Why Your Shop is Invisible (And How to Fix It)
I was chatting with a boutique owner in Paddington last week. She has a beautiful shop, great stock, and she knows her stuff. But she was frustrated. "I see people walking past with bags from the big shopping centres," she told me. "I know I have better quality gear, but they don't even know I'm here."
I asked her to pull out her phone and search for what she sells. Her shop didn't show up until the third page of results. Meanwhile, a competitor three suburbs away was right at the top.
That isn't bad luck. It’s because her Google Business Profile—that little box that shows up on the map—was neglected.
If you run a physical shop in Brisbane, your Google Business Profile is your most important employee. It works 24/7, it doesn't take lunch breaks, and when done right, it literally puts your shop on the map. If it’s done wrong, or ignored, you are effectively invisible to anyone who doesn't already know your name.
Most of what you read online about this is rubbish, filled with technical talk about 'algorithms'. You don't need to care about that. You need to care about how to get more foot traffic without spending a fortune on ads.
The "Map Pack" is Where the Money Is
When someone in Chermside or Carindale searches for "gift shop near me" or "best florist Brisbane," Google shows a map with three businesses underneath it. We call this the 'Map Pack'.
If you aren't in those top three spots, you’re fighting for scraps. People are lazy. They click the first thing that looks decent, has good reviews, and shows they are open. Being in that top three is the difference between a quiet Tuesday and a shop full of paying customers.
Here is the honest truth: Google wants to show its users the best result. If your profile is empty, has old photos, or hasn't been updated since 2019, Google thinks you might be closed. So, it sends the customer to your competitor instead.
Step 1: Tell Google Exactly What You Do
I’ve seen dozens of Brisbane businesses get this wrong. They list their category as something generic. If you run a high-end clothing store, don't just put "Store." Put "Women's Clothing Boutique."
Google allows you to pick a primary category and several secondary ones. Be specific. If you’re a bike shop that also does repairs, make sure "Bicycle Repair Shop" is in there. This is how you beat online giants who can't offer that local, hands-on service.
Quick Win: Go into your profile settings right now. Check your categories. If they are vague, change them to exactly what people type into Google when they are looking for you.
Step 2: The "Real Life" Photo Test
Most shop owners use boring, staged photos or—even worse—no photos at all.
Think about the last time you looked for a cafe. You wanted to see what the food looked like and if the chairs looked comfortable, right? Your customers are doing the same. They want to see your storefront so they recognise it when they drive past. They want to see your best-selling products.
I worked with a gift shop in Bulimba that was struggling. We spent 20 minutes taking clear, bright photos of their new stock and their front window. Within a week, they had three people walk in holding their phones, pointing at a photo, and saying, "Do you have this in stock?"
Actionable Tip: Take five high-quality photos today. One of the front of the shop (from the street), two of your most popular products, and one of you or your staff smiling. People buy from people, not faceless businesses.
Step 3: Reviews are Your Social Currency
We’ve all seen that business with a 3.2-star rating. You wouldn't go there, and neither will your customers. But it’s not just about having five stars; it’s about having recent stars.
If your last review was from two years ago, it looks like you’ve gone downhill. You need a steady stream of fresh feedback.
Don't be shy. When a customer tells you they love what they bought, say: "That’s great to hear! Would you mind leaving us a quick review on Google? It really helps a small local shop like us."
Most people are happy to help if you ask. If you want to turn shop visitors into customers, they need to see that other locals trust you.
Step 4: Stop Ignoring the "Questions" Section
There is a section on your profile where people can ask questions. Most business owners don't even know it exists. I’ve seen questions like "Is there parking nearby?" or "Do you sell gluten-free options?" sitting unanswered for months.
When you leave those blank, you’re literally turning away a customer who has their wallet out.
The Pro Move: You can actually ask and answer your own questions. Post the top five things people always ask you. "Is there parking? Yes, we have three dedicated spots at the back." This saves you time on the phone and gives the customer the confidence to drive to your shop.
Step 5: Use "Updates" Like Social Media
Google has a feature called "Updates" (formerly Posts). Think of it like a Facebook post that only shows up when people are actually looking for your business.
Are you having a weekend sale? Post it. Did you just get a new shipment of Italian leather bags? Post it. This shows Google—and customers—that you are active and open for business.
It doesn't have to be fancy. A quick photo and two sentences are enough.
How Much Does This Cost?
Setting up and managing your Google Business Profile is free. Google doesn't charge you to appear on the map.
However, it does cost time. To do it right, you need about 30 minutes a week to reply to reviews, post an update, and check your info.
If you’re too busy running the shop to worry about this, you can hire an agency like ours to handle it. But honestly? If you’re just starting out, do it yourself first. Get the basics right. You’ll see more phone calls and more people walking through the door within a few weeks.
What’s a Waste of Money?
Don't pay those dodgy companies that call you claiming to be "from Google" and asking for $500 to "verify your listing." They are scammers. Google will never call you and ask for money to keep your listing active.
Also, don't buy fake reviews. Google is smart. If they catch you (and they usually do), they will delete your entire profile. Imagine waking up and your business has completely vanished from Google Maps. It’s not worth the risk.
What Should You Do First?
If you do nothing else today, do these three things: 1. Check your hours. There is nothing that makes a customer angrier than driving to a shop that says it’s "Open" on Google, only to find the doors locked. 2. Reply to your last three reviews. Even if they just said "Thanks," reply and say "We appreciate the support!" 3. Add one real photo of your shop.
Building a successful local business in Brisbane isn't about magic tricks. It’s about being easy to find and easy to buy from. Your Google Business Profile is the front door of your digital shop. Make sure it looks inviting.
If you want a hand getting your shop to show up ahead of the big guys, we’ve helped hundreds of local businesses do exactly that. You can reach out to us at Local Marketing Group. We’ll give you a straight-up assessment of what’s working and what’s costing you money.