The Google Maps "hack" most local businesses miss

Here's how to make it work for you.

I can't imagine a world without Google Maps.

I wrote this newsletter from Tuscany, because I was traveling through Italy and Spain since my last newsletter. (Sorry for the abrupt stop in content!)

Whether I'm finding a hidden-gem restaurant for local charcuterie and wine, getting directions to a wedding venue, or discovering the best gelato shop in a town I've never visited—Google Maps is my lifeline.

Here's what hit me as I was using it for the hundredth time this week: every time I tap "search," some local business owner is about to make money from a complete stranger who's actively looking for what they sell.

That's the power of showing up in Google's Map Pack.

Today I'm covering the final piece of optimizing your Google Business Profile—the three aspects where most local businesses fall short, but the ones who get it right stand out and generate serious revenue.

Let's dive in.

Reviews: Marketing That Works While You Sleep

Getting reviews for your local service business seems straightforward, right?

More reviews = better rankings = more customers.

But here's where most businesses screw it up: they don't systematize review generation, and they ignore the reviews they do get.

Let's fix both problems.

The Review Generation System

People only leave negative reviews... unless you ask them for positive ones.

It's human nature. When everything goes well, we're happy and move on. When something goes wrong, we vent online.

The solution?

Make review requests part of your customer experience:

• Ask customers in-person after service

• Send follow-up emails with direct links

• Place tablets/signs where customers can see them

Like this:

The more 4 and 5 star reviews you have the more established and trusted Google sees your business, and the higher you’ll rank.

Secondly, once you get a review, respond to it.

The Response Strategy

Respond to ALL reviews. Positive and negative.

This shows potential customers you care.

Sometimes a negative review with a thoughtful response is more powerful than a generic 5-star review.

Products: The Secret to Ranking That Most Local Service Businesses Miss

When I audit a business with my agency, most of the time, THIS is the #1 mistake I see…

In fact, I had a very hard time finding an example of this done well.

(Which just goes to show you how much of an opportunity there is for your business to grab a top spot in the map pack and dominate your area.)

That’s because most service business think:

“We don’t sell products, at least not primarily. This section doesn’t apply to us.”

Let me show you how I’ve optimized for this section with my marketing agency.

Notice how this I’ve listed the services I offer as products.

You’ll want to make sure that these are keywords your customers are searching for.

So if you were a veterinarian, you might list:

• Emergency Surgery

• Dental Cleaning

• Wellness Checkups

• Vaccinations

If you're a lawyer:

• Personal Injury Consultation

• Estate Planning

• Business Formation

This allows potential customers to browse through your services (before even getting to your website) and recognize if you offer what they want.

Google displays your phone number when they click on the product. Meaning that they might just call directly from the GBP if the service they want is listed!

Besides providing customers with opportunities to call and visit your site, these products and their descriptions are another way to spoon feed Google and rank for high volume keywords.

Once you create a product for each of your services, you’ll want to make sure that each service you offer has a dedicated page on your website.

To sum up:

• List your services as products

• Link these “products” back to service pages on your website

Google Updates: Mini Ads That Cost Nothing But Deliver High ROI

Think of Google Updates like ads that:

• Keep your profile “fresh” and active

• Give you more real estate in search results

• Act as an opportunity to include your target keywords

• Showcase special offers, events, or new services

They appear directly in your Google Business Profile and give you a direct line to communicate with potential customers who are browsing your listing.

Here are some of the latest updates I’ve posted for my agency:

I’m repurposing the content I share on LinkedIn and Instagram for my Google updates.

That saves me time, makes Google happy, and since it’s written to be persuasive to my customers, it’s effective.

Aim for 1 update per week, Google rewards businesses that stay active.

Here are some content ideas that work:

• Service highlights – Showcase specific services or recent work

• Behind-the-scenes – Team certifications, training, or day-to-day operations

• Local community connection – Events you’re sponsoring or participating in

• Seasonal/timely content – Holiday hours, weather-related services, or seasonal tips

And here are some best practices to keep in mind:

• Include a call-to-action: Every update should tell people what to do next (call, visit, book online)

• Use your keywords naturally: Work in “you city” and your service keywords without being spammy

• Always add a photo when possible: Updates with images get more engagement

• Keep it conversational: Write like you’re talking to a friend, not creating a press release

Your Next Steps

I guarantee 90% of your competitors aren't doing these three things—even if they're already in the Map Pack.

That's your opportunity.

Pick one section and implement it this week.

And that wraps up optimizing your Google Business Profile (the #1 factor that leads to ranking in Google’s Map Pack).

Before diving into more how-to content, I think next week’s I’ll recap the progress I’ve made so far with ranking my agency.

What do you think so far? If you’ve got any questions, just leave a comment down below and I’ll respond to it personally.

Warmly,

Nicholas

P.S. - If you found this helpful, forward it to another business owner. They'll thank you when they start showing up above their competition.