Why Local Businesses Need to Dominate Map Listings

Local searches rank higher in SERPs

While the internet gives users access to a worldwide network of information, most people want to find the content that’s most relevant to them. In most cases, the content that’s most relevant to individuals conducting online searches pertains to local information. What’s nearby?

Research shows that 46 percent of Google searches are for local information. Since nearly half of all search queries pertain to local businesses and services, Google and other search engines programmed their algorithms to favor local search results. This causes local search results to populate the first page of search engine result pages (SERPs). To get your name front and center in SERPs, you need to show Google that you’re a local business. A robust Google Maps listing is the first and best way to do this. 

Tap-to-X makes it easier for customers

Any barriers to contacting you make it less enticing for customers to patronize your business. An essential portion of Google Maps integration includes tap-to-call and tap-for-directions buttons. This makes it as simple as possible for people to get in touch with you. It’s your job to maintain your Google My Business and Google Maps listings to ensure this information remains correct and up-to-date. 

Consider the process for getting to your business from the customer standpoint. Let’s say you’re a bakery in Kansas City, MO. Someone types in “bakery Kansas City” into Google Maps and your business pops up. When a customer taps on it, they should be able to do the following instantly:

• Get directions to your location
• Call you
• Visit your website
• See your business hours

If they can’t easily do these things, they’ll move on to the next option. The last thing you want is to lose business to a nearby competitor because they made it easier for someone to interact with their business via Google Maps!

GMB delivers complete information

In 2018, Google replaced its Local 7-Pack with a 3-Pack. A few years ago, you had seven opportunities to appear on the first SERP for localized keywords and queries. Now, only the three local businesses that best optimized their websites and Google My Business listings receive all of that traffic for searches related to their products and services. 

Since Google made this change to their local pack offerings, the importance of Google My Business listings increased significantly. In 2018, a company’s GMB page accounted for 25 percent of local pack rankings. Now, your GMB listing makes up 33 percent of your local pack ranking. The top two local pack ranking factors are your primary GMB category and keywords used in your GMB titles. 

Your GMB not only provides easy-to-consume information for users. It also impacts how Google surfaces your website and contact information to people. To dominate map listings in your area, you need to optimize your GMB listing and regularly update it. 

Powerful integration opportunities

Not only do built-in features like tap-to-call and tap-for-directions buttons seamlessly integrate into the shopping experience for users, Google Maps also connects with everything from voice assistants to carplay systems for instant navigation relevance. Someone hectically driving around town trying to find something specific can push a button on their steering wheel and ask Siri to find the closest business. The system populates your information and gives the driver directions to your location. With Maps integrated into our searches and devices, it only takes a few taps or quick voice commands for your target audience to find you. 

The same goes for people at home. These days, more people are saying “Alexa, find a bakery near me” or “hey Siri, where’s the nearest auto parts store?” These voice assistants are tapping into Google Maps data first and foremost, to provide a convenient, nearby solution to their owners. The more time and effort you spend populating your Google Map listing, the more robust the information will be for voice assistants to pull from and deliver to askers.

Put your business on the map

Is your business dominating Google Map listings? If not, you need to call Interactive Design Media today. We’ll help you optimize your Google My Business and Maps listings to ensure all search queries lead to you.