The Problem With Generic Google Maps Advice
When a business isn't appearing on Google Maps, the instinct is to search for the usual tips and apply them. But according to Aaron Blaise, a GBP and local SEO consultant, that approach often misses the mark. The reason, he says, is that the standard playbook ignores what each business actually needs from its profile.
"The usual advice is too general, because every business needs its profile to do a different job," Blaise explains. "A service business wants calls, a local store wants people through the door, and a nonprofit wants visits and support. Running the same strategy for all of them doesn't work."
Instead, Blaise starts with the business's goals and builds the optimization around them. "That's why I start with the business's goals and build the optimization around them, so the profile is working toward what the owner actually needs." This goal-first approach ensures the profile isn't just optimized for visibility, but for the outcomes that matter to the owner.
What Top-Ranking Pages Leave Out
Even the advice that ranks well on search engines tends to overlook a critical element: differentiation. Blaise points out that the online world is crowded, and a profile that blends in gets lost.
"The top-ranking advice leaves out what makes each business unique," he says. "The online world is crowded, and a profile that looks like everyone else's gets lost. Sometimes you have to run against the trends to show what a business does best and why people should choose it over the competition."
His focus is on turning what sets a business apart into a profile that stands out. That means resisting the temptation to copy competitors and instead highlighting the specific strengths that make a business worth choosing.
The Cost of Deciding Too Soon
One of the most common mistakes Blaise sees is owners giving up too quickly. "Business owners can decide the optimization didn't work too quickly, often after less than a month," he notes. "Local search takes time. 'Rome wasn't built in a day,' and optimization can take several months of small adjustments and careful review building to move the needle."
He also warns against a hands-off approach. "'Set it and forget it' doesn't work, especially for owners going it alone," Blaise says. "Businesses benefit most when an expert makes incremental improvements, fights spam, and handles verification or suspension issues directly with Google."
For owners who are experts in their field but not in local search, the technical side can be a barrier. "Business owners are experts in their field, but most don't know how to dive into business profile optimization or wrangle Google," he explains. "That's where I come in: I manage it for them so they can focus on scaling their business and keeping it healthy."
Practical Takeaways for Business Owners
- Define what success looks like for your profile. A service business, a retail store, and a nonprofit all need different actions from their Google Maps listing. Start with your goal—calls, foot traffic, or visits—and optimize accordingly.
- Don't blend in. The top-ranking advice often produces generic profiles. Identify what makes your business unique and make sure that comes through clearly.
- Give it time. Local search optimization is a months-long process of small adjustments, not a quick fix. Expecting results in under a month is unrealistic.
- Stay involved or get help. A set-and-forget approach rarely works. Whether you manage it yourself or hire an expert, ongoing attention—including spam fighting and handling verification issues—is necessary.
For businesses struggling to gain traction on Google Maps, Blaise's advice is clear: avoid the generic playbook, focus on your specific goals, and be patient. As he puts it, "optimization can take several months of small adjustments and careful review building to move the needle." That patience, combined with a tailored strategy, is what ultimately helps a profile stand out.
To learn more about Aaron Blaise's approach to local SEO, visit Aaron Blaise Consulting. For additional context on Google Business Profile optimization, see Google's official guidelines and local search best practices.