In this day and age, having an online presence is crucial for potential customers to discover your business and services. However, ranking your website at the top on Google search engine results pages (SERPs) is becoming increasingly competitive.
This is where a Google Business Profile (GBP) is very useful. A Google Business Profile is separate from your website; it is a business listing that appears in Google search results. Google uses the information in your GBP to match your business to local and relevant searches, increasing your online visibility; even if your website isn’t on page one. The most visible result of this is the Local Pack (the top three business listings for local searches).
For example, when someone searches “food near me,” “plumbers in local city,” or “coffee shop,” the businesses that appear first are local businesses with strong, optimized Google Business Profiles. If you’ve ever used Google Search or Google Maps to find restaurants, shops, or services, you’ve already interacted with a GBP.
A well-optimized GBP helps local businesses appear more prominently and quickly than competitors, even those with a well ranking website.
What is a Google Business Profile?
A Google Business Profile (formerly known as Google My Business) is a free business listing tool Google provides for business owners to create and manage how your business appears on Google Search and Google Maps.
When someone searches your business by name or by service + location, your GBP creates the rich information panel (on the right on desktop, at the top on mobile) that includes:
- Business name, address, phone number (NAP)
- Hours of operation
- Website link
- Description & primary category
- Services and products (with prices)
- Photos & videos
- Customer reviews & star rating
Without a claimed and optimized GBP, your business misses out on Local Pack visibility, map placement, and critical local SEO signals, making it much harder for nearby customers to find you.
Why Google Business Profiles Are Essential
- Appears in the Local Pack & Maps
- Often the very first thing customers see; no need to scroll
- Builds instant trust
- Reviews, photos, and complete info make you look professional
- Drives direct actions
- One tap call, directions, messaging, or booking
- Improves local SEO ranking
- Google rewards complete, active, and frequently updated profiles
- Valuable insights
- See exactly how customers find and interact with you
Key Steps of Setting Up Your Google Business Profile
1. Fill Out Every Piece of Information
The more information you can give Google the better. Google wants to understand your business. The more complete you make your profile, the more likely you’ll show up for relevant searches in SERPs or Google maps. Always include:
- Accurate name, address, phone (NAP)
- Detailed business description
- Primary + secondary categories
- Full list of services/products
- Regular business hours (including holidays/special hours)
2. The Power of Photos & Videos
Photos and video don’t directly increase your GBP rankings; however, they do increase user engagement giving you more relevance helping your GBP rank higher. Businesses with photos and videos are also more likely to receive phone calls and get more direct website visits.
What to upload:
- Exterior pictures
- Interior pictures
- Product/service photos
- Completed projects or showroom
How often should you add new photos or videos to your profile? There is not a hard rule for this, but if there is activity on your profile once or twice a month, Google knows that your profile is still active and current.
3. Google Reviews: Your Most Powerful Trust Signal
Reviews are a very important deciding factor if a new customer is going to use your business. Some studies show that over 70% of users check online reviews when researching a local business. Reviews not only builds trust with your customers, but it also builds trustworthiness and authority with Google, helping your profile rank higher.
Make asking customers to leave you a review part of your process. Send a review request via text or email after a good customer experience.
4. Respond to Every Review (Even Negative Ones)
Responding to Google reviews does a couple of things. It shows customers that you care and value their feedback, good or bad. Building trust with potential customers. Responding to a negative review can open a line of communication to resolve the issue. Possibly winning back a disgruntled customer and getting a negative review removed. This can improve your business reputation as well, attracting more paying customers.
Responding to reviews is also a positive signal to Google you are active and engaged with your customers. Improving your Google Business Profile performance, contributing to your GBP ranking higher in local search results and Google maps.
Best practices:
- Respond within 24 – 48 hours
- Thank review by name for their feedback
- For negative reviews: Be professional and courteous, understand the situation, apologize if warranted, take responsibility, and offer a solution
Ready to Get Started?
Creating and claiming your Google Business Profile is 100% free and takes just minutes. Once you have set up your account, Google may require you to verify your location with storefront signage or legal documentation showing your a valid business at the provided location. If you can’t provide documentation Google may suspend your Google Business Profile.
→ Claim or create your profile here: business.google.com
→ Official Google guidelines: support.google.com/business
Once claimed, focus on 100% completion, consistently upload photos, collecting reviews, and responding to every single one. Do this consistently, and you’ll see more calls, foot traffic, and customers even in competitive markets.
If you rather have someone set up your Google Business Profile, here at Craft & Cloud Marketing, we can handle everything from initial setup, photo strategy to review management and ongoing posting, so you rank higher, get more calls, and focus on running your business.
Your Google Business Profile isn’t just a listing it’s one of the highest-ROI marketing tools available to local businesses today.