For a business on the High Street in Market Harborough, your biggest competitor isn't always the shop next door. It's the quick search someone does on their phone while standing just metres from your entrance.
In today's world, Google isn't just a search engine; it's the new digital high street, the local directory, and the village noticeboard all rolled into one. Simply "being on the map" is no longer enough. To thrive, you need to actively manage your presence and use the powerful tools Google provides to turn online searchers into in-store shoppers.
Here are the five most important things every local business with a physical location should be doing on Google.
1. Perfect Your Google Business Profile (Your Digital Front Door)
This is the absolute, non-negotiable foundation of your entire local online presence. Your Google Business Profile (GBP) is the box that appears on the right-hand side of a search or at the top of Google Maps, showing your photos, hours, address, and reviews. If this isn't 100% accurate and optimised, you're already losing.
Your Checklist:
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Accuracy is Everything: Are your opening hours correct? Is your phone number clickable? Is the map pin in the exact right spot? Double-check this quarterly and always update it for holidays.
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Use High-Quality Photos: Showcase your shop's interior, exterior, products, and friendly staff. Photos build trust and help customers know what to expect.
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Use Google Posts: This free feature lets you post updates, offers, and events directly to your profile. It's like a mini-billboard on the search results page.
2. Actively Manage Your Google Reviews (Your Social Proof)
A high star rating is one of the most powerful trust signals you can have. Think about your own behaviour - would you visit a cafe with a 3.2-star rating when there's one with 4.8 stars just around the corner?
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Ask for Reviews: Don't be shy. The single best way to get good reviews is to ask your happiest customers to leave one. A simple sign at your till or a link in an email receipt can work wonders.
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Respond to Every Review: Thank customers for positive reviews. For negative reviews, respond promptly, professionally, and politely. Showing you're engaged and willing to resolve issues speaks volumes to potential customers.
3. Showcase Your Stock with Local Inventory Ads
As we've covered in a previous post, Local Inventory Ads are a game-changer for retailers. This tool bridges the gap between an online search and an in-person sale by showing customers that you have the exact item they want in stock, right now.
This is your secret weapon against the online giants. While a customer might have to wait two days for a delivery from Amazon, your ad can show them they can have the product in their hands in the next ten minutes. It's the ultimate tool for capturing the "I need it now" shopper.
4. Run Ads That Drive In-Store Visits
Many business owners think Google Ads are only for driving traffic to a website. But Google knows that for local businesses, a person walking through the door is often more valuable than a website click.
With modern Google Ads campaigns (like Performance Max), you can set "store visit" conversions as your primary goal. This tells Google to optimise your budget to show ads to people who are physically near your location and statistically likely to visit a shop like yours. It’s a powerful way to use a small ad budget to directly increase footfall.
5. Dominate Google Maps with Local SEO
Appearing in the "map pack" (the top 3 local results on Google) can dramatically increase enquiries and visits. While many factors influence this, a crucial one is NAP Consistency.
NAP stands for Name, Address, and Phone number. Google needs to see this core information presented consistently across the web—on your website's footer, your social media profiles, and other online directories (like Yelp or Yell). Inconsistent information (e.g., listing "St." in one place and "Street" in another) confuses search engines and can harm your Maps ranking.
Bringing It All Together
Mastering Google is an ongoing process, not a one-time setup. It's the single most powerful lever a local business has to attract nearby customers. By treating your digital presence with the same care as your physical one, you can ensure that the next time someone searches for what you sell, your business is the one they choose to visit.
Feeling overwhelmed? As a local e-commerce and brand consultancy right here in Market Harborough, my job is to make this simple. Get in touch with Brand Canyon, and let's build a Google strategy that brings more customers through your door.
