Google Maps SEO: 12 Strategies to Optimize Local Rankings

Google is the first place people turn to for guidance when searching for businesses or services. In fact, 98% of consumers search online for information about local businesses, and nearly a third conduct local searches several times a week.

To get in front of this audience, your business needs to appear prominently in Google’s map-based local search results. This involves optimizing your digital presence and letting search engine algorithms know where your business is located, what products and services it provides, and how trustworthy it is.

Effective Google Maps SEO should be a core component of your search engine optimization (SEO) strategy to increase visibility and drive potential customers to your website or store.

Why Does Google Maps SEO Matter ? 

While the internet connects you to businesses around the world, people still rely on Google to find products and services nearby. When you focus your SEO on Google Maps, you can appear in the coveted “Places” area, which highlights three businesses that satisfy a search query. This is highly desirable positioning; when your business appears at the top of search results on Google, it’s the first place that generates 44% additional click-throughs to your website.

In addition to enjoying increased visibility, businesses ranked on Google Maps offer a seamless user experience on the search results page. Customers can quickly access your location, opening hours, reviews and other details, which can increase conversion.

More than three-quarters of people searching for a local business on their smartphone have visited a physical location within a day. Nearly three in 10 of these consumers have also paid to make a purchase.

Google Maps Ranking Factors

Google aims to make search results as useful as possible, so its algorithms consider the following three main criteria when determining where businesses appear on Google Maps:

1. Relevance to Search Intent: 

Does your business offer what the searcher is looking for? Clearly define your products and services to help search engines match your business with relevant queries.

2. Distance: 

How close is your business to the searcher? Google considers the proximity of your business to the user, but even if you’re nearby, another business may rank higher if it’s deemed more relevant.

3. Prominence: 

Is your business well-known? More visible businesses or those with excellent ratings may rank higher than those with minimal digital footprints. Photos also play a role in showcasing the quality of your business.

Your website’s overall search performance impacts your Google Maps ranking. While following the strategies outlined in this article, remember that SEO best practices still apply. Ensure you implement technical, on-page, and off-page SEO on your website to help Google understand your business and rank it better on Maps.

How to Rank Higher on Google Maps?

Now, let’s put your local SEO strategy into action. The following steps will help improve your Google Maps ranking and deliver an exceptional experience to potential customers.

1- Claim and Complete Your Google Business Profile

Your Google My Business (GMB) profile is an online hub for information about your company. Details from your GMB appear as a knowledge panel on Google Search and Maps.

Google relies on your profile to gather information about your business (though they’ll also check your website for consistency). Customers also use your profile to learn about your offerings, so it’s essential to leverage this free marketing tool.

Start by checking if a profile already exists for your business. If it does, claim and verify it. If not, create one. You can find detailed instructions in our blog post on optimizing your Google Business Profile.

Once your profile is ready, fill out every section as completely as possible. The more information search engines have, the better they can match your business with user queries.

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2- Provide Accurate NAP Information

Enter your business’s name, address, and phone number (NAP). Google uses this basic information to determine your location and proximity to the user. It also cross-references your NAP with other online sources. If Google can verify your business’s legitimacy and customers can interact with you, your business is more likely to appear in searches.

Be meticulous and ensure the NAP on your profile matches what’s published on your website and other online directories. For example, avoid listing a mobile number on your GMB, a toll-free number on your website, and an office number on the Better Business Bureau.

3- Update Your Business Hours

According to Google, 54% of consumers who perform local searches on their smartphones check a business’s operating hours.

Keep your business hours updated on your profile, especially if they change during holidays or different times of the year. You don’t want to disappoint potential customers who check your hours only to find your store closed. Worse, you risk receiving a negative review that could impact your ranking.

4- Generate and Respond to Google Reviews

BrightLocal found that 76% of consumers regularly read reviews to learn about companies in 2023. Highly-rated businesses send strong trust signals to search engines and customers, showcasing the quality of their services and products.

Of course, you need to deliver an exceptional customer experience to earn these positive reviews. But as a crucial part of SEO, encourage satisfied customers to share their feedback. Google considers the quantity and quality of reviews when determining local search rankings.

When customers leave reviews, respond professionally to both positive and negative feedback to show that you value their input and are willing to resolve issues.

5- Add Photos to Your GMB Profile

Google states that profiles with images are more likely to generate directions or click-through requests to a website. Well-lit, inviting photos leave a great first impression on users. They help establish legitimacy and give customers a better idea of what your business offers.

Focus on quality over quantity and curate your photos. Choose images that showcase your facility’s interior and exterior, menu items, or products. Customers will also contribute user-generated content.

If you’re a service provider, include examples of your work whenever possible. Potential customers will look at these photos to see what you do and how well you do it, so show it off!

6- Regularly Create Google Posts (Updates)

Through your GMB, you can directly share updates and marketing messages with your customers. These posts can include a title, description, photo, and call-to-action. Use Google Posts to announce news, promote events, offer discounts, or highlight new products and services.

Regular Google Posts show that your business is active and relevant. They also provide additional context to search engines about your location and services, especially if you naturally incorporate keywords. If your niche is particularly competitive, Google Posts are a great way to stand out. Use engaging news and promotions to attract attention and drive traffic to your website.

7- Remove Any Duplicate Map Listings

To rank well, businesses should have only one business profile per location. For example, if your company moves to a new address, update your Google Business Profile instead of creating a new listing. Similarly, if you have a single business offering different types of services, avoid creating separate GMBs for each service.

Duplicate listings create confusion for search engines and customers about the accuracy and reliability of your business information. If you have reviews on both listings that you want to keep, clean up your presence on Google Maps by deleting or merging duplicate listings.

8- Optimize Your Website for Local Keywords

Search engines follow the link from your Google Business Profile to your website and crawl your web pages for additional information about your company. By incorporating local keywords into your site, you help search algorithms determine how relevant your business is to specific search queries. Here are a few tips:

• Identify keywords related to your products and services, including those used by competitors. Many local SEO tools can help you choose the right keywords to target.
• Select keywords based on search volume, competition, and your business goals.
• Create engaging, high-quality, and relevant content.
• Follow best practices to include local keywords in page titles, meta descriptions, header tags, URL slugs, and image alt text.

9- Add Local Schema to Your Website

Schema markup is a standardized code added to websites to provide search engines with important information about businesses. This helps Google accurately pull details from your website and display them as rich snippets in organic search results. These eye-catching listings can give you an edge by standing out, showcasing key information, and encouraging users to visit your website.

Local business schema allows you to categorize your business in various ways to help search engines better match it with queries. For example, you can classify your business as a food establishment, store, or health and beauty business. Within these categories, there are additional options. For instance, health and beauty businesses can be further categorized as salons, day spas, nail salons, health clubs, and tattoo parlors. Other local business schema options include address, overall ratings, geographic coordinates, service area, opening hours, and price range.

Remember, Google always crawls the web to gather information before displaying a business on Maps. Local schema helps search engines trust your business details more.

10- Embed Google Maps on Your Website

Your website’s contact page is another way to inform search engines about your business location. Include your full address as crawlable text and provide additional context with directions or references to nearby landmarks, side streets, or subway stations. Consider embedding Google Maps directly on the page to verify your NAP and make it easier for customers to find your location.

11- Acquire Local Backlinks

In addition to crawling your website, search engines look elsewhere online to verify your business’s credibility. Backlinks from reputable third-party websites to your web pages can significantly impact your ranking. Google considers the number of referring domains and the quality of these sites.

For local SEO, build backlinks from organizations and media in your community. Reach out to your chamber of commerce or local business development association, partner with small businesses that share your target audience, publish guest posts on local blogs, and sponsor charity events.

12- Edit Your Google Maps Business Listings as Needed

Google Maps SEO should be an ongoing part of your marketing strategy. In addition to keeping your basic contact information and business hours up to date, make your profile as useful as possible for customers. Add photos, respond to reviews, publish posts, and make it easy for search engines and consumers to gather information about your business.

You can edit your profile directly from the Google Maps app as long as you’re signed in to the Google account associated with your business. Note that some edits require approval from Google and may not appear immediately.

• Click on the profile picture in the top right corner of the app.
• Tap on “Your Business Profile.”
• Tap “Edit Profile.”
• Tap “Edit Business Information.” From here, you can update your contact details, location, hours, and more.

Grow Your Local SEO with Digipeak!

Your customers are searching for your products and services, help them connect with your business by ranking higher on Google Maps. Use the tips above to get started, or consult the experts at Digipeak to customize a powerful local SEO strategy for maximum visibility. Schedule a free consultation today and ensure your business stands out in the dynamic and ever-changing online landscape.