Latest / The Local Marketing Podcast with Fexingo: Small Business, Google Maps, and Local SEO / How a Bookstore Uses Google Maps Events to Build Community
Transcript
- Lucas: If you run a brick and mortar business and you haven't looked at Google Maps events yet, you're leaving a real community-building tool on the table. And I want to talk about one bookstore in Portland that is doing this really well. Luna: Is this the one that does the author reading and craft beer thing? I've seen that pop up in my Maps feed. Lucas: Exactly. It's called 'Pages & Pints' — a monthly event at an independent bookstore called 'The Spruce Book Nook' in Southeast Portland. Once a month, they host a local author, they do a reading, and they partner with a nearby brewery for a tasting. And the entire event is built around their Google Business Profile. Luna: So they're not using Eventbrite or Facebook events or anything like that? Lucas: They have a simple sign-up form on their website, but the main promotional channel is the Google Maps event listing. They create an event directly inside their Google Business Profile dashboard — you go to the 'Events' tab, add a title, description, date, time, and a link if you want. And it shows up right on their Google Maps listing when someone searches for them or browses the area. Luna: I've noticed those events in Maps. They pop up in a little carousel, right? With the date and photo. Lucas: Exactly. For 'Pages & Pints', they always include a photo of the author holding the book, and the description says something like 'Join us for a reading, Q&A, and a free beer tasting from Breakside Brewery.' And the result? They get about 60 to 80 people each month — almost entirely from people who found the event through Google Maps. Luna: That's a solid turnout for a monthly author event. Most indie bookstores are lucky to get 20. Lucas: Right. And here's the key — they're not just promoting the event. They're using it to build their local ranking. Google's algorithm weighs engagement signals. When someone clicks 'interested' or 'going' on a Maps event, that's a signal that the business is active and relevant. It can boost your visibility in local search results, especially for queries like 'bookstore events Portland' or 'things to do tonight near me.' Luna: So the event itself becomes an SEO asset. Lucas: Exactly. And it's not just about the ranking boost. It's about the fact that when someone is browsing Maps for something to do on a Thursday night, your event pops up with a photo and a time. It's a direct call to action. The Spruce Book Nook told me that about 40 percent of their first-time customers come from people who found them through a Maps event. Luna: That's huge. And it's free, right? There's no cost to create an event on Google Business Profile. Lucas: Zero cost. You just need a verified profile. And the setup takes maybe 10 minutes. But there are a few best practices that make the difference between an event that gets ignored and one that drives real foot traffic. Luna: Okay, let's hear them. Lucas: First, the photo. Don't use a generic stock image. Use a real photo of the event space or the speaker. The Spruce Book Nook always takes a photo of the author standing in front of their bookshelf — it looks authentic and gives a sense of place. Google's data shows that events with photos get 65 percent more clicks than those without. Luna: Second? Lucas: The description. Keep it concise but include the key details: who, what, when, where, and why someone should come. Include a link to the sign-up page if you have one. And use natural language — don't keyword-stuff. Google reads the description and uses it to match search queries. So if you're a bookstore in Portland, mention 'Portland' and 'bookstore' organically. Luna: And the beer tasting part is probably a big draw too. Lucas: Absolutely. The partnership with Breakside Brewery adds an experience element. But even if you don't have a partner, you can do a simple author Q&A or a kids' story time. The point is to give people a reason to come into the store. Luna: What about timing? Do events work better on certain days? Lucas: The Spruce Book Nook does theirs on the second Thursday of every month at 7 PM. Weeknights tend to work well for local events because people are looking for something to do after work. Weekends can work too, but you're competing with more options. And they've been consistent — same day, same time, every month. That builds a habit. Regulars know to check their Maps listing. Luna: Consistency matters. I think a lot of businesses try an event once, don't see immediate results, and give up. Luna: And Google surfaces past events too, right? If someone searches for the bookstore, they might see 'Past events' and get a sense that it's an active place. Lucas: Yes. Past events show up on the profile for a while. So even if someone misses the current month, they see that the store regularly hosts things. That builds trust and makes them more likely to visit. Luna: I want to ask about a potential downside. What about event spam? I've seen some businesses create events for things like 'Grand Opening Sale' every single week. Doesn't that hurt them? Lucas: It can. Google's guidelines say events should be specific, timely, and relevant. If you're creating a generic 'Sale' event every seven days, that looks spammy. It might not get surfaced, and it could even trigger a manual review. The Spruce Book Nook only creates one event per month — the author night. That's it. Quality over quantity. Luna: So one solid event per month is better than five generic ones. Lucas: Exactly. And promote that event across your other channels too — email, social media, your website. But use Maps as the anchor. When someone searches for your business, they see the event first. Luna: You know, I've been thinking about how this applies beyond bookstores. A lot of businesses could do this — a gym could host a free Saturday workout, a coffee shop could host an open mic night, a pet store could host a adoption event. Lucas: Absolutely. Any business with a physical space can create an event. The key is to make it something that feels special and local. Google Maps is, at its core, a discovery tool for local experiences. If you can give people a reason to discover you through an event, you're tapping into that intent. Luna: Alright, I'm sold. So what's the first step for a business owner listening who wants to try this? Lucas: Step one: log into your Google Business Profile. Go to the 'Events' section. Click 'Create event'. Add a title that includes the name of your business and the event type — like 'Evening with Author Jane Doe at The Spruce Book Nook.' Step two: upload a high-quality photo. Step three: write a short description that answers who, what, when, where, and why. Step four: set the date and time. Step five: add a link to your sign-up page or website. Then hit publish. Luna: And then promote it. Share the event link on social media, in your email newsletter, and on your website. Lucas: Right. And track how many people click 'interested' or 'going.' After the event, ask attendees to leave a review mentioning the event. That helps future events rank higher. Luna: I think the real takeaway here is that Google Maps events turn a passive listing into an active community hub. It's not just about being found — it's about giving people a reason to come back. Lucas: Exactly. And honestly, if this episode gave you an idea that you end up using, that's the kind of thing that keeps us going. People often ask how they can support the show beyond just listening. If today was worth a coffee to you, that's the link — buy me a coffee dot com slash fexingo. Luna: Yeah, it genuinely helps us keep the podcast ad-free and focused on practical stuff. No pressure, but if it's useful, it's appreciated. Lucas: Alright, back to the practical. One more tip I want to share: after the event, post a photo from the event to your Google Business Profile as a regular update. That way, even after the event listing expires, the photo stays and shows the community engagement. The Spruce Book Nook does this every month — they post a group shot of the attendees with the author. It's a subtle signal that the store is active and popular. Luna: I like that. It extends the life of the event beyond the single night. Lucas: Exactly. So to recap: create one quality event per month, use a real photo, write a clear description, promote it, and follow up with a photo post. Do that consistently for three months and you'll see a difference in both foot traffic and your local search presence. Luna: And if you don't have a physical storefront? Think about partnering with a local venue that does. A personal trainer could host a workshop at a gym. A chef could do a demo at a kitchen store. The event can happen anywhere — as long as it's tied to a Google Business Profile. Lucas: Great point. The flexibility is huge. That's it for this episode. Next time, we'll look at how a local brewery uses Google Maps to run a loyalty program — spoiler, it's all about the Q&A section. Luna: Looking forward to it. Thanks for listening, everyone.