When you’re trying to find a lunch spot in an unfamiliar neighborhood or need a mechanic for a flat tire, where do you turn? For many, the answer is Google Maps. These days, it’s a popular choice for discovering local businesses and making informed buying decisions.
So, how can local businesses improve their ranking where consumers are increasingly looking for local products and services?
Here’s a guide with ten steps to help local businesses rank higher, drive more traffic, and secure more customers through Google Maps.
1. Claim and Complete Your Google Business Profile
The first crucial step to enhancing visibility on Google Maps is to claim and optimize your Google Business Profile (formerly Google My Business). This can be done by searching for your business name on Google or Google Maps, and verifying your listing if not already done. Once logged into your Google account, you can edit your listing directly from the search results.
Being a Google property, your Google Business Profile provides a primary signal to Google about your business’s existence, with the information assumed to be accurate and up to date. Google will cross-reference these details with those it finds on your website and other local directories.
2. Post Linked Content (Including Photos)
After claiming your Google Business Profile, it’s important to maintain activity. Google gives more visibility to active businesses on Maps, so it’s crucial to post regular updates to your profile. These updates can include special offers, events, relevant blog posts, or general updates about your business. Including photos in your updates is encouraged, as visuals are more likely to boost user engagement. Also, incorporate links in your posts, ideally directing to main product or service pages on your website.
3. Optimize Your Web Presence for Local Organic Search
To rank well on Google Maps, ensure your website and external content are optimized for your local audience. Start by performing a local SEO audit to focus on keywords, content, and linking. Your website should be structured for easy Google crawling, and content should include relevant, locally-focused keywords and logical links. Websites must load quickly and provide seamless navigation on all devices, as many searches begin on phones.
4. Use Local Business Schema
Leveraging local schema helps businesses structure their content for easier Google crawling and indexing. It covers many business details already in your Google Business Profile. Simplifying Google’s validation of your location increases the likelihood of your business appearing prominently on Google Maps.
5. Embed the Google Map on Your Contact Us Page
While not explicitly confirmed, embedding a Google Map on your website likely aligns with Google’s format preferences. This ensures a consistent user experience for searchers, which any business aiming to please its customers should strive for.
6. Manage Your Reviews
Google tracks not only the volume of reviews but also how a business responds to them, whether positive or negative. Address negative reviews promptly, as this can demonstrate your business’s commitment to customer service. Reviews on your Google Business Profile are particularly influential for Google Map rankings. Encourage customer reviews after successful product or service delivery.
7. Update Local Listings/Citations with Your NAP
Ensure your Name, Address, and Phone Number (NAP) are consistent and accurate across your Google Business Profile, website, and other online sources. These citations validate your business to Google and your audience. Search your business online to find where your details are listed and update them as needed.
8. Build Local Backlinks
Similar to NAP consistency, secure backlinks from relevant local websites to your primary web pages. These links validate your business from local and service perspectives. Ensure listings in local directories are in the correct categories. Aim for “follow” links, which Google tracks to your content, from non-paid sources like partner or industry-related sites.
9. Engage with Your Community
Google considers community involvement when determining a business’s local presence and authority. Engagement can include event sponsorships, partnerships, and participating in local organizations. This not only enhances your community standing but also increases potential mentions and links in local publications.
10. Monitor Search Rankings and Long Tail Keywords
Monitor your progress in Google Maps and the standard search engine results pages for your target keywords. Use Incognito Mode for manual searches or employ rank monitoring tools. Focus on long-tail keywords like "near me," "best," and "affordable," combined with your service description for better local rankings over time.
Putting Your Business on the Google Map
Now, take action to establish your local business on the map. Building authority and expertise online is similar to doing so in the real world. Google favors businesses providing the best answers to customer queries, maintaining a strong community presence, and delivering consistently excellent service. If this describes your business, it’s time to make your move.
Additional Resources:
- 50+ Business-Building Local SEO Tactics for SMBs
- Local SEO: New Google Local & Google Maps Features That Boost Marketing [Podcast]
- A Guide to Local SEO
Featured Image: BestForBest/Shutterstock
