Google Maps SEO: How Important is It and How Do I Get Started?

The higher you can rank for a local keyword, the more revenue your business will generate (in theory). To improve your rankings, though, you’ll need a strong Google maps SEO foundation to build off of.

While it’s a good idea to make sure your website is optimized for every search engine, priority has to be placed on Google’s ecosystem.

Why? Because Google is king. On average, more than 99,000 searches are carried out on Google every single second.

That means that in the time it’s taken you to read this far in this article, Google has performed more than half a million searches.

You want some of that volume headed to your site. We'll show you how.

Google Maps SEO Vs. Local SEO: Is There a Difference?

Google maps SEO is just a component of Local SEO. With local SEO, you have to handle citations, on-page optimization, keyword research, and website structure.

For Google maps SEO, all you’re worried about is how your listing ranks inside Google. Local SEO factors into that, but you’re only worried about a single search engine instead of Yelp, Houzz, or whatever other platform you’re competing on.

You still have to worry about quite a bit. Optimizing your Google Business Listing is no easy task, and it has to be maintained on a semi-regular basis. But most would probably agree that it’s less intense than optimizing a whole website.

But even Google maps SEO isn’t the same as simply ranking your website on the Google SERP. Technically, it has to do with ranking it inside the maps section, which is local-focused.

The top three results in any local search result are labeled the “local 3-pack” (or the “snack pack,” which is my personal favorite). 

The local 3-pack is an insanely competitive location to be in, but if you’re fortunate enough to be in the top 3, you’ll reap some great rewards. A study by Backlinko found that 42% of all searchers clicked on one of those local search results.

It’ll be a struggle to stay in that position, too. Every day, more and more people are moving their business online, so you’ll have to stay on the ball if you want to maintain your position.

How are Rankings Determined in the Google Maps Listings?

While there are possibly hundreds of different ranking factors, ranking high in the local SERPs basically comes down to three points: relevance, reputation, and distance. 

They’re mostly self-explanatory, but here’s a quick breakdown of each.

• Relevance - Does your business correspond with the search request?
• Reputation - How well-liked (via online reviews) is your business?
• Distance - How far is your business from the searcher's physical location?

This makes sense. Google wants to show its audience the types of entities that will most likely satisfy their search requests. Optimizing those three elements is your best shot at making that happen.

Obviously, you can’t physically move your business close to every search request, but there is a workaround. Most local service-based businesses (doctors, carpenters, even fitness trainers) have location pages for each surrounding area.

The other two components you’ll have to put in work to maintain. Make sure your online reviews are positive (and respond to each!) and do solid keyword research to make your site more relevant.

How Can You Monitor Your Google Maps Ranking Performance?

By far, the easiest way to monitor your Google maps SEO performance is by using a tool. Ideally, you would use a paid tool for this — something like Brightlocal or Moz. 

If you need to use a free tool, try something like SurferLocal. 

The biggest drawback to using free tools is that they usually don’t track historical ranks. You’ll have to head to the site every single day, punch in your URL with a keyword, and see where you pop up.

Then, take those rankings and list them in a spreadsheet. Over time, you’ll have a better idea of where you stand.

Honestly, you don’t need any tool to do this for you. All you really need to do is punch your keyword into the search box (in an incognito or private window) and make a note of where your website pops up. 

Your rank can change based on a few variations, so be sure you use the exact term every time you search. Otherwise, your rankings can skew wildly and return drastically different results.

How Do You Rank Higher in Google Maps?

In order to rank higher on Google, the very first thing you need to do is have a website that is optimized for local search. That includes local keyword research, sound on-page, and off-page SEO, and good technical structure.

Assuming you have all of those components, the next step is to head to your local listing and flesh out a few more things.

As a quick caveat, it’s worth mentioning that none of these options are “set it and forget it.” You’ll have to revisit these items every month or so to make sure they stay optimized.

Claim Your Google Business Profile

First things first. If you haven’t already claimed your Google Business Profile, you need to do so now. Full stop.

A box that doesn’t have either of those options means that the listing has already been claimed by someone else. You’ll have to work with Google and the current owner to transfer the ownership if you’re taking control of the profile.

The option to “manage” the listing means that you already are the owner of it. If it says, “Own this business?” the listing is unclaimed.

Claiming a Google profile is super important, and yet very few business owners actually do it. A recent study found that 56% of Google listings remained unclaimed, so just taking this single step will put you ahead of most of your competition.

It only takes a few minutes to actually claim the listing. Here’s a guide straight from the source that will show you how to do it.

Embed a Google Map On Your Site

Chances are, you already have a map of some kind on your site. Most SaaS plugins have an API that you can use to create a geo-coordinated position, but if not (or even if you do), you might think about replacing it with an authentic Google Map.

Why? For starters, having a Google Map connects you more directly to their ecosystem. There’s a link straight on your profile that allows you to copy and paste it on your site. The setup takes a few minutes at most.

(You will probably have to set up a Google billing account for use with their Google maps API, but you’ll never be charged unless your site receives Wikipedia-style traffic). 

Another bonus to using Google’s maps directly is that it gives the searcher turn-by-turn directions straight from the listing. Other softwares offer that too, but you’ll most likely have to pay.

This one is free. And it works.

Ensure Your NAP is Accurate

“NAP” stands for your name, address, and phone number. It’s a way of geolocating your business across various directories across the internet.

It’s always a good idea to create listings for yourself in these different directories that may be relevant to your business. 

Generally speaking, you’ll have listings for both your industry and your location. Churchangel.com is an example of an industry-specific directory, while your local chamber of commerce is specific to your location. Creating listings in both types of directories will help your local SEO.

But it’s not enough to just have a listing; it needs to be accurate, as well. And when I say “accurate,” I mean the exact same across the board. Down to the letter.

Every aspect of your listing needs to be identical. If your zip code lists the delivery route in addition to the five digits (75807-4231), for example, then every other NAP listing needs to have that as well. 

The cumulative effect of these individual directory listings tells Google where and what you are. If there’s any disagreement between them, Google views it as inaccurate, and your rankings in the SERPs will probably take a slight hit.

Check all your NAP listings through a service like WhiteSpark, which can also create or correct those listings for you (for a fee). 

Get (Digitally) Active In Your Community

Just as backlinks are invaluable for your niche site, so are local backlinks for your business website. They tell Google that your site is authoritative, so get as many quality ones for your website as you can.

You can do this by sponsoring a local sports team, providing a fundraiser (see our exhaustive list of fundraiser names), or just writing in to the local newspaper. If your business has an event, most local publications are happy to share it with the community. 

Your local business needs to be seen as an integral part of the community. Whether that’s through gaining local backlinks through outreach or forming partnerships with other businesses that can link out to you in a “recommendations” tab, you need to get connected in a local way.

Obtain More Reviews and Pictures

Reviews are the lifeblood of any Google listing (and we create a full guide for how to get more Google reviews that will surely help). At least 98% of people read reviews occasionally, and at least half are motivated by what they say. 

If you have a great review, people will notice, but if you have a bad review, people will notice even more.

You should absolutely be soliciting reviews from your customers on a regular basis, especially if you know they would have something positive to say. You can’t “seed” reviews by telling them what to say, but ask them to be specific in their reviews.

For instance, one person might say that your business is great for kids, while another would say that it’s affordable. Both of those words — “kids” and “affordable” — act as micro-keywords that send a signal to Google. When others do a Google search for those types of terms, your listing has a better chance of showing up.

Pictures are just as valuable, although not as for SEO juice. While you can — and should — geo-tag your images with a localized name, you should focus on highlighting the personality of your business.

Take lots of images that showcase who you are. Pictures that show the inside of your business, customers talking with employees, and your branding can go a long way to establishing trust with a potential customer.

Truthfully, the main appeal to filling your listing with Google reviews and pictures is that it shows Google that your listing is alive. Too many Google maps business listings today are basically digital corpses (and you can avoid being one of them by following great tips to optimize your Google Maps listing here). They might be claimed, but nothing is actually happening.

By creating a steady stream of content for your site, you’ll send a signal that your business exists and is active — two things that Google cares a lot about.

Frequently Asked Questions About Google Maps Search Engine Optimization

Google is a hard nut to crack, and many would-be SEOs have been trying to make sense of its algorithm for years.

Below are a few questions people have about the platform. 

How Long Does It Take to Rank on Google Maps?

Get your popcorn ready. This topic has a lot of disagreement. 

For some, website age has nothing to do with a website’s ranking on Google. Many very authoritative blogs argue this point, so it obviously has a lot of merit.

Others argue that the anecdotal evidence proves otherwise. While a site’s age isn’t the only ranking factor — or even the most powerful — some claim that it does matter a little, at least.

What’s the truth? In reality, it probably doesn’t matter that much. A new site with great ranking signals will almost always outrank an old site that doesn’t have as many. Focus on that, and your site will appear faster than most.

Since Google crawls most sites every few weeks, it’s theoretically possible for your site to appear in the Google map pack inside of a month. 

Realistically, most sites will take a little longer. With a solid foundation and good linking skills, you should start to see progress on your Google My Business listing in the first three months of activity.

Is a Google Business Listing Free?

Absolutely. It costs zero dollars to claim your Google maps listing, and Google used to even pay you (in the form of Google ads credit) for doing so.

It wants to create the most far-reaching directory it can, so Google is incentivized to get as many people on board. 

Where Can You Go To Learn More About Local SEO?

Google maps marketing is a difficult concept, and this article really only scratched the surface (and next, you may want to check out our guide on how to improve your Google Maps ranking). We have other articles on our site that address Google’s algorithm, but your best bet for Google Maps SEO is to read other industry blogs. Sterling Sky and Moz.com are two of the best, in my opinion.

Also, if you want to rank a site without really handling any of this stuff, you could always hire an SEO agency for help. Digital marketing professionals handle these and a whole host of other services, so it's not a bad idea to farm it out if you want.

Ultimately, the best education will be your experience. Try your hand at ranking a local site, and you’ll invariably pick up your own valuable tricks and tactics along the way.

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