Google Maps marketing refers to the strategic effort to enhance your business’s presence on Google Maps. The main approach involves optimizing your Google Business Profile (formerly known as Google My Business) to ensure your business is displayed in local search results for relevant terms.
Appearing in these searches helps your business:
- Build credibility with potential clients
- Stand out from competitors
- Boost conversions and revenue
Your Google Business Profile (GBP) is a no-cost tool that allows you to control how your company is represented across Google Search and Maps.
Here’s an example of what a well-optimized GBP looks like it includes visuals, business hours, contact details, and more.
Your profile can appear in several key locations:
- Google Maps (desktop and mobile)
- The “Local Pack” (also called the Map Pack)
- The Local Finder
In Google Maps, users can discover your business when they search for products, services, or companies nearby.
The Local Pack is a special section in the search results that shows a map and a few top local business listings. It mirrors the Google Maps interface and provides essential business information at a glance.
When users click to see more results, they’re taken to the Local Finder, which expands on the listings shown in the Map Pack and offers a more detailed view.
Why Google Maps Marketing Is Important
Leveraging Google Maps for marketing can offer several benefits to local businesses:
- Enhance your credibility: Being listed near the top makes your business appear more trustworthy
- Inform potential clients: A fully optimized listing provides essential business details, which builds confidence
- Increase local reach: Makes it easier for nearby users to discover and visit your business
- Stay ahead of competitors: High visibility on Maps and in local search gives you a significant edge
- Boost accessibility: Maps marketing enables one-tap access to directions, calls, and your website
- Be voice-search friendly: Many people use voice assistants to search for local services, and those results often come from Google Maps
How Google Determines Local Rankings
To succeed with Google Maps marketing, you need to understand how Google ranks local results.
Local business rankings are influenced by three core factors:
- Relevance – How well your business matches what the searcher is looking for
- Distance – How close your business is to the searcher’s current location or specified area
- Prominence – How well-known your business is, both online and offline. This includes your reviews, backlinks, and citations
By tailoring your marketing efforts to improve these areas, you can significantly improve your chances of ranking well.
Also Read: Why Your Business Needs a Digital Marketing Agency
How to Start Marketing on Google Maps
1. Enhance Your Google Business Profile
The more thorough and accurate your GBP is, the more likely it is to rank high in local searches. A well-optimized profile gives Google a clearer understanding of your business and how it relates to searchers’ needs.
If you haven’t created a profile yet, start by registering your business on Google.
Optimization tips:
- Fill out all the essential information: name, category, location, service areas, hours, website, and phone number
- Upload high-quality images and videos that represent your space, team, or offerings
- Write a compelling business description using relevant keywords (avoid stuffing)
- Keep the profile active with regular updates, promotions, or announcements
- Use the Q&A feature to provide helpful responses to customer inquiries
- Regularly update information like business hours and contact details to ensure accuracy
Businesses like Junoon demonstrate best practices by providing complete, clear, and engaging profile information that helps attract and convert local customers.
Using tools like Semrush’s GBP Optimization tool can simplify managing and monitoring your profile’s performance.
2. Encourage and Manage Customer Reviews
Customer feedback plays a vital role in building your online reputation—and your rankings.
Google confirms that both the number and positivity of reviews impact your local visibility.
To get more reviews:
- Ask for feedback after successful transactions or services
- Make it easy by sharing a direct review link through email, receipts, or SMS
You can generate this link directly from your GBP dashboard under “Ask for reviews.”
Responding to reviews is equally important:
- Personalize your replies by using the reviewer’s name
- Remain polite and professional, even when dealing with criticism
- Reply promptly—ideally within a few days
- If appropriate, offer a resolution or express commitment to improving
Using review management platforms like Semrush’s Review Management tool allows you to monitor and respond to reviews across platforms efficiently, using AI-based replies if needed.
3. Ensure Local Listing Consistency
Local listings (citations) across directories like Yelp or TripAdvisor should match the information on your Google Business Profile. Google uses these listings to verify your business data. Inconsistencies can reduce your chances of ranking.
Make sure your business name, address, and phone number (NAP) are consistent everywhere online.
To check and update your listings, use the Semrush Listing Management tool. It helps you find discrepancies and either fix them manually or update everything at once from a single dashboard.
By syncing your GBP and submitting correct info to directories, you strengthen your local SEO footprint and increase your chances of ranking on Google Maps.
4. Improve Your Website’s Local SEO
Your business website also plays a role in how you perform in local search and Maps. A well-optimized website can increase your GBP’s relevance and authority.
Key strategies include:
- Backlink building: Get links from local media, blogs, and directories to boost credibility
- Targeting local keywords: Integrate geo-specific keywords in your page titles, meta descriptions, and headers
- Creating localized content: Write about local news, events, or guides that tie into your community
- Fixing technical issues: Improve mobile usability, fix broken links, and ensure fast page load times
- Adding location pages: If you serve multiple areas, create pages for each with specific content, addresses, and contact info
A strong website makes it easier for Google to trust your business, improving both organic rankings and map visibility.
5. Launch Google Maps Ads
If you want to appear at the very top of local search results, running Google Maps ads is an option. These ads show in Maps, the Local Pack, and the Local Finder—marked as “Sponsored.”
These ads operate on a cost-per-click model, meaning you only pay when users:
- View your location
- Ask for directions
- Call your business
- Click through to your website
To start:
- Set up a Google Ads account using the same login as your GBP
- Link the accounts
- Build campaigns targeting relevant local keywords and specific locations
Google also offers Local Services Ads, which appear above standard ads and further enhance visibility.
Track and Refine Your Strategy
To make sure your Google Maps marketing efforts are working, monitor your rankings consistently. Semrush’s Map Rank Tracker shows your keyword rankings by location and lets you compare with competitors.
You’ll see where you’re performing well and where you need to improve.
