The Santa Barbara Web Design and Marketing Blog

If business owners ever feel frustrated seeing competitors consistently rank higher in the coveted Google 3-Pack—despite those competitors having fewer reviews or even less enthusiastic ones—it’s not just a matter of luck. The nuances of Google’s local search algorithm mean that activity and signals sent via your Google Business Profile (formerly Google My Business, GBP) can play a significantly larger role than people realize. As the SB Web Guy, based right here in Santa Barbara, California, I have spent the past three decades helping businesses carve out their space in the ever-evolving digital landscape. Today, I’m sharing lesser-known insights and actionable steps that will help you unlock higher visibility, more store visits, and, ultimately, more customers.

Why You’re Getting Beat in the Google 3-Pack

The Google 3-Pack is prime digital real estate: It’s those top three local business listings that appear at the top of Google Maps and local search results. Ranking in this pack is vital for foot traffic and calls from local customers. If you notice that businesses above yours aren’t obviously superior—maybe they have fewer, or even lower-rated, reviews—it’s time to look deeper.

It’s Not Just About Reviews (Though Reviews Matter)

Most people focus doggedly on accumulating glowing reviews, and while reviews are important for conversions and customer trust, they are only one of many factors Google considers. People are often surprised to discover that the frequency and type of activity on your Google Business Profile have a profound impact on whether you make the 3-Pack cut.

This isn’t unique to Google. Facebook, Yelp, Instagram, and practically every other digital platform reward engagement and activity. Businesses that feed the ecosystem with fresh content, interaction, and signals are most often placed in front of eyeballs.

How Google Measures Your Local Business Activity

Let’s demystify what “activity” means on your Google Business Profile:

1. Fresh Photos—From You and From Your Customers

Photos are more than visual candy. Regularly uploading new images—and encouraging your happy customers to do the same—tells Google your business is alive, active, and worth showcasing. Don’t let your profile stagnate with outdated exteriors or old menu pictures. Mix it up:

- Highlight recent events, promotions, or seasonal changes.

- Capture both the setting (inside and outside) and the human side—staff at work, happy customers (with their permission), new products, etc.

- Nudge satisfied clients to share their own photos. User-generated content, especially from different devices and accounts, sends authenticity and freshness signals Google loves.

2. Using Google Business Posts—Status Updates and Announcements

Google allows you to post status updates, news, events, special offers, and more on your Business Profile—just like you would on Facebook or Instagram. How many local businesses are actually taking advantage of this? Far fewer than you might think.

Every time you make a post, you’re essentially reminding Google that your business is paying attention, adding value, and engaging with customers. Regular posts also ensure your listing has up-to-date info—crucial if hours adjust for holidays or you want to promote a new service.

- Announce events or special deals.

- Share blog snippets and encourage people to visit your website.

- Post about recent customer success stories or testimonials.

3. Answering and Creating Frequently Asked Questions

Google Business Profiles allow you to answer public questions from inquiring customers—but, critically, you can also seed your own FAQ. Why is this powerful?

- You're providing Google with more structured data about your business.

- When people Google questions about your type of business (“Does this café serve vegan options?”), your answers can appear and even help your business show up in voice search results.

- The process of answering not only helps your customers but also provides fresh content and engagement metrics for Google’s algorithm.

4. Keeping Your Categories and Services Up to Date

Google gives you a chance to specify both your primary category and any secondary categories your business fits into, plus a list of services or products your business provides. This is absolutely vital for accurate, competitive positioning.

- Audit your chosen categories at least quarterly. Sometimes Google adds new categories or revises existing ones.

- Add all relevant services or product lines, using keywords customers actually search for.

- Don’t “stuff” with irrelevant categories—this confuses Google.

The Big Secret: Google Map Visits Are a Ranking Superpower

Here’s something few business owners realize: Google Maps isn’t just for searching. It’s a core tracking tool for Google, and physical visits are gold. When someone clicks “Get Directions” or “Navigate” on your Google listing and then follows through—physically traveling to your location—Google tracks that journey.

Think about this: If Google can see hundreds or thousands of users are looking up directions to your store and physically arriving, that is a stronger signal of a “popular, relevant” location than almost anything else.

- It’s not about formal check-ins. Customers don’t need to scan a QR code or proclaim their arrival.

- It’s about behavioral signals. Google matches map data—someone searching, getting directions, then actually moving (as measured by their phone’s GPS)—to your business’s address.

- It dramatically affects your rankings. Physical visits are one of the “secret weapons” top-performing brick-and-mortar businesses use to dominate local results.

How to Encourage More Map Visits

- Promote your Google Business Link: Add your Google Maps/location link to your website, emails, social posts, and digital ads with a “Get Directions” call-to-action.

- Ask customers to use Google Maps: At checkout or after appointments, encourage customers to use Google Maps for directions (perhaps via SMS, email, or web links).

- Run map-focused promos: Try special offers for customers who show they clicked for directions or who mention seeing your Google listing.

Be the Business Google Wants to Show

Ultimately, Google’s goal is to provide users with the best, most relevant, and most engaging local businesses. If you demonstrate—through regularly updated info, engaging posts, new photos, prompt replies to questions, and a surge of real-world visits—that you’re worthy of being featured, Google’s algorithm will respond.

A Practical Activity Plan

Ready to get started? Here’s a streamlined action plan:

1. Update Your Profile Weekly

- Add fresh photos (both your own and, with permission, from customers).

- Review info for accuracy—hours, contact details, special categories.

2. Post 1-3 Times a Week

- Rotate between promotions, customer highlights, product news, and local updates.

- Use calls-to-action to “get directions,” “visit today,” or “call now.”

3. Monitor and Respond

- Check for customer questions daily.

- Seed your FAQ with common inquiries you hear by phone or email.

- Reply promptly to all reviews—good or bad.

4. Promote Map Use

- Consistently share your Google Maps link on all channels.

- Consider signage or small flyers at your location.

5. Encourage Customer Content

- Ask happy customers to leave a review (after their visit, per Google’s guidelines) and upload a photo.

- Run a visual contest—best photo of the week/month wins a prize.

6. Audit Categories & Services

- Make sure your category accurately reflects your offerings.

- Add all appropriate services, checking Google’s suggestions for language.

Common Pitfalls and How to Avoid Them

- Neglecting New Features: As Google develops its platform, new features are rolled out. Failing to use them may result in a lower ranking than competitors who do.

- Inconsistent Posting: Sudden spikes in activity followed by inactivity signal inconsistency. Posts and photos should be routine, not one-time bursts.

- Ignoring Customer Engagement: Reviews and questions left unanswered can discourage potential customers.

- Not Measuring Results: Use Google Business Profile’s analytics (Insights) to track how customers are finding you, what actions they take, and where your listing appears.

Real-World Case Study: Santa Barbara Success Story

A local Santa Barbara bakery had plateaued in Google Maps—stuck below newer competitors. Despite more five-star reviews, their listing saw less traffic. We initiated a four-point plan:

- Uploading daily photos (new treats, behind-the-scenes, customer moments).

- Posting twice weekly—featuring specials, answering FAQs, including “Visit us today!” links.

- Updating their business categories to include both “Bakery” and “Coffee Shop.”

- Training staff to ask customers if they’d found them via Google and offering a small treat for mentioning the Google Business post.

Within two months, the bakery climbed into the Google 3-Pack—seeing a 20% increase in foot traffic, and (crucially) a noticeable rise in map-driven directions and in-person visits.

Staying Ahead of the Curve

The rules of the local SEO game can and will change. Google is constantly tweaking its algorithm to provide the best experience for users. For business owners, the key to long-term ranking and visibility is to stay engaged: treat your Google Business Profile not as a static listing but as a living part of your marketing strategy.

- Set recurring calendar reminders to update and audit your profile.

- Train your team to spot new ideas for photos or posts.

- Keep an eye on what competitors are doing, and do it better—or do it differently.

Conclusion: Activate Your Google Presence for Local Success

If you’re just focusing on reviews, you’re missing the bigger picture. Google wants businesses that engage customers, keep information fresh, answer questions, and—most of all—bring people through the door. By activating all facets of your Google Business Profile and understanding how map-based visits turbocharge your ranking, you’ll position your business for higher visibility, more traffic, and robust local success.

Need practical help setting up, optimizing, or maintaining your Google presence? As your Santa Barbara Web Guy, I’m here to help businesses throughout the Central Coast stay competitive—online and off. Implement these steps today, and watch your spot in the Google 3-Pack rise. See you next time!