Do you want to promote your local business through search engines like Google?

If so, setting up a Google Business Profile (GBP) is paramount to your success. 

That’s because GBP is Google’s in-house business directory, and it uses its data to display local businesses in Google Maps and its regular search results. 

A GBP listing is also necessary for appearing in the local pack, which is a special SERP (search engine results pages) feature that appears at the very top of the search results. 

Here’s an example of a local pack that triggers when we search for ‘best pizza near me’ (which is an extremely common search phrase for finding local businesses):

As you can see, the local pack highlights three local pizza restaurants and includes information like their address, hours of operation, and average rating out of five stars. 

However, there’s something each of these restaurants has in common, and it’s that they all have optimized Google Business Profile listings. 

If they weren’t in GBP, they wouldn’t appear in the local pack, which is why setting up GBP is imperative for all local businesses. 

Some quick stats to prove our point:

  • ‘Near me’ keywords (like the one listed above) are the most popular queries on Google, as they account for 84% of all discovery searches. 
  • GBP listings that are 100% complete are 7 times more likely to receive more clicks than incomplete profiles. 

Knowing what you know now, are you ready to claim and fully optimize your Google Business Profile listing?

Awesome, stay tuned to learn how! 

What Is Google Business Profile?

Google Business Profile is an online business directory that allows local businesses to control how their business information appears in Google Search, Google Maps, and even Google Shopping.

It works by allowing local business owners to create listings (and claim existing ones) that provide crucial information like:

  • The business’s NAP (name, address, and phone number) 
  • Customer reviews 
  • Hours of operation 
  • Email addresses 
  • Photos of the business 

It’s extremely important for business owners to keep this information accurate and up-to-date to avoid confusing potential customers. 

Note: Google Business Profile used to be Google My Business (GMB). There were a few changes, which you can read about here, but everything is essentially the same for business owners.

The biggest thing to know is that your GMB business listing is still intact. It’s all saved in your Google account. 

With a Google Business Profile, you can add photos, create compelling business descriptions, display your hours and contact information, and monitor/reply to reviews that customers leave for your business on Google. 

You can also create short posts to update customers on new developments and promote special deals. 

Google Business Profile’s Main Features 

Now that you know what GBP is all about, let’s take a deeper dive into its features and capabilities.

GBP’s primary features revolve around three areas:

  1. Maintaining accurate information about your business across Google’s product lineup 
  2. Interacting with your existing customers 
  3. Attracting new customers 

There’s quite a bit to unpack here, so let’s take a closer look at each feature. 

Manage your business information 

On GBP, you can provide essential details such as your business name, address, phone number, website, hours of operation, and more. 

This information helps potential customers find and contact your business. It’s also the data Google will use to display your business in Google Maps, Google Shopping, and SERP features like the local pack. 

Customer engagement

There are a few ways you can interact with your customers on GBP, including:

  • Reviews: Customers can leave reviews and ratings on your profile, which will build trust and credibility. Responding to reviews (both positive and negative) will also show that you care about customer feedback, so do your best to respond to every review that you receive. 

  • Q&A section: The Q&A feature allows customers to ask questions directly on your profile, which you can answer to provide more information and engage with your audience. A fleshed-out Q&A section will likely reduce the amount of customer support queries you receive, so it’s worth the effort to write one. 

Add photos and videos

You can upload photos and videos of your business, significantly enhancing your listing’s appeal. 

High-quality images can attract more customers by giving them a visual representation of your business.

However, you should only include immaculate photos that make your business look amazing. Translation: get professional photos taken instead of snapping some pics with your smartphone and calling it a day. 

Share posts and updates

The ‘Posts’ feature allows you to share updates, special offers, events, and other content directly on your profile. 

There are lots of ways you can leverage this feature to your benefit, such as showing off a new product or informing your audience of an upcoming promotion.

Getting more creative, you can incorporate 360° street views from Google Maps, user-generated content like customer photos, and seasonal content.  

Gather insights 

Google provides valuable insights into how customers interact with your profile, such as how many people view it, how they found it, and what actions they take (e.g., visiting your website, requesting directions, or calling your business).

Understanding customer behavior will help you improve your services and make better business decisions, so it’s worth analyzing the data GBP has to offer.

Bookings 

Google Business allows customers to book appointments or services directly through your profile if applicable.

This is an excellent way to drive conversions, as it’s always best to make things as simple as possible for new customers. 

Instead of having to click through to your website to schedule an appointment, users can simply hit the ‘Schedule’ button that will appear next to your search result. 

Attributes

The attributes feature lets you highlight specific aspects of your business, like being women-led, veteran-led, Black-owned, or LGBTQ-friendly. 

This can help you connect with specific audiences and provide accessibility information, such as if your business has wheelchair ramps. 

Products and Services

Here, you can showcase your offerings with detailed descriptions, photos, and pricing. 

This gives customers a preview of what you offer before they even visit your website or physical location, which is another way to boost conversions. 

Once again, your goal is to make interacting with your business as quick and easy as possible for prospective customers. 

Build Customer Trust With GBP

GBP’s primary function is to present established, reliable businesses to online search users. 

Without a fully optimized listing, searchers may not completely understand what you offer, or they may suspect your business is not legitimate. 

So, when you claim and verify your business on Google, it signals to potential customers that your business is legitimate and trustworthy. 

Don’t believe us? 

Consider these stats that come directly from Google:

  • Customers are 2.7 times more likely to consider a business reputable if they find a complete GBP listing.
  • Customers are 70% more likely to visit and 50% more likely to consider purchasing from businesses with an optimized GBP listing.

However, if you want to generate more business, you’ll also need to build trust with your customers. 

Unsurprisingly, positive reviews are one of the best ways for businesses to build trust. 

Research shows that 84% of customers trust online reviews as much as personal recommendations. That’s why they matter so much for your ranking and overall brand. 

Maximize Your Local SEO

People who are searching for local businesses are often ready to make a purchase.

They’ve already done their online research on your products or services (thanks to Search and Maps) and are ready to purchase a product, make a reservation, or book an appointment with you. 

Note that the Google Map results don’t always show up at the top, but people still tend to click on them even if they are farther down the page. 

Juris Digital did a heat map study and discovered that around 32% of people clicked on Google Maps results, while the remaining users clicked on organic search results or paid ads. This means you have a very real incentive to appear in Google Maps results, which is only possible through GBP. 

Also, according to Moz’s local search ranking factors, Google Business Profile consistently ranks first for ranking factors in local map search and is also a significant factor in local organic search.

Increased Visibility in Google Search and Maps

Having a Google Business Profile is essential for improving your business’s visibility in local search results, especially when users search for services or products ‘near me.’ 

This increased visibility has the potential to drive more foot traffic to your brick-and-mortar business. 

How’s that?

It’s because a GBP listing makes your business more accessible to potential customers who are ready to purchase.

Backlinko’s research found that 76% of consumers who search for ‘near me’ keywords on Google will visit the physical business within a day, so we didn’t just pull this fact out of nowhere! 

That’s not to mention the additional benefits you’ll reap from appearing in the local pack SERP feature mentioned previously. 

While the exact criteria for appearing in the local pack are not fully known, these factors can significantly boost your chances:

  • Optimizing your Google Business Profile
  • Accumulating customer reviews
  • Engaging on social media
  • Being listed on top citation sites like Yelp or Yahoo Local

Next Steps: Optimize Your Google Business Profile

Now that you understand the importance of a Google Business Profile listing for your local SEO, your next step should be to start optimizing it to fully benefit from Google’s offerings. This is where you can get creative to attract new customers and increase conversions.

Our Learning Hub chapter, “How to Optimize Your Google Business Profile Listing,” provides step-by-step instructions on how to make your profile stand out.

Here’s a sneak peek of the optimization advice we provide:

  • What’s the most important information to include in your listing?
  • Where can you include keywords?
  • How should you format your business’s NAP?
  • What’s the best way to photograph your business?
  • Is it worth adding videos to the GBP listing?

Also in this guide: 

➡️How to Use Google Posts: This section will show you how to master Google Posts. Learn what they are, how to create engaging content, and track your results to watch your visibility soar! 

➡️How To Claim Your Google My Business Listing: This section includes step-by-step instructions on setting up your Google Business Profile and optimizing it to rank higher in local search.

➡️How To Get Google Reviews: Discover proven strategies to earn authentic reviews and build trust with potential customers. Plus, learn how to tackle fake reviews effectively.

Want to become an expert SEO?

The HOTH Learning Hub is here to answer your questions about SEO and help you kickstart a winning campaign. Check it out to learn even more about everything related to digital marketing!

Ready To Grow Your Business?

Now that you can officially answer the question ‘What is Google Business Profile?’ It’s time to put that knowledge into practice. 

If you don’t have an active online presence on Google Business Profile (formerly Google My Business), you could be missing out on a ton of potential customers. 

Our local SEO gurus are experts at optimizing web pages with localized keywords, getting your business listed in high-traffic directories, and making your Google Business Profile the best it can be – so don’t wait to try out our services. 

Also, feel free to contact us if you need help getting started with your marketing strategies.