MEO is a strategy to ensure that Google business information displayed when searching on Google appears at the top. When searching by region and industry, such as “Shibuya izakaya,” the selected stores are displayed. This increases the likelihood of store information such as address, opening hours, and images being easily seen by users, increasing the potential for them to visit.

Up to three slots are displayed, and by displaying store images and information within them, a significant differentiation can be made from stores that are not displayed. Awareness and branding effects are high, and if you do it yourself, there are no costs. Even if you hire an agency, the costs are lower compared to SEO measures. Therefore, MEO should be utilized for advertising a store in a specific area.

SEO consultants will explain the reasons why MEO should be utilized and the data that can be measured.

What is MEO? 

MEO (Map Engine Optimization) is the optimization of the Google Maps search engine. For example, when searching for a dentist in Ginza, up to three stores that match the search results for “Ginza, dentist” are displayed.

The purpose of MEO is to be searched by combining the region and industry, such as “Ikebukuro sports gym,” and it is effective for local customer acquisition. In cases where the goal is to attract customers in a limited area such as clinics or supermarkets, MEO measures are effective. Thus, when operating a business in a limited area, MEO measures may be more effective than SEO measures.

MEO measures 

MEO measures not only improve the search ranking of stores registered on Google Maps but also affect Google search results, making them an important marketing strategy. When searching on Google for “Shinjuku izakaya,” stores that match the search criteria are displayed as follows

-Sakaba Tsumigidou Shinjuku 

-Recommended Family Shinjuku Honten, a restaurant with private rooms for all rooms, and seasonal vegetables 

-Mihachi Shinjuku Chuo Exit Store 

This screen is called local search results, and users can confirm images and store information on the search results page, making it more likely that they will be interested.

The main purpose of MEO measures is to display stores in these three slots. A significant benefit is that the time from implementing the measures to achieving top rankings is short. SEO measures often involve many tasks such as enriching content and installing internal links, and results may not be immediate. However, MEO measures can yield results relatively quickly, potentially leading to cost savings.

If there are no desired stores among the top three, clicking “Show more” will display them in order. Although the store name, address, business hours, and map are displayed similar to the top three stores, they are not displayed unless “Show more” is clicked, and the number of displayed stores is different, so the visibility differs for users.

However, there are various cases, such as when there are no desired stores among the top three or when users want to see and research as many stores as possible, so it is important to implement MEO measures to display them as high as possible.

By implementing MEO measures, results can be obtained for clear search queries such as “Shinjuku izakaya,” increasing awareness and making it easier to attract potential customers.

The Purpose of MEO

One of the main purposes of MEO is to enhance local customer acquisition. For instance, when users search for terms like a region’s name and a service, MEO strategies ensure that the search results correspond to those queries. Users who search by combining keywords and location are typically seeking services related to those keywords within a specific area. Implementing MEO strategies makes it easier to find high-quality potential customers.

Difference from SEO

Both MEO and SEO aim to appear at the top of search results. However, while SEO focuses on displaying websites prominently in web searches, MEO aims to include business profile data within the three slots. Additionally, the costs associated with outsourcing these strategies can vary significantly. Since MEO is generally simpler compared to SEO, it often allows for cost savings when outsourced.

Difference from Local SEO

MEO and local SEO both relate to businesses with a focus on specific geographic areas, but they differ in scope. While local SEO involves optimizing websites related to businesses in a specific area, MEO targets strategies aimed at achieving a high rank in Google Business Profiles (formerly Google My Business). In essence, local SEO encompasses a wide range of optimization strategies for businesses with strong local ties, while MEO specializes in optimizing information for map searches.

Google Business Profile

To implement MEO, registration with Google Business Profile is necessary. Registration is free, and the process is straightforward, making it possible to do it independently without relying on professionals. Therefore, MEO itself is a cost-effective strategy that can be implemented for free.

Key Points

An essential aspect of setting up a Google Business Profile is ensuring the presence of images that represent the establishment. For instance, for a restaurant, images of dishes are crucial. Additionally, images depicting the ambiance, exterior, and staff demeanor help users imagine the establishment more vividly, enhancing the overall profile.

Providing Accurate Information

Users often search for details such as the offerings, operating hours, and address of businesses. Hence, it’s crucial to provide accurate information. For instance, updating information in real-time is essential when suddenly changing business hours or offering sales. Failing to provide correct information can lead to decreased ratings from both users and Google.

Benefits of MEO

There are several benefits associated with MEO.

-It can stand out more than regular searches.

-It is easier to attract premium customers.

-It incurs no costs.

-There is limited competition.

It can stand out more than regular searches.

MEO not only ranks higher in Google Maps searches but also impacts searches filtered by location and industry.

For instance, when searching for “Shibuya hair salons,” excluding the advertisement section, the top three results typically appear in the MEO section. 

-hair salon nano

-HAIR SALON M Shibuya Branch

-HONEY Shibuya Hair Salon

The first-ranked result in regular search, “Search and Book Hair Salons in Shibuya (Hot Pepper Beauty),” appears below the three businesses in the MEO section. Moreover, the three MEO-listed businesses display their location, ratings, years in business, and hours of operation on Google Maps, making them more noticeable than Hot Pepper Beauty, the top regular search result.

Users searching for “Shibuya Hair Salon” are likely looking for a precise location. This is where Google Maps becomes prominent and clear.

In regular searches, Hot Pepper Beauty, Rakuten Beauty, and OZmall typically rank high. These websites introduce multiple salons that meet specific criteria. However, users need to research each salon again on these sites.

Users searching for “Shibuya Hair Salon” might not necessarily be looking for articles that list multiple salons like Hot Pepper Beauty does. Therefore, for users searching by location and industry, MEO can be more effective than general SEO for driving visits and having a higher advertising impact.

High-Quality Customer Acquisition

MEO searches often incorporate user intents, making it easier to convert searches into visits or bookings, attracting high-quality customers.

Cost-Effectiveness

SEO measures typically require various efforts, such as content creation and internal strategies, to rank higher in search results, often incurring significant costs. MEO measures, on the other hand, involve using Google Business Profile, which is free to register. Since the information you can register is limited, you can handle it yourself without incurring costs. You can manage MEO measures on your own or hire an agency to manage your Google Business Profile, but it is generally cheaper compared to SEO agencies, offering better cost performance.

Reduced Competition

Due to the limited geographical and industrial scope of MEO strategies, competition is comparatively lower than with other web advertising strategies like SEO. Additionally, since MEO strategies are less recognized than SEO tactics, there’s an advantage in that fewer businesses are actively pursuing them.

Methods of MEO Strategy

Here are some methods for MEO strategy.

-Business Profile Registration

-Addition of Images and Videos

-Increasing Reviews

-Ensuring NAP Consistency

Business Profile Registration

Stores ranking on Google Maps searches are those registered on Google Business Profile. Input essential details like business type, address, operating hours, services or menu, and website URL into your profile. Detailed and accurate information is vital for receiving high ratings. Furthermore, the information provided should be relevant to keywords and search topics.

Addition of Images and Videos

Posting images and videos showcasing the store’s ambiance, products, services, staff, and any relevant videos aids users in visualizing the store. Providing clear images and videos enhances search ratings. Also, it’s crucial to ensure that the information provided to users is accurate.

Increasing Reviews

Positive reviews from users contribute to a store’s high rating, influencing search results. Moreover, user reviews can often be the deciding factor for potential customers. Encouraging users to leave reviews related to keywords can significantly boost search ratings. It’s recommended to respond to user reviews, as this can capture the attention of other users browsing the store’s information. While responding to reviews may not directly impact search ratings, it can potentially lead to increased customer traffic.

NAP Consistency

NAP stands for Name, Address, and Phone number. It’s crucial to ensure that the information provided in these basic details matches across your company information and Google Business Profile (formerly Google My Business). Any changes require immediate updates.

Mistakes to Avoid in MEO Strategies

The following MEO strategies should be avoided.

-Including region or industry 

-Using excessive expressions 

-Violating Google’s guidelines

Including region or industry

It’s not advisable to include region or industry in the store name listed on the Google Business Profile. Adding multiple keywords to make it more searchable can result in lengthy descriptions that make the store name less visible. This situation doesn’t serve the user’s search intent, making it harder for them to find the necessary information.

For example, it’s acceptable to list a store name like ‘Yamada Cake Shop’ as it is. However, incorporating keywords like ‘A cake shop in Shinjuku that was featured on XX TV and always has long queues’ is not recommended. Even MEO service providers sometimes engage in such spammy practices, so caution is advised when seeking their services.

Ultimately, users may stop searching on Google if businesses stuff their profiles with numerous keywords. Google excludes profiles with excessive keywords as they prioritize usability over simply appearing high in search results.

Using excessive expressions

Advertisements with exaggerated claims like ‘Special discounts’ or ‘Best in the industry’ are considered rule violations on Google Business Profile. Even expressions like ‘The lowest price in the area’ or ‘Exclusive perks’ that are acceptable on regular web pages can be problematic.

Violating Google’s guidelines

It’s essential to be cautious about violating guidelines related to discrimination, terrorism, harassment, or using business names other than the official ones specified by Google. Violating Google’s Business Name guidelines can lead to disapproval.

Considerations for MEO

Here are some considerations for MEO.

-Some businesses find it challenging to gather reviews. 

-Not suitable for businesses without specific target regions. 

-Google Maps doesn’t appear in search results. 

-Incomplete Google Business Profile registration.

Some businesses find it challenging to gather reviews

Some businesses struggle to gather reviews, especially in industries like consulting, where there tend to be fewer reviews relative to the size of the company.

Not suitable for businesses without specific target regions

MEO isn’t suitable for businesses without specific target regions. Therefore, businesses without a specific target region, such as e-commerce sites targeting users nationwide, may not benefit from MEO.

Google Maps doesn’t appear in search results

When searching, Google Maps is typically displayed. For example, when searching for ‘Swimming Schools Minato Ward’, three schools are displayed.

• Spa Shirokane Swimming School
• Individual Swimming Lessons (Tokyo Swimmy SS)
• The Premier Club

The map of Minato Ward is displayed, along with the addresses, phone numbers, and opening hours of each school, making users want to click.

MEO is effective when the top three chosen stores are displayed in Google search results, meeting the specified criteria. However, there are cases where Google Maps may not be displayed as usual.

For instance, the search results may be monopolized by one store, particularly in certain regions and industries where one store significantly outperforms others and receives high ratings from Google.

Insufficient Google Business Profile Registration

MEO requires registration on Google Business Profile. Therefore, if the owner registration is incomplete or the status is not set to public, it won’t be displayed. Additionally, if the registered information is inaccurate, it won’t match and won’t be displayed, so caution is necessary.

Measurable Data with MEO

Measurable data with MEO includes

• Search methods and phrases
• Behavioral history
• Area
• Origin history
• Viewing results of photos

Search Methods and Phrases

When Google Business Profile (formerly Google My Business) is displayed in search results, you can confirm the keywords and search methods used. There are three types of search methods:

-Direct Search

-Search by Brand Name

-Indirect Search

Direct Search: 

Direct search refers to when users search for a store by its name or address and find the relevant store. Generally, users already know about the store and are looking for more detailed information. Therefore, the number of clicks tends to increase naturally. For example, users might know the store’s name but want to find its address or search to find the phone number to make a reservation.

Brand Name Searches

This refers to when users find information by searching with the brand name, such as searching for ‘UNIQLO’ to find ‘Heattech’. It often happens when users forget the formal store name or when the brand name is more recognizable than the store name. Even if users don’t know the store name, they are likely familiar with the brand, so this search method also increases clicks.

Indirect Searches

Unlike direct searches or brand name searches, indirect searches are common when users search by purpose and industry, such as ‘Shinjuku Beauty Salon’. Since users mostly don’t know the store, strategies to increase clicks should be focused on these indirect searches. MEO aims to display the store in these indirect searches.

Behavioral History

After finding the Google Business Profile (formerly Google My Business), users’ actions, such as making phone calls or checking images, are recorded. This behavioral history is crucial data as it helps in planning future strategies based on users’ actions.

Area

This refers to identifying where users searched from to find the store, allowing analysis of where users are coming from to visit the store.

Origin History

Origin history tracks the dates and frequency of contacts, such as phone calls or emails, to the store. By checking which days and times contacts are more frequent, adjustments can be made to ensure quick responses.

Photo Viewing Results

In the images posted on the Google Business Profile (formerly Google My Business), you can check the number of views. Therefore, it’s necessary to periodically check and adjust by moving the most viewed photos to a prominent position or swapping out images that aren’t being viewed.

Metrics Measured in MEO

MEO measures the following metrics:

-Distance from the search location 

-Brand or store awareness 

Distance from the search location

The distance from where users search to the location of the company or store is crucial. For users who want immediate action, there are cases where they’re looking for the nearest store.

Brand or store awareness

The general public’s awareness of a company or store is an evaluative factor. While official guidelines mention visibility, evaluations are based on whether business information is listed online and whether it’s frequently featured on social media or portal sites.

Summary

MEO, or Local Search Engine Optimization (Local SEO), is a web strategy aimed at ranking specific stores higher in local search results. Utilizing the free Google Business Profile, you can implement strategies to achieve higher rankings, making it feasible even without cost. Even if outsourcing for management and higher rankings, there are cost-saving benefits compared to traditional SEO strategies. When searching for businesses like ‘Ebisu Izakaya’, appearing within the top three listings shows Google Maps and store information, making it more visible to users and easier to convert.

Author Profile

Mr. Takeshi Amano, CEO of Admano Co., Ltd.

Mr. Takeshi Amano is a graduate of the Faculty of Law at Nihon University. With 12 years of experience working in the advertising agency industry, he discovered SEO and began his research during the early days of SEO. He self-taught and conducted experiments and verifications on over 100 websites. Using this expertise, he founded Admano Co., Ltd., which is currently in its 11th year of operation. Mr. Amano handles sales, SEO consulting, web analytics (holding the Google Analytics Individual Qualification certification), coding, and website development. The company has successfully managed SEO strategies for over 2000 websites to date.

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