Years ago, I searched for the perfect lash salon in my city—yet Google insisted the best options were located two neighborhoods away. Fast forward: my friend Anna launches her own eyelash brand, but despite her skills, nobody in town knows she exists online. What was missing? A Google My Business listing. This guide is for every Anna out there who feels invisible on Google, blending hard-earned lessons (some hilarious, some painful) with easy-to-follow steps.
Invisible No More: Why Local Search Matters for Every Business
Are You Hiding in Plain Sight?
Ever wonder why some businesses seem to pop up everywhere, while others—maybe yours—feel invisible? It’s not magic. It’s local search. Most people looking for services start their search nearby. Think about it: when you need a haircut, a plumber, or the best eyelash company, you type “near me,” right?
The Power of the “Three Pack”
You’ve seen it. That box in the middle of Google’s results? That’s the local search pack. It’s prime real estate. The top three listings, also called the “three pack,” grab almost all the attention. In fact, as one expert put it:
The idea is try to get your business here in the top three what they call the three pack.
If you’re not in that box, you’re basically invisible. Doesn’t matter how amazing your service is—no one will find you.
Why Most Businesses Stay Invisible
- Most searches for services happen locally. People want convenience. They want fast answers, close by.
- 90% of users never look past page one or two on Google. That’s right. Out of sight, out of mind. Even if Google shows more than 10 pages of results, almost no one clicks past the first two.
- Local search listings (the “three pack”) get the lion’s share of attention. If you’re not there, you’re missing out on the bulk of potential customers.
- Being unlisted on Google means no one can find you, no matter how great your services are. It’s harsh, but true.
Competition Is Fierce—Especially in Hot Niches
Take eyelash companies, for example. There are 284 million search results for “eyelash” every month. That’s a sea of competitors. Getting into the top results isn’t luck—it’s strategy. And if you’re not listed locally? You might as well not exist.
So, next time you wonder why your phone isn’t ringing or your inbox is quiet, ask yourself: Are you showing up where it matters? Or are you invisible on Google?
The Relatable Chaos of Setting Up Google My Business (Warts and All)
1. Picking Your Category: The Hogwarts House Dilemma
Let’s be honest—choosing your business category on Google My Business feels a bit like sorting yourself into a Hogwarts house. Stressful but important. Are you a “beauty product supplier”? Or maybe something else? The label you pick shapes who finds you, so don’t rush it. You might start with one category and realize later, oops, there’s a better fit. Good news: you can always update it. No magic hat required, just a little trial and error.
2. The Address Conundrum: Sharing Feels Weird
Here’s where things get oddly personal. Google wants your real address for verification. Even if you’re running your business from your kitchen table in Jacksonville, FL, you’ll need to enter that info. It’s not for the world to see—just for Google’s eyes (and their mailroom).
They’re going to give you a postcard with a verification code on it and they’re going to send it to the address.
A postcard, in 2024? Yes. It’s a little retro, but it’s how Google checks you’re legit. No skipping this step, sorry.
3. No Storefront? No Problem
Not everyone has a fancy office or a shop with a neon sign. Maybe you’re online-only. That’s totally fine. Google lets you skip the physical location and just target the area you serve. For example, you can say you serve Jacksonville, FL, and leave it at that. No need to invite strangers to your living room.
4. Oops, Did I Miss Something?
Here’s a secret: everyone forgets a detail the first time. Maybe you skip the phone number, or your website URL isn’t ready. Don’t sweat it. Google My Business is forgiving. You can update your info anytime. It’s almost expected that you’ll go back and tweak things.
- Choose your category carefully, but don’t panic if you need to change it later.
- Verification means entering your address and waiting for that postcard.
- Online-only? You can still get listed—just pick your service area.
- Missed a detail? Updates are easy and always possible.
Setting up your Google business profile isn’t always smooth. It’s a little clumsy, sometimes awkward, but totally doable. Mistakes? Welcome. You’re in good company.
An Unconventional Guide to Categories, Hours, and Descriptions (Don’t Phone It In)
1. Categories: Don’t Just Click the First Option
You know that feeling when you’re filling out a form and just want to get it over with? Don’t do that here. Categories are more than a checkbox. They’re how Google decides who sees your business.
- Resist the urge to select the first category—get specific for real results.
- Are you a bakery? Or a gluten-free bakery? Or a vegan donut shop? The more precise, the better.
It’s tempting to pick “Retail” and move on. But if you’re a “Vintage Comic Book Store,” say so. Google loves details. Your future customers do, too.
2. Hours: Set Them Like a Real Business (Even If It’s Just You and Your Cat)
Let’s be honest. Sometimes your “office” is your kitchen table at midnight. Still, you need to set real hours. Why? Because people (and Google) want to know when you’re open.
- Set your hours like a real business—even if it’s just you and your cat working late nights.
- Be honest. If you’re open Monday to Friday, say so. If you’re 24/7, own it.
I would always use Monday through Friday have the weekends off... if you’re 24 hours you put 24 hours on there.
It’s not just about being open. It’s about being consistent. Google cares about that. So do your customers.
3. Descriptions: Your Tiny Business Bio
Don’t treat the description like a throwaway. This is your chance to introduce yourself.
- Descriptions aren’t just filler—think of them as your tiny business bio.
- Share what makes you different. Local flavor? Special services? Mention it.
A few sentences can make you seem real, not robotic. That’s the goal.
4. Photos: Show Off, Even If You’re Shy
First impressions matter. A lot.
- Add photos of your products or space even if you’re shy about it.
- People trust what they can see. Even a simple phone pic is better than nothing.
Remember, these little details—categories, hours, descriptions, photos—are what separate a real business from a ghost listing. Don’t phone it in.
The Secret Sauce: Keywords, Indexing, and Analytics for Rankings
Why Keywords Matter More Than You Think
Ever wonder why some websites just pop up on Google, while others seem invisible? It’s not magic. It’s keywords. When you connect the right keywords to your website, you’re basically telling Google, “Hey, I’m here—match me with people searching for this!” Think of keywords as the matchmaking service between your business and your next customer.
But here’s the thing: just tossing keywords onto your site isn’t enough. You have to be strategic. Use words your audience actually types into Google. Not sure what those are? Try searching for your own business. If you can’t find it, your customers can’t either.
Indexing: The Google Party Invite
So, you’ve got keywords. Now what? You need to index your website via Google Search Console. Imagine Google’s bots as party guests. If you don’t send them an invite (by indexing), they won’t show up. Your site could be stuck on page 100—or worse, not listed at all.
- Sign up for Google Search Console.
- Add your website and verify ownership.
- Submit your sitemap. That’s your official invite.
It’s a small step, but it makes a huge difference. Suddenly, Google knows you exist.
Analytics: Your Website’s Fitness Tracker
Now, let’s talk about Google Analytics. This tool tracks who visits your site, what device they use—phone, tablet, desktop, you name it. Why does this matter? Because you need to know what’s working and what’s not. If nobody’s visiting from mobile, maybe your site isn’t mobile-friendly. If traffic spikes after a blog post, do more of that.
- Install Google Analytics (it’s free).
- Check your dashboard regularly.
- Adjust your strategy based on real data.
Analytics is like a fitness tracker for your website. Don’t ignore it.
Patience Pays Off
Moving up to page one? It takes time. Every tweak, every keyword, every analytic insight—it all adds up. Remember:
Until you start typing in keywords to find your website and driving traffic to your website, that’s when you start moving up the rankings.
Practical SEO isn’t just for big brands. These behind-the-scenes moves? They compound your visibility, quietly but powerfully.
Beyond Being Found: Reviews, Updates, and Outshining the Competition
Why Reviews Aren’t Just Nice—They’re Essential
Let’s be real: reviews matter. Every single one, good or bad, adds a layer of credibility to your business. Think of them as digital word-of-mouth. The more you collect, the more Google trusts you. And trust? That’s what nudges your business up the search results. It’s not magic, but it sure feels like it sometimes.
Ever notice how you check reviews before trying a new spot? You’re not alone. People trust peer recommendations way more than ads. So, don’t be shy—invite your customers to leave a review. Sometimes all it takes is a simple ask at checkout or a quick follow-up email.
Keep It Fresh: Updates Make a Difference
A Google My Business profile isn’t a “set it and forget it” thing. It’s more like a garden. If you don’t water it—meaning, update your info, hours, or photos—it starts to wilt. Regular updates signal to Google (and your customers) that you’re active and reliable.
- Update your hours—especially around holidays or special events.
- Swap out photos to show what’s new or what’s popular.
- Correct info fast if anything changes. Don’t let old phone numbers or addresses linger.
It’s a small effort, but it pays off. You don’t want someone showing up when you’re closed, right?
Climbing the Charts (But Not Like a Rockstar)
Here’s the thing: as your listing gets more attention—more clicks, more reviews, more updates—you literally climb the charts. Okay, maybe not like a rockstar, but you get the idea. More visibility means more chances for customers to find you.
You get moved up as more traffic comes to your website.
That’s not just a nice perk. It’s the quiet power move that helps small brands outshine bigger competitors. Your Google My Business profile isn’t just a placeholder. It’s a living asset that needs ongoing care.
Wild Card: If Google My Business Vanished Tomorrow – Now What?
Let’s flip the script for a second. Imagine you wake up tomorrow and Google My Business is gone. No more local search boxes. No more “three pack.” No more easy way for customers to stumble across your business when they type “eyelash companies near me.” Would your business still be found?
It’s a wild thought, right? But it’s not impossible. Google is huge, but it’s not invincible. Platforms change. Algorithms shift. Sometimes, they even disappear. If you’re putting all your eggs in the Google basket, you might be setting yourself up for a nasty surprise.
Why Diversify?
Think of your online presence like a spiderweb. The more strands you have, the stronger it is. If one breaks, the others hold. Relying only on Google is like spinning a web with just one thread.
So, how do you build a stronger web?
- Local Directories: Don’t underestimate them. Sites like Yelp, Yellow Pages, and even Facebook business pages still matter. They help people find you when Google isn’t the first stop.
- Instagram Location Tags: People search for places on Instagram more than you might think. Tag your location in posts and stories. It’s a simple way to show up in local searches—especially for younger crowds.
- Collaborate with Nearby Businesses: Team up for events, cross-promotions, or even simple shoutouts. Their audience becomes your audience. It’s old-school networking, just online.
Insurance Against Change
Having more than one online avenue isn’t just smart—it’s insurance. If Google changes the rules, or if it disappears, you’re not left in the dark. You’ve got other ways for people to find you.
It’s easy to get comfortable with what works now. But the digital world moves fast. The businesses that survive aren’t always the biggest or the flashiest. They’re the ones that adapt.
So, as you finish setting up your Google My Business listing, take a minute to look around. Where else can people discover you? What would you do if your main platform vanished? Start building those extra strands now. Your future self will thank you.
