Attract local customers with Google Maps Marketing

If you want people to be able to find you, you have to get your restaurant on the map, literally and figuratively. Creating buzz will get them interested, and getting your location on the map will show them where to go. None of this is news to you, but what you might not realize is how effective virtual maps are as a marketing tool.

A presence on Google Maps will boost your search engine optimization (SEO). When a user searches for terms associated with your food, like “salmon sashimi,” being on Google Maps will help you rise to the top of the search results. In the 21st century, it pays to become a Google restaurant. Now that you have a better idea of what it means to be “on the map,” let’s explore how to get started with Google Maps Marketing.

What is Google Maps Marketing?

Google Maps is like a virtual phone book backed by the world’s most popular search engine. Google uses your “NAP” (business name, address and phone number) to pin your business’ location to the map. When a user runs a Google search for “sashimi restaurants near my location,” your listing could appear in the results if you have a local NAP.

To get the most out of Google Maps, you’ll also want to claim your Google Business profile, the tech giant’s free personalized profile for companies. Google has a function called 3-Pack that displays the top three relevant local businesses first. If you learn how the system works, your sushi bar will rise to the top of the list – so long as you’re on Google Business. Once you’ve climbed to the top of the list, users can view photos, reviews and contact information. It’s more than just a map listing: it’s a gateway to your online presence.

What if there are more than three sushi spots in town? Google Maps Marketing’s listing of restaurants considers ranking factors when selecting the top search engine results. These include reviews on sites like Google Business and Yelp, the validity of your address (the data should be the same anywhere you list your business), and factors like whether your business listing has photos (they’re a plus).

What is Google Maps Advertising?

Think of Google Maps Marketing as location-optimized search results. Google Maps Advertising is the same concept, just with an added spotlight on your business. Your restaurant will appear at the top of relevant, location-targeted searches when you pay for a Google Map Ad. No, this method isn’t as organic as letting Google Maps push your business to the top of a search based on popularity or other ranking factors. And yes, people will know they’re looking at an ad because the listing bears a purple label to tell them so.

Performance metrics for restaurants on Google Maps

Like any good digital marketing tool, Google Business provides you with metrics. Use Google Maps metrics to see how you can take your business to the next level. Here are some important Google Business statistics to track:

• The number of clicks on your phone number: Find out what times people tend to call the most. This can help determine when you need to have a staff member waiting by the phone to take a reservation or answer questions about the menu.
• The number of clicks on Get Directions: Learn how many people have used your Google Business listing to get directions to your restaurant.
• The direction request report: You might wonder, “Who exactly are my local customers?” Google Business has the answer – and it may surprise you. A direction request report can show you where users were when they asked the search engine for directions. This data can reveal how far people are willing to travel to eat your food. Understanding your geographical reach will help determine how and where to focus marketing efforts.

Optimizing your Google Business account

Get your restaurant ready for its close-up – with a strong Google Business profile, searchers will like what they see when they zoom in on your establishment on the virtual map. Here’s how to get your business profile looking good:

1. Verify business information: You worked hard to build your company, so claim it. Once you do, you’ll be the only person who can modify the information in your business profile.
2. Check off relevant attributes and categories: Hungry web searchers are likely craving a certain kind of cuisine, so be sure to list what type of food your restaurant offers. This will help Google Maps know to include your sushi bar in the search results for all the wasabi-loving foodies in your neighborhood.
3. Triple-check your business address: Remember when we said that businesses have a better chance of rising to the top of search results if the address is correct? “Correct” means listing your address exactly as the USPS or other postal services would write it. Include every little detail, such as room or suite numbers and the complete nine-digit zip code.
4. Introduce yourself: Give viewers a brief introduction to your business with a concise explanation of what your restaurant is all about. This is one of your Google Business profile’s most critical optimization factors.
5. Brag a little: Your sashimi is out of this world, so ask satisfied customers to leave a positive review. In return, offer them a perk such as a free side of edamame or 10% off their next order. Solid customer reviews will boost your online ratings and help you build social proof online – not to mention the effect rave reviews will have on searchers trying to make up their minds. When you get negative reviews, control the damage with a prompt, tactful response.
6. Post pics: If you want your business to be seen, add photos of your physical location, food and any products you sell. According to Google, having pictures attached to your listing increases the odds of someone visiting your website or requesting driving directions.