A Google Business Profile is a free listing from Google that showcases key details about your business online. When properly optimised, your profile increases the likelihood of appearing in local search results and on Google Maps, making it easier for potential customers to discover and connect with your business.
For this reason, a Google Business Profile plays a vital role in any effective local SEO strategy.
Optimising your GBP can have a MAJOR effect on your business’s online visibility in several important ways.
(1) Increase Your Visibility
Google Business Profile (GBP) data shows that users are 70% more likely to visit a business with a fully completed profile, and 50% more likely to consider making a purchase.
Without an optimised GBP, you’re likely missing out on valuable views, clicks, foot traffic, and ultimately, paying customers.
(2) Build Trust and Credibility
Trust plays a major role in purchasing decisions. When customers see a business as reliable and transparent, they feel more confident buying from it.
Your Google Business Profile helps establish this trust by clearly displaying essential information such as your physical location, contact details, and services. When users can easily verify who you are and what you offer, they’re far more likely to view your business as legitimate.
That said, inaccurate or outdated information can have the opposite effect, damaging trust and credibility.
Google also prioritises content that demonstrates the four pillars of E-E-A-T:
- Experience
- Expertise
- Authoritativeness
- Trust
The more complete, accurate, and trustworthy your GBP appears to both users and search engines, the better your chances of ranking higher in local search results.
(3) Foster Customer Engagement
Your Google Business Profile also creates opportunities for direct customer interaction, most notably through reviews.
Customer reviews help build trust with prospective buyers, as genuine feedback reassures them of your credibility. Reviews are also a local ranking factor, meaning more high-quality reviews can improve your visibility in search results.
In addition, the Q&A section allows users to ask and answer questions about your business. This helps potential customers find important information, such as parking availability, wheelchair access, or whether your location is dog-friendly, making it easier for them to decide whether to choose your business.
What Is Google My Business?
Google My Business is a free tool that helps businesses manage how they appear on Google Search and Google Maps. Once your profile is set up, you can showcase key information such as:
- Business name and category
- Physical address or service area
- Phone number and website
- Opening hours
- Photos and videos
- Customer reviews
- Posts and updates
A fully optimised Google Business Profile improves your visibility in local searches, making it easier for potential customers to find and contact you.
Think about how often you see businesses appear in Google Maps when searching for a service—your business could be one of them by setting up your listing today.
Does Google My Business Cost Anything?
No, Google My Business is 100% free.
The only time you’ll spend money with Google is if you choose to run Google Ads or Local Service Ads, which are managed separately. Simply creating and maintaining a Google Business Profile does not put you at risk of unexpected charges.
Every Business Needs a Google My Business Listing
How often do you click on the first business that appears in Google Maps or search results? Most people do—and your customers are no different.
A Google My Business listing helps you:
- Improve local search visibility
- Engage with customers more effectively
- Build trust through customer reviews
- Gain insights with built-in analytics
Keeping your profile updated with weekly posts, photos, and announcements gives potential customers a reason to choose your business. Reviews also play a major role—positive feedback can significantly increase enquiries and conversions.
Who Can Create a Google My Business Listing?
Google My Business is available to businesses that:
- Have a physical location, or
- Serve customers within a specific geographic area
Online, only businesses without a physical address or service area are not eligible.
If you ever need to change your address, Google may require additional verification — often through a short video call — to confirm your business location.
How to Optimise Your Google My Business Listing
Creating your profile is just the first step. To truly benefit from GMB, optimisation is key. Here’s how to get the most out of your listing:
- Keep your business information accurate and up to date
- Upload high-quality images and videos
- Collect and respond to customer reviews
- Publish regular posts and updates
- Use keywords strategically in your descriptions
- Enable messaging to communicate with customers
- Monitor performance using Google Insights
Google has also introduced a chat feature, allowing customers to contact you directly via text or WhatsApp—making it even easier to turn searches into enquiries.
Google My Business
Google My Business is a powerful, and free, tool for businesses looking to boost their online visibility and attract local customers. While Google does offer paid advertising options, a well-optimised Google Business Profile can generate traffic and leads at no cost.
If you’re still wondering how Google My Business works or want help optimising your listing, Direct Submit is here to help. Get in touch today by calling 0800 669 6848 and let us help you make the most of your online presence.
