Step-by-Step Google Maps Marketing Instructions
The top organic results are no longer the sole technique to get onto Google’s first page.
And they might not even produce the most conversions for local businesses.
That’s because, for any query with a local purpose, the Google Maps Pack is likely to appear at the top of the SERP.
As a result, showing up in one of those three Map Pack results is a fantastic opportunity for any service area or brick-and-mortar local business.
In this post, I’ll show you step-by-step how to rank in Google Maps and increase your local SEO.
What is Google Maps marketing, and how does it work?
The practice of enhancing your Google My Business profile to rank better in relevant Maps search results is known as Google Maps marketing.
It’s an important element of the local SEO puzzle that can help local businesses rank higher in organic search results.
Why is it so important for local businesses to use Google Maps marketing?
One of the most efficient ways for businesses with physical locations to get noticed online is to appear in Google Maps for their desired keywords.
This is why:
- Over the last two years, searches for “near me” or “close by” have increased by more than 900 percent. (Using the Chat Meter)
- 97 percent of search engine users look for local companies on the internet. (Ardent)
- Consumers who conducted a local search visited a retailer within five miles in 72 percent of cases. (Marketing Statistics from HubSpot)
- Only 7% of non-local searches resulted in a sale within a day, whereas 18% of local smartphone searches resulted in a purchase within a day. (Consider Google)
- 78 percent of smartphone searches that are based on location result in an offline purchase. (Search Engine Optimization Tribunal)
- Local searches result in purchases in 28% of cases. (Image courtesy of Joel House Search Media)
- On the first page of local search results, 92 percent of searchers will choose businesses. (Nectafy)
- Within a day, 88 percent of shoppers who conduct a local search on their smartphone visit or call a store (Nectafy)
Furthermore, the days of including a location modifier in a search to view local results are long gone.
Google now filters the results it shows for each query based on the searcher’s location.
This implies that map results are triggered for more queries than ever before – even if the searcher hasn’t specified a specific place.
Consequently, whether your company is a tiny brick-and-mortar or a multi-location franchise, failing to appear in Google Maps means missing out on one of your most important lead generation opportunities.
What is Google My Business, and how does it work?
Google My Business is a free service that allows you to maintain your Google Business Profile, which appears in Google Search and Maps.
It contains vital information about your business, such as its name, address, and website.
Your Google Business Profile can also include a description of your company and links to your social media accounts once you’ve claimed and optimized it.
Even if you haven’t claimed your Google Business Profile (which you can do through your Google My Business account), Google may still display information about your company that it has indexed from other sources.
If you want to appear at the top of Google Maps for your desired keywords, make sure you claim a Google Business Profile that already exists for your company.
The Most Important Factors in Google Maps Ranking
Three criteria affect how high up the local results your business ranks, according to Google’s official guidance on how to boost your local rating on Google:
Relevance
Your Business Profile will rank better for a query if it is relevant to it.
Including as much information as possible in your Business Profile can help you rank for the most relevant searches.
Distance
If you search for ‘dentist’ on your desktop or mobile device, Google will assume you’re looking for a dentist nearby and provide a Google Map Pack with results.
Prominence
Businesses that are “more prominent in the offline world” are “likely to be prominent in local search results,” according to Google.
It also claims that more reviews and favorable ratings,’ as well as ‘your position in web results,’ are factors in prominence.
As a result, if your company is a well-known brand both online and offline, you’ll have the best chance of ranking in Google Maps and Map Packs.
Checklist for Google Maps Marketing
While you can’t control how far a searcher is from your business, you can boost your relevance and prominence in Google Maps.
To improve your chances of ranking at the top of Google Maps results, check off each item on this checklist.
Create and verify your profile.
To build or claim your Google Business Profile, go to Google My Business.
You’ll be asked to provide basic business information such as your company’s name, address, phone number, and website.
After that, you’ll need to confirm your business via postcard, phone, email, or Google Search Console.
If you’re creating a Business Profile for a brand-new company, you’ll need to send a postcard.
If your company has been existing for a long, it’s possible that Google has already created a Business Profile for it.
So, Google your firm to see whether it already has a Business Profile.
You may claim this listing by clicking the ‘Own this business?’ link, then filling out your profile and confirming that you are the owner.
SAB declaration
Not every company has a physical location to which clients can be directed.
A service-area business, such as a locksmith, for example, works in numerous areas rather than just one.
If this is the case, choose the option to display the areas you serve rather than your business address.
You’ll be able to show your consumers the areas you cover.
Choose a few service regions.
This is where you can list the many places where your company provides services so that the relevant individuals can find you.
It’s worth noting, though, that while Google will utilize this information to determine who sees your profile, you’ll often only rank for the city or location nearest to your company address.
Complete contact information for the company
Include your company’s phone number and website in this part so that people may learn more about you and contact you if they have any questions.
If you don’t have one yet, you can say so or use the Google My Business platform to create one for free.
Subdivisions and categories are subcategories of a larger category.
One of the most crucial tasks is to choose the principal business category for your listing, as this will assist Google to understand what you do and who would be interested in your services.
This is a simple approach to improve your relevance for a certain term: choose a marketing agency as your business category, and you’ll be significantly more likely to appear in a local search.
Your main category will receive the most attention from the search engine, but you can add subcategories to highlight additional services or items you provide.
Remember, categories should be used to define what your company is rather than what it does or sells.
Menus for service
On your Google My Business page, you can list the exact services or goods you provide.
You can add a service, product, or menu to your account by going to the “info” area and logging in.
Then, under the most relevant category, you can list any offerings.
You may also include descriptions and prices to provide more information to potential clients.
Using keywords to target
Include the keyword you’re seeking to boost your relevancy for the searches you want to appear in the Map results.
This will not only inform Google about the type of service you provide, but it will also attract people’s attention as they browse through the results.
As a result, make sure your business description contains your keywords.
However, do not append them to your company name, as this is an obvious case of keyword stuffing, for which Google will penalize you.
Photos
“Businesses with photographs are more likely than businesses without photos to receive inquiries for driving directions to their area, as well as clicks through to their websites,” Google says.
Make sure to include your logo and images of your location in your Google Business Profile.
Take a look at this example from Aspire Wellness, a local weight reduction clinic that even included beautiful before and after photographs in their GMB profile!
This is an excellent example of a local business harnessing the power of GMB photographs.
Customers will be more confident in their ability to discover your business, which will build their faith in your brand and encourage them to visit your location.
Posts on Google My Business
You can also use Google My Business to boost sales, publish updates and news, and engage customers through postings.
Text, photos, and videos can all be included in these postings, which appear on your profile.
They’re an excellent approach to distinguish your Google Business Profile.
Section with questions and answers
On a Google Business Profile, anyone may ask and answer questions about your company.
This information is visible to the public on your profile, so it’s critical to respond to any of these questions intelligently and professionally as soon as possible.
Conclusion
You should improve your Google Business Profile to rank in the local map pack if you want to bring more traffic and leads to your local business.
You’ll be well on your way to ranking higher for your most valuable product and service-based keywords if you follow the methods provided in this tutorial.
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