Last month, I was sitting with a café owner in Watchet who was nearly in tears. "Marcus," she said, "we make the best cream teas in West Somerset, but when people search for 'café near me' on their phones, we don't exist. They walk right past us to the chain coffee shop down the road."

She wasn't exaggerating. I pulled out my phone, searched "café near me" on Google Maps, and her lovely little tearoom was nowhere to be seen. The Costa Coffee 200 metres away? Top of the list.

This happens every day across Minehead, Dunster, Porlock, and the surrounding villages. Good, honest businesses are invisible on Google Maps whilst their competitors hoover up all the customers. After 40 years helping Somerset businesses get online, I've seen this problem get worse, not better.

46% of all Google searches

are looking for local information — that's nearly half of all searches!

The "Near Me" Revolution That Left Somerset Behind

Here's what changed: smartphones. Everyone's got one now, and when they need something, they don't ask a local anymore. They ask Google. "Plumber near me." "Restaurant near me." "B&B near me."

Google Maps has become the new Yellow Pages, except it's far more ruthless. If you're not in the top three results, you might as well not exist. I've watched businesses in Taunton lose half their walk-in trade because a competitor claimed their Google listing first.

The real kicker? Most business owners don't even know they have a Google listing. Google creates them automatically using whatever information it can scrape together. A few weeks ago, I found a butcher's shop in Bridgwater listed as "permanently closed" on Google Maps. They'd been open for business the whole time, wondering why footfall had dropped off a cliff.

Why Your Business Is Invisible (Even Though You're Right There)

There are four main reasons why Minehead businesses struggle on Google Maps, and I see them time and again:

1. Nobody's Claimed the Listing

Google My Business (now called Google Business Profile) is free. Completely free. Yet I'd estimate 60% of small businesses in Somerset haven't claimed theirs. It's like leaving your shop door locked whilst customers are trying to come in.

About six months ago, I helped a B&B owner in Porlock claim their listing. They'd been running for three years with an unclaimed profile showing the wrong phone number. Three years of missed bookings because Google was sending people to a disconnected line.

2. The NAP Problem

NAP stands for Name, Address, Phone number. Sounds simple, doesn't it? But if your business name is "The Old Ship Inn" on your website, "Old Ship Minehead" on Facebook, and "The Old Ship Public House" on Google, you've got a problem.

Google's computers get confused. They don't know if you're one business or three different ones. So they play it safe and show none of them prominently. I've seen pubs in Exmoor lose thousands in weekend trade because of inconsistent NAPs.

Quick check: Google your business name right now. If you see multiple listings with slightly different details, that's your problem right there.

3. No Reviews (Or Worse, Unanswered Bad Ones)

Here's an uncomfortable truth: a business with 10 reviews averaging 4 stars will beat a business with perfect service but no reviews. Every single time.

Last spring, I worked with a fish and chip shop in Minehead. Brilliant food, been there 20 years, but only had two Google reviews. Their competitor down the road? 47 reviews. Guess who showed up first when tourists searched "fish and chips near me"?

We fixed it by simply asking happy customers to leave reviews. Within two months, they had 30+ reviews and their Friday night takings had jumped 40%.

4. Wrong Categories and Missing Information

Google lets you choose categories for your business. Pick the wrong ones, and you're invisible for the searches that matter. I helped a holiday cottage in Dulverton last month that was categorised as "Real Estate Agency" instead of "Holiday Accommodation". No wonder they weren't getting bookings.

The Mobile-First Reality Check

Here's something that might shock you: 88% of "near me" searches happen on mobile phones. Not computers. Phones.

That means when someone's standing in Minehead town centre looking for lunch, they're not going to scroll through websites. They're looking at that little map with the red pins. If you're not one of those pins, you've lost them.

A couple of months back, I was helping a gift shop in Watchet optimise their listing. The owner said something that stuck with me: "I thought having a nice shop window was enough to attract customers." Not anymore, it isn't. Your Google Maps listing IS your shop window now.

78% of local mobile searches

result in an offline purchase — people search on their phones, then visit your shop

How to Fix It (Starting Today)

Right, enough doom and gloom. Here's what you need to do:

Step 1: Claim Your Google Business Profile

Go to business.google.com and search for your business. If it exists, claim it. If it doesn't, create it. This will take you 20 minutes, and it's the most important 20 minutes you'll spend this month.

You'll need to verify you own the business. Google usually sends a postcard with a code (takes about a week). Sometimes they'll phone you or email you instead.

Step 2: Fill in EVERYTHING

Don't just put in your name and address. Add:

The more information you provide, the more Google trusts you're a real, active business.

Step 3: Get Reviews (The Right Way)

Never buy reviews. I can't stress this enough. Google's getting cleverer at spotting fakes, and when they catch you, it's game over.

Instead, ask your happy customers. I tell all my clients to print out little cards with their Google review link on them. Hand them out with receipts. Put a sign by your till. Email your regulars. Most people are happy to help if you make it easy for them.

Pro tip: Respond to every review, good or bad. It shows you care, and Google notices active businesses.

Step 4: Keep It Fresh

Google loves businesses that stay active. Post updates weekly if you can — special offers, new products, events, anything. Think of it like a shop window display that needs changing regularly.

I helped a bakery in Williton earlier this year start posting photos of their daily specials. Simple stuff — "Fresh Chelsea buns today!" with a photo. Their profile views went up 300% in six weeks.

When to Get Help

Look, I'm not here to flog you services you don't need. If you're comfortable with computers and have time to spare, you can do this yourself. Google's made it reasonably straightforward.

But if you're already run off your feet trying to keep your business going, or if the thought of "NAP consistency" and "category optimisation" makes your head spin, that's when someone like me comes in handy.

I drive out to see you, we sit down with a cuppa, and I sort it all out while explaining what I'm doing. No jargon, no London agency nonsense, just practical help from someone who's been doing this since before Google existed.

Don't Wait Until It's Too Late

Every week you're not on Google Maps properly, you're losing customers. They're not choosing your competitors because they're better — they're choosing them because they can find them.

That café owner in Watchet? We sorted her Google listing, got some reviews coming in, and added mouth-watering photos of her cream teas. Two months later, she had to hire extra staff for the summer season.

Your business deserves to be found. Your customers are looking for you right now on their phones. Make sure they can find you.

If you need help, you know where to find me. Unlike Google Maps, I'm pretty easy to locate — just look for the chap who's been banging on about websites since 1985.

Sources

Want to Be Found by Local Customers?

I personally visit businesses across Somerset, Devon, and the South West to help them get found online. Google Maps, local search, the lot — explained in plain English over a cuppa.

Get Found Locally

I come to you. That's the Exmoorweb difference.

About the Author: Marcus Knapman has been working with computers and building websites since the mid-1980s. Based in Somerset, he runs Exmoorweb from Williton — personally visiting customers across Minehead, Watchet, Taunton, Bridgwater, and the wider South West. With a BSc (Hons) and over 40 years of hands-on experience, he combines technical expertise with practical, no-nonsense advice.