According to Google, about 4,000 people have interacted with my store’s profile on that platform in the past six months. More than a thousand of them were looking for directions – which shows the importance of being accurately represented on Google (and Apple) maps.

The fact that your shop is shown on an online map doesn’t mean that the information that accompanies that pin is correct. You need to actively “claim” your business in order to provide and edit the data shown. This is actually a wonderful opportunity to make your store hours and other key information available for free – but it’s only of value to potential customers if it’s accurate.

Claiming your business profile on Google starts on this web page. Sign up here to take control of how your store appears on both Google search and maps. You’ll be asked whether your business is online or local, and to select a business category.  The next question is what contact details you want to show customers, including your website, phone number and whether you offer the option to chat via text message. Photos can be added once your profile is set up.

This Google profile is also the way that you’ll respond to Google reviews, which is an important part of managing your social image. According to LoyaltyLoop, “Each missed reply matters beyond the customer who left it. Responding to positive reviews is a solid business practice. Google notices when you’re active and engaged.” (Responding to negative ones is also important, although not much fun.)

Already have a Google profile? Great! Be sure to audit it periodically to update services and store hours (you can even post your holiday hours). Add recent photos to reflect your current merchandise. It’s also a good idea to check the Google maps street view of your business, although this can be a source of frustration. Our latest street view is from 2018, when Monroe Street was torn up for roadwork for 9 months. Google apparently doesn’t update these images on a fixed schedule, although I have submitted a request through the Report a Problem link.

Of course Google is not the only player in navigational maps. You will also want to claim your profile on Apple maps using this link, because this is where Siri pulls its results. Your profile will generate a free Apple Maps place card panel that will pop up when someone taps on your business in Apple Maps or Apple apps like Siri, Wallet, and Messages.  Accurate and complete listings in both Google and Apple maps are an essential – and free – way to make it easy for customer to find your shop.

Happy retailing, 

Carol “Orange” Schroeder

PS There will not be a Specialty Shop Retailing blog post next week