When you type a keyword into Google, you often see three business listings and a map. When Google believes your search is local, it shows you local listings in response. Type a particular business or even a general keyword like “burgers,” and you’ll have a handy selection of the closest locations that provide what you’re looking for. From choosing what to eat in an unfamiliar part of town to finding an emergency locksmith, Google Maps is the saviour of many customers in new locations. It has benefits for your business, too; you just need the right Google Maps SEO to put you on the map. When done right, focusing on local SEO for Google Maps means increasing web and foot traffic for your business, leading to an increase in conversions. You can tap into your local market and establish yourself as an authority in your field. You just need the right strategies.
As a full-service digital marketing agency, Anchor Digital has helped many purpose-driven businesses succeed. If you’d like to rank higher on Google Maps but aren’t sure where to begin, here’s how to boost your local rankings and why you should do so.
The Importance of Local SEO for Google Maps
Why is it so important that you appear on Google Maps? Here are the main reasons it’s so beneficial for your business:
It improves local search rankings
One of the factors on which Google bases its local results is how closely your Google Business Profile (GBP) matches what your potential customers are looking for. It’s important to fill out and optimise your profile to appear in local search results.
It drives traffic to your website
Having a Google Maps presence means more visitors to your site. Web users are 70% more likely to visit a site with a GBP and 50% more likely to buy something once they’ve arrived.
It builds trust and brand authority
A Google Business Profile improves your reputation as a credible resource worthy of trust. People are 2.7 times more likely to see you as a reputable business if they see your information on Google Maps.
It displays important business information
A GBP lets you display your phone number, physical address, website and other important details. These are all vital pieces of information that potential customers will be looking for when they search for you online.
What Factors Affect Ranking in Google Maps
There are three main factors to your Google Maps SEO that affect how well you rank:
Relevance
Google prioritises listings that are most relevant to the searcher’s intent. Show potential customers that you can provide what they need by including detailed descriptions of your products and services, as well as quality images.
Prominence
Prominence is how well-known your business is. Factors like the number of reviews, average review rating, and the details of your online business information affect your prominence in search engines. To increase your own prominence, encourage your customers to leave reviews, follow best practices for on-page SEO and create helpful optimised content.
Distance
Distance is the SEO ranking factor you have the least control over unless you decide to move your business. It simply refers to how far away you are from the searcher’s location. If your business is in Brisbane, you’ll be most visible to Brisbane-based searchers in your geographical area.
How to Improve Local Ranking in SERPs
Like the rest of your rankings, you can improve your map rankings with best-practice Google Maps SEO. Here’s how to rank higher on Google Maps and increase your success:
Claim and complete your Google Business Profile
The first step to improving your Google Maps SEO is to set up your Google Business profile or claim the unverified one that Google creates. Type your business name into Google to see if a profile exists already. If it does, you can verify it and update it with all your relevant information.
Optimise for local organic search
Most potential shoppers look at a business’s online presence before they head into the shopfront in person. You can make your business listing more visible to local customers by making sure you include local information in your content, keywords, and meta tags. If you have franchises in different locations, create separate location pages for each. Make sure you optimise for mobile devices, as people will look for you on their phones.
Post content and photos
It’s important to post regular updates to your GBP to increase your visibility. Google rewards sites with higher visibility. Some examples include events, promotions and new arrivals and releases.
Manage and respond to reviews
Google pays attention to both the number of reviews you receive and how proactive you are in responding to them. Some tips for responding to reviews: Thank customers for their positive feedback and address the issues they raise in the negative. Use a professional tone and keep your response clear and concise.
Put the Google Map on your contact page
Adding your Google map to your ‘Contact Us’ page makes it more valuable and spares customers from clicking away from your site to pinpoint your location.
Ensure a consistent NAP
Your NAP is a shorthand term for the three most important pieces of information on your GBP and website: your name, address, and phone number. To prevent confusion and ensure people can easily contact you, it’s vital to keep your NAB consistent across all channels.
Build local backlinks
Backlinks or inbound links are when you have links on relevant third-party websites that link back to yours. This further validates your business as Google treats backlinks as “votes of confidence”.
Add local business schema
Schema is structured data you can include in the HTML source of your homepage so that you become more prominent in local search results.
Mind your SERPs and long-tail keywords
Long-tail keywords are very specific search phrases that tend to have lower search volume. By using location-specific words in them, you can target local customers with precision.
Use the power of paid ads
Paid ads can put your name, business number, ratings and reviews at the top of Google’s search results, where they can collect more leads for you. Make sure you clearly define your service areas so Google’s ads reach people in your area.
Improve Your Ranking in Google Maps with Anchor
Anchor is a Brisbane-based full-service creative agency with a simple yet effective approach to SEO. Instead of optimising anything and everything just because it’s there, we dive deep into your website to uncover what’s effective and what needs work. We’ll help you find out what your potential customers are looking for and how to solve their problems with a multifaceted approach that incorporates the latest developments and timeless principles that have always worked.
Whether your marketing strategy merely needs a few tweaks or a full ground-up rebuild, we can assist you with services like brand strategy, brand positioning, workshop facilitation and customer and market research. We’ll help you identify your Unique Selling Proposition (USP), collect data on your target demographics and keep up with changes in your industry.
If you want to improve your Google Maps SEO, search engine rankings, social media presence or any other vital element of your digital marketing, contact the Anchor team.
