What is Google Business Profile and why is it essential for your business?

What is Google Business Profile?

Google Business Profile is a free tool that allows you to manage how your business appears across Google's services, including Google Search and Google Maps. Think of it as your business's digital shopfront that customers see when they search for businesses like yours.

When someone searches for "plumber near me" or "best coffee shop in Manchester," Google Business Profile is what determines whether your business appears in those crucial local search results. It's where potential customers find your contact details, opening hours, location, and what other customers think about your business.

For small business owners, this free tool can be the difference between thriving and struggling to attract new customers. It's often the first impression people have of your business online, making it absolutely essential to get it right.

The name change from Google My Business

You might have heard this service called "Google My Business" or "GMB" - that's the old name. In 2021, Google rebranded it to "Google Business Profile" to better reflect what it actually does. The functionality remains largely the same, but Google has been continuously adding new features and improving the service.

If you see references to Google My Business online, they're talking about the same thing as Google Business Profile. Don't worry - any existing listings you had under the old name automatically transitioned to the new system.

Why Google Business Profile matters more than ever in 2025

Local searches have become the backbone of how customers find businesses. Here are the compelling statistics that show why you can't afford to ignore Google Business Profile in 2025:

• 46% of all Google searches are looking for local information
• 88% of consumers who search for a local business on mobile visit or call within 24 hours
• Businesses with complete profiles are 80% more likely to appear in search results
• 71% of users click on results from the first page of search results

The rise of mobile-first customers

Your customers are increasingly searching on their phones while they're out and about, looking for immediate solutions. They want to know if you're open right now, how to get to your location, and what other customers think of your business - all before they decide whether to contact you.

AI and search evolution

Google's introduction of AI Overviews in 2024 means that well-optimised Business Profiles now feed into AI-generated search responses. This gives properly managed profiles even more visibility and authority in search results.

Key benefits for small businesses

It's completely free

Unlike paid advertising, Google Business Profile doesn't cost anything to set up or maintain. This makes it perfect for small businesses working with limited marketing budgets. You're getting prime real estate in Google's search results without paying a penny.

Immediate visibility boost

A well-optimised profile can help you appear in the coveted "Local Pack" - those top three business listings that appear with a map when someone searches for local services. Being in the Local Pack dramatically increases your chances of getting contacted by potential customers.

Direct customer interaction

Customers can message you directly through your profile, ask questions, and leave reviews. This direct line of communication helps build trust and allows you to address concerns quickly.

Showcase your business personality

Through photos, posts, and responses to reviews, you can show potential customers what makes your business special. This is particularly valuable for small businesses that rely on personal relationships and local reputation.

Valuable customer insights

The platform provides detailed analytics showing how customers find your business, what actions they take, and which content performs best. This information helps you make better marketing decisions.

Major updates in 2024 and 2025

Stricter verification requirements

Google now requires stronger verification for new profiles, including video verification for some businesses. This might seem like extra work, but it's actually good news - it means fewer fake listings competing with legitimate businesses like yours.

Enhanced visual search capabilities

Google Lens integration means customers can now search for businesses using photos. High-quality, authentic photos of your business are more important than ever for being discovered through visual searches.

AI-powered features

New AI tools help automatically optimise your photos and even suggest content for posts. Google's AI Overviews now pull information from Business Profiles to answer customer queries, giving well-optimised profiles more exposure.

Mandatory verification for Local Services Ads

Since November 2024, you must have a verified Google Business Profile to run Local Services Ads. This makes verification essential if you want to use Google's paid advertising options.

Enhanced review management

Google has introduced stricter penalties for fake reviews and new tools to help legitimate businesses showcase authentic customer feedback, including support for customer-generated video reviews.

Improved messaging capabilities

New integrations with WhatsApp and SMS make it easier for customers to contact you directly, though some messaging features have been simplified to focus on the most effective communication channels.

Setting up your Google Business Profile

Setting up your profile is straightforward, but it's important to do it properly from the start. Here's a step-by-step approach that even the least technical person can follow:

Step 1: Check if you already have a listing

Search for your business name and location on Google. You might already have a basic listing that customers or Google created automatically. If so, you can claim and verify it rather than starting from scratch.

Step 2: Go to Google Business Profile

Visit business.google.com and sign in with your Google account. If you don't have a Google account, you'll need to create one - it's free and takes just a few minutes.

Step 3: Add your business information

You'll need to provide:

• Business name: Use your exact business name as it appears on your shopfront or letterhead
• Category: Choose the most specific category that describes what you do
• Address: Your exact business address (or service area if you don't have a physical location customers visit)
• Phone number: A local phone number that customers can reach you on
• Website: Your business website if you have one
• Opening hours: When customers can visit or contact you

Step 4: Verify your business

Google will ask you to verify that you're the actual business owner. This usually happens through:

• A postcard sent to your business address with a verification code
• A phone call to your business number
• Video verification (for some business types)

Verification is crucial - unverified profiles have much lower visibility in search results.

Optimising your profile for maximum visibility

Having a profile is just the beginning. To really stand out and attract customers, you need to optimise it properly. Here's how to do it without getting overwhelmed:

Write a compelling business description

You have up to 500 characters to explain what makes your business special. Focus on:

• What you do in simple, clear language
• What makes you different from competitors
• Who you serve (your ideal customers)
• Your local area naturally mentioned

Good example: "Family-owned bakery specialising in organic, handmade pastries using local ingredients. Serving Birmingham with fresh bread, custom cakes, and artisan coffee since 2018."

Avoid: "Best bakery in Birmingham! Amazing deals! Call now for discounts!"

Add high-quality photos

Visual content is more important than ever in 2025. Businesses with photos receive 42% more requests for directions and 35% more website clicks. You need:

• Exterior photos: Show your shopfront so customers can recognise your business
• Interior photos: Help customers know what to expect inside
• Product or service photos: Showcase what you offer
• Team photos: Put a human face to your business

Photo requirements for 2025:

• Minimum 720p resolution
• Authentic photos of your actual business (no stock images)
• Well-lit and clear
• Recent photos that accurately represent your current business

Choose the right categories

Select the most specific primary category that describes your business, then add relevant secondary categories. For example, don't just choose "Restaurant" - pick "Indian Restaurant" or "Pizza Restaurant" to be more specific.

Keep your information accurate and current

This seems obvious, but it's crucial. Make sure your:

• Opening hours are always up to date, especially during holidays
• Contact details work and are monitored
• Address is exactly as it appears in real life
• Website link goes to the right page

Use Google Posts regularly

Google Posts let you share updates, offers, and news directly on your profile. Posts older than three months lose visibility, so aim to post at least weekly with:

• News about your business
• Special offers or seasonal promotions
• Behind-the-scenes content
• Community involvement

Managing reviews and customer engagement

Reviews are one of the most important factors for local search rankings and customer trust. In 2025, 92% of customers won't use a business with less than a 4-star rating, making review management essential for success.

Encouraging genuine reviews

Google provides QR codes that make it easy for customers to leave reviews. You can:

• Display QR codes at your checkout or service completion points
• Include review requests in follow-up emails
• Simply ask satisfied customers to share their experience online

Important: Never pay for reviews or offer incentives for positive reviews - Google's 2024 crackdown on fake reviews means penalties are swift and severe.

Responding to reviews professionally

Respond to all reviews, both positive and negative. This shows potential customers that you care about feedback and are actively managing your business.

For positive reviews: Keep it simple and genuine. "Thank you for taking the time to review us, Sarah! We're delighted you enjoyed your experience and look forward to seeing you again soon."

For negative reviews: Stay calm, professional, and solution-focused. "Thank you for your feedback, John. I'm sorry your experience wasn't what you expected. Please contact us directly on [phone number] so we can discuss this further and make it right."

Customer messaging

Google Business Profile now supports integration with WhatsApp and SMS, making it easier for customers to contact you directly. Set up messaging to:

• Answer quick questions about your services
• Handle booking enquiries
• Provide directions or opening hours
• Follow up on customer concerns

Common mistakes to avoid

Many small business owners make these mistakes that hurt their visibility and credibility:

Stuffing keywords in your business name

Wrong: "Bob's Plumbing - Best Emergency Plumber in London 24/7 Cheap"
Right: "Bob's Plumbing Services"

Google's AI can now detect keyword stuffing and may penalise your profile for it.

Using poor quality or misleading photos

Blurry photos, stock images, or photos that don't accurately represent your business will hurt your credibility and may violate Google's guidelines.

Ignoring your profile after setup

Setting up your profile is just the beginning. Businesses that regularly update their profiles, respond to reviews, and post fresh content see much better results.

Inconsistent information across platforms

Make sure your business name, address, and phone number (NAP) are exactly the same on your website, social media, and any online directories you're listed in.

Not monitoring your profile

Check your profile regularly for new reviews, questions from customers, or any changes to your information that might need updating.

Measuring your success

Google Business Profile provides free analytics that help you understand how customers find and interact with your business. Key metrics to monitor include:

How customers find your business

• Direct searches: People searching specifically for your business name
• Discovery searches: People finding you through category searches like "dentist near me"
• Branded searches: Searches that include your business name

What actions customers take

The 2024 data shows typical engagement patterns:

• Website visits (48%): Customers wanting more information before taking action
• Direction requests (34%): People ready to visit your location
• Phone calls (17%): Customers preferring direct communication

Photo performance

See which photos customers view most often and use this information to add more similar content.

Review these insights monthly to understand what's working and where you can improve. If you're getting lots of direction requests but few phone calls, perhaps make your phone number more prominent. If website visits are high but conversions are low, you might need to improve your website.

Getting started today

Google Business Profile isn't just another marketing task to add to your already overwhelming list - it's one of the most effective ways to attract new customers without spending money on advertising. In 2025, with AI making search results more competitive and customers increasingly relying on local searches, having an optimised profile isn't optional anymore.

The good news is that you don't need to be a marketing expert to succeed with Google Business Profile. By following the straightforward steps in this guide and committing to regular, simple maintenance, you can significantly improve your business's online visibility and attract more customers.

Remember, your competitors might be ahead of you right now, but Google Business Profile gives every business - regardless of size or budget - the opportunity to compete effectively in local search. The question isn't whether you can afford to set this up properly, it's whether you can afford not to.

Start today, stay consistent, and watch as more customers discover your business through Google's most powerful local marketing platform.