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How to Appear in Google Maps and Rank for “Near Me” Searches in Winchester, Bournemouth and Poole

October 9, 2024

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How to Increase Visibility for Local Searches on Google

The number one aim of a Local SEO strategy is getting your business to appear in Google Maps and ranking for 'near me' searches. If your business offers a catchment-based service or has a brick-and-mortar premises where customers can visit, whether a showroom, workshop or salon, a local SEO campaign could help target the local market. By targeting the local market you create a niche for your website making it easier to stand out, it can also attract higher qualified leads, so minimal effort or time is spent qualifying leads which don't meet the location criteria.

Here are our top tips on what to do when trying to find local customers in Bournemouth and Poole with local SEO... with some very tasty examples.

Why Is Local SEO Important?

Local search engine optimisation in Winchester, Bournemouth or Poole has the power to make or break a business. Appearing in Google Maps should be your #1 aim for your local SEO strategy as recent developments to the layout of Google's Search Engine Results Pages (SERPs) brings a bigger focus on Google Business Listings and the increased use of generative AI in searches has allowed local customers the freedom to rely on fast and convenient access to local information on the go. What this means is, for example, your potential customer wakes up Sunday morning and the first thing they fancy is a delicious coffee and dreamy vegan pastry for breakfast, the first thing they do is open Google and type 'coffee and vegan cake near me' and the very top results are businesses listed on Google Map Pack. Your customer can check the opening times, read the menu and even book a table all within three or four clicks from submitting their search.

When it is this easy to interact with Google Maps, it is no surprise that 80% of local mobile searches end up converting.

So, grab your avocado toast or just a builder's brew, as we dive into the Google Map Pack and how to optimise for local SEO.

Near me Searches in Bournemouth and Poole

Near me searches indicate that users are looking for services or products in their immediate vicinity. Google answers these searches with both Google Map Pack listings and organic page listings, this means there's plenty of opportunity to get noticed.

One way to do this is to use location targeted keywords. Depending on how your business is set up, whether you service multiple locations or you have a single location you want to target will determine how these keywords are added to your website. There are two main strategies, either to create individual location pages or to have a single dominant location target across the core website pages.

Another way to increase location-focused keywords on your website is to generate content around local events, the local community or create case studies within your target area. Community-based content can also help humanise your brand and demonstrate brand values, which go on to resonate with customers helping conversion rate. Win, Win!

If your business has strong connections with in the local area or has affiliate brands, then these should 100% be exploited for the benefit of local SEO and ideally have a reciprocated link from their website to yours and visa versa. Both websites will benefit from this linking relationship, so there shouldn't be difficulties when establishing these.

If your business doesn't have the wings of a social butterfly, then another way to generate local backlinks is to work with local directories. Local directories often list your business name, address, telephone number and provide a link to your website. Sometimes these are free or incur a small listing charge.

How to Appear in Google Maps In Winchester, Bournemouth and Poole

Appearing in Google Maps is where the magic happens. There are Google guidelines to optimising your Google Business Profile (GBP) and all listings, whether you have a single listing or multiple locations, all need to be verified. These are simple checks done by Google to ensure no one cheats the system. For example, each GBP has to have a physical location, headquarters, or mailing address so you can not create multiple profiles targeting several locations if you don't have a mailing address at each location. The correct way to target multiple locations with a single physical address is to set up multiple target locations or service areas within a single profile. This is where most businesses end up with verification issues and their GBP will be delisted or Google will never make it public.

Setting up a Google Business Profile without a public location, showroom or shop

Not all businesses have a location open to the public, for example, if you're a mobile tradesperson or e-commerce business then you do not want to promote a location where customers can visit but you do want to offer a service catchment area or delivery locations. In these instances, you will set up a Google Business Profile with a mailing address (which in some cases will be your home address). There are options to make the address hidden from the public and this signals to customers that there isn't a physical address they can visit. Instead, you will list your private (and hidden) mailing address and publicly display 'service areas'. These service areas will be displayed within Google Maps and show customers where your business operates.

Optimising your Google Business Profile

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At the very basic level of optimising your Google Business listing, one thing that is often overlooked is having a consistent, business name, address phone number and business hours across the listing, your website and any directory listings. This is one of the most common errors and can be easily done when a quick change is made on the website and not followed through onto the Google Business Profile.

Imagery

A picture can paint a thousand words and if your customers are looking for a 'vegan pastry near me' they probably want to see what you have to offer. Similarly, if you're offering a service, product or inviting customers to a venue it is so important to add your own imagery, as the default will be the Google Maps Street View. Ideally, you want to take charge of your listing, take your own exterior and interior images on a sunny day and set your own display image.

Get Reviews, and Respond to Them

Encourage your happy customers to leave positive reviews on your GBP listing. And don’t forget to reply! It shows you care and keeps engagement high.

Mobile Optimisation

Most “near me” searches happen on mobile and going back to our impressive statistic from earlier in the blog, a whopping 80% of 'near me' searches on mobile end up converting. So if your optimising for Google Maps and 'near me' searches, we can presume these users are going to be on mobile and will be looking for a mobile-friendly website with fast loading times and easy navigation to take them on their next step of their search journey. If you're worried about your website's mobile performance, why not check out our conversion rate optimisation services for more information?

FAQs: Let's Get Technical

Q: How long does it take to appear on Google Maps?

Once you’ve claimed and verified your GMB listing, it can take a few days to a couple of weeks for your business to appear on Google Maps. Patience is key!

Q: Can I rank higher by using paid ads?

Yes, Google Ads can give you a temporary boost, but for sustainable growth, focus on organic SEO practices.

Q: What if my business changes location?

A: Update your GMB listing immediately. Consistency is crucial, and any discrepancies can confuse Google (and your customers).

Our Top Tip!

Don’t just set it and forget it. Regularly update your GMB listing with new photos, posts about promotions, and respond to reviews promptly. Keep an eye on your analytics to see what’s working and tweak your strategy accordingly.

Free Local SEO Consultation

Feeling overwhelmed? No worries, we’ve got your back! Get a free local SEO consultation with us, and let’s make your business the centre of every “near me” search. Drop us a message or give us a call, and let’s get started on making your business the go-to spot for local customers. We can discuss SEO opportunities specific to your website and your business goals. Drop us an email or give us a call on: 01794 830042

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Author

Emmy JC

Emmy is our Managing Director and Lead SEO, she has been here since the beginning and has project-managed and developed some of the most successful websites that have been produced by the agency.