If you’re a small or medium-sized business owner and not fully leveraging Google My Business (now called Google Business Profile), you’re leaving serious business potential untapped. Let’s cut to the chase—90% of consumers use the internet to find businesses. If your Business Profile isn’t optimised, you’re missing out on a goldmine of prospective customers searching for services just like yours.
Whether you own a restaurant, a service-based business, or an agency, people are searching for you on Google Search and Maps. They’re looking for your business hours, your physical address, reviews, and more. In fact, Google My Business isn’t just another online directory; it’s a customer communication platform, a business listings engine, and a marketing tool all rolled into one. This article will show you why Google Business Profile is a game-changer for small and medium-sized businesses and how to unlock its full potential.
What is Google My Business (Google Business Profile)?
Google Business Profile (GBP), formerly known as Google My Business, is your company’s front door in the digital world. It’s not just another name on a list of businesses—it’s your core business presence on Google Search and Maps. It provides prospective customers with the essential information they need to make a decision: your business address, contact info, business hours, and customer reviews.
The best part? Your Business Profile shows up in the search bar results when people enter relevant searches for products and services you offer. Whether you’re a service-area business or have a physical location, you need to ensure your business information is accurate and up-to-date. This includes keeping your business description, types of services, and product launches relevant to what potential customers are searching for.
The Power of Local Search and Google Maps
If you’re running a small or medium-sized business, local search should be your top priority. Local searches are the bread and butter of your customer base—46% of all Google searches are for local information. And with 76% of people who search for something nearby visiting a business within 24 hours, appearing in Google Maps is crucial.
Google My Business listings help you dominate in discovery searches, which means more people finding your business through organic search results. For service-area businesses, having an optimised Google Business Profile can make the difference between appearing in a “relevant searches” list and getting completely overlooked. It’s your job to make sure you’re at the top of Google’s search rankings, ahead of your competitors.
Google Maps and Business Listings
Google Maps isn’t just for directions; it’s where businesses live and breathe in the online search world. When a person searches for businesses near them, your listing needs to show up. That’s where your verified Business Profile comes in. Without it, you won’t even be part of the conversation.
Why Google Business Profile is Non-Negotiable for Small and Medium-Sized Businesses
Here’s the thing: without a fully optimised Google Business Profile, you’re invisible to a huge chunk of your potential customer base. Your online presence, especially in local search results, can make or break your business. Let’s break down why Google My Business is vital for SMBs.
1. Increased Visibility in Google Search and Maps
When you optimise your Google Business Profile, you dramatically increase your visibility in both Google Search and Maps. The local “3-pack,” which displays the top three businesses related to a search query, is prime real estate in search engine results pages. Businesses that appear here tend to get a steady stream of new customers thanks to the visibility.
2. Boost Your Credibility Through Customer Reviews
Customer reviews are the social proof your business needs to build trust with potential customers. Nearly 90% of people trust online reviews as much as personal recommendations. This is why having a steady stream of reviews coming to your Google Business Profile is essential.
Reviews aren’t just about quantity, though. Responding to reviews—whether positive or negative reviews—shows that you’re engaged with your customers and value their feedback. If a customer has an issue, your response can turn their negative review into a positive outcome. You can also leverage reviews to improve your SEO on your Google Business Profile, boosting your overall search rankings.
3. Cost-Effective Marketing and Organic Search Power
Unlike Google Ads or other paid campaigns, Google Business Profile is a completely free marketing tool that gives you access to organic search traffic. By maintaining an up-to-date Business Profile with relevant info and keywords, you can reach potential customers without paying a penny in advertising. Plus, the more accurate and complete your profile is, the more likely it is to show up in organic searches.
4. Mobile Optimisation for Maximum Customer Contact
With the majority of local searches happening on mobile devices, your Google Business Profile is optimised for mobile by default. Whether customers are searching for your business location, contact info, or business hours, everything is presented in a user-friendly format. This makes it easier for customers to contact you in person, call directly, or find your business through Google Maps. No need for gimmicky characters—just fast, relevant info to satisfy customer needs.
The Process of Optimising Your Google Business Profile
Having a Business Profile is great, but optimising it is where the magic happens. Here’s how to ensure your profile is working hard for you.
1. Claim and Verify Your Google Business Profile
The first step is to claim your business and verify it. Google offers several verification options, including receiving a postcard with a verification code or using a phone verification method. Once verified, your business listing will be live, and you can begin optimising it.
2. Keep Your Business Information Accurate
Your business information—business hours, physical address, contact details, and services—should always be up-to-date. Any discrepancies can cost you business. For example, if your physical location has changed or your operating hours vary due to holidays, be sure to update your profile to reflect that.
Use the “Edit Profile” option to make necessary updates, and consider adding special hours or attributes like outdoor seating or third-party ordering options to provide even more value to potential customers.
3. Leverage Google Posts and Updates
Publishing posts on your Google Business Profile is a powerful way to engage with your audience. Use Google Posts to announce product launches, share coupons, or promote events. The platform supports different post types, making it an excellent space to showcase your latest business news.
4. Add High-Quality Photos
Businesses with photos receive 42% more requests for directions and 35% more clicks to their website. Ensure your Business Profile includes not just Exterior photos but also product photos and service images. Keep it current—upload new photos regularly to reflect your offerings.
5. Use Google Analytics to Track Performance
How do you know if your Google Business Profile is working? Google Analytics can give you insight into customer actions, such as how many people viewed your profile, clicked to call, or requested directions. It’s an excellent way to track your ROI from your Business Profile.
Google Business Profile and SEO: The Perfect Marriage
Your Google Business Profile is a powerful SEO Google Business Profile tool that significantly impacts how your business shows up in search engines. When optimised correctly, it can drive tons of organic search traffic your way.
1. Boosting Search Rankings with Google My Business for SEO
Using SEO best practices in your Google Business Profile can push your business to the top of search results. Include relevant keywords in your business description and services, maintain a stream of reviews, and update your profile regularly.
2. Enhance Discovery Searches
By optimising for SEO, you improve your chances of showing up in discovery searches—those goldmine searches where potential customers find you without specifically knowing your business name. This is especially important for service businesses and individual business locations.
Case Studies of Small and Medium Businesses Using Google Business Profile
Let’s dive into some examples of how actual businesses have skyrocketed their growth using their Google Business Profiles.
Case Study 1: A Local Coffee Shop That Boosted Foot Traffic
A small coffee shop optimised its Business Profile by adding high-quality photos of its offerings, updating business hours, and posting regular promotions. The result? A 35% increase in foot traffic within six months.
Case Study 2: A Digital Agency’s Stream of Leads
A service-based digital agency used Google Posts to showcase their case studies and added relevant keywords to their Business Profile. Their organic search presence skyrocketed, bringing in a steady stream of leads who were ready to book consultations.
Conclusion: Google Business Profile is a Non-Negotiable for SMBs
Google My Business—now Google Business Profile—is the ultimate marketing tool for small and medium-sized businesses. It’s not just an online directory; it’s a platform that can transform your online presence, enhance customer communication, and drive real, measurable results.
If your Business Profile isn’t optimised yet, now is the time. Claim your business, verify it, and start leveraging this powerhouse of a tool. Because here’s the reality: potential customers are searching for your services right now, and if you’re not visible, they’ll end up with your competitors.