Google My Business Optimization: The Complete Guide to Getting Found Locally

Understanding Google Maps Search vs. Regular Google Search
The Critical Importance of Claiming Your Google Business Profile
The Shocking Statistics About Unclaimed Business Listings
Step-by-Step Guide to Google My Business Setup
Complete Google Business Profile Verification Guide
Troubleshooting Common Verification Problems
Optimizing Your Profile for Better Rankings
Understanding Google Maps SEO Ranking Factors
Competitive Analysis & Local Market Research
Google Maps Advertising
Key Takeaways for Business Success
Frequently Asked Questions

Understanding Google Maps Search vs. Regular Google Search

Making a Google Maps search is pretty similar to making a Google Search - we insert a keyword and we have access to results. But here's the main difference: on Google Maps, location is very accurate. See, each time I move a little, the URL changes. So here is the latitude, it's followed by the longitude, and it ends with the zoom level.

Same thing as a normal Google search - the results are ranked depending on their relevance, from the most relevant to the least relevant. But here's where it gets interesting for business owners looking to optimize their google maps business listing.

And here's something important - when someone searches for "pizza near me," Google knows exactly where they are. So the restaurant that's 2 blocks away will beat the one that's 20 blocks away, even if the distant one has a better website. That's just how Google Maps works.

The Critical Importance of Claiming Your Google Business Profile

The very first criteria indicating the relevance of a business is whether this business has been claimed by the owner. That's a piece of information we can get - see, on a Google Maps page, if it's written "claim this business," it simply means that this business has not been claimed yet. And that's a major problem for google my business optimization.

Why? Because it implies that this company cannot:

Update its information
Respond to reviews
Control its online presence
Add photos or posts
See who's calling or visiting
Optimize for better rankings

In a nutshell, Google Maps has no interest in giving this company a high rank. Think about it - if you can't even be bothered to claim your own business, why should Google trust you with customers?

But here's the thing most people don't realize: claiming your listing is just step one. The real game changer is what happens next - the verification process.

The Shocking Statistics About Unclaimed Business Listings

The point is, surprisingly, there are a lot of companies which didn't make the effort to claim google business listing. Let me show you some real numbers.

If we take a look at restaurants in the United States, we see that there are around 566,000 results, more or less. But if I filter them and I only want to get those which claim their Google Maps listing, I've got 47,000 results only. It's maybe 70%, more or less. Still, it means that 30% of companies didn't claim their business.

Now, why does this matter for your business? Well, it's simple:

Your competitors are basically invisible
You get free advantage just by doing the basics
Customers trust verified businesses more
You can actually see who's finding you

And that's something they should do right away because this is probably the most important ranking criteria on Google Maps. To do that, they have to create a Google My Business account.

Pro tip: Tools like Scrap.io can help you see which businesses in your area haven't claimed their listings yet. You can even extract email addresses from Google Maps to understand your local competition better.

Step-by-Step Guide to Google My Business Setup

Getting Started

First thing first, we go to google.com/business. Once we are here, we click on the blue button "Manage now." See, I'm signed in first.

Quick tip: Make sure you're using the Google account you want to manage this with. Don't use your personal Gmail if your team needs access - create a business one or use one your team can access.

Setting Up Your Business Information

Step 1: Business Name
First, I insert my business name - "scrap.io" - and I click on continue.

Important thing here: use your real business name. Don't try to be clever and add keywords like "Joe's Best Pizza Downtown." Google hates that stuff and it actually hurts your rankings. Just use whatever name is on your door.

Step 2: Business Type
I choose my business type. Do I get an online retail, meaning we don't really have a physical store? Do I have a local store? Or do I provide service business, meaning my business makes visits to customers?

In our case, we've got an online retail. You can pick up multiple options if you want to. Please note that once I click online retail, the following options will be slightly different than if I have selected another option, but still the principle remains the same. Don't worry too much about that.

This matters because Google gives you different features based on what you pick. Service businesses can hide their address and show service areas instead. Retail stores get different options. Just pick what makes sense for your business.

Step 3: Business Category
I click on next, I add my online store, I click on next, and I add a business category. The business category is very important for google my business optimization - we will talk about it later on. We are a data recovery service, I click on next.

This category thing is actually huge. Google uses this to figure out when to show your business. We'll get into the strategy part later, but for now, just pick the most specific category that matches what you actually do.

Step 4: Address Information
Even for we are an online retail, we obviously have a physical address for administrative reasons. I insert my street address, I click on next.

Few things about addresses:

Use your real business address from official documents
Service businesses can hide this later if they want
Online businesses - your registration address works fine
Don't use P.O. Boxes - Google doesn't like them

Step 5: Business Verification
"Is this your business?" Apparently Google Maps have identified a couple of businesses which could be my business, but none of them are actually our business, so none of these.

What's happening here is Google is checking if your business already exists in their system. Sometimes it does, sometimes it doesn't. If it exists, claiming it is faster. If not, you're creating a new one.

Step 6: Phone Number
Next, I add my phone number, or to be more specific, the phone number of the company. Currently we have none, so I click on skip.

About phone numbers - if you have one, use a local number if possible. People trust local businesses more. And make sure someone actually answers it during business hours, otherwise Google might get suspicious.

The Setup Process Continues

"Put your business on the maps" - this is a part in which Google Maps makes its upsales, so you can subscribe to mailing lists, but you don't have to, so I click on continue.

Now I have to verify my business. So to start verification, I enter my phone number and I see you back once I verified it. So apparently it was not enough and they ask for a business video. So for that moment it's not really possible - we will verify it later.

Adding Business Details

Business Hours
I add business hours. Because we are an online retail, we are opened every single day 24/7, and I click on next.

Be really specific about your hours. And update them when you close for holidays or have special events. Google likes businesses that keep their info current.

Business Description
I add a business description. I don't have much thing to say about the description - just don't use too much marketing, try to remind the facts only. For example, if I type "scrap.io," it is a company's name, but it is also a website, so if I click on next, it is an invalid value. But again, don't worry too much about it because you can still modify your description afterwards.

Keep your description simple. Say what you do, where you do it, maybe mention your main services. Don't go crazy with marketing speak - just be clear about what customers can expect.

Photos
I click on next, "add photos of your business," picture wonderful, I click on next, upsell I skip, and "your edits will be visible once you are verified." I click on continue and it is over.

Photos are super important. Try to get at least 10 good photos - your storefront, inside your business, your team, your products or services. Good photos make people more likely to visit or call.

Complete Google Business Profile Verification Guide

Here's where things get really important. The verification process is what makes Google trust your business. And trust me, the difference in visibility is huge.

Different Ways Google Verifies Businesses

In our case, the verification method is made through a video recording, but it's not always the case. Google has different ways to verify you, and what you get depends on a bunch of factors:

Phone Verification (Most Common)
Google calls or texts you a code. This is the fastest - you get verified right away. Works best if your phone number matches what's on your website.

Postcard Verification (Standard)
Google mails you a postcard with a code. Takes 1-2 weeks but works pretty much every time if your address is correct. Most common method for businesses with physical locations.

Email Verification (Rare)
Google sends a link to your business email. Only works if your email domain matches your website. Like if your website is joespizza.com, your email needs to be [email protected].

Video Verification (New)
Live video call with Google. They want to see your business signage and documents. Usually happens when Google isn't sure about your business for some reason.

Bulk Verification (For Big Companies)
If you have 10+ locations, you can submit all of them at once with a spreadsheet. Takes a few days but handles multiple locations quickly.

Why Your Verification Method Matters

The method Google gives you actually tells you something:

Phone/Email = Google trusts your business info
Postcard = Standard process, nothing unusual
Video = Google needs extra proof (not necessarily bad, just thorough)

How Each Verification Works

For Phone Verification:

Enter your business phone number exactly like it's on your website
Choose call or text (call usually works better)
Enter the code within 5 minutes
You're live immediately

For Postcard Verification:

Double-check your address is exactly right
Google mails a postcard (no P.O. Boxes!)
Wait 1-2 weeks for the postcard
Enter the 5-digit code from the postcard
Your listing goes live within 24 hours

For Video Verification:

Schedule a time through your dashboard
Get your documents ready (business license, utility bill, etc.)
Make sure your business sign is visible
Do the video call with Google
Usually approved within 1-2 days

What You Need Ready

Have these documents ready just in case:

Business license or registration papers
Utility bill with your business address
Tax documents with business name and address
Bank statement for the business
Photos of your business sign

Common mistakes that slow things down:

Business name spelled differently on different websites
Using P.O. Box instead of street address
Phone number that nobody answers
No visible business signage

Troubleshooting Common Verification Problems

Let's be real - verification doesn't always go smooth. Here are the most common problems and how to fix them:

Problem 1: "We couldn't verify your business"

This usually happens when:

Your business name is different on different websites
Your address looks suspicious to Google
Your phone number has issues
Google thinks you might be spam

How to fix it:

Make sure your business name is exactly the same everywhere - website, social media, directory listings
Use the USPS website to check your address format
Make sure your business phone works and someone answers during business hours
Wait 30 days and try again with fixed info

Problem 2: Postcard Never Showed Up

Happens to about 15% of people. Here's what to do:

Wait the full 14 days (some postcards are really slow)
Check with your mail person - sometimes they hold it at the post office
After 14 days, request a new postcard through your dashboard
Double-check your address format with USPS

Problem 3: Video Verification Got Rejected

Common reasons:

Couldn't see your business sign clearly
Your documents didn't match
Video quality was too poor
Couldn't prove you own the business

How to do better next time:

Clean your windows, turn on lights - make your sign super visible
Have all your documents organized and ready
Test your internet and camera beforehand
Practice explaining your business clearly

Problem 4: Everything Failed Multiple Times

When nothing works:

Contact Google My Business support through your dashboard
Ask for help in the Google My Business Community forums
Consider hiring a local SEO expert
Make sure you're listed on other platforms too (Bing, Apple Maps)

Quick Tips for Success

Make sure your business name, address, and phone are identical everywhere online
Fill out your entire profile before trying to verify
Be available when Google tries to contact you
Have all your business documents ready and photographed

Remember: verification isn't just a checkbox. It's Google's way of figuring out if they can trust your business. The more legit you look during this process, the better you'll rank later.

Optimizing Your Profile for Better Rankings

Once we have created our google business profile, the following step is to give as much information as possible. First, it gives us credibility, but it is also an important ranking factor. Furthermore, it is something that is easy to do, but that a lot of companies don't take the time to do it properly.

For example, there are around 500,000 restaurants in the US. If we select only those with a website, a phone number, a Google My Business profile, and at least one photo, we only have access to 300,000 results, which is maybe like, I don't know, 70%.

So that means 30% of restaurants don't even have the basics filled out. That's your opportunity right there.

The Basic Stuff You Must Complete

These are non-negotiable:

Business name (exactly as it appears on your door)
Complete address with suite/unit numbers
Phone number that someone actually answers
Website URL
Main category (super important!)
Business hours

The Extra Stuff That Gives You an Edge

Most businesses skip this, but it's gold:

Business description (keep it simple, say what you do)
Additional categories (we'll talk strategy later)
Service areas (if you're a service business)
Attributes (wheelchair accessible, outdoor seating, etc.)
Products or services list
Booking links if you take appointments

Photos - More Important Than You Think

You need:

Logo (square format works best)
Cover photo (nice wide shot of your business)
At least 3 photos of inside your business
At least 2 photos of outside
Photos of your team (people trust faces)
Photos of your products or services
Menu or catalog if you have one

The Stuff Most People Ignore

Google Posts
Post updates about your business weekly. Include photos, talk about sales or events, share news. Google loves businesses that stay active.

Questions and Answers
Here's a secret - add your own questions and answers! Seriously. Think about what customers ask and answer them yourself. This often shows up in search results.

Review Responses
Respond to every single review. Yes, even the 5-star ones. Thank people by name, address specific things they mentioned. It shows you care and Google notices.

For more advanced strategies, check out our guide on how to boost your Google Maps ranking - it covers tactics most businesses never think of.

Understanding Google Maps SEO Ranking Factors

Regarding the SEO on Google Maps, we obviously have access to other criteria. A big one is the review rating. So it's not a big one regarding the SEO technically speaking, but it is a big one regarding how likely a customer is willing to click on your detail page. Having a good rating attracts attention.

We also have access to a chart - so it's from 2020, maybe some things have changed by now. The top three of the local search ranking factors on Google Maps are:

1. Primary Google My Business Category

As you have noticed when we created our google business profile, we can insert a main category, but we can also have access to subcategories. So we can only insert one main category, but we can insert, I think, as many subcategories (secondary categories) as possible.

Here's the strategy:

Primary Category
Pick the most specific category that matches your main business. Don't go too broad. If you're a marketing consultant, don't pick "Professional Services" - pick "Marketing Consultant."

Look at what your successful competitors use. You can change this later and see if it helps or hurts your rankings.

Secondary Categories
You can add up to 9 more categories. Use these for the other things you do. Like if you're an Italian restaurant, your secondary categories might be "Pizza Delivery," "Catering Service," "Wine Bar."

Use these for longer, more specific keywords that your customers might search for.

2. Keywords Strategy: Short vs Long

Usually what companies do is that they insert a short-tail keyword for the main category and they insert long-tail keywords for secondary categories.

An example of a short-tail keyword on Google Maps is "restaurant." Examples of long-tail keywords are "Hong Kong style fast food restaurant," "Kyoto style Japanese restaurant," "pay by weight restaurant," and so on. These options are much more specific.

I think you get the difference. Short-tail keywords are very short keywords, something very broad in which you can get high volume, but on the other end, there is also much more competition. And it is the other way around for long-tail keywords with at least three words each - they are much more specific, meaning that the volume is low, but there is also less competition, so you are much more likely to be ranked number one.

So your strategy is:

Main category = the biggest keyword you can realistically rank for
Secondary categories = specific, longer keywords
Description = work in keywords naturally (don't stuff them)
Services list = even more specific keywords

3. Keywords in Google My Business Title

The second position is keywords in Google My Business business title - the importance of keywords again.

But be careful here. Don't change your legal business name just for SEO. If you have some flexibility (like if you use a "doing business as" name), you might consider including a keyword.

Like "Joe's Pizza Downtown" instead of just "Joe's Pizza." Or "Smith Insurance Agency" instead of just "Smith Agency."

But Google is getting strict about keyword stuffing in business names. Keep it natural and legitimate.

4. Distance from Searcher

And the third is the proximity of address to the point of search, which is something we cannot really control.

But here's what you can control:

If you're a service business, set up your service areas properly
If you have multiple locations, create separate listings for each
Make sure your address info is consistent everywhere online

Other Important Stuff (2025 Update)

Reviews

More reviews = higher authority
Steady flow of new reviews
When customers mention specific services in reviews
How you respond to reviews

Your Online Presence

Your business info matching across all websites
Having a good website
Active social media that links back to your Google listing

How People Interact with Your Listing

How many people click from search to your listing
How many visit your website from your listing
How many ask for directions
How many call you directly from the listing

Competitive Analysis & Local Market Research

Here's something most businesses completely ignore: actually looking at what their competition is doing. And I don't mean just glancing at who's next door.

Finding Your Real Competition

Remember those stats about unclaimed businesses? 30% of restaurants haven't even claimed their listings. So if there are 100 restaurants in your area, 30 of them are basically invisible on Google Maps. That's a huge opportunity.

Here's what to do:

Search for your main keywords in Google Maps
Look at the top 10 results
See which ones are claimed vs unclaimed
Check how complete their profiles are

Using tools like Scrap.io, you can pull data on all your competitors:

Which ones have websites
Their contact info
How many reviews they have
What categories they're using
Whether they're active on social media

Why does this matter? If you can see that most competitors have terrible profiles with 2 photos and never respond to reviews, you know exactly what to do to beat them.

Finding Opportunities

Here's a real example: search for "accounting services" in most cities and you'll find:

40% haven't claimed their listing
60% have fewer than 5 photos
80% never respond to reviews
90% haven't posted anything in 6 months

Your opportunity? Be in the 10% that actually does things right.

Using This Info

Geographic Opportunities
Search your services with different neighborhood names. You might find areas where competition is really weak and consider expanding there.

Category Opportunities
See what categories your competitors use. Maybe there are gaps you can fill or additional categories you should be using.

Content Ideas
Look at questions in competitors' Q&A sections. What are customers asking about? What complaints show up in negative reviews? This tells you what people care about.

Want to understand how to gather this competitive intelligence properly? Our guide on Google Maps research techniques shows you how to do it while staying within Google's rules.

Keep Track Monthly

Once a month, check:

Where your competitors rank for your main keywords
How many new reviews they got
Whether they added new photos or posts
Any changes to their business info

Things to watch out for:

Competitors suddenly ranking higher
New businesses entering your market
Competitors getting way more reviews
New categories they're targeting

The big insight: most local businesses do the bare minimum. Just by doing things properly - complete profile, regular updates, responding to reviews, adding fresh photos - you can beat competitors who've been around longer than you.

Google Maps Advertising

Finally, let's say a word regarding Google Maps ads. It's pretty similar to Google ads, meaning that the sponsored results will be placed above the organic results.

Can we know how many companies use Google Maps ads? Not exactly. However, we can know how many companies have ad pixels on their website. So it's not the same thing - in that case, it will show us how many companies spent some money in advertisement. But advertising in that case can be Facebook ads, Google ads, LinkedIn ads, all this kind of stuff, but it's not particularly Google Maps.

Anyway, we know that we have around 13,000 results, which might be 20%, maybe between 20 and 25% of businesses.

When You Might Want to Try Google Maps Ads

Your local market is super competitive
You have busy and slow seasons
You're opening a new location
You want quick visibility while you build up your organic rankings

Types of Local Ads

Local Search Ads - show up above regular results in Maps
Local Discovery Ads - appear when people are just browsing Maps
Performance Max for Store Goals - Google's automated thing for multiple locations

Budget Stuff

Local ads usually cost way less than regular Google Ads - maybe 50-70% less. Most local businesses pay $1-5 per click. Start with $10-20 per day to test it out.

Here's the thing though - don't rely just on ads. The best approach is to use paid ads to get immediate visibility while you work on your organic rankings. Once you start ranking better naturally, you can cut back on the ad spending.

Key Takeaways for Business Success

The most crucial point to remember is that claiming your Google Maps listing is absolutely essential for effective google my business optimization. With 30% of businesses still not having claimed their listings, this represents a massive opportunity for those who take action.

Do These Things Right Away

Claim your business if you haven't already
Actually complete the verification process (don't skip this!)
Fill out every single field in your profile
Pick your categories carefully (one main, several secondary)
Add keywords to your business title if it makes sense (but keep it natural)
Upload lots of good photos and keep them updated
Set up a system to monitor and respond to reviews

Advanced Stuff That Makes a Difference

Use specific, longer keywords for your secondary categories
Write a clear business description with your main keywords
Respond to every review professionally
Post regular updates to keep your profile active
Use tools like Scrap.io to see what your competition is doing
Track how you're ranking for your important keywords

Competitive Intelligence

Find out which competitors haven't claimed their listings
See gaps in how competitors optimize their profiles
Discover keyword opportunities they're missing
Keep an eye on changes in your market

Bottom Line

This isn't just about showing up in search - it's about looking credible, engaging with customers, and beating competitors who aren't putting in the effort. Most businesses do the bare minimum with their Google listing. By following this guide and staying consistent, you'll outrank businesses that have been around way longer but never bothered to optimize properly.

The biggest opportunity right now: most of your competitors are lazy about this stuff. While they're ignoring their Google listings, you can dominate local search.

Want more tools for local market research? Check out our Chrome extension Maps Connect for quick access to competitor info directly from Google Maps.

Frequently Asked Questions

Is it free to put your business on Google Maps?

Yes, absolutely! Creating a Google Business Profile and listing your business on Google Maps is completely free. As demonstrated in the tutorial above, you can go to google.com/business and set up your entire profile without any cost. The only "investment" is your time to fill out the information correctly and go through the verification process.

How long does it take to add a business to Google Maps?

Based on the step-by-step process shown above, setting up your basic profile takes about 15-30 minutes. However, the verification process can take longer - anywhere from a few minutes (for phone/email verification) to 1-2 weeks (for postcard verification). Once verified, your business typically appears on Google Maps within 24-48 hours.

Quick breakdown:

Profile setup: 15-30 minutes
Phone verification: Instant to 24 hours
Postcard verification: 7-14 business days
Video verification: 1-7 days
Going live: 24-48 hours after verification

Why doesn't my business appear on Google Maps?

The most common reason, as highlighted in the statistics above, is that your business hasn't been claimed and verified. Remember, 30% of businesses still haven't claimed their listings! Other reasons include:

Most common causes:

You claimed it but never completed verification
Missing important info like phone number or address
Address format doesn't match what Google expects
Wrong or missing business category
Your listing got suspended (rare but happens)

Quick fix list:

Make sure verification is actually complete
Check your address format with the USPS website
Add all required business information
Pick the right business categories
Wait 24-48 hours for changes to show up

How do I get my business Google verified?

As shown in the tutorial, Google offers several verification methods based on your business type and location:

Methods in order of speed:

Phone call or text (fastest - instant to 24 hours)
Email verification (for businesses with matching domain emails)
Postcard verification (most common - 7-14 days)
Video verification (newer method for tricky cases)
Bulk verification (for businesses with 10+ locations)

To increase your chances:

Make sure your business name is the same on your website and official documents
Use a local phone number that someone answers during business hours
Double-check your address format with USPS
Have your business documents ready (license, utility bills, tax documents)

Should I put my business on Google Maps?

Absolutely yes! The benefits are huge:

Immediate benefits:

Free visibility to millions of daily Google Maps users
Customers trust verified businesses more
You can actually engage with customers through reviews and questions
Competitive advantage over the 30% of businesses that haven't claimed their listings
Better performance in local search results

Long-term benefits:

Customer insights through Google My Business analytics
Dominate your local market when done right
Higher conversion rates from local search traffic
Way more cost-effective than traditional advertising

What's the difference between Google My Business and Google Business Profile?

Great question! Google My Business was renamed to Google Business Profile in 2021. They're the same thing - just a name change. Some people still call it "Google My Business" or "GMB," but the official name is now "Google Business Profile."

Why did they change it?

Simpler branding across Google's business tools
Better integration with other Google services
Less confusion with personal Google accounts

How do keywords affect my Google Maps ranking?

As explained in the ranking factors section, keywords are crucial in several places:

Main areas where keywords matter:

Primary business category (your main keyword target)
Secondary categories (long-tail keyword opportunities)
Business title (but keep it natural!)
Business description (work them in naturally)

Strategy:

Short keywords for your primary category (high volume, high competition)
Long, specific keywords for secondary categories (lower competition)
Local terms in your description ("downtown," "near [landmark]")
Service-specific keywords in your services list

Important: Don't stuff keywords in your business name - Google penalizes that now.

Can I use tools like Scrap.io to research competitors on Google Maps?

Yes! Tools like Scrap.io are great for competitive research and understanding your local market:

What you can learn about competitors:

Which businesses in your area have claimed their listings
What categories and keywords your competitors use
How complete their business information is
Contact information for potential partnerships
Opportunities where businesses haven't optimized properly

How to use this info:

Find underserved areas or categories
Track changes in competitor optimization
Identify businesses that might need your services
Connect with complementary businesses

Legal note: Make sure any data research complies with Google's terms of service. Check out Google Maps research guidelines to stay within acceptable limits.

How often should I update my Google Business Profile?

Minimum schedule:

Weekly: Respond to new reviews and answer questions
Monthly: Add new photos and create posts
Quarterly: Update business info, hours, and services
Yearly: Review and optimize categories and descriptions

Update immediately when:

You change business hours or phone numbers
You add new services or products
You have seasonal changes (holiday hours, temporary closures)
You get negative reviews that need responses
Your competitors make big changes

What happens if I don't claim my Google Maps listing?

Immediate problems:

Zero control over your business information
Can't respond to customer reviews
No access to customer insights and analytics
Can't add photos, posts, or updates
Lower rankings compared to verified competitors

Long-term damage:

Lost customers who can't find accurate information
Reputation damage from unmanaged negative reviews
Competitors will outrank you as they optimize their listings
Missed opportunities from local search traffic

The bottom line: With 30% of businesses still unclaimed, not claiming your listing means giving up a huge competitive advantage. It's like having a store but letting random people manage your front door - you have no control over how customers see your business.