For any business with a local presence, targeting searchers looking in the area is a must and Google Maps plays a prominent part of that visibility. When someone searches for “best plumbers near me,” for example, the top 3 results in the Google Maps pack on the search results page are very important to attract calls or website clicks. But what goes into ranking there?
To start with, getting a ranking on Google Maps requires a Google Business Profile (GBP) – which used to be called Google My Business – and there are some key ranking factors that can help to optimise your listing for local SEO dominance.
Relevance: Matching User Intent
Imagine Google as a matchmaker, pairing searcher needs with the most relevant businesses. To rank highly, your GBP profile needs to clearly communicate what you offer. Here’s how:
- Accurate Business Information: Ensure your name, address, phone number (NAP) are consistent across all platforms. Include your website and choose the most relevant primary and secondary categories.
- Keyword Optimization: While keyword stuffing is a bad practice, strategically using relevant keywords in your profile description and business title can help Google understand your offerings.
Proximity: The Geography of Search
Google prioritizes businesses close to the searcher’s location. This makes sense; people are more likely to choose nearby options. While you can’t control your physical address, you can optimize your profile for local searches:
- Local Citations: Encourage customers to leave reviews on Google and other reputable directories. Citations act as online confirmations of your business’s legitimacy and location.
- Manage Your Service Area: If you serve a broader area, clearly define your service region within your GBP settings.
Prominence: Building Trust and Authority
Beyond relevance and proximity, Google considers how well-known and trusted your business is. Here’s how to build prominence:
- Positive Reviews: Encourage customers to leave detailed, positive reviews. Respond to both positive and negative reviews professionally, thanking customers for their feedback and addressing any concerns.
- High-Quality Photos: Showcase your business with professional-looking photos. Include storefront images, team pictures, and high-quality photos of your products or services in action.
- Regular Engagement: Keep your profile active by regularly posting updates, special offers, and events. This shows Google your business is active and engaged with the local community.
Bonus Tip: Go Beyond the Basics
While the above factors are crucial, don’t stop there. Consider these additional steps:
- Get Listed in Local Directories: Increase your online presence by getting listed in relevant local directories and business associations.
- Link Building: Encourage local websites and publications to link to your GBP profile. This signals trust and authority to Google.
- Mobile-friendliness: Ensure your website and GBP profile are optimized for mobile devices. Most local searches happen on smartphones.
In summary, achieving visibility in the Google Maps pack isn’t a sprint; it’s a marathon. By consistently optimizing your GBP profile and building a strong online presence, you’ll increase your local visibility and attract new customers. Remember, the more you prioritize these ranking factors, the closer you’ll get to that coveted top 3 spot.
If you’d like to know more about how you could be improving the search optimisation of your Google Business Profile, please get in touch.