When people search for a business on their phones, they want instant results. Nobody has time to scroll through multiple pages only to find a nearby coffee shop or a plumber with good reviews. That’s why the search engine giant has come up with the Google My Business services idea. If you run a local business and aren’t using Google Business Profile (GBP), you’re basically leaving money on the table.
Why?
Google Business Profile Dominates Mobile Search
Nearly 60% of Google searches come from mobile devices, and a huge chunk of those are local searches. According to Google, 76% of people who search for something nearby visit a business within a day, and 28% of those searches result in a purchase.
When someone searches for best pizza near me, Google Business Profiles are what show up in the Places (the map section at the top of search results). If your business isn’t optimized, you might not even show up, even if you’re right around the corner.
Visibility and First Impressions Matter
A well-optimized GBP makes sure that potential customers get key information about your business immediately on their smartphones, such as:
- Address and directions (critical for mobile users looking for places nearby)
- Phone number (one tap and they’re calling you)
- Hours of operation (nobody likes guessing if you’re open)
- Reviews and ratings (often the most important aspect)
- Photos and videos (people want to see what they’re getting before they visit)
If some of the information is missing on your profile, like working hours, people might turn to another place where availability is guaranteed.
Local SEO and Ranking on Mobile Are Google’s Priorities
Google prioritizes relevance, distance, and prominence when ranking local businesses. An optimized Google Business Profile helps with all three:
- Relevance: Accurate business categories, a strong description, and relevant keywords help Google understand what your business offers.
- Distance: Google factors in proximity, but an optimized profile can still improve your chances of ranking.
- Prominence: High ratings, positive reviews, and frequent updates increase visibility.
As Google says, businesses with a complete and active profile are 2.7 times more likely to be considered reputable and 70% more likely to attract location visits.
Reviews Are the Ultimate Trust Signal
People trust online reviews almost as much as personal recommendations. A Google Business Profile allows customers to leave reviews, which influences how others perceive your business.
People also often search for places while on the move and check reviews just before deciding to visit.
For example, businesses with 4-star ratings or higher attract significantly more customers. The good news is that a single negative review isn’t the end because responding professionally will still help build trust. Plus, encouraging happy customers to leave reviews will boost credibility and rankings.
GBP Allows for Mobile Actions (One-Tap Conversions)
Google Business Profile drives both visibility and action. With a single tap, mobile users can:
- Call your business
- Get directions
- Visit your website
- Book an appointment
- Browse your services or menu
These frictionless interactions make it easier for customers to connect, which directly impacts conversion rates.
Photos and Posts Keep You Relevant
People engage more with visuals than text. Businesses with photos receive 42% more requests for directions and 35% more website visits (BizIQ). Regularly updating your profile with fresh images, offers, and events keeps your business relevant and attractive on any device.
Google Business Profile Is Better Than Traditional Directories
In the past, businesses relied on directories like Yellow Pages, Yelp, or TripAdvisor. While those still have value, Google Business Profile is integrated directly into Google Search and Maps, so it’s one of the most powerful local marketing tools available today.
Unlike traditional directories, GBP allows everything on mobile devices:
- Direct customer interaction through Q&A and messaging
- Regular updates via Google Posts
- Better mobile optimization for immediate conversions
It’s Free (But You Need to Put in the Work)
Like with many other Google’s products, the best piece of news is that Google Business Profile is 100% free. The only investment is your time and effort in keeping your profile updated and optimized. Use this quick SEO optimization checklist to make the most of your GBP:
- Claim and verify your listing
- Ensure NAP (Name, Address, Phone) accuracy
- Select the right business categories
- Add high-quality images
- Encourage and respond to reviews
- Post updates and offers regularly
- Enable messaging for direct inquiries (Quick responses = more business)
Wrapping Up
The impact of Google My Business services is undeniable: more visibility, more trust, and more conversions. If you haven’t fully optimized your profile yet, now is the time to do it. Google is giving you a free tool to boost your business for mobile users—go for it!
