If you want more local calls, walk-ins, and booked jobs, showing up in the Google Maps “Local Pack” is the move. “GMB” (the old name) is now Google Business Profile (GBP)—but everyone still says GMB, so we’ll use both here. Below is a practical, no‑fluff playbook you can implement this month to improve visibility and conversions.
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The Three Map Ranking Pillars (and what you can actually influence)
- Proximity – How close the searcher is to your address or service area. You can’t control where a user stands, but you can choose the right setup (storefront vs. service area), add accurate coverage areas, and open additional verified locations if the business truly operates there.
- Relevance – How well your profile matches the searcher’s intent. Categories, services, products, and on‑page content make a huge difference here.
- Prominence – Your overall authority: reviews, brand mentions, local links, citations, and consistent NAP (Name, Address, Phone).
Your job: maximize relevance and prominence while avoiding GBP pitfalls that cause suspensions or invisibility.
Get the Foundations Right (Once)
1) Pick the perfect Primary Category
- •Choose the single category that most closely matches your money term (e.g., “Plumber,” “Family Law Attorney,” “Dental Clinic,” “Roofing Contractor”).
- •Add secondary categories that reflect real services (avoid stuffing).
- •Tip: Search your top keywords in Maps, note which categories winning competitors use, and mirror appropriately.
2) Configure Location Type correctly
- •Storefront (customers can visit): display a precise address and set hours.
- •Service Area Business (SAB) (you go to customers): hide your address and set service areas by city/zip. Don’t do both unless you truly offer both.
3) Name, Address, Phone (NAP) consistency
- •Use your real-world business name—no keyword stuffing.
- •Make NAP identical across your website, GBP, and major directories.
- •If you use call tracking, set the tracking number as primary and your main business number as additional inside GBP (to preserve NAP consistency across the web).
4) Fill every field completely
- •Description: human-first, keyword‑aware (1–2 sentences on what you do, who you serve, where you operate, what makes you different).
- •Attributes: wheelchair access, women‑owned, veteran‑owned, online appointments, etc.—they improve relevance and conversions.
- •Hours + Special Hours: add holidays and seasonal changes now so you don’t forget.
- •Products/Services: list your offer set and add brief, conversion‑friendly copy.
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Build Relevance: On‑Profile and On‑Site
On your Google Business Profile
- •Services & Products: Add your core services with short descriptions and pricing where appropriate.
- •Photos & Videos: Post real photos: exterior, interior, team, before/after, trucks, equipment, happy customers (with permission). Update monthly. Fancy tricks like “geotagging” EXIF aren’t necessary—authenticity beats gimmicks.
- •Posts (Updates): Publish weekly: promotions, FAQs, seasonal tips, project spotlights, event recaps. Posts can rank for long‑tail terms and boost engagement.
- •Q&A: Seed the top 3–5 questions customers ask; answer them clearly. Keep answers short, useful, and jargon‑free.
On your website (this is where most local businesses fall short)
- •One strong “Location + Service” page per city or service area you truly serve.
- •Include: headline with service + city, brief intro, service details, 3–5 FAQs, testimonials, project photos, embedded map, and a clear CTA.
- •Embed the map of your own GBP listing on your contact/location page. This doesn’t magically rank you higher, but it improves UX and helps users navigate to you.
- •Make sure your title tags, H1s, internal links, and schema (LocalBusiness, Service, FAQ) reflect your services and cities.
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Build Prominence: Reviews, Links, and Citations
Reviews (quality + velocity + recency)
- •Aim for a steady cadence (e.g., 5–20 per month depending on size).
- •Ask every happy customer. Make it easy: QR code at checkout, follow‑up text/email with a direct link.
- •Never incentivize reviews with discounts or gifts—that can violate policies.
- •Respond to every review within 24–72 hours. Use keywords naturally in your responses (mention service and city when it makes sense).
Simple review request template:
“Hi [Name], thanks for choosing us for [service]. It would mean a lot if you could share your experience on Google so neighbors know who to trust. Here’s the link: [Your GBP review link]. Thank you!”
Local links & mentions
- •Partner pages (suppliers, contractors, associations).
- •Local sponsorships (youth sports, community events) that include a website link and a mention.
- •Neighborhood blogs & newspapers—pitch a helpful how‑to or community guide.
Citations (directory listings)
- •Ensure you’re on the major, reputable directories for your industry. Consistency matters; volume less so. Fix duplicates.
GBP Activity System: What to Do Each Week
- •Week 1: Tidy profile fields, categories, services/products, attributes, hours. Upload 10–15 quality photos.
- •Week 2: Publish 2 Posts (promo + educational). Seed 3 Q&As. Begin review outreach.
- •Week 3: Add/refresh 1 location page on your website with strong on‑page SEO and internal links.
- •Week 4: Secure 1–2 local backlinks (sponsor, partner, or press). Add 5+ new reviews. Post 1 project case study.
Rinse monthly. Momentum wins.
Advanced Tips That Move the Needle
- •UTM tags on your GBP website button and appointment links to attribute traffic/leads in Analytics (e.g.,
utm_source=google&utm_medium=organic&utm_campaign=gbp). - •Track calls using GBP call history plus your call tracking system. Mark leads vs. non‑leads.
- •Photo discipline: Add at least 3 new photos every month; include people at work, not just logos.
- •Services vs. Categories: If a service isn’t a category, add it under Services with a persuasive 1–2 sentence blurb.
- •Avoid suspensions: Don’t change the business name repeatedly; don’t add keywords to the name; don’t use co‑working or virtual office addresses as “storefronts.”
- •Competitor spam fighting: If competitors stuff names or fake addresses, use “Suggest an edit” to keep the map clean. Be factual, not petty.
What Not to Waste Time On
- •Fake reviews (they get nuked and risk your profile).
- •Keyword-stuffed business names (short‑term gains, long‑term pain).
- •Automated “geotag” photo hacks (no evidence they help).
- •City-stuffing service areas far beyond where you truly operate.
Quick “Map Pack” Checklist
- •Primary category = your core money term
- •Secondary categories = only real services
- •NAP identical everywhere
- •Real photos added monthly
- •1–2 Posts per week
- •Q&A seeded and maintained
- •Services/Products filled with concise copy
- •5–20 authentic reviews/month with responses
- •Location + Service pages live and internally linked
- •UTM tracking set on GBP buttons
- •At least 1 local backlink/month
- •Special hours/holidays updated
30‑Day Mini Roadmap (Copy/Paste)
Days 1–3: Audit GBP + website. Fix categories, NAP, hours, attributes. Create UTM links.
Days 4–7: Launch review engine (templates, links, QR code). Upload 10 new photos.
Days 8–12: Ship one high‑quality service‑area page. Add FAQ and schema.
Days 13–16: Publish two GBP Posts. Seed Q&A.
Days 17–22: Outreach for 1–2 local links (partners/sponsors).
Days 23–27: Gather 10+ reviews through follow‑ups. Respond to all.
Days 28–30: Check Insights/Analytics, adjust copy and categories if needed.
Turn Visibility into Booked Jobs
Ranking is step one. Converting searchers into customers is step two:
- •Put click‑to‑call and book now CTAs everywhere.
- •Offer online scheduling if it fits your service.
- •Keep hours accurate (including holidays) to avoid “Closed” surprises.
- •Add before/after visuals and short testimonials to your landing pages.
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