In that moment, what do they see first on Google? Before all the regular website listings, they see a little box with a map and three businesses listed right below it.
That box, my friend, is the Google Map Pack. And getting your Melbourne business into one of those top three spots is like having your shopfront placed on the busiest digital street in the world. It’s a game-changer for attracting local customers.
You might be wondering, with all the changes online, "Does local SEO still work?" The answer is a massive, unequivocal YES! A huge percentage of all Google searches are for local products and services. People are looking for businesses near them right now. If you’re not on that map, you’re invisible to a huge number of potential customers who are ready to buy.
This guide will break down, in simple terms, exactly how you can get your business into that all-important box.
Your First and Most Important Step: The Google Business Profile
Before you worry about anything else, you need to focus on your Google Business Profile (or GBP, as you might see it called). Think of this as your free, digital shopfront on Google. It’s the single most important factor for getting into the Google Map Pack. If you only have time to do one thing for your online marketing, this is it.
Here’s your checklist to create a profile that Google loves.
1. Claim and Verify Your Profile
First things first, you need to prove to Google that you are the legitimate owner of your business. Go to google.com/business, find your business, and claim it. Google will usually send a postcard with a verification code to your physical business address. When it arrives, just enter the code online, and you’re in. This step is non-negotiable.
2. Fill Out Every Single Section
An incomplete profile looks lazy to both customers and Google. Go through every tab and fill in everything you possibly can. Don’t leave any empty spaces. This includes:
- Your Services: Don't just list your main category. Add all the specific services you offer. If you’re a mechanic in Richmond, don’t just say “mechanic.” Add “brake repairs,” “logbook servicing,” and “roadworthy certificates.” This helps you show up when people search for those specific things.
- Your Business Description: Write a clear, friendly description of what makes your business great.
- Attributes: Google gives you options to add details like "wheelchair accessible," "free Wi-Fi," or "woman-led." Add everything that applies.
3. Get Your Name, Address, and Phone Number (NAP) Perfect
This is crucial. Your business name, address, and phone number must be exactly the same everywhere online. That means if your address on your Google Profile is “123 Smith St,” it can’t be “123 Smith Street” on your website or “Unit 1, 123 Smith St” on your Facebook page.
Think of Google as a detective. If it finds conflicting information, it gets confused and starts to distrust your business. If it can’t trust you, it won’t show you in the top 3. Consistency is key.
4. Choose the Right Business Categories
When you set up your profile, you’ll choose a primary category. Be as specific as possible. Instead of “Restaurant,” choose “Italian Restaurant.” In addition to your primary category, you can add several secondary categories. Add every category that is relevant to what you do.
5. Add Plenty of Good Photos and Videos
People buy with their eyes. A profile with lots of high-quality photos gets way more clicks and engagement. You don’t need a professional photographer; your smartphone is fine. Aim for photos of:
- Your storefront (so people can recognise it)
- Your team at work (add a human touch)
- Your products or the results of your service
- Happy customers (with their permission, of course!)
6. Use Google Posts and Q&A
The “Posts” feature is like a free mini-advertisement right on your profile. Once a week, create a simple post about a special offer, a new product, or share a recent positive review. It shows Google that your profile is active and managed. Similarly, if people ask questions in the “Questions & Answers” section, make sure you answer them promptly.
Building Your Reputation Around Melbourne
Once your Google Profile is in top shape, the next step is to show Google that you are a trusted, well-regarded local business. This involves building signals of trust both on and off your website.
1. Get More Google Reviews (and Reply to Them!)
Reviews are a massive factor in Google Maps ranking factors in Melbourne. Google wants to show its users the best businesses, and a steady stream of positive reviews is the strongest signal that you are one of them.
Don’t be shy about asking for them. The best time to ask is right after you’ve provided a great service. Simply say: “We’d be so grateful if you could leave us a review on Google. It helps other people find us.” You can even create a small card with a QR code that links directly to your review page.
Crucially, you must reply to all reviews—both good and bad. Thanking someone for a positive review is polite. Responding professionally to a negative review shows everyone that you care about customer service and are committed to resolving issues.
2. Mention Local Suburbs on Your Website
Your website should reflect that you are a local Melbourne business. On your homepage or service area page, mention the specific suburbs you serve. Instead of saying “we serve Melbourne,” try something like, “We’re proud to be the trusted electricians for homes and businesses across Fitzroy, Collingwood, Carlton, and Brunswick.” This tells Google exactly where you operate.
3. Build Local Directory Listings (Citations)
A "citation" is simply a mention of your business's name, address, and phone number on another website. Think of them as online versions of the Yellow Pages, like TrueLocal, Yelp, or local chamber of commerce sites. Getting your business listed on these directories builds more proof for Google that you are a legitimate local business. And remember the golden rule: your NAP must be 100% consistent across every single listing.
The Technical Side (Kept Very Simple)
You don't need to be a tech wizard, but there are two technical things you should know about because they have a big impact on your local ranking.
1. Your Website MUST Be Mobile-Friendly
Think about it. Most people searching for local businesses are on their phones, standing on a street corner. If they click through to your website and it’s slow, hard to read, or the buttons are too small to press, they will leave immediately. It’s that simple. Google knows this, so it heavily favours websites that provide a great experience on mobile devices.
2. Schema Markup (The "Special Code")
This sounds complicated, but the concept is simple. A schema is a type of special code that your web developer can add to your website. It’s invisible to human visitors, but it acts like a set of labels for search engines. It clearly labels your address as "official business address," your phone number as "official business phone number," and so on. It removes all guesswork for Google, helping it understand your information with perfect accuracy.
What to Budget for Local SEO in Melbourne
You can do a lot of the basics yourself, but if you’re too busy running your business, you might consider hiring a local map pack SEO Melbourne expert. So, how much should you pay?
The cost can vary depending on how competitive your industry is (e.g., there are more cafes in Melbourne than there are clock repairers). However, for a small to medium-sized business in Melbourne, you can expect a local SEO service to cost anywhere from A$750 to A$2,500+ per month.
Think of this not as a cost, but as an investment. If that monthly fee brings in just a few new customers who would have otherwise gone to your competitor, it often pays for itself very quickly.
Your Next Step to Getting on the Map
Getting your Melbourne business to show up in the Google Map Pack isn't magic. It's a straightforward process that starts with giving Google exactly what it wants: a perfectly optimised profile and strong signals that you are a trusted and reputable local business.
Here’s a quick recap of your priorities:
- Master Your Google Business Profile. Fill it out completely and keep it active.
- Focus on Your Reputation. Actively seek out more Google reviews and reply to all of them.
- Ensure Your Website is Mobile-Friendly. This is non-negotiable.
Ready to get more local customers finding you? Start by going through the checklist in this guide and updating your Google Business Profile today. It’s the first and most powerful step you can take. And if you feel you need a helping hand, have a chat with a local SEO expert who can help you put a plan in place.