In today's digital age, getting your business found and chosen by potential customers is critical and online advertising offers countless ways to invest. However, with the majority of customers relying on Google to find local businesses and a rise in “near me” searches, Google Maps marketing has become one of the most efficient ways to capture market share as a local business.
Google Maps marketing is the strategy of leveraging Google Maps to make your business easier for customers to find and choose. With local businesses in mind, we’ve put together a list of effective Google Maps marketing strategies to help you attract customers and grow your local reach.
Why Google Maps Marketing Matters for Local Businesses
Every month, Google records 3 billion searches for hotels and over a billion searches for clothing stores, with many users visiting a local store the same day. Google Maps also leads the navigation market, with 67% of smartphone users relying on it. Consumers are more than twice as likely to use Google to find a local business as any other site, and 75% of clicks go to the top three organic search results the “Google Map Pack.”
These trends highlight the power of local SEO (search engine optimization) in digital marketing. Local SEO is the process of optimizing your content to rank higher than local competitors in search engine results pages (SERPs). Claiming your business on Google Maps and optimizing it through local SEO can raise your rankings and increase conversion rates.
Key Google Maps Ranking Factors
To successfully optimize for Google Maps, it’s essential to understand how Google determines rankings. Here are three primary factors:
- Relevance: This measures how well your business listing matches a user’s search terms. To improve relevance, make sure your Google Business Profile accurately describes your products and services and includes keywords in your business description and categories.
- Distance: This factor looks at the proximity of your business to the user’s location. Ensure that your physical address is correct on your Google Business Profile, and include nearby landmarks or attractions to improve visibility for local searches.
- Prominence: Prominence refers to how well-known and reputable your business is in the area. Encourage reviews on your Google Business Profile and build a positive online reputation by being listed on other directories and local platforms.
How to Create Your Google Business Profile
Before diving into your Google Maps marketing strategy, set up a Google Business Profile. Here’s how:
- Visit the Google Business Profile page.
- Click “Sign in” and use your Google account to log in.
- Search for your business to claim it or create a new listing.
- Follow prompts to complete your profile with accurate business information.
If you need help, check out Google’s guide to adding your business to Google Maps.
6 Google Maps Marketing Tips to Optimize Your Google Business Profile
To ensure that your business is at the top of search results, follow these optimization tips:
1. Complete Your Business Profile
A complete Google Business Profile boosts your visibility. Fill in all available fields in your profile, including:
- Cities Served: List specific areas to improve ranking in those regions.
- Business Categories: Add relevant categories for broader reach.
- Business Hours: Help customers find you by ensuring hours are accurate.
Google prioritizes accuracy, so check that your contact information, location, and other details are correct. Even minor inaccuracies can affect your ranking. For example, businesses in the U.S. that use USPS standardized addresses may rank higher than those that don’t.
2. Add High Quality Photos
Images increase engagement with your business listing. In fact, 32% of marketers say that images are crucial for online visibility, and Google Maps is no different. Adding photos can attract users and improve your Google Maps SEO. Ensure your photos are clear and showcase your business in a positive light.
Add metadata to your images for a subtle SEO boost. Metadata includes details such as location tags, which can help Google associate your photos with your business’s physical address. Many smartphones already add location metadata to photos, which is helpful if you upload directly from your device.
3. Collect Reviews
Online reviews are crucial for local businesses. 88% of consumers say that reviews impact their decision to try a local business, with many willing to travel farther for higher rated services. Reviews play a major role in search rankings and boost your visibility on Google Maps.
Here’s how to encourage reviews:
- Use SMS Invites: Text reminders prompt customers to leave reviews and are more effective than emails.
- Create a Shortcut Link: Send customers a direct link to your Google review page to simplify the process.
- Respond Promptly: Respond to reviews, especially negative ones, within 2 hours. Show that feedback matters to you.
- Make Improvements: Show customers that you listen by implementing suggested changes.
- Use Reputation Management Tools: Platforms like Podium can simplify review collection and management.
4. Use Relevant Keywords
Incorporate keywords into your Google Business Profile to rank for “near me” searches. For example, a contractor could use “construction services near me” or “kitchen remodel in [location]” as keywords. Include keywords in your business description, labels, and categories where appropriate.
To generate keyword ideas, start by combining your service with your location. You can also use a keyword tool, such as Google’s autocomplete or Ahrefs’ Keyword Explorer, to find search terms with low difficulty and high volume.
5. Create Local Search Ads
For faster results, consider investing in Google’s local search ads. These ads promote your listing to the top of Google Maps, guaranteeing more visibility on mobile and desktop. Although there’s a cost per click, local search ads drive more visits, calls, and clicks, which can be a worthwhile investment.
6. Verify Your Business
Verification confirms your business’s legitimacy on Google Maps and makes your profile appear higher in search results. Verification is typically done through phone, email, or mail. While this step alone won’t guarantee top rankings, it strengthens your business’s credibility and can improve your position in the local map pack.
Making Google Maps Work for Your Business
When you prioritize Google Maps marketing, you’re investing in a digital strategy that drives local customers to your door. With most searches taking place on Google, optimizing your profile and listing will give you a competitive edge in attracting and retaining customers.
Take advantage of each opportunity to boost your profile whether it’s adding photos, collecting reviews, or verifying your business and turn Google Maps into a lead generating tool for your business.
