Introduction: If They Can’t Find You, They Can’t Visit You
When families or groups search for “things to do near me,” Google is their first stop — and your chance to shine. Whether you run a laser tag arena, mini golf course, trampoline park, or soft play centre, your visibility on local search can make or break your visitor numbers.
Being seen in the Google Map Pack (those top three local listings) means more calls, clicks, and bookings — without spending a penny on ads. But to get there, you’ll need to optimise your Google Business Profile (GBP) and broader local SEO presence strategically.
Start with a Perfectly Optimised Google Business Profile
Your Google Business Profile (formerly Google My Business) is the single most important tool for local visibility.
Make sure your profile is:
✅ Fully completed: Include your correct business name, address, phone number, and website.
✅ Accurate and consistent: Your NAP (Name, Address, Phone) must match exactly across your website, Facebook, and directories.
✅ Categorised correctly: Use your main offering as the primary category (e.g., “Laser Tag Centre,” “Mini Golf Course,” “Amusement Centre”).
✅ Rich with detail: Add opening hours, prices, FAQs, and high-quality images.
💡 Pro tip: Add your booking link directly to the “Appointment URL” section — so customers can book straight from Google.
Optimise for Local Keywords (and Intent)
Most local searches are intent-driven — people want to do something right now.
Common searches include:
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“things to do near me”
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“family activities in [town]”
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“birthday parties [town]”
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“laser tag near me”
To capture this traffic, include these phrases naturally across your:
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Homepage and meta descriptions
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Location pages (e.g., “Laser Quest Kingston”)
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Google Business Posts
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Page titles and image alt tags
Example:
“Instead of “Welcome to Laser Quest Kingston,” say “Laser Quest Kingston – the ultimate family activity in Surrey!”
These tweaks might sound small, but they help Google understand exactly what you offer and where.
Collect More Reviews — and Reply to Every One
Reviews are Google’s trust currency. The more positive, recent, and detailed your reviews are, the higher you’ll appear in local search results.
Ask for reviews strategically:
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Send follow-up emails 24 hours after a booking.
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Add a QR code at your venue exit.
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Incentivise reviews with competitions (e.g., “Leave a review for a chance to win free games!”).
Then, make sure to respond to all reviews — even the negative ones.
Your tone should always be calm, professional, and human.
Example reply:
“Hi Sarah, thanks so much for visiting! We’re sorry to hear your session started late — we’ll review our processes to make sure it runs smoother next time. We hope to welcome you back soon!”
Google rewards responsiveness as much as guests do.
Use Photos and Videos to Tell Your Story
Visual content plays a huge role in local SEO. Regularly upload bright, engaging photos of:
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Guests enjoying your attraction
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Staff interactions
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Food and facilities
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Seasonal décor or events
Even better, post short video clips showing gameplay, laughter, and energy — they get higher engagement than static photos.
💡 Pro tip: Name your files descriptively (e.g., “laser-quest-bromley-family-game.jpg”) before uploading. Google reads file names for extra context!
Post Regular Updates on Google
Many operators overlook the Posts feature in Google Business — but it’s prime real estate for visibility.
Use it to promote:
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Offers and events (“Half-term laser tag deals!”)
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New attractions or menu items
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Behind-the-scenes stories
Posting once a week keeps your profile fresh and signals to Google that your business is active and relevant.
Build Local Links and Citations
Local SEO isn’t just about Google — it’s also about credibility across the web.
Submit your venue details to trusted local directories like:
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VisitBritain or local tourism sites
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Yelp, TripAdvisor, or 118 directories
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Community websites and local newspapers
Also, reach out to local bloggers or schools for collaborations — even one backlink from a community site can boost your domain authority significantly.
Track Performance and Insights
Check your Google Business Profile dashboard regularly.
You’ll see insights such as:
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How many people found you via Search or Maps
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What keywords they used
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How many requested directions or called directly
These metrics show what’s working — and where you might be losing clicks.
Combine this with Google Analytics data to see whether local searches are converting into actual bookings.
Conclusion: Visibility = Visits
Local SEO is the digital equivalent of great signage on the High Street — it’s how people discover you, choose you, and visit you.
By fine-tuning your Google Business Profile, collecting genuine reviews, and maintaining consistency across the web, you’ll stand out from competitors and fill your off-peak slots faster.
At LeisureBoost, we help operators like Laser Quest, mini golf venues, and play centres dominate local search by turning browsers into bookers.
If you’d like to audit your venue’s local SEO or get help improving your Google rankings, get in touch — we’ll help make sure you’re always found first.
