With market space moving to the online web, having a strong online presence is no longer optional for businesses; it’s practically necessary. Fortunately, there is a free and accessible tool that makes that journey easier: Google Business Profile (GBP).
Formerly known as Google My Business (GMB), this unique tool allows businesses to create a profile that appears on Google Search and Google Maps. This profile serves as the digital storefront for your business, providing key details such as location, contact information, operation hours, and customer reviews.
The importance of GBP cannot be overstated, it is one of the simplest ways for businesses to gain visibility, attract new customers, and establish their online presence. Whether you are a small mom-and-pop shop or a rapidly growing enterprise, GBP gives you the tools to stand out in a competitive business environment.
With GBP, you can create a detailed business listing that shows up when customers search for your business name or related products and services.
The profile typically includes:
- Business name and category
- Address and contact details
- Hours of operation
- Reviews and ratings
- Photos and updates
Why Google Business Profile Is Important
It’s not just a digital signboard to attract customers; it’s also a cost-effective way to build your authority and credibility online and generate traffic.
Let’s take a simple example: an enthusiast cafe hopper is googling for the best nearby cafes. With hundreds of cafes nearby, it’s practically impossible for the search result page to show all of them at once. So, Google prioritises the highly rated and most recommended cafés, displaying them on the first page or at the top of the map results. Now, if your business is one of the few that appears in the top rank, then congratulations! You just earn a customer.
This is the crux of why GBP is important. A well-optimised profile increases the likelihood of your business being among those top recommendations and drives foot traffic, leading to sales and acquisitions. It’s not just about existing, it’s about standing out in a sea of competitors and making it easy for audiences to choose you over your peers.
But standing out is one thing, what are the other potential and practical benefits of GBP?
11 Benefits Of Google Business Profile
1. It’s Free
That’s right. This amazing tool is completely free, with the only costs being optimisation of labour and dedication. Whether you’re just starting out or have been in business for years, you can take advantage of this powerful tool without spending a single cent.
Unlike many marketing platforms or tools that require significant investment, GBP levels the playing field by giving businesses the ability to promote themselves online at no cost. You can create and manage your profile, interact with customers, and share updates without worrying about subscription fees or advertising budgets.
This is a game-changer for small businesses with a limited budget. It allows you to allocate your resources to other areas of growth while still reaping the benefits of increased visibility and engagement. Even for larger businesses, the free nature of GBP adds incredible value, supplementing paid campaigns and other strategies.
2. Better Visibility Online
The main attraction of GBP is making your business more visible online. The core idea of GBP is to ensure your business appears in local search results and on Google Maps, often where customers look first when seeking products or services. Appearing prominently in these search results makes it easier for people to find and choose your business over competitors.
A comprehensive profile with good reviews, engaging photos, and clear highlights of your products and services will increase the chances of catching a customer’s attention. When your profile provides everything they need, like accurate contact information, operating hours, and even special offers, they’re more likely to reach out or visit your business directly.
In essence, GBP not only puts your business on the map (literally) but also ensures that it’s presented in the best light possible. This visibility is invaluable in a world where being found online often translates to gaining new customers.
3. Improved Local SEO
If your business serves customers in a specific area, showing up in local search results is critical. Google Business Profile is made to help local businesses to appear more prominent within their community.
When people search for services or products near them, an optimised profile makes it more likely for your business to appear at the top of local search results.
Think about it: if someone searches for “SEO services in Singapore“, the businesses with strong profiles are the ones they’re most likely to see first. This is because Google prioritises complete, verified, and regularly updated profiles.
A well-optimised GBP appeals to search engines because they are incentives to provide the best-tailored experience to their users. By including accurate information and relevant keywords in your profile, you’re signalling to Google that your business deserves to rank higher in search results.
Local SEO is one of the most effective ways for small and medium-sized businesses to compete with larger companies.
4. Building Trust Through Customer Reviews
Online reviews can be the difference between acquiring a customer or turning them away. When new prospects browse your business for the first time, they will always skim through the reviews before deciding. With GBP, customers can leave reviews visible to anyone searching for your business.
Positive reviews build trust and show potential customers why they should choose you, and negative reviews are an opportunity for improvement and reputation management, not necessarily a detriment.
Here’s why reviews are so powerful: when someone sees that others had a great experience with your business, they’re more likely to feel confident in giving your business a try. Even negative reviews, if handled professionally, can show that you care about your customers and are committed to resolving issues.
Make it a habit to ask happy customers to leave reviews on your profile. Respond promptly to reviews, be they positive or negative. This not only shows professionalism but also improves your profile’s visibility. Over time, a solid collection of reviews can become one of the most valuable aspects of your online presence.
5. Customer Engagement Made Easy
GBP offers a unique way to connect with your audience. With features like messaging, Q&A, and posts, you can directly interact with customers through your profile.
For instance, the messaging feature allows potential customers to ask questions in real-time, making it easy to address their needs and win their trust. The Q&A section lets you highlight standard information, while posts enable you to share updates, special offers, or announcements quickly and effectively.
You make your business more approachable by staying active and responsive on your profile. This kind of communication can turn a casual browser into a loyal customer. It’s a straightforward way to show that you’re available and invested in providing great service.
6. Access To Valuable Insights
One of the most underrated features of Google Business Profile is the built-in analytics. These insights give you a clear picture of how customers interact with your business online.
You are able to view the number of people who browsed your profile, how they found out about your business and what actions they took. This comprehensive list gives you the data needed to help you understand what’s working and where you might need to make adjustments.
For example, if you notice most people find you through Google Maps, it’s a good sign that your local visibility is strong. If fewer people visit your website, it might indicate your profile could benefit from clearer or more enticing calls to action. Using these data-driven insights, you can make better decisions to grow your business.
7. Showcasing Your Business With Visuals
They say a picture is worth a thousand words, and for GBP, that couldn’t be more true. High-quality photos and regular posts can make your profile stand out. Whether it is photos of your storefront, food menu items, or happy customers posing for the camera, visuals grab attention and give potential customers a sense of what to expect.
For example, a restaurant with clear, appetising photos of its dishes is far more appealing than one without any visuals. Posting updates, like new products or seasonal specials, keeps your profile fresh and engaging.
Regularly adding visuals helps you attract more customers and boosts your ranking in search results. Keep up with trends and seasonal fads. Google tends to favour active profiles, and adding new photos or posts is an easy way to stay on top.
8. Update Your Business Operating Hours In Real-time
Keeping your operating hours up-to-date might seem trivial, but it can make a huge difference for your customers. Imagine someone planning to visit your store or office, only to find it closed when they arrive because the hours listed online were outdated. That’s not just frustrating, it’s a missed opportunity for your business.
With GBP, updating your operating hours is quick and easy. Whether you’re adjusting for holidays, special events, or unexpected closures, you can make changes in real-time. Your profile immediately reflects these updates, ensuring customers always know when you’re open.
This simple feature improves customer satisfaction and builds trust. Customers who see accurate and reliable information about your business will likely choose you over competitors.
9. Direct Booking And Appointment Features
GBP includes features that make it easier for customers to take immediate action, like booking appointments or making reservations directly from your profile. This functionality removes barriers and encourages instant engagement for service-oriented businesses such as salons or repair shops.
Integrating these features into your profile makes the customer experience seamless, reducing friction and increasing the likelihood of conversions.
10. Highlighting Special Offers And Events
On GBP, businesses can promote special deals, share upcoming events or showcase discounts. This keeps customers informed about what’s happening with your business and gives them a reason to choose you over competitors.
For example, a clothing store can highlight a seasonal sale, or a gym can promote a fitness month event. These updates catch the eye of potential customers and encourage them to engage with your business.
11. Enhance Your Mobile Presence
More and more people are using their smartphones to find businesses and services. Whether they’re searching for “furniture shop near me” or “best clothing shop for men,” mobile searches have become a natural part of daily life. This is where GBP shines by ensuring that your business is easy to find and interact with on a mobile device.
A well-maintained GBP makes it simple for customers to connect with you directly from their phones. For example:
Easy-to-Click Buttons: Your profile includes buttons for quick actions like calling, getting directions, or visiting your website. Customers don’t have to search for your number or copy your address—they tap and connect.
Optimised For On-the-Go Searches: When someone searches for businesses nearby, a fully optimised GBP ensures you appear at the top of mobile results, increasing the chances they’ll choose your business.
Quick Decision Making: Mobile users often look for instant answers—like whether you’re open, how to get there, or what you offer. Having all this information readily available on your GBP helps customers make decisions faster, which can lead to more visits or inquiries.
Mobile searches often lead to immediate action, such as a visit or a call, so an updated and complete profile ensures you don’t miss out on opportunities.
Best Practices For Optimising Your GBP
We have gone over the benefits of GBP, but how do you optimise your GBP for maximum results? Well, here’s how:
Complete Every Section: Fill out all available fields, including your business description, hours, categories, and contact information. A fully completed profile gives customers the needed details and helps Google rank you higher in search results.
Use Relevant Keywords: Incorporate terms people are likely to search for when looking for your services. Differentiate yourself from your competitors by using long-tail keywords rather than generic terms. If you run a bakery that sells gluten-free cakes, use keywords such as “gluten-free cakes near me” rather than “cake shop near me.”
Add Photos Regularly: Showcase your business with high-quality visuals. Updating photos periodically signals to Google and customers that your profile is active.
Ask For Reviews: Politely ask happy customers to leave reviews and respond to them. The more positive reviews that highlight your quality services and products the better.
Monitor And Update Your Profile: Make sure the information of your GBP is up-to-date and current. If there is a change in operating hours, properly reflect that in your profile.
These simple but effective practices ensure your profile remains relevant in attracting and retaining customers.
Common GBP Mistakes To Avoid
While Google Business Profile offers many benefits, some businesses fail to use it effectively. Here are common mistakes to watch out for:
Neglecting Reviews: No one likes negative reviews or criticisms, but ignoring customer feedback can hurt your reputation. Always respond to reviews, whether they’re positive or negative.
Incomplete Profiles: Missing information can confuse customers and make your business seem amateur.
Outdated Details: Inconsistent or outdated information, like old hours of operation, can frustrate potential customers and drive them elsewhere.
Ignoring Visuals: Profiles without photos or posts are less likely to attract attention.
Lacking Engagement: Failing to use features like messaging or Q&A means missing opportunities to connect with potential customers.
Avoiding these pitfalls ensures your profile works in your favour, helping you build trust and grow your business.
Conclusion On Why Google Business Profile Is Important
Whether you’re looking to attract local customers, enhance your online reputation, or make it easier for people to find and connect with you, GBP offers all the tools you need. Every feature simplifies your efforts and amplifies your reach, from updating your hours in real-time to showcasing your products with visuals.
Best SEO specialises in helping small businesses improve their SEO through proven SEO tactics and GBP optimisation. We are committed to delivering tangible, measurable results.
We guarantee that if your business doesn’t appear on the first page of Google search within 90 days, you won’t need to pay us a single penny.
Frequently Asked Questions About Google Business Profile Importance
Is A Google Business Profile Necessary For Online-Only Businesses?
Yes. Even online-only businesses can benefit from a Google Business Profile. You can use it to provide accurate contact information, showcase services, and direct customers to your website.
Is It Important To List My Services And Pricing In GBP?
Yes. Listing services and pricing provides transparency and saves customers time. It also helps you appear in specific service-related searches, making it easier to attract the right audience.
Should I Use Keywords In My GBP Business Description?
Absolutely. Adding relevant keywords to your business description helps Google better understand your offerings, improving your chances of appearing in relevant searches.
How Can I Use GBP To Reduce Customer Complaints About Inaccurate Information?
Audit and update your profile regularly to ensure your address, phone number, and business hours are correct. This will minimise confusion and frustration for your customers.
How Does GBP Help Businesses Compete With Larger Companies?
GBP levels the playing field by allowing small businesses to rank in local searches, gain visibility through reviews, and connect with nearby customers actively seeking their services.
Can I Use GBP To Highlight Safety Measures Or Certifications?
Yes. You can include safety measures (e.g., “COVID-19 precautions”) and certifications in your business description or posts. These details build trust and reassure customers.
