Explain how Google Maps contributes to local business discovery and customer actions.
Module 1 · Lesson 5
Google Maps and Your Business
Learn how Google Maps drives foot traffic and customer actions for local businesses.
Learning Outcomes
Describe how Map Pack rankings differ from Google Search rankings.
Identify the key features of a Google Maps business listing.
Understand how map engagement signals influence overall search ranking.
Key Concepts
Google Maps as a Business Discovery Tool
Google Maps is used by hundreds of millions of people every day to find businesses, check opening hours, read reviews and get directions. For local businesses, appearing prominently on Google Maps can be the difference between a customer choosing you or a competitor. Approximately 30% of all mobile searches are location-related, and the vast majority of these use Google Maps.
The Map Pack Connection
The Local Pack (the three businesses shown in Google Search results) and Google Maps are powered by the same underlying data — your Google Business Profile. Optimising your profile improves your ranking in both places simultaneously. When someone views the map in the Local Pack and clicks through, they are taken directly to the full Google Maps listing for your business.
Key Google Maps Features for Businesses
Business pin accuracy — Your business must appear as a pin in exactly the right location on the map. An incorrect pin location causes confusion and erodes trust. Always verify that your pin is precisely placed on your actual business premises.
Directions and navigation — When a customer clicks "Directions" on your Maps listing, Google navigates them directly to your door. Every direction request is also recorded in your Insights as a valuable engagement signal.
Street View — Many business listings include Street View imagery that shows the exterior of the premises. Having a recognisable, professional exterior helps customers identify your business and builds confidence before they arrive.
Engagement Signals on Maps
Every time a customer clicks on your Maps listing — to view photos, read reviews, call you or request directions — Google records this as a positive engagement signal. Higher engagement tells Google that your listing is useful and relevant, which contributes to higher rankings over time. Encouraging customers to look at your profile, view photos and leave reviews all contribute to these signals.
Step-by-Step Practice
Open Google Maps on your phone or computer and search for your business type in your area.
Click on your business listing (or a competitor's) and explore every section — photos, reviews, Q&A, posts and more.
Check your business pin location by searching for your business name in Maps. Is the pin exactly on your premises?
Request directions to your business from a nearby landmark and confirm the route is correct.
Note which features are fully filled out on your listing and which are missing or incomplete.
Ian's practical tip: I understand how Google Maps drives local business discovery. I know how Map Pack rankings relate to Google Business Profile. I have checked my business pin location on Google Maps. I have identified missing features in my Maps listing.
Practical Activity
Complete and record this task
Add your business to Google Maps by ensuring your Google Business Profile has a verified, accurate address. The map pin should be on the front entrance of your premises, not on the building centre or street — this helps navigation apps guide customers directly to your door.