Local SEO: How to Attract Customers in Your Area through Google Maps
Your local business has a Google Business Profile (GMB) listing which appears on Google Maps. You’ve claimed your business, built your Google Business Profile with an SEO’d description, and verified ownership through the postcard method. Now what? The next step, ideally, is for local shoppers to search for businesses like yours in the area and see your listing through GMB and other map programs that use Google data.
Many local businesses struggle at this point to achieve visibility through their Google Business Profile. Even if your venue is listed, often users must search very specifically or zoom in quite close to see your pin. What’s up with that? This is the hallmark of a business with an incomplete SEO strategy for their Google Business Profile. If you want to increase your local business’ visibility on Google Maps, here’s how to up your game.
Add a Photo Gallery
- Building Exterior
- Venue Interior
- Dishes or Products
- Happy Customers
Just providing a description of your business is no longer enough. Customers want photos. Bring in a professional photographer, or a staff member with a photographer’s eye, and snap a few essential images of your business.
You will need at least one nice image of the exterior of the building and a short gallery of interior photos spotlighting your ambiance and venue space. Then photograph your products or, if a restaurant, your prepared dishes in good light. If welcomed, include a few snaps of happy customers enjoying your services. This will enrich your listing and seed the pot for further customer photos.
Link a Converting Website
Make sure your Google Business Profile website link goes to a converting landing page related to local customers. This might be your home page, menu page, or service page. You can also craft a custom landing page for Google Maps users, if this fits your business model. Your website should be where you want customers to land when they click through your Google Business Profile listing. This means that your homepage is a good choice, but you can also custom tailor a landing page that is more likely to convert those hoping to shop in person or make a local order.
Make sure your link is functional and includes the HTTPS flag, as not all GBP website links do.
Keep Your Menu Up to Date
If you have a menu, link it. If you have a product list, mention it. Keep your menu and product list updated to draw people who are searching for exactly what you have to offer. Did you know that Google can find “Waffles near me” by searching local restaurants for “waffles” on the menu? This means that the content of your website, and especially your linked menu page, plays an essential role in winning local searches through Google Maps. Make sure your menu or listings are up to date so Google can help curious local shoppers find what they need in your venue.
Improve Your Local SEO
Speaking of your website content, don’t forget to integrate local SEO keywords into every page of your domain. Once you are verified as truly occupying your location, local SEO can empower Google to suggest your business relating to each of your chosen local keywords. This is part of an area-of-service functionality so that businesses with a wider area of service will be listed for service to neighbourhoods that are further than 10 miles away.
Your local keywords are the names of towns, cities, and regional areas that are within your scope for nearby customers. While using Google area of service features can help, local SEO makes a big difference in winning search results ranking.
Connect to Booking or Orders Through Google
If possible, use one of Google’s available on-map tools to book or complete an order directly. Many people prefer to convert through Google because it’s easy and ad-free. Having that button present on your Google Business Profile listing shortens the conversion chain and increases Google’s likelihood of promoting your connected business.
Invite and Respond to Google Reviews
- Thank People for Reviews
- Offer Customer Service
- Pass On Praise to Specific Staff
When you receive reviews, always respond. Be proactive, friendly, and helpful. If you get a compliment, thank the customer. If you get a complaint, approach with diplomacy and customer service – you have an opportunity to win a turn-around and will show others your good nature in the face of issues. If the review praises a specific staff member, mention that the praise (and rewards for great service) will be passed on.
This will inspire more reviews, and review traffic is one of the key elements to increasing your Google Maps visibility.
Remove Duplicate Listings
If there are other Google Business Profile entries with your address or phone number, have them removed. These may have been added by users who wanted to leave a review or maybe legacy listings from a previous business in your location or using your phone number before it was reassigned. Removing these listings eliminates the chance of a duplicate penalty from Google and focuses related results entirely on your intended business listing.
Post Regular Google Business Profile Updates
Finally, provide regular updates to your Google Business Profile. Much like social media posts, you just need to keep this channel active to maintain “relevance” in searches. We recommend using these regular posts for small business announcements, graphics for local deals, and to slowly expand your photo gallery.
Boost Your Visibility with McAllister Marketing
At McAllister Marketing, we know what it takes to become visible, both online and in your local community. If you are a local business, a big part of visibility is your presence on Google Maps. By optimizing your Maps listing and tailoring your strategy to the needs and interests of your community, you can start competing for the top spot in your industry or sector.
Building visibility on Google Maps is easier than it sounds, but it can be a large project. Book a consultation today to increase the visibility of your local business through Google Business Profile and other platforms.