Is a Google Business Profile Right for Your Business?

What is a Google Business Profile?

A Google Business Profile (GBP, formerly Google My Business) is a free tool from Google that allows businesses and organizations to manage their online presence across Google Search and Maps. GBP listings appear in a variety of places across Google, including:

  • The main search results page (SERP)
  • Google Maps
  • The Local Pack (the top 3 local businesses that appear for a relevant search)
  • Google Knowledge Panel (the sidebar that appears on the right-hand side of the SERP for branded searches)

GBPs are essential for local SEO (Search Engine Optimization). A well-optimized GBP listing can help your business rank higher in local search results, making it easier for potential customers to find you online and driving more foot traffic to your store or office.

Benefits of Using a Google Business Profile

There are many benefits to using a Google Business Profile, including:

  • Increased visibility: A GBP listing can help your business appear in more local searches, making it easier for potential customers to find you.
  • Improved click-through rate (CTR): GBP listings are highly visible and often include photos, reviews, and other engaging content that can help improve your CTR. GBP listings often appear before the organic listings, making them prime real estate in the SERPs.
  • Enhanced credibility: A verified GBP listing can help build trust and credibility with potential customers. People are more likely to do business with a company they perceive as established and reliable. GBP listings provide that visual proof.
  • Valuable insights: GBP provides businesses with valuable insights into how customers are finding and interacting with their listings. This information can be used to improve your overall marketing strategy. Information includes search queries used to find your business and where those searches originated (Google Maps or Google Search), customer actions taken on your listing, direction requests, phone calls, and website clicks.
  • Cost-effective marketing: GBP is a free tool that can be used to effectively market your business online. For businesses with limited marketing dollars, GBP is a great way to level the playing field and compete with larger companies.
  • Mobile-friendly: More and more consumers are using their mobile devices to find information about local businesses. A GBP listing can help you reach these mobile users and drive more traffic to your website or store.

How to Create a Google Business Profile

Creating a Google Business Profile is a fairly straightforward process. Simply follow these steps:

  1. Go to and click on the Manage now button.
  2. Sign in to your Google Account, or create one if you don’t already have one.
  3. Enter your business name and address. Make sure your NAP (Name, Address, Phone number) is consistent across all platforms. This helps Google understand that this is a legitimate business and not a spam listing.
  4. Choose the category that best describes your business. Be specific. Instead of retail choose Women’s Clothing Store. This will help your business appear in searches for those specific products or services.
  5. Add your business hours. This lets customers know when you are open for business. You can also set special hours for holidays or other times when your business will be open or closed during non-traditional business hours. Don’t make customers guess if you’re open. Google allows you to set More Hours to accommodate different operating schedules.
  6. Add your website and phone number.
  7. Verify your listing. This can be done by postcard, phone, or email.

How to Optimize Your Google Business Profile

Once you’ve created your GBP listing, it’s important to optimize it for maximum visibility and engagement. Here are a few tips:

  • Choose the right categories: As stated above, be specific! Choosing the right categories will help your business appear in the right search results.
  • Use high-quality photos and videos: Photos and videos can help your GBP listing stand out from the competition and make it more visually appealing to potential customers. They say a picture is worth a thousand words, and that is true for your GBP listing. Make sure your images are high quality and represent your brand well. Google provides guidance on image sizes so check Google for the most up-to-date recommendations.
  • Encourage customer reviews: Customer reviews are one of the most important ranking factors for local SEO. Encourage your customers to leave reviews on your GBP listing by asking in person, sending out email reminders, or including links on your website and social media pages. Respond to all reviews – positive and negative! This shows that you are engaged with your customers and care about their feedback. Thank customers for positive reviews. When responding to negative reviews, be professional and try to take the conversation offline. This shows that you are taking their feedback seriously and are willing to work to resolve any issues.
  • Add posts regularly: Google allows you to make posts on your GBP page. These posts can be about new products or services, special offers, upcoming events, or anything else you think your customers would find valuable. This is free advertising! Take advantage of it! Use a variety of post types – text, photos, and videos. Check Google for the most current image size recommendations.
  • Use Google My Business products: Google offers several products that businesses can use to engage with customers. These include Google Posts, Google Messaging, and Google Bookings. Google Posts allows you to share timely updates, offers, and events with your customers. Google Messaging allows customers to send messages directly to your business through your GBP listing. Google Bookings makes it easy for customers to schedule appointments with you directly from your GBP listing.

How to Measure the Success of Your Google Business Profile

It’s important to track your results and make necessary adjustments along the way. Google My Business provides insights that show how customers are interacting with your listing, so you can track your progress and measure the success of your GBP strategy. Here are some metrics to track:

  • How customers find your listing: Track whether customers are finding your business through Google Search or Google Maps.
  • Where customers are coming from: Are customers coming from your website, social media, or directly from your GBP listing?
  • Customer actions: Track customer actions on your GBP listing, such as website visits, phone calls, and direction requests.
  • Photos: See how many views your photos are getting. Are potential customers seeing the best of your business? Compare your photos views to other businesses in your category to see how you stack up.

By tracking these metrics, you can see what’s working well and what areas need improvement. You can then make changes to your GBP listing and overall marketing strategy to improve your results.


A Google Business Profile is a powerful tool that can be used to increase visibility, attract new customers, and grow your business. By following the tips in this guide, you can create a GBP listing that will help you achieve your business goals.

Note: Zing Business Systems provides done-for-you solutions for Google Business Profiles or provides ideas and solutions for the DIY business owner.

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