What Is Google Business Profile and Why Your Business Needs It

If you run a local business, your Google Business Profile is one of the most important parts of your online presence. Formerly called Google My Business, this free tool helps your business show up on Google Search and Maps, right when people are looking for what you offer. In 2025, nearly half of all Google searches have local intent. That means customers are actively looking for businesses near them, and your profile is often their first point of contact.

A fully completed and up-to-date profile can even trigger AI-powered summaries in Google’s results. These summaries pull your key details (like business hours, services, photos, and contact info) into a highlighted box that shows up before anyone clicks your site. That kind of visibility is powerful, especially when customers are making fast decisions on mobile.

What Is a Google Business Profile?

Think of your Google Business Profile as your storefront on Google. When someone searches for your business name, or for a service you offer in your area, this profile is what they’ll likely see first. It includes your business name, phone number, address or service area, website link, hours of operation, photos and videos, reviews, and even a place for Q&A. All of this is displayed in one clean, accessible box (usually right at the top of the search results or on the side panel for desktop users).

The profile works both for businesses with a physical location and those that serve customers at their home or location. It’s flexible enough to fit everything from coffee shops and salons to electricians and dog trainers. And because it’s part of Google’s ecosystem, it integrates seamlessly with Maps, directions, and mobile devices.

Why It Helps Your Business

An optimized profile has been proven to drive real traffic and more engaging leads. On average, a verified Google Business Profile gets around 21,600 views per year. That’s thousands of potential eyes on your business without spending a dollar on ads.

What’s more, 75% of marketers say the features within your profile directly affect local search rankings. That means having accurate info, fresh photos, and active engagement (like responding to reviews) can boost your visibility when someone searches “best plumber near me” or “pizza in Plymouth MA.”

And it’s not just about showing up. A strong profile encourages action. Incomplete or outdated listings turn people away. For example, 53% of consumers say they’ll skip a business if the info is wrong. On the flip side, complete profiles get 7× more clicks and 70% more visits than their neglected counterparts. In short, this is low-hanging fruit that every business should take advantage of.

Key Features Worth Using

Google continues to roll out helpful tools inside the Business Profile platform, and in 2025, it’s more robust than ever.

• Posts let you share updates, sales, or events directly on your listing. These mini-announcements appear below your business info and can help you stand out from competitors.
• Photos and videos are one of the biggest drivers of engagement. Listings with media receive 42% more requests for directions and 35% more clicks, according to recent reports. Keep your photos current and choose ones that show your business in its best light. Some examples for photos to include may be your storefront, menu items, staff, or completed projects.
• Customer reviews are another essential part of the platform. People rely on them heavily when making decisions, and 89% of consumers expect businesses to respond. Whether a review is glowing or critical, a thoughtful reply shows that you care and that you’re paying attention.
• Messaging is now available on both desktop and mobile, allowing customers to reach out directly through your profile. It’s convenient, real-time, and can help convert interest into action faster than a contact form.
• Lastly, Insights give you data on how people are interacting with your profile. These include views, clicks, calls, and direction requests. This data can help you refine your listings and understand what’s working.

Tailoring Your Profile to Your Business

While the basic structure is the same, your Google Business Profile can (and should) reflect your specific industry. A one-size-fits-all approach misses opportunities to connect with your audience.

• Service-based businesses like landscapers, electricians, or HVAC techs, are usually encouraged to set their profile location to “Service Area.” From there, list out your specific services clearly, and upload before-and-after photos to showcase your work. You don’t need a storefront to have a strong local presence.

• Retail businesses can highlight what’s in stock, include product photos, and update hours around holidays. You can also add pickup or delivery options if they’re available.

• Restaurants and food service businesses should upload a full menu, post daily specials, and connect their profile to reservation or ordering platforms. Customers love visual menus, so keep food photography up to date and well-lit.

What’s New in 2025

Google has rolled out several updates in 2025 that make the platform even more useful for small businesses. One of the biggest changes is the ability to edit your listing directly in Search or Maps, without needing to visit a separate dashboard. This streamlines updates and lets you make changes quickly from your phone or computer.

Desktop messaging is now fully supported, making it easier for business owners to handle inquiries in real time. Meanwhile, AI Overviews are starting to pull structured info from your listing and display it in rich results, so having every section filled out correctly really pays off.

Google has also introduced a “What’s Happening” feature, primarily aimed at restaurants and entertainment venues, that lets you post timely events or deals right at the top of your profile. It’s perfect for showcasing live music nights, seasonal specials, or holiday hours.

And finally, QR codes for reviews make it easier than ever to collect feedback. You can generate a custom code from your profile and add it to receipts, thank-you cards, or your front desk to encourage happy customers to leave a review on the spot.

How to Optimize Your Profile

If you want to make the most of your Google Business Profile, a few small steps go a long way. First, make sure your NAP (Name, Address, and Phone number) is accurate and matches what’s listed on your website and other directories. Inconsistencies can hurt your rankings.

Next, upload high-quality photos. Aim for at least ten to start, and refresh them every few months to keep your profile current. If you run seasonal promotions or events, post about them weekly. This keeps your listing active and gives customers a reason to come back.

You should also take full advantage of the services, products, and booking sections. Fill out everything you can. More detail helps Google match your listing with the right searches.

And perhaps most importantly, respond to ever review. It only takes a few minutes, and it shows future customers that you care about your reputation.

Industry-Specific Tips

Different industries benefit from different strategies on GBP. Let’s look at a couple:

Home services professionals, like landscapers, painters, and contractors, should lean heavily on photos (especially before-and-after shots). Use the “Service Area” setting if you don’t have a physical location, and make sure your services are listed individually with short, clear descriptions. Let customers know your current availability (like “Booking fall cleanups now”) and ask for reviews that mention specific jobs and locations to help with SEO.

Restaurants and cafes need to go visual. Your listing should include up-to-date menus, reservation or delivery links, and plenty of food photography. Post specials often using the “What’s Happening” tool, and respond to every review to show customers you care. If you offer catering or private events, include that in your services section.

How to Set It Up

Getting started with Google Business Profile is simple and only takes a few minutes. Head to the Google Business Profile site and sign in using a Google account tied to your business. Add your business name, select the most accurate category, and enter your location or service area.

Next, you’ll go through a verification process, which is usually via postcard, phone, or email. Once you’re verified, you’ll be able to access your full dashboard. That’s where you’ll enter your hours, add photos, list your services or menu, and enable features like messaging or booking links.

From there, post updates regularly, encourage reviews, and use the insights tab to see how your profile is performing over time.

Final Thought

Your Google Business Profile is a key part of how people find and evaluate your business. Whether someone is searching on their phone during a lunch break or browsing reviews before scheduling a service, your profile often shapes their first impression.

If you only do one thing this week, check that your hours, phone number, and services are accurate. Then, add a few recent photos and respond to any outstanding reviews. These small actions can have a big impact on your visibility and how customers view your business. Treat your profile like a living part of your online presence. Keep it updated, monitor activity, and use the tools Google provides. It doesn’t take a lot of time, but it does take consistency. In a local market, those details help set your business apart.