Every Google user has their favorite app, and for me, it’s definitely Google Maps. Of course, Google Now is seriously impressive, especially with RankBrain constantly making it smarter. But Google Maps is different. It’s one of the apps that Google has poured the most effort into perfecting, and the amazing results speak for themselves.
I’m proud of my pretty good sense of direction, but I still use Google Maps constantly. Who knows where we’d be without Google’s GPS data guiding us everywhere? We’d probably be driving off cliffs, or wandering lost in empty fields, judging by Apple Maps’ struggles to match up (sure, it’s gotten better, but it’s still pretty bad). Google Maps is easily one of the most useful tools Google has ever created, but it’s more than just a way to navigate without those terrible paper maps or (even worse) asking strangers for directions – it’s a marketing powerhouse.
In this article, we’ll explore how digital marketers can (and should!) integrate Google Maps marketing into their overall strategy. We’ll go over the must-do features and essentials, plus some clever lesser-known tricks to help customers discover your business.
What Exactly Is Google Maps Marketing?
Put simply, Google Maps marketing means leveraging Google Maps’ features to make your business easier for customers to find. While this is obviously useful (and expected) for big companies, it’s even more critical for smaller businesses. But it’s not just about being visible on a map – it’s about strategic positioning, and not just where your physical store is located. Done right, Google Maps becomes a key player in your digital marketing game plan.
Why Bother with Google Maps Marketing?
This isn’t just about ranking higher within Google Maps itself. It’s about grabbing those top spots in local business listings that show up on relevant Google searches. Let’s break down what that actually means.
Location, Location, Location: Proximity-Based Google Maps Results
The first type of Google Maps listing is all about where you are right now. Thanks to mobile search volume increasing, these location-based searches (and their Google Maps results) are becoming more and more common. If you’ve ever looked for a specific business type on your phone, you’ve probably seen something like this:
In this example, I searched for “bookstores” and got these results. Barnes & Noble snagged the top spot with its PPC ad, and it’s also the top organic result (maybe due to high search volume, smart SEO, or the sad decline of physical bookstores). But we’re really interested in those Maps results.
Just like PPC ads follow the ad rank formula to determine their position, Google Maps listings are prioritized by how close you are to the user, with “A” being the closest and most prominent. “B” and “C” are backup options if I want more choices.
You’ve likely seen this yourself. Google Suggest often nudges mobile users towards “near me” searches, especially on phones. This screenshot shows the same search on my Android with location tracking on:
Depending on a few things, some users might see these predictive “near me” results even more prominently. It’s like Google’s practically begging us to use Maps!
Ranked Google Maps Results: Beyond Just Being Nearby
Proximity-based results are common, but they’re not the whole story. Not everyone has location tracking on, and Maps can show you practically anywhere, not just what’s around you at that moment. That’s where “ranked” Google Maps results come in. These show up when you search for a business type in a specific location. Check out this example showing “dentists” in Beverly Hills:
Apparently, Beverly Hills takes its dentistry seriously (gotta keep those smiles camera-ready!), making it a fierce Google Maps battleground. At the top, we see Dr. Kourosh Maddahi’s practice on North Roxbury Drive, boasting a 4.8-star average from 37 Google reviews.
And this is where the “marketing” part gets real.
I searched from the opposite side of the country (so my location wouldn’t matter), but Google isn’t just showing the closest dentists. Notice the second result, Dr. Arthur Glosman, also on North Roxbury. He has a higher rating (4.9 stars from 51 reviews) but is ranked lower. So Google isn’t just using customer ratings… What’s the deal? The answer lies in how well your Google My Business profile is optimized, along with some other tricks.
Google My Business: Your Key to Maps Success
Formerly Google Places, this is where businesses claim their spot on Google Maps. Almost any business (except maybe the really scandalous ones) can claim a listing. This shows searchers key info like your address, hours, and those all-important customer ratings.
Image via Google
Google Maps Marketing Optimization: Your Checklist for Success
Lots of businesses claim their listing but then drop the ball. They provide minimal or even incomplete info, which unsurprisingly means less visibility and lower rankings. So, how do you win? Here’s your checklist for optimizing your Google My Business listing like a pro:
Address Perfection: Get it Right, Down to the Last Digit
This seems basic, but you’d be shocked how many mess it up.
When entering your address, it MUST match the USPS exactly (or your local postal service). This includes suite numbers, apartment numbers, the full nine-digit zip code, and anything else that pinpoints your location. Double-check for typos or weird spacing, as even small errors can hurt your ranking.
Also, make sure your address is actually displayed on your listing! There’s a checkbox for this in your Google My Business settings. Unless you have a very specific reason (like privacy or safety concerns), this should always be checked. More data for Google = better chances of ranking higher.
Service Area: Don’t Limit Yourself
Some businesses have a physical store and serve a wider area (think delivery services or mobile businesses). If that’s you, it’s essential to specify this in your profile. Include nearby towns, cities, or a radius (in miles or kilometers) around your location.
And don’t forget to mention if customers can actually visit your primary location. You don’t want people showing up expecting service if you’re a phone-only operation.
Verification: Prove You’re Legit
This should be next on your list. Verification can take up to two weeks, as Google usually mails a postcard with a unique PIN to your listed address. In some cases, they allow phone verification.
Categories: Be Specific, Be Thorough
Many businesses only pick their main category, missing a huge opportunity. While your primary category is required to create the listing, you can (and should!) add any other relevant categories.
This is especially important if you offer a range of services. A digital marketing agency might choose “Internet marketing” as primary, but also add SEO, PPC, content marketing, email marketing, social media advertising, and so on. The more info you give Google, the more accurate (and optimized) your listing becomes.
Introduction: Your Elevator Pitch to the World
Think of this as your Google My Business summary – what you do, what makes you special, and why customers should care. Again, many businesses skip this, missing out on valuable real estate.
Your Intro should tell potential customers everything they need to know upfront. You can include links to your website, but don’t stuff them in or go crazy with keywords. Google might review this, and spammy tactics are not only unethical but could get you penalized. Use relevant keywords naturally in a well-written, engaging Intro that’s genuinely helpful to searchers.
Back to our agency example: if you offer tons of services, use bullet points instead of cramming them into paragraphs. This makes it easier to read, and readability helps your Intro stick with potential customers.
Photos: More Than Just Pretty Pictures
Google Maps is visual, and we’re not just talking about maps themselves. Businesses with photos simply look more appealing, making you stand out. But there’s optimization potential here too.
Check out this well-optimized listing for Dillons, a bar near nexus-security’s office (and a staff favorite):
See how much more inviting that professional photo makes it look? Users can even scroll for more pictures, crucial for businesses where ambiance matters (restaurants, bars, salons, etc.).
But it’s not just about aesthetics – you can optimize the images themselves! Use third-party apps to add metadata, making them easier for Google to understand. This could include:
- Exact address and coordinates
- City, region, and country tags
- Relevant business keywords
- Comments about specific services offered
- Additional categorization info
Keep those photos updated as your business evolves!
Customer Reviews: Your Reputation Matters
Remember those dentist reviews? It’s unclear exactly how much they impact Google Maps rankings, but a business with no reviews is at a disadvantage. Encourage happy customers to leave glowing feedback! More on this: How to Get More Google Reviews
Reviews won’t show up until you have at least five, so get the ball rolling. Sadly, there’s not much you can do about negative reviews except responding to them according to Google’s guidelines. Monitor what people are saying and respond professionally.
Third-party tools can help you track reviews for both your business and competitors’. Reviews on Google, Yelp, Yahoo Local, etc., are considered “citations,” which tools like Mention can track. See how many citations top-ranked businesses have to gauge what you’re up against. Citations are like backlinks for Google Maps – more citations, more ranking potential.
We may never know the exact formula, but if you’ve got lots of positive mentions on sites like Yelp, it definitely helps.
UPDATE: Google Maps Gets Even More Ad-Friendly
In May, Google announced new ad features coming soon to Maps. There are four main additions: Promoted Pins (with branding and logos!), in-store promotions, customizable business pages, and local inventory search. These ads will appear in Maps results on the app, desktop/mobile website, and Google.com Expanded Map results.
On the main app, users might see a single promoted ad at the top:
Right now, that ad flag is purple, but Google recently announced they’re switching from yellow to green, so that might change. Also, up to two ads might show up within the Google Maps app itself.
Google has big plans for Maps. For the full scoop, check out our dedicated post on these new local search ads.
Patience, Young Padawan: Results Take Time
Like any digital marketing effort, boosting your Google Maps presence takes time. There are no shortcuts or overnight miracles. Even if you nail every optimization, it might take a while to climb the ranks. Don’t give up! Stay consistent, keep your info updated, and above all else, focus on what truly matters: providing amazing experiences for your customers.