Local SEO for Small Businesses: How to Appear in Google Maps
If you’re a small business owner, showing up in Google search results can make a huge difference in sales and how many people know about your business (brand awareness). Even more important is showing up in Google Maps. Think about it, how often do you search for a “coffee shop near me” or “plumber in Gainesville, GA”? Your potential customers are doing that every day. If your business doesn’t appear on that map, you’re missing out.
Just like everything with Google, the listings that appear in Google Maps are determined by an algorithm that decides which businesses show up and in what order. In our world, your profile that ranks on this page is your Google Business Profile (GBP). It is simply a business listing, but the way you manage it and the reviews tied to it can make or break your visibility. The good news is that with a few strategic steps, you can take control. Here’s how to appear in Google Maps and ensure your business not only shows up but stands out.
Table of Contents
1. Claim and Verify Your Google Business Profile
Before you can do anything else, you need access to your listing. This is step one and non-negotiable. Most small businesses already have a listing on Google, even if they didn’t create it. If your business is already listed, you’ll need to click on the link in the listing that says “Own This Business?” and start at step 3 below (Verify your listing). If your listing does not exist, you’ll need to start here:
- Create or log in to your GBP account: Go to Google Business Profile and sign in with your Google account.
- Enter your business details: Name, address, phone number, and website. Accuracy is key, these details should match exactly what’s on your website.
- Verify your listing: Google now requires video verification for most businesses. You will need to record a short video showing proof of your business. This may include:
- Your business signage and entrance
- Interior of your location
- Equipment or staff performing services
If you’re not sure how to gain access to an existing listing or handle the new video verification process, Nick wrote a fantastic step-by-step guide on gaining access to your Google Business Profile. His guide walks you through claiming ownership and submitting verification properly.
Verification is critical. Without it, you cannot manage your listing or show up prominently in Google Maps searches. The process can feel cumbersome, and sometimes you may even have to complete it more than once. The video you film uses GPS coordinates and other tools to confirm that you are physically at the business and authorized to represent it. The system is powered by AI, and while it should make things easy, it does not always work on the first try. Do not give up, because this step is essential to gaining control of your account. Once you are verified, you unlock the ability to fully optimize your profile and get discovered by local customers.
2. Keep Your Name, Address, and Phone Number Consistent
This might sound obvious, but it is actually really common for businesses to have conflicting information online. It could be different versions of your name (Forum, Forum Communications, Forum Communications LLC, Forum Comms, and so on) or outdated details like an old address or phone number that were never corrected. Google looks for consistency, and it puts more trust in businesses that show up the same way everywhere.
- NAP matters: That stands for Name, Address, and Phone number. Make sure this information matches exactly everywhere it appears: your website, social profiles, local directories, your Google Business Profile, and every other platform where your business is listed. Consistency is key.
- Why it matters: Inconsistent information confuses both Google and your customers. Misspellings, old phone numbers, or outdated addresses can hurt your ranking or lead a customer to the wrong location.
Consistency builds trust, and trust builds visibility.
3. Align Your Services and Products to Your Website
Your Google Business Profile has a section to list services. This is not the time to get creative or vague. You want your services to match what’s on your website.
- If you offer “residential plumbing,” do not just say “plumbing.” Say “residential plumbing.”
- If your website mentions “vegan catering,” make sure it is listed the same on GBP.
Matching products and services does two things: it helps Google clearly understand what you offer, and it reassures potential customers that your business provides exactly what they are searching for. The same goes for products if you sell them online. Include product names, images, prices (if available), and descriptions so everything lines up.
At the end of the day, it all comes back to consistency.
4. Add High-Quality Photos
Photos are more than just eye candy. They are conversion tools. Businesses with quality images see more clicks, calls, and visits. Make sure the pictures on your Google Business Profile are clear, professional, and give people a real sense of your business.
- What to include: Exterior shots, interior photos, staff, products, and service action shots.
- Update regularly: Google rewards fresh content. New photos mean new engagement.
Tip: Use real people and showcase your actual services in action. Authentic photos build trust and credibility, while stock images often feel generic and can undermine your brand.
According to Google, businesses with photos receive 42% more requests for directions and 35% more website clicks. That is not something you want to ignore.
5. Collect and Respond to Reviews
Reviews are the heart of local SEO. They influence rankings, build credibility, and can tip someone from browsing to buying.
- Ask for reviews: After a positive customer experience, encourage them to leave a review on Google. A simple prompt like, “We’d love for you to share your experience and mention the service you used and your neighborhood,” can go a long way. When customers include their location and the specific service they received, it gives Google more context and helps your business appear in relevant local searches. Reviews written while the customer is physically in your area are even stronger, since they reinforce your local presence.
- Respond to every review: Thank people for positive reviews and address negative ones professionally. Responding shows that you value customer feedback, and it signals to Google that your business is active and engaged.
- Why it matters: Google notices engagement. Businesses that actively manage reviews not only appear more trustworthy but also rank higher in local searches. Reviews were one of the main reasons a client experienced improvements in visibility across their service areas, moving from lower search rankings to seeing significant movement and top 5 results in their market (see visual below).
A strong review presence isn’t just SEO, it’s social proof. By encouraging detailed, location-specific reviews, you boost your visibility and give potential customers confidence that your business is exactly what they’re looking for.
6. Keep Your Information Current
Business hours change, offerings evolve, and you may run seasonal promotions. Keeping your listing up to date matters.
- Update hours for holidays.
- Adjust services if you add or remove offerings.
- Refresh your business description if needed.
Google favors active listings. A stale or outdated profile can hurt your visibility and frustrate potential customers.
7. Use Google Posts
Google Posts let you share updates, offers, or events directly on your listing. They are a simple way to engage your audience and show Google that your business is active.
- Share promotions, new services, or events.
- Include images or videos for higher engagement.
- Think of it as mini social media posts that show up in Maps and search.
8. Monitor Insights
Google provides insights about how people find your business, including clicks, calls, direction requests, and more. These insights help you understand what works and what does not.
- If a lot of users click for directions, make sure your address is prominent.
- If calls spike after a post or photo update, keep doing that.
Insights are your guide to continuous improvement.
9. Ensure a Mobile-Friendly Website
Many local searches happen on mobile devices. A slow or non-mobile-friendly website can frustrate users and hurt conversions, even if you rank high. To optimize your site for mobile:
- Use a responsive design so your site looks great on any device.
- Keep load times fast to prevent visitors from bouncing.
- Make service pages easy to navigate for a smooth user experience (UX).
- If you’re interested in a mobile-friendly redesign, we offer website design and development services tailored to create a seamless UX for your visitors.
Google rewards seamless mobile experiences, so prioritizing mobile can improve both rankings and user satisfaction.
10. Build Local Citations
Beyond Google, make sure your business is listed in reputable localized directories like Yelp, Yellow Pages, and industry-specific sites. Each citation builds authority and signals legitimacy to Google. Even getting local backlinks from your local Chamber of Commerce or various sponsorships provides further reputation signals that can provide value in your locale.
In addition, use industry-specific directories when possible. Listings on niche sites often carry more relevance and can improve search visibility in your target market, which can create opportunities locally and beyond.
Some lesser-known but valuable places to list your business:
- Bing Places for Business – Reach people searching beyond Google.
- Foursquare – Great for discovery, especially for restaurants, shops, and service businesses.
- Apple Maps / Apple Business Connect – Important for iOS users searching nearby.
- Angi (formerly Angie’s List) – Trusted for service businesses, and reviews here can also impact rankings.
- Better Business Bureau (BBB.org) – Adds credibility and authority.
- Local Chamber of Commerce / City Directories – Listings with trusted sources like the Greater Hall County Chamber of Commerce provide backlinks, local exposure, and help establish authority in the community.
Wrapping It Up
Local SEO is a marathon, not a sprint. By claiming and verifying your listing, keeping NAP consistent, aligning services with your website, engaging with reviews, and regularly updating your profile, you will improve your chances of showing up on Google Maps and in front of the right customers.
If you are unsure about gaining access to your Google Business Profile or navigating the new video verification process, Nick’s step-by-step guide has you covered: Gaining Access to Your Google Business Profile. For more advanced strategies to rank higher in Google Maps, check out Nick’s article on 3 Major Strategies on How to Rank in Google Maps, which dives deeper into ranking tactics, reviews, and optimization tips that complement everything covered here.
If managing all of this feels overwhelming or you’d rather not do it yourself, the team at Forum Communications can help you set up, optimize, and maintain your local SEO presence. Stay active, stay engaged, and watch your business thrive in local search results.
The secret to better performance is management and ensuring you have a strategy in place to take advantage of the tools available to you. We’re here to help you through it.
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