If you’re running a local business, you’ve probably asked yourself: How can I get more customers to find me online without spending a fortune on ads? The answer is often closer than you think—your Google Business Profile, or GBP. Formerly known as Google My Business, this free tool can make your business more visible in search results, bring in new customers, and strengthen your local SEO presence. Undoubtedly, a Google Business Profile boosts your local SEO.
According to Google, when people search for businesses nearby, they’ll see local results across both Search and Maps. That means that when someone types “coffee shop near me,” Google prioritizes showing them businesses that have strong, complete, and active profiles. If your profile is missing details—or worse, nonexistent—you risk losing out to competitors.
In this article, we’ll cover:
Think of your Google Business Profile as your digital storefront. It’s the information that appears when customers search for your business name or related keywords in Google.
A Google Business Profile displays:
When optimized, a GBP increases your chances of showing up in Google’s Local Pack—the top three map results shown for local searches—and boosts your visibility in Google Maps. Considering that 97% of people learn more about a local business online than anywhere else, your profile often makes the first impression.
Even better, local searches are highly intent-driven—28% of them result in a purchase. Appearing where people are already looking can directly translate into sales.
SEO experts consistently rank the Google Business Profile as one of the top factors influencing local visibility.
Here’s why a GBP is essential:
Google considers relevance, distance, and prominence when ranking local businesses. A complete and optimized profile signals to Google that your business is credible and worth showing to searchers.
Customers can call, message, or ask questions directly from your listing. Businesses that reply to reviews and inquiries appear more approachable and trustworthy.
Your profile can link directly to your website, highlight products, and feature promotions, helping customers take action quickly.
Reviews not only influence buyers, but they also impact ranking. More positive reviews translate into higher local authority.
Unlike ads, a Google Business Profile is free to use. With consistent optimization, it can become one of the highest ROI marketing channels at your disposal.
Learn how you rank on Google with these helpful tools!
If you don’t have a GBP yet, here’s how to set one up:
Creating your profile is just the start—optimization is where the magic happens. Here are best practices to make your GBP stand out:
Verification proves legitimacy and fully activates your profile. Without it, many features won’t be available.
Incomplete profiles rank lower so be sure to fill out every section in detail.
Outdated phone numbers or hours of operation frustrate customers and hurt your credibility. Keep this information current to reflect holiday hours, your after-hours phone number, etc.
Your name, address, and phone number should be consistent across your website, directories, and social platforms. Even small differences like “St.” vs. “Street” can impact your ranking.
Your primary category determines when you populate in searches. Consider adding secondary categories for additional coverage, if any apply.
Tip: Research your competitors to see which categories they’re using!
Listings with photos are twice as likely to be seen as reputable. Include images of your storefront, products, and team. Also include before-and-after photos if they’re relevant to your business.
Encourage happy customers to leave reviews. Statistically, 62% of customers will leave a review for your business if you ask. Reply to every review—positive and negative—to show that you value sincere feedback. Requesting and engaging with reviews is one of the easiest ways to boost your local SEO.
Treat your GBP like a mini social media channel. Post regularly, keep your posts engaging, and advertise current events, promos, and other exciting business updates!
Provide answers in advance for frequently asked questions (e.g., “Are dogs allowed?”) to guide customers and make it easier for them to take action.
Enable customers to text your business straight from your profile, making communication easy and encouraging them to take that first step.
Your Google Business Profile isn’t just a one-time task. Google values active, accurate, and engaged profiles.
Maintaining your profile helps you build trust because customers know they can rely on accurate information. This, in turn, increases your rankings and earns you rave reviews. It also signals to Google that your business is active and relevant. When you solicit and promptly respond to reviews, it boosts trust in your business and further increases your visibility. And when you keep your GBP updated with special holiday hours, events, and promotions, the Google algorithm overlords nod approvingly.
Tip: Check your profile monthly, post updates bi-weekly, and respond to reviews daily.
Optimization isn’t complete without tracking results. Google offers insights, which show you how customers found your business, what actions they took (website clicks, calls, directions, etc.), and engagement trends from reviews and posts.
Tip: For deeper analysis, connect your GBP data to tools like Google Analytics to measure ROI.
A Google Business Profile is no longer optional—it’s essential for local SEO. It not only helps potential customers find you but also builds trust, drives conversions, signals authority to Google, and ultimately, helps you stay competitive in your market.
If you haven’t already, take 20 minutes today to create or update your profile. It’s one of the simplest, most cost-effective ways to boost your local SEO—and attract more customers right where they’re looking for you.
Want to see for yourself how a Google Business Profile boosts your local SEO? Schedule your free 15-minute exploratory call to learn how Wild Fig can help!