How to Get More Customers From Google Without Paying for Ads
Google can be one of the most valuable sources of customers for a local business.
But you don't always need to pay for every click.
Your business can also appear organically in Google's local results, including Google Maps.
Start with your Google Business Profile
Your Google Business Profile is one of the foundations of local search visibility.
Make sure your business information is accurate and complete, including your business category, opening hours, phone number, website and services.
Google says that complete and accurate information helps businesses appear in relevant local searches.
Make your website useful
Your website should clearly explain:
What your business offers
Where you operate
Who your services are for
How customers can contact you
If you provide several important services, make sure those services are clearly explained on your website.
The goal isn't to fill your website with keywords.
The goal is to make it easy for both potential customers and search engines to understand what your business actually does.
Build genuine customer reviews
Reviews can influence how customers perceive your business, and Google states that reviews and positive ratings can also contribute to local ranking through its prominence factor.
The important word is genuine.
Google prohibits businesses from offering incentives in exchange for reviews.
A simple way to encourage legitimate reviews is to make the process easy—for example, by sharing your Google review link with customers after they have used your service.
Make your business information consistent
Google can use information about your business from different sources across the web.
Keeping important business information accurate and consistent can make it easier for customers and search engines to understand your business.
This includes things such as your business name, address, phone number and website.
Understand what organic visibility can do
When someone searches for a local service, they may see businesses in Google's organic local results without those businesses paying for each individual click.
That can create opportunities to reach people who are already looking for the services you provide.
Google's local ranking is primarily based on relevance, distance and prominence, and businesses cannot pay Google for a better local ranking.
Organic visibility and ads can work together
This isn't necessarily an either-or decision.
Google Ads can provide paid visibility, while local SEO can help your business compete for organic local searches.
The right approach depends on the business, its market and its goals.
But if you're relying entirely on paid advertising, it's worth looking at whether your business could also strengthen its organic presence.
Want to improve your Google Maps visibility?
NorthPeak Solutions helps local businesses optimize their Google Business Profile and improve their local search presence.
[Get in touch with NorthPeak Solutions →]
Google's search systems and features can change over time. This article is based on Google's publicly available guidance and provides general information.