The ultimate objective of Google Maps marketing is to achieve as high a placement as possible in the local business results listings on the Google Maps results on relevant Google search engine results pages. Let’s take a look at what this means.

Like other digital marketing optimization efforts, improving your visibility in Google Maps marketing can – and likely will – take time. This means there are no quick hacks, no overnight fixes, no easy way to rise to the top of the pack. Even if you implement all the optimizations above, it may still take a while for your business’ visibility to improve in Google Maps.

Online reviews define a brand’s reputation. For chains and franchises, this happens one store location at a time. According to SOCi research, 74% of consumers conduct local searches at least once a week, and 56% visit a business right after searching. But which business will they visit? According to Trustpilot, 89% of consumers read reviews before making a purchase decision. Meanwhile, McKinsey reports that the number of online consumer reviews is surging, nearly doubling during the pandemic.

Competition is fierce among local businesses to achieve top-ranked status. High average ratings and a large volume of reviews make it more likely that companies will appear in Google’s so-called 3-Pack, where only three businesses are showcased in the initial set of local search results. SOCi research finds that businesses receive 126% more traffic when they rank in the first three positions in search.

In May, Google announced that a range of new ad features would soon be coming to Google Maps. 

There are four main ad features that are new to Google Maps. They are Promoted Pins (which can include branding and logos), in-store promotions, customizable business pages, and a local inventory search function. These ads will be shown in Maps results on the Google Maps app, the desktop and mobile versions of the Google Maps site, and on Google.com Expanded Map results.