Why a Google Business Profile is critical to success

Having a robust online presence is almost non-negotiable for every businesses, of any size.

One of the most powerful - and least understood - tools in your digital toolkit is a Google Business Profile (GBP).

This is more than just 'being-on-google', but is a dedicated profile that any business can claim and use to get more leads.

Formerly known as Google My Business, this free platform allows businesses to manage their presence across Google Search and Maps.

Why this is so important is because less and less search traffic is actually making it to websites - but are instead being serviced by these profiles directly.

So whether you're a small café in Melbourne or a national service provider, a well-optimised Google Business Profile enhances your visibility, builds credibility, and connects you with customers.

In this article, we’ll explore why a Google Business Profile is a cornerstone of business success and how it can transform your local and digital marketing efforts.

Here is a quick overview of what you need to know before we dive in.

#1. Enhancing Local SEO

When customers search for products or services “near me,” a Google Business Profile is your ticket to appearing in those local search results.

Local SEO is the practice of optimising your online presence to attract more business from relevant local searches, and a GBP plays a pivotal role in this strategy.

How a Google Business Profile impacts local SEO

• Ensures your business appears in Google Maps and the local “3-Pack,” which is the top three businesses displayed in relevant local queries.
• Improves ranking potential by providing Google with consistent, accurate, and up-to-date information.

How to stand out in local discovery

If you want to be found in the thousands of local searches each day, you'll want to:

• Complete every section of your profile, including address, hours, and services.
• Use localised keywords in your business description (e.g., “family-owned Brisbane bakery”).
• Upload photos and videos showcasing your offerings.
• Ensure NAP (Name, Address, Phone Number) consistency across your website and directory listings.

#2. Improving Business Visibility

Your Google Business Profile is your digital storefront— the first impression potential customers have of your business.

A well-maintained GBP ensures that critical information is at your customers’ fingertips, helping them decide whether to visit your location, contact you, or explore your offerings further.

Key features that boost visibility:

• Business hours and real-time updates (e.g., holiday closures).
• Location and directions displayed on Google Maps.
• Click-to-call buttons and links to your website or booking platform.

Steps to Maximise Exposure

1. Keep your profile updated with accurate information.
2. Regularly upload high-quality photos of your products, services, and team.
3. Use attributes like “wheelchair accessible” or “family-friendly” to cater to specific customer needs.

#3. Building Credibility with Reviews

People only buy from businesses they know, like and trust.

All three of these are important, but 'Trust' is the biggest win on GPR for attracting and retaining customers.

That's because your reviews on your Google Business Profile provide a transparent glimpse into your business’s reputation. Positive reviews can sway potential customers and differentiate you from competitors.

How customer reviews build trust:

• They showcase authentic customer experiences, both positive and constructive.
• High ratings signal reliability and quality, influencing purchase decisions.

Strategies for Encouraging Reviews

• Politely request reviews from happy customers, whether in person or via email.
• Respond to all reviews—thank customers for positive feedback and professionally address any concerns raised.
• Avoid offering incentives for reviews, as this violates Google’s guidelines.

#4. Engaging with Customers Through Features

One of the standout advantages of a Google Business Profile is its interactive capabilities, which allow businesses to engage directly with potential customers.

This two-way communication builds trust and encourages repeat business.

Interactive features to boost engagement:

• Messaging: Enables real-time conversations with customers.
• Q&A: Provides a space for answering common questions.
• Bookings: Allows customers to schedule services directly through the profile.

Benefits of Active Engagement

• Responding to inquiries quickly enhances customer satisfaction.
• Updating FAQs or highlighting key offerings demonstrates attentiveness and expertise.

#5. Analyzing Performance with Insights

Your Google Business Profile isn’t just a tool for visibility - it’s also a treasure trove of data that can guide your marketing strategies.

Google provides detailed analytics through GBP Insights, allowing you to track and refine your performance.

What GBP Insights can tell you:

• How customers find your business (e.g., direct search vs discovery).
• Customer actions, such as website visits, direction requests, and calls.
• Peak times when users interact with your profile.

Actionable Uses for Insights

• Use search term data to adjust your SEO strategy.
• Increase availability during high-traffic hours.
• Assess the effectiveness of promotional campaigns based on profile engagement.

#6. Competitive Advantage

In a competitive market, standing out is crucial - and a well-optimised Google Business Profile can give you the edge.

By showcasing unique selling points and offering a seamless customer experience, you can outperform competitors.

Ways to gain an edge with GBP:

• Highlight services, product categories, and specialties in your business description.
• Use images and videos to visually communicate quality and professionalism.
• Leverage features like special offers, events, and posts to keep your audience engaged.

Examples of Standing Out

• A Sydney-based café uses posts to promote seasonal specials and events, drawing in local traffic.
• A Brisbane gym highlights its 24/7 access and premium facilities through high-quality images, attracting fitness enthusiasts.

Conclusion

A Google Business Profile is not just a directory listing - it’s one of the most important tools that impacts local SEO, boosts visibility and can get you more business.

By optimising your profile and leveraging its features, your business will be better positioned to get in front of more searches.

Creating and managing your Google Business Profile can be down in-house for most small businesses, but if you're looking to scale and get expert assistance, get in touch with Wolf IQ.