Marketing has changed, but connection hasn’t.
The Smarter Marketing @ CCL series was created to help local business owners understand how today’s AI-driven feeds work—and how small, authentic actions can make a big impact.
If you’ve ever wondered how Google decides which businesses show up in the Map Pack, AI Overview, or “Things to Do” panel — this training walks you through it.
Every photo you upload, every review you reply to, and every event you post helps Google build a digital picture of your business.
This companion handout was created for our 2025 Google Business Profile Workshop, showing exactly how Google interprets your activity, what “Entity Confidence” really means, and how to keep your listing active, consistent, and discoverable.
You’ll also find:
✅ Breakdown of Google’s layout (AI Overview, Map Pack, Knowledge Panel, and more)
✅ Deep dives into Google’s Products, Services, Events, Updates and Q&A best practices
✅ A weekly & monthly Google optimization checklist
✅ Pro tips for cross-posting between Google and Facebook
Make Every Click Count
Running ads without preparation is like pouring water into a leaky bucket. Before you spend a dollar on paid traffic, your digital foundation must be solid.
This guide from Smarter Marketing @ CCL walks businesses through identifying broken links and outdated profiles, cleaning up online listings, and strengthening visibility so every click has a clear path to conversion. Learn how optimization first — advertising second — protects your budget and builds lasting momentum.