Optimize Your Google Business Profile: A Must-Have for Local Businesses
Take control of your Google Business Profile: Learn how to claim, optimize, and leverage it for local visibility and growth.
In This Article:
What is a Google Business Profile?
A Google Business Profile (GBP) is your digital storefront on Google. When people search for businesses like yours, your GBP is what pops up in Google Search and Google Maps—showing your location, contact details, reviews, photos, and more.
Think of it as your first impression online—before customers even visit your website or step into your business.
Formerly known as Google My Business, Google Business Profile is a free tool that enables you to manage and optimize your business listing on Google. It is a must-have tool for both small and large businesses to market to their area.
Whether your business is looking to increase foot traffic or web traffic, Google is where your customers are searching, and you need your business to show up.
A Google Business Listing is not the same as a Google Business Profile.
A Google Business Listing can be created by anyone (whether affiliated with the business or not). All that is needed to create a listing on Google is the business name, location, and category. Once submitted, Google checks to see if it doesn't already exist, and if it doesn't, it becomes searchable on Google Search and Google Maps. That listing is available for people to leave reviews, add photos, as well as ask or answer questions. Basically, the listing is vulnerable to whatever information the public decides, and without a Google Business Profile, you (as the business owner or manager) have zero control over that information.
To manage your Business Listing on Google you need to create a free Google Business Profile account. By claiming ownership of your Business Listing via your account, you attain management rights to unlock the excellent free marketing features available and control the information about your business within the listing.
Google Search Results
Here you can see when a business name is searched in Google, you have the list of search results (in pink), as well as the Google Profile on the right-hand side of the page (in red). This listing is helpful in displaying information customers are looking for.
Google Maps Search Results
When keywords associated with your business are searched in Google Search or Google Maps, you want your business name to show up. This is especially true for people searching for a business like yours in their area.
Who is it for?
Google Business Profile is for any business who provides a local service — whether they have a physical location or a business that travels to their customers (such as some service-based businesses). You don’t even need to display the exact location of your business operations.
If your business relies on local customers, having a Google Business Profile isn’t just nice to have—it’s a must!
✔ Brick-and-mortar businesses (coffee shops, salons, retail stores)
✔ Service-based businesses (landscapers, photographers, consultants)
✔ Online businesses with a service area (freelancers, home-based businesses)
Basically, if you want local customers to find you, trust you, and choose you, a GBP is essential.
What Businesses are not eligible for a Google Business Profile?
✘ Rental or vacation properties
✘ Lead generation agents or companies
✘ Businesses that operate 100% online or do not have any local presence
✘ Businesses operating in locations they don't have the authority to represent
If you own a business that interacts with customers or clients in your area, and you want to control and optimize your online presence on Google, you need a Google Business Profile.
From Google Support — Guidelines for representing your business on Google
Why Your Google Business Profile Matters
!magine you need a plumber ASAP. You search "plumber near me"—a few names pop up. One has a complete profile with great reviews, updated hours, and photos. Another looks empty and outdated.
Which one are you calling first?
Your Google Business Profile isn’t just a directory listing—it’s the difference between someone choosing you or your competitor. First impressions matter, and online, this is often your very first!
A well-optimized GBP helps businesses:
✔ Show up in local searches and Google Maps
✔ Build trust & credibility with reviews and updated content
✔ Drive traffic to your website, where customers make buying decisions
And the best part? It’s free! But to make the most of it, you need to set it up correctly and maintain it over time.
Important Notes:
If you don’t create a Google Listing, a listing can still be created for your business — with information the public decides is relevant. You can manage by creating one (or claiming one that has already been made).
Even if you don’t have a website, Google will display your Google Business Profile in local search results.
If you have a website, your Google Business Profile is an effortless way to increase your site’s exposure and get more traffic! (more traffic = more business)
The Power of an Optimized Google Business Profile
Still not convinced? Consider these compelling stats:
📌 2.7x more likely to be considered reputable—Businesses with complete profiles stand out more (Google).
📌 48% of GBP interactions lead to website visits—Your profile should drive customers to your site (Birdeye).
📌 “Near me” searches have increased by over 200% in recent years—People are looking for local businesses more than ever (Cube Creative).
📌 Customers are 70% more likely to visit businesses with a Google Business Profile, and businesses with complete listings on Google are twice as likely to earn trust from customers. (Hootsuite)
Your GBP can be a game changer—if used strategically.
What Your Google Business Profile Can Do
Think of your GBP as your local marketing powerhouse. Here’s what it does:
✔ Boosts Local Search Visibility – Get found when customers search for businesses like yours.
✔ Puts You on Google Maps – Essential for businesses with a physical location.
✔ Builds Trust & Credibility – Reviews and ratings influence customer decisions.
✔ Showcases Your Business – Photos and videos give people a feel for what you offer.
✔ Engages Customers – Respond to reviews, messages, and FAQs.
✔ Drives Website Traffic – Convert searchers into paying customers.
Now, let’s talk about how to optimize it!
Quick Wins: Boost Your GBP in 5 Minutes
✔ Add 5 high-quality photos – Businesses with more photos get 42% more requests for directions and 35% more clicks to their website.
✔ Post an update – Share a quick offer, announcement, or behind-the-scenes look. Active profiles rank higher.
✔ Ask one happy customer for a review – A fresh review can boost trust and search visibility.
The Ultimate Guide to Setting Up & Maximizing Your Google Business Profile
Here are the key steps to setting up and optimizing your GBP:
1. Complete Your Profile
Ensure your business name, address, phone number, and website are accurate.
Select the right business category and add relevant attributes (e.g., “Women-Owned,” “Outdoor Seating”).
2. Add High-Quality Photos & Videos
Upload your logo and a cover photo that reflects your brand.
Share interior and exterior photos to show what customers can expect.
Post videos of your services, products, or behind-the-scenes content.
3. Encourage & Respond to Reviews
Ask happy customers for Google reviews (make it easy by sending them a direct link!).
Respond to all reviews—positive and negative—to show engagement.
Highlight top reviews in social media posts or on your website.
4. Utilize Google Posts & Updates
Share business updates, special promotions, or events weekly.
Treat your GBP like a mini social media platform to engage potential customers.
Posting regularly tells Google that your business is active and relevant—which can help you rank higher in searches.
5. Make Sure Your Website & Branding Align
Your website should match the branding on your Google profile.
Ensure your website is mobile-friendly, as most GBP searches happen on phones.
Keep messaging consistent across your GBP, website, and social media.
❤️🔥 Hot Tip #1:
Use the Q&A Feature to Build Trust
Don’t wait for customers to ask—add common questions and answer them yourself! This creates a built-in FAQ section that improves engagement and SEO.
❤️🔥 Hot Tip #2:
Make It Easy for Customers to Leave Reviews
Send a direct review link via email or text after a purchase.
Add a “Leave a Review” button to your website.
Display a QR code on your receipts or in-store signage that leads to your Google review page.
Your Branding & Website
Your Google Business Profile may be your first impression, but your branding and website seal the deal. If your branding looks inconsistent, outdated, or unprofessional, potential customers might second-guess choosing your business.
✔ A strong brand identity helps customers recognize and trust you.
✔ A professional website reassures visitors they’re in the right place and encourages them to take action.
✔ Consistency across your GBP, website, and marketing builds credibility and sets you apart from competitors.
An unpolished brand or an outdated website can cost you customers—without you even realizing it. Let's make sure your online presence works for you, not against you. If you're ready for a brand refresh or a website that truly converts, let’s talk!
Common Mistakes to Avoid
✘ Incomplete Information: Missing details = lost customers.
✘ Ignoring Reviews: Customers rely on reviews to make decisions. Responding to them—even negative ones—shows you care about your customers' experiences.
✘ Neglecting Updates: Google favors businesses that stay active.
✘ Low-Quality Photos: A blurry, outdated profile doesn’t inspire confidence.
✘ Keyword Stuffing: Overloading your description with keywords looks spammy and can hurt your credibility.
By avoiding these mistakes, your GBP will be more visible, engaging, and effective.
Take Action Today
Your Google Business Profile is a powerful (and free) marketing tool. But to see real results, it needs ongoing attention and optimization.
How to Start:
Go to google.com/business and follow the step-by-step instructions.
You'll need an existing Google account or you can create a new one.
Once you've created an account you'll be prompted to verify your listing. The default method is by mail, but some businesses qualify for email or phone verification. Once you've received your verification code it may take a few weeks for your business listing to appear on Google.
Add in all the details (address, hours, services, offers, menu, photos and videos, etc.)
Need a visual guide? This is the best video I could find on YouTube for setting up and optimizing your Google Business Profile.
So, Does Your Business Need a Google Business Profile?
What shows up when you search your business name on Google? How about searches related to your business industry? Do you show up at all? Does your listing provide all the necessary information your potential customers are looking for? Do you have control over the information being displayed?
With a Google Business Profile, you can create and control the information that shows up when people search for your business. Even more, you can optimize your listing to show up when your target audience is searching for the solutions your business can solve! It's about showing up in the right places, at the right time, for the right people.
