How to Optimize Your Google Maps Listing: A Step‑by‑Step Guide for Businesses

Many local customers find businesses through Google’s local search features, especially the map pack.
When someone types “real estate agents Charlotte NC” or “pizza near me,” the map listing that appears near the top is prime digital real estate. According to recent data, more than half of consumers use Google Search or Google Maps to look up information about local businesses, and 42% of people who perform a local search click on a result inside the Google Maps Pack. Even better: businesses with complete Google profiles are 2.7 × more likely to be considered reputable.

Local‑intent searches convert. Seventy‑six percent of people who search for “near me” visit a business within a day, and 88% of smartphone users visit a related store within a week. With almost half of all Google searches containing local intent, an optimized map listing delivers free, high‑intent traffic that’s getting harder to find through traditional SEO. This post shows you how to fully optimize your Google Business Profile (formerly Google My Business) and highlights the real‑world gains experienced by Stone Realty Group.

Why Map‑Based Searches Matter

• Google is the local discovery hub. A 2025 survey found 87% of consumers use Google to find local businesses. Apple Maps lags far behind at 16% usage.

• Map listings influence clicks. 42% of people who perform a local search click on map pack results, and a verified Google Business Profile drives around 200 clicks per month on average—including 105 website visits and 66 direction requests.

• Complete profiles build trust. Customers are 2.7 × more likely to view a business as reputable when the profile is complete and are 70% more likely to visit.

• Reviews seal the deal. More than 70% of consumers read online reviews when researching local businesses, and 55% will only consider businesses with ratings between four and five stars.

If your competitors dominate the map pack, they’re siphoning high‑intent leads that could be yours. Fortunately, the steps to optimization are straightforward and, in many cases, free.

Case Study: How Stone Realty Group Took Over the Map Pack

A few years ago Stone Realty Group ranked outside the top three results on Google Maps for the query “real estate agents Charlotte NC.” Their listing was incomplete— a bland description, and only a handful of photos. They decided to treat the profile as a living social‑media feed instead of a static listing and implemented a structured optimization strategy:

1. Complete and verify the profile. The team corrected their name, address and phone number (NAP), selected the right primary and secondary categories and verified the listing.

2. Crafted a keyword‑rich description. They rewrote the business description to match how clients search (e.g., “Charlotte luxury buyers’ agents,” “selling homes in Ballantyne”).

3. Added services and products. Buyer representation, seller representation and property management were added as services, along with a free home‑valuation product.

4. Uploaded photos and videos weekly. New headshots, listing tours, client closing photos and a polished logo kept the profile fresh.

5. Used the post feature like social media. They shared market tips, open‑house announcements and success stories to keep the listing active.

6. Focused on review attainment. Agents were trained to ask for reviews at the closing table and offered small incentives for each review obtained.

7. Promoted the listing with ads. Even after ranking in the top three, they occasionally ran promoted pins to protect their visibility from competitors.

Within six months Stone Realty Group moved into the coveted map pack. Today they control 30–50% of the share of voice in the top three results, up from 12% just a few years ago. Their experience shows that a well‑maintained Google Business Profile can dramatically increase organic leads.

Step‑by‑Step Optimization Checklist

Follow these steps to ensure your business is fully optimized for Google Maps. Each action builds on the last, so work through the list systematically.

1. Claim and Verify Your Profile

Visit Google to claim your listing, then verify it via postcard, phone or email. Only about two‑thirds of businesses have verified profiles—verification alone improves trust and gives you control.

2. Fill Out Core Information

• Name, address, phone number (NAP). Ensure consistency across all platforms; mismatched data hurts rankings.

• Website URL and hours. Include regular and holiday hours.

• Service areas. For service‑based companies, list the cities or zip codes you serve.

• Opening date and categories. Adding an opening date gives context. Choose the primary category carefully (e.g., “Real Estate Agency”) and add secondary categories to cover all services.

3. Write a Keyword‑Rich Description

Localo’s research found that companies in the top three positions use roughly 70 words in their descriptions. Focus on clarity and include the phrases your customers use to find businesses like yours. Explain your value proposition, target neighborhoods and specialties without keyword stuffing.

4. Add Services, Products and Attributes

Google recommends adding services so customers know exactly what you offer. Retailers should list in‑store products; the Product Editor is free. Attributes, such as “wheelchair accessible,” “outdoor seating” or “online appointments,” help you appear in filtered searches.

5. Upload High‑Quality Photos & Videos

Fresh images boost engagement. Google encourages businesses to upload logos, cover photos and various business photos. Stone Realty added listing videos and “closing‑day” selfies to create a personal touch. Data suggests top‑ranking profiles often have 250 or more images.

6. Post Regular Updates

Use the Posts feature to share offers, events, blog articles and news. Treat your listing like a social channel—share behind‑the‑scenes photos or client testimonials. Birdeye reports that 60% of businesses with verified profiles have never posted; being active gives you an edge.

7. Enable Messaging and Manage Q&A

Turn on Google Messages so customers can text you directly from Maps and Search; only one‑third of verified profiles use this feature. Regularly monitor and answer questions posted in the Q&A section. Pre‑empt common questions by posting them yourself.

8. Develop a Review Strategy

Online reviews are powerful social proof. Over 70% of consumers read them when researching local businesses, and more than half only consider businesses with four‑ to five‑star ratings.

Best practices:

Ask clients for reviews immediately after a job—whether at closing, after finishing a service or delivering a product. Send a direct link or QR code so it’s effortless. 71% of consumers read reviews when researching businesses; 70% of consumers rarely try a business without reading reviews. Respond to every review promptly and professionally, even negative ones. 63% of consumers expect a response within three days; 70% are more likely to leave a review when they see businesses responding. Aim for a 4+ star rating by delivering excellent service and encouraging honest feedback. 55% of consumers only consider businesses with ratings between four and five stars. Reward staff for securing reviews. Offer small bonuses or recognition to make review requests part of your workflow. Verified Google Business Profiles generate around 200 clicks a month, so every review can lead to more leads.

9. Optimize Beyond Your Listing

• Website and social media. Use location‑based keywords in your website’s title tags, headers and content. Ensure your website is mobile‑friendly—over 70% of Google traffic comes from mobile devices.

• Citations and directories. List your business on other directories (Yelp, Bing, Apple Maps, social media profiles) and keep NAP information consistent across platforms.

10. Keep Information Current

Update hours for holidays or special events. If you move or change phone numbers, update them immediately. Maintain a schedule to audit your listing each month.

11. Consider Promoted Pins and Ads

After your listing is fully optimized, test promoted pins or local service ads. Paid promotion can protect your top position and capture incremental leads. Stone Realty found that advertising the map pin—even while ranking in the top three—helped maintain dominance against aggressive competitors.

Closing Thoughts

Google Maps isn’t just for directions—it’s a powerful discovery platform. With half of local‑searchers clicking on map results and nearly every consumer using Google to find businesses, an optimized Google Business Profile is free marketing real estate you can’t afford to ignore.

By following the step‑by‑step checklist above—verifying your listing, completing all details, posting regularly, collecting reviews and engaging with customers—you’ll improve your chances of appearing in the top positions and turning online searchers into loyal clients. Stone Realty Group’s journey from obscurity to dominating the Charlotte, NC, map pack shows what’s possible when you treat your Google profile like a dynamic, customer‑facing channel. Start today; your next customer may already be searching.