Local SEO: Why Your Google Business Profile Matters More Than You Think
Google Business Profile Is Your Digital Storefront
For local businesses, your Google Business Profile (GBP) often makes the first impression—before anyone even visits your website. When someone searches for a service near them, Google shows the local pack: a map with three businesses. Being in that top three can be the difference between a phone call and being invisible.
The Basics Most Businesses Miss
It sounds simple, but a surprising number of businesses have incomplete or outdated profiles. Make sure every field is filled out:
- Accurate business name, address, and phone number
- Current business hours, including holiday hours
- A clear, specific business description with relevant keywords
- The correct primary and secondary categories
- A link to your website and appointment booking if applicable
Photos Make a Measurable Difference
Businesses with more than 100 photos on their GBP get 520% more calls than the average business. You don’t need professional photography—authentic photos of your team, workspace, and products work well. Add new photos regularly to signal that your business is active.
Reviews Are Your Most Powerful Tool
The quantity and quality of your Google reviews directly impact your local ranking. Ask satisfied customers to leave reviews, and always respond to them—especially the negative ones. A thoughtful response to a critical review can actually build more trust than a five-star rating with no replies.
Post Regularly
Google Business Profile has a posts feature that most businesses ignore. Share updates, offers, events, or tips weekly. These posts appear in your profile and signal to Google that your business is active and engaged.