Turn “near me” searches into loyal customers: 9 Google Maps marketing tips

Attracting new customers often hinges on a strong online footprint. But simply having a website isn’t enough. 

Here at Birdeye, we work with over 150,000 businesses, and our 2024 data on the state of Google Business Profiles (GBPs) highlights the importance of an optimized online presence:

✅64% of businesses have claimed and verified their GBPs, and those who do are reaping significant rewards. 

✅Verified businesses average 1,803 monthly views, putting them directly in front of potential customers searching for local businesses like yours. 

✅Each verified profile generates an average of 200 clicks/interactions and 66 monthly direction requests. 

Imagine the impact on your bottom line: Verified businesses see an average of 50 monthly calls from their Google Business Profiles. That's up to 595 potential new customers per year reaching out to you directly simply because you've optimized your Google Maps presence. 

These numbers speak for themselves - Google Maps marketing is a powerful tool for local businesses to thrive. 

By investing in strategies to improve your Google Maps marketing, you can establish yourself as a leader in your local market.

This blog post will equip you with the knowledge to do just that. 

What is Google Maps marketing?

Google Maps marketing is leveraging Google Maps to increase the visibility and searchability of your local business. 

This is important for businesses of all sizes, but specifically for local businesses. The search term “near me” is often used when searching for a service or product on Google Maps.

Why do “near me” searches matter?

The way people search for local businesses has fundamentally shifted. Mobile technology has made it easier for consumers to search for what they need “on the go.” Instead of generic searches, people increasingly use phrases like “best dentist near me” or “coffee shop open now near me.”

Download the [Free Guide] Get Google reviews: A no-nonsense guide  

Role of local SEO and “near me” searches in Google Maps marketing

Local SEO is critical for visibility on Google Maps. Google’s ranking factors for the local pack/map listings heavily favor businesses that have optimized their online presence for the geographic areas they serve.

“Near me” searches have exploded in popularity due to the rise of mobile and on-the-go consumers looking for nearby businesses and services. When someone searches “restaurants near me” or “plumbers near me,” Google prioritizes the map listings and local pack results.

To capitalize on “near me” searches, ensure that:

1. Your GBP data is comprehensive and up-to-date (accurate name, address, phone, categories, hours, etc.)
2. You’re generating and responding to Google reviews regularly, as this impacts local ranking signals.
3. Your website has location pages and localized schema markup that can be done with geofencing marketing. 
4. You have built citations/listings across major directories and eCommerce review sites to strengthen their NAP consistency.
5. You are targeting localized keywords, including cities, neighborhoods, and “near me” style phrasing.
6. Your local content marketing efforts focus on locally relevant topics and areas served.

The better optimized a business is for local search and “near me” queries, the more likely it will appear in Google’s coveted map pack results during proximity-based searches. This visibility is key for local customer acquisition.

Benefits of "near me" searches for businesses

✅High purchase intent audience searching for your local business now.
✅Well-optimized listing improves visibility in coveted "near me" top spots.
✅Online reviews and complete listing build credibility, winning over prospects.
✅Capture more local traffic and sales by dominating map results.

Core areas of Google Maps marketing

Imagine your GBP as a physical store on a busy street. Google Maps marketing is like decorating your storefront to attract attention, making it easy for customers to find what they need and keeping them engaged once inside.

Here are some key areas how your business gets impacted by Google Maps marketing:

• Focus: Reach local customers searching for businesses like yours nearby.
• Foundation: Claim and optimize your Google Business Profile (GBP).
• Strategies: Techniques like profile optimization, user engagement, content creation, and paid advertising can improve your ranking and attract customers.

Doing all of this benefits a business by increasing visibility, improving local SEO ranking, promoting direct customer engagement, and driving more foot traffic or online business.

In the following sections, we’ll discuss each of them in detail. 

Focusing on Google Maps marketing’s ranking factors

Google Maps marketing depends on three key ranking factors: Relevance, Distance, and Prominence. Optimizing for each factor increases your visibility in local searches and attracts more customers. Here’s a breakdown of each factor and how to leverage Google Maps marketing for both local and multi-location businesses:

1. Relevance: Matching the user intent

Relevance ensures your business shows up in searches related to your products or services. Google considers factors like keywords, business categories, and user search behavior.

Tips on how to optimize for local businesses:

• Identify local keywords relevant to your business. 
• Highlight the USPs that make your business stand out.  

Tips on optimizing for multi-location businesses:

• Create separate GBPs for each one if you have multiple locations.
• If you operate in multiple regions, create localized descriptions in the relevant languages and tailor content to the specific area’s needs. 

2. Distance: Putting you closer to customers

Distance is a straightforward factor. Google prioritizes businesses physically closer to the user’s search location, especially for “near me” searches.

Tips for optimizing your business:

• Ensure your Name, Address, and Phone number (NAP) are consistent across all online directories and your website. This strengthens Google’s understanding of your physical location. 
• Consider creating location-specific Google Posts for each branch (multi-location) or highlighting local delivery areas (local) in your description.

How to change business location on Google Maps in 4 easy steps

3. Prominence: Building trust and credibility

Prominence reflects how well-established and reputable your business is. Google considers factors like reviews, citations, and user engagement. 

Tips on how to optimize your business: 

• Politely ask satisfied customers to leave positive reviews on your GBP. 
• Get listed in high-quality local citation directories relevant to your industry. 
• Respond to reviews and use the Google Q&A section to build trust with potential customers.
• Track key metrics like views, clicks, and calls to understand user behavior and identify areas for improvement in your profile.

Our customers, their stories:

“48.91% of our website visitors come from Google, so keeping our info up-to-date is important. Birdeye makes updating our listings quickly across Google and other big sites easy, helping us stay accurate online and keep our customers happy.”

Carissa Newton, Director of Marketing, Cunningham Restaurant Group

Boost Google Maps marketing by claiming and optimizing your Google Business Profile

Google Maps reigns supreme as the go-to platform for potential customers searching nearby.

But how do you ensure your business shows up when someone searches for a service or product you offer in your area? This is where creating your Google Business Profile (GBP) becomes the critical first step to Google Maps marketing success.

What is a Google Business Profile?

Your Google Business Profile is your free online listing on Google Maps and Google Search. It’s the digital storefront that showcases your business information, including:

• Business name
• Address
• Phone number
• Website address
• Category (e.g., dentist, restaurant)
• Opening hours
• Photos
• Customer reviews

How to claim your GBP in 3 easy steps

1. Search for your business on Google Maps or Google Search.
2. Select “Own this business?” from the listing options.
3. Follow the steps to verify you’re the owner.

Once claimed, start optimizing your business listing.  

9 tips to excel at Google Maps marketing 

Once you’re focused on correcting ranking factors and have laid a strong foundation, you can perfect your GBP account by following these tips to help you excel at Google Maps marketing. Here are our top nine recommendations that we follow at Birdeye, too: 

1. Fill out everything with accurate details and relevant keywords, and include high-quality photos.
2. Generate reviews from satisfied customers and share them on Google Posts. 
3. Stand out during local events or festivals by creating a Google Maps post promoting your participation.  
4. Ensure your profile and website are mobile-friendly and optimized for voice search on Google.
5. For businesses with physical locations, create a virtual tour using 360° Google Business photos within your Google Maps profile so that users can explore your space. 
6. Consider Google Local Service ads to display your business at the top of searches.
7. Post video tours to highlight your team, products, services, or special offers using the “Local Offers” section to showcase limited-time promotions or discounts.
8. Collaborate with local social media influencers in your industry to promote your business through their Google Maps reviews.
9. Don’t just inform; encourage action! Include clear calls to action (CTAs) in your posts, prompting users to visit your website, purchase, or leave a review.

Common challenges businesses face with Google Maps marketing and our recommended solutions

Here are some common challenges businesses face with Google Maps marketing and our recommended solutions:

How Birdeye does Google Maps marketing

I have to say there’s no doubt why Birdeye is considered one of the top businesses doing the correct Google Maps marketing. 

Don’t just believe what I’m writing; we have proof that shows:

✅Complete and updated business information 

✅Responding to all reviews 

✅Sharing visually appealing content 

✅Featuring honest customer feedback 

✅Answering all questions of our potential customers 

✅Announcing upcoming event details to engage

Our customers, their stories: 

“Our online reviews have increased exponentially! As a result, we’re getting more business because we know our potential customers make buying decisions based on current customer reviews. It’s a cycle — and it works!”

Gina Svendsen, Director of Marketing, Affordable Family Storage

Frequently asked questions about Google Maps marketing

Dominate Google Maps marketing with Birdeye’s all-in-one CX solution

By doing the above, you can ensure improved business presence and higher ranking in customer searches. 

However, managing all aspects of Google Maps marketing can take time and effort. This is where Birdeye’s all-in-one customer experience platform solves your problems. 

With Birdeye Reviews, you can generate, manage, and market your reviews as the platform empowers you to:

✅Automate review requests 

✅Monitor reviews on 200+ sites

✅Translate reviews and respond 

✅Turn reviews into social posts 
in one click

✅Use AI-assisted review prompts to personalize your replies and much more!

With Birdeye Listing, you can effortlessly create and manage 50+ business information from a centralized dashboard and: 

✅Be found everywhere people search

✅Delegate AI to write SEO-friendly descriptions

✅Stand out on Google with your own personalized Birdeye profile

✅Use all of Google’s in-built GBP management services like Google Posts, Google Q&A

✅Get listed on Apple Business Connect 

✅Track and optimize your performance

        
This blog post is part of our Google Maps Marketing Guide 
                  
Google Business Profile: how to optimize yours
            
10 tips for using Google maps marketing to get local customers
Google My Business website – everything you need to know 
            
How to Grow Your Business with Google Maps Marketing
            
8 easy steps for Google Maps optimization
            
How to get your business on Google Maps
Google small business marketing tools you need to succeed
How to Rank Higher on Google Maps 
          
Optimize Google My Business for lead generation 
            
How to claim a business on Google 
        
Google Maps Marketing Related Training        
            
5 Google algorithm and search updates to know in 2022
            
Google Maps' New Rating Filter Explained 
            
A short guide to the Google My Business app 
            
Your guide to Google Local Service Ads