Google Business Profile: The Free Tool You're Probably Underusing
If you run a small business, chances are you’ve got a lot on your plate—juggling customer service, admin, family commitments, maybe even marketing. So, it’s easy to overlook simple tools that make a big difference.
One often underutilised resource is your Google Business Profile—formerly known as Google My Business (a name I actually prefer). Did you know it’s free, easy to set up, and plays a big role in how your business may appear on Google Search and Google Maps? Yet many busy business owners like yourself still don’t use it to its full potential. In fact, in some cases, Google may have already created a basic listing for your business using publicly available information. But unless you’ve claimed and completed it, you’re likely missing out.
What Your Profile Includes
Your Google Business Profile isn’t just a name and address listing — it should include your opening hours, phone number, website link, service area, keyword-rich business description, photos, customer reviews, FAQ, and posts/updates. The more complete and accurate your profile is, the more useful it becomes to potential customers.
Useful Tip: Just make sure your NAP (name, address and phone number) matches your website; inconsistencies can hurt your business. Google may be unsure which platform is correct, deem your information less ‘trustworthy’, and reduce your overall ranking. And we don’t want that!
Why Your Google Business Profile Matters
Think of your listing as your digital shopfront. Whether you have a physical location or not, your profile helps you appear in local search results and delivers potential customers key information when they need it.
Useful tip: that’s why, even if you use AI to write your text, your content should still offer up valuable info that your ideal customers are after.
It’s no secret that a well-maintained profile improves local SEO, but what does that mean? Basically, it gives you:
A better chance of showing up in local search results when customers are looking to use a service or make a purchase in a specific location.
A better chance of appearing in the highly coveted Local 3-Pack, where 44% of local searchers click on a result. (Source:searchendurance.com)
More customer enquiries—businesses with a complete Google Business Profile receive up to 7 X more clicks than those with incomplete ones. (Source: searchendurance.com)
Another way to reach new customers by sharing updates, special hours, photos, and promotional offers.
Remember, this visibility doesn’t rely on paid ads or a huge following; it meets people where they’re already looking.
Why Reviews Matter So Much
Google Reviews do more than collect praise—they shape how potential customers see your business.
Good or bad, reviews offer real insight into you and your brand, and people genuinely rely on them to make decisions. In fact, 98% of us read online reviews for local businesses, and 76% do so regularly. (Source: shoutaboutus)
They also play a role in your ranking. The more reviews you have (and the more recent they are), the stronger your profile becomes in Google’s eyes.
And it’s not just about collecting them. Responding to reviews (even the tricky ones) shows that you care about your customers and are actively involved in your business. That level of engagement builds confidence with Google and online visitors.
A handful of positive reviews could be the tipping point that helps someone take the next step and get in touch.
Yes, It’s Completely Free
That's worth repeating. You don't need to pay to use Google Business Profile (unless you'd love someone like me to take it off your plate). You just need to verify your business and keep the details current. For small business owners, especially those with limited marketing budgets, this is a powerful way to be found by local customers without spending a cent.
Even updating your opening hours helps people decide whether to visit or call. The alternative? Imagine a customer finding your listing, thinking you're open, and driving over—only to find the doors shut. Remember, if you're not showing up at all, they'll likely choose a competitor who is.
Still Underrated (But That’s Good News for You)
Despite its effectiveness, many small businesses either haven't claimed their listing (via www.google.com/business) or updated it in years. That's your chance to get ahead.
By putting a bit of time into it—adding photos, responding to reviews, and posting updates—you can stand out in a space where many others are doing the bare minimum.
Useful tip: Consider weekly posts—I advise my clients to call it "Marketing Monday", where they post a Google Business Profile update. It doesn't have to be much. And if you want to save time, repurpose your social media content and kill two birds with one stone.
The Numbers Back It Up
If you’re someone who likes proof, here are a few compelling figures to convince you!
As you can see, it’s not just about being found—it’s about being chosen.
The Final Word: Consistency Is Key
Your Google Business Profile might be sitting there, quietly working in the background. But give it a little attention, and it can start doing some serious heavy lifting for your business. Believe me, it really is one of the most underrated marketing tools—and it’s already yours to use, so hop to it!
(Freepik.com images used: Feature image, Builder image, Closed image, Dog image.)
Could your Google Business Profile be the secret weapon you've been looking for, but there's not enough time in the day? Let's chat because I offer a range of creative digital marketing ideas, including Google Business Profile management services to suit any budget. I can even design your brochures or add the human touch to your AI content.
