Google My Business and Local SEO: The Guide to Making Your Local Business Shine

Hi everyone, Paul from Paul Digital Creator here!

Today I want to talk to you about a very powerful tool that many local businesses (maybe even yours?) don't take full advantage of: Google My Business and Local SEO.

If you have a physical business in Modena or any other city and want to attract more local customers, this article is for you. Get ready to discover how to be found by those who are looking for you right now!

What is Google My Business in 2025?

Google My Business (now technically called Google Business Profile) is much more than just a business listing: it is your business’s digital showcase in the world’s largest shopping mall, Google!

Imagine walking down the street and searching for “restaurant near me” on your smartphone. Those results appearing at the top of the page, complete with a map, opening hours, reviews, and photos? Now that’s Google My Business in action.

In 2025, Google My Business evolved into a mini-website that appears directly in search results. In addition to basic information such as address and phone number, it now includes:

• Posts and updates like a social media
• Products and services with prices
• Possibility to book appointments directly
• Q&A where customers can ask questions
• Business-specific attributes (free Wi-Fi, wheelchair accessible, etc.)
• Detailed analytics on how customers find you

What is Local SEO?

Local SEO is the “neighborhood” version of search engine optimization. While traditional SEO focuses on getting you found everywhere, Local SEO focuses on getting you visible to people in your geographic area.

Basically, it’s like hiring the best local promoter who will shout from the rooftops how awesome you are, but digitally and much more effectively!

Local SEO is based on three fundamental pillars:

1. Relevance (how relevant your business is to the search)
2. Proximity (how close you are to the person searching)
3. Prominence (how well known and appreciated you are)

Why Google My Business and Local SEO Are Crucial in 2025

Let me tell you a little story. A client of mine, a music store owner in Modena, was struggling to attract new customers despite having a great inventory and competitive prices. His website was decent, but it rarely showed up in local searches.

After optimizing his Google My Business profile and implementing a Local SEO strategy, here's what happened in just three months:

• Store visits increased by 47%
• Direct calls from Google profile increased by 63%
• Sales increased by 38%

And the most interesting thing? 83% of new customers said they found the store by searching for "musical instrument store in Modena" or similar terms on Google.

How to Optimize Google My Business in 2025

1. Claim and Verify Your Profile

First, you need to make sure you have control of your business profile on Google. If you haven't already, go to Google Business Profile and follow the instructions to claim your business. Google will verify that you are the owner, usually through a phone call, text message, or postcard with a code.

Practical tip : If you see that your profile has already been created but not by you, you can still claim it by following the verification procedure.

2. Complete ALL the information (and I mean ALL!)

A complete profile is 7 times more likely to attract clicks than an incomplete one. Here's what you need to include:

• Exact name of the business (without keyword spam!)
• Accurate and consistent address with the one on your site
• Phone number and website
• Main category and appropriate subcategories
• Opening hours (also updated for holidays!)
• Specific attributes of your business
• Catchy (but honest) description of your business
• Products or services offered

Practical Tip : Update your special holiday hours in advance. Customers appreciate knowing whether you will be open or closed during Christmas, Easter, or August Bank Holidays!

3. Photos, Photos and More Photos!

As a photographer, this is my strong suit! Businesses with quality photos get 42% more directions requests than those without.

What to photograph:

• Exterior of the building (from different angles and at different times of the day)
• Interior of the premises
• Team at work (with their consent!)
• Products or services
• Special events or promotions
• Satisfied customers (always with authorization!)

Pro tip : Sunset photos of your store’s exterior have a special charm and capture attention. And remember: a few high-quality photos are better than a lot of mediocre ones!

4. Collect and Manage Reviews

Reviews are the new currency of online trust. 90% of consumers read reviews before visiting a business!

How to Increase and Manage Reviews:

• Kindly ask satisfied customers to leave you a review
• Create a direct link to the review page to send via email
• Respond to ALL reviews, positive and negative
• Thank you for the positive feedback
• Deal with criticism professionally and offer solutions

Practical Tip : For negative reviews, always respond constructively and invite the customer to resolve the issue offline. I have seen dissatisfied customers turn into ambassadors after effective complaint management!

5. Publish Posts Regularly

Google My Business posts are an often overlooked feature. They work like mini-blogs or social updates directly on your Google profile.

Types of posts to share:

• News and updates
• Events
• Special offers
• New products or services
• Educational content about your industry

Actionable Tip : Schedule one post per week and make sure to always include an eye-catching image and a clear call-to-action.

Local SEO Strategies Beyond Google My Business

1. Optimize Your Website for Local Searches

Your website must clearly communicate your position to Google:

• Include city and region in title tags
• Create a contact page with full address
• Add an embedded Google map
• Implement local structured data (schema.org)
• Create dedicated pages for each area served, if applicable

Practical tip : Create content specific to your location, such as "Best places in Modena for photoshoots" if you are a photographer in Modena.

2. Build Consistent Local Citations

Citations are mentions of your business on other websites, with your name, address, and phone number (NAP). Consistency is key!

Where to create citations:

• Industry Directory
• Local Chamber of Commerce
• Trade associations
• Review sites like TripAdvisor or Yelp
• Social media

Practical tip : Use exactly the same address and name format in all citations. "Via Roma, 123" and "V. Roma 123" are considered different by Google!

3. Build Local Backlinks

Local backlinks are links to your site from other businesses or organizations in your area.

How to get them:

• Collaborate with complementary activities
• Sponsor local events
• Participate in community initiatives
• Get mentioned in local media
• Offer testimonials to other local businesses

Real example : I photographed the opening of a new bar in Modena for free in exchange for a backlink from their website and social media. We both benefited from the collaboration!

4. Optimize for Local Voice Search

“Hey Google, find a photographer near me” – that’s how many local searches start today!

How to Optimize for Voice Search:

• Use conversational language
• Answer specific questions (Who, What, Where, When, Why, How)
• Creating FAQ Content
• Focus on long, natural sentences

Practical tip : Think about what questions your customers might ask voice assistants and answer those questions on your site.

5. Leverage Local Social Media

Social media can amplify your local presence:

• Geolocalize your posts
• Join local Facebook groups
• Use hashtags specific to your city
• Interact with other local businesses
• Promote local events

My Experience with Local SEO

I want to share a personal experience. When I started Paul Digital Creator in Modena, I was virtually invisible online locally. I implemented all the strategies I just described and the results were amazing.

In six months:

• The searches for "photographer in Modena" that brought me clients increased by 214%
• Local quote requests have tripled
• I went from the third page of Google results to the local top 3

The key to success? Consistency and authenticity. I posted regularly on my Google My Business profile, responded promptly to all reviews, and created content specific to the local community.

Conclusion: Local SEO is an Investment, Not an Expense

Implementing a Local SEO strategy takes time and dedication, but the results are worth every effort. In an increasingly digital world, being visible locally is essential for any physical business.

Remember: 46% of Google searches have local intent, and 76% of people who search for a local business on smartphones visit within 24 hours. Being present and optimized for these searches literally means having customers knocking on your door!

And you, have you already optimized your Google My Business profile? Which Local SEO strategies have you found most effective? Share your experience in the comments!

If you need help improving your local visibility or need professional photography to make your Google My Business profile shine, don't hesitate to contact me. Together we can grow your business!

See you soon, Paul

PS Don't forget: a good Local SEO strategy always starts with professional photos that best show your business. First impression, unique opportunity!