A lot of local business owner thinks they need some fancy SEO strategy. They hire consultants. They buy tools. They read blogs about “semantic keywords” and “entity optimization.”
Meanwhile, their competitor down the street is getting all the calls because they figured out one simple thing: Google Business Profile messaging. That’s it. That’s the whole secret.
I watched a pizza shop triple their Friday night orders just by turning on messaging and responding faster than Domino’s. Not because their pizza was better (it wasn’t). Not because they had a prettier website (they didn’t). But because when someone messaged “do you have gluten free?” at 6 pm, they answered in 2 minutes, while everyone else made people call.
That’s the game now. And most of you are playing it wrong.
Google’s Local Algorithm Is Broken
Google’s local search is weird. It’s not like regular search where you need backlinks and perfect content and all that SEO voodoo.
Local search cares about three things:
Proximity – Where you are vs where they are
Relevance – Do you sell what they want
Prominence – Are you legit or sketchy
You can’t move your store closer to customers. But you can absolutely dominate the other two. Especially if you understand what Google’s really looking for…
They want proof you’re a real business that answers real customers. Not some fake listing or abandoned storefront. And nothing proves you’re real quite like responding to messages at 9 pm on a Tuesday.
Your Google Business Profile Is Your Only Marketing That Matters
I’m gonna say something that’ll piss off every web designer reading this: Your website doesn’t matter nearly as much as your Google Business Profile.
I know. Controversial. But look at your own behavior. When you search for “Thai food near me,” do you:
A) Click through to websites and read their About pages
B) Look at the map, check reviews, maybe send a quick message
Yeah. Thought so.
I spent last month looking at 50 local businesses. The ones killing it had profiles that looked alive. Fresh photos from last week. Responses to reviews from yesterday. Messages answered within minutes.
The dead ones? Haven’t posted since 2021. Reviews sitting unanswered for months. Messages turned off because “we don’t have time for that.”
Guess which ones show up first when you search.
The Message Feature Everyone Ignores
Here’s what kills me: Google literally gave you a way to steal customers from your competitors, and most of you turned it off.
The messaging feature on Google Business Profile is basically a bat signal for people ready to buy. They’re not browsing. They’re not researching. They’re standing there with their credit card out asking, “are you open?” or “Do you have this in stock?”
But here’s what most businesses do:
- Turn messaging off completely
- Turn it on, but never check it
- Take 3 days to respond with “Please call us.”
A landscaper I know started answering messages while sitting on his mower between jobs. Simple stuff like “Yes, we do patios” or “Can look at it tomorrow, what’s your address?” His close rate on messages is 73%. SEVENTY-THREE PERCENT.
Phone calls? Maybe 20% turn into jobs. But messages? People only message when they’re serious.
Why Your Competitors Look Better Than You
Last week I watched a garbage HVAC company dominate local search. Their work is trash. I know because they “fixed” my AC three times before I called someone competent.
But search “AC repair near me” and guess who shows up first?
Not because they’re good. Because they respond to every message in under 5 minutes. Even at 11 pm. Even on Sundays. They’ve trained Google that they’re the most responsive business in town.
Your excellent work doesn’t matter if nobody can find you. And Google rewards businesses that act like they want customers.
Setting Up Messaging Without Losing Your Mind
Look, I get it. You’re already juggling 47 things. Adding “respond to Google messages” feels like one more plate to spin.
But this isn’t complicated. You don’t need software or systems or any of that overcomplicated nonsense. You need a phone and the Google Business app.
First, turn the thing on:
Go to your Google Business Profile
Find messaging settings
Turn it on
Download the app
Turn on notifications
That’s it. No fancy setup. No integration with your CRM. Just… answer messages when they come in.
I know contractors who answer while eating lunch. Dentists who respond between patients. Restaurant owners who message back while prepping dinner.
You’re probably already wasting time on your phone anyway. Might as well make money doing it.
The Messages That Actually Come Through
After creeping on hundreds of business messages, they basically fall into five categories:
“Are you open?” – Even though your hours are right there. Just answer. Takes 5 seconds.
“Do you have/do you offer…” – They’re qualifying you. Say yes if you do, offer alternatives if you don’t.
“How much for…” – Give a range or starting price. Don’t make them call for basic pricing.
“Can you fit me in today/this week?” – The money message. These people are ready NOW.
Weird specific questions – “Can you remove a possum from my attic at 2 am?” These are gold. Answer fast.
A dentist client gets 40% of new patients through messages now. Not because he’s the best dentist. Because when someone messages “my crown fell out” at 7 pm, he responds with “Come in at 8 am tomorrow, we’ll fix it.”
Other dentists make them call the next day. Guess who gets the patient?
Your Competitors Are Already Doing This
Go message your top 3 competitors right now. I’ll wait.
Bet you money:
- One has messaging turned off
- One takes 3+ days to respond
- One sends a useless “thanks for contacting us” template
This is your opportunity. While they’re treating messages like email from 2003, you can be the business that responds like a human being.
A flooring guy I know messages his competitors monthly just to see their response times. Average? 4.2 days. His? Under an hour. Guess who’s booked solid.
Review Response Is the Gateway Drug to Messaging Success
If you can’t even respond to reviews, you’re not ready for messaging. Start there.
Every review, good or bad, gets a response within 24 hours. Not some template garbage. Real responses:
Good review: “Thanks, Maria! That chocolate cake recipe is my grandma’s. She’d be pumped you loved it.”
Bad review: “Shit, that’s not okay. DMing you now to make this right.”
Once you’re responding to every review like clockwork, messaging is just the same thing but faster.
Stop Making Customers Jump Through Hoops
Your phone system probably sounds like this:
“Press 1 for hours”
“Press 2 for directions”
“Press 3 to schedule”
“Press 4 to leave a message we’ll ignore”
Meanwhile, someone just messaged, “Can I bring my dog to my teeth cleaning?” and they want an answer. Not a phone tree. Not a contact form. An answer.
Every hoop you make customers jump through is a chance for them to call your competitor instead.
What Messaging Does to Your Local Rankings
Here’s the part that should get your attention: Response time is a ranking factor now.
Google tracks:
- Do you have messaging on?
- How fast do you respond?
- Do you ghost people mid-conversation?
- What percentage of messages get responses?
They don’t publish this. But test it yourself. The businesses crushing local search are the ones responding to messages like their rent depends on it.
Because it does.
Common Messaging Mistakes That Kill Your Ranking
The “Call Us” Bot – Auto-responding “Please call us at…” defeats the entire purpose. They messaged because they don’t want to call.
The Ghost – Starting a conversation, then disappearing. Google tracks this. Finish what you start.
The Novel – Nobody needs your life story. Answer the question. Move on.
The Scheduler – “Our customer service team will respond within 2 business days.” It’s a message, not a support ticket.
The Robot – “Thank you for your inquiry regarding our services.” Talk like a human or don’t bother.
Advanced Messaging Tactics That Feel Like Cheating
Once you’re responding to everything, here’s how to level up:
Proactive messaging – “Hey, saw you looked at our midnight possum removal. Still need help?” (Yes, you can see who views your profile)
Quick quotes – “Bathroom remodel? Usually $5-8k depending on fixtures. Want me to swing by tomorrow for exact pricing?”
Instant scheduling – “Can squeeze you in at 3 pm today or 9 am tomorrow. Which works?”
Photo responses – “Here’s what that color looks like on an actual house” [sends photo]
A roofer started sending drone photos of people’s roofs with basic assessments. Close rate? 89%. Because nobody else bothers.
The Psychology of Why Messaging Works
People message instead of calling because:
- They’re introverted
- They’re at work
- They’re comparison shopping
- They want a paper trail
- They hate phone calls
These aren’t tire kickers. They’re buyers who prefer text. And they’re probably younger, tech-savvy, and have money to spend.
Ignore them at your own risk.
Making This Work With Your Actual Life
You’re not a call center. You can’t respond 24/7. But you can be smart about it.
Morning routine: Check messages with coffee. Respond to overnight stuff.
Lunch break: Quick check. Answer the easy ones.
End of day: Clear out anything remaining.
After hours: Set expectations. “Hey! Saw your message. I’ll get you a quote first thing tomorrow.”
That last one is huge. Even acknowledging the message after hours beats radio silence.
The Competition Is Coming
Big companies are starting to figure this out. They’re hiring virtual assistants and building response teams.
But they’re also slow, corporate, and boring. Their messages sound like legal documents.
You can respond faster, sound human, and close deals while they’re still getting approval from corporate.
This advantage won’t last forever. Use it while you can.
The Businesses That Don’t Need This
Some of you don’t need messaging because you’re already booked solid through referrals. Good for you.
But for everyone else struggling to get noticed? This is your shot.
Especially if you’re:
- New in town
- In a crowded market
- Fighting against big chains
- Trying to grow beyond word-of-mouth
Messaging levels the playing field. Your competitor might have 500 reviews, but if they take 3 days to answer a simple question? You win.
Track What Works
You don’t need fancy analytics. Track:
- Messages per week
- Response time
- Close rate
That’s it. If messages go up and the close rate stays steady, you’re winning.
A barber tracks his on a napkin. Literally. But he knows Thursday messages about Friday appointments convert at 92%. So he keeps Thursdays clear to respond fast.
Messaging Scripts Are Nonsense
Don’t template your responses. People can smell that corporate stink a mile away.
But do notice patterns:
Price shoppers: Give ranges quickly
Emergency needs: Respond with urgency
Specific questions: Answer plus suggest the next step
Comparison shoppers: Highlight what makes you different
A plumber noticed 80% of weekend messages were about emergencies. Now his weekend message game is tight: “Water everywhere? On my way. Address? I’ll call from the truck.”
Your Next 24 Hours
Stop reading. Start doing:
- Turn on messaging if it’s off
- Download the Business Profile app
- Turn on notifications
- Message yourself to test it
- Respond to any old messages sitting there
- Set a reminder to check 3x daily
That’s it. You’re now ahead of 70% of your competition.
Tomorrow, you can worry about optimizing. Today, just start responding.
Because while you’re reading another blog post about SEO strategy, your competitor just answered “Yes, we’re open Sunday” and stole your customer.
The game is changing. The businesses that adapt fastest win. And right now, the fastest way to win is to be the one who responds when customers reach out.
Even if it’s about removing a possum at 2 am.