5 Ways to Maximize Your Google Business Profile Performance

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Map Labs has audited more than 10,000 businesses over the years, and almost none of them were getting full value out of their Maps profiles. Not because their teams weren’t working hard, but because nobody told them what the channel actually rewards.

We know what it rewards. Below are the five moves we’d make first to maximize your profile performance – the same ones we use to turn visitors into customers.

TL;DR: Your Google Business Profile is the easiest win in local marketing – the highest-traffic, highest-intent page your business already owns. Most businesses set them up once and move on, leaving customers (and growth) on the table. This post walks through five simple ways to fix that, with no extra budget or resources.

What you’ll learn:

  • Who’s actually on your profile (and why)
  • How to show up in more searches
  • What moves the needle the most on your profile
  • Why replying to every review matters
  • And the metrics you should be paying attention to

Why most businesses leave growth on the table

Many businesses overlook their Google Maps profile for one simple reason: you can win on Maps by default. People are already finding you; they can get to your business. That makes it look like the profile is handled, doing its job – so you move on to the things that feel like they need more work: social, ads, your website.

But there’s a big difference between being found and being chosen. The profiles that just “work” are usually the ones with the most growth still sitting in them, unnoticed. That’s the opportunity: real growth, waiting to be turned into more customers.

Here’s how to make sure you’re not just found, but chosen.

1. Know who’s actually on your profile

Most assume that the people landing on their GBP are already sold, just looking for directions or hours.

But think about how you actually use Maps. How often do you open it already knowing exactly where you’re going? Most of the time, you know what you need: a coffee shop, a dentist, a place for dinner, but not who you’re choosing yet. And the times you do know? If a profile looks empty and vague, do you still trust that business?

Most of the people landing on your profile – around 75% – are in discovery mode. They typed “coffee near me” or “urgent care near me,” and they’re deciding between you and everyone else that showed up in that search.

So your profile isn’t a confirmation screen for people who already picked you. It’s where they decide if they pick you (or don’t).

The real measure isn’t “are people finding me?” You already know they are. It’s “when they find me, do they choose me?“

You can’t answer that until you know who’s showing up and why. Map Labs pulls real search data from Google, so you can see exactly what people are searching when they land on your profile, and build everything else around it.

This is the foundation. Everything below works better when you know who’s showing up.

🎥 Watch the video below to learn more about your Maps audience:

2. Fix your categories

Categories are the number one ranking factor, and your primary category carries about twice the weight of every additional category combined with it. It’s the single most consequential field on your profile, and it’s the one most businesses get wrong.

Your primary category decides which searches you’re eligible for. Change a profile from dentist to restaurant and the searches Google shows you for change completely. That’s why it matters so much. Not because the right category floats you to the top, but because it decides which races you’re entered in.

So pick your primary for reach, not for how perfectly it describes you. Most people searching Google haven’t decided what they want yet. “Restaurant” gets searched far more than “Mexican restaurant.” “Laundry” gets searched more than “laundromat.” Run your options through Google Trends, compare search interest over the last few years, and set the highest-volume category that still describes your business as your primary category. Then use the other nine to get specific.

You get 10 categories total, one primary and nine additional. Most businesses use one or two. Every relevant category you add is another set of searches you can show up for. A dentist who adds cosmetic dentist, teeth whitening service, and emergency dental service becomes visible to people they were missing entirely.

🚨 Only add categories you could actually win. If someone searching that term saw your profile, would they choose you? If yes, add it. If not, leave it. Categories you can’t convert won’t help you, and they can make you look less relevant for the ones that count.

Google Maps search results for Japanese restaurants, with a cloud of business-category options like coffee shop, dentist, gym, and hair salon, showing how categories determine which searches you appear in.
  • Not sure which categories fit your business? That’s exactly the kind of thing our team of experts can identify in our free GBP Analysis.

3. Add photos, posts, and complete your menus and services

Once your categories are right, this is where you extend the gap between you and the competition.

Here are the three things that move the needle most:

  • Photos – fresh, plentiful photos give someone a reason to choose you over the listing next to yours with three blurry shots from 2019. Google also reads the objects and keywords in your images, so what you post (and how often) signals freshness and shapes how visible your profile is.
  • Posts – publish consistently. Every post tells Google that your profile is active, and gives customers more reasons to pick you today: offers, happy hour, whatever sets you apart. You can even set recurring posts so your profile stays fresh without the manual work.
  • Menu and services – not just filled in, but complete and accurate. List every service you offer and every item, with descriptions. This is what someone scans right before they decide, and half-built menus lose the sale. Plus, when you don’t manage your menu, Google or customers can fill the gaps, and if they add the wrong information, it can hurt your business.
Three phone screens of a Google Maps profile showing a complete menu with prices, a gallery of food photos and videos, and recent posts, illustrating a fully optimized Maps listing.

Don’t just check the box – get the most out of it. Most profiles are technically complete and still forgettable. The businesses that win treat every detail on their profile as a chance to be the obvious choice the moment a customer is comparing.

4. Generate and reply to reviews – all of them

Everyone knows reviews matter. More reviews, more trust. So getting them comes down to one thing: asking. Most businesses are just afraid to. But the people who love you will leave a review if you ask, and it won’t change how they feel about you. Ask consistently, ask close to the experience, and you’ll get them.

Here’s the part almost everyone misses: responding to reviews is a ranking factor. Response ratio and response time are baked into how Google sorts and surfaces your reviews – and most businesses skip it entirely.

And there’s a trap in how they skip it. They only reply to negative reviews, because those feel urgent. But since replying to a review can boost how prominently it shows, replying only to the bad ones can push them to the top of your reviews section, making a great business look like they have more negative reviews than they actually do.

So, the rule is simple: reply to every review. Positive, negative, neutral. Old ones and new ones. A five-star reviewer wants to know you saw them. A future customer wants to see you’re paying attention. Aim for a 100% response rate – it’s a signal to the algorithm and to every person reading before they decide.

🎥 Learn how to respond to reviews in the video below:

5. Measure what actually matters

You can’t improve what you don’t measure, and businesses are often measuring the wrong thing: where they “rank.” But rank tracking is an outdated and unreliable way to measure profile performance. It moves constantly, it’s different for every searcher, and it never tells you whether anyone actually did anything.

Actions tell you that. Direction requests that become foot traffic. Phone calls that turn into leads. Bookings, reservations, website clicks. Those are the moments your profile earns you a customer, and they’re what you should be watching closely.

The average profile converts about 5% of its views into actions. A well-optimized one hits 10% or more. That gap is the opportunity: the same traffic you already have, twice the customers, just by making the profile better at converting the people already looking.

Optimize for actions instead of rankings, and the results show up in the real world. Arc’teryx grew direction requests 42% across 75 locations with Map Labs, from 281,000 to 399,000 over a six-month period compared to the same six months a year earlier. That number isn’t an arbitrary (and inaccurate) ranking. It’s people walking through the door.

🎥 See how Arc’teryx turned Maps optimization into real store visits:

Leveraging Your Most Visible Landing Page

None of these five changes require a bigger budget or another hire. They’re not about building something new; they’re about getting more out of the most valuable asset you already own.

Because that’s what your Google Business Profile is: your highest-traffic, highest-intent landing page. It gets around 10x more views than your website. More customers act on it than any social channel – with 200x more engagement than your social channels. And most businesses are running their Maps profile at a fraction of what they could.

You wouldn’t leave your best landing page half-built. Why leave your profile that way?

The five ways to maximize your Google Business Profile: know who's actually on your profile, get your categories right (especially your primary one), fill your profile with photos, posts, and complete details, ask for reviews and reply to every single one, and measure what matters (calls, visits, and bookings, not where you rank).

That’s how you turn the easiest win in local marketing into your biggest one.

🎥 Watch the video below to understand why your profile is your highest-performing landing page:

Not sure where to start? We’re here to help

You don’t have to figure it out alone. Map Labs can show you exactly where your profile is leaving customers behind: the categories you’re missing, the ones you’re invisible for, and the actions you’re not converting.

  • Want to learn it yourself? Our free GBP Masterclass walks you through every part of your Google Business Profile step by step.

Either way, you’ll walk away knowing how to turn your easiest marketing win into your biggest one.

Want to know more?

🎥 Watch the videos below!

Special Hours on Google Business Profile

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When a holiday weekend rolls around, your customers are already making plans – and they’re checking Google to see if you’re open. If your hours aren’t accurate, you’re not just missing out on sales; you’re risking bad reviews, broken trust, and traffic that goes somewhere else.

That’s where Google Business Profile’s Special Hours come in. Whether you’re closing for the Fourth of July, Labor Day, Thanksgiving, New Year’s Day, or just changing hours for a one-time event – keeping your hours updated tells Google (and your customers) that your business is active, reliable, and ready.

In this guide, we’ll break down what Special Hours are, why they matter more than most businesses realize, and how to update them quickly – especially if you’re managing multiple locations.

Spoiler: there’s faster way than doing it one-by-one.

TL;DR: Special Hours override your regular business hours for specific dates on GBP – holidays, events, one-off closures. Confirm them even when your hours aren’t changing. Google recommends it, and confirmed hours are a trust signal to both Google and your customers.

What we cover:

  • What Special Hours are and when to use them
  • Why confirming them protects your visibility and reputation
  • How to set them on Google Business Profile
  • How to bulk update across multiple locations

What are Special Hours?

Special Hours on Google Business Profile let you set temporary or exceptional operating hours for your business on specific dates, such as holidays or special events. These hours override your main hours for those particular dates and help customers avoid confusion when they expect your business to be open or closed.

You can use Special Hours to indicate when your business will be open or closed for a short period, like a few hours or up to six consecutive days. They are perfect for marking holidays, special events, or any other occasion where your business operates outside of its normal schedule. Special Hours will be displayed on your Google Business Profile instead of your main hours for the specific dates you’ve set.

💡 If you’ll be closed for seven or more days in a row, or for a length of time you can’t predict, you should mark your business as Temporarily Closed instead.

Why Special Hours Matter

Here are four reasons Special Hours matter more than most businesses realize:

  • Rank Higher on Google

If there is a holiday coming up in your region, you should update your ‘Special Hours’ even if your hours are not changing for the holiday. Google recommends confirming your hours for specific holidays even when they match your regular schedule, as it makes it clear for customers that your hours are accurate. It also signals to Google that your business is active and has confirmed when you will be open or closed, allowing it to show your profile with confidence. In our experience, businesses that don’t update their Special Hours will often appear lower in search results than those that do.

  • Brand Image

Imagine making a reservation and arriving with your whole family, only to find the business is closed. This is not a good look for your brand and will frustrate customers, especially if they have gone out of their way to visit your business. Keeping your Special Hours up to date ensures customers have the most accurate information, building trust and preventing wasted trips or negative reviews.

  • Your GBP is More Visible Than Your Website

Most customers today make decisions directly on Google Maps, without ever clicking through to your website. This means your Google Business Profile is the first (and often only) touchpoint before someone visits your business. If your hours are out of date on your profile, it doesn’t matter that you updated them on your website – customers will likely not even make it there. So keeping them up to date where people are actually looking is what gets customers through your door.

🎥 Watch ‘Google Business Profile is Your New Landing Page‘ to see why.

💡 Along with updating your Special Hours, use Google Posts/Updates to share your holiday offers, promotions, or closures. These posts show up directly in your profile and are a great way to communicate your unique offerings to potential customers during the holiday season (and throughout the year). Check out these videos on how to use Google Posts!

How to Set Your Hours and Special Hours

Natively on Google Business Profile

On the main Google Business Profile page, you can set special hours through your GBP dashboard, typically by navigating to “Edit Profile,” then “Hours,” and then “Special Hours” or “Holiday Hours.”

Step 1: Click the “Edit Profile” tab on the home page of your GBP.

Step 2: Click on the “Hours” tab at the top of the page.

This is where you’ll choose how your business hours appear on your Google Business Profile. Pick the option that best describes your current operating status.

💡 Keep in mind that Special Hours only show up in your GBP if your business hours are set as “Open with main hours.”

Step 3: Set your day-to-day operating hours for each day of the week.

Add “More hours” if applicable

Step 1: In the “Hours” section under “Edit Profile”, find “Add More Hours.”

Step 2: Choose the type of “More Hours” that fit your business offerings.

Step 3: Select the days and hours that apply, then click save.

💡 If you have more than one type of “More Hours,” you must set them separately for each type.

Set Holiday and Special Hours

Step 1: Under the “Hours” section, scroll to find “Special hours” and select the edit (pencil) icon.

Step 2: Choose the date.

Google suggests upcoming official holidays, so you can click “Review” to confirm one. To enter a date yourself, click “Add a date.”

💡 The holidays Google suggests are based on your business location, so your list will look different depending on your region.

Step 3: Set your hours for that date and click save.

Uncheck “Closed” and enter your open and close times, or leave “Closed” checked if you’re shut for the day.

Updating ‘Special Hours’ on Map Labs

  • New in Map Labs: automatic holiday hours. Your business’s Special Hours are now confirmed automatically on your Google and Apple Maps profiles, so customers will never see unconfirmed hours on a holiday.

If your holiday hours are different from your regular hours, our software allows you to update Special Hours with just a few clicks.

Visit the “Location Info” tab inside your Map Labs dashboard to manage your Regular Hours, More Hours, and Special Hours, all from one central page.

Bulk Updates on Map Labs

Need different Special Hours across dozens or even hundreds of locations? You can bulk update them all with our proprietary, industry-leading software. The bulk-hours feature is one of our most popular tools, saving time and reducing the chance of errors.

Step 1: Select locations you would like to update.

Step 2: Choose what you would like to update in Bulk (in this example, Special Hours).

Step 3: Add your Special Hours and hit submit!

Whether you’re prepping for a holiday weekend or adjusting for a special event, Map Labs ensures your listings are up-to-date everywhere, all at once.

Get Started with Map Labs

Keeping your Google Business Profile “Special Hours” updated might seem like a small task, but it plays a big role in shaping how customers perceive your business – especially around holidays. In the fast-moving world of Maps Marketing, details matter. When someone checks your hours and sees that you’re open, available, and reliable, that quick glance can be the difference between gaining a customer or losing them to a competitor.

In 2026, Google Maps isn’t just a navigation tool – it’s one of the most influential decision-making platforms for local commerce. Map Labs is powered by industry-leading proprietary software, built and continuously refined by a full-time, in-house development team dedicated to keeping us at the forefront of Google Maps Marketing. With over a decade of experience, we’re not just the #1 Maps Marketing software and service – we’re experts in a field we helped define.

But we offer more than just a tool. What sets Map Labs apart is our ability to pair powerful software with custom-built strategies – and hands-on help when you want more than software. With Coaching and Full Service, we can train your team or run your profiles for you, backed by 10+ years mastering the nuances of local search.

💡 Did you know…

Your Google Business Profile is your most visible landing page – make sure you’re getting the most out of it. Get a free GBP Analysis and our team of experts will show you exactly where your opportunities are.

🎓 Want to keep learning how to optimize your profile yourself? Our free GBP Masterclass walks through every section of your Google Business Profile step by step.

Want to know more? 

🎥 Watch the videos below!

How to Create a Google Business Profile in 2026 (Step-by-Step Guide)

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If you’re running a local business and want new customers to find you, Google Business Profile is your single most important marketing asset.

Whether someone’s searching “coffee near me,” “24/7 vet,” or “best gym in Los Angeles,” Google pulls up a list of options based on proximity, relevance, and completeness of profile. If your business isn’t showing up – or if your GBP looks incomplete, outdated, or generic… chances are you’re getting skipped.

A Google Business Profile isn’t just a digital listing. It is your most visible landing page. This is where people check your hours, call you, request directions, browse photos, and read reviews – all without ever visiting your website.

TL;DR: Your Google Business Profile is your digital storefront on Google. If it’s not optimized, you’re leaving extra revenue – and customers – for your competitors to grab. We walk you through each step to set up and optimize your GBP.

Step 1: Go to Google Business Profile Manager

Head to google.com/business and click “Get Started,” you’ll be prompted to log in with your Google account (preferably one tied to your business).

Step 2: Enter Your Business Name

Start typing your business name. If it shows up, it may already exist on Google (especially if customers have previously left reviews), and you can request to claim it. If not, proceed to create a new profile.

Entering a business name in Google Business Profile Manager to create a Google Business Profile

💡 Tip: Be consistent. Use the exact same business name you use on your storefront signage, website, and other directories.

Step 3: Choose Your Business Type

If customers visit your physical location, select “Local store”. This ensures your business shows up on Google Maps.

Google Business Profile setup screen showing online retail, local store, and service business options with local store selected

If you’re a service-area business (like a mobile groomer or cleaning company), select “Service business” and you’ll be able to list your service areas instead.

If you are an online retailer, click “Online retail”, and you will be prompted to enter your website domain.

Step 4: Choose a Business Category

This step is critical – your primary category determines which types of searches your business can show up for.

Start typing what you do (e.g., “restaurant,” “dentist,” “auto glass repair”) and select the most accurate option. You can add additional categories later, but the primary one carries the most weight.

Entering a primary business category during Google Business Profile setup

💡 Avoid guessing. Choose the category your ideal customer would search for when looking for a business like yours.

Step 5: Enter Contact Information

Add your address (if you have one).

Google Business Profile address form with country, street, city, province, and postal code fields

Add your phone number and website URL (if you have one). This will make it easy for customers to call or click directly from your Google Business Profile.

Adding a phone number and website URL to a Google Business Profile

Step 6: Verify Your Business

Verification options vary by business location and industry, but when verifying your business, you will be presented with the following options:

Enter the code once it arrives, and your Google Business Profile will go live.

Google Business Profile verification screen confirming the listing is now verified

Step 7: Optimize Your Google Business Profile

Once verified, don’t stop there. Fill out everything else to increase your chances of showing up in relevant searches:

  • Business hours (and holiday hours)
  • Photos of your storefront, products, team, and/or menu
  • Business description that is clear, concise, and keyword-aligned
  • Attributes like “Wheelchair accessible,” “Outdoor seating”
  • Q&A section (answer customer questions)
  • Review requests (start asking happy customers to leave reviews)

A complete profile doesn’t just show up more often – it gets chosen more often.

In 2026, local search isn’t about your website but your Google Business Profile. This is what shows up when customers are ready to act: to call, visit, book, or buy. It’s where they read reviews, see photos, and make split-second decisions.

Getting your profile right from the start is one of the easiest and highest-impact steps you can take for local visibility.

What Next?

Creating your Google Business Profile is just the first step – winning on Google Maps takes ongoing strategy.

This isn’t a “set it and forget it” asset. It’s a high-intent marketing channel where customers are nearby and ready to buy. To stand out and drive real foot traffic, your Google Business Profile needs to be optimized, updated, and actively managed.

Map Labs helps businesses show up ahead of the competition – and get chosen by the customers who matter most.

Visit MapLabs.com to learn how we help thousands of businesses grow with Maps Marketing.

Want to know more? 

🎥 Watch ‘Why Every Business Needs Maps Marketing’ video below!

How to Verify Your Google Business Profile by Video in 2026 (Step-by-Step Guide)

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Why Video Verification Matters

If you’re setting up or reclaiming your Google Business Profile (GBP), verification is a critical step.

Google offers video verification as the fastest and most reliable way to verify your business profile. But there’s a catch: your video can be rejected if you don’t follow Google’s instructions precisely.

Here’s a quick, step-by-step breakdown of how to get your business verified successfully via video:

1. Use the Google Maps App

You must log into the Google Maps app (not desktop) using the same account that manages your Google Business Profile. This is the only way to initiate video verification.

Signing into the Google Maps app to verify a Google Business Profile by video

✅ Double-check you’re logged into the right Google account on your phone.

2. Record the Video “Live”- No Uploads Allowed

Google does not accept pre-recorded or edited videos. The recording has to be done live within the app. Once you’re in the right account and click “verify,” you’ll be prompted to begin recording.

3. Keep It Under 2 Minutes

Keep your video concise. You only need to prove that your business is real and located where you say it is. The ideal video length is a minimum of 30 seconds and a maximum of 90 seconds, but keeping the video under two minutes is essential.

Recording a Google Business Profile verification video showing street signage at ninety seconds

4. Start with Signage and Location

Begin the video by showing your business signage and physical location. Make sure your address or street names are clearly visible when possible.

If you are located inside a large commercial building, showing the entrance with clear signage to your suite or floor is all that is necessary.

📍 The most crucial thing to remember is you are validating to Google what your business looks like in the real world.

Filming business signage and street names during a live Google Business Profile verification recording

5. Choose Your Orientation – And Stick to It

Start filming either vertically or horizontally, but do not switch once the recording has begun. Changing orientation mid-video can cause your submission to be rejected.

6. Do Not Flip the Camera Around

Don’t turn the camera to show your face or provide live narration. Keep the focus on the business location, signage, and relevant surroundings.

Crossed-out illustration showing that turning the camera toward your face is not allowed during video verification

7. Skip the Story – Just Show the Essentials

Avoid excessive talking or storytelling. This isn’t a pitch. Just record the essential visuals: signage, front door, street view, and surrounding area.

8. Use a High-Resolution Camera

Google compresses video files during upload. If you use an older phone or a low-resolution camera, the video may become too blurry for Google to verify your location properly.

Be Seen Where it Matters Most

Video verification is the fastest and most reliable way to activate your Google Business Profile – but only if it’s done right. Treat it like proof of location, not a brand story. Stay focused and follow the format, and you’ll avoid delays or rejections.

Verification is the first step in your Maps Marketing journey. Map Labs can help support you every step of the way, from verification to optimization and long-term management. Contact us today to get started.

Visit MapLabs.com to learn how we help thousands of businesses grow with Maps Marketing.

Want to know more? 

🎥 Watch ‘Why Maps Should Be Your Top Marketing Priority in 2026′ video below!

Map Labs Launches Apple Maps

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Businesses can now manage Google Maps and Apple Maps side by side on one platform, with Software, Coaching, or Full Service support.

The launch closes a gap most marketing teams don’t realize exists. For over a decade, Google has been the center of Maps Marketing strategy. Apple Maps has been building a real, measurable audience the entire time, and almost nobody has been managing it.

Apple Maps Isn’t Optional Anymore

Here’s what the data shows: Apple has 60% smartphone market share in North America. Every one of those iPhones opens to Apple Maps by default. That makes Apple Maps the second-largest local search platform in the world, bigger than Yelp, bigger than TripAdvisor, bigger than Bing.

Map Labs’ research puts real numbers behind it: Apple Maps generates 25x more business visibility than Yelp on average, with some markets seeing that gap stretch as high as 50x. And in a growing number of cases, businesses are seeing more direction requests come from Apple Maps than from Google. (Map Labs LLC, 2026)

Businesses that haven’t claimed and optimized their Apple Maps presence are handing customers to their competitors. Apple Business puts you in control of your place card on Apple Maps, including hours, photos, contact details, and promotions, the same way Google Business Profile does on Google. Every unclaimed location is a missed opportunity to reach customers who are already searching.

"Every marketing team we talk to has the same blind spot. They've optimized Google and left Apple untouched, because nobody's been talking about it. Apple Maps has quietly become the second-biggest local search platform on earth. If you're not managing it, you're invisible to 60% of the phones in North America, and you're handing that visibility to competitors who are paying attention." - Evan Oder, Founder of Map Labs

One Platform, Both Maps

With this launch, Map Labs customers get:

  • Consistent listings across Apple Maps and Google Maps, the two platforms that drive 95% of local searches.
  • Bulk management at scale – update hours, photos, and promotions across hundreds or thousands of locations at once.
  • Optimization for growth – the same category, attribute, and content strategy that drives results on Google, applied to Apple.
  • Real-world performance insights – taps, engagement, searches, calls, and direction requests, reported the same way Map Labs already reports Google performance.

Support is available across all three Map Labs service levels: Software for teams who want to manage it themselves, Coaching for teams who want strategy and direction, and Full Service for teams who want Map Labs to handle execution end-to-end.

Download Press Release

Get Started

Current Map Labs customers can upgrade their accounts to add Apple Maps management today. Businesses not yet on Map Labs can start with a free Apple Maps analysis or a free 14-day trial of the software.

Visit MapLabs.com to get started.

About Map Labs

Map Labs is the #1 Google & Apple Maps Marketing software and service for multi-location businesses. Map Labs goes beyond just tools and accurate reporting – delivering strategy, support, and execution that drive real-world results. Over 10,000 world-leading businesses are growing with Map Labs’ custom maps marketing strategies and industry-leading software.

Media Contact

Robyn Kimberly
robyn@maplabs.com
MapLabs.com

Additional Resources

Software, Coaching, or Full Service: Which Map Labs Plan Is Best For You?

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Your Google Business Profile is the most visible landing page you have. 80% of the views it gets come from non-branded search – people typing “coffee near me,” not your business name. They’re choosing between you and your competition.

It’s also the one result that shows up no matter where the search starts. Google.com, Google Maps, social media, an AI search, a voice assistant – the starting point keeps changing, but the destination doesn’t. People usually end up looking at a Google Business Profile. That makes your GBP the closest thing you have to a single source of truth: the one place worth getting right, because it’s the one place everyone lands.

Google Business Profile is your highest-intent marketing channel, and most teams are leaving it on autopilot.

Map Labs exists to fix that. We’re the #1 Maps Marketing software and service – we help businesses get found on Google and Apple Maps, turn views into calls and visits, and track every bit of it. We do it through three levels of support: Software, Coaching, and Full Service.

Which level of support is right for your business? Read on to find out.

TL;DR: Your Google and Apple Maps profiles are your most visible and durable marketing assets. Map Labs offers three ways to manage, optimize, and measure your business’s growth on Google and Apple Maps:

  • Software – run it yourself with tools built for the job.
  • Coaching – build the skill in-house with expert guidance.
  • Full Service – hand the day-to-day to a dedicated team.

Not sure which one is right for you? Start with a free GBP Analysis, and we’ll discuss where you are and which plan is best for you.

Three ways to work with Map Labs

Managing your Maps presence well takes the right tools, a clear strategy, and consistent execution. How much of that you take on yourself is up to you – and we meet you wherever you are with three levels of service. Some teams want the Software to run it themselves. Some want an expert Coaching them as they build the skills in-house. And some want to hand the execution to a dedicated Full Service team.

Same channel, same goal (more customers), just different levels of support depending on your business’s needs.

Software: You run it, we give you the tools

Our software is proprietary, built specifically for Google and Apple Maps. It’s best for marketers who’ve been through our Coaching program and are ready to manage Maps independently.

Google gives you a basic dashboard and stops there. No protection against unwanted listing edits, no bulk actions across locations, no reporting that ties back to revenue. Our software picks up where Google leaves off – a review assistant that speeds up responses, Listing Defender to stop unwanted profile changes, and performance reports that pull calls, direction requests, and bookings into one place in seconds. For most teams, that reporting alone saves them 5 to 10 hours per profile each month.

Managing multiple locations? The Bulk Features add-on is built to scale with you – roll-up reports that aggregate performance across every location, bulk updates to hours, menus, and photos in one move, and bulk posting that publishes everywhere with a single click. (From $80/mo per profile)

  • Software is the right fit for marketing teams who have completed the Map Labs Coaching program, and are ready to manage the channel independently.

Starting at $45/mo.

Start Your Free Software Trial
Coaching: We teach you how, and you build the skill

Coaching is for the team that wants to run Maps in-house with an expert in their corner while they learn. We give you the strategy, the roadmap, and the answers – you execute, and your team walks away knowing exactly how to grow the channel.

We start by getting you organized and optimized – profiles verified, categories and services dialed in – the fundamentals Google rewards. Then we’ll build and execute a content and review strategy that actually drives results – more calls and visits, more customers. All of this while teaching you how to read the data – performance insights, comparison reports, keyword trends – so you know what’s working and what to do next. Coaching adapts to you and your business’s specific needs; we’ll meet you where you are and go after the biggest opportunities first.

The coaching sessions are yours to shape. Most teams start with a few months of regular meetings, then adjust to a check-in cadence that works for them once they’ve found their footing. There’s no limit on who joins – bring your whole team on the call if they want to become experts too.

  • Coaching is the right fit if you want to own the channel management long-term and build real expertise on your team.

Starting at $250/hr.

Get Started with Coaching
Full Service: We handle it all, you get the results

Full Service provides end-to-end management of your Google and Apple Maps marketing, custom-built for your business’s needs. You approve the strategy and direction, and our team handles all execution: setup, verification, optimization, posts, photos, menus, reviews, troubleshooting, and the reporting that ties it all back to revenue. Everything in Software and Coaching is included – you’ve just got a dedicated team of experts doing the work for you.

Full Service is built for teams running Maps across dozens or hundreds of locations – where the bandwidth to manage it all in-house isn’t there. You get a dedicated account manager, specialists working across all your locations, weekly or monthly strategic reviews, and unlimited support whenever you need it.

Most full-service agencies treat Maps as a one-line item on a checklist. We focus on it specifically to bring more customers to your business. Specialists beat generalists, every time – and you’ll always know exactly what we’re doing and why, because we develop the strategy alongside you and keep you in the loop the whole way.

  • Full Service is the right fit if you’re managing Maps across multiple locations, and want an expert team handling the day-to-day execution.
Get Started with Full Service

Why your Maps management matters

Think about how people actually find a business now. They’ll search something like “coffee near me.” They check reviews after seeing a TikTok. They ask ChatGPT for the best auto shop in town. Every one of those journeys ends in the same place: your Google or Apple Maps profile. It’s the first impression most customers get, and often the last one before they call, book, or drive over.

It’s also the most visible result on the page. Search almost anything local, and the first thing Google shows isn’t a website – it’s the map pack, the cluster of business profiles sitting right at the top. Your profile appears above the traditional search results, where customers are actually looking, instead of buried in a list your business has to fight its way up.

That makes it different from the rest of your marketing channels. Social platforms come and go – the channel you built an audience on five years ago isn’t the one you’re on today. Maps don’t work like that. Google and Apple have spent two decades mapping the real world, and that profile isn’t going anywhere. Manage it well, and it compounds – it’s less a channel you rent and more an asset you own and build.

And it sits at the center of your marketing ecosystem. When your profile is complete, current, and active, the rest of your marketing works harder – every paid click, every bit of social buzz, every SEO gain points a customer toward a profile that’s ready to convert them. When it’s neglected, that’s where the journey quietly breaks.

Most businesses set up their profile once and never touch it again. The ones that treat it as the high-value asset it is – kept fresh, optimized, and measured – are the ones turning all those views into calls, directions, and revenue.

So… which one is right for you?

It comes down to how much support you want:

  • Software – if you’ve got the time and want to run Maps in-house.
  • Coaching – if you want to build that expertise with an expert guiding you.
  • Full Service – if you’re managing Maps at scale and want a dedicated team to handle the day-to-day execution.
Get Started

Still not sure?

Here’s the good news: you don’t have to pick perfectly today.

Whether you run it yourself with Software, build the skill with Coaching, or hand it to our team with Full Service, every path starts the same way – by understanding where your Maps presence stands right now.

That’s what the free GBP Analysis is for. We pull up your profiles, show you how many customers Google Maps sent you last year, put a dollar value on that traffic, and give you clear next steps to get more. No cost, no commitment – just a real look at what your most valuable marketing asset is doing for you, and which tier makes sense from there.

Want to see what goes into it first? Our free GBP Masterclass walks through everything GBP management involves – so you know exactly what you’re working with.

Take the Free GBP Masterclass

Want to know more?

🎥 Watch “What Does Map Labs Do? (Why We’re #1 for Google & Apple Maps Marketing)” below!


Free GBP Analysis: See How Your Maps Profiles Are Performing

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Your Google Business Profile (GBP) is already at work – generating calls, direction requests, website visits, and bookings. But do you know how many?

Most businesses don’t. They know their profile exists. They see reviews come in. But the actual volume of customers their GBP is sending them (and what they’re worth in revenue) is a number most have never seen.

This number exists. We pull it on every analysis call we do – and it surprises even the most sophisticated marketers. Most businesses have no idea how many customers they are already getting from Google Maps (and how they can easily get even more).

TL;DR: Most businesses are guessing at how their Google Business Profile is performing – and what you don’t know is costing you customers. Map Labs’ free GBP analysis shows you exactly where you stand:

  • 12 months of real performance data
  • Your Maps presence in dollars
  • And a clear path to get more from your GBP

We show you how you’re doing right now. No commitment required.

Your Most Visited Page Isn’t Your Website

Before a customer ever reaches your website, they see your Google Business Profile. It drives clicks, calls, visits, and purchases – often in seconds. 80% of GBP views come from non-branded searches – they search “near me” and decide in that moment where to go.

Here are the facts:

  • Every month in 2025, Google drove more than 2.5 billion direct connections for U.S. businesses – phone calls, messages, bookings, direction requests, and reviews 1.
  • 88% of people who open a Maps listing call or visit within 24 hours.

This is high-intent traffic (people nearby, and ready to buy) landing on your profile every single day.

Most businesses have no idea how many customers they are converting from Maps (or losing). The free Google Business Profile Analysis walks you through exactly what’s currently working and what Map Labs experts would do differently to drive more customers through your doors instantly. 

What’s In the GBP Analysis

In a one-on-one call with a Map Labs expert, we pull up your real data and show you exactly where you stand. No fluff, no pitch decks. Just an honest take on where you’re leaving customers on the table, and what opportunities exist to get more.

You’ll walk away with three things:

  • 12 months of real-world GBP performance – the actual calls, direction requests, website visits, and bookings your profile drove over the last year.
  • The estimated dollar value of your Google Maps presence – what your current visibility is actually worth in revenue terms.
  • Clear next steps to drive more customers – the specific optimizations that will move the needle fastest for your business.

All your data, and a clear picture of where to go next. Use the information with or without Map Labs (though we hope you choose to work with us 😉)

Showing Up Isn’t the Same as Performing

Most businesses assume their GBP is fine. It’s live, it has reviews, and it shows up when someone searches their brand name. But… that’s the bare minimum.

Performing well means showing up for the customers who don’t know you yet. The ones searching “best [your category] near me” – people who are nearby, ready to buy, and about to choose between you and your competitor.

The gap between showing up for your brand name and showing up for new customers is where most businesses are quietly losing. Our GBP analysis shows you exactly how well your profile is performing today, so you know where the real revenue growth opportunities are.

Ready to See Your Numbers?

Map Labs’ free GBP analysis is a one-on-one expert consultation – real data and real recommendations – no commitment required. It’s the fastest way to go from guessing how your Google Maps presence is performing to knowing.

Want to learn how to optimize your profile yourself? Take our 🎓 FREE GBP Masterclass. It walks you through every section of your Google Business Profile step by step – so you know exactly what to improve and why.

Want to know more?

🎥 Watch ‘Google Business Profile is Your New Landing Page‘ below!

  1. https://economicimpact.google/resources/ ↩︎

AI Local Search in 2026: Your GBP Is Your GEO Strategy

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If you’ve been wondering how AI is changing the way customers find local businesses, you’re not alone. Tools like ChatGPT, Perplexity, and Gemini are becoming part of how people search – and for business owners, that can feel like a new problem to solve.

It isn’t. Here’s what’s actually happening.

TL;DR: AI tools like ChatGPT don’t have their own local business data. They pull it directly from Google Business Profile (GBP) and Apple Maps. Optimizing for AI local search and optimizing for Google Maps are the same activity. If your profiles are strong, you’re already showing up.

What Is AI Local Search?

AI local search is what happens when someone uses a tool like ChatGPT, Gemini, or Perplexity to find a nearby business instead of going directly to Google.

It sounds like a completely different system, but it isn’t.

We were recently at the International Pizza Expo in Vegas and watched real people search for local businesses live. Some used Google. Some used Apple Maps. Some went straight to ChatGPT.

When you type: “best pizza in Vegas” into ChatGPT, it doesn’t already know the answer. It has no database of local businesses. So, what does it do? It searches the web, which is essentially… Googling it.

This technique is called grounding – AI finds information from existing sources rather than pulling from its own data.

Where Does AI Get Its Local Business Data?

When AI platforms generate local search results, they pull primarily from Google and Apple Maps profiles.

That means the results your customers see on ChatGPT look a lot like what they’d see on Google:

  • Same star ratings
  • Same review count
  • Same photos
  • Same business description & hours

There is no ChatGPT business directory. There is no Perplexity profile to manage. For local searches, AI is pulling directly from the same profiles that power Google and Apple Maps results – and may also reference other sources like OpenTable or local review sites. But the foundation is always your Google and Apple Maps profiles.

What This Means for Your Strategy

Well-managed Google and Apple Maps profiles are already doing double duty – showing up on all Google/Apple surfaces AND powering AI local search results at the same time.

So, how do you take advantage of this? Make sure your profiles are as optimized and up-to-date as possible:

  • Photos and videos – current, comprehensive, and high-quality
  • Services and menus – fully built out, so AI has all the complete information to surface
  • Reviews – consistent volume, consistently responded to
  • Booking integrations – make it easy to convert directly from the profile
  • Accurate hours – including special and holiday hours

More than 60% of Google searches never leave the search results page.1 AI is accelerating that trend, and businesses that understand this early are positioned to take advantage of it.

One profile. All platforms.

Optimizing for AI local search and optimizing your Google Business Profile are the same activity. There’s no separate AI strategy needed.

80% of Google Business Profile views come from a non-branded search – people in discovery mode, choosing between you and a competitor in the moment. Those micro-moments happen in Google and Apple Maps. They happen in ChatGPT. They happen in Gemini. In every case, the data driving the result comes from the same place – your GBP.

That’s your AI local search strategy.

Managing Your GBP Across Multiple Locations

Your Google Business Profile is your most powerful marketing asset – and like any asset, it needs to be actively managed to perform.

For a single location, that’s manageable. Across dozens or hundreds, that’s where most businesses need support – and where the biggest opportunities get missed.

Map Labs helps businesses manage and optimize their GBPs at scale – bulk updates, custom strategy, and accurate reporting, all in one place.

Get a free Google Business Profile analysis at maplabs.com/gbp-analysis and see exactly how your profiles are performing.

Want to know more?

🎥 Watch the videos below:

  1. https://www.forbes.com/councils/forbesbusinesscouncil/2026/03/02/the-zero-click-economy-why-60-of-searches-end-without-a-click-and-what-ceos-should-do-about-it/
    ↩︎

Click-Through Rate Manipulation on Google Maps: Why It’s a Risky Shortcut

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In the world of local search marketing, new “hacks” and shortcuts appear all the time—most promising quick wins on Google. One of the latest is Click-Through Rate (CTR) Manipulation—a strategy aimed at artificially boosting your business’s visibility on Google Maps by faking user engagement.

While the logic behind it might sound appealing at first, the long-term consequences are not. Here’s what CTR manipulation actually is, why it can temporarily work, and why using it can ultimately hurt your business far more than it helps.

What Is Click-Through Rate Manipulation?

CTR manipulation is the practice of artificially inflating the engagement metrics on your Google Business Profile (GBP). This can include fake direction requests, clicks, profile visits, and even interactions like photo views or call button taps.

Third-party providers offer services that simulate this engagement using either bots or real users with fake Google accounts. The goal is to trick Google into thinking your business is getting more interest than it actually is—causing your listing to appear more relevant and ideally show up higher in local search results.

Why It Might Work… But Only Temporarily

Google’s algorithm does factor in behavioural signals like clicks and engagement when evaluating which business profiles to surface in search results. More engagement signals higher relevance on Google, which is rewarded with increased visibility.

CTR manipulation simulates those engagement signals. And yes—in the short term, you might see a bump in profile views, direction requests, or even local rankings.

But this is where the strategy unravels. Google can detect fake engagement.

Google doesn’t just track the click. It tracks what happens next.

If dozens or hundreds of direction requests are submitted to your location, but no one actually shows up at your business (based on GPS and mobile data), Google flags this as suspicious behaviour. The same applies if engagement patterns spike and then drop off.

Manipulated engagement lacks one critical thing: follow-through. And Google is very good at spotting when behaviour doesn’t align with reality.

The Drop-Off Effect: Why You Could End Up Worse Off

There’s a bigger problem: once you start using CTR manipulation, you have to keep using it. Artificial engagement inflates your metrics—but when you stop, it signals a sharp decline to Google.

  • For example, if your profile goes from 100 direction requests a month to 1,000 and then suddenly drops back to 100, Google interprets that as a loss in relevance or popularity.
  • In many cases, businesses that stop using CTR manipulation find that their profiles perform worse than they did before they started.

In other words: you’re not just gaming the system—you’re training it to expect fake numbers.

The Real Risk: Suspension or Removal

Beyond performance drops, there’s a much more serious consequence: Google Business Profile suspension or blacklisting.

Google regularly rolls out algorithm updates designed to detect and eliminate spammy behaviour. If your profile is flagged for manipulation, it can be suspended or removed from search and Google Maps entirely—essentially wiping your business off the local map.

Reinstating a suspended profile is difficult and time-consuming. And in some cases, especially with repeated violations, it may not be reinstated at all.

What To Do Instead: Earn Real Engagement

The best way to improve your visibility on Google Maps isn’t to fake engagement—it’s to earn it.

Here’s what actually works:

  • Get consistent, high-quality reviews from real customers
  • Respond to 100% of customer reviews to drive engagement
  • Keep your business information up to date, including hours, address, and services
  • Add high-quality photos that reflect your current space, team, and offerings
  • Post updates regularly using Google Posts
  • Answer customer questions in the Q&A section of your profile
  • Use all available GBP features to show that your business is active and trustworthy

When users engage naturally—because your business is appealing and relevant—Google takes notice. Real engagement leads to long-term visibility and trust, without the risk of penalty.

CTR manipulation might seem like a clever shortcut, but in reality, it’s a short-term tactic with long-term consequences. Google’s algorithms are constantly evolving to detect and penalize these methods—and the businesses that use them.

If you want to build a lasting presence in local search, the answer is simple: be the business people genuinely want to engage with. Optimize your Google Business Profile, engage with your customers, and use Maps the way it was meant to be used.

Need help creating a strategy to optimize your Google Business Profile? At Map Labs, we help businesses grow on Maps through honest, proven local search strategies. Visit MapLabs.com to learn more.

Want to know more? 

🎥 Watch ‘Why Every Business Needs Maps Marketing’ video below!

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