The Importance of a Google Business Profile: Why It’s Not Just Another Listing

By Dipa Gandhi

 

Read it to me! Click the video below.

 

 

Every service area business wants to be discovered by potential customers. But with so many options out there, how do you stand out? A Google Business Profile (GBP) might seem like just another business listing, but it’s far more powerful than that. Here’s why it’s essential, and what you risk losing by not using it to its full potential.

 

You’re Invisible If You Don’t Optimize Your GBP

Let's face it: if you're not on Google, you're practically invisible. Research shows that 46% of all searches on Google are local, meaning people are actively looking for services in their area. But here's the catch—having a GBP is not enough. If it's not fully optimized, you're just another name in the endless sea of local businesses.

A local plumber once shared his experience. For years, he relied on word of mouth, believing his loyal customer base would keep him afloat. But he noticed a steady decline in calls. After a bit of digging, he found that competitors with active and optimized GBPs were appearing at the top of search results, while he was buried under several pages. It was a wake-up call.

Falling Behind Competitors Without It

Think about the last time you needed a quick service—maybe a locksmith or a roofer. Did you go beyond the first page of Google search results? If you’re like most people, probably not. And that’s the problem. Without a well-maintained GBP, you're missing out on one of the most cost-effective ways to appear in local search results. Competitors who understand this are already ahead, capturing the leads that should have been yours.

Here are some key reasons why an optimized GBP can make or break your business:

• Increased Visibility: Your GBP is often the first thing potential customers see when searching for services like yours. An optimized profile with complete information and high-quality images stands out.
• Trust and Credibility: A GBP with recent reviews, accurate information, and regular updates shows potential customers that your business is active and reliable.
• Easy Access to Reviews: Positive reviews on your GBP significantly impact your online reputation and influence purchasing decisions. Negative reviews, if handled well, can also build trust and show excellent customer service.

How an Active GBP Boosts Your Business

It's not just about visibility; it's about engagement. A cleaning business in Boston noticed a 35% increase in calls within two months of updating their GBP. They started by adding professional photos, responding promptly to every review, and frequently posting updates about their services. The result? More clicks, calls, and, ultimately, more clients.

Consider these strategies to optimize your GBP:

• Complete Every Field: Make sure your address, phone number, website, and hours of operation are accurate. Don't forget to add a compelling business description filled with relevant keywords.
• Ensure Compliance with Google’s Policies: Regularly review Google’s guidelines to ensure your profile complies with all rules. Non-compliance can lead to your profile being suspended or removed, which can have a serious impact on your visibility and credibility.
• Encourage Reviews: Ask satisfied customers to leave a review. Respond to all reviews—good and bad. Engaging with customers shows you care.
• Use High-Quality Photos: Pictures speak louder than words. Upload clear, professional images of your work, your team, and your workspace.
• Post Regular Updates: Share news, offers, and events to keep your profile fresh. Regular updates signal to Google that your business is active, which can boost your ranking.

The Cost of Neglect

Neglecting your GBP can be a costly mistake. Without it, you risk losing credibility, customers, and revenue. A local electrician found himself spending hundreds of dollars on paid ads without seeing much return. Meanwhile, his competitor, who invested time in maintaining their GBP, was getting a steady flow of organic leads for free.

What’s Next? Your Action Plan

Don't wait until you're invisible online. Here’s a simple checklist to get started:

• Audit your current GBP. Ensure all information is accurate and complete.
• Upload at least 5 high-quality photos.
• Respond to the last 10 reviews—both positive and negative.
• Post an update about a recent project or a special promotion.
• Regularly review Google’s policy to ensure compliance.
• Encourage every satisfied customer to leave a review.

By taking these steps, you’re not just maintaining a profile—you’re setting your business up for success. Make your Google Business Profile a powerful tool, not just another listing.

For more insights on leveraging your Google Business Profile, check out the Voices of Search podcast with Jordan Koene and guest speaker Dipa Gandhi where they dive deep into the strategies that work.