What is a Google Business Profile and Why Do You Need It?

Ever wondered how your local café or plumber shows up in Google search results without you even typing “near me”? That’s Google flexing its local search muscles, connecting people to businesses in their area. And the secret sauce behind this is Google Business Profile (GBP)—your local business’s VIP pass to showing up in Google Search and Maps.

If you want your business to be front and center when potential customers are searching for products or services, your Google Business Profile needs to be on point.

What is Google Business Profile and Why Should You Care?

Launched in 2014 (originally called Google My Business), Google Business Profile is like your business’s passport to Google’s search engine. Think of it as your one-stop-shop for all the info Google—and potential customers—need to know about your business. Google calls it "a free and easy way to find and connect with your people."

It’s more than just a listing. A well-optimized Google Business Profile doesn’t just tell searchers where you’re located. It showcases what you offer, displays your hours of operation, and even gives them a peek at your glowing reviews.

Google Business Profile at a Glance:

• Your digital storefront: Showcases your address, phone number, business hours, photos, and customer reviews.

• Maps integration: Helps people find you in Google Maps, which is huge for foot traffic.

• Search visibility: Helps you rank higher in local search results, making it easier for people nearby to find your business.

If your business serves customers in a specific area or operates from a brick-and-mortar location, having a Google Business Profile is an absolute no-brainer.

Why Do You Need a Google Business Profile?

1. Increased Visibility in Google Searches Google Business Profile helps you stand out when people search for local businesses. When someone searches for “coffee shop near me,” Google pulls info from local business listings to show the most relevant options. Without a GBP, your business could be missing out on that exposure.

   According to Google, four out of five consumers use search to find local information, and studies show that having a well-optimized GBP directly impacts how high you rank in Google’s Local Pack (those three businesses that show up first under the map).

   “The more accurate and complete your profile, the better chance Google will showcase your business,” says every digital marketer, ever.

   
   

2. It’s Free Marketing Yep, totally free. You don’t need to spend a penny to claim your listing. It’s one of the best no-cost marketing tools you’ll ever use, helping your business attract customers without an upfront investment. In today’s digital-first world, not using GBP is like leaving money on the table.

   
   

3. You Get to Control Your Narrative A Google Business Profile lets you manage what people see when they search for your business. From your business name and contact details to operating hours and customer reviews, it’s all in your hands.

   
   

4. Reviews Build Trust and Boost Sales Google Business Profile isn’t just about listing your business—it’s also where your customers can leave reviews. And those little stars? They matter. According to BrightLocal, 93% of consumers read online reviews before making a purchase.

   
   

   A high star rating and a pile of positive reviews can convince a potential customer that your business is trustworthy. Responding to reviews (both good and bad) is a golden opportunity to show you care about customer feedback.

Key Features of Google Business Profile

1. Business Description This is your chance to tell your story. Add a concise, informative description of what you do and why you’re the best at it. Bonus points for making it personal—people connect with stories.

2. Posts Keep your customers updated with Posts. Whether it’s an event, a special offer, or a new product launch, you can share these updates directly on your Google Business Profile.

3. Photos and Videos Uploading visuals of your business, products, or services can boost engagement. Fun fact: Businesses with photos receive 42% more requests for directions and 35% more click-throughs to their websites.

4. Reviews and Q&A As mentioned, reviews are a huge trust signal for potential customers. Plus, the Q&A section allows people to ask questions, and you can answer them directly.

5. Insights and Analytics Want to know how people are finding you? GBP provides Insights into how your customers are engaging with your profile, which search terms led them to you, and what actions they took (like calling your business or visiting your website).

Where Will Your Google Business Profile Show Up?

When your GBP is fully optimized, it can show up in a few key places:

• Google Search: Right in the Local Pack, complete with your name, address, reviews, and more.

• Google Maps: Helping users find your physical location easily.

• Knowledge Panel: If someone searches for your specific business name, your profile appears in a special box to the right of the search results with all the key info.

How to Use Google Business Profile to Your Advantage

To get the most out of your GBP, don’t just set it up and forget it. Regularly update your information, add new photos, post updates, and respond to customer reviews. These small actions can go a long way in maintaining your online presence and ensuring that your business stays top-of-mind for local customers.

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.