No matter your industry, there’s a good likelihood that your client base widely uses Google Maps to find businesses and products. As such, you want to ensure that you are one of the first options to appear when someone searches for your niche. This will lead to more clicks and, therefore, more revenue.
Learning how to rank on Google Maps is a crucial part of any local SEO strategy. As such, any business looking to grow or even maintain its reach will want to have a strong Google Maps SEO strategy.
What is Google Maps Marketing?
Google Maps marketing refers to the process of optimizing your business so that you appear on Google Maps. The goal of this type of marketing is to rank higher on Google Maps, boosting your website’s visibility and traffic.
Focusing on your Google Maps ranking is crucial because many people use it to find businesses nearby. In fact, almost 70% of smartphone users say they most frequently use Google Maps to search for businesses. On top of that, Google reports that 83% of Americans report searching online before visiting a store.
Benefits of Ranking Higher on Google Maps
Given these benefits, it’s even more important to complete a Google Maps ranking check and implement a strategy.
Most Local Searches on Mobile Devices End in Conversions
70% of consumers will visit a store because of information they found in online searches. This gives you even more opportunities to make sales. In fact, about 28% of local Google Maps searches lead to purchases.
Most Customers Use Local Search to Find Businesses
The vast majority of people (86%) will use a local search, such as Google Maps, to look for businesses that fit their needs. From there, they make quick decisions based on online reputations, credibility scores, and reviews.
Local Searches Are Common
People use Google regularly in their daily lives and 46% of searches on the platform are location-based. If you don’t focus on your Google Maps ranking, you can miss out on these searches.
Google Maps is Interactive, Allowing for Actions in a Few Clicks
People can see your listing on Google Maps and just click it to instantly get directions that will bring them to your business. Or they can choose to call you in the same number of clicks. These features make it more convenient for potential customers to reach your business.
To improve your business’s ranking on Google Maps, you must first understand Google Maps ranking factors. This lets you focus your efforts, leading to better results with your Google Maps keywords and marketing.
There are three main Google Maps ranking factors that the algorithm uses.
If the keywords you use for Google Maps more closely match the query, your business will rank higher. You can help your business with this ranking factor by ensuring your Google Business Profile is fully filled out with accurate, detailed information. Otherwise, your appearance in local search results based on this factor will mostly depend on whether potential customers make relevant searches.
If your business is physically closer to the user, you will rank higher. You can’t do much to control this other than ensure your address is listed correctly. Having the right address on your Google Maps profile ensures you get the relevant traffic.
If your business has a more visible online presence, higher ratings, and a better reputation overall, it will rank higher. This will likely be your primary focus with your Google Maps optimization efforts. That is because there are multiple courses of action to take, such as posting content, building backlinks, and running review campaigns.
The results of a Google Maps ranking check will also depend on several other factors, including the following.
Google Business Profile Signals
Optimizing your strategies for Google Business Profile signals will involve following best SEO practices for your business profile. In other words, keep your information up-to-date, respond to questions and reviews, encourage reviews, and post regularly. You also want to use important, relevant keywords in your Google Business profile, such as in the business description.
Link signals are a result of your backlinks. You can improve this with a backlinking strategy that includes techniques like creating high-quality content and writing guest posts.
Improve your review signals by asking customers to leave reviews as well as responding to reviews, both positive and negative reviews.
10 Steps to Rank Higher on Google Maps
Now that you know which factors can affect your Google Maps ranking, it’s time to look at the specific methods you can use to improve your Google Maps SEO strategy.
1. Add Your Business to Google Maps
You can’t rank on Google Maps unless you are listed on the platform, so take a few minutes to confirm that your business appears there.
Start by navigating to Google Maps and entering your business’s name in the search bar. If your business doesn’t appear, select “Add a missing place.” You will be asked to fill out the following information:
- Business name
- Business category
- Location
After entering the information, you can select “Send.” You’ll receive an email when the listing is approved.
2. Add Your Business to Google Business Profile
While you can technically rank on Google Maps without a Google Business Profile (formerly Google My Business or GMB), this is not easy, and you will miss out on other benefits that come with the profile. On top of that, your Google Business Profile is one of the most significant factors affecting your Google Maps ranking.
Claiming your business profile starts with the same process as confirming you are listed on Google Maps. Search for the business name in the app or on the website. When your business appears, click on “Claim this business.” You will be brought to your Google Business Profile where you can update details and business information about your company. You will also likely be asked to verify the business through several options.
As a bonus, this will also help your ranking on Google Search.
3. Add Photos to Your Google Maps Business
As you confirm that all the information on your Google Business Profile is accurate, you also want to add photos. Photos will improve engagement, including shares and clicks.
4. Get More Google Reviews
Google Reviews will affect your business’s prominence, one of the main ranking factors that Google looks at. As such, you need to encourage customers to leave positive reviews on your profile.
The simplest method of getting reviews is to ask customers. Many satisfied customers will be happy to do so if you just ask. To further encourage customers to give you reviews, make it easy for them to do so. For example, you can text or email a link that takes the recipient directly to the review form.
Keep in mind that when it comes to reviews, Google pays attention to the number of reviews, your review score, and the keywords in the review. A simple way to encourage customers to naturally use keywords in their reviews is to ask questions that include the products or services you are targeting.
5. Optimize Your Website
Optimizing your website will encourage organic traffic to it, boosting its rankings on search engine results pages (SERPs). Start your optimization efforts by adding local keywords. Consider “near me” keywords or keywords with your city name. You should also consider using keyword research tools to select phrases to optimize for.
Another good starting place for website optimization is to ensure your website is responsive. This means that it will work on any device, regardless of screen size. In today’s world, your website needs to be mobile-friendly.
You can take your optimization a step further by adding schema markup. This will make it easier for Google’s crawlers to find the relevant information on your website. From there, use both on-page and off-page SEO techniques to rank higher in the SERPs.
6. Embed Google Maps Information on Your Contact Us Page
Embedding a Google Map on your website’s Contact Us page is another part of website optimization and digital marketing. As a bonus, it helps Google recognize that your website is the location in question. This is also a great spot to provide driving directions from nearby places, such as local attractions or the airport.
The only caveat to keep in mind is that heavy usage of the Google Maps API does require a small fee. However, many businesses find that this is well worth it.
7. Update and Audit Name, Address, and Phone Number Listings
You’ve already ensured that your company’s name, address, and phone number (NAP) are correct on your Google Business Profile. But you should also make sure the information is accurate in other directories and citations. Google views it highly favorably when this information is consistent. While you’re at it, confirm you have accurate business hours as well.
8. Build Local Backlinks
We mentioned that link signals are one of the local search ranking factors for Google Maps, and backlinks will help you build this signal. The key here is to get high-quality, locally relevant backlinks.
Think of your business contacts and other businesses in the area. If you and another local business or even a local pack each include backlinks to each other, this can improve your reputation and your connection with the location – even if you are in different industries.
Another good option for backlinks is to engage with your local community. For example, you can sponsor local events or form partnerships with other businesses. As a bonus, being engaged with the community will also improve your prominence, one of the main ranking factors for Google Maps.
9. Post Regularly to Your Google Maps Business Profile
Regularly posting on your Google Business Profile will make Google see you as more active. Google prioritizes active businesses, so this will boost your search engine ranking. Some great ideas for content include events, updates about your business, special offers, and more.
10. Track Your Rankings
As with any other aspect of marketing, monitoring your Google Maps ranking will ensure that you know where you stand and can make necessary improvements. There are various analytic tools, including some built into Google, that make this easy to do.
The Power of Reviews in Local SEO and Business Growth
Reviews are one of many ranking factors for Google Maps, but they’re a factor you can’t afford to overlook. They are essential for improving your business growth as well as your ranking. They are also a key part of the decision process of potential clients.
Podium automates the process of getting more reviews, making it easy to improve your Google Maps rankings and grow. With Podium, you can get more reviews and more business for you. Savvy business owners use tools like this to improve their online reputation and ranking on Google Search and Maps.
