also offers 1-on-1 PT and meal planning services. Two locations in same city.

Business 5: Mobile auto detailing across 3 cities

No fixed location. Serves customers at their homes/offices in 3 adjacent cities. Interior + exterior + ceramic coating.

✓

Pass CriteriaPrimary category is the most specific match for each business. Secondary categories cover actual services without keyword stuffing. Service-area businesses correctly identified.

📖

Training Material E — GBP Category Cheat Sheet 50 primary categories across 20 verticals with best secondary categories, near-me keywords, and H1 examples. Reference this for every new client onboarding and category audit.

Description Writing Rules

Maximum 750 characters. Write 700–750 for maximum coverage.
Include primary keyword naturally in the first sentence.
Include city/location in the first 2 sentences.
No promotional language (“best,” “#1,” “guaranteed” — Google can suppress for this).
No phone numbers, URLs, or emails in the description.
End with a natural CTA: “Call us today to schedule.”

Exercise — Category Scenarios

Select the right category

A dental client currently has “Health Care Provider” as their primary category and is ranking #11 for “dentist near me.” What is your recommendation?

Change primary to “Dentist” or more specifically “Cosmetic Dentist” if applicable

Keep “Health Care Provider” — it’s a valid category

✅ Change to “Dentist” or “Cosmetic Dentist.” “Health Care Provider” is too broad to match “dentist near me” searches. Specificity directly impacts Relevance.

A restaurant client asks if they should add “Catering Service” as a secondary category since they do occasional private events.

Yes — any additional category increases visibility

Only if catering is a formally offered, bookable service — not for occasional events

✅ Only if it’s a real, regularly offered service. Categories must accurately describe what the business does. Occasional private events don’t qualify. Adding inaccurate categories risks a GBP policy violation.

Training Material E GBP Category Cheat Sheet — tap to expand

E

GBP Category Cheat Sheet

Day 3 · Every onboarding · Use with GMB Everywhere

▼

Open GMB Everywhere alongside this sheet to verify live categories during advisory calls.

Vertical	Primary Category	Key Secondary Categories	H1 Keyword
HVAC	HVAC Contractor	Air Conditioning Contractor · Heating Contractor · Furnace Repair	HVAC near me · AC repair [city]
Dental	Dentist	Cosmetic Dentist · Emergency Dental · Orthodontist	Dentist near me · dentist [city]
Legal	Law Firm	Personal Injury Attorney · Family Law Attorney · Criminal Attorney	Lawyer near me · attorney [city]
Fitness	Gym	Personal Trainer · Fitness Center · Yoga Studio · CrossFit	Gym near me · personal trainer [city]
Auto	Auto Repair Shop	Auto Body Shop · Tire Shop · Oil Change · Transmission Shop	Auto repair near me · mechanic [city]
Plumbing	Plumber	Emergency Plumber · Drainage Service · Water Heater	Plumber near me · emergency plumber [city]
Roofing	Roofing Contractor	Roof Repair · Metal Roofing · Gutter Installation	Roofer near me · roof repair [city]
Landscaping	Landscaper	Lawn Care · Tree Service · Hardscape Contractor	Landscaper near me · lawn care [city]
Cleaning	House Cleaning Service	Commercial Cleaning · Carpet Cleaning · Pressure Washing	House cleaning near me · maid service [city]
Electrical	Electrician	Emergency Electrician · Generator Shop · Smart Home	Electrician near me · electrical repair [city]
Chiropractic	Chiropractor	Sports Medicine · Physical Therapist · Massage Therapist	Chiropractor near me · back pain [city]
Med Spa	Medical Spa	Skin Care Clinic · Laser Hair Removal · Botox Clinic	Med spa near me · botox [city]
Veterinarian	Veterinarian	Animal Hospital · Emergency Vet · Pet Groomer	Vet near me · veterinarian [city]
Financial	Financial Consultant	Tax Preparation · Bookkeeper · Accountant · Financial Planner	Financial advisor near me · CPA [city]

✓

Pass CriteriaTrainee writes a passing description independently. Can name all 6 Services section rules. Can recommend primary + 3 secondary categories for any vertical.

“Now that we can optimize the core fields — S3 covers the content that builds trust: photos, posts, and reviews.”

Session 3 12:00–1:15 PM · 75 min

⚠️

Response Rate SLA — 48-Hour Rule Every review — positive or negative — must receive a response within 48 hours. Google’s algorithm reads response rate as an engagement signal under Prominence. Log all review activity in Freshworks. Unresponded reviews older than 48 hours are a CRM audit failure.

Photo Strategy, Google Posts & Review Strategy

2026 photo standards · Post types · Review response framework

Photo Strategy — 2026 Standards

Type	Frequency	Priority
Work in progress / completed jobs	After every significant job	⭐ Highest — shows real activity
Team members (labeled)	When new hires or changes	High — E-E-A-T experience signal
Premises (interior + exterior)	On change, minimum quarterly	Medium — legitimacy signal
Product photos	When inventory changes	Medium — Relevance signal

Minimum: 2 new photos per week. Stale photo libraries (no new photos in 30+ days) are a measurable ranking drag in 2026.

Photo Strategy — 6 Critical Factors (2026)

Factor	Standard	Why It Matters
Volume	100+ photos outperforms <10 consistently	Higher volume = more engagement surface area. Google rewards active listings.
Recency	Photo added last week > 50 photos added 18 months ago	Freshness signals active business. Stale photo libraries decay in ranking weight.
Variety	Exterior, interior, team, work-in-progress, before/after, products	Diverse photos increase engagement and dwell time on the listing.
Authenticity	Real photos outperform stock — Google’s AI identifies stock imagery	Stock photos can trigger suppression. Always use original photography.
Geo-tagging	GPS metadata provides geographic signal — DO NOT strip metadata before uploading	Location data in photo EXIF reinforces the business’s geographic relevance.
Frequency	2× per week minimum; 30+ days inactive = ranking decay	Consistent uploads maintain Freshness signals. Gaps are penalized.

Review Response Framework

Review Type	Response Approach	Timeline
5-star positive	Brief, warm acknowledgment. Mention a specific detail if possible. Never copy-paste identical responses.	Within 48 hours
3–4 star mixed	Thank them, acknowledge the specific concern, explain what you’re doing to address it, invite them back.	Within 24 hours
1–2 star negative	Never defensive. Acknowledge, empathize, offer to resolve offline. Provide direct contact. Do not argue publicly.	Within 12 hours

🚫

Never do this in a review response Never argue with a reviewer, accuse them of lying, mention competitors, share client information publicly, or use the response to run promotions. Google can suppress your listing for inappropriate review responses.

Exercise — Review Response

⚠️

HIPAA-Regulated Clients — Review Response Rules Healthcare providers (dentists, chiropractors, med spas, therapists) must follow HIPAA (Health Insurance Portability and Accountability Act) when responding to reviews. Never confirm someone is a patient. Never reference treatments, appointments, or health conditions. Responses must be generalized: “Thank you for your feedback. We strive to provide the best experience for everyone who visits our office.” When in doubt, shorter is safer. Flag any healthcare client review responses to the CS Manager for compliance review before posting.

⏱

The Golden Rule of Review Response Respond to every review within 24 hours. Speed signals to Google that the business is actively managed. It signals to potential customers that the business cares. And it gives unhappy reviewers less time to escalate. 24 hours is the standard — not a suggestion.

Write a response

A 2-star review reads: “Waited 3 hours for a technician who never showed. No callback, no explanation. Never using this company again.”

🔑

Key PointThe right moment to ask for a review: immediately after a successful service completion, while the client is still emotionally positive. Not in a bulk email campaign. Not after a complaint. This is the difference between 40% and 5% review conversion.

✓

Pass CriteriaTrainee states photo minimum, the 6 photo factors, Google Posts cadence, and review response protocol without notes. Knows why canned responses fail.

Session 4 1:30–2:30 PM · 60 min

GBP Insights as BVIs & Health Score

gmbaudit.com · Direction requests · 2026 call button update

🔧

Tool — gmbaudit.com Free GBP health score (0–100). No account required. Target: 85+/100 by Month 3 of a campaign. Run it on competitor profiles to show clients exactly why competitors outrank them.

GBP Insights — BVI Priority

Metric	BVI Value	How to Frame It
Direction Requests	⭐ Highest	“People are actively choosing to navigate to your business — that’s purchase intent.”
Profile Views	High	“Your visibility in search is increasing — more people are seeing your profile.”
Search Queries	High	“Here are the exact keywords people used to find you — we can see where you’re gaining traction.”
Website Clicks	Medium	“3–8% CTR from profile views is normal. Here’s how yours compares.”
Phone Calls (from GBP)	Low (2026)	Only 1 in 5 Map Pack results show the call button now. Do not lead with this.

⚡

2026 Update — Call Button Disappearing from Map Pack Only 1 in 5 Map Pack results now show the call button. Phone call volume from GBP has declined as a result. Never lead with call volume as a BVI. Reliable BVIs in 2026: direction requests and profile views. This is also protection under §9.4.

Exercise — BVI Presentation

Translate this data into a client message

A client’s GBP Insights show: Direction requests +42% MoM · Profile views +28% MoM · Phone calls -8% MoM.

The client is worried because calls dropped. Write your response framing the full data picture:

🔑

Key PointBVI trend is the answer to ‘is the campaign working?’ Individual keyword positions fluctuate ±2 positions as normal daily variance. The BVI trend line is what matters.

✓

Pass CriteriaTrainee explains BVI and Health Score in plain English. Names which 3 Insights metrics matter most. Knows why call volume is no longer a primary BVI.

⚡

2026 Update — Call Button Disappearing Only 1 in 5 Map Pack results now show the call button. Never lead a client monthly review with call volume — it will show decline even on a healthy campaign. Lead with Profile Views and Direction Requests instead. Use gmbaudit.com for a free GBP Health Score (0–100). Target: 85+ by Month 3.

Session 5 2:45–3:30 PM · 45 min

Competitor GBP Audit Exercise

Live competitor analysis · Overnight assignment intro

🔍

Live exercise with your trainer Use GMB Everywhere + gmbaudit.com to audit the top 3 profiles for a real local search. Your trainer will assign the vertical and location. Goal: identify exactly why each profile ranks where it does.

Audit Framework — 5 Dimensions

Dimension	What to Look For
Category specificity	Primary + secondary category match to search intent
Photo activity	Recency and quantity of photos (use GMB Everywhere overlay)
Review velocity	Total reviews, recency, response rate
Profile completeness	Description, services, attributes, hours — use gmbaudit.com score
Website alignment	H1 mirrors GBP primary category? FAQ page with schema?

🎓

Tonight’s Assignment — Due at 8:00 AM Day 4 Your trainer will assign one real business GBP (anonymized). Complete a full audit using Training Material B (GBP Health Score Rubric) and write a 1-page Optimization Report: top 5 recommendations ordered by expected ranking impact. Submit at 8:00 AM Day 4 — you will present it.

Self Check

Audit your competitor’s #1 profile

Using GMB Everywhere and gmbaudit.com, audit the #1 ranking profile for a local search your trainer specifies. Record your findings:

Training Material B GBP Health Score Rubric — use for tonight’s assignment

B

GBP Health Score Rubric

Day 3 overnight · every onboarding · monthly check-ins

▼

Run alongside gmbaudit.com for the automated score. Target: 85+/100 by Month 3.

GBP Element	Standard	Points
Business Name	Exact match to legal name, consistent NAP across all directories	0 or 10
Primary Category	Most specific, revenue-generating. Verified with GMB Everywhere. Matches H1.	0 or 15
Secondary Categories	3–6 relevant, accurate. Each matches an H2 on the website.	0, 5, or 10
Business Description	750 characters, keyword-rich, accurate, no keyword stuffing	0–10
Services Section	All primary services listed with descriptions. Each mirrors an H3.	0–10
Photos	10+ photos. At least one added within last 30 days.	0, 5, or 10
Google Posts	Active post published within last 14 days	0 or 5
Review Response Rate	All reviews responded to within 48 hours	0, 5, or 10
Review Velocity	3+ new reviews in last 90 days. Overall rating 4.0+ stars.	0, 5, or 10
Website FAQ Page	Dedicated FAQ page with FAQPage schema markup. Replaces Q&A (deprecated Dec 2025).	0 or 5
Website Link	Present, functional, matches canonical homepage URL	0 or 5
NAP Consistency	Name/Address/Phone matches GBP exactly on website footer	0 or 5

Target: 85+ by Month 3 · Total: /100

✓

Pass CriteriaCompleted written audit submitted before Day 4. All 7 checkpoints covered. Each recommendation is specific and actionable.

7 Alignment Checkpoints

#	Checkpoint	Requirement
1	Business Name	Identical everywhere — including capitalization and punctuation
2	Address	Exact match: suite numbers, St vs Street, zip format
3	Phone Number	Same local number on GBP and website footer
4	Website URL	Matches canonical URL including https:// and www/non-www
5	Services	GBP services correspond to service pages on website
6	Business Hours	GBP and website match exactly including holiday hours
7	Schema NAP	LocalBusiness schema matches GBP character-for-character

Session 1 8:00–9:30 AM · 90 min

GBP Audit Presentations & Algorithm History

Present your overnight audit · Algorithm evolution timeline

📋

Overnight audit presentations (20 min) Present your GBP audit report. Structure: Overall Health Score → Top optimization opportunities → Recommended priority order → Expected impact. Your trainer will score using the original rubric.

Google’s Local Algorithm — History & 2026 State

Era	Primary Ranking Driver	Implication for CSMs
2010–2015 Google Places Era	Profile completeness. Fill in the fields → rank.	Simple era. No longer sufficient.
2015–2018 GBP Launch	Photos, posts, reviews. Engagement starts to matter.	Profile freshness became a factor.
2018–2021 Review Velocity	Review quantity and recency become dominant Prominence signals.	Review generation programs drive measurable results.
2021–2023 Engagement Dominant	Behavioral engagement signals (clicks, directions, calls) outweigh static profile completeness.	GPS engagement campaigns become highly effective.
2023–2025 AI Integration	Google cross-references GBP, website, reviews as a digital entity.	Website-GBP alignment becomes critical.
2026 Entity Evaluation	Holistic entity assessment: freshness, consistency, sentiment, activity. 30+ days inactive = ranking decay.	Sustained activity and NAP consistency are non-negotiable.

Self Check

Explain the timeline to a client

A client asks: “Why didn’t this work 3 years ago when I tried it with another company?” Write your response using the algorithm history.

“Now that you understand the algorithm timeline — S2 covers what Google is evaluating when it looks at a business’s full digital presence.”

Session 2 9:45–11:00 AM · 75 min

🔑

The CSM’s E-E-A-T Action List Advise clients: (1) Real project photos tagged with location. (2) Owner bio or team page on website. (3) Industry certifications listed on GBP Services section. (4) FAQ page with FAQPage schema. (5) Consistent NAP across 20+ directory citations. Each item adds a verifiable entity signal Google can read and confirm independently.

E-E-A-T & Website Quality Signals

Experience · Expertise · Authoritativeness · Trustworthiness

E-E-A-T Signals for Local Businesses

Signal	What It Means	How Local Businesses Build It
Experience	Firsthand knowledge of the service. Proves real-world practice.	Real photos of team working. Specific project examples. Before/after documentation.
Expertise	Professional knowledge and credentials in the field.	Certifications on About page. Technician profiles with credentials. Technical FAQs that demonstrate depth.
Authoritativeness	Recognized as trusted and respected by others in the field or community.	Local media citations. Chamber of Commerce membership. Links from local organizations and industry associations.
Trustworthiness	Business is legitimate, transparent, and reliable.	HTTPS, consistent NAP across all directories, active review management, LocalBusiness schema markup.

Engagement Signals — The Full Picture

Signal Type	What It Tells the Algorithm
Direct searches (by name)	Real-world brand recognition. Someone specifically sought this business.
Discovery searches (by category)	The GBP is relevant to the search query. Most valuable for Prominence growth.
Direction requests	Strong purchase intent — user plans to visit. High-value signal.
Photo views	Content quality and recency. Rewards fresh, authentic images.
Review interactions	Response rate is explicitly tracked. Non-responsive profiles are penalized.
GPS engagement (Jumper)	Real opted-in users taking authentic actions in the service area.

🎯

Competitive Dynamics — What Moves Rankings Without Us Rankings change for reasons outside our campaign: (1) Competitor launches a review campaign (20→80 reviews in 60 days). (2) New franchise entrant inherits review history from other locations. (3) Algorithm recalibration — broad updates affect positions. (4) Seasonal proximity shifts — search density changes by season. A CSM who understands this can diagnose a competitor-caused drop vs. a campaign issue.

🎯

E-E-A-T is advisory gold Most clients have gaps in at least two E-E-A-T areas. A dentist with 200 reviews but no staff profiles and no credentials on the About page is weak on Expertise. An HVAC company with certifications on the website but no local media mentions is weak on Authoritativeness. Each gap = a recommendation.

Website Quality Signals — CSM Checklist

HTTPS — non-negotiable. HTTP sites signal untrustworthy to both Google and users.
Load speed — Core Web Vitals. Slow sites suppress rankings.
Mobile optimization — Google mobile-first indexing. Must work on all screen sizes.
Consistent NAP — website must match GBP exactly.
LocalBusiness schema — confirms entity legitimacy to Google’s AI.
FAQPage schema — replaces GBP Q&A. Required for AI search answers.

Self Check

E-E-A-T audit for a real client scenario

A plumbing client has: 85 reviews (4.7 avg) · No staff photos · Certifications mentioned in description but no dedicated About page · HTTPS · No schema markup · NAP consistent.

Identify the two weakest E-E-A-T areas and write one specific recommendation for each:

✓

Pass CriteriaTrainee explains E-E-A-T in one plain sentence. Can name all 6 engagement signal types and what each tells the algorithm. Can diagnose a competitor-caused position drop vs. a campaign issue.

E-E-A-T framework

Experience (real team photos, work documentation), Expertise (service descriptions, certifications, FAQ), Authoritativeness (inbound links, press, industry associations), Trustworthiness (consistent NAP, SSL, privacy policy, real reviews with full names). Not a direct ranking signal — the framework for sustainable long-term ranking. CSMs reference it for website improvement advisory.

🚫

WarningDo not promise that E-E-A-T improvements will produce ranking changes in a specific timeframe. It’s a long-term trust signal. Wrong expectations here cause client friction in months 3–6.

Session 3 12:00–1:15 PM · 75 min

The 90-Day Breakdown & Client Misconceptions

Phase-by-phase timeline · What to say at each stage

The 90-Day Timeline — What’s Actually Happening

Phase	What’s Happening	What to Tell the Client
Week 1–2	GBP optimized, campaign launched. Algorithm begins processing.	“No ranking movement yet — this is normal. The algorithm has started processing your profile.”
Week 2–3	GPS engagement begins. Real user signals start accumulating.	“You may start to see position changes — this is the Trial Burst beginning.”
Week 3–6 Phone: 0–80%	Engagement data builds. Google re-evaluates ranking.	“Movement is real and compound — not linear. Both phases are working.”
Week 6–10	Sustained signals trigger algorithm recalibration.	“Rankings are stabilizing into the compound-growth phase.”
Week 10–13	Engagement enters Top 3 territory for the guarantee keyword.	“This is the guarantee window. We are on track.”

The Most Common Client Misconceptions

Misconception	Reality	How to Address It
“Nothing is happening at Day 30”	Day 30 is signal accumulation phase. Expected.	Show BVI movement. Use 90-day timeline. Phone charging analogy.
“I checked my ranking and I’m already #1”	Proximity bias from checking from business address.	Explain proximity bias. Show them a third-party rank tracker result from a different location.
“Ranking should mean more calls by now”	§9.4 — visibility ≠ calls. GBP quality drives conversion.	Redirect to §9.4. Show visibility BVIs. Discuss GBP optimization to improve conversion.
“My competitor is cheating”	Most ranking changes = competitor improvement.	Explain the most likely legitimate explanation. Never validate cheating theories without evidence.

Exercise — Timeline Navigation

Day 35 call

A client calls at Day 35, frustrated. “I’ve been paying for a month and I don’t see anything different. Direction requests went up a little but I’m still not ranking any higher.”

Write your full response. Use the timeline, BVI data, and phone charging analogy.

🔑

Key PointAlmost every difficult client conversation in months 1–3 traces back to an expectation not set in onboarding. The 90-day breakdown should be covered in detail on the very first client call.

✓

Pass CriteriaTrainee responds to all 3 misconceptions using acknowledge-explain-evidence. No dismissive language. Knows the client message for each 90-day phase.

5 Ranking Fluctuation Scenarios — Diagnose & Respond

Scenario	Situation	Root Cause	What to Say
A	Day 14, drops #4→#6	Normal early-phase variance	“Day 14 is exactly where we’d expect variance. The algorithm is still learning your pattern.”
B	Day 35, position 11, no movement	Too early to judge. 6–10 weeks needed.	“Position 11 at Day 75 would concern me — not now.”
C	Jumped to #1, fell to #4 (Week 8)	Recalibration phase — positive signal	“The algorithm is testing your new position. This will stabilize higher.”
D ⚠	Day 88, primary at #4, demands refund	2 days remain. Immediate escalation required.	“I’m involving my CS Leader right away — answer within 24 hours.” THEN escalate.
E	Month 4, was #2, new competitor nearby	New entrant with existing review history	“Strategy: increase review velocity, evaluate keyword targeting.”

Session 4 1:30–2:30 PM · 60 min

Ranking Fluctuation Scenarios

What happened · What the CSM says · Recalibration pattern

💡

The recalibration pattern When a keyword shows volatile daily movement (up/down/up/down), this is the algorithm testing a new position — a positive signal. It means Google is actively considering promoting the business. Frame it as progress, not instability.

Exercise — Fluctuation Scenario Cards

Tap to reveal the right response

For each scenario, flip to see what the CSM should say.

🔐 Competitor Review Burst
Competitor gets 30+ new reviews in 2 weeks

“A competitor received a surge of reviews, temporarily boosting their prominence score. Our campaign continues — here’s our current progress.”

📺 Algorithm Update
Google releases local algorithm update

“Google released an update shifting rankings across many markets — outside our control per §9.6. We’re assessing impact and will update you in 2 weeks with a clear picture.”

📍 Proximity Bias Drop
Client in suburb ranks lower for city-center searches

“This proximity factor affects all businesses equally — not a campaign issue. Your ranking for searches within your service area remains strong. Here’s the data.”

🆕 Competitor GBP Overhaul
Competitor redesigns profile, hires SEO firm

“A competitor made substantial profile improvements. Here are the specific changes I can see, and here are the response actions I’m recommending for your profile.”

⏹️ Recalibration Pattern
Keyword bouncing up and down daily

“This volatility is the recalibration pattern — Google is actively testing a new position for this keyword. It’s a positive signal that movement is coming.”

🔴 Day 92, Ranked #4
Just outside the Top 3 guarantee

Do NOT commit to a refund. Acknowledge in writing. Notify CSM Leader. Log timestamp in CRM. Explain guarantee covers Top 3, not Top 4. Check all 4 §9.3 conditions with Leader.

Session 4 continued

5 Ranking Fluctuation Scenario Diagnoses

Classify the cause · Internal / External / Algorithmic · Client plain language

📊

Why Fluctuations Happen The Map Pack updates continuously. Positions shift due to competitor activity, algorithm refreshes, proximity effects, and GBP changes. Movement is normal — panic is avoidable. A CSM who can diagnose the cause in 30 seconds earns client trust immediately.

⚠️

Classification Framework — Know This Cold Internal — something the client or Jumper did (GBP edits, website changes, campaign pauses). External — competitor activity (new reviews, new business opening, competitor GBP edits). Algorithmic — Google refresh, holiday effect, proximity shift, entity update.

Scenario Diagnosis Exercise

For each scenario below: identify the cause, classify it, and write the exact plain-language sentence you’d say to the client.

Pass: correct classification on 4/5 + at least one full plain-language explanation written out.

👑 Scenario 1 of 5

Situation: Your client was ranked #2 for “dentist near me” last week. This morning they call: their ranking dropped to #5 overnight. A quick check with GMB Everywhere shows a competitor profile received 11 new 5-star reviews in the past 7 days.

Classification: External — competitor review velocity spike
Cause: Google’s Prominence signal updated to reflect the competitor’s new review count and recency. A jump from 20 to 31 reviews in 7 days is a significant Prominence signal that temporarily outweighs your client’s position advantage.
Plain language: “One of your competitors got a wave of new reviews this week, and Google adjusted rankings based on that. Your campaign is still active and your position will stabilize. We’re watching the data — let’s talk review strategy for your account.”

👑 Scenario 2 of 5

Situation: A client who had a solid #1 Map Pack position for 3 months drops to #4 with no GBP changes. A new competitor opened 0.4 miles from the client’s location 2 weeks ago and has 30 reviews from day one (migrated from a previous business).

Classification: External — proximity competitor + high starting Prominence
Cause: The new competitor’s physical proximity + migrated review history triggered the Distance and Prominence signals together. This is a structural ranking change, not a temporary fluctuation.
Plain language: “A new business opened close to you and they already had reviews from their previous location. Google weighs distance heavily, so their proximity is temporarily affecting your position. Here’s our plan to respond.”

👑 Scenario 3 of 5

Situation: The client edited their GBP business name from “Smith Plumbing” to “Smith Plumbing & Drain Services” without telling you. Rankings for “plumber near me” dropped from #2 to unranked. Rankings for “drain services near me” improved slightly.

Classification: Internal — client-made GBP name change
Cause: The name change shifted the keyword density in the business name field. Google re-evaluated Relevance for “plumber near me” queries. Name stuffing with additional service terms can trigger a Google review of the listing.
Plain language: “The name change on your Google profile affected how Google categorizes you for plumbing searches. We can correct this — but going forward, any GBP edits need to go through us first so we can evaluate the impact before changes go live.”

👑 Scenario 4 of 5

Situation: The client’s website went offline for 3 days due to a hosting issue. Rankings held for 2 days then dropped significantly. The site is back online but rankings haven’t recovered after 48 hours.

Classification: Internal — website outage affecting website signals
Cause: Google crawls websites regularly. A 3-day outage means Googlebot likely flagged the site as unavailable, reducing Trust and Relevance signals. Recovery takes 7–14 days after the site is back online and re-crawled.
Plain language: “Google noticed your website was down and temporarily reduced your ranking as a result. Your site is back up and we’ve flagged it for re-indexing. Expect recovery over the next 1–2 weeks — this is a known pattern after downtime.”

👑 Scenario 5 of 5

Situation: Rankings dropped noticeably over a 3-day holiday weekend (July 4th). No GBP changes, no competitor changes visible. Rankings returned to normal levels by Wednesday.

Classification: Algorithmic — holiday proximity effect
Cause: Search behavior shifts dramatically over holidays. Google’s proximity weighting adjusts based on real-time searcher location patterns (more people searching from outside their local area). Rankings fluctuate and self-correct when normal search patterns resume.
Plain language: “This happens every major holiday — search patterns shift nationally and Google temporarily adjusts local rankings. It’s not something that happened to your account specifically. Rankings are already recovering and we’ll be back to baseline by midweek.”

✓

Pass Criteria Correct classification on 4/5 scenarios. At least one scenario includes a full plain-language explanation you could say verbatim on a client call. Your trainer will mark which explanations are client-ready vs. too technical.

Session 5 2:45–3:30 PM · 45 min

Plain Language Conversions & Day 4 Wrap-Up

Technical → client language · MSA preview

Technical → Plain Language

Technical Version	Plain Language Version
“Your GBP’s engagement signals have entered the compound-growth phase.”	“Google has been processing 6 weeks of consistent activity on your profile and is now actively recalibrating your ranking position based on that data.”
“The algorithm is experiencing a recalibration event due to competitive dynamics.”	“A competitor made changes that temporarily shifted rankings. Our campaign is ongoing — here’s what we’re seeing and what we’re doing.”
“Your NAP inconsistency across tier-2 directories is creating a conflicting entity signal.”	“Your business name is listed slightly differently on a few websites. We need to make them consistent so Google fully trusts your location data.”

🎯

Day 5 Preview — Certification Gate Day 5 is the MSA Mastery exam. Pass mark is 90% (9/10) — the highest bar in Week 1. One same-day retake available. Must pass before Week 2 begins. Focus tonight on the MSA Key Clauses: §9.1, §9.3, §9.4, §9.5, §9.6.

Exercise — Plain Language Practice

Convert three technical statements

Rewrite each statement in plain language a business owner would understand:

“E-E-A-T signals on your domain are weak in the Authoritativeness dimension.”

“Proximity bias is causing you to see an inflated rank position when self-checking.”

“Your citation profile has NAP inconsistencies across tier-2 directories creating entity confusion.”

✓

Pass CriteriaAll 10 terms converted without notes. Each plain-language version can be spoken in a real client sentence without prompting a follow-up question.

“Tomorrow is Day 5 — the contract, the guarantee language, and the hardest client conversations. Day 5 ends with your certification quiz. 90% to pass.”

Session 1 8:00–9:30 AM · 90 min

⚙️

§9.3 Refund — 4 Eligibility Conditions (Memorize) (1) Campaign was active for the full 90 days from launch. (2) Client cooperated with all GBP and website recommendations. (3) Client did not interfere with campaign execution. (4) Refund request submitted within 10 days after Day 90. ALL four conditions must be met. One failure = no refund eligibility.

MSA Overview — §9.1 Guarantee & §9.3 Refund

Key clauses verbatim · Four refund conditions · What triggers eligibility

⭐

Certification Gate — 90% Required Day 5’s quiz requires 9 out of 10 correct (90%). This is the highest pass mark in Week 1. One same-day retake is available. You must pass before Week 2 begins. Know these clauses cold — without notes.

MSA Key Clauses — Know These Verbatim

Clause	Exact Content
§9.1 Performance Guarantee	At least one (1) campaign keyword achieving a Top 3 position in the Google Local Search Map Pack within ninety (90) days from campaign launch. Not all keywords. Not #1. Not leads or calls.
§9.3 Refund Eligibility	All 4 conditions must be met simultaneously: (1) Campaign active for the full 90 days. (2) Client cooperated with all recommendations. (3) Client did not interfere with the campaign. (4) Refund requested within 10 days after Day 90.
§9.4 Visibility Disclaimer	We do NOT guarantee: lead generation, phone calls, website traffic, revenue increases, business growth, or customer acquisition. We guarantee VISIBILITY ONLY.
§9.5 Client Cooperation	Failure to cooperate may void §9.3 refund eligibility. Document non-cooperation in CRM: “Recommendation Follow-Through” and “Bandwidth Constraints.” This is your primary legal protection.
§9.6 Platform Dependency	Algorithm changes, competitor activity, and platform policy changes are outside our control. Cite as context, never as an excuse. Always pair with what you ARE doing to respond.

🔒

§9.3 is a four-part test — all conditions must be met simultaneously If even one condition is not met, refund eligibility does not apply. A campaign that was paused at Day 45 fails condition 1. A client who refused all recommendations fails condition 2. A client who made unauthorized GBP changes may fail condition 3. The request window closes 10 days after Day 90.

Self Check

State each clause without looking

Cover the table above and write the core content of §9.1 and §9.4 from memory:

Training Material D MSA Quick Reference Card — keep this open during Day 5

D

MSA Quick Reference Card

Day 5 onwards · Keep visible during every client call

▼

Print this card. Keep it visible during every client call in Weeks 3–4 and your first weeks on the floor.

Clause	What It Says
§9.1 Guarantee	At least ONE (1) campaign keyword in the Top 3 of the Google Local Search Map Pack within 90 days from campaign launch.
§9.3 Refund	All 4 conditions must be met: (1) Campaign active 90 days. (2) Client cooperated. (3) Client did not interfere. (4) Request within 10 days after Day 90.
§9.4 Disclaimer	Visibility optimization ONLY. We do NOT guarantee: leads, phone calls, website traffic, revenue, or customer acquisition.
§9.5 Cooperation	Client non-cooperation (refusing recommendations) may void refund eligibility. Document in CRM under Recommendation Follow-Through.
§9.6 Platform	Algorithm changes and platform policy changes are outside Jumper Media’s control. Cite as context — always pair with what we are doing.
72-Hour Window	Cancellation required 72 hours before renewal charge. All contract types. CSM never commits — escalate immediately.

✓

Pass CriteriaTrainee recites §9.1 guarantee language verbatim. Knows all 4 refund eligibility conditions. Knows the 4-step refund escalation process.

§9.1 — word-by-word

‘At least ONE (1) campaign keyword achieves Top 3 ranking within the Google Local Search Map Pack within ninety (90) days from campaign launch.’ Key points: ‘at least one’ = ONE keyword minimum. ‘campaign keyword’ = only keywords agreed at onboarding. ‘Top 3’ = positions 1, 2, or 3 — position 4 does NOT fulfill. ’90 days from campaign launch’ = not from sign-up date; document launch date in Freshworks.

🔑

Key PointThe CSM’s job with the MSA is to prevent the conversation from ever reaching a refund discussion — by setting correct expectations in onboarding and maintaining them throughout the 90 days. Prevention beats resolution every time.

Session 2 9:45–11:00 AM · 75 min

§9.4 Deep Dive — Language That Gets CSMs Fired

Never say · Say instead · Why precision matters

Never Say / Say Instead — Required Reference

❌ Never Say	✓ Say Instead
“You’ll get more calls.”	“Your visibility in the Map Pack will increase — which positions the business to be found by more people who are actively searching.”
“We guarantee you’ll rank for your keywords.”	“Our guarantee covers at least one campaign keyword reaching Top 3 within 90 days.”
“That’s Google’s fault.”	“Algorithm changes are outside our control per §9.6 — here’s what we’re doing to respond.”
“I understand.” (hollow)	“I hear that — let me make sure I understand exactly what you’re seeing before I respond.”
“Don’t worry.”	“Here’s the data on where you stand right now — let me walk you through it.”
“I’m not sure why that happened.”	“Let me pull the data and get back to you by [specific time].”

🚫

Why this matters beyond compliance Using outcome language (“you’ll get calls”) creates an implied promise that overrides the MSA. In a dispute, a recorded call where a CSM said “you’ll get more calls” can be used against the company regardless of what §9.4 says in writing. This language protects you and the company.

Exercise — Language Substitution

Replace every “Never Say” phrase

A client email says: “I was told I’d be getting more calls by now, and I thought you guaranteed I’d rank for all my keywords.” Write your response email using only approved language:

✓

Pass CriteriaAll 10 drill scenarios completed without notes. Zero never-say phrases. §9.4 explained in one plain sentence.

Commercial Terms reference

Auto-renewal: cannot be turned off — frame as a benefit (locks in their rate, 72-hour cancellation window). 72-Hour Cancellation Window: must notify 72 hours before renewal charge — escalate immediately, never commit to retroactive cancellation. Launch delay: must activate within 30 days of sign-up or promotional pricing may lapse. Cooperation (§9.5): non-cooperation may void guarantee eligibility — document all non-cooperation in CRM same day. Pause/partial: clients cannot pause mid-cycle, escalate to CS Manager.

Session 3 12:00–1:15 PM · 75 min

CS FAQ Deep Dive

Most common client questions · Escalation rules · Documentation

High-Stakes FAQ — Know These Cold

Commercial Terms — Know These Cold

Topic	Policy & Response Framework
Auto-Renewal	Cannot be turned off. Frame as benefit: locks in rate + 72-hour cancellation window protects client.
72-Hour Window	Notify 72 hours before renewal to avoid billing. CSMs must escalate immediately — never commit to retroactive cancellation.
Launch Delay	Can sign today, delay start. Must activate within 30 days or promotional pricing may lapse.
Pause / Add-ons	Cannot pause mid-cycle. Escalate to CS Manager for any partial service request.

CS FAQ Deep Dive — 7 Answers to Know Verbatim

Question	Correct Response Framework
“What if Jumper shuts down?”	Stability facts: 2016 founded, 9 years, 20K+ ranked, 4K+ clients, Verified Google Partner, 8K+ GBPs, zero suspensions.
“Can I turn off auto-renewal?”	Cannot, but it protects your rate + 72-hour window. Offer to resend renewal date.
“Can I start later?”	Yes, but must activate within 30 days of sign-up or pricing may change.
“Why no automated DMs?”	Prohibited by platforms — accounts get banned. We use genuine engagement strategy.
“Are they real people?”	Yes. Verified Google Partner. 100+ app partners. Real opted-in users. 8K+ campaigns, zero suspensions.
“I want customers, not rankings.”	Ranking is how customers find you. Map Pack is where 80%+ of local service searches click.
“Can I pause and add a service?”	Cannot pause mid-cycle. Escalate to CS Manager.

Client Question	Correct Answer Framework
“Can I pause my subscription?”	Maximum 30 days. After 30 days = cancellation + new contract required. Confirm dates in writing. Log pause start/end in CRM. Set Day 28 reminder.
“I want to cancel.”	72-hour cancellation window before next billing. Do NOT commit or process — escalate to CSM Leader immediately. Log timestamp.
“I want a refund.”	Acknowledge in writing (timestamp is evidence). Notify Leader same day. Log in CRM. Check all 4 §9.3 conditions with Leader. Never commit or deny independently.
“My friend’s business also needs this.”	Check if the original AE who closed the account is still active. Referral process is CSM-owned. Log in CRM. Introduce to AE or submit lead per internal process.
“Why am I paying if I’m not ranking yet?”	Explain the 90-day timeline. Show BVI progress. Use phone charging analogy. Confirm they’re in the expected phase. Never apologize for the timeline.

⚠️

72-Hour Cancellation Rule — No Exceptions All contract types. Active clients must cancel 72 hours before their renewal charge. If a client contacts you within 72 hours of renewal, you cannot cancel or refund independently. Escalate to CSM Leader immediately. Log the exact contact timestamp — this is your evidence.

Self Check

Escalation decisions

For each situation, decide: handle independently OR escalate to CSM Leader?

Client asks to pause their campaign for 2 weeks.

Client says they want to cancel. Today is the day before their renewal.

Client at Day 91 requests a refund and says they never ranked Top 3.

Session 4 1:30–2:30 PM · 60 min

Role Play — Refund Demand & Misset Expectations

Three scenarios · Pass/fail criteria · Automatic fail triggers

🚫

Automatic Fail Triggers (Role Plays) Agreeing to or promising a refund independently · Blaming Google or sales without a resolution path · Agreeing that the client should have received calls by now · Taking any billing/cancellation action without Leader authorization

Role Play Scenarios

Scenario	Setup	Pass Criteria
RP1 Refund at Day 92	Law firm. Ranked #4. Client demands full refund, references “the guarantee.”	Correctly states guarantee covers Top 3 (not Top 4) · Checks all 4 §9.3 conditions before any commitment · Escalates to Leader · Empathy without validating misset expectation
RP2 Misset Expectations from Sales	Day 30. Roofing company. “The person who sold me this said I’d be getting more calls by now.”	Acknowledges frustration without validating it · Redirects to §9.1 and §9.4 · Does not throw sales under the bus · Explains 90-day timeline accurately
RP3 Billing Dispute	Client emailed to cancel 36 hours before renewal (inside 72-hour window). Got charged anyway.	Does not cancel or refund independently · Confirms 72-hour window policy · Escalates to Leader · Logs contact and cancellation timestamp in CRM

Exercise — Pre-Role Play Preparation

Script your opening for RP1

Role Play 1: A law firm client, Day 92. They ranked #4 — just outside the guarantee. They’re demanding a full refund and reference the guarantee. Your trainer will play the client. Write your opening response (30–60 seconds):

💬

“This is the hardest conversation a CSM has. I’m the client. You’re 8 weeks in and I’m angry. There’s no script — handle it.”

Debrief after each

What was the turning point? What would have prevented this in onboarding? What specific phrase would you use differently?

Session 5 2:45–3:30 PM · 45 min

Additional Role Plays & Week 1 Recap

Role play RP2 + RP3 · Week 2 preview · Certification quiz

⭐

Week 2 Preview Week 2 is application-first. Every session ends with a scored, demonstrable output — a CRM record, a written email, a role play. The principle: if you can’t demonstrate it, you don’t know it. Week 1 was knowing. Week 2 is doing.

Week 1 — What You Must Know Before Week 2

Competency	Standard
§9.1 guarantee wording	State verbatim, without notes
§9.3 four conditions	Name all four in order
§9.4 scope	State clearly — visibility only, list exclusions
60-second pitch	No fail triggers. Both mechanisms. Precise guarantee.
Three ranking pillars	Name and explain each. Identify Jumper’s lever.
Three keyword tiers	Name, example, and GBP mirror for each.
Phone charging analogy	Deliver naturally — not rehearsed-sounding.
Escalation rules	Know when to handle and when to escalate. No hesitation.

📋

Training Material D — MSA Quick Reference All 5 MSA clauses (§9.1–§9.6), language never to use on calls, and say-instead alternatives. Keep this as a reference for Week 2 role plays and client scenarios.

Final Self Assessment

Rate your readiness for Week 2

For each competency, rate yourself 1–3 (1 = need more practice, 2 = getting there, 3 = confident):

MSA clauses §9.1, §9.3, §9.4, §9.5, §9.6 — can state each from memory

60-second pitch — no fail triggers in 3 consecutive rounds

Three ranking pillars — can explain each and name Jumper’s lever

90-day timeline — can walk a client through each phase naturally

Escalation rules — know exactly when to handle vs. escalate

Never say / Say instead — can substitute language without hesitation

🎶 Role play 4 — Positive renewal (Day 90)

Client: ‘Our ranking is great! What do we do now?’ Watch: celebrate the result, reference BVI report, suggest renewal/expansion, RETAIN → EXPAND → ADVOCATE framework.

🎶 Role play 5 — Trainee’s choice

Trainer gives scenario list. Trainee picks the one they felt least confident in. Run it again with the previous feedback incorporated.

🔑

Key PointWeek 1 is the foundation, not the ceiling. Every CSM continues learning on their first 5–10 live accounts. The certification proves baseline readiness.

Week 1 Training

Welcome

Welcome, Founder Story & Company Overview

The Company

CS Org Structure

Revisit Your Opening Answer

CS org ladder

Jumper Local — How It Works & Competitive Landscape

Mechanism 1 — GPS-Based Engagement

Mechanism 2 — GBP Advisory

Competitive Landscape

Fill in the Blank

Who We Serve — Client Profiles

Client Profiles at a Glance

How to Identify the Profile on the First Call

The 5 Jumper Local Client Profiles

Discovery Questions — Use on Every Onboarding Call

Identify the Profile & Approach

Industry Terminology & Glossary

Core Glossary — 14 Terms

Tap to Flip

60-Second Pitch Practice — ×3 Rounds

Round 1 of 3

Day 1 Quiz

Part 1 — What Is the Map Pack?

Part 2 — What Determines Map Pack Ranking?

🎯 Factor 1: Relevance

📍 Factor 2: Distance

⭐ Factor 3: Prominence

How Search Engines Work & The Algorithm in 2026

Algorithm Evolution — What Changed

Map Pack vs. Organic Results

In your own words

Why clients who ‘used to rank’ don’t anymore

The Three Ranking Pillars — Deep Dive

The Three Pillars

Prominence Signals — 2026 Data

NAP Consistency

Pillar identification

The Three Keyword Tiers — Citation Building

Keyword Tiers & GBP Mirroring

Citation Building

Classify each keyword

Search Intent — When the Map Pack Appears

Website SEO — H-Tags, Schema & FAQ

H-Tag → GBP Mirroring Framework

Schema Markup Priorities for Local Businesses

H-Tag audit

Portal exercise — S4 Day 2

2026 Advanced Ranking Signals

Schema Markup — 4 Types

Live Google Search Exercise

What to Look For in Each SERP

Three searches, three observations

Debrief questions — discuss after exercise

Day 2 Quiz — SEO Fundamentals

GBP Anatomy — Every Field, Every Signal

GBP Field Priority Map

Secondary Categories — High-Impact Combos by Vertical

Business Description — Outdated vs. 2026 Best Practice

Field prioritization

Portal exercise — S1 Day 3

Category Selection & Description Writing

Category Selection Framework — 2026

5 Fictional Businesses — Pick Primary + 3 Secondaries

Business 1: Emergency plumber + water heaters + drain cleaning

Business 2: DUI defense + personal injury attorney

Business 3: Dentist + Invisalign + teeth whitening

Business 4: CrossFit + nutrition coaching + personal training

Business 5: Mobile auto detailing across 3 cities

Description Writing Rules

Select the right category

Photo Strategy, Google Posts & Review Strategy

Photo Strategy — 2026 Standards

Photo Strategy — 6 Critical Factors (2026)

Review Response Framework

Write a response

GBP Insights as BVIs & Health Score

GBP Insights — BVI Priority

Translate this data into a client message