Natural referencing is not limited to the national arena or the battle for the top positions on generic keywords. For a proximity-based business (artisan, shop owner, professional firm or regional SME), the real competition takes place within a radius of a few kilometres. In this hyperlocal logic, Google My Business and local SEO are inseparable. Indeed, it is the strategic showcase of an organisation and often the first point of contact between a business and its future customers.

When searching for a service or product, today’s user no longer types “artisan bakery” but “artisan bakery + city name.” And this is precisely where micro‑purchase decisions occur. In response, Google favours local business listings, complete with customer reviews, opening hours, directions or even photos. This visibility is not just aesthetic: it directly influences search behaviour and conversion.

So, to what extent are Google My Business and local SEO inseparable? How can they be aligned to serve a coherent digital strategy? And above all, what are the key factors to optimise in order to truly benefit from them?

In this article, we explore in depth the link between Google My Business and local SEO, with a concrete, structured and performance‑oriented approach.

Why Google My Business is essential in local SEO

Google My Business acts as a natural extension of your local SEO strategy. By displaying geolocated results in local packs (the 3 businesses that appear at the top of the Google Maps results), it responds to a proximity logic highly valued by users. A BrightLocal study reveals that 78% of local searches lead to an offline interaction, such as a store visit or a phone call within 24 hours.

This listing acts as a mini‑landing page. It centralises critical information (address, hours, phone number, website), but also reassurance elements (reviews, photos, answers to frequent questions). Its content is indexed by Google and can influence appearance in traditional search results.

More importantly: it allows calls to be generated without even passing through the website. It is therefore a direct lever of visibility but also of conversion.

Key elements to optimise on your listing

Having a well‑completed Google My Business listing today is far more than a simple formality: it is a sine qua non condition for anchoring your local SEO strategy sustainably in search engines. In a context where search behaviours have radically refocused on the hyperlocal (proximity searches, fast, mobile and high‑intent), ignoring this tool would be equivalent to disappearing from the local digital landscape. But to turn it into a true performance lever, it is not enough to fill in the default fields: each element must be considered a building block for your local presence, your brand image and your ability to capture user intent at the right moment.

Name and category: The name must be exact and must not contain unnecessary keywords. Choose a relevant main category (e.g. “Dentist”) and add secondary categories if needed.

• Description: It should be clear, informative and written with local SEO in mind. Integrate geo‑targeted keywords without keyword stuffing.
• Opening hours: Update them regularly, especially during holidays or special periods.
• Photos: Add high‑quality visuals. Businesses with photos receive 42% more requests for directions (source: Google). Posts:
• Use posts to announce news, promotions or events. This signals to Google that the listing is active.
• Questions/Answers: Anticipate frequent questions. Respond quickly to user queries.

A complete listing is also a strong signal of professionalism. And Google values regular activity on this channel in its evaluation of local SEO.

The role of customer reviews in local ranking

Reviews are one of the most powerful criteria in the local pack. Google values not only the quantity of reviews, but also their freshness, average rating and semantic content.

Encouraging satisfied customers to leave a review is not optional but necessary. A positive, well‑written comment with keywords (for example, “responsive plumber in Laval”) improves ranking.

It is also essential to respond to every review, whether positive or negative. This shows your involvement, humanises the relationship and can positively influence future customers.

However, be careful: buying reviews or engaging in manipulative practices is penalised by Google. Authenticity should always be prioritised.

Google My Business and its interaction with other local SEO levers

To increase visibility, it is not enough to optimise your Google My Business listing or your website in isolation. It is the synergy between the two that will create more impact. Your listing captures high‑intent geolocated queries, while the website serves as the semantic foundation and conversion space. Ignoring one or the other breaks an essential balance. An effective local SEO strategy must therefore consider these two pillars as two sides of the same dynamic, to anchor your presence sustainably in local results and transform this visibility into tangible outcomes.

• Locally optimised website:  Create specific pages by city or service. Integrate Schema.org markup for local SEO.
• Local backlinks: Obtain links from other local businesses, regional newspapers or credible directories.
• Geo‑targeted content: Produce blog articles, guides or videos linked to local events or issues.
• NAP consistency: The name, address and phone number must be strictly identical across all platforms (website, GMB, directories).

Google cross‑checks signals to validate information accuracy. Inconsistencies can harm visibility.

Measuring the performance of your Google My Business listing

For Google My Business and local SEO to progress together, measurement is essential. Data‑driven decision‑making is a key pillar here. It allows you to assess the real reach of your efforts, identify effective levers and correct performance gaps. Google provides a “Statistics” section directly integrated into the listing management interface. This area allows you to analyse:

• The number of views of the listing
• The number of clicks to the website
• Calls made directly from the listing
• Requests for directions

But to go further, these data can be cross‑referenced with Google Analytics or a CRM. For example, tracking the evolution of conversion rates from local traffic.

Tools like Google Looker Studio also allow dashboards to be created to visualise the overall impact of your local presence.

Common mistakes to avoid

Even with good intentions, it is common to make mistakes that weaken local SEO results. Sometimes these are technical oversights. Other times, strategic negligence. In all cases, the impact is real: loss of visibility, traffic decline or damage to brand image. Here are the most common pitfalls to avoid if you want your local presence to become a solid lever of digital performance:

• Not claiming your listing: without this, you cannot control anything.
• Neglecting reviews: an inactive listing sends a negative signal.
• Partially filling the listing: every empty field is a missed opportunity.
• Frequently changing NAP information: this harms SEO consistency.
• Using low‑quality photos: this directly reflects on your professionalism.

Taking Google My Business lightly means abandoning a high‑potential channel in your local SEO strategy.

Conclusion: Google My Business and local SEO, an alliance to professionalize

Google My Business is far more than a simple digital directory. It is a tool at the crossroads of visibility, conversion and trust. For any locally anchored business, it represents an opportunity to seize and to professionalise.

Mastering this lever activates a virtuous circle: more visibility, more interactions, more social proof, and thus better local SEO.

Not exploiting it means leaving space to competitors. On the contrary, using it well, optimising it and keeping it active makes it possible to structure a coherent, durable local presence aligned with your growth objectives.

Do you want to improve your local SEO strategy? Start with a complete audit of your Google My Business listing. Google My Business and local SEO have never been more closely linked than today: together, they can become your greatest allies. To improve your strategy, we are here to help.