When was the last time you didn't use Google Maps to find your way to a location you hadn’t been to before? We're all guilty of typing in a business name or searching for 'nearest coffee shop,' and using Google Maps to help get us there.
If you’ve been wondering how to get your business to show up on Google Maps, the answer has evolved. It’s no longer just a basic listing. It’s a comprehensive Google Business Profile.
Setting up your Google Business Profile (GBP)
In 2022, Google retired the Google My Business app, moving all management directly into Google Search and Maps. Setting up is now a seamless part of your daily Google use.
Claim your territory: Search for your business on Google. If it appears, click "Own this business?" to claim it.
Modern verification: Gone are the days of waiting weeks for a postcard (though it's still an option). You can verify your business through live video calls or recorded videos showing your storefront and tools that prove its legitimacy.
What your profile needs right now
To stay relevant, your profile must be more than a static digital business card. It needs to be a living resource.
- Accurate NAP: Your Name, Address, and Phone number must be identical across your website, social media, and Google.
- Attributes & amenities: Don't just list your hours. Add online appointments or on-site services. These tags help AI engines categorise you.
- High-resolution visuals: Profiles with recent photos and videos receive 42% more requests for directions than those without.
- The power of Google reviews: Don't just collect reviews, respond to them. Active engagement signals to Google that you are a reliable, active business, which boosts your prominence in local rankings.
What makes up your GBP
Business categories
Primary category: This is your most powerful ranking signal. It should be the most specific description of your core business.
Secondary categories: Use these to capture Related Searches. If you are a grocery store that has a built-in cafe, "Grocery Store" is primary, and "Cafe" is secondary.
Best Practice: Do not category-stuff. Adding irrelevant categories to increase search visibility can dilute relevance and confuse the AI, resulting in lower rankings. Stick to 2–4 high-impact categories.
Services
While categories tell Google what you are, the Services section tells Google what you can do.
List every specific service: Don't just say "Plumbing." List "Emergency Pipe Repair," "Gas Leak Detection," and "Hot Water System Installation."
Write custom descriptions: Google provides suggested services, but you should always click "Add custom service" to write your own.
Best practice: Use natural language. Think about how a customer would ask their voice assistant for help. Instead of "HVAC Maintenance," use "Air conditioning tune-up for summer."
Products
Even if you are a service based business, you can use the Products tab to highlight your services and what you offer.
High-quality photos: Products require an image. Use a real photo of the item or a branded graphic of the service package.
Managing multiple locations
For larger organisations with multiple offices or storefronts, consistency is king. Using Bulk Verification tools allows marketing departments to manage dozens of locations from a single interface. This ensures that a brand-wide holiday closure or a new promotional offer is updated everywhere simultaneously, preventing customer frustration.
The power of posting
One of the most significant updates to Google Business Profile is the ability to schedule posts natively. You no longer need third-party tools to keep your profile active while you’re busy running your business.
Why scheduling is a game-changer
Consistency = visibility: Regular posting (at least once a week) signals to Google that your business is active. An active profile is far more likely to appear in the Local 3-Pack (the top three results on a map).
Set and forget: You can now plan a month’s worth of Offers, Events and Updates in one sitting.
Conversion tools: Use Offer posts to include unique codes, or Event posts to promote workshops or sales. These appear directly in the Knowledge Panel when someone searches for you.
What you can post
Update posts: Your daily newsroom
Share a photo of a recently completed project or a behind-the-scenes video of your team.
Offer posts: Drive immediate sales
Offers are designed to convert searchers into customers. They appear with a distinct ‘View Offer’ button.
Event posts: Building community presence
You need a title and specific times. If you don't set a time, Google defaults to a 24-hour window.
Beyond the map
Optimising for Local SEO and the new frontier of GEO (Generative Engine Optimisation) is a full-time job. While Google has made the tools easier to use, the strategy required to beat the competition has become more complex.
Local SEO
Just because your business is local doesn't mean you can skip SEO strategies. Local SEO is now more complex and rewarding than ever. It’s no longer about appearing in a list; it’s about becoming the chosen answer for search engines.
Tools are available to help you create searchable and engaging listings that attract more traffic. Here at Refuel, we create unique websites and listings that are tailored to your specific audience, be it local, national or international.
As your business increases in online popularity, Google's algorithm will increase the prominence of your business on Google Maps.
Some businesses resort to paid advertisements in place of SEO. While a paid advertisement may give you short-term success, a long-term business marketing strategy must include a strong SEO foundation so you continue to get traffic even after you stop paying for it.
The Refuel advantage
At Refuel, we specialise in making sure your business doesn't just exist on the map, but dominates it. From technical SEO to managing your reputation and crafting local SEO friendly content, we optimise your brand’s footprint so that your business is at the forefront of your potential customer’s (and AI assistant’s) minds.
Get in touch to see how Refuel can help.
