If you run a local business and don't have a Google Business Profile (formerly Google My Business), you're leaving customers on the table. It's free, takes 20 minutes to set up, and it's often the first thing potential customers see when they search for businesses like yours.
What Is Google Business Profile?
Google Business Profile (GBP) is the panel that appears on the right side of Google when someone searches for your business, or in the map results when they search for a service in your area. It shows your business name, address, phone number, opening hours, reviews, photos, and more.
Why It Matters More Than Ever
1. It's the New Front Door
Many customers never visit your website. They find you on Google Maps, check your reviews, and call you directly from the listing. Your GBP is your first impression.
2. "Near Me" Searches Are Exploding
"Near me" searches have grown over 500% in recent years. When someone searches "plumber near me" or "dentist near me," Google's Map Pack (the top 3 local results) gets the majority of clicks. You need a GBP to appear there.
3. Reviews Build Instant Trust
92% of consumers read online reviews before choosing a local business. Your GBP is the primary place those reviews live. More positive reviews = more customers. It's that simple.
4. AI Search Uses It
When ChatGPT, Perplexity, or Google's AI Overview recommend a local business, they pull heavily from Google Business Profile data. A well-optimised GBP helps you show up in AI search results too.
How to Set Up Your Profile Properly
- Claim your profile at business.google.com - if your business exists, there may already be an unclaimed listing
- Complete every field - businesses with complete profiles get 7x more clicks
- Choose the right categories - your primary category is the single biggest ranking factor
- Add quality photos - businesses with photos get 42% more direction requests
- Write a compelling description - include your key services and location naturally
- Keep it updated - post weekly updates, respond to reviews, add new photos regularly
Common Mistakes to Avoid
- Inconsistent information - your name, address, and phone must match exactly across all platforms
- Ignoring reviews - respond to every review, positive and negative, within 24 hours
- No posts or updates - an inactive profile signals to Google that you might not be in business
- Wrong category - this single choice affects whether you show up in relevant searches
Need Help?
Google Business Profile setup and management is included in all of our SEO & AEO packages. We'll optimise your profile, set up proper categories, and help you build a review strategy that brings in more local customers.
Not sure if your current profile is working for you? Get a free audit and we'll check.