Ranking on Google Maps is essential for local businesses looking to reach more local customers online. This is because a prominent position in relevant Google Maps can increase the visibility of your business, as well as converting search traffic to foot traffic to your location.
It’s important to follow a structured approach to improving your Google Maps rankings, so this guide will walk you through the aspects that you need to know to optimise this powerful local SEO strategy.
Why Google Maps SEO Matters for Local Businesses
Google Maps SEO plays such a key role in online success because it helps businesses attract customers who are in the area and therefore more likely to visit locations nearby.
This is why it can be so beneficial to pay attention to your Google Maps SEO – so that you can start to see increased local exposure, as well as high-intent audience targeting and significant mobile search advantages.
When you realise that almost half of local search users click on Google Maps results, it’s clear how ranking in the maps can deliver a powerful boost to your business.
Optimizing for Google Maps SEO
Set Up & Optimize Your Google Business Profile
The first step in optimising for Google Maps SEO is making sure that your business has an accurate and verified Google My Business listing.
When checking or setting up your GBP profile, for the best performance in Google searches you want to bear these key factors in mind;
- Take care to accurately complete your business information, such as business name, address, phone number (NAP), as well as category info. Making sure this is consistent with your other online citations is a cornerstone of good Local SEO, so it’s worth taking the time to do this well.
- Spend some time selecting the most relevant and effective category for your business.
- Complete the opening or operating hours fields with accurate, up-to-date information.
- Ensure you fully complete all the required fields, because profile completeness plays a part in your ranking results.
Add High-Quality Photos & Videos to Your Listing
The right images or videos can also help to improve both your local search rankings and your click-through rates. Good quality media uploads that reflect your business can be a great tool for increased engagement online.
Some ideas for relevant images include things like storefront or interior photos, product images, and team photos if applicable.
Uploading photos and videos regularly keeps your profile fresh and engaging, and this online activity can help boost your rankings in local search results.
Use Relevant Keywords in Your Google My Business Listing
Keywords are literally key to reaching the right customers online. You can research relevant local keywords and phrases using tools such as Google Keyword Planner. There are also some great third-party tools that can help with this important piece of the Local SEO puzzle.
When you have the right keywords for your business, make sure you use them in strategic places, such as your business description, services, and posts – but take care not to overstuff them, as this can be detrimental.
Remember to include location-based keywords for better local relevance and a better chance of ranking in Google Maps.
Encourage & Manage Customer Reviews
Customer Reviews are another important piece of Local SEO and they can really boost your chances of ranking in Google Maps. To increase the number of positive reviews for your business, get into the habit of requesting feedback and online reviews from your customers, or set up automated requests that follow up at appropriate times.
It’s important to respond to all reviews you receive – both positive and negative – as this shows that you care about customer satisfaction. It will also help to build trust and increase engagement with your business online.
Add Local Citations & Ensure NAP Consistency
Local citations are mentions of your business online, along with any pieces of info such as address and phone number. It’s vital that these citations are accurate and match the information in your GMB profile.
You can create or update citations on platforms like Yelp, Yellow Pages, and local directories, where you can make sure the NAP details are accurate. For citations from third parties, you may be able to get them to make any required changes that ensure all mentions of your business info are consistent.
Leveraging On-Site SEO for Google Maps Rankings
Optimize Your Website for Local Keywords
When it comes to Google Maps rankings, it’s important that you don’t neglect your on-site SEO, as this can impact your results. So, make sure that you optimise your business website with relevant keywords, along with location-specific words and phrases when appropriate.
Use these in your titles, meta descriptions, and on key pages. You may even want to create specific location pages, if that makes sense for your business and customers.
Add Location Pages for Multi-Location Businesses
If you run a multi-location business, it can be beneficial to create separate landing pages for each business location. To do this, create a bespoke page for each location. Include things like the address, the appropriate phone number, location-specific offerings, and contact information.
You can also make use of schema markup for these pages that can help search engines know that your website represents a local business.
Tracking & Analyzing Your Google Maps SEO Performance
Use Google My Business Insights
After the initial set-up work, it’s important to track and analyse your results to look for ways to improve what’s working or fix any problems. Use Google My Business insights to monitor key data, such as views, searches, and user actions, such as calls, enquiries, or forms. Look for info that tells you about profile views and keywords, as these can help with your future optimisation strategies.
Google Analytics and Other Tracking Tools
Google Analytics can help you to track your traffic from Google Maps and it’s a free tool that you can set up following the guides from Google. It’s a good idea to use UTM parameters to help you measure the effectiveness of GMB posts and clicks.
Because these tracking and analytics aspects are so important, there are some great SEO tools that will give you additional insights, such as SEMrush, Ahrefs or Moz Local
Common Google Maps SEO Mistakes to Avoid
These tips and tricks can all help to improve your ranking in Google Maps but it’s vital that they’re implemented carefully. Here are a few things to avoid;
- Keyword-stuffing, ie over-use of relevant keywords in order to boost SEO. This can result in SEO penalties.
- Duplicate listings – more content is not always better if it’s duplicate content which can be detrimental for SEO.
- Ignoring reviews – make sure you reply to any customers who have taken the time to leave feedback – good or bad.
- NAP inconsistency – this can really harm your rankings yet it’s such an easy piece to fix.
Better Map Rankings
Now you know why ranking in Google Maps can be so beneficial for your business, and how to optimise your online presence to take advantage of these powerful benefits. By ensuring that your online info is set up accurately, and establishing a practice of regular interaction with your profile and customers, you can help to increase your chances of appearing in the coveted maps pack. Tracking your results and adopting a continued assessment strategy will help you to turn these insights into positive results for your website and your business.