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Local Search Guide

Why Your Business Doesn't Show Up on Google Maps

Discover exactly why your business isn't appearing when local customers search, and learn the simple fix that makes you visible.

12 min read •

You run a great business. Your customers love you. Your work is excellent. But there's a problem you might not even know you have:

When potential customers in your area search for what you offer, your business doesn't show up.

Not on Google Maps. Not in local search results. Nowhere.

And every day that continues, you're losing customers to competitors who do show up.

Let me show you exactly why this happens and how to fix it.

The Reality Check: Try This Right Now

Before we go any further, I want you to do something:

The Test

  1. 1 Pull out your phone
  2. 2 Open Google
  3. 3 Search for "[your business type] near me" - for example: "hair salon near me" or "sandwich shop near me" or "accountant near me"
  4. 4 Look at the map that appears at the top
  5. 5 Look at the three businesses listed below the map

Is your business there?

If not, keep scrolling through the results.

Still don't see your business?

This is what your potential customers see every single day when they're actively looking for what you offer.

They see your competitors. They don't see you.

Why This Matters More Than You Think

Let's talk numbers for a second.

46%

Of all Google searches are looking for local information

72%

Of people who do a local search visit a store within 5 miles

88%

Of local business searches on mobile result in a call or visit within 24 hours

44%

Of clicks go to the Local Pack (top 3 results)

If you're not showing up in these searches, you're automatically eliminating yourself from nearly half of all potential customers looking for what you offer.

The #1 Reason Local Businesses Don't Show Up

After working with hundreds of local businesses, I can tell you the most common reason businesses don't appear on Google Maps:

They don't have a Google Business Profile.

Or if they do have one, it's:

  • Unverified (Google doesn't trust it's real)
  • Incomplete (missing critical information)
  • Unclaimed (someone else created it but never verified ownership)
  • Suspended (violated Google's terms, often unknowingly)

Let me explain what Google Business Profile is and why Google requires it.

What Is Google Business Profile?

Google Business Profile (formerly called Google My Business) is Google's free tool that allows you to manage how your business appears on Google Search and Google Maps.

When you create and verify a Google Business Profile, you're essentially telling Google:

"Yes, my business is real and I own it"
"Here's where I'm located"
"Here are the services I offer"
"These are my hours"
"This is my phone number"
"Here are photos of my business"

Without this information, Google has no way to show your business when people search for local services.

Think about it from Google's perspective: They can't just show every business that exists. They need to verify you're legitimate, know where you're located, and understand what services you offer so they can match you to relevant searches.

The Google Business Profile Panel: What Customers See

When someone searches for a local business type, Google displays what's called the "Local Pack" - the map with three business listings.

For each business, Google shows:

Business name
Star rating and reviews
Address and distance
Business hours (open now)
Phone number (click to call)
Get directions button
Photos of the business
Services offered
Website link

All of this comes from the Google Business Profile.

If you don't have a profile, Google can't display any of this information. You simply don't appear.

Why Your Website Alone Isn't Enough

I hear this all the time:

"But I have a website. Isn't that enough?"

No. Here's why:

Your website might rank somewhere in Google's general search results, but it won't appear in:

The map at the top of search results
The "Local Pack" (the 3 businesses shown with the map)
Google Maps itself when people search there
"Near me" searches on mobile
Voice searches ("Hey Google, find a hair salon nearby")

44%

The local map results get 44% of all clicks for local searches.

That means almost half of people searching never even scroll down to where your website might be. They choose one of the three businesses in the map pack and call them or visit them.

If you're not in that map pack, you're invisible to 44% of potential customers.

How Google Decides Who Shows Up

Google uses three main factors to determine which businesses appear in local search results:

1. Relevance

How well does your business match what the person is searching for?

This comes from:

  • • Your business categories in Google Business Profile
  • • The services you've listed
  • • Your business description
  • • The content on your website

Without a Google Business Profile, Google doesn't know what services you offer or what searches you're relevant for.

2. Distance

How far is your business from the person searching?

Google uses:

  • • The address in your Google Business Profile
  • • The searcher's current location (especially on mobile)
  • • Whether you've defined a service area

Without a Google Business Profile, Google doesn't know where you're located.

3. Prominence

How well-known and established is your business?

Google looks at:

  • • Number of Google reviews
  • • Star rating
  • • How complete your Google Business Profile is
  • • Citations (mentions of your business on other websites)
  • • Clicks, calls, and direction requests you receive

Without a Google Business Profile, you have zero prominence in Google's eyes.

The Most Common Scenarios I See

Scenario 1: No Google Business Profile At All

This is the most common situation. The business owner has:

  • • Never heard of Google Business Profile
  • • Heard about it but never got around to creating it
  • • Thought "I'll do that later" and forgot
  • • Assumed their website was enough

Result: Completely invisible in local search. Not on the map. Not in the local pack. Not appearing for any "near me" searches.

Scenario 2: Unverified Google Business Profile

The business owner started creating a profile but never completed Google's verification process (usually a postcard sent to the business address with a code).

Result: Profile exists but Google won't show it because it's not verified. Still invisible.

Scenario 3: Someone Else Created Your Listing

Sometimes Google automatically creates a basic listing for businesses, or a customer creates one. But since it's not claimed and verified by the owner, it's incomplete and inaccurate.

Result: Minimal visibility with wrong information (old hours, wrong phone number, no photos).

Scenario 4: Suspended Profile

The business had a profile but violated Google's guidelines (often unknowingly) and got suspended.

Common violations:

  • • Virtual office address
  • • PO Box as address
  • • Multiple listings for same location
  • • Keyword stuffing in business name
  • • Service area not properly configured

Result: Profile exists but Google won't show it. Owner often doesn't even know it's suspended.

How to Check If You Have a Google Business Profile

Here's how to find out:

Method 1: Google Yourself

  • • Search "your business name + your city" on Google
  • • Look for a knowledge panel on the right side (desktop) or a business card (mobile)
  • • If you see your business with a map, hours, reviews, etc., you have a profile
  • • If you just see your website and maybe directory listings, you likely don't have one

Method 2: Search Google Maps

  • • Go to Google Maps
  • • Search for your business name
  • • If your business appears with detailed information, you have a profile
  • • If it doesn't appear at all, you don't have one

Method 3: Try to Claim It

  • • Go to business.google.com
  • • Try to claim or create your business listing
  • • Google will tell you if one already exists

Method 4: Search Your Business Type + Near Me

  • • Use the test from the beginning of this article
  • • Search "[your business type] near me"
  • • If you're not in the top 20 results, you likely don't have a profile (or it's not optimized)

How to Fix It: Creating Your Google Business Profile

If you don't have a Google Business Profile, here's what you need to do:

Prerequisites - Have Ready:

Gmail account
Business address
Phone number (local)
Business hours
Website URL
10-15 photos
Services list
Business description

Step 1: Go to business.google.com

You'll need a Google account. Use an account you can access long-term (not someone who might leave your business).

Step 2: Add Your Business

Click "Manage now" or "Add your business to Google"

You'll need to provide:

  • • Business name (exact legal name or DBA - don't add keywords)
  • • Business category (choose the most specific category that matches)
  • • Do you have a location customers can visit? (Yes for most brick-and-mortar businesses)
  • • Your business address
  • • Do you serve customers at their location? (Yes for service businesses)
  • • Contact information (phone and website)
  • • And more details as prompted

Step 3: Verify Your Business ⚠️

This is the step many people skip, and it's the most important.

Google needs to verify you actually own/manage this business before they'll show your profile.

Verification methods:

  • Postcard (most common): Google mails a postcard with a verification code to your business address. This takes 5-14 days.
  • Phone: Some businesses can verify instantly via phone call or text
  • Email: Rare, only for some business types
  • Video: For some service-area businesses

You must complete verification or your profile won't show up. This is where most DIY attempts fail.

Step 4: Complete Your Profile

After verification, fill out EVERYTHING:

  • • Business description (750 characters max - use it all)
  • • Business hours (including special hours for holidays)
  • • All service categories
  • • Attributes (women-led, wheelchair accessible, outdoor seating, etc.)
  • • Products or services you offer
  • • Photos (exterior, interior, team, work examples)
  • • Questions & Answers section

Complete profiles get 7x more clicks than incomplete ones

Step 5: Start Getting Reviews

Reviews are crucial for local search rankings. After you're verified:

  • • Ask satisfied customers to leave reviews
  • • Make it easy (send them a direct link)
  • • Respond to all reviews (shows you're active)
  • • Never buy fake reviews (Google will catch you and suspend your profile)

DIY vs. Professional Setup: An Honest Comparison

You Can Do This Yourself If:

  • • You have 2-3 hours to invest
  • • You're comfortable with technology
  • • You can wait for the verification postcard
  • • You understand keyword research basics
  • • You have good photos ready
  • • You're patient with Google's interface

Consider Professional Help If:

  • • You don't have time to figure it out
  • • Technology frustrates you
  • • You've tried before and got stuck
  • • You want it done right the first time
  • • You need optimization, not just basic setup
  • • Your competitors are already ranking
  • • You want ongoing management

What Professionals Do Differently:

  • • Choose optimal categories (there are hundreds)
  • • Write optimized descriptions using local keywords
  • • Properly configure service areas
  • • Avoid common mistakes that delay verification
  • • Handle verification issues
  • • Optimize for specific search terms
  • • Set up review generation systems
  • • Create posting schedules
  • • Monitor and respond to all activity
  • • Provide monthly performance reports

Typical Investment:

DIY: Your time (2-3 hours)

Professional Setup: $300-800 depending on complexity

Ongoing Management: $100-300/month

The question isn't whether you can do it yourself - most business owners can. The question is whether you should spend your limited time learning this system, or whether that time is better spent running your business while someone else handles your Google presence.

The Cost of Staying Invisible

Let's do some quick math.

If even 10 people per week in your area search for your type of business, and you're not showing up:

  • That's 40 potential customers per month
  • If just 25% would have chosen you (1 in 4), that's 10 lost customers
  • At an average transaction value of just $50, that's $500/month in lost revenue
  • Over a year: $6,000 in lost business

Hair Salon

40 searches/week, $75 average

$750/month

Annual lost revenue: $9,000

Restaurant

100 searches/week, $40 average

$1,000/month

Annual lost revenue: $12,000

Accountant

20 searches/week, $500 average

$2,500/month

Annual lost revenue: $30,000

Auto Repair

30 searches/week, $350 average

$2,450/month

Annual lost revenue: $29,400

Every month you don't have a Google Business Profile, you're losing this money to competitors who do show up.

Your Next Steps

If you've read this far, you know whether you have a problem.

Here's what to do right now:

1

Verify the Problem

  • • Search "[your business type] near me"
  • • Check if you appear in the map results
  • • If not, you need a Google Business Profile
2

Decide Your Approach

  • • DIY: Head to business.google.com and start the process
  • • Professional: Get help from a local SEO specialist
3

Commit to Completing It

  • • Don't start and abandon it (common mistake)
  • • Set aside time to complete verification
  • • Fill out the entire profile, not just the basics
4

Optimize for Results

  • • Get photos uploaded
  • • Write a great description
  • • Start collecting reviews
  • • Post regularly
5

Monitor and Maintain

  • • Check insights monthly
  • • Update hours for holidays
  • • Respond to reviews
  • • Keep information accurate

The Bottom Line

Your business doesn't show up on Google Maps because you don't have a Google Business Profile, or the one you have isn't verified and optimized.

This is costing you customers every single day.

The good news? This is one of the easiest marketing problems to fix. You don't need a huge budget. You don't need to become a marketing expert. You just need to complete the setup process and optimize your profile.

Will it take some time? Yes. Will there be a verification step that requires patience? Yes. Will you need to gather photos and write descriptions? Yes.

But once it's done, you'll start appearing when nearby customers actively search for what you offer.

More visibility. More calls. More direction requests. More customers walking through your door.

All from showing up in the place your customers are already looking: Google Maps.

Need Help Getting This Done?

If you want your Google Business Profile set up properly the first time, optimized for your specific business, and managed ongoing to maximize your local visibility, we can help.

We specialize in local search optimization for brick-and-mortar businesses just like yours. We've set up hundreds of Google Business Profiles and know exactly how to get you verified quickly, optimize every field for maximum visibility, and get you showing up when local customers search.

Schedule Free Consultation Learn More About Our Services

We get it done so you can get back to running your business.

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