How to appear on Google Maps and optimise your business listing

Why Google Maps is the most important storefront for your business

Before a customer walks through your door, there's a very good chance they searched for you on Google Maps. According to Google data, 76% of people who search for a local business on their phone visit that business within the next 24 hours. And 28% of those searches end in a purchase.

Your Google Maps listing isn't just a dot on the map. It's your digital storefront. It's the first impression millions of people have of your business. And unlike a paid ad, your Google Maps listing is completely free.

The problem is that many local businesses have listings that are abandoned, incomplete or not even claimed. And that means they're losing customers every day without knowing it.

Step 1: Claim and verify your listing

The first thing is to make sure your business appears on Google Maps and that you are the verified owner of the listing. Go to Google Business Profile (formerly Google My Business) at business.google.com and search for your business.

If your business already appears but you haven't claimed it, you'll see the option "Claim this business". Google will ask you to verify that you're the owner, usually via a phone call, SMS, postal letter with a code, or an email to your website's domain.

If your business doesn't appear, you can create a new listing. You'll need the business name, address, phone number and category.

Important: Don't create duplicate listings. If your business appears twice with slight variations (e.g. "Ana's Cafe" and "Cafe Ana"), request a merge or remove the incorrect one. Duplicates confuse Google and your customers.

Step 2: Complete all the information

A complete listing is up to 70% more likely to attract visits than an incomplete one. Google favours businesses that provide exhaustive information in search results. Review every field:

Business name. Use your real name, as it appears on your sign. Don't add artificial keywords like "Maria's Hair Salon — The Best Salon in Central London". Google penalises this and may suspend your listing.

Full address. Street, number, floor if applicable, postcode, city. If your business has no physical location (e.g. a mobile plumber), you can set a service area instead of an address.

Phone number. Use a local number, not a premium line or a mobile that changes. The phone number should be the same as on your website and any other directory. Consistency matters for SEO.

Opening hours. Include regular hours, special hours for holidays, and mark the days you're closed. Update hours for bank holidays, Christmas, summer, and any special periods. Nothing is more frustrating for a customer than going to your business and finding it closed when Google said it was open.

Website. If you have a website, link it. This creates a direct connection between your Maps listing and your site, which benefits the SEO of both.

Primary and secondary categories. This is one of the most important and most overlooked fields. The primary category determines which searches you appear in. "Italian restaurant" is different from "Pizza restaurant" which is different from "Restaurant". Choose the most specific one that describes your business. You can add secondary categories to cover more searches.

Business description. You have 750 characters to describe your business. Use this space wisely: mention your speciality, your location, and what makes you different. Don't repeat the name or address (they're already in other fields). Write for people, not algorithms.

Attributes. Google offers specific attributes depending on your category: free WiFi, outdoor seating, wheelchair accessible, accepts cards, parking, etc. Mark all that apply. Every attribute is one more reason for a customer to choose you.

Step 3: Add quality photos

Listings with photos receive 42% more direction requests and 35% more clicks to their website. Photos are critical.

What photos to upload:

• Exterior of the business (facade, entrance, signage) so customers recognise it on arrival
• Interior (atmosphere, decor, counter)
• Team (you and your staff, not posing stiffly, working)
• Products or services (dishes if you're a restaurant, finished jobs if you're a workshop, etc.)
• Logo as profile photo
• Cover photo that represents the essence of your business

Technical tips:

• JPG or PNG format, minimum size 720x720 pixels
• Good lighting (natural light if possible)
• No heavy filters or watermarks
• Upload new photos regularly (at least one per month)

Don't underestimate the importance of photos. Many customers decide whether to visit based solely on the photos in your listing.

Step 4: Get and manage reviews

Reviews are the most important decision factor for consumers. A business with an average of 4.5 stars and 150 reviews conveys a trust that no ad can match.

How to get more reviews:

• Ask directly. After a job well done, tell the customer: "If you liked the service, it would really help if you left a review on Google." Most people are willing but don't think of it.
• Create a direct link. Google lets you generate a short link that goes straight to the review screen. Put it on a QR code at the counter, on the receipt, or send it via WhatsApp.
• Automate follow-up. If you have the customer's email or WhatsApp, send a thank-you message the next day with the review link.
• Don't buy fake reviews. Google detects suspicious patterns (many reviews on the same day, new accounts, generic text) and removes them. It can also penalise your listing.

How to respond to reviews:

• Respond to all of them, positive and negative, within 48 hours.
• Positive reviews: thank them personally, mention a specific detail of their visit if you remember. "Thanks Maria, glad you enjoyed the homemade crème brûlée. See you again soon."
• Negative reviews: stay calm, apologise if appropriate, offer a solution, and invite the customer to contact you directly. Never get defensive. Other customers read your responses and judge how you handle conflict.

Step 5: Publish updates and offers

Google Business Profile lets you create posts that appear directly in your listing. They're like mini social media posts but inside Google Maps. You can publish:

• News: "This week we're launching our autumn menu"
• Offers: "20% off facial treatments all March"
• Events: "Wine tasting this Saturday at 7pm"
• Featured products: Photo + description + price of something specific

Posts expire after 7 days, so it's important to keep a steady rhythm. Ideally, publish at least once a week. This tells Google your business is active and up to date.

Step 6: Monitor and adjust

Google Business Profile offers free analytics that show you:

• How many people see your listing per month
• What searches they use to find you (direct vs. discovery)
• How many people ask for directions, visit your website or call you
• Which geographic area your visitors come from

Check these metrics at least once a month. If discovery searches ("restaurant near me") are low, perhaps you need to improve your categories. If direction requests are high but website visits are low, your website needs attention.

The next step: amplify your presence with your own website

Optimising your Google Maps listing is the essential first step. But it has a limit: you can't fully control how your business is presented on Google Maps. The text is yours, but the format and layout belong to Google.

Your own website complements your Maps listing powerfully. When someone searches for your business by name, your website appears alongside your Maps listing. And on your website you can fully control the narrative: which sections to show, which reviews to highlight, which photos to prioritise, which call to action to use.

Additionally, having a website linked from your Google Maps listing improves the ranking of both. Google understands that a business with its own website, a complete Maps listing and positive reviews is a real and relevant business for local users.

Ideally, your website and your Maps listing should tell the same story with the same information: same name, same address, same phone number, same services. This consistency, known as NAP (Name, Address, Phone), is one of the most important factors in local SEO.

Conclusion: your Google Maps listing is your foundation, your website is your differentiator

An optimised Google Maps listing is essential for any local business. It's free, it reaches millions of people, and when properly configured, it consistently attracts customers from your area.

But don't stop there. Your listing is the first contact. Your website is where you convince. Together, they form a digital ecosystem that works 24 hours a day to bring customers to your door.