Google products come and go—remember Google+? Yeah, me neither. But Google Business Profile (GBP)? It’s here to stay, and if you’re running a local business, it’s your best friend. Once known as Google My Business, Google Places, and a few other names nobody remembers, it’s the backbone of local search visibility.
It’s not just about getting on Google Maps—a properly optimized GBP can drive traffic, conversions, and skyrocket your local search ranking. Let’s break down why your business can’t afford to ignore it.
Nine Reasons Why Google Business Profile is a Must
There are tons of reasons to optimize your Google Business Profile, but let’s zero in on the big hitters:
Without it, your business won’t rank in the Local Pack or show up on Google Maps.
It’s often the first (and sometimes only) source of info a potential customer will use.
Customers can take action straight from the search results, like calling or booking.
It brings user-generated content like reviews and photos into one place.
You can use it to drive traffic to your website or specific landing pages.
It’s a goldmine for insights about your customers (and competitors).
Customers use it to get directions to your location.
The Insights feature tells you how people are finding you.
It influences Google’s understanding of your business as a search entity.
Get Found in the Local Pack
Want to show up in the coveted Local Pack on Google? You need a Google Business Profile. This is the goldmine spot—the top three results that show up when someone searches for businesses in your area. And to get there, you need to have a fully optimized GBP.
Plus, your Google Business Profile is essential if you’re running Local Service Ads (LSA). These ads sit right at the top of search results and make it easy for customers to book or call you directly.
The First Thing Customers See
Here’s the thing: in today’s world, many searches are zero-click searches. That means people find what they need without ever leaving Google. Your GBP is often the first thing a potential customer sees—before they even visit your website. In fact, 66% of people trust Google the most when researching a local business, according to BrightLocal’s 2023 report.
“Want to look at photos? Do it from the profile. Need to know if the business is open? Yep, that’s on the profile too.”
If your profile isn’t up to date or optimized, you're missing out on opportunities—period.
Convert Directly from the SERP
Customers don’t need to visit your website to convert anymore. They can book, call, or order right from the search results page (SERP) using your Google Business Profile.
Order online: Restaurants and retailers can let customers order directly from their GBP.
Book online: Service-based businesses can let customers schedule appointments without ever visiting their site.
These features put conversions front and center, making it easier for customers to act on their intent.
Leverage User-Generated Content (UGC)
Remember when user-generated content was the big trend? Now, it’s everywhere. Your GBP blends your carefully curated business content with user-generated stuff like reviews, photos, and Q&A. While it’s great to have customers sharing their experiences, it also means you have to stay on top of monitoring and managing your profile.
Great reviews? Lean into them. Negative feedback? Address it head-on and learn from it. This is your chance to control the narrative and make sure your business is represented accurately.
Drive Traffic to Your Site
Your Google Business Profile isn’t just a static listing. You can use it to funnel customers to specific parts of your website. That “Website” link? It’s prime real estate. But don’t stop there—Google Posts, menus, and products can all link to your site, helping you guide potential customers to the exact info they need.
Pro tip: Use UTM codes to track the traffic from your GBP in Google Analytics (GA4) to see which links are driving conversions.
Unlock Customer Insights
We all know reviews matter—98% of people read them before choosing a local business. But reviews aren’t just about impressing potential customers. They’re also a treasure trove of insights for your business. Dig into common themes to see what’s working and what’s not, then use that knowledge to improve your offerings.
And it’s not just reviews. Check out the Questions & Answers section on your profile. If customers keep asking the same questions, it might be time to update your content or services to address those concerns.
Get Found on Google Maps
Obvious, right? But crucial. Whether customers are using Google Maps on their phone, in their car, or via a rideshare app, they need to know where you are. Make sure your business details are accurate, so they don’t get lost trying to find you.
Learn How People Are Finding You
Here’s a gift from Google: your Google Business Profile’s Insights section. This data gives you a look at how people are discovering your business—what search terms they used, how many people clicked for directions, and more.
With this info, you can refine your profile, adjust your marketing strategy, and ultimately, drive more conversions.
Boost Your Business’s Search Entity
Your Google Business Profile does more than just help you rank in local searches. It also feeds into Google’s Knowledge Graph, building a clearer picture of who you are, what you offer, and how you serve customers.
The clearer you make it for Google, the more likely your business is to rank well in relevant searches.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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