If you run a local business, there’s one piece of digital real estate that may matter more than
your website, your Facebook page, or almost anything else you can buy. It’s free, it’s already available to you, and most businesses are using only a fraction of what it can do.
It’s your Google Business Profile (GBP).
Why Your Google Business Profile Matters
When someone searches Google for a service in their area, the search engine often displays a local map pack near the top of the results. It features three businesses, along with their ratings, hours, photos, and options to call, visit a website, or get directions.
The businesses that appear in that map pack get the attention (and often the calls). Businesses below it get what’s left.
Your Google Business Profile plays a major role in determining whether your business appears in those local results and where it ranks.
Yet many businesses create their profile when they open and rarely update it afterward. The hours may be outdated. The categories may be too generic. There may be only a few photos from years ago. Reviews go unanswered.
The result? A profile that looks abandoned to potential customers, and provides Google with fewer signals that your business is active and relevant.
Treat Your Profile Like a Marketing Channel
That means regularly:
- Posting updates and fresh content
- Uploading photos of your work, team, location, and customers
- Responding personally to positive and negative reviews
- Keeping business hours and contact information current
- Updating services and products
- Adding FAQs and answering questions
- Including relevant booking or appointment links
- Using Google’s available Attributes to highlight features such as accessibility or free estimates
Each of these elements helps communicate that your business is active, relevant, and trustworthy.
Reviews Are More Than Social Proof
Your review strategy can also make a significant difference.
Imagine two competing businesses. One has 200 recent reviews averaging 4.8 stars. The other has 50 reviews. Even if the second business has a strong website and a larger advertising budget, the first may have a major advantage when a potential customer is deciding who to call.
Reviews influence both local search visibility and customer decisions. When people find your profile, your star rating is one of the first things they notice. Then they want to know what actual customers have to say.
The mistake is treating reviews as something that simply happens.
- Ask for a review after a successful job or positive customer interaction.
- Make the process easy with a direct review link.
- Respond to every review with a thoughtful, personal response.
- Make requesting and responding to reviews part of your regular workflow.
Over time, consistent review generation can create an advantage that competitors can’t easily replicate.
Don’t Ignore “Near Me” Searches
Another reason your Google Business Profile matters is the continued importance of local search.
People frequently search for businesses and services using phrases such as “near me,” while Google increasingly understands location intent even when the searcher doesn’t include those words.
A well-optimized profile gives Google the information it needs to connect your business with relevant local searches.
Your website still matters, but having a great website won’t help as much if your Google Business Profile is incomplete, outdated, or poorly maintained.
The Compounding Value of Local Search
The real power of a well-maintained profile comes from its compounding effect:
More visibility leads to more profile views, which brings more calls and website visits, more customers, more reviews, and even stronger local visibility.
That cycle can create a significant competitive advantage over time.
And unlike paid advertising, you aren’t paying every time someone clicks or calls through your profile.
A Small Investment Can Deliver a Big Return
Taking care of your Google Business Profile does take some time, but often less than you might expect. Many local businesses find that spending about an hour each week on updates, photos, and review responses can make a real difference.
More importantly, the
leads generated through local search can be highly valuable because they already have intent. They searched for what you offer, in or around the area you serve, and are often ready to take action.
If your Google Business Profile is incomplete, outdated, or ignored, you’re leaving one of your most valuable free marketing opportunities on the table.
Sales and Marketing Technologies has been helping local businesses rank, convert, and grow for 35 years. If you’d like help turning your Google Business Profile into a real lead source, visit
smtusa.com or call 407.682.2222 to schedule a free consultation.