In today’s digital-first world, local businesses no longer depend solely on word-of-mouth or foot traffic. Instead, the majority of potential customers turn to Google Search and Google Maps to discover products, services, and nearby businesses. According to recent studies, 80% of local customers choose businesses with an optimized Google Business Profile (GBP) over those without one.
But why is this the case? And how can you ensure your business doesn’t miss out on this massive opportunity? Let’s dive deep into the reasons.
What is a Google Business Profile (GBP)?
Google Business Profile, formerly known as Google My Business (GMB), is a free tool provided by Google that allows businesses to manage their presence on Google Search and Google Maps.
With a GBP, you can:
- Display your business name, address, and phone number (NAP)
- Showcase photos, videos, and services
- Collect and respond to customer reviews
- Share posts, offers, and updates
- Highlight your opening hours
- Enable features like messaging, booking, and directions
In short, your GBP acts as your digital storefront on Google, which is the first place most customers look before visiting a physical store or making a purchase decision.
Why Local Customers Prefer Optimized Business Profiles
Here are the top reasons why customers are 80% more likely to choose businesses with optimized Google Business Profiles:
1. Trust and Credibility
- Customers see verified information such as contact details, reviews, and photos, which makes the business appear legitimate and trustworthy.
- Profiles with reviews and updated information rank higher in local search results, further boosting credibility.
2. Better Visibility in Google Maps & Local Pack
- When users search “restaurants near me” or “plumber in [city],” Google displays the Local 3-Pack (top three business listings).
- Optimized GBPs are more likely to appear in this prime real estate, attracting more clicks and calls.
3. Customer Reviews Influence Decisions
- According to BrightLocal, 87% of people read online reviews before choosing a local business.
- A GBP makes reviews front and center, and businesses that respond to reviews show they care about customer feedback.
4. Convenience and Quick Information
- An optimized GBP provides everything customers need at a glance: directions, phone number, website, photos, and hours.
- This instant access to information often leads to immediate action like a phone call or store visit.
5. Visual Appeal Through Photos & Videos
- Businesses that upload high-quality images of their store, team, or products get 42% more requests for directions and 35% more website clicks than those without visuals.
- Customers trust what they can see.
6. Special Features Drive Engagement
- GBP offers features like “Book Now,” “Order Online,” and “Chat”, making customer interaction seamless.
- Businesses that actively use these features stand out from competitors.
Real-World Example
Imagine you’re looking for a nearby coffee shop. You see two listings on Google Maps:
Cafe A – Has photos, reviews, menu, hours updated, and a 4.5-star rating. Cafe B – No photos, no reviews, missing business hours.
Which one would you choose?
Like most people, you’d choose Cafe A — because it feels trustworthy and professional.
How to Optimize Your Google Business Profile
If you want to attract more local customers, optimization is key. Here’s how:
1. Claim and Verify Your Profile
Make sure your profile is verified by Google so it can appear in search results.
2. Provide Complete and Accurate Information
- Business name, address, and phone number (NAP)
- Website and category (restaurant, lawyer, salon, etc.)
- Opening and closing hours
3. Add High-Quality Photos and Videos
Show your storefront, interior, staff, and services.
4. Collect and Respond to Reviews
- Encourage happy customers to leave reviews.
- Respond politely to both positive and negative feedback.
5. Use Posts and Updates
Share promotions, events, or new products regularly to stay visible.
6. Enable Features Like Messaging and Booking
Make it easy for customers to take action without leaving Google.
Benefits of an Optimized Google Business Profile
- Higher search visibility → More clicks and calls
- Improved customer trust → Better brand reputation
- Increased foot traffic → More store visits
- Boost in sales and revenue → Customers take faster action
In fact, businesses with complete and optimized profiles see 70% more visits and 50% more sales conversions than incomplete ones.
The Future of Local SEO and Google Business Profiles
As voice search (“Hey Google, find a dentist near me”) and mobile-first searches continue to rise, the importance of GBP will only grow. Local businesses that invest in optimization today will stay ahead of competitors tomorrow.
