Imagine this scenario: A potential customer is looking for a service or product that you offer. How are they looking? They Google it. Now, picture being one of the first businesses they see, complete with glowing reviews, attractive photos, and all the information they need to contact or visit you—all for free. That’s the power of a Google Business Profile (GBP).
If you’re not already using this pearl of a marketing tool, don’t worry. By the time you finish this post, you’ll understand exactly why your business not only needs a GBP but also why keeping it active and up-to-date is crucial.
What Is Google Business Profile?
Think of Google Business Profile as the modern-day Yellow Pages—but way more powerful. Honestly it’s like a worldwide yellow pages with the ability to posture your business in just about any market, whether local or international, niche or broad. Just like people used to flip through big, chunky directories to find businesses, “Googling” something feels just as natural to us today. And that’s where GBP comes in.
This FREE marketing tool connects your business to customers on Google Search and Google Maps by showcasing crucial details like:
- Updates, offers, or product links
- Your business address
- Website link
- Phone number
- Hours of operation
- Directions with an interactive map
- Customer reviews
- Photos of your space, products, and services
As if this isn’t enough, your GBP can add even more value by serving as a direct line to your customers with clickable buttons for calls, website visits, or “Get directions.” (Did I mention this is all free?) Pair this with custom updates and reviews, and your profile becomes your ultimate digital storefront.
FUN FACT: Every month, 5 billion people search for restaurants, 3 billion search for hotels, and 1 billion look up clothing stores on Google. Why miss out on being part of this massive marketplace?
“But I Don’t Have a Google Business Profile… or Do I?”
Here’s the kicker—your business might already be listed on Google without you realizing it. Confused? You’re not alone. According to this article, a mere 44% of businesses have actually claimed their Google business listing, leaving a majority of businesses either left out or misappropriated. Here’s how it works:
- Google often automatically creates listings for businesses based on publicly available data, social media mentions, and location details.
- While this might sound helpful, these automatic listings are not always accurate. Incorrect hours, an old address, or even duplicate entries could leave potential customers confused—and lead to missed opportunities.
Key takeaway: Whether you created a Google profile or not, it’s crucial to take ownership of it. Check how your business appears to ensure all the displayed information is correct. And if it isn’t? Fix it ASAP. A single wrong phone number or outdated address could cost you customers.
Why Your Business Needs a Google Business Profile
Now that we’ve introduced you to GBP, here are a few reasons why it’s an absolute must-have:
1. Increased Visibility = More Leads
46% of all searches on Google are local—meaning people near you are searching for businesses like yours. A properly optimized Google Business Profile ensures you show up in local search results and Google Maps, helping to drive traffic directly to your business.
2. A Free SEO Boost
Google ranks active, complete GBP listings higher in search results. This means a well-maintained profile not only makes your business easier to find, but it can also drive traffic to your website and improve your search engine rankings.
3. Lead-Generating Features—At No Cost!
- Link your products directly to your site
- Add CTA buttons (“Call Now” or “Order Online”)
- Highlight promotions and events through GBP updates
These features allow you to funnel your audience straight into making a purchase decision—all for free.
4. Build Trust with Reviews
Businesses with an active GBP are 2.7x more likely to be trusted by potential customers. Why? Professional photos and glowing reviews don’t just attract attention—they foster trust. And trust, my friend, converts searches into sales.
5. You Can’t Afford the Lost Opportunity
According to BrightLocal, 62% of customers won’t engage with a business that has inaccurate or incomplete information online. Imagine losing customers before they even meet you just because your profile is dated or wrong. Ouch.
Still not convinced? Remember—GBP is totally FREE. What’s stopping you?
Why Staying Active on Your GBP Is Crucial
Setting up your Google Business Profile is only the beginning. If you truly want your profile to work for you, you’ll need to tend to it like a garden. An unattended GBP can make your business look unprofessional, or worse, untrustworthy. Here’s why staying active is key:
- Maintain Accuracy
Information like hours, phone numbers, or even addresses can change. Keeping these up-to-date avoids frustrating customers.
- Engage Through Reviews
Responding to customer reviews—both good and bad—builds credibility. A polite response to a negative review can turn the tide, showing you care and are committed to improvement.
- Boost Search Performance
Google loves active profiles. Regular updates, new photos, and consistent reviews signal to Google that you’re alive, relevant, and worthy of climbing search ranks.
VERY IMPORTANT NOTE: We can’t stress enough how vital it is to treat your GBP like a social media profile—regularly monitored and actively managed. Why? Because anyone can try to claim ownership of your page. When this happens, Google sends a notification to the registered owner to accept or deny the request. If the owner doesn’t actively deny the request, ownership is automatically granted, as Google interprets an unresponsive account as unmonitored.
Losing access to your own business profile can be devastating, and recovering it is a long, difficult process. We’ve seen it happen before! That’s why it’s so important to ensure the registered owner has the correct email on file and is vigilant about monitoring any ownership changes.
Ideas to Stay Active:
- Post weekly updates about new products, events, or promotions—just like you would on social media.
- Share team photos, behind-the-scenes looks, or customer spotlights.
- Add product inventory directly to your profile so customers can see what you offer before they visit.
- Verify your own contact info and who has access to your GBP regularly!
Pro Tip: If staying active feels overwhelming, automate reminders to check or update your profile weekly or biweekly.
When to Ask for Help
Running a business is no small feat. Pair that with managing an active GBP, and you might feel stretched too thin. Don’t worry—that’s where professionals can step in.
- Stuck in Verification Hell?
Google may require additional steps to prove your business ownership (like documentation or video verification). It’s a tedious process, and a seasoned marketer can help streamline everything.
- Appeals That Lead to Frustration
If Google rejects your listing (which happens more than you think), navigating the appeals process alone can be daunting. Experts can make all the difference in seeing your GBP live and legit.
- Lost Access
If you’re not on top of Google’s notifications, someone can try to claim ownership of your page, and your passivity can cause you to lose control of your own business listing! Recovering access can be arduous, but having a pro in your corner to help you if it does is priceless.
- Too Busy to Keep Up?
Life happens. Hiring professionals like us at Cup O Code ensures your profile stays updated, optimized, and flourishing—leaving you to focus on what you do best.
Take the Leap Today!
Your Google Business Profile is more than just a listing—it’s a lifeline connecting you to customers actively searching for what you offer. From driving local traffic to building trust and generating leads, a well-managed GBP is a game-changer for business owners. Still feeling overwhelmed? Reach out to Cup O Code, and we’ll help you take control of your GBP. Start showing up where your customers are looking—because if you don’t, someone else will.
