Google Maps is where most local customers discover service businesses for the first time. When someone searches "hair salon near me" or "massage in [your area]", the businesses that appear at the top of that list get the vast majority of clicks — and the businesses that appear lower get almost none.

Your Google Business Profile is one of the most important factors in whether you appear at the top. Most businesses treat it as a one-time setup. The ones that rank consistently treat it as an ongoing channel.

The basics you might be missing

Complete every field

Google rewards completeness. Profiles that have filled in every available field (hours, services, description, categories, attributes) consistently outrank incomplete profiles. Go through your profile and fill in anything that's blank.

Pay special attention to:

  • Business description — write 200–300 words that naturally include the services and location names your customers would search for
  • Services — list each service individually, not just "salon services"
  • Attributes — things like "Women-led," "LGBTQ+ friendly," "Wheelchair accessible," and "Free Wi-Fi" appear in search results and filter options

Add a booking link

Google Business allows you to add an appointment booking URL. This button appears directly on your listing and lets customers book without calling. Add your AdvanceBooking link here: it's one of the fastest sources of incremental bookings once in place.

Upload photos regularly

Listings with more photos get significantly more clicks. Upload at least 10–20 high-quality photos: your space, your work (before/after if applicable), your team, and the atmosphere. Update photos quarterly — Google can detect freshness and it signals an active business.

The review engine: how to get more reviews and how to respond

Reviews are one of the top factors in local search ranking. More reviews, higher ratings, and recent reviews all improve your position.

Getting more reviews

The most reliable method is simply asking. After a great service, say: "If you enjoyed today, leaving us a Google review would really help us. I can send you a direct link if that's easier."

Then actually send it. Create a short URL using Google's review link generator and save it as a template message. One tap from your phone sends a customer directly to the review screen.

Responding to reviews

Respond to every review — positive and negative. For positive reviews, a short, personal thank-you (not a copy-paste template). For negative reviews, acknowledge the experience, apologise genuinely, and invite them to contact you directly to resolve it.

Google factors response rate into ranking. More importantly, potential customers read how you handle complaints. A thoughtful response to a negative review is often more persuasive than the review itself.

Google Posts: the underused feature

Google Posts let you publish updates, offers, and events directly to your listing. They appear in search results and are visible for seven days. Most businesses never use them — which means the ones that do stand out significantly.

Post at least once a week: a promotion, a seasonal service, a team highlight, or a customer tip. It takes five minutes and signals to Google that your business is active and engaged.

Q&A section: own it before customers do

Google lets anyone add questions and answers to your listing. Customers often ask questions here that you'd rather control. Pre-populate the Q&A section with common questions and your preferred answers:

  • "Do you take walk-ins?" → "We recommend booking in advance. You can book online at [your link]."
  • "Do you have parking?" → "Yes, there's free parking in the building."
  • "What are your hours on public holidays?" → "We're open on most public holidays with reduced hours. Check our website for the latest."

Your Google Business Profile is not a listing — it's a marketing asset. Businesses that treat it that way consistently outrank those that don't.