Google Maps SEO – Why Optimising for Google Maps is Important
Unleash the Power of Local SEO: Attract More Customers with Google Maps SEO
Why should you optimise your website to rank highly on Google Maps?
Optimising your online presence is crucial for attracting customers and driving business growth. One aspect that cannot be overlooked is Google Maps SEO, which can significantly impact your visibility and discoverability in local search results.
Whether you're a small brick-and-mortar shop or a large enterprise with multiple locations, mastering the art of Google Maps SEO can propel your business to new heights. In this comprehensive guide, we'll explore the essential strategies and techniques to enhance your Google Maps rankings and ensure your business stands out in the crowded online arena.
for more information on why your Google Business Profile is important you can read our previous blog on this topic:
Understanding the Importance of Google Maps SEO
Google Maps has become a go-to platform for consumers seeking local businesses, products, and services. With its user-friendly interface and seamless integration with Google Search, Google Maps offers a convenient way for potential customers to find and connect with nearby businesses. Importantly, people searching Google Maps for services are often looking to purchase or contact a supplier at the time of searching as they are often ready to buy at that moment.
The Benefits of Optimising for Google Maps
By optimising your Google Maps presence, you not only increase your chances of appearing in local search results but also provide valuable information to users, such as your address, business hours, reviews, and contact details. This heightened visibility can translate into increased foot traffic, higher engagement, and, ultimately, more sales.
Claiming and Optimising Your Google Business Profile
Your Google Business Profile (GBP), formerly known as Google My Business, is the foundation of your Google Maps SEO efforts. This profile acts as a digital storefront, allowing you to showcase your business's essential details and engage with customers. To get started, claim and verify your GBP listing, ensuring that all the information, including your name, address, phone number (NAP), business category, and hours of operation, is accurate and up-to-date.
Once your GBP is claimed and verified, take the time to optimise it by adding compelling descriptions, high-quality images, and engaging posts. Encourage customers to leave reviews, as positive reviews not only build trust but also contribute to higher rankings in local search results.
Need help setting up your Google Business Profile?
If you need help setting up or managing your Google business profile, the Overt Digital Media team can help you. Just complete the form below, and we will be in touch shortly:
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Keyword Optimisation for Local Relevance
Just like traditional SEO, keyword optimisation plays a crucial role in Google Maps SEO. Conduct thorough keyword research to identify the terms and phrases your target audience uses when searching for businesses like yours in your local area. Incorporate these keywords strategically throughout your GBP listing, website content, and off-site citations to signal relevance to Google's algorithms.
However, be mindful not to overuse keywords, as this can be perceived as keyword stuffing and potentially harm your rankings. Strive for a natural integration of keywords that provides value to users while aligning with Google's guidelines.
What keywords should you optimise for?
Understanding what keywords, or search terms, you should target in your efforts to get to the top of Google is essential, but it is not as simple a question as you might think. Choosing the best keywords for your SEO strategy is a balancing act between the search volumes, the likelihood of being successful, and there being enough commercial intent behind the search.
The Best Keywords for Your Business
There is no point in optimising for a keyword that no one searches for or one that is so generic that there is no commercial intent behind the search.
For example, the keyword Web Designer has over 4,000 searches per month, but there are many, many reasons someone could search for that term. Changing that term with a geographic or commercial modifier such as ‘Web Designer in Bournemouth’ or ‘How much does Web Designer charge’ significantly reduces the search volume but not only makes it an easier keyword to rank for there is also significant commercial intent behind those searches.
For a comprehensive guide on keyword research, you can read our previous blog on this topic
Building a Robust Citation Profile
What are Citations
Citations are online mentions of your business's NAP information across various directories, websites, and platforms. Consistent and accurate citations act as trust signals for search engines, reinforcing the legitimacy and credibility of your business. Ensure that your NAP details are consistent across all citation sources, as discrepancies can negatively impact your local rankings.
Actively manage and build your citation profile by submitting your business information to relevant local directories, industry-specific listings, and reputable online databases. This not only strengthens your online presence but also makes it easier for potential customers to find accurate information about your business.
Leveraging Google Reviews and Engagement
Google reviews play a pivotal role in your Google Maps SEO strategy. Positive reviews not only enhance your credibility and trustworthiness but also directly contribute to higher local rankings. Encourage satisfied customers to leave reviews by providing clear instructions or links to your GBP listing. Respond promptly and professionally to all reviews, addressing both positive feedback and constructive criticism.
Additionally, actively engage with your audience by regularly publishing updates, offers, and relevant content on your GBP. This engagement demonstrates to Google that your business is active and committed to delivering a positive customer experience.
Ultimately, Google wants to deliver ‘good’ results for any given search as they know that if people have a positive experience they will return and continue using Google. A key metric of how Google measures what is ‘good’ are the number and quality of reviews you receive.
Encouraging people to leave you positive reviews should be a key element of your marketing and SEO strategies.
Additionally, you should reply to all reviews left on your Google Business Profile. Not only is it polite, but it also helps build your reputation and will increase the click-through rate to your website.
How to Deal with Negative Reviews
This is true even for negative reviews. Not only does this allow you to try to rectify any issue, it allows you to have your side of the story heard by potential customers. However, always be polite and reasonable when responding to negative reviews, regardless of how unfair or unwarranted the negative review may be.
Regularly update your Google Business Profile
Your Google Business Profile isn't just a static listing; it's a powerful tool for keeping your customers engaged. The "Post" feature allows you to share real-time updates, exciting events, and enticing special offers directly with potential customers on Google Maps and Search.
Here are a few ways you can leverage this feature:
Announce New Products or Services:
Is your bakery offering a seasonal treat? Let everyone know with a mouth-watering picture and a brief description.
Promote Upcoming Events:
Having a customer appreciation day or a workshop? Create a post with details and encourage people to RSVP.
Highlight Special Offers & Discounts:
Running a limited-time sale? A post showcasing the offer can grab attention and drive traffic.
Share News & Behind-the-Scenes Content:
Give your audience a glimpse into your business with team member introductions, new equipment, or community involvement.
Remember to keep your posts informative, engaging, and visually appealing with high-quality photos or short videos. By consistently sharing updates and special offers, you'll stay top-of-mind with potential customers, encourage repeat business, and ultimately drive sales.
Optimising Your Website for Local SEO
While your GBP is the cornerstone of your Google Maps SEO efforts, your website also plays a vital role. Ensure that your website is optimised for local SEO by incorporating relevant keywords, creating location-specific content, and implementing local schema markup. This structured data helps search engines better understand and display your business's information in search results.
Furthermore, embed Google Maps on your website's contact page, providing users with a visual representation of your location and making it easier for them to find and navigate to your business.
Building Local Backlinks and Partnerships
Off-site signals, such as backlinks and partnerships, contribute significantly to your overall Google Maps SEO strategy. Collaborate with local businesses, organisations, and influencers to exchange backlinks, co-create content, or participate in local events and sponsorships. These efforts not only boost your online authority but also increase your visibility within the local community.
Additionally, seek opportunities to earn high-quality backlinks from reputable local directories, publications, and industry-specific websites. These authoritative links act as endorsements, signalling to Google that your business is trustworthy and relevant in your local market.
Monitoring and Continuous Improvement
Google Maps SEO is an ongoing process that requires consistent monitoring and adaptation. Regularly review your GBP insights, website analytics, and local search rankings to identify areas for improvement. Stay updated on the latest Google algorithm updates and industry best practices to ensure your strategies remain effective and aligned with search engine guidelines.
Understanding how your Google Business Profile is performing is crucial for ongoing optimization. The "Insights" section within your profile provides valuable data and analytics to help you track your progress and make informed decisions.
Here's what you can glean from Your Google Business Profile Insights:
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Customer Engagement
See how many people are searching for your business on Google Maps and Search, along with how many view your photos, clickthrough to your website or request driving directions
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Top Searches
Discover the most common search terms people use to find your business. This helps you tailor your profile content and offerings to match customer intent better.
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Photo & Post Performance
See which photos and posts generate the most interest, allowing you to understand what resonates with your audience and tailor future content.
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Calls & Website visitors
Track the number of calls and website visits driven directly from your Google Business Profile.
This helps you measure the direct impact your profile has on generating leads and sales.
Embrace a data-driven approach, analysing customer feedback, engagement metrics, and conversion rates to refine your tactics and deliver an exceptional user experience. Continuous optimisation and a commitment to providing value to your customers will ultimately drive long-term success regarding Google Maps SEO.
SEO Tools to Monitor Your Google Maps SEO
There are many tools on the market that can help you monitor your performance on Google Maps. One of the best tools is Local Falcon, which tracks your Google My Business listing's rank in various locations. Local Falcon simulates Google searches from multiple points around your business, giving you a clear picture of how you appear to potential customers in different areas. This insight is particularly helpful for companies looking to attract customers from a wider geographic area. Additionally, Local Falcon allows you to monitor your competitor's rankings, enabling you to identify areas for improvement and develop strategies to outrank them in local searches.
Below is a screenshot of a report from Local Falcon, which shows Overt Digital Media's ranking for the keyword of 'SEO Agency'. This report shows our position on Google Maps for that search term throughout the Bournemouth and New Forest regions.
Utilising the SEO Report to Outrank your Competitors
A report from Local Falcon goes beyond simply showing you your ranking. It delves deep into your Google My Business profile and the broader local SEO landscape, providing actionable recommendations to propel you towards local search dominance. Here's how a Local Falcon report empowers you:
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Optimising your business categories:
Local Falcon acts as your category consultant. It analyses your chosen categories and compares them to your competitors. This can expose any blind spots. The report might suggest adding relevant categories to showcase your services, ensuring potential customers searching for your services can easily find you.
Conversely, it might identify unnecessary categories that could be confusing and lead searchers astray.
With Local Falcon's guidance, you can ensure your category selections are laser-focused, attracting the right kind of local traffic.
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Learning from your competitors
Knowledge is power, and a Local Falcon report equips you with valuable intel on your top local search competitors. It reveals how their Google My Business profiles are structured, including the categories they've chosen, the reviews they have accumulated, and their posting habits.
This knowledge is a goldmine. You can identify areas where you can differentiate yourself and potentially outrank them. For example, suppose a competitor has a lacklustre review response rate. In that case, you can seize the opportunity to shine by consistently responding to your customer feedback and showcasing your commitment to exceptional service.
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Harness the power of reviews
Local Falcon doesn't just show you your reviews; it analyses them. It can identify trends in your customer reviews, both positive and negative, which sheds light on your strengths and weaknesses.
The report might highlight areas where customers consistently praise you, allowing you to double down on those winning strategies. Conversely, it can pinpoint recurring customer concerns you can address. By understanding customer sentiment, you can take targeted action to improve your offerings and address any pain points.
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Complete your Google Business Profile
You should view your Google My Business profile as your shop window on the digital High Street.
A Local Falcon report acts as an inspector, ensuring your window display is attractive and informative. It will check if you've filled out all the essential sections of your profile, including descriptions, photos, and operating hours.
Local Falcon can recommend areas for improvement to ensure your profile is comprehensive and informative, enticing potential customers to step inside (or, in this case, click through to your website).
Take a data driven approach to your SEO Strategy
Following the data-driven recommendations in a Local Falcon report, you can refine your Google My Business profile and local SEO strategy for optimal results. Local Falcon empowers you to see where you stand and illuminates the path to local search domination.
Only One Piece of the SEO Puzzle
However, it's important to remember that Local Falcon is just one piece of the puzzle. While monitoring your ranking is crucial, effective optimisation requires ongoing work on your Google My Business profile. This includes claiming and verifying your listing, ensuring your profile is complete and up-to-date with accurate information, responding to reviews, and regularly posting engaging content. By combining a monitoring tool like Local Falcon with consistent optimisation efforts, you can significantly improve your visibility on Google Maps and attract more local customers.
If you would like to understand where your business ranks on Google Maps, you can request a free report by completing the form below:
Request your Free SEO Report
A Final Word on Google Maps SEO
To stay ahead of your competition, mastering Google Maps SEO is no longer an option but a necessity for businesses seeking to thrive in the local market. By implementing the strategies outlined in this guide, you can enhance your visibility, attract more customers, and ultimately drive growth for your business.
Remember, Google Maps SEO is an ongoing process that requires dedication, patience, and a willingness to adapt to changing trends and algorithms. Embrace this journey, stay committed to delivering exceptional customer experiences, and watch as your business soars as you finetune your local search strategy.
About Overt Digital Media
Overt Digital Media is one of the leading digital marketing agencies in the Bournemouth, Christchurch, and Poole region. Based in Christchurch, on the edge of the New Forest, we specialise in helping companies throughout the BCP, New Forest, and Southampton areas design and implement effective digital marketing strategies.
We build, manage and optimise high-performing websites and implement highly effective search engine optimisation strategies. Our websites have an Artificial Intelligence engine built into their content management system (CMS). This personalises the content and user experience for each website visitor, which has been shown to convert up to 19% more visitors into customers.
Our SEO strategies combine industry-leading SEO tools with highly experienced SEO consultants to deliver excellent results very quickly.
If you would like a free SEO Audit on your website, please click on the link below:
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