The Secret to Showing Up in Local Searches: How Google Business Profiles Drive Real Leads for Small Businesses

• by Sandy Waggett
• 11 min reading time

If you’ve ever Googled something like “plumber near me” or “best Mexican restaurant in Osage Beach,” you’ve seen it:

That little map at the top of the search results.
Three businesses. Names. Reviews. Click-to-call buttons.

That’s called the Google Map Pack—and it’s one of the most valuable pieces of real estate on the internet for a local business.

So here’s the question:

Is your business showing up there—or are your competitors getting all the clicks?

If your phone isn’t ringing and your website traffic is light, there’s a good chance your Google Business Profile isn’t doing its job—or worse, it’s not fully set up at all.

In this blog, I’m going to walk you through exactly why your Google Business Profile matters, what you need to optimize it properly, and how MSW handles this for our clients inside the Performance Marketing Program—because it’s that important.

What Is a Google Business Profile (And Why Should You Care)?

Your Google Business Profile (GBP) is the box that shows up when someone searches for your business by name—or when Google thinks your business might match a local search.

It includes:

• Your business name

• Address or service area

• Phone number

• Website link

• Photos

• Reviews

• Business hours

• Services

• Questions & answers

• And more

If it’s complete, accurate, and active, it tells Google:

“This business is legit, local, and ready to help.”

And that’s how you show up in the Map Pack.

The Power of the Google Map Pack

Let’s talk about numbers.

Over 46% of all Google searches are looking for local information. (Think With Google)
78% of location-based mobile searches result in an offline purchase. (Google)
Businesses that show up in the Map Pack get up to 5x more calls than those who don’t.

So if your competitors are showing up in that top 3 box—and you’re not—you’re handing them business.

I’ve seen businesses go from almost invisible to fully booked just by cleaning up and optimizing their Google Business Profile.

It’s that powerful—and it’s free.

What Happens When Your Profile Is Incomplete or Incorrect

Here’s what we see far too often:

• The profile exists, but no one ever claimed it

• The business name is spelled differently across the web

• The address is outdated

• The hours are wrong (says closed when you’re open)

• There are no photos

• No categories selected

• Services not listed

• The last post was from 2020

• No responses to customer reviews—good or bad

And the business owner has no idea that this is what potential customers are seeing.

That’s what we fix.

Real Client Example: From “Unclaimed” to Fully Booked

We had a client—a home remodeler in mid-Missouri—who had an unclaimed profile showing an address he hadn’t used in years. The phone number was wrong, the website link was broken, and the last photo was blurry and from 2015.

We claimed the listing, cleaned everything up, added 10 recent project photos, listed all service offerings, and optimized his description with keywords.

Within 30 days, he started getting more quote requests through the map listing than his website.

We didn’t run ads. We didn’t touch the homepage.
We just made sure Google knew who he was and what he did.

What Google Looks for When Ranking Local Businesses

Google’s local algorithm focuses on three key factors:

1. Relevance – Does your business match what the person is searching for?

2. Distance – Are you close to the searcher’s location?

3. Prominence – How active and trustworthy is your business online?

Your Google Business Profile feeds all three.

If your categories aren’t right, you won’t be seen as relevant.
If your location is vague or missing, distance can’t be factored.
If you have few reviews—or worse, unanswered negative ones—you won’t be considered prominent.

The good news?
You can control all of that.

How to Optimize Your Google Business Profile (Step-by-Step)

Here’s what we do for every MSW client—whether we’re building a site from scratch or optimizing a long-standing brand.

Step 1: Claim or Verify Your Profile

Go to google.com/business and make sure you’ve claimed your business. If someone else set it up or claimed it first, you can request ownership.

Step 2: Use Your Real Business Name (No Keywords)

Your name should match your real-world branding.
Wrong: “John’s Plumbing – Best Plumber in Osage Beach”
Right: “John’s Plumbing & HVAC”

Adding keywords to your business name is against Google’s guidelines and can actually hurt your visibility.

Step 3: Fill Out Every Field—Completely

• Business category (and sub-categories)

• Description (use local keywords naturally)

• Hours (including holiday hours)

• Website

• Phone number

• Services (be thorough—Google reads these)

• Service area or address

• Opening date

The more detail, the better.

Step 4: Add High-Quality Photos

Profiles with photos get 42% more requests for directions and 35% more click-throughs to their websites (Google).

Upload:

• A clean logo

• Exterior and interior shots

• Photos of your team in action

• Recent project or product shots

• Before/after images (if applicable)

Step 5: Ask for Reviews—and Respond to All of Them

Google favors businesses with lots of real, recent reviews—and so do customers.

Make it a habit:

• Send a review link after a job is complete

• Post a “Review Us” button on your site

• Train your team to ask when they finish a project

Always respond, even to negative ones. It shows professionalism and that you’re engaged.

Step 6: Post Regularly

Yes, you can post updates on your profile—like a mini social media feed.

Post about:

• Special offers

• Seasonal services

• Events or sales

• Helpful tips or blog links

Fresh content shows Google (and your customers) that you’re active.

Step 7: Monitor Insights and Update Often

Your dashboard will show:

• How people find you

• What keywords they used

• What actions they took (calls, clicks, directions)

• How your profile is performing vs. similar businesses

Use that data to guide your marketing.

Bonus Tip: Embed Your Map on Your Website

This builds a bridge between your site and your Google presence, which helps with visibility and trust.

We do this for all MSW clients—usually right on the contact page or homepage footer.

Why MSW Handles This for Every Client

Your Google Business Profile isn’t just a listing—it’s your local storefront on the internet.

If it’s incomplete, outdated, or inconsistent, you’re missing out on free traffic and real leads.

That’s why it’s one of the very first things we fix in our Performance Marketing Program.

We claim, clean up, optimize, and maintain your profile.
We connect it to your website and make sure your NAP (name, address, phone) is consistent everywhere online.
And we show you how to use it as an active lead-generating channel—not just a passive listing.

Because this is where your customers are looking. And you deserve to show up.

Final Thoughts: Don’t Let This Be Your Blind Spot

I’ve talked to too many business owners who think they have their online presence “covered,” only to discover their Google Business Profile is outdated, unclaimed, or under-optimized.

You can’t afford that—not with how competitive local search is today.

The good news?
This is fixable. And it doesn’t require ads, hacks, or gimmicks. Just clarity, consistency, and a strategy that works.

Want Us to Check Your Google Business Profile?

We’ll run a scan, show you how your business shows up (or doesn’t), and help you fix it fast.

📞 Call us at 573-552-8403
Or schedule your free strategy call now at:
https://mswinteractivedesigns.com/pages/request-a-quote

Let’s make sure your customers can find you before they find your competitor.

Related Reading:
→ The One Page Every Small Business Website Needs (But Most Are Missing)
Learn how a properly structured services page can dramatically boost your search rankings and conversions.

 

About the Author – Sandy Wardenburg Waggett

Sandy Wardenburg Waggett is the Founder & CEO of MSW Interactive Designs, a premier digital marketing agency specializing in SEO, AI-powered content strategies, and website optimization. With over a quarter century of experience (eek!), Sandy has helped thousands of business owners increase visibility, generate leads, and dominate their local markets through strategic online marketing.

As a Certified High-Performance Coach, Certified Maxwell Leadership Coach, and LXCouncil Moderator, Sandy is not just a marketing expert—she’s a trusted mentor and business strategist who equips entrepreneurs with data-driven insights and future-proof tactics. She leads AI & Marketing Mastery Training and exclusive CEO mastermind groups, helping business leaders stay ahead in the rapidly evolving digital landscape.

Sandy is also the author of the upcoming book, The Future-Proof SEO Blueprint: AI, AEO, and SEO Tactics for Small Business Dominance—a must-read for business owners looking to outsmart competitors and win in the new era of search marketing. The book provides cutting-edge strategies on AI-driven SEO, Answer Engine Optimization (AEO), and how to leverage AI tools to future-proof your digital presence.

When she’s not crafting game-changing marketing strategies, Sandy enjoys coaching entrepreneurs, speaking at business conferences, and empowering leaders to make bold moves in their industries.

🚀 Want to take your digital marketing to the next level? Connect with Sandy at MSWInteractiveDesigns.com or call 573-552-8403.

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