Google Maps is one of the most powerful tools for driving foot traffic and online visits to local businesses. When someone searches for a service near them, Google Maps results often appear before anything else. Getting your business to show up prominently — and compellingly — can directly increase how many people walk through your door or call your number. Here is how to make that happen.
Optimize the Business Description with Local Keywords
Your Google Business Profile description tells Google and potential customers what your business does. A well-written description with the right keywords helps Google match your profile to relevant local searches.
Start with what your business does and where it operates. For example, a plumber in Austin should write something like: “We provide emergency plumbing repair and installation services across Austin, TX, including Round Rock and Cedar Park.” This sentence tells Google your service type and your location in plain terms.
Use keywords naturally. Think about what your customers type into Google when they need your service. If you run a bakery in Chicago, phrases like “fresh-baked bread in Chicago” or “Chicago custom cakes” are worth including. Avoid stuffing keywords in a way that makes the text hard to read. Google recognizes and penalizes that practice.
Mention specific services. Instead of saying “we offer many services,” list them: “We offer oil changes, brake repairs, tire rotations, and engine diagnostics in downtown Seattle.” Specific language helps Google connect your profile to specific searches.
Keep the description under 750 characters. Google enforces a character limit, and only the first 250 characters show before a reader clicks “more.” Put your most important information first.
Update the description when your services change. A description that no longer reflects what you offer confuses both Google and your customers. Review it every few months.
A strong description does two things at once: it tells Google what to rank you for, and it tells customers why they should choose you. Both matter equally.
Publish Google Business Profile Posts Regularly
Google Business Profile allows you to publish posts directly to your listing. These posts appear in search results and on Google Maps. Businesses that post regularly signal to Google that they are active, which can improve map pack visibility – your chances of appearing in the top three local results shown on Google Maps.
Post at least once a week. Consistency matters more than volume. A weekly post keeps your profile fresh without overwhelming your workflow.
Use posts to share specific, useful information. Good post topics include:
Current promotions or discounts (“20% off all haircuts this Saturday”)
New products or services (“We now offer same-day delivery in Phoenix”)
Business updates (“Extended hours through the holiday season”)
Events (“Join us for a free cooking class on March 15”)
Add a clear call to action to every post. Google lets you include buttons like “Call now,” “Book,” “Learn more,” or “Buy.” Use the one that fits the post. A post about a sale should have a “Buy” or “Learn more” button. A post about a service should have a “Call now” or “Book” button.
Include a photo in every post. Posts with images get more clicks. Use real photos of your products, team, or location rather than stock images. Authentic visuals build trust faster.
Write posts in plain language. Avoid vague phrases. “Check out our amazing deals” tells customers nothing. “Buy one pizza, get one free every Tuesday in March” tells them exactly what to expect.
Posts expire after seven days unless you publish them as offers or events with longer date ranges. Plan your posting schedule in advance so you never go silent for long periods.
Earn Local Backlinks and Mentions
A backlink is a link from another website to yours. A mention is when another website names your business, even without a link. Both signals tell Google that your business is credible and relevant in your area.
Get listed in local directories. Start with Yelp, Bing Places, Apple Maps, TripAdvisor (if applicable), and your local Chamber of Commerce website. These are high-authority sources that Google trusts. Make sure your business name, address, and phone number match exactly across all listings.
Reach out to local news sites and blogs. Local journalists and bloggers often write about businesses in their area. Send a short, clear pitch about something newsworthy — a new location opening, a community initiative, or a unique service. A single feature in a local publication can produce a valuable backlink and real referral traffic.
Sponsor local events or organizations. Many schools, sports leagues, and nonprofits list their sponsors on their websites. Sponsoring a little league team or a charity run often earns you a backlink from a trusted local site, plus visibility in the community.
Partner with neighboring businesses. A hair salon and a wedding photographer can each feature the other on their website. These cross-promotions build backlinks and expand your reach to each other’s audiences.
Ask suppliers and vendors to link to you. If you use a local supplier who lists their clients or partners online, ask them to include your business with a link to your website.
Monitor your mentions. Use free tools like Google Alerts to track when your business is mentioned online. If a site mentions you without linking to you, reach out and ask them to add a link. Most will do it without hesitation.
Local backlinks carry more weight for local SEO than generic backlinks from unrelated national sites. Focus your efforts on sources that are genuinely connected to your city or region.
Ensure Your Website Supports Local SEO
Your Google Business Profile and your website work together. Google looks at your website to verify that your business is legitimate and relevant to local searches. A website that supports local SEO strengthens your Google Maps ranking.
Add your business name, address, and phone number to every page. Place this information in the footer so it appears site-wide. It should match your Google Business Profile exactly — same abbreviations, same phone number format, same spelling.
Create a dedicated contact page with a local address. Include an embedded Google Map showing your location. This simple addition confirms to Google that your physical location is real and active.
Write location-specific content. A general service page describes what you do. A local service page describes what you do in a specific city or neighborhood. For example, a landscaping company could have pages titled “Lawn Care in Denver” and “Tree Trimming in Boulder.” These pages target searches from people in those areas.
Optimize page titles and meta descriptions with local keywords. Your page title is what appears in Google search results. A title like “Plumber in Nashville | Fast Emergency Service” is more likely to attract local clicks than “Professional Plumbing Services.”
Make your website mobile-friendly. Most people searching on Google Maps use a phone. If your website loads slowly or displays poorly on mobile, visitors will leave immediately. Use Google’s free PageSpeed Insights tool to check your site’s mobile performance and fix the issues it identifies.
Add schema markup for local businesses. Schema markup is code you add to your website that helps Google understand your business details — your hours, location, phone number, and service area. Many website platforms like WordPress offer plugins that handle this automatically. Correct schema markup can improve how your business appears in search results.
Collect and display customer reviews on your website. Embedding Google reviews or other testimonials on your site adds credibility and relevant local content. Reviews often contain natural local keywords — customers mention neighborhoods, landmarks, and local context — which supports your SEO without extra effort.
Your website is the foundation that holds your entire local SEO strategy together. A strong, locally optimized website makes every other effort more effective.
Increasing visits from Google Maps takes consistent effort across multiple areas. Optimizing your description, posting regularly, earning local links, and keeping your website sharp all contribute to better visibility. Start with one area, build the habit, then expand. The businesses that show up first on Google Maps are usually the ones that treat their online presence as a regular part of running their business — not an afterthought.
