Why Local Businesses Should Care About Their Google Business Profile

When was the last time you Googled your own business?
If your answer is somewhere between “never” and “uh… a while ago,” you’re not alone. Most small business owners are so focused on doing the work that they forget about how they show up online.

But here’s the truth: your Google Business Profile (GBP) is your digital storefront — and it could be the difference between a customer choosing you… or clicking away to a competitor.

This post is your no-fluff, straight-talking guide to why your GBP matters, how it affects your local SEO, and how to make it actually work for your business (without pulling your hair out). Ready? Let’s get into it.

What Is a Google Business Profile (GBP), Really?

Let’s clear something up right away — your Google Business Profile is not your website. It’s not your social media account. And it’s definitely not something you can ignore.

Your GBP is the panel that shows up when someone searches for your business name (or something close to it) on Google. It includes your:

• Business name
• Address (or service area)
• Hours
• Phone number
• Reviews
• Photos
• FAQs
• And more

It’s free to set up. It lives on Google Search and Google Maps. And it’s one of the most powerful local marketing tools available — if you use it right.

Fun fact: Google Business Profile used to be called Google My Business. So if you’ve heard that name floating around, it’s the same tool — just rebranded in 2022.

Why Does It Matter So Much?

Because most people don’t scroll. They search, glance at the top listings, maybe check a review or two, and then make a decision.

According to BrightLocal’s 2025 Local Consumer Review Survey:

64% of consumers have used a Google Business Profile to find a business’s contact information in the past year.

That means if your listing is incomplete, outdated, or just plain ugly — you’re literally handing customers to your competition.

It’s the first impression you didn’t know you were making.

Why Your Google Business Profile Can Make or Break Your Local SEO

Here’s the thing: when someone searches for a service “near me,” Google doesn’t just randomly pick three businesses to highlight in that beautiful local map pack.

It’s actually looking at some very specific signals — and your Google Business Profile is one of the most important.

Welcome to the “Local Pack”

You’ve seen it. The top of the search results page shows a map with three business listings underneath it. That’s the Local Pack, and it’s prime digital real estate.

Getting in there means:

• More clicks
• More calls
• More walk-ins
• More credibility (because Google “chose” you)

So how do you get featured?

The Local SEO Formula

According to Moz’s Local Search Ranking Factors study, Google’s local search algorithm looks at three big things:

1. Proximity – How close is the searcher to your business?
   (You can’t control this — but the next two? All you.)
2. Relevance – Does your listing clearly describe what you do and who you serve?
3. Prominence – How well-known and well-regarded is your business online?
   This includes your:
   • Review quality and quantity
   • Photo views
   • Q&A engagement
   • Website backlinks and citations

Pro Tip: Engagement = Ranking Juice

The more people interact with your profile — clicking on your website, viewing photos, reading reviews — the more Google sees your business as active and relevant.

So yes, posting a photo of your team on a Tuesday afternoon actually helps you rank higher.

And replying to that 5-star review?
That’s not just good customer service — it’s an SEO strategy.

Real-Life Impact

Businesses that fully optimize their profiles see results like:

• 70% more direction requests on Google Maps
• 35% more click-throughs to their website
• And significantly higher local search rankings over time
  (Source: Google Business Profile Help Docs)

Bottom line? If your Google Business Profile is half-baked, you’re not even in the running — no matter how good your website looks or how many years you’ve been around.

You have to show up where people are searching — and for local SEO, that means playing Google’s game.

The GBP Features That Actually Matter (And How to Use Them)

Google gives you a ton of fields and options inside your Business Profile — but let’s be honest: not all of them are created equal. Some have a direct impact on your visibility and engagement, while others just exist to gather digital dust.

Let’s focus on the features that actually move the SEO needle and make your business look legit.

Business Name, Category & Description

These are the core identity elements Google uses to figure out what you do.

• Your business name should match your actual business — no keyword stuffing. Adding things like “Joe’s Plumbing | Best Plumber in Houston” will get flagged.
• Your primary category is critical for relevance. If you’re a bakery, don’t just use “Restaurant” — use “Bakery” (and maybe “Wedding Bakery” as a secondary).
• Your business description is your chance to naturally include keywords and explain what makes you awesome. Keep it concise and human-readable.

Pro Tip: Not sure what categories your competitors are using? Tools like PlePer can show you.

Photos & Videos

You know the saying: people eat with their eyes first? That applies to business listings too.

• Add real, high-quality images of your team, location, products, or projects.
• Businesses with photos get 42% more direction requests and 35% more click-throughs to their website, according to Google.
• Don’t just upload once and forget it — post new images monthly or weekly.

Pro Tip: Use geotagged images (location data in metadata) to send local relevance signals to Google.

Reviews

Reviews aren’t just social proof — they’re a local ranking signal.

• Ask happy customers to leave honest reviews.
• Reply to every single one, good or bad.
• The more frequent and relevant the reviews, the better your prominence in local results.

Stat: 87% of consumers read online reviews for local businesses — and 73% only pay attention to reviews written in the last month (BrightLocal).

Posts

Yes, you can post updates to your Google Business Profile — just like a mini blog or social feed.

Great for:

• Announcements
• Promotions or sales
• Events
• New blog content

These posts appear in your listing and help keep it “fresh” in Google’s eyes.

Pro Tip: Treat it like a content channel. One post per week is plenty to keep your profile looking active.

Q&A Section

Most business owners don’t even realize this feature exists — but it’s important.

• Anyone can ask a question (and anyone can answer — including strangers 😬)
• You can and should seed common questions and answer them yourself
• Think of this as a way to preemptively answer customer concerns

Attributes

These are small labels that give extra context — like:

• “Women-owned”
• “Wheelchair accessible”
• “Free Wi-Fi”
• “Online appointments available”

These show up as filters in search and can boost visibility if they match user preferences.

Website Link, Appointment Link, and UTM Tracking

Make sure:

• Your website URL is correct
• Your appointment or booking links are active
• You add UTM parameters to your links so you can track performance in Google Analytics

Need help with that tracking stuff? That’s exactly the kind of technical detail a good agency (hint hint 👋) can handle.

TL;DR: Focus Here First

If your profile has:

• A clear name & category
• Great reviews
• Fresh photos
• A few recent posts
• And all the core info filled out…

…you’re already ahead of most of your competition.

What Businesses Usually Get Wrong (And How to Fix It)

It’s not that your listing is bad, it’s just… well, it could use some love.

Look, we get it — running a business is hard. Google changes things constantly. And nobody really wants to manage yet another platform.

But your Google Business Profile isn’t a “set it and forget it” kind of thing. And when businesses get it wrong, it shows — to Google and to customers.

Let’s break down the most common GBP sins (no shame, just lessons 😇).

Mistake #1: Inaccurate Info

Imagine this:

• A customer finds your profile
• Sees you’re open today at 3pm
• Drives across town
• …You’re closed

That customer probably isn’t coming back — and they might just leave a one-star review while they’re at it.

Fix it: Keep your hours, phone number, website, and address updated — especially during holidays or changes in service availability. Google lets you set special hours in advance for this exact reason.

Mistake #2: Keyword Stuffing the Business Name

It’s tempting to try and game the system. Something like:
“Mike’s Plumbing | Water Heater Repair & Emergency Services in Dallas TX”

Google sees that and says:
“Yeah… no.”

It’s a violation of Google’s Business Profile guidelines, and it can get your listing suspended — or just ignored by the algorithm.

Fix it: Keep your business name clean. Use the right categories and description for your keywords.

Mistake #3: Ghost Town Profile

If your last photo upload was from 2019 and you’ve never posted a single update, Google assumes your business may not be active.

Fix it: Post a quick update once a week or twice a month. Add fresh photos regularly. Respond to reviews. Basically, act like you’re alive online.

Mistake #4: Ignoring Reviews (Especially the Bad Ones)

A negative review without a response looks like a red flag. Even worse? A positive review with no thank-you. Missed opportunity for both customer retention and trust building.

Fix it: Respond to every review. Be polite, on-brand, and solution-oriented — even when people are unreasonable (and yes, some people will be unreasonable).

Pro Tip: Try this reply format:
“Thanks for the feedback, [name]. We’re always looking to improve, and your input helps. Let’s connect directly at [email].”

Mistake #5: Ignoring the Q&A Section

Letting strangers answer questions about your business? Bold move. But that’s what happens if you don’t take control of this section.

Fix it: Seed common questions (like “Do you offer free consultations?” or “Where do I park?”) and answer them yourself from your Google account.

Bonus Mistake: Wrong or Missing Categories

If your business is a “Graphic Design Studio” but you only chose “Marketing Agency,” you’re leaving relevance on the table.

Fix it: Double-check your primary and secondary categories. You can choose up to 10, but your primary category carries the most weight.

Final Thought: Clean It Up, Show Up

If you’ve made some of these mistakes — welcome to the club. The good news? GBP is super forgiving. Fix your profile today, and you’ll probably start seeing results within weeks.

How to Optimize Your Google Business Profile (Like a Pro)

If you’ve made it this far, you already know that your Google Business Profile is more than just an online listing — it’s a major driver of visibility, trust, and customer action.

Now let’s turn that insight into action.

Your GBP Optimization Checklist

Here’s a simplified playbook to get your listing working with you, not against you.

1. Claim & Verify Your Profile (if you haven’t already)

Start at google.com/business
Google will walk you through verification via mail, phone, or email.

2. Complete Every Section

A full profile outperforms a partial one every time. Make sure you’ve filled in:

• Business name
• Categories (primary + relevant secondary ones)
• Business description (use keywords naturally)
• Contact info
• Hours (regular + holiday)
• Service area (if applicable)
• Appointment links, menus, or services

Pro Tip: Keep business hours updated seasonally or around holidays — Google penalizes stale listings.

3. Add High-Quality Photos (and Keep Them Fresh)

Post at least 3–5 photos to start:

• Exterior + interior (if brick-and-mortar)
• Team photos
• Products or services in action
• Logo and branding visuals

🎯 Google recommends adding a new photo every 7 days for best visibility.

4. Get (and Respond to) Reviews

Set up an easy process to request reviews from happy clients:

• Email follow-ups
• SMS with a direct link
• Verbal asks after a service
• Add it to invoices or receipts

And don’t ghost the reviews — respond to every one. It shows professionalism and improves ranking.

5. Use Google Posts Weekly

Even if it’s just a:

• New blog article
• Quick update
• Promo or service highlight
• Behind-the-scenes photo

Each post lasts 7 days and keeps your listing fresh. Plus, Google likes to see activity.

6. Answer Questions in the Q&A Section

Take charge here — don’t leave this to strangers.

Seed common customer questions and answer them from your logged-in business account. It looks more legit and builds trust.

7. Use UTM Tags on Links

Add UTM parameters to your website and booking links so you can track how many visitors come from GBP in Google Analytics.

Example:
https://yourwebsite.com?utm_source=google&utm_medium=organic&utm_campaign=gbp

8. Monitor Insights

Google gives you metrics like:

• Profile views
• Phone calls
• Direction requests
• Photo views
• Website clicks

Check these monthly. They tell you what’s working and what’s not.

Final Thoughts: Don’t Sleep on Your GBP

If you’re a local business owner, your Google Business Profile is one of the most powerful (and free) tools you can use to attract new customers — often before they ever land on your website.

It’s no longer just a basic listing; it’s a dynamic, interactive presence that shows off your credibility, helps you rank locally, and gives people a reason to choose you over the business next door.

And the best part? You’re in control.

With just a little attention each week — uploading photos, responding to reviews, answering questions — you can turn your GBP into a competitive advantage. You don’t need expensive tools, SEO degrees, or a massive marketing team. You just need to show up consistently, keep your profile fresh, and care about the way your business appears in local search.

Why It Matters

• It’s where people decide whether to call, click, or keep scrolling.
• It’s your chance to stand out in a sea of “meh” listings.
• And it’s a trust builder — Google rewards businesses that put in the effort.

Even if you’re just starting out, even if your website isn’t perfect yet, even if you haven’t touched your profile in years — today’s a great day to change that.