Bottom of funnel
Capturing demand at the moment of decision.
The moment someone has already decided to consider a specific location and is checking hours, reading reviews, or tapping to call — managed location by location, not as one shared brand listing.
This page covers branded and local capture: a business's Google Business Profile, its reviews, its map pack position, and search traffic on queries that already include the brand or a location name. Non-brand organic acquisition — rankings and traffic from people who have not decided who to call yet — is a separate discipline, covered on the SEO page, with its own measurement standard and its own timeline. A searcher landing on a map pack listing has usually already narrowed the field to a short list; SEO's job is getting onto that list in the first place.
A call placed from a Google Business Profile, a direction request tapped, an hours check before someone walks in — every one of those actions happens entirely inside Google's own interface. None of it generates a page view, a session, or a form submission on the business's own site, so a report built purely from site analytics misses this volume as a structural gap in the measurement, regardless of how well any individual tag is configured.
This is also where branded and local demand gets decided. Someone checking a map pack listing has usually already narrowed the choice to a handful of nearby options; the work here is winning that specific moment, which is a different job from the non-brand SEO work that got the business considered in the first place.
How the work differs
- Profile management
- Categories, hours, services, and photos audited and kept current across every location's Business Profile.
- Review response
- Every review responded to within a fixed window, with a reply written for that specific review and location.
- Map pack tracking
- Position tracked per location against its branded and near-me query set, refreshed on a fixed schedule.
- Call and action tracking
- Business Profile calls and direction requests connected back to the location that generated them, using a dedicated tracking number where the platform supports one.
- Suspension and duplicate handling
- Duplicate listings merged and suspended profiles reinstated directly with Google, since a suspended profile disappears from the map pack until it is resolved.
- Brand consistency audit
- Shared brand elements kept identical across every location's profile while address, hours, and local specifics stay unique to that site.
How it is measured
A call placed from a Business Profile, a direction request tapped, or an hours check happens entirely inside Google's own interface and never touches a business's site analytics — which is why a report built only from site data measures a fraction of this channel, not the channel itself. What gets connected directly: calls through a dedicated tracking number, direction requests, and website clicks, all reported at the location level through Google's own profile insights. What stays estimated: whether a specific profile view eventually became a specific booked customer, resolved with the same identity-matching approach used across the attribution layer and flagged with the same confidence scoring.
What this channel cannot claim credit for: a booking from someone who had not yet decided to consider the business at all — that demand is earned through non-brand SEO, and crediting a branded-query conversion to local capture work would double-count against it.
What we need from you
Ownership-level access to every location's Business Profile, since claiming an unclaimed listing, editing verified details, and responding to reviews all require it directly rather than a corporate view with no location-level control. A response protocol for the review categories that need your team's input before anything posts — a serious complaint, a legal threat, a factual dispute you want to correct personally. And a fast point of contact for a profile suspension, since reinstatement timelines are already set by Google and any delay on your side adds directly to how long a location stays off the map pack.
Who this is for
Built for operators managing more than one location, where branded and local capture is currently handled the same generic way at every site rather than location by location — self-storage portfolios depend heavily on this, since a searcher choosing between two facilities five miles apart is often deciding based on which one has a current photo and a recently answered review — a factor no national ranking number captures. One of the bottom-of-funnel programs converting demand that already exists, it pairs closely with marketing operations, since a call a Business Profile generates is only as valuable as the routing and follow-up behind it, and with conversion rate optimization once that call or click reaches the business's own systems.
Finished profile audits show what this looks like once a location's presence is actually being managed rather than left on autopilot.
Both, in different ways. A complete, accurate, actively managed profile tends to hold or improve its map pack position, since Google's local ranking factors weigh completeness, review recency, and consistency directly. But the larger effect is on conversion once someone has already found the listing — a profile with current hours, real photos, and answered reviews converts a higher share of the people who see it than one with stale information, independent of where it ranks. We track both separately rather than crediting one with the other's movement.
Our team drafts and posts responses within a set window, written for that specific review and location rather than a shared template rotated across every site. Anything involving a serious complaint, a threat of legal action, or a topic your team would want to weigh in on directly gets flagged for your review before a response goes live. Routine reviews — most of what any location receives — get a response without waiting on that approval step, since a week-old unanswered review looks worse than a fast, competent one.
Immediately, and it is treated as an emergency rather than routine maintenance, since a suspended profile disappears from the map pack entirely until it is reinstated. We file the reinstatement request with the specific documentation Google asks for at that stage of the process, which is usually proof of the physical location and the right to represent the business at it. Reinstatement timelines are set by Google, not by us, and can run from days to several weeks depending on the reason for suspension.
Each location gets its own profile, its own reviews, and its own map pack position, even though the brand name, category, and core description stay consistent across all of them. The specifics that make a location findable — its address, its hours, its photos, its local phone number — are unique to that site and never copied wholesale from another location's listing, since a duplicated profile is one of the more common reasons Google suspends one.
Often, yes. Google pulls some profile information from third-party data aggregators and past edits by other users, which is how a permanently closed location or an old phone number can persist even after the business itself never touched it. We submit correction requests through Google's own process and, where a data aggregator is the source, through that aggregator directly. Some corrections apply within days; others take a full data refresh cycle to propagate everywhere the wrong information was pulled from.
See what your profiles are actually capturing.
An audit of every location's Business Profile, showing what's costing you visibility today and what's being missed in your current reporting.