Running a business in Fort Collins, Colorado is both exciting and challenging. With so many businesses competing for customers’ attention, standing out in the local market requires strategic planning and effective digital marketing. Google Maps is one of the most powerful tools for local businesses to increase their visibility and attract new customers. In this comprehensive guide, we’ll walk through actionable steps to improve your business’s ranking on Google Maps, helping you connect with more local customers and grow your business in Fort Collins.
Understanding Google Maps and Local SEO
Before diving into specific strategies, it’s essential to understand how Google Maps ranks businesses. Google uses a complex algorithm that considers factors like relevance, distance, and prominence to determine which businesses appear first in local search results. For Fort Collins businesses, optimizing for these factors is crucial to gaining visibility in a competitive market.
The Three Pillars of Local Search Rankings
Relevance:
• How well your business profile matches what someone is searching for
• The completeness and accuracy of your business information
• The specificity of your business categories and services
Distance:
• How far your location is from the searcher or the area specified in the search
• The importance of accurate address information
• How your service area is defined (for service-based businesses)
Prominence:
• Your business’s reputation both online and offline
• The quantity and quality of reviews
• Citations across the web
• Your website’s authority and local content
“88% of consumers who conduct a local search on their smartphone visit a related store within a week.”
Think With Google
Creating and Optimizing Your Google Business Profile
Your Google Business Profile (formerly known as Google My Business) is the foundation of your presence on Google Maps. Creating and fully optimizing this profile is the first and most crucial step in improving your ranking.
Setting Up Your Google Business Profile
Claim and verify your listing:
• Visit business.google.com to claim your business
• Complete the verification process (usually via mail, phone, or email)
• Be patient – verification can take up to two weeks in some cases
Complete every section of your profile:
• Use your exact business name (no keywords stuffing)
• Enter your precise address with suite/unit numbers if applicable
• Ensure your phone number matches what’s on your website
• Add your website URL (use your homepage or a Fort Collins-specific landing page)
• Choose the most accurate primary category and add relevant secondary categories
• Set accurate business hours, including special hours for holidays
Add compelling visual content:
• Upload high-quality photos of your business exterior, interior, products, and team
• Add videos showcasing your services or customer testimonials
• Consider hiring a Google Street View Trusted Photographer for virtual tours
• Update photos regularly to keep your profile fresh
“Businesses with photos on their listings receive 42% more requests for driving directions on Google Maps and 35% more clicks through to their websites than businesses without photos.”
Building and Managing Your Online Reputation
Reviews play a critical role in local search rankings and consumer decision-making. For Fort Collins businesses, cultivating positive reviews and responding appropriately to all feedback can significantly boost your Google Maps ranking.
Generating and Managing Reviews
Encourage reviews from satisfied customers:
• Create a simple review link using your Google Business Profile short name
• Train staff to politely ask happy customers for reviews
• Follow up with customers via email with your review link
• Consider implementing a review generation system or software
Respond to all reviews – positive and negative:
• Thank customers who leave positive reviews
• Address negative reviews professionally and offer solutions
• Personalize responses rather than using templates
• Highlight Fort Collins-specific elements when appropriate (e.g., “We’re glad you enjoyed our mountain view patio”)
Monitor and address fake or inappropriate reviews:
• Flag reviews that violate Google’s policies
• Never engage in fake or paid reviews
• Focus on genuine customer experiences
“Nearly 90% of consumers read businesses’ responses to reviews, and 56% say a business’s responses to reviews make them more likely to visit.”
BrightLocal Consumer Review Survey
Leveraging Local Citations and Backlinks
Citations (mentions of your business name, address, and phone number) and local backlinks are powerful signals to Google that your business is established and trusted in Fort Collins.
Building a Strong Citation Profile
Ensure NAP consistency:
• Maintain consistent Name, Address, and Phone number across all platforms
• Use exactly the same format everywhere (e.g., “St.” vs. “Street”)
• Update all citations if your business information changes
List your business on key directories:
• General directories: Yelp, Yellow Pages, Better Business Bureau
• Local directories: Fort Collins Chamber of Commerce, NoCoNow, Visit Fort Collins
• Industry-specific directories relevant to your business
Create Fort Collins-specific backlinks:
• Partner with other local businesses for cross-promotion
• Get involved with local events and sponsorships
• Join and participate in Fort Collins business associations
• Contribute content to local news sites and blogs
Leveraging Local Content Marketing
Create location-specific content:
• Write blog posts about Fort Collins events or news related to your industry
• Create neighborhood guides relevant to your business
• Showcase local partnerships and community involvement
• Use local keywords naturally throughout your content
Optimize your website for local search:
• Include Fort Collins keywords in titles, headings, and content
• Create a dedicated “Areas Served” page highlighting Fort Collins
• Add an embedded Google Map on your contact page
• Ensure your website is mobile-friendly and loads quickly
“Local citations are a key ranking factor for local SEO. 85% of top-ranking businesses have consistent citations across major platforms.”
Moz Local Search Ranking Factors
Utilizing Google Business Profile Features
Google continuously adds new features to Google Business Profile. Fort Collins businesses that fully utilize these features gain advantages in both user engagement and search visibility.
Engaging with Advanced Features
Post regular updates:
• Share special offers and events relevant to Fort Collins customers
• Post product updates with photos and calls-to-action
• Create informative COVID-19 or seasonal updates
• Maintain a consistent posting schedule (at least weekly)
Utilize Q&A section:
• Add your own FAQs to control the narrative
• Monitor and respond quickly to customer questions
• Upvote helpful answers
• Add Fort Collins-specific information when relevant
Set up messaging and booking features:
• Enable the messaging feature to communicate directly with customers
• Configure appointment booking if applicable to your business
• Respond promptly to messages (within 24 hours)
• Consider using the Google My Business app for on-the-go management
Fort Collins-Specific Strategies
Highlight local relevance:
• Mention Fort Collins landmarks or neighborhoods near your business
• Include references to local events like Colorado Brewers’ Festival or Tour de Fat
• Showcase connections to CSU or other local institutions
• Emphasize locally sourced products or community partnerships
Target seasonal opportunities:
• Create posts around Fort Collins seasonal events and weather patterns
• Showcase how your business adapts to local seasons (patio dining in summer, etc.)
• Highlight your business’s accessibility during winter weather
“Businesses that post regularly on their Google Business Profile see 5-10% higher engagement rates on average than those who don’t.”
Sterling Sky Local SEO Study
Monitoring and Improving Performance
Consistently tracking your Google Maps performance and making data-driven adjustments is essential for long-term success in local search.
Tracking and Analytics
Monitor Google Business Profile insights:
• Track how customers find your listing (direct searches vs. discovery)
• Analyze which actions customers take (website clicks, calls, direction requests)
• Compare performance month-over-month and year-over-year
• Identify peak times for customer engagement
Use additional analytics tools:
• Set up Google Analytics to track traffic from Google Maps
• Use local rank tracking tools to monitor position for key Fort Collins keywords
• Implement call tracking to measure phone call conversions
• Consider tools like BrightLocal or Whitespark for comprehensive local SEO monitoring
Make data-driven improvements:
• Identify and fix drops in performance
• Test different types of posts and photos to see what drives engagement
• Adjust strategy based on seasonal trends in Fort Collins
• Regularly audit and update your business information
Improving your Fort Collins business’s ranking on Google Maps requires consistent effort and attention to detail. By optimizing your Google Business Profile, building a strong review strategy, maintaining accurate citations, creating local content, and utilizing advanced features, you can significantly improve your visibility to local customers. Remember that local SEO is an ongoing process, not a one-time task. Regularly monitor your performance and adapt your strategy based on results and changes in Google’s algorithms.
With dedication to these strategies, your Fort Collins business can climb the local search rankings and connect with more customers who are actively looking for the products and services you offer.
ABOUT TRIPSIXDESIGN
Tripsix Design is a creative agency based in Fort Collins, Colorado and Manchester, England. We specialize in branding, digital design, and product strategy – combining creativity with data-driven insight to deliver tailored, high-impact solutions. Small by design, agile by nature, we’re dedicated to producing thoughtful, high-quality work that drives results.
If you like what you’ve read here and would like to know more, or want to know how we can support your business growth, then connect with us here.
SOURCES
Think With Google – Local Search Statistics
BrightLocal Consumer Review Survey
Moz Local Search Ranking Factors
