With over 90% of the search engine market, it is important for businesses that they are easily found through Google searches. Google made it easier for businesses to rank on their search engine by introducing Google My Business. 65 per cent of all Google searches contain a local reference, which means it is especially important for businesses to optimise their local search engine optimisation (SEO). Google My Business is a free tool for businesses to better manage their online presence by providing information about their business that is shown in Google search results. This includes information such as their location, contact information, photos, customer reviews and products/services they provide. For a business to create a Google My Business account, they first need a Google account. Providing as much information as possible to help their Google ranking for relevant search queries. The more Google knows, the easier it is for them to show it to the right people. A businesses’ online identity is therefore significantly improved as part of a location-based marketing strategy. Once a Google My Business listing is created, this generates a Google Maps location which synchronises with Google Search to enhance searchability. Google My Business complements a businesses’ website by giving them an extra marketing presence through a Google listing, which can drive more traffic to the website or convert people into customers without them even needing to visit the website. It provides a snapshot of your business.