What is a Google Business Profile Listing and How Can it Help My Small Business?

If you’ve ever searched for a nearby restaurant, shop, or service and seen detailed information pop up at the top of Google’s search results or on Google Maps, you’ve experienced the power of a Google My Business Profile (GBP). Formerly known as Google My Business (GMB), this free tool is a must-have for any small business looking to thrive in today’s digital-first world.

This guide will walk you through everything you need to know about Google Business Profile – what it is, why it’s essential, and how to set it up and optimize it to grow your business.

What is a Google Business Profile?

A Google Business Profile is a free listing that helps businesses manage their presence on Google Search and Google Maps. It acts as your virtual storefront, providing potential customers with key information about your business, such as:

• Business Name
• Address and Location (or service areas if you don’t have a physical location)
• Phone Number
• Website Link
• Hours of Operation
• Photos and Videos
• Customer Reviews
• Q&A Section
• Posts and Updates

Having a fully optimized Google Business Profile ensures that your business appears when customers search for products or services you offer, especially in your local area.

Why is a Google Business Profile Important for Small Businesses?

Here’s why every small business should claim and optimize their GBP:

Boost Your Online Visibility

Most consumers start their search for local businesses online, and Google prioritizes businesses with optimized profiles. A verified and complete GBP increases your chances of appearing in local search results, the Local Pack (the top three business results displayed under a map), and on Google Maps.

An example of Google’s “Local 3-Pack.”

Attract More Local Customers

Your GBP acts as a direct link between your business and potential customers. Features like the “Call” and “Get Directions” buttons make it easy for people to contact you or visit your location.

Improve Your Local SEO

Google rewards businesses that keep their profiles active and up-to-date. By consistently updating your profile with posts, photos, and reviews, you’ll improve your local search rankings.

Build Credibility and Trust

Positive reviews and a well-maintained profile help establish your business as reliable and professional. When customers see a polished GBP with glowing feedback, they’re more likely to choose your business over competitors.

Free and Cost-Effective Marketing

Google Business Profile is completely free to use, making it an incredibly cost-effective tool for small businesses. With features like, posts, updates, and promotions, you can market your business without additional expenses.

How to Set Up Your Google Business Profile

Getting started with your Google Business Profile is simple. Here’s how:

Step 1: Claim or Create Your Profile

Visit the Google Business Profile page and sign in with your Google account. If your business already exists on Google, claim it. If not, click “Add Your Business” and fill in basic details like your business name, category, and address.

Step 2: Verify Your Business

Google requires verification to confirm your business is legitimate. The most common method is a postcard mailed to your business address with a verification code. Other options include email, phone, or video verification, depending on your business type.

Step 3: Complete Your Profile

Provide as much information as possible, including:

• Business Name: Ensure it matches your branding.
• Address and Service Areas: If you don’t have a physical location, list the areas you serve.
• Hours of Operation: Keep these accurate and update them for holidays.
• Contact Information: Include your phone number and website.
• Description: Write a compelling description highlighting what sets your business apart.
• Photos and Videos: Upload high-quality visuals showcasing your storefront, team, and products.

How to Optimize Your Google Business Profile

Having a GBP isn’t enough – you need to optimize it for maximum impact. Here’s what you can do:

Use Keywords Strategically

Incorporate relevant keywords into your business description, posts, and responses to reviews. For example, if you own a bakery in Austin, phrases like “freshly baked bread in Austin” or “custom cakes near downtown Austin” can help you rank higher in local searches.

Pro Tip: Make sure you use keywords appropriately. Don’t be spammy – make sure your descriptions, posts and responses sound natural and authentic.

Keep Your Profile Active

Post updates regularly to keep your audience engaged. Share news, promotions, events, or even behind-the-scenes looks at your business. Google rewards profiles that remain active.

Pro Tip: If you’ve got time constraints, a great way to keep up with consistent posts is to schedule them through an online platform like Publer.

Encourage and Respond to Reviews

Reviews play a significant role in building trust and improving your ranking. Politely ask satisfied customers to leave reviews and respond to every review – whether it’s glowing or critical.

Example Responses:

• Positive Review: “Thank you so much for the wonderful feedback, [Name]! We’re thrilled to hear you enjoyed [product/service]. We hope to see you again soon!”
• Negative Review: “We’re sorry to hear about your experience, [Name]. Please reach out to us at [contact info] so we can resolve this issue.”

Add High Quality Photos

Profiles with photos get significantly more engagement. Include images of your storefront, products, team, and even happy customers (with their permission).

Utilize the Q&A Section

Answer common customer questions directly on your GBP. This helps potential customers find the information they need quickly and shows that you’re attentive to their needs.

Pro Tip: You can ask your own questions and answer them on your GBP profile as well. This section acts similar to the FAQ page on your website.

Monitor Insights

Google provides valuable insights into how customers interact with your profile. Use this data to refine your strategy, such as adjusting your business hours based on peak search times.

Recent Updates to Google Business Profile

Google has made several updates to improve the user experience for business owners:

• Rebranding to Google Business Profile: As of November 2021, Google My Business is now Google Business Profile. The platform has been streamlined, and you can now manage your profile directly from Google Search or Google Maps.
• Retirement of the Google My Business App: The dedicated GMB app was discontinued in 2022. Instead, businesses can manage their profiles through the Google Search or Maps app.
• Local Services Ads: As of November 2024, only verified businesses with a Google Business Profile will be eligible to run Local Service Ads. This change underscores the importance of maintaining a verified and updated profile.

Common Mistakes to Avoid

Even with the best intentions, mistakes can hurt your GBP performance. Here are some common pitfalls and how to avoid them:

• Inconsistent Information: Ensure your business name, address, and phone number (NAP) are consistent across all platforms. Inconsistencies can confuse customers and hurt your SEO.
• Neglecting Reviews: Ignoring customer feedback – positive or negative – can harm your reputation. Always engage with reviews to show you care.
• Failing to Update Information: Outdated hours or incorrect contact details frustrate potential customers and lead to missed opportunities. Stay on top of updates.

Long-Term Benefits of Google Business Profile

A well-maintained Google Business Profile doesn’t just drive short-term results. It offers long-term benefits, including:

• Enhanced Local Presence: Consistent updates help establish your business as a trusted local authority.
• Customer Loyalty: Engaging with customers through reviews and posts fosters loyalty.
• Actionable Insights: Data from your GBP helps you adapt to customer needs and refine your marketing strategies.

Start Growing Your Business with Google Business Profile

Your Google Business Profile is more than just an online listing – it’s a powerful tool to attract customers, improve your online visibility, and build lasting relationships with your community. Best of all, it’s free and easy to use.

Take the time to set up, verify, and optimize your profile today. If you’re unsure where to start or need help crafting a winning strategy, we’re here to guide you every step of the way.