Google Maps marketing in Australia: Lead new clients to you
Google Maps – an Australian invention – is not just a handy tool to help people navigate from one place to another; it can also be used to market your business to local clients.
From mortgage brokers and real estate agents to accountants and conveyancers, property and finance professionals can highlight their services and steer clients in their direction through an effective strategy known as Google Maps marketing.
What is Google Maps marketing?
Google Maps marketing is an SEO (search engine optimisation) and content marketing strategy that can enhance your business’s prominence in Google’s map results. It uses Google Maps’ functionality to promote your services to nearby clients.
Statistics from statcounter reveal that, from March 2023 to March 2024, Google had 93.57% of search engine market share in Australia. Research also shows that almost half of Google searches in Australia are related to local establishments’ location and business hours.
Using the popularity and reach of Google Maps can, therefore, help Australian businesses promote their services and attract new clients.
What is SEO marketing?
SEO entails optimising content by employing specific writing techniques to enable search engines like Google to rank a website higher on their search pages. Higher rankings give you better visibility and, thus, a better chance of attracting more customers.
Global SEO data shows that 86% of people look up a business’ location on Google Maps. It is also worth noting that your Google business page accounts for 14% of your ranking power.
Why Google ranking is important
The higher your Google ranking, the more likely potential clients are to visit your page. This is because people perceive the first few businesses at the top of search engine results to be more credible and among the leaders in their industries.
Global SEO data shows that more than 90% of online experiences begin with an online search. Furthermore, about 60% of users click on one of the top three results, known as Google’s Local 3-Pack. The ultimate goal is to end up in this ‘pack’.
How Google determines a business’ ranking
Google explains that its local results are based primarily on relevance, distance, and prominence.
“A combination of these factors helps us find the best match for your search. For example, our algorithms might decide that a business that’s farther away from your location is more likely to have what you’re looking for than a business that’s closer, and therefore rank it higher in local results.”
How Google Maps marketing can help your business
Whether you are a real estate agent looking to attract vendors or a mortgage broker looking for new clients, this content marketing strategy can boost your business’ visibility in Google Maps search results.
Google will display Google Maps results when it identifies search queries that are requesting local services. If your business is listed, it will be easier for customers to find you and obtain useful information such as contact details, website links, operating hours and information about the services you offer. Furthermore, through Google Maps marketing, customers can rate your service and leave reviews.
Set up a Google Business Profile in 6 steps
1. Navigate to Google Maps
- business name and category
- location
- service area
- contact information
5. Verify your listing
To ensure your GBP is searchable, you will need to verify your listing. Verification codes can be sent by phone, email, postcard, video recording or via a live video call.Once your profile has been verified you will be able to enter more detailed information about your business. This includes:
- services you offer
- operating hours
- a description of your business
- business photographs
Take advantage of the power of Google Maps marketing
Once you have set up a GBP, it is important to actively use it as a content creation tool to improve your business’ ranking. This requires regular management, updating and effective communication with customers who interact with your business through this tool.
Here are some ways to optimise your profile and improve your reach, according to Google:
- Enter complete data
- Verify your location
- Keep your hours accurate
- Manage and respond to reviews
- Add photos
- Add in-store products
Smart content marketing with Google Maps
Google Maps marketing has the power to be a significant content marketing tool for your business, but its efficacy is hugely dependent on strong web content creation and smart SEO copywriting. For this reason, many businesses choose to outsource the management of their Google Business Profile to a copywriting agency or content writing company.
A copywriting agency that specialises in content writing for financial services and property professionals not only has the time to actively manage your business profile but the writing skills – particularly the techniques required when writing for the web.
