There are four very good reason why you should ensure your business integrates fully with Google Maps:
1. Research shows that Google Maps is the navigation choice of majority of consumers, and those who are passing through always tend to select the top listings due to time constraints.
2. Research shows that users on Google Maps tend to look for a solution based keyword and not business name. So anyone travelling through an area in need of fuel, B&B, parking, cafe) will type the word in. Locals who know a business name, e.g. Cake & Pie Cafe, are more likely to type the business name in (maybe to find an opening time or phone number). So you need to ensure you think about search words based on benefit, what a consumer will type in if they are not sure (in both broad and narrow terms).
3. A local consumer who is after a local supplier (e.g. home user may be after a gardening service, local garage may be after decorator to repaint the buildings). Whatever the service, some rely on word of mouth, others look on Google Maps to see who is near and can come and quote.
4. You drastically increase the ability for a standard Google search to bring your site up at a relevant level; esp as Google can target your IP address to a locality and show you more relevant searches. This means, a local user on Google, looking for a supplier of flowers in a locality are much more likely to have a Google Maps listing come back, as per the image.