Most new businesses set up a Google Business Profile and then wait, and wonder why nothing happens. This 90-day local SEO roadmap breaks down exactly what to do in your first three months to build a Maps presence that keeps delivering clients long after launch.
Before you open your doors, someone in your city is already searching for exactly what you're about to offer. If your local SEO isn't in place on day one, every one of those searches goes to a competitor.
Here's the thing about new businesses: you're not starting from zero. You're starting from behind, behind every business in your category that has months or years of reviews, profile activity, and citation history. The 90-day roadmap in this guide is built to close that gap as fast as possible.
Google's local ranking algorithm uses historical signals, how long a listing has been active, how consistently it's been maintained, how steadily reviews have come in. A new business can't fake time, but it can accelerate every other signal to close the gap faster.
The businesses that rank well in their first year almost always have one thing in common: they treated local SEO as a launch task, not an afterthought. They claimed their GBP before they opened, not six months after. They set up citations on day one, not when they finally got around to it.
Every week you delay is a week your competitors add another review, another photo, another GBP post to their profile while yours sits empty. Start the clock now.
📊 Flento Data: Based on Flento's analysis of new business profiles, businesses that complete their GBP setup within the first 30 days of opening rank in the Local Pack 2.4x faster than those who set it up after 90 days.
🛠️ Action Step: If you haven't claimed your Google Business Profile yet, stop reading and do that first at business.google.com. Come back to this guide once the verification process is started.
The foundation is your Google Business Profile, fully claimed, verified, and 100% complete before you do anything else.
Claim and verify your GBP. Go to business.google.com, search for your business, and claim or create your listing. Verification typically happens by postcard (5–7 days) or phone/video for some business types. Start this on day one.
Complete every field. Business name, address, phone number, website, hours, description, categories. Don't leave anything blank. A complete listing outranks an incomplete one, Google's own documentation confirms this.
Choose your categories carefully. Your primary category is your most important decision. Be specific: "Italian restaurant" beats "restaurant," "Pediatric dentist" beats "dentist," "HVAC contractor" beats "contractor." Check what category your top-ranking local competitors use, that's your starting point.
Write a keyword-rich business description. 300–500 characters. Include: your city and neighborhood, your primary service keywords, and what makes your business worth choosing. Write it for a customer, not a keyword tool.
Upload photos on day one. Don't wait until you have "better" photos. An exterior shot, an interior shot, and a logo uploaded today beats the perfect photo shoot that happens in month three. Add real photos the day you open.
⚠️ Common Mistake: Using a P.O. box or virtual office address for a service-area business. Google allows service-area businesses to hide their address. If you work from home and serve clients at their location, hide your address and set your service area instead. Using a fake physical address will get your listing suspended.
🛠️ Action Step: By day 14, your GBP should be claimed, verified, and fully filled out, every field, at least 5 photos, and your description written.
Citations are mentions of your business name, address, and phone number (NAP) on other websites. Google uses citation consistency as a trust signal, the more consistently your information appears across directories, the more confident Google is that your listing is accurate.
For a new business, building the right citations in the right order matters. Use the Citation Stack:
Tier 1 (do these immediately):
Tier 2 (do these in weeks 2–4): 6. Better Business Bureau 7. Foursquare 8. Nextdoor Business 9. Yellow Pages 10. Industry-specific directories (Healthgrades for healthcare, Avvo for legal, Houzz for home services, etc.)
The critical rule: Your NAP must be identical everywhere. "Main Street" and "Main St" are different. "Suite 200" and "#200" are different. Google reads these as inconsistencies. Decide on your exact format before you start building citations and use it consistently.
🔥 Quick Win: Use the same email address to claim all your directory listings. This makes it easier to track and manage them long-term, and ensures you receive notifications when someone suggests edits to your listings.
🛠️ Action Step: Set up all Tier 1 citations this week. Confirm your NAP format is identical across every listing before you submit.
Reviews are the fastest-moving ranking signal for a new business, and they're the one area where you can outpace established competitors if you move quickly.
Most new business owners are hesitant to ask for reviews early. Don't be. Your first customers are often your most enthusiastic, they chose a new business when they could have gone to the established option. If they had a good experience, they'll leave a review if you ask.
The Flento Review Velocity Method for new businesses:
Ask every customer, every time, for the first 60 days. This is not optional. In person, at checkout, after service completion, ask directly: "We're a new business and reviews mean everything right now. Would you mind taking a minute to leave us one on Google?" Most people say yes.
Send a follow-up text or email within 2 hours. Include a direct link to your Google review page. The further you get from the moment of service, the lower the conversion rate.
Respond to every review within 24 hours. Even the five-star ones. "Thanks Maria, so glad the appointment worked for you, see you next time!" takes 30 seconds and signals to Google that your listing is actively managed.
Don't ask for reviews from non-customers. Google's guidelines prohibit review gating and fake reviews. Asking friends and family for reviews will create a review spike that looks unnatural and may trigger a review filter. Focus on real customers only.
💡 Pro Tip: Set a daily reminder for the first 60 days to follow up with any customer who hasn't received a review request. Consistency beats volume, 2 reviews per week beats 10 reviews in one week and then nothing.
🛠️ Action Step: By day 60, you should have at least 15–20 real Google reviews with a 4.5+ average. If you're not on track, the problem is almost always that you're not asking consistently.
By day 60, your GBP is claimed, your citations are built, and your reviews are coming in. Days 61–90 are about activity signals, the ongoing behaviors that tell Google your business is active, relevant, and maintained.
GBP posts: Publish one post per week starting now. Share something specific to your business, a service spotlight, a new product, a seasonal offer, a photo of work you just completed. Each post should mention your service keyword and your city. See your post frequency as a commitment, not an occasional extra.
Photos: Upload 3–5 new photos per month. As a new business, prioritize showing real work, real results, and real team members. Stock photos signal a listing that isn't being actively managed.
Q&A: Go to your GBP and add 5–10 questions and answers in the Q&A section. Write the questions customers actually ask you, hours, pricing, parking, services, appointment availability. Answering your own Q&A is explicitly allowed by Google and prevents incorrect answers from being submitted by others.
Service updates: As your business evolves, keep your services, hours, and attributes current. A listing that stays the same for 90 days looks static. An actively updated listing looks like a business that's growing.
🛠️ Action Step: Set up three recurring reminders before you finish reading this: weekly GBP post, monthly photo upload, and quarterly NAP audit across all your citations.
The 90-day roadmap in this guide is effective, but it requires consistent attention across multiple platforms, GBP, citations, reviews, posts, Q&A. For a new business owner who is also managing operations, staffing, and customer service, that consistency is the hardest part.
Flento's Google Business Profile Optimizer runs automated audits on your GBP and flags what's incomplete or underoptimized, categories, photos, description, activity signals, ranked by impact. For new businesses, this audit in week one prevents the common setup errors that take months to fix.
For reviews, Flento's Google Review Management Software automates the follow-up request, the text or email that goes out within 2 hours of a customer visit. For new businesses trying to build velocity quickly, automating this step is the difference between consistent review growth and sporadic activity.
For citations, Flento's Business Listing Management Software runs the Flento NAP Lock across 50+ directories, catching any inconsistencies before they affect your Maps ranking.
✅ Done? Automate your review requests and listing management with Flento → Try Flento free
How long does it take for a new business to rank on Google Maps? Most new businesses see their first Local Pack appearances within 60–90 days if they follow the steps above. Full competitive ranking in a saturated local market can take 6–12 months. Smaller markets and less competitive niches move faster.
Do I need a physical address to appear on Google Maps? Not if you're a service-area business. Plumbers, HVAC companies, cleaners, and other businesses that serve customers at client locations can hide their address and set a service radius instead. You still rank for searches in your service area.
Should I get as many citations as possible? Quantity matters less than quality and consistency. 50 accurate citations outperform 200 inconsistent ones. Focus on the Tier 1 and Tier 2 directories, then add industry-specific directories that are relevant to your business type.
What if my business gets a negative review in the first month? Respond professionally within 24 hours. Don't panic, one negative review among a growing collection of positives has minimal impact. The businesses with review problems typically have low total counts and slow response rates. Keep building velocity and responding to everything.
