For 4 years, Segun Olaiya labored in native search engine optimisation (website positioning) within the United States, serving to giant operations, together with AT&T and businesses in San Diego and Texas, enhance their visibility in on-line searches.
But he noticed that advertising and marketing know-how largely catered to organisations with a number of areas, leaving smaller businesses ignored.
“Most of this kind of industry, which is marketing technology, is usually focused around big organisations that have multiple locations across cities and states that want to be as visible as possible. But small businesses are not always really paid attention to,” Olaiya instructed TechCabal in an interview.
He started serving to small enterprise homeowners manually optimise their Google Business Profiles. Some reported receiving extra calls from customers who discovered them by way of natural search fairly than paid commercials. “They were like, ‘Oh, now I get more calls,’” he recalled.
“Maybe I can actually just make this into a proper thing and then automate it,” Olaiya stated.
That thought led to Massive in 2026, an AI-powered native website positioning platform that helps businesses like eating places, clinics, salons and home-service suppliers enhance their visibility on Google. It combines automated optimisation with human account managers who monitor search rankings and evaluate enterprise profiles.
Why being on Google shouldn’t be sufficient
Being listed on Google doesn’t assure a enterprise will seem prominently when potential customers seek for its providers. Google says native search outcomes are primarily based mostly on three components: relevance, distance, and prominence.
Relevance measures how carefully a enterprise profile matches a search; distance considers how far the enterprise is from the particular person looking out. Prominence displays how well-known it’s on-line, together with by way of buyer opinions and hyperlinks from different web sites.
Olaiya says businesses can enhance their visibility by guaranteeing their Google Business Profiles precisely describe their providers, retaining their enterprise data constant throughout on-line platforms, and inspiring customers to depart opinions.
For many Nigerian microenterprises, establishing a web-based presence stays a problem. A 2024 Research ICT Africa report, based mostly on a survey of 718 Nigerian microenterprises, found that solely 13% used the web for enterprise actions. Just 0.3% had their very own web sites, whereas 6.7% had a social media presence. The report additionally discovered that 37% lacked the digital expertise to use the web productively for his or her businesses.
Yet on-line search will be an essential supply of customers. A study commissioned by Google and conducted by Public First discovered that, on common, businesses surveyed in Nigeria reported that round 11% to 20% of their new customers discovered them by way of Google Search. The survey coated 140 enterprise leaders from small, medium, and enormous on-line businesses.
For enterprise homeowners already occupied with working their operations, retaining their on-line profiles aggressive provides one other duty. Olaiya says Google’s frequent modifications to its native search priorities make it troublesome for businesses to know what to replace or enhance.
“Typically, the problem is that Google usually changes the rules. More often than not, they usually change what they really care about,” he stated.
He stated many enterprise homeowners lack the time to sustain with these modifications and work out how to enhance their visibility, so some outsource the duty to specialists to concentrate on working their businesses.
He believes this makes providers like Massive extra interesting to businesses that may fairly concentrate on their day by day operations.
How Massive manages native seek for businesses
Massive’s course of begins with a free visibility scan on its web site, AttemptMassive.ai. Business homeowners enter their enterprise identify and a search time period potential customers would possibly use, reminiscent of “barber near me.” The platform then generates a map displaying the place the enterprise seems in Google Maps search outcomes throughout the encircling space.
Olaiya stated the scan simulates searches from 49 factors round a enterprise by default, displaying how its rating modifications relying on the place a possible buyer is looking out.
He stated the system makes use of Google information to estimate what somebody looking out from every location would see.
“The Massive system goes and simulates that search across, by default, 49 points in the city,” he stated. “We simulate it as if somebody physically went to that physical location and then opened their phones and they search for that keyword.”
Businesses trying to assess a wider space can improve the variety of factors to 81 or 100. Massive additionally calculates a mean rating throughout the areas, giving enterprise homeowners an summary of their visibility within the space.
Those who need to enhance their rankings can subscribe to the platform and ebook a 30-minute name with a member of Massive’s group. During the decision, an account supervisor opinions their present outcomes and enterprise profile, discusses their objectives and explains the modifications Massive recommends. Olaiya describes the association as a “done-for-you experience”, including that “we literally do everything for you”.
The platform makes use of AI to analyse enterprise profiles and establish areas for enchancment. It opinions a enterprise’s present description and recommends modifications that might help Google higher perceive its providers and the customers it wants to attain.
“Once a business is imported to Massive, the system itself automatically reviews the existing description and then recommends the proper description,” Olaiya stated.
Massive additionally checks for inconsistencies in a enterprise’s on-line data, reminiscent of variations between the descriptions on its web site and social media pages. For businesses with out web sites, Olaiya stated the platform can robotically generate one utilizing their enterprise data and replace it as modifications are made. It additionally recommends modifications to be sure that the enterprise presents constant data throughout its on-line platforms.
Some duties run robotically with out requiring the enterprise proprietor or an account supervisor to intervene. When a buyer leaves a Google evaluate, Massive analyses it, considers the enterprise’s providers and communication fashion, and drafts a response. Olaiya stated the system can then publish the response straight on Google with out the enterprise proprietor having to log in and reply.
However, account managers stay concerned in reviewing suggestions and dealing with points that require human judgement. Olaiya stated some businesses add photos or different content material that Google might not settle for. When the system flags such materials, an account supervisor can contact the enterprise proprietor, clarify the issue, and advise them on what to change.
“We believe that a person should talk to another person instead of us just running a system that AI is talking to the person,” he stated.
Massive runs visibility scans each two weeks to observe modifications in a enterprise’s rankings. If rankings don’t enhance after two weeks, Olaiya stated the group modifications its technique. Subsequent scans also can reveal declines, permitting the group to establish modifications which will have affected a enterprise’s place and reverse them the place needed.
Olaiya stated that after three to 4 months of optimisation, as soon as a enterprise’s profile is steady, the system turns into largely autonomous and continues monitoring its visibility with much less direct intervention from the group.
Who Massive is constructing for
Massive targets businesses whose customers want to discover them in a selected location. Olaiya recognized 4 major classes.
The first is businesses with bodily retailers, together with eating places, gyms, salons, spas, and regulation companies. The second is service-area businesses, reminiscent of electricians and lawn-care firms, which journey to customers fairly than function from a hard and fast location. The third is multi-location businesses that need customers looking for their providers to discover the outlet closest to them. The fourth is new businesses getting into a longtime market and attempting to entice native customers alongside present rivals.
Olaiya stated businesses in much less populated areas might have a bonus as a result of they face fewer rivals and might serve a wider space.
“For places that are not very dense, the businesses there who happen to find Massive, for example, are at a good advantage because they have fewer competitors and they can cover even a bigger area,” he stated.
However, not each enterprise wants native website positioning. Olaiya stated Massive shouldn’t be designed for online-only businesses, software program firms, newsrooms or blogs whose customers don’t want to discover a bodily location or service supplier close by.
Massive earns income by way of month-to-month and annual subscriptions. Its web site lists the service at ₦18,000 ($13.37) a month per enterprise location, or ₦216,000 ($160.47) for a 12 months. The subscription contains profile optimisation, weekly Google Business Profile updates, evaluate administration, map-rank monitoring and a devoted account supervisor. Businesses also can attempt the complete service free for 14 days earlier than subscribing. Olaiya stated the corporate has greater than 20 energetic customers.
Olaiya stated many small businesses depend on social media to attain customers with out absolutely exploring how Google Search can help them entice new ones. He
sees educating enterprise homeowners about native website positioning as an essential a part of rising Massive’s buyer base.
“One of the things that can drive the product is to educate business owners to say, ‘ You need this,” he stated. “We are currently bootstrapping, and it is quite limiting how far we can go in terms of reaching out to the business owners. But we are on it.”
Building Massive’s subsequent section
Massive is getting into a market with established worldwide platforms providing related native website positioning and location-marketing providers. Olaiya recognized Polish platform Localo, San Diego-based SOCi, a]nd New York-headquartered Yext as rivals.
He stated Massive is cheaper than rivals outdoors Africa, which he believes permits it to serve African businesses and small businesses in different markets. Massive’s revealed month-to-month value is decrease than Localo’s $49 Single Business plan, which falls to $39 monthly with annual billing.
However, the 2 platforms provide completely different service fashions. Localo offers software program instruments for businesses to handle their very own Google Business Profiles. Massive presents a done-for-you service with an account supervisor. SOCi and Yext don’t show comparable costs on their enterprise pricing pages, as a substitute directing potential customers to request customised data or a demo.
However, the corporate nonetheless has to persuade enterprise homeowners that native search visibility is price paying for and develop its attain past its present buyer base. Olaiya stated he wants Massive to show its worth by way of the enterprise choices customers make after bettering their visibility.
“Over the next year, I need to have at least 100 businesses who can attest to the fact that Massive has helped them expand their businesses,” he stated.
For him, that may imply greater than businesses showing increased in Google Maps outcomes. He wants customers to use the visibility insights to make choices reminiscent of opening one other outlet or shifting into a brand new space. He stated such growth would present that Massive had made a major affect on their businesses.
