Google Maps Marketing: How to Get Found and Stand Out Locally

Every month in the U.S. alone, there are over a billion Google Maps searches for local businesses. These customers aren’t looking for websites. They’re searching for Google Business Profiles of auto body shops, hairdressers, dentists, and other businesses in their area.

If you’re trying to bring in local customers for your shop, making sure your profile ranks in these results is one of the best ways to boost your visibility.

Learn how to create and optimize your profile for better Google Maps marketing in this guide.

Essential First Steps for Google Maps Visibility

The first thing you need to do is make sure you have a Google Business Profile, previously called Google My Business. If you don’t already have a profile, don’t worry. Setting one up is a quick and easy process. Just follow these steps:

1. Log in to your Google Account. If you don’t already have a Google Account, create one now.
2. Search for your business name and city through Google Search or Google Maps.
3. If your business appears, click on it and choose Claim this business. If not, go to the Google Business Profile website and select Add your business to Google.
4. Verify that you own or manage the business through one of the available options, like getting an automated phone call or text message.

Once the verification is complete, check all the details already in the profile. Make sure the business name, address, and phone number (NAP) are exactly right and match what’s on your website. NAP consistency for local SEO is key. Add your business hours, too. If they change, you can always update them later.

Then, add at least one photo. It could be a photo of your auto body shop, your logo, your team members, or all of the above. Having at least one high-quality photo makes your business listing seem more authentic and trustworthy. Customers deciding between a local business listing with a photo and one without a photo are very likely to choose the one showing them at least one image.

How the Google Maps Algorithm Decides Who Wins

Google Maps uses a complex algorithm to decide which Google Business Profiles rank highest when someone makes a local search. The algorithm isn’t public, but it is clear that several factors influence rankings, including:

• Proximity: How close the business is to the person making the search
• Relevance: How well the business appears to be able to meet the needs of the person making the search (e.g., Does the auto body shop list the specific service the Maps user searched for?)
• Prominence: How well-known, established, and trustworthy the business is in the area

When someone searches for a local business, the results initially appear as an interactive map including three featured local business listings, also known as the “Map Pack.” Businesses in the Map Pack get more clicks and conversions because they’re so visible to local customers demonstrating purchase intent.

Say, for example, someone asked you for the best three restaurants near your home. You’d probably weigh many of the same factors as Google does in determining these results. Restaurants get points for being closer to you, serving what you want to eat right now, and reliably cooking good food. Google Maps is making similar calculations to decide which local businesses to show customers, just at a huge scale with tons and tons of online data.

Dominating Local Search With Profile Optimization

One of the biggest decisions you have to make about your Google Business Profile is which category to put your business in. Google offers an extensive list of thousands of categories that your business may fit into. While creating or editing your profile, you select one primary category and up to nine secondary categories.

Your primary category describes your company’s main identity, while secondary categories can shed light on other services you offer that don’t capture your business overall.

Try to select a specific primary category instead of a generic one for the best results. For example, "auto body shop" is one of the categories, but so is "auto glass repair service." If your shop specializes in glass repair, the second option is the better choice.

Search Google Maps in your local area to see how your competitors label themselves. From there, you can decide whether you want to select the same category or different auto repair shop Google My Business categories.

Review Management Strategy for Better Map Rankings

It’s no secret that reviews play a huge part in Google rankings and the businesses customers choose. If your profile has lots of positive reviews, that’s a strong indication that customers can trust your business. They’ll probably choose the profile with more four and five-star reviews over other options, if they even see them.

It’s not just about maintaining a high average rating, though. The Google Maps algorithm favors businesses that are consistently getting new reviews, especially positive ones. So, the local companies that get plenty of new reviews generate higher rankings in searches, leading more customers to go to those businesses. Those new customers, in turn, submit more reviews, leading to a compounding cycle known as the “review flywheel.”

The keywords customers use in their reviews of your auto body shop matter, too. If they’re consistently mentioning your great customer service, excellent tire replacements, or quick appointments, Google may highlight those things in your profile. Try to respond to both positive and negative reviews while staying professional. Around 70% of surveyed customers say they’re more likely to leave a review if they see the business owner responding.



Using Photos and Google Posts To Capture Attention

The photos on your profile are just as important as the rest of your content. Shops with photos get more clicks and may rank higher in Google’s results.

Focus on visual storytelling. What can you show customers about your business through photos to encourage them to choose you? Try to include 'behind-the-scenes' photos and team shots to help humanize your business.

Boosting Reach With Google Local Services Ads

If you’re not happy with the visibility you’re currently getting on Google Maps, you can try Google Local Service Ads. With these ads, you pay per lead to appear at the top of local search results. Google only charges you when a customer contacts you through the ad, like by making a phone call or booking an appointment.

These paid map spots appear above the organic spots you can earn by optimizing your profile. Your business listing will be labeled a sponsored result when it shows up at the top of the map, but customers may not notice the difference. Work on Google local services ads optimization to make these ads even more effective at driving leads for your business.

Staying Ahead of the Competition in Local Search

Building and optimizing your Google Business Profile for Google Maps is a strategy that will continue to generate leads for your business. Stay active on the platform, responding to reviews, sharing updates, and publishing new photos to rank as highly as possible.

All local SEO is an ongoing effort, not a one-time setup activity. If staying on top of your reviews and managing your profile gets overwhelming, Optimize Digital Marketing can help with our Google Maps marketing service​. Our team of experienced digital marketers will continually respond to reviews for you and optimize your profile to give you the best visibility in local searches.

Reach out today to start reaping the benefits of Google Maps marketing without adding more to your plate.