Google Business Profile: Features, SEO Benefits, and Optimization Tips
Google Business Profile (GBP) – formerly known as Google My Business – is a free tool that allows businesses to manage their presence on Google’s platforms, including Search and Maps. In essence, a GBP listing displays key information about a business (address, contact info, hours, reviews, etc.) right within Google’s search results, helping potential customers find and choose local businesses more easily.
Below we provide a comprehensive overview of GBP, its features, integration with Google Search/Maps, importance for local SEO, and tips to optimize your profile for maximum visibility.
Table of Contents
What Is Google Business Profile and Why Use It?
Google Business Profile is designed to help businesses be discovered in local search and to provide searchers with immediate, relevant information. By creating and verifying a GBP listing, a business can control how it appears in Google Search and Google Maps results. This includes showing the business name, location on the map, phone number, website, hours of operation, and more in Google’s interface. The information appears prominently in Google’s “knowledge panel” when someone searches for the business by name – a sidebar or info box that showcases the business’s details. It also appears in the Google Maps app or website when users search or browse nearby businesses. In short, GBP serves as an official business listing on Google, ensuring that customers get accurate, up-to-date details and helping businesses engage with those customers directly on the platform.
The purpose of GBP is to bridge the gap between your business and local consumers online. It was created to replace traditional phonebook listings with a dynamic digital profile. By maintaining a GBP, businesses can not only be found by people searching “[product/service] near me” or looking for specific businesses, but also influence those searchers’ decisions by showcasing reviews, photos, and timely updates. Google itself emphasizes that claiming and updating your Business Profile can improve your local search ranking and help match your business to the right searches. In fact, according to Google, businesses with complete and accurate GBP information are easier to match to relevant queries, meaning a well-maintained profile makes it more likely that you’ll show up when customers nearby are searching for what you offer.
Finally, it’s worth noting that Google My Business was rebranded to Google Business Profile in 2021. Along with this change, Google has increasingly integrated GBP management directly into Google Search and Maps (so owners can update their info by simply searching their business on Google while logged in). The rebrand reflects Google’s ongoing effort to make local business information more accessible and editable in real time. GBP remains a critical free tool for local marketing – effectively the modern “yellow pages” on the world’s most popular search engine.
Key Features of Google Business Profile
Google Business Profile offers a variety of features that allow business owners to showcase information and interact with customers. Here are the key features and what they do:
Business Information (NAP and Details):
Every GBP listing includes core business info – Name, Address, Phone (NAP) – as well as business category, website URL, hours of operation, and other details. Providing complete and accurate business information is crucial, as it helps Google understand your business and connect you with
relevant searches. You can also add attributes (like “wheelchair accessible” or “free Wi-Fi”) and a brief description of your business. Keeping this info up to date (especially hours and contact info) ensures customers know when and how they can reach you.
Posts (Updates and Offers): GBP includes a
Posts feature that lets you share announcements, promotions, events, or other updates directly on your profile. These posts appear in your listing on Search and Maps, helping you communicate timely information to customers. For example, you can post about a seasonal sale, a new product launch, or an upcoming event. Posts can include text, images or videos, and even call-to-action buttons (like “Call now” or “Learn more”). This feature essentially turns your GBP into a micro-social feed for local customers, allowing you to
engage audiences with fresh content and drive traffic or sales from Google searchers.
Photos and Videos: A picture is worth a thousand words, and on GBP, you can upload photos and videos to showcase your business. This can include your logo, interior and exterior photos, product shots, menu items, team photos, and more. Google encourages adding appealing, high-quality images, as they help tell the story of your business and show customers what you offer. Visual content can make your listing more attractive in search results – for instance, showing tasty food photos for a restaurant or pictures of completed projects for a contractor can entice more users to choose your business.
Regularly updating your gallery also signals that your business is active. (Tip: Geotagged and well-described photos might even help with your profile’s relevance in searches.)
Reviews and Ratings:
One of the most influential aspects of GBP is the customer reviews. Customers can leave star ratings (1–5 stars) and write reviews about their experience with your business. These reviews appear publicly on your profile, and the overall rating (average of stars) is displayed prominently in search results. Reviews are a critical form of social proof – 93% of consumers say online reviews influence their purchasing decisions, and according to some studies,
83% of consumers use Google to find local business reviews. Google explicitly notes that high-quality, positive reviews can improve your business’s visibility in search and make it more likely that shoppers will visit. Business owners can and should respond to reviews, which not only demonstrates good customer service but also can improve local SEO. In fact, Google’s local ranking factors include review quantity and positivity – “Google review count and review score” are taken into account, and more positive reviews can
boost your local ranking. Managing your GBP reviews by responding professionally (to both praise and complaints) is thus important for both reputation and ranking.
Messaging (Customer Chat):
Until recently, Google Business Profile offered a
messaging or chat feature that allowed customers to send messages directly to the business through the profile. When enabled, users viewing your profile could tap a “Message” button to start a text conversation, letting them ask questions or request information in real time. This feature provided a convenient way to handle inquiries (for example, questions about product availability or appointment bookings) without a phone call. However, as of mid-2024, Google has deprecated the native chat messaging feature. Google announced that the in-profile chat is
no longer available as of July 31, 2024. Customers can still contact businesses via phone or by visiting the website from the profile, and Google has rolled out alternative communication integrations, notably the ability for businesses to connect a WhatsApp number to their profile for messaging. This means that while the original GBP chat function is gone, you may be able to receive messages through WhatsApp or SMS if you link those, providing a “replacement” channel for quick customer inquiries. (It’s a good idea to keep an eye on Google’s updates in case new messaging options or integrations become available in the future.)
Q&A (Questions and Answers): The
Q&A section on Google Business Profiles is a
community-driven feature where the public can ask questions about your business, and anyone can answer. These questions appear on your profile (usually in the knowledge panel on Search or on your Maps listing), and they cover all sorts of things a potential customer might want to know – from “Do you have parking available?” to details about your services or pricing. As the business owner, you should monitor and participate in the Q&A: you can answer questions authoritatively (and even seed common FAQs by posting and answering your own questions, which many businesses do). This feature can be very helpful for prospective customers – it’s like an interactive FAQ. Just be aware that if left unattended, misinformation could spread (since
any Google user can answer). So it’s wise to periodically check your Q&A section and provide accurate answers to maintain a trustworthy profile.
Bookings/Reservations:
For certain industries (like restaurants, salons, or other appointment-based services), Google Business Profile integrates with booking systems. This can manifest as a “Book” or “Reserve” button on your profile. Through Google’s Reserve with Google program, users are able to schedule appointments, make reservations, or book services directly via your GBP listing in Search/Maps. For example, a restaurant might enable table reservations, or a yoga studio might allow class bookings straight from the Google interface. In many cases, this feature works by connecting your profile with Google’s approved booking partners (such as OpenTable, MindBody, etc.). It streamlines the conversion process by letting customers take action immediately after discovering your business. If your business offers appointments or reservations, it’s worth exploring the bookings integration to reduce friction for your customers. (Keep in mind, the availability of this feature varies by region and the third-party providers Google supports.)
Insights (Analytics Data): Google Business Profile provides an
Insights dashboard (recently also referred to as Performance metrics) that shows you how people find and interact with your listing. GBP Insights is an analytics feature that offers valuable data on your profile’s visibility and engagement. For instance, you can see how many times your business was viewed on Google Search vs. Google Maps, which search queries led people to your listing, and what actions viewers took. Key metrics include: views (split into search views and map views, indicating how often you appeared in search results vs. map results), search queries (the actual keywords people used to find you), and customer actions – such as how many people clicked the “Call” button, visited your website, requested driving directions, or viewed your photos. These insights help you understand customer behaviour and the effectiveness of your local marketing. For example, if you see a lot of direction requests, it suggests people are interested in visiting your location, whereas a low number of website clicks might indicate you should make your website link more prominent or compelling. By regularly reviewing Insights, business owners and marketers can refine their GBP optimization strategies (e.g., targeting popular search terms in their content, or adding photos if they notice high photo views).
Integration with Google Search and Maps
One of the greatest advantages of Google Business Profile is its tight integration with Google’s ubiquitous search and mapping services. When you maintain a GBP listing, your business information can surface in several prominent ways on Google:
Knowledge Panel on Google Search
If someone searches for your specific business name (or something very unique that clearly matches your business), Google will often display a knowledge panel on the search results page. This is a sidebar box – especially visible on desktop search – that pulls information from your Business Profile (and other sources) to show a summary of your business. It typically includes your name, address, phone, hours, map pin, reviews, photos, etc., right on the results page. This panel is extremely valuable real estate; it’s effectively a showcase of your business at a glance. By having an updated GBP, you ensure that this knowledge panel (when it appears) has the correct information and is appealing to customers. For example, a verified business with lots of positive reviews and photos will present a very credible and attractive knowledge panel, influencing searchers to trust and choose that business.
Local “Map Pack” Results
When users perform a local search – for example,
“coffee shop in [city]” or
“best pizza near me” – Google often displays a Local Pack (also known as the “3-pack” or “map pack”) at the top of the search results. The Local Pack is a snippet of Google Maps results embedded into search: it usually shows a map and the top three business listings relevant to the query, along with their ratings, address, etc. Appearing in this 3-pack is highly desirable for local businesses because it’s front-and-center on the results page. Your Google Business Profile is what feeds this information. In fact, the Local Pack results are essentially drawn from GBP listings. Google’s local algorithms evaluate businesses based on relevance, distance, and prominence to decide which profiles to show. If your profile is well-optimized (complete info, right category, good reviews, etc.), you have a better chance of being featured here. The impact can be significant – one study found that
42%
of searchers click on the Google Map Pack results when they see local search results, meaning a large portion of users bypass the regular organic links in favour of those top map-listed businesses.
Google Maps Search & Navigation
Aside from the search engine results page, your GBP is directly integrated with Google Maps. When users search for businesses within the Maps app or maps.google.com or simply browse the map, your listing can appear as a map pin and in the list of results. A robust profile helps you rank higher in Maps searches for relevant keywords (e.g., someone searching within Maps for “plumber” or “Italian restaurant” will get results influenced by the businesses’ GBP data and reviews). Moreover, features like photos, reviews, and Q&A are visible on your Maps listing, influencing users’ choices. Many users rely on Google Maps not just for directions but also for discovering places (it’s effectively a local search engine itself). Ensuring your profile is accurate on Maps (via GBP) means you’ll capture those navigating or exploring in your vicinity. For instance, a traveller in town might open Maps and search “restaurants near me” – only businesses with GBP listings will show up. Integration with Maps also means drive-time and directions data get tied to your profile: customers can easily tap “Directions” from your listing and navigate right to your store. All of these integration points underscore that GBP is the backbone of local discovery on Google.
In summary, Google Business Profile acts as the data source for how your business is presented across Google’s search and mapping ecosystem. By updating your GBP, you are simultaneously updating your information on Search (knowledge panels, local packs) and on Google Maps. This wide exposure is why having a GBP is so powerful – it’s a single hub that feeds multiple high-traffic platforms. As Google puts it, local results on Maps and Search are interconnected, and having a verified, optimized profile is key to appearing for those nearby searches. For marketers, this integration means efforts spent on GBP optimization can yield visibility both in traditional search results and in map-based queries, capturing users wherever they happen to be searching.
GBP’s Role in Local SEO (Why It’s Critical for Local Businesses)
If you’re focusing on local SEO (Search Engine Optimization), Google Business Profile is arguably the most critical factor to get right. Being listed (and optimized) on GBP greatly improves a business’s chances of showing up when local customers search for the products or services it offers. Here are a few reasons why GBP is so essential for local businesses and local SEO:
- Dominance of Local Search: A huge portion of Google searches are local in nature. Google has stated that nearly
46% of all searches have “local intent” – meaning the searcher is looking for something in a specific area or “near me”. Every day, people search for things like “coffee shop open now”, “bookstore in [town]”, or “best dentist near me”. If your business doesn’t have a presence in Google’s local results (which are driven by GBP), you miss out on those potential customers. Moreover, local searches often lead to action: about 50% of users who conduct a local search on their smartphone visit a physical store within one day, and a study found
78% of those local-mobile searches result in an offline purchase shortly thereafter. This underscores that appearing in local search can directly drive foot traffic and sales. Your Google Business Profile is the vehicle to capture that traffic – it’s what gets your business into those local results on both mobile and desktop.
- Visibility in the “Local Pack” and Organic Results: As mentioned, the Local Pack is prime real estate on Google.
Being featured in the Local Pack can dramatically increase your business’s visibility and credibility, since users see your rating, reviews count, and location immediately. Even if you’re not in the top 3 pack, a well-optimized GBP can help you rank just outside it, and you might still appear if the user clicks “View all” to see more places. Additionally, Google often blends GBP information into regular organic search results. For example, if someone searches your business name, Google might show a mini-profile snippet or highlight relevant info like “Located in [Mall Name]” or “Heavily reviewed for [feature]” pulled from GBP. All told, an updated GBP increases your chances of appearing in multiple sections of the search results page, capturing clicks that might otherwise go to competitors. It’s reported that the vast majority of local businesses get significant exposure through Search and Maps: one analysis noted
96% of local businesses are viewed at least 25 times per month in Google Search, and 86% are viewed 25+ times on Google Maps. Those numbers underline that if you have a GBP, you
will be seen by customers – the key is maximizing how often and how favourably you’re seen.
- Local Ranking Factors (Relevance, Distance, Prominence): Google’s criteria for ranking local results align closely with how well your Business Profile is optimized. The three main factors are Relevance, Distance, and Prominence.
- Relevance is about how well your profile matches what someone’s searching – ensuring you’ve listed all your services, chosen the right categories, and included keywords (in your business description, posts, etc.) helps with this.
- Distance is something you can’t control (it’s based on the searcher’s location relative to you), but having a precise address or defining a service area ensures Google knows where you serve.
- Prominence involves how well-known your business is, both offline and online – this is where things like review count and rating, as well as external mentions of your business, come in. An active GBP with lots of positive reviews will have higher prominence. Google explicitly notes that
“review count and score” factor into local ranking and that more positive reviews can improve your
local rank. In practice, this means that businesses that actively manage their GBP – keeping info current, accumulating good reviews, posting updates – tend to outrank those that set up a bare-bones profile and ignore it. From an SEO perspective, GBP is not optional; it’s foundational. For local businesses, GBP essentially
is the SEO for the local pack. Without it, your chances of appearing in local search are slim, regardless of how good your website’s SEO is, because Google gives a lot of weight to its own profile data for local results.
- Trust and Credibility for Users: Beyond pure rankings, having a robust Google Business Profile builds trust with potential customers. Many users will
search for a business on Google first to check reviews and see photos before deciding to visit or purchase. If your business doesn’t appear, or has sparse info or poor ratings, users may choose a competitor that looks more reputable. On the other hand, a business that shows up with a complete profile, plenty of reviews (and especially if they respond to those reviews), photos, and recent posts comes across as more professional, reliable, and engaged with customers. According to BrightLocal’s consumer survey,
87% of consumers used Google to evaluate local businesses in 2022 (up from 81% the year prior) – indicating that
most people turn to Google reviews and profiles as a first step in vetting local businesses. This means your GBP often creates the first impression. It’s critical for local SEO not just to rank, but to
convert: a compelling profile can convince a searcher to pick your business right from the search results, functioning like a mini-website that funnels them to call you, get directions, or visit your site. In the competitive local landscape, not leveraging GBP is like leaving your store’s lights off during business hours – customers might overlook you in favor of the bright, welcoming listing next door.
In summary, Google Business Profile is central to local SEO success. It helps ensure your business appears in local searches, stands out in map results, and provides the social proof (via reviews) that customers often rely on. For any local business or marketing agency working on behalf of one, optimizing GBP should be a top priority alongside your website and other marketing efforts.
How GBP Influences the Local Pack and Map Results
When it comes to the coveted Local Pack (the map + 3 listings snippet on Google Search) and visibility within Google Maps, a well-optimized Google Business Profile is the key driver. Google pulls the Local Pack listings directly from its index of Business Profiles, so essentially, your GBP is your ticket into the Local Pack. Here’s how GBP contributes to success in these areas:
- Local Pack Visibility: The Local Pack (also called the 3-Pack) features the top three local results for a query, and appearing here can greatly increase clicks and calls to your business. Since Google uses GBP data to populate the Local Pack, optimizing your profile improves your chances of being included. Key factors include having the right category (so you are considered relevant to the query), a high average rating and number of reviews (for prominence), and proximity to the searcher. By filling out all GBP fields and keeping your profile active, you signal to Google that your business is a strong match. For example, if a user searches “best pizza in [town]”, Google will look at all verified pizzeria profiles in that area. Those with Pizza Restaurant as a category, lots of 5-star reviews mentioning “pizza,” and complete info will likely outrank a profile with incomplete info or fewer reviews. In effect, an optimized GBP increases your likelihood of securing one of those three coveted spots, which in turn drives a large share of user engagement (given that many users don’t scroll past the map pack). It’s no surprise that businesses in the Local Pack get a significant boost – studies confirm that users heavily interact with map pack results, and being listed there can yield far more traffic than appearing as a regular organic result.
- Google Maps Rankings: Inside the Google Maps application or website, GBP details likewise determine which businesses show up and how they rank for searches. If someone zooms into a neighbourhood on Maps and searches for “coffee”, Google will rank the pins/listings based on relevance and prominence largely derived from GBP info (and the searcher’s context). A complete profile with the keyword “coffee shop” in its description or category, numerous positive reviews mentioning “coffee,” and photos of the cafe is more likely to rank higher on the map results than a business without those elements. Additionally, user behaviour on GBP can influence Maps: if many people call or navigate to your location from your profile, it indicates popularity, which can subtly help ranking. Features like “Place Topics” on Google Maps (keywords pulled from your reviews) can also make your listing stand out for certain searches. By actively managing GBP (soliciting reviews, answering Q&A, posting updates), you improve the richness of your profile, which Google’s algorithms use to deliver the best matches in Maps searches.
- Local Pack and Maps Optimization: Google has revealed that distance, relevance, and prominence determine local results. You can’t change your location, but relevance and prominence are very much under your control via GBP. Relevance is boosted by ensuring every detail on your profile is accurate and descriptive of what you do. Prominence comes from things like accumulating positive reviews, maintaining a high star rating, and even gaining backlinks/mentions elsewhere online, all of which tie back into your GBP’s performance (for instance, a higher overall review score and count directly increases your prominence ranking factor. Businesses that appear in the Local Pack typically have more optimized profiles than those that don’t. In fact, a local SEO study noted that businesses in the top positions often have more reviews, more photos, and more frequent updates than their lower-ranked counterparts. Google also sometimes highlights specific aspects in the Local Pack – for example, it might show “Offers online appointments,” or “Located in Downtown,” or an attribute like “Women-led” – these all come from your GBP settings. Thus, everything you input in GBP can potentially surface as a selling point in the search results, influencing click-through rates. Being in the Local Pack not only drives traffic but also lends an air of authority (users tend to trust Google’s top picks). It’s competitive to get in, but that competition is exactly why tending to your GBP (as outlined in the optimization tips below) is so important for local businesses.
In short, Google Business Profile is the engine behind the Local Pack and Maps listings. If you want your business to show up prominently when local customers search – and to stand out with strong ratings and information – optimizing GBP is non-negotiable. The next section provides concrete optimization tips to help you achieve that.
Tips for Optimizing Your Google Business Profile
Optimizing your Google Business Profile can significantly improve your local search performance and attract more customers. Here are some best practices and tips to make the most of GBP:
Complete and Accurate NAP Information
Ensure your business’s Name, Address, and Phone number (NAP) are correct and consistent across your profile and other sites. Enter as much detail as possible in your GBP – including your physical address, phone number, business category, and attributes – so Google knows exactly what you do and where you are. Incomplete or wrong information can hurt your visibility (and confuse customers). Tip: If you haven’t already, verify your business location with Google – a verified profile is more likely to show in searches. Also, keep your hours of operation updated, including special holiday hours, so users trust that the info on Google is current
Choose Relevant Categories (and Update as Needed)
Selecting the primary category that best represents your business is one of the most important SEO moves in GBP. Google uses your category to understand which searches your profile should appear in. Be as specific as possible (e.g,. “Italian Restaurant” instead of just “Restaurant”) to stand out in your niche. You can add secondary categories as well if you offer multiple services. Revisit your categories periodically – Google has over 4,000 categories and occasionally adds new ones that might fit your
business better. Also, fill out applicable attributes (like “Outdoor seating”, “Free Wi-Fi”, “LGBTQ-friendly”, etc.), as these can show up on your profile and appeal to customers looking for those features.
Write a Descriptive Business Description
The “From the business” section lets you add a description (up to 750 characters) of your company. Use this space wisely – include relevant keywords about your services and location (in a natural way) to improve relevance for search queries. For example, mention specialties (“authentic Neapolitan pizza” or “24/7 emergency plumbing service in Dallas”) and what sets you apart. This description doesn’t directly affect ranking a ton, but it
does help conversions by giving visitors a quick pitch about you. It also helps Google better match your profile to specific keyword searches (supporting the relevance factor). Make sure the tone and facts here align with your website and other branding.
Add Plenty of Quality Photos (and Videos)
Visuals can significantly enhance your profile’s appeal. Upload photos of your storefront, interior, products, team, and even shots of happy customers if appropriate. Aim for high-quality, well-lit images – these make a great first impression. Businesses with photos on their profile are generally seen as more credible and often get more clicks. According to Google,
“accurate and appealing pictures” on your profile can show potential customers that you offer what they’re looking for. For example, a restaurant’s GBP with appetizing food photos is more likely to attract diners. Try to update photos regularly (new menu items, seasonal decor, completed projects, etc.) to keep things fresh. You can also add videos (up to 30 seconds) – a short welcome video or product demo can engage users. Pro tip: Geographical context in images (like showing your building’s exterior with signage) can reassure users that your location is easy to find.
Encourage and Manage Customer Reviews
Reviews are
gold for local SEO and trust-building. Proactively encourage happy customers to leave a Google review – perhaps mention it in an email, on receipts, or via a follow-up text. High ratings and positive feedback will boost your profile’s attractiveness and ranking. Google explicitly mentions that more reviews and higher ratings
can improve your local search rank. Make it easy by providing a direct link to your Google review page (GBP has a feature to create a short URL for reviews). Respond to reviews – both positive and negative – in a timely, professional manner. Thank people for good reviews, and address concerns in negative ones calmly and helpfully. This not only shows excellent customer service (which future customers will notice), but Google also notes that businesses replying to reviews are seen as more engaged. Remember,
87% of consumers read local reviews in 2023 before choosing a business, so a solid review profile can be the deciding factor. Don’t be afraid to politely ask loyal customers for reviews – often, they’re willing to help out. Over time, aim to build a large number of reviews with an average rating that shines (at least 4.0 or above, if possible, since 71% of consumers won’t consider a business with below 3 stars). And of course, never post fake reviews or violate Google’s review policies, as that can lead to penalties or removal of reviews.
Use Google Posts Regularly
Take advantage of the Posts feature to share updates, offers, and news on your profile. This keeps your GBP fresh in Google’s eyes and provides additional content for users. For instance, you can post about a new product launch, a limited-time discount, an upcoming event, or even a customer testimonial. Posts appear in the “Updates” section of your profile and sometimes in the main overview. They can include call-to-action buttons (like “Call now”, “Book”, “Learn more”) linking to your site or a specific page. Posting consistently (say, once a week or a few times a month) can improve user engagement – customers see that you’re active and responsive. It also gives more signals to Google that yours is a well-maintained business.
Google has stated that posting on your Business Profile helps provide more information to customers, which can lead to better decision-making. Consider creating a content calendar for GBP posts just as you might for social media. For example, a retail store might post about seasonal sales or new arrivals, while a service business could post tips or a “project of the week” showcase. Each post lasts about 7 days (offers and events last until their end date), so keep them coming to always have something current on your profile.
Monitor and Answer Q&A
Don’t forget the Questions & Answers section. Check periodically if any new questions have been posted by users. Provide accurate, helpful answers to all questions – ideally,
be the first to answer your own business’s questions so the information is correct (rather than leaving it to potentially uninformed users). You can even seed common questions yourself: think of 5–10 FAQs and post them (from a personal Google account) in the Q&A, then answer them from your business account. This way, you preempt what people are likely to ask. Active Q&A management prevents misinformation and shows that you’re attentive. Plus, the most “liked” Q&A pairs may show directly on your profile preview, so having a well-curated set of Q&As can enrich the first impression. Example: A museum might preemptively post “What’s the parking situation?” or “Are cameras allowed?” and answer them. This not only helps potential visitors but can save your staff time by reducing repetitive inquiries.
Enable Booking or Appointments (if applicable)
If your business relies on appointments or reservations, set up the Reserve with Google feature or add a booking link. Having a “Book Now” button on your profile can significantly increase conversions – users can instantly secure a table or appointment without hunting for a booking page. Google works with many partners (OpenTable, Booksy, etc.) to facilitate this. Check your GBP dashboard to see available integrations. For restaurants, also keep your menu updated on GBP (you can manually add a menu or use a third-party integration) – it helps your profile act as a one-stop resource. Similarly, service businesses might use the GBP “Services” section to list offerings and prices, which can function like a menu of services.
Leverage Insights to Refine Strategy
Make it a habit to review your GBP Insights (analytics) each month. Look at which search queries are bringing up your profile – are there keywords you could target more in your website content or GBP posts? Note how customers interact: if you see, for example, an increase in calls, maybe your recent post with a “Call now” CTA worked well. If map views are low, perhaps broaden your service area or ensure your address is correctly pinned. Insights might show that most customers find you by searching a category (not your name), which underscores the importance of optimizing for generic search terms (via reviews mentioning those terms, etc.). Also, track the impact of your changes: after adding new photos or getting new reviews, do profile views go up? Over time, these metrics guide you on what moves the needle for your local visibility.
Maintain Consistency Across Web Listings
While GBP is crucial, it’s also important that your business information is consistent on other online directories (Yelp, Facebook, Bing Places, Apple Maps, Yellow Pages, etc.). This isn’t directly a GBP feature, but it
does indirectly benefit GBP because Google cross-references data from around the web. Ensure your name, address, phone, and website are listed the same way everywhere. Consistency boosts your credibility in Google’s eyes and can improve your local rankings. Using a tool or service to manage citations can help if you have many listings. The bottom line: avoid discrepancies (like one site saying “Street” and another saying “St.” or old phone numbers lingering on some directory).
By following these optimization tips, you’ll help your Google Business Profile perform its best, meaning higher placement in local results, more views and actions from potential customers, and ultimately more business for you. GBP optimization is not a one-and-done task but an ongoing process: think of it as an active part of your marketing, much like managing social media or your website content. The reward is sustained visibility in the very places your customers are searching.
Recent Updates and Trends in GBP (2024–2025)
Google continuously evolves the Business Profile platform, and staying updated on changes can give you an edge in local marketing. Here are some of the recent updates and trends relevant to Google Business Profile usage that marketers should know:
Google My Business Rebranding and New Management Interface:
As noted, Google My Business was renamed Google Business Profile in late 2021. Along with this change, Google has encouraged managing profiles
directly via Google Search or Maps. The old Google My Business dashboard and mobile app have been phased out. Now, when signed in, you can simply search your business name on Google and edit your profile in-line. This streamlined approach is meant to make GBP management more accessible to busy business owners. The rebrand and interface change signal Google’s intent to integrate business profile management into its core products, reducing friction in keeping information up to date.
Messaging Feature Deprecated, WhatsApp Integration Added:
One significant update is the removal of the native messaging (chat) feature in 2024. Google shut down the Business Profile “Chat” messaging on July 31, 2024, citing strategic shifts. Businesses can no longer exchange messages with customers via the Google interface (and the “Request a Quote” functionality was removed as well. To fill this gap, Google introduced the ability to connect WhatsApp for messaging on Business Profiles. Now, eligible businesses can link a WhatsApp number, allowing customers to click a WhatsApp icon on the profile to initiate a chat. This move leverages the popularity of WhatsApp (especially internationally) to continue offering a messaging option, albeit off-platform. Additionally, Google’s “Business Messages” API (for integrating chat via third-party apps) has been impacted by these changes. The trend here is that Google is shifting away from being the direct provider of chat and instead integrating existing messaging platforms. Marketing agencies should adjust their strategies – for instance, by ensuring clients have WhatsApp Business set up if real-time messaging is important, or by emphasizing other contact methods (phone, email forms) on the profile.
Focus on Fake Review and Spam Prevention (AI Enhancements):
Google is aggressively working to keep Business Profiles credible by fighting fake reviews and listings. In 2024, Google deployed advanced AI (such as their Gemini AI) to detect and remove fraudulent content. The results were notable – Google reported that it
blocked or removed over 240 million policy-violating reviews in 2024, a 40% increase from the previous year. They also removed millions of fake business listings and prevented 70+ million fake edits on profiles. This trend means two things for legitimate businesses: (1) hopefully, less competition from spam listings that violate guidelines, and (2) stringent enforcement of Google’s content policies. Businesses should be careful to follow the guidelines (for example, don’t add keywords to your business name unless it’s your real legal name, and avoid review gating or buying reviews). The use of AI also led to features like alerts for suspicious review activity – Google can now warn users if a surge of positive reviews might be fake. Overall, Google’s investment in trust and safety indicates that maintaining a
genuine profile with authentic reviews is more important than ever. Any shady shortcuts could result in penalties or listing suspension, especially as Google’s systems get smarter at sniffing them out.
Retirement of Google Business Profile Websites:
Google used to offer a simple website builder within GBP, allowing businesses to publish a basic one-page site using their profile info. In 2024, Google announced it would switch off the Google Business Profile website feature. By March 2024, creation of new GBP websites was disabled, and by June 2024, Google stopped hosting those sites (with automatic redirects ending). This suggests Google is focusing the GBP platform purely on listings and not on providing ancillary website services. If any businesses were using the Google-supplied site as their main web presence, they need to secure a new website solution. For most, however, this change is minor – the GBP sites were relatively limited in functionality and not heavily used by established businesses. The takeaway is simply that Google wants you to use GBP for your listing and use other products for your actual website. It underscores the philosophy that GBP is a connector (to your site, to your customers), not a replacement for a website.
New Features and Experiments:
Google often tests new features in Business Profiles. Recently, there have been sightings of a “Nearby products” carousel for retail searches, new filters in Local Pack results (e.g., filtering by ratings or hours), and even an AI-driven “Explore” panel for some searches. Google is also playing with the idea of local guides or AI summaries that summarize reviews. For example, Google has added an
“About this place” section that highlights common words in reviews (like “cozy atmosphere” or “vegan options”) to give users a quick gist of what’s notable about a business. All of these are pulled from information in GBP and its reviews. Furthermore, with the rise of generative AI (like Google’s Bard and others), it’s possible that in the future, searchers might get AI-generated answers that incorporate GBP data (“Which Italian restaurant should I go to tonight?” – answered by an AI using profiles and reviews). This means maintaining high-quality content (good reviews, up-to-date info) on your profile will continue to be crucial so that any AI or new interface will have the best data to work with.
Greater Emphasis on Local Services Ads and GBP Ad Features: While not a direct GBP feature, Google has been integrating Business Profiles with advertising opportunities. For instance, Google Local Services Ads (which appear at the very top for certain service queries) are linked to your GBP and use your review rating from GBP. Google has also made it easy to promote your profile via Google Ads – you might have seen options to create a Smart Campaign that highlights your location. The trend is an ecosystem where organic GBP optimization and paid promotion can complement each other. A well-reviewed profile can improve ad performance and vice versa. Agencies might consider leveraging this by ensuring GBP is optimized first (great reviews, correct info), then layering on paid local search ads for additional visibility.
In conclusion, the past year or two have shown Google’s commitment to making Business Profiles more robust, user-friendly, and trustworthy. As a marketing agency or business owner, it’s wise to stay informed about these updates. Subscribe to Google’s official announcements or reputable SEO news sites for local search (like Search Engine Land, BrightLocal, Sterling Sky, etc.) to catch news on GBP features. Adapting quickly to changes – whether it’s using a new messaging method, taking advantage of a new attribute, or avoiding deprecated features – can give you a leg up on competitors who are slower to react. Google Business Profile remains a dynamic platform, but its core mission is the same:
connecting local businesses with customers. By mastering the features and keeping up with trends, you can ensure your business shines in local search now and in the future.
Conclusion
Google Business Profile has become an indispensable tool for local businesses and marketers aiming to boost local SEO. It serves as the digital storefront and reputation hub on the world’s most popular search engine. By understanding GBP’s features – from basic info and reviews to posts, Q&A, and insights – and leveraging them effectively, businesses can greatly increase their visibility in Google Search and Maps. This leads to more customer engagement, whether it’s website visits, phone calls, or foot traffic from direction requests.
For a marketing agency, optimizing GBP for clients should be a top priority in any local SEO strategy. It’s cost-effective (free to use) and incredibly influential on how local consumers discover and choose where to spend their money. The local pack and Google Maps results are essentially the new battleground for customer attention, and Google Business Profile is the way to secure your spot there.
Remember that local SEO is not a one-time task; it’s an ongoing process of improvement. Encourage your clients (or your own business) to keep gathering reviews, updating content, and monitoring performance on GBP. Celebrate the wins – like hitting a 4.5+ star rating or reaching a milestone in search views – and use Insights data to find new opportunities (maybe there’s a neighbouring town where people are searching for your product, indicating a demand you can cater to).
By following the guidelines and tips outlined above, you can maximize the benefits of Google Business Profile. It will help ensure that when locals search on Google for what you offer, your business not only appears but also impresses, with accurate information, glowing reviews, and engaging content that convinces them to choose you over the competition. In the ever-evolving landscape of local search, GBP is your constant ally, bridging the gap between online searches and real-world customers. Make it a cornerstone of your marketing efforts, and you’ll likely see the impact in increased local reach and revenue.
Sources
- Google Business Profile Help Center: support.google.com
- Google Official Blog: blog.google
- BrightLocal Local Consumer Survey: brightlocal.com
- Thrive Agency – GBP Guide: thriveagency.com
- Google Support – Improve Local Ranking: support.google.com
- Local Falcon – GBP Features Guides: localfalcon.combrightlocal.com
- Google Support – Posts and Reserve with Google: support.google.com
- BrightLocal 2025 Local SEO Statistics: brightlocal.combrightlocal.com
- Google Support – Local Pack info:
support.google.com
