Local SEO Guide: Getting Your St Margarets Business Found on Google Maps
Digital Marketing
Feb 7, 2025
9 Min Read
Learn how to optimise your Google Business Profile to attract more local customers in St Margarets and enhance your visibility on Google Maps.
Want more customers to find your St Margarets business on Google Maps? Here's what you need to do:
Set up and verify your Google Business Profile: Add accurate details like your name, address, phone number (NAP), and business hours. Verification is essential for visibility.
Optimise your profile: Use photos, local keywords (e.g., "coffee shop St Margarets"), and clear descriptions to stand out. Businesses with complete profiles get 7x more clicks.
Encourage and manage reviews: Positive reviews build trust, and responding to all reviews - positive or negative - shows professionalism.
Use local keywords: Include terms like "best plumber St Margarets" or "restaurants near Richmond Bridge" in your content to match local searches.
Track performance: Use tools like Google Business Profile Insights and Google Search Console to monitor traffic, clicks, and search terms.
Why it matters: 46% of Google searches have local intent, and 76% of nearby searches lead to visits within a day. By optimising your local SEO, you can attract more customers to your St Margarets business.
Let’s dive into the details to help your business thrive locally.
How to Set Up and Verify Your Google Business Profile
Your Google Business Profile is the cornerstone of your local SEO efforts, acting as your virtual shopfront on Google Search and Maps [2]. Setting it up correctly is essential for St Margarets businesses looking to attract local customers.
Creating Your Profile: Step-by-Step Guide
To get started, you’ll need a Google Account [1]. This can be an existing personal account or a new one dedicated to your business. Head over to business.google.com/add and click "Add your business to Google" [3]. Google will then guide you through the setup process, asking for key details about your St Margarets business. Make sure your business name matches exactly with what’s on your shopfront signage and stationery [6]. This consistency is critical - Google looks for alignment between your online and offline identity.
Next, choose your primary category. This helps Google understand your business type and determines when your listing appears in search results. You can add up to nine secondary categories later, but your primary category should reflect your main service or product. For instance, if you own a coffee shop on Crown Road, select "Coffee shop" rather than a broader category like "Restaurant" [5].
When entering your business address, ensure it’s accurate [4]. Google requires a physical address - P.O. boxes and virtual offices aren’t acceptable [4]. If you’re a service-based business, you can hide your address from public view while still using it for verification purposes [4]. Keep in mind that businesses must have in-person customer interaction during specific hours to qualify for a Google Business Profile. Exclusively online businesses or properties for rent or sale don’t meet the criteria [4].
Provide a local phone number that connects directly to your St Margarets location [6]. Avoid using centralised call centre numbers, as Google favours direct connections to build trust with local customers and improve your chances in local search results [6].
If your business is already listed on Google Search or Maps, you’ll need to claim it rather than create a new profile. On Google Search, look for "Own this business" and click "Manage now." On Google Maps, click "Claim this business" and then "Manage now" [3]. If you don’t see your listing, select "I own or manage another business" to search for it [3].
Verification is the final, essential step. Google offers several verification methods depending on your business type and location. Options include receiving a code via phone, text, or email [1]. Some businesses may verify through a video recording of their premises or a live video call with a Google representative [1]. Alternatively, Google can mail a postcard with a verification code to your business address, though this can take up to 14 days [1].
As Google states, "To update your business info, like name and operating hours on Google, and interact with customers, verify your business." [1]
Once verified, Google typically reviews your information within five business days, although some businesses may be verified instantly [1]. Remember, verification codes expire after 30 days, and Google will never ask for your code over the phone - keep it private [1].
After verification, you can enhance your listing by updating details, adding photos, and engaging with customers. We’ll cover these steps in the next sections.
Keeping Your Business Information Consistent
Consistency in your business information - commonly referred to as NAP (Name, Address, Phone) - is critical for local SEO. Search engines rely on this data to verify your business’s legitimacy and decide when to display your listing.
As Dalton Luka, SEO Consultant, explains, "To improve chances of ranking your Google My Business Listing, you'll want to make sure that NAP information is consistent." [5]
Your business name should remain identical across all platforms. For example, if your St Margarets café is called "Riverside Coffee Co." on your signage, use that exact name everywhere - don’t switch to "Riverside Coffee Company" or "Riverside Café." The same rule applies to your address and phone number.
To avoid errors, consider creating a simple spreadsheet with your NAP details for reference when setting up profiles or listings [5]. Include your full business name, complete address with postcode, and primary phone number. This ensures accuracy and saves time.
For mobile businesses serving St Margarets and nearby areas, clearly define your service areas. Instead of listing a broad region like "London", specify locations such as "St Margarets, Twickenham, and Richmond" [5].
Physical signage at your business location is also important. Ensure your business name is displayed prominently at your address. This reinforces the link between your online profile and physical presence, which Google values for local search rankings [6].
Once your profile is verified, you’ll have full control over how your business information appears on Google [3]. You’ll be able to update your hours, add photos, respond to reviews, and share updates - all of which we’ll explore in the upcoming sections.
How to Improve Your Google Business Profile
Once your profile is verified, it’s time to optimise it for maximum local impact. Fully completed profiles outperform basic ones, with businesses receiving seven times more clicks when their profiles are complete [9]. Here’s how to make your St Margarets business stand out and connect with more customers.
Completing Your Profile Details
Your business description is your opportunity to showcase what makes your business special. Highlight your unique offerings and include details that resonate with the St Margarets community.
For instance, instead of simply stating, "We sell coffee", you could write: "Family-run coffee shop serving ethically sourced beans and homemade pastries to the St Margarets community since 2018. Located just two minutes from St Margarets station, we’re your ideal spot for a morning pick-me-up or an afternoon treat."
Categories and attributes are key to helping Google match your business with relevant searches. Choose a primary category that defines your business, then add secondary categories to cover additional services. For example, a restaurant in St Margarets might list itself as an "Italian restaurant" while also noting services like "pizza delivery", "wine bar", or "family dining."
Attributes like "Wheelchair accessible", "Outdoor seating", or "Free Wi-Fi" provide helpful details that influence customer decisions before they even step through your door.
Keep your business hours up to date, especially during holidays, special events, or seasonal changes. This ensures customers always have accurate information.
As Google advises: "To maximise how often users find your business in local search results, ensure that your business information in Business Profile is accurate, complete, and engaging." [7]
Once your details are complete, focus on enhancing your profile further with engaging visuals and regular updates.
Adding Photos and Posts to Attract Customers
Visual content turns a basic profile into a dynamic showcase. Businesses with photos see 42% more requests for directions on Google Maps and 35% more clicks to their websites [11]. Those with over 100 photos experience dramatic increases: 520% more calls, 2,717% more direction requests, and 1,065% more website clicks compared to the average business [10].
Start with key photo types: exterior shots of your storefront, interior images that capture your atmosphere, and high-quality pictures of your products or services. Google suggests uploading at least three photos for each category relevant to your business [8].
For St Margarets businesses, highlight your local ties. A bakery could feature photos of commuters grabbing coffee in the morning, while a boutique might show customers exploring the latest styles. You could also include nearby landmarks like the Thames or St Margarets station to emphasise your connection to the area.
Photos should be well-lit, sharp, and authentic. Regularly updating your gallery with fresh images signals activity and keeps your profile engaging [10].
Google Posts are another excellent way to keep your profile dynamic. These updates appear directly on your Business Profile and can highlight promotions, events, new products, or company news. Posts typically stay visible for about seven days, so frequent updates keep your profile fresh.
Use posts strategically. For example, a local gym might share weekly class schedules, while a restaurant could promote daily specials or upcoming live music nights. A St Margarets florist might post about seasonal bouquets or holiday arrangements, connecting with the community’s interests.
Google notes: "The more photos you have, the better your chances are of ranking highly in local search results, which makes it easier for customers to find you. And, people are more likely to click on and interact with a profile that has lots of high-quality, relevant photos." [8]
Beyond visuals, engaging directly with customers can further enhance your profile’s impact.
Using Q&A and Messaging to Connect with Customers
Surprisingly, 91% of customer questions on Google Business Profiles go unanswered [13]. Yet, businesses that actively manage their Q&A section see conversion rates increase by up to 25% [13].
Be proactive with your Q&A. Address common questions before they’re asked by adding frequently asked questions to your profile. For a St Margarets business, this might include details about parking options, accessibility, or booking policies.
When responding to questions, be clear and concise. Use relevant keywords naturally to improve local search visibility. For example, if someone asks about parking, mention nearby streets or the local station car park by name. This not only helps with search rankings but also provides useful information to potential customers.
Monitor your Q&A regularly to correct any misinformation. Since other users can contribute answers, it’s important to address inaccuracies quickly and politely.
Messaging is another valuable tool, especially as 60% of consumers prefer texting businesses over calling [13]. Enabling messaging on your Google Business Profile allows customers to contact you directly with questions, booking requests, or service enquiries.
Set up auto-responses for times when you’re unavailable, letting customers know your usual response times. For example: "Thanks for reaching out! We typically reply within 2 hours during business hours (9am-6pm, Monday-Saturday). For urgent enquiries, please call us on 020 8892 XXXX."
Google recommends replying to messages within 24 hours [12]. Quick responses build trust and show professionalism. To ensure timely replies, assign team members to monitor messages and create templates for common enquiries. For instance, a St Margarets restaurant could prepare responses for reservation requests, menu details, or directions, customising each message as needed.
Active engagement through Q&A and messaging not only boosts your local search rankings but also shows customers that you value their time and are committed to excellent service.
Getting and Managing Customer Reviews
Once you've fine-tuned your Google Business Profile, the next step is managing customer reviews. Reviews are a driving force behind local SEO success. In fact, 88% of customers read Google reviews to evaluate a local business before making a decision [15]. Reviews influence about 20% of your local search visibility [19], and businesses with over 50 reviews often outperform those with fewer than 10 [18].
Positive reviews also build trust - 74% of consumers say good Google reviews make them trust a business more [19]. On top of that, 89% of customers are more likely to choose a business that responds to all reviews [17]. For businesses in St Margarets, reviews aren't just a nice-to-have - they're a must for staying competitive.
Google considers three main factors when assessing reviews: quantity, recency, and quality [18]. Since 73% of consumers only pay attention to reviews written in the last month [19], it's important to consistently encourage new feedback. Here's how to request and manage reviews effectively to boost your local SEO.
How to Ask Customers for Reviews
Timing and approach matter. The best time to ask for a review is right after a positive experience [15]. For instance, a St Margarets café owner could ask a customer who just complimented their coffee, or a salon could request feedback from a client thrilled with their new haircut.
Make your request personal and specific. Instead of a generic "Please leave us a review", try something like:
"Hi Sarah, we're delighted you loved the vintage dress you found yesterday. Would you mind sharing your experience on Google? It helps other fashion lovers in St Margarets discover our boutique."
To make it easy, include a direct link to your Google Business Profile review page. Ensure the link works smoothly on mobile devices, as most customers will use their phones [15]. Text messages are particularly effective, with open rates exceeding 90% [15]. A simple message like, "Thanks for visiting us today! Here’s a quick link to leave a review: [direct link]" can make a big difference.
Timing follow-ups is also crucial. Send review requests 24–72 hours after a customer has received their product or service [14]. Training your staff to ask for reviews during in-person interactions can also increase your chances, as face-to-face requests often feel more genuine [16].
Keep an eye out for natural opportunities. If a customer is already praising your business on social media or in conversation, encourage them to share those thoughts on Google [14]. However, avoid offering incentives for positive reviews - this violates platform rules and can lead to biased feedback [15].
How to Respond to Reviews
Generating reviews is just one side of the coin; responding to them is equally important. 89% of consumers prefer businesses that reply to feedback [17]. This shows you value customer opinions and care about their experiences.
For positive reviews, keep your responses warm and personalised. Use the reviewer’s name, thank them, and invite them to return. For example, instead of a standard "Thanks for your review", you could say:
"Thank you so much, Emma, for your lovely words about our Sunday roast! We’re thrilled you enjoyed the Yorkshire puddings and can’t wait to have you back to try our new seasonal menu."
Negative reviews require a professional and thoughtful approach. Acknowledge the issue, apologise sincerely, and offer a solution [17]. For more complex matters, take the conversation offline to resolve it privately. For instance, a St Margarets restaurant might respond:
"Hi James, we’re sorry to hear about the long wait you experienced last Friday. This isn’t up to our usual standards. Please contact us directly at 020 8892 XXXX so we can make things right."
Responding to negative reviews thoughtfully is crucial - 44.6% of customers are more likely to engage with businesses that respond to complaints [19]. Aim to reply to all reviews, whether positive or negative, to show you value feedback and foster trust within your community. Ideally, set up a system to monitor and respond to reviews within 24 hours.
Finally, consider weaving in relevant local keywords naturally when replying. For example, if you’re thanking someone for visiting your St Margarets shop, you might mention nearby landmarks or events. This subtly reinforces your connection to the local area while improving your visibility in search results.
Using Local Keywords and Tracking Your Results
After optimising your Google Business Profile and securing strong customer reviews, the next step is to focus on local keywords. These are location-specific phrases that help connect your business with nearby customers. Essentially, they align with what people in your area are searching for and ensure your business appears in relevant local search results [20].
Google prioritises businesses that feature accurate, location-based content, making this approach a powerful way to improve your search rankings [21]. For instance, when someone searches for "best coffee shop in St Margarets" or "plumber near Richmond Bridge", Google evaluates factors like relevance, proximity, and prominence to decide which businesses to showcase [21]. Just like keeping your profile updated and managing reviews, using local keywords effectively is crucial for attracting nearby customers.
Adding Local Keywords to Your Content
Including your location in your keywords is the cornerstone of local SEO [20]. For businesses in St Margarets, this means reflecting how locals search for services, such as:
"[business type/product/service] in St Margarets"
"[business type/product/service] St Margarets"
"St Margarets [business type/product/service]"
"Best [business type/product/service] in St Margarets" [20].
For example, a dental clinic might focus on phrases like "dentist St Margarets", "dental care in St Margarets", or "St Margarets family dentist." You can also target more specific terms, such as "teeth whitening St Margarets", "emergency dentist near Richmond", or "NHS dentist St Margarets."
Adding keyword modifiers can further refine your strategy. These might highlight quality (e.g., "affordable"), urgency (e.g., "emergency"), or special features (e.g., "same-day service"). A restaurant in St Margarets might use keywords like "romantic dinner St Margarets" or "Sunday roast St Margarets."
Don’t forget to include surrounding areas in your strategy. If your business serves customers from Richmond, Twickenham, or Isleworth, incorporate these locations into your keywords. For instance, a cleaning service might use terms like "house cleaning St Margarets Richmond" or "domestic cleaner Twickenham area."
Tools like Google's Keyword Planner can help identify high-intent search terms, while Google Search Console can show which keywords already drive traffic to your site [20]. Once you've chosen your keywords, weave them naturally into your content - avoiding keyword stuffing - to make it both effective and reader-friendly.
Additionally, adapt your content to answer conversational queries like "Where’s the best Indian restaurant in St Margarets?" Structuring your content to address these questions can improve your visibility in local searches.
Measuring Your Performance with Google Insights
Tracking your local SEO efforts is essential for understanding what’s working and identifying areas for improvement. With around 80% of consumers searching online for local businesses multiple times a week [26], keeping an eye on your performance is crucial.
Start by reviewing your Google Business Profile Insights. This tool provides data on how customers find your listing, including search queries, views, and actions like website clicks, direction requests, and phone calls. The "Queries" section is particularly useful for identifying the exact terms people use to find your business, offering ideas for new keywords.
Google Search Console is another valuable resource. It shows which local search terms bring visitors to your website and includes data on impressions and average rankings [20]. Use this information to pinpoint keywords where small improvements could boost your visibility.
In Google Analytics, set measurable goals such as tracking calls, bookings, or form submissions to evaluate how your SEO efforts translate into real business outcomes [22][23][24]. Regularly check metrics like clicks, impressions, and average positions for local search queries in Google Search Console. If you notice a drop in rankings, investigate whether competitors have updated their content or if your own needs a refresh.
Yasmin Cotton, Digital Marketer & Founder of Elyrium, highlights that actions on your Google Business Profile and website conversions are among the most effective indicators of local SEO success [27].
Monitor interactions like direction requests, website visits, and phone calls from your profile to gauge genuine customer interest. It’s also worth keeping an eye on your competitors. Search for your target keywords and note which businesses consistently rank higher. Analyse their Google Business Profiles and websites to identify areas where you can improve [25].
Finally, remember to update your keywords regularly [28]. Changes in search behaviour, new services, or updates to search algorithms may require you to tweak your strategy. Local search trends can also shift with the seasons or events. For example, a pub in St Margarets might see a spike in searches for "Christmas bookings" in November or "outdoor dining St Margarets" during the summer. Stay tuned to local happenings and adjust your keywords to maintain visibility throughout the year [29].
Summary: Your Next Steps for Local SEO Success
To keep your local SEO efforts on track and deliver lasting results for your St Margarets business, here’s what you need to focus on next.
First, make sure your Google Business Profile is fully set up, verified, and regularly updated. This means adding high-quality photos, keeping all information accurate, and ensuring your profile is complete. Businesses that keep their profiles refreshed tend to perform better in local search rankings [30].
Encourage customer reviews and take the time to respond to them. Reviews build trust with potential customers and also signal to Google that your business is active and reliable. This simple step can make a substantial difference.
Incorporate local keywords into your content to connect with customers in St Margarets and nearby areas like Richmond and Twickenham. Tools like Google’s Keyword Planner and Search Console can help you identify the right terms to include naturally in your website and posts.
Consistency is key. Regularly monitor your reviews and keyword performance to ensure they align with your business goals. Google’s algorithm rewards active and well-maintained profiles, so plan to update your content, respond to reviews, and check metrics at least once a month [10].
Use Google’s free insights tools - such as Google Business Profile Insights, Google Analytics, and Google Search Console - to track your progress. Metrics like direction requests, website visits, and phone calls can give you a clear picture of how customers are interacting with your business.
Here’s a powerful statistic: 46% of Google searches have local intent [31]. That means nearly half of all searches could bring customers straight to your door. For example, a small bakery saw a 50% increase in foot traffic by focusing on Google Business Profile optimisation and managing reviews effectively [31]. This shows the tangible impact of these strategies.
Stay on top of new Google features and keep your posting schedule organised. Regularly review your Q&A content to ensure it’s up to date and helpful [30].
Local SEO success is all about building a solid foundation and nurturing it over time. Stick to the basics, stay consistent, and use data insights to refine your approach. With patience and steady effort, your St Margarets business can climb the local search rankings and attract more customers through Google Maps.
FAQs
How can I make my Google Business Profile more appealing to local customers in St Margarets?
How to Make Your Google Business Profile Stand Out in St Margarets
If you want your Google Business Profile to grab attention in St Margarets, the first step is to ensure all your information is accurate and current. This includes your business name, address, phone number, opening hours, and the categories that best describe your business. Don’t forget to verify your profile – it’s a simple way to boost both your visibility and credibility.
Engagement is key, so make sure you respond to customer reviews quickly and professionally. Positive or negative, a thoughtful reply shows you care about your customers. Another tip? Upload high-quality photos of your premises, products, or services. A visually appealing profile can make a big difference when people are deciding where to spend their time and money. Also, include detailed attributes like whether you're wheelchair accessible or pet-friendly – these small details can help you connect with local customers.
Lastly, keep your profile fresh by updating it regularly. Whether it’s holiday hours or new services, showing that you’re active and attentive can build trust with potential customers in your area. Regular updates signal that your business is engaged and ready to meet their needs.
How should I respond to negative reviews on my Google Business Profile?
Responding to Negative Reviews on Your Google Business Profile
Handling negative reviews on your Google Business Profile is a key step in maintaining a strong online reputation. The way you respond can make a big difference in how your business is perceived.
Start by replying promptly and professionally. This shows that you value feedback and take customer concerns seriously. Acknowledge the issue raised and express your commitment to resolving it.
Maintain a polite tone throughout your response. Avoid being defensive or making personal remarks, as this can escalate the situation. Instead, focus on offering a clear and constructive reply. If the situation requires further discussion, suggest taking the conversation offline - this allows you to address the issue more thoroughly without airing all the details publicly.
Approaching negative reviews this way not only helps resolve individual complaints but can also demonstrate to others that your business cares about its customers and is committed to improvement.
How can I measure the success of my local SEO efforts using Google tools?
To gauge how well your local SEO efforts are working, start with Google Business Profile insights. This tool offers data on how people discover your business, including the search terms they use, how often they view your profile, and actions they take, like calling your business or requesting directions.
Another must-have tool is Google Search Console. It lets you track key metrics like impressions, clicks, and your average click-through rate (CTR) for local search terms. This provides a clearer picture of how visible your business is in search results.
For a deeper dive, use Google Analytics to monitor website traffic from local searches. Pay attention to metrics like location-based traffic and user behaviour to see how effectively your local SEO efforts are engaging your audience. By using these tools together, you can fine-tune your strategy and strengthen your online presence in St Margarets.