Some things I consider foundational to marketing a business, to building a successful business. One of those things is claiming and developing your Google Business Profile. I’m not throwing shade when I say I’m a bit surprised by the number of business owners I talk to who either have never heard of the Google Business Profile (formerly Google My Business) or just don’t see the value.
Let me put it this way: whether you’re a local service provider or a B2B company serving clients across the country, when someone searches for business services online, Google’s local pack – those prominent business listings with maps and reviews – appears in 93% of searches. If you haven’t claimed and optimized your Google Business Profile, you’re essentially invisible to these potential customers.
Think about your own search habits. When you need a service provider or business partner, you probably pull out your phone and search for something like “party rental company” or “accounting services.” Those search results you see at the top of the page, complete with reviews, business descriptions, and contact information? That’s the Google Business Profile at work, and it could be working for your business right now.
Your Website and Social Media’s Love Child
Think of your Google Business Profile as the love child of your website and social media – it combines the authority of your website with the engagement of social media, all in a format that Google loves. You can showcase your services, highlight special offers, share updates, and even collect leads – all directly through your profile. For B2B companies, this means potential clients can evaluate your expertise before they ever reach your website.
This hybrid nature is exactly what makes it so powerful. Like your website, it provides essential business information and showcases your services. And like social media, it allows you to post updates, share photos, and interact with customers through reviews and Q&As. But unlike either of these, it has the distinct advantage of prime Google real estate – those prominent listings that appear at the top of search results.
The good news is that claiming and optimizing your Google Business Profile isn’t complicated, but it does require attention to detail. Start with the basics: your business name, address, and phone number must be exactly the same as they appear on your website and other business listings. This consistency matters more than you might think – it’s one of the key factors Google uses to determine your business’s credibility.
The Power of Reviews and Responses
Reviews are another critical element of your Google Business Profile. Every review – positive or negative – deserves a prompt, professional response. And here’s something that might surprise you: Google actually sees the occasional negative review as a positive sign. Why? Because it suggests authenticity – that your reviews aren’t just from friends and family. What really matters is how you handle those reviews.
Your responses are public and become a permanent part of your digital footprint, and timing matters. A quick response shows potential clients that you’re attentive and engaged with your customers. A professional, thoughtful response to a negative review often impresses potential clients more than a simple ‘thank you’ on a positive one. It demonstrates active management of your business, increases your profile’s engagement (which Google loves), and helps with your search visibility. Think about it: when you’re researching a business, don’t you feel more confident when you see the owner taking time to respond thoughtfully to both praise and criticism within a day or two?
But here’s where many businesses stop, missing out on GBP’s full potential. Your profile should tell your complete business story. Those photos of your office space, team meetings, or completed projects? They give potential clients a window into your operation. That Q&A section you haven’t filled out? It’s an opportunity to address common client concerns before they even ask. Those regular posts about your latest projects or industry insights? They show you’re actively engaged and keep your profile fresh in Google’s eyes.
Beyond Local: Your Profile’s Broader Impact
And here’s something that often gets overlooked: your Google Business Profile isn’t just for local searches. While it’s incredibly powerful for businesses serving local markets, it’s equally valuable for companies operating nationally or even internationally. A well-optimized profile helps establish your business’s legitimacy and authority, regardless of your service area. Don’t let an unoptimized Google Business Profile cost you another opportunity. Let’s have a conversation about your digital presence. Schedule a free 30-minute consultation, and we’ll explore how to make your Google Business Profile work harder for your business.