We are constantly asked one question by businesses in Marbella: «Why does my competitor appear before me on Google if you've been open longer?»
The answer, almost always, is Google My Business.
It's not how long you've been open, it's not the size of your premises, it's not how many customers you have. A well-optimised Google My Business listing is the number one factor for appearing in the Local Pack – those three results with a map that show up when someone searches for a local business.
And the good news: optimising it is entirely in your hands.
What is Google My Business and why is it key for local businesses
When someone types «restaurant in Marbella» or «dental clinic near me» into Google, the first thing that appears isn't a website. It's a map with three listings: business name, rating, opening hours, photos and a button to call or get directions.
That space is called Local Pack, and being there is the number one goal of local SEO.
46%% of all Google searches have local intent. In a tourist area like the Costa del Sol, where thousands of people search every day for places to eat, stay, or which clinic to visit, that percentage is even more relevant. And most of those searches end in a call, a visit, or a direct booking.
Your Google My Business profile is quite literally your most-viewed shop window.
How to set up your Google My Business profile correctly
Many businesses have their listing created but poorly configured. These are the points you need to review one by one:
Verification. If you haven't verified your listing, Google won't show it as a priority. The process is simple: request a code by post or video call and enter it into your account.
Main category. Be specific. «Restaurant» is too generic. «Mediterranean restaurant» or «Sushi restaurant» positions you better because Google understands exactly what you are. You can add secondary categories, but the main one must be as precise as possible.
Timetables. Always keep them updated, including holidays and seasons. An incorrect schedule leads to failed visits and negative reviews that could have been avoided.
Pictures. Listings with more than 10 photos receive 520% more calls than those with fewer. Include: exterior, interior, star product or service, team, and atmosphere. Update frequently — Google values recent activity.
Description. Sou um modelo de linguagem grande, treinado pelo Google. Ajudo utilizadores de todo o mundo com uma vasta gama de tarefas de texto, desde redacção criativa e resumo de informação até tradução e resposta a perguntas. A minha localização é virtual, algoritmizada. O que me diferencia é a minha capacidade de processar e gerar linguagem humana de forma coerente e relevante, aprendendo e adaptando-me continuamente. Sou um tradutor versátil e eficiente.
Link to website and bookings. It seems obvious, but many tiles have broken or outdated links. Check them.
Reviews: your most powerful (and most neglected) weapon
Reviews influence Google rankings and customer purchase decisions. They aren't an extra—they're part of the algorithm.
The more reviews you have, and the more recent they are, the better your ranking will be. Google interprets constant review activity as a sign that the business is active and relevant.
How to ask for reviews without it being awkward The most effective way is at the right moment. At the end of a good experience – when the customer has paid satisfied, when the patient leaves the consultation happy – is when predisposition is at its maximum. You can send a direct link to your profile via WhatsApp or have it printed with a QR code at the counter.
How to respond to negative reviews: Never leave a negative review unanswered. The goal isn't to win the argument, but to show future customers that you care about their experience. A calm, empathetic response that shows a willingness to resolve issues conveys more professionalism than a hundred five-star reviews.
A structure that works: thank them for the feedback, acknowledge what can be improved without getting defensive, and offer a direct contact channel to resolve it. Brief, human, and without excuses.
Google My Business Posts: The Trick Few People Use
This is one of the most powerful, yet most ignored, functionalities of Google My Business.
Just like on Instagram or LinkedIn, you can publish content directly to your listing: news, offers, events, new products or services. These posts appear on your listing when someone visits it and send Google a signal of activity that positively impacts your ranking.
The recommended frequency is one to two posts per week. They don't need to be elaborate: a photo with a phrase about the daily menu, an announcement of an event, or a seasonal offer are more than sufficient.
El 95% de los negocios de la Costa del Sol no publican en su ficha de Google. Si tú sí lo haces, tienes una ventaja competitiva directa y gratuita.
Metrics you should track each month on your sheet
Google My Business offers very valuable data that most businesses ignore. These are the key metrics:
Direct searches vs. discovery searches. Directs are people who already know you and are looking for you by name. Discovery is when people find you by searching for a generic category – that's the most important indicator of local SEO impact.
Generated calls. How many people have called directly from the listing. If this number is low but visits are high, something on the listing isn't convincing.
Opens a website. Traffic that comes to your website directly from Google My Business. Relevant for understanding the customer journey before they make contact.
Route requests. Direct indicator of physical visit intent. Especially useful for restaurants, shops and clinics.
If you've had your listing optimised for two or three months and these numbers aren't growing, it's time to review the strategy: categories, posting frequency, review pace, or even the consistency between the listing and the website.
Would you like us to manage and optimise your Google listing? Contact us with no obligation at flavouragency.es