Gustav The idea, in one sentence: for a local business, owning "near me" and the map is the quickest win there is, and it feeds both Google and the AI tools that lean on the same local data.
Why it matters
A large share of searches carry local intent: "near me", a town name, "open now". These searchers are close to buying, they are not browsing, they are choosing. And competition for a specific town is far thinner than for a whole country. A new business can realistically become the obvious local answer in weeks, long before it could rank nationally for anything.
The same local data also feeds the AI door. When someone asks an assistant for "a good X in Slagelse", it draws on the very profiles and signals that power Google's map. Getting your local house in order helps you at both doors at once.
What it looks like in practice
The business that owns its corner has a complete, claimed Google Business Profile, shows up in the map pack, has a handful of genuine local reviews, and mentions its area naturally on its website. The business that does not is the one with an unclaimed pin, no photos, a phone number that disagrees with its website, and a homepage that never says where it is.
How to do it
Claim and fully complete your Google Business Profile, category, hours, photos, services, the lot. Keep your name, address and phone number identical everywhere they appear (this consistency is what lets the map trust you). Earn a few real reviews from local customers. And say your location plainly on your site, ideally with a page per area you serve. None of this costs money. It costs an afternoon and some consistency.
The pitfall to avoid
Two traps. Skipping local because you "serve everyone", and so competing only in the crowded national arena where a newcomer is invisible. And letting your details drift, a different phone number on Facebook than on your site, an old address on a directory, which quietly tells the map you might not be a real, stable business. Lock the basics down and keep them identical.