If you own a small business, you know how important it is to get in front of the right customers at the right time. Whether you run a cozy coffee shop, a growing e-commerce store, or a professional service business in your community, visibility is everything.
One of the easiest and most powerful ways to boost that visibility? A Google Business Profile (formerly known as Google My Business).
This free tool from Google puts your business on the map—literally—making it easier for people to find you, trust you, and choose you over the competition. And yet, so many small business owners either don’t have a profile or haven’t optimized it.
Let’s break down exactly why your business needs one and how it can make a difference.
1. It Puts You on the Map (Literally)
When someone searches for a business like yours—say “bakery near me” or “web design Hamilton”—Google often shows a map pack at the very top of search results.
This map highlights local businesses that match the search, complete with names, ratings, and directions. Without a Google Business Profile, your business won’t show up here, which means you’re missing out on one of the most valuable pieces of search real estate.
By claiming and optimizing your profile, you increase your chances of appearing in:
- Google Search
- Google Maps
- Local search results
It’s prime visibility where customers are actively looking for what you offer.
2. It Builds Instant Trust With Potential Customers
Think about the last time you searched for a local service. You probably scanned through a few listings, glanced at reviews, looked at photos, and maybe even clicked for directions or to call.
That’s the power of a Google Business Profile—it gives people instant trust signals.
Your listing can show:
- Star ratings and customer reviews
- Photos of your products, services, or location
- Your business hours and contact info
- Links to your website
- Real-time updates (like holiday hours or promotions)
When customers see an updated, well-reviewed listing, they’re far more likely to choose you over a competitor with no information or poor reviews.
3. It’s Free Local Marketing That Works
Small businesses often have limited marketing budgets. The good news? Setting up a Google Business Profile is completely free.
Once it’s optimized, it can generate consistent leads and calls—without you spending a dollar on ads. In fact, according to Google, businesses with complete profiles are twice as likely to earn customer trust and 70% more likely to attract location visits.
Think of it as a 24/7 marketing tool working for you:
- Showing up when people search
- Driving calls and website visits
- Encouraging foot traffic if you have a physical location
4. It Helps You Appear in Voice Searches
Voice search is becoming a big part of local discovery. When someone says, “Hey Google, where’s the best pizza place near me?”, Google uses local listings—including Google Business Profiles—to deliver answers.
Without one, your business simply won’t be in the conversation.
Optimizing your profile with accurate categories, keywords, and up-to-date info gives you a better shot at being the business Google recommends.
5. You Can Showcase Reviews and Build Your Reputation
Customer reviews are gold for small businesses. Not only do they influence buying decisions, but they also help your business rank higher in local search results.
Your Google Business Profile lets you:
- Collect reviews directly from customers
- Respond to reviews to show great customer service
- Display your average star rating for all to see
The more positive reviews you have, the more credible and appealing your business looks to potential customers.
6. It Provides Valuable Insights
Google Business Profile isn’t just a listing—it’s also a mini analytics tool. You can see:
- How customers found your business (search vs. maps)
- The keywords people used to discover you
- How many calls, website visits, or direction requests came from your listing
- What days and times customers interact with you the most
These insights help you understand your audience better and make informed marketing decisions.
7. You Can Post Updates Like a Social Media Feed
One overlooked feature of Google Business Profile is the Posts section. You can share:
- Promotions
- Events
- New products or services
- Blog posts or articles
These updates show directly on your listing and can help you stand out from competitors who leave theirs static and unengaging.
8. It Improves Your Local SEO
Local SEO is all about helping your business appear in searches made by nearby customers. Your Google Business Profile plays a huge role here.
Google considers several factors when ranking local results, including:
- Relevance (how well your profile matches the search)
- Distance (how close you are to the searcher)
- Prominence (how well-known and reviewed your business is)
By fully completing your profile, adding high-quality photos, and regularly updating your information, you’re giving Google more reasons to rank you higher.
9. Mobile Users Rely on It
More than half of all web traffic comes from mobile devices—and when people are on their phones, they’re often looking for something nearby.
Your Google Business Profile makes it easy for mobile users to:
- Click to call you directly
- Get directions in one tap
- Read reviews before deciding
- Visit your website instantly
This frictionless experience can be the difference between a customer choosing you or moving on to the next option.
10. It Levels the Playing Field Against Bigger Competitors
Small businesses sometimes feel like they can’t compete with big brands. But when it comes to local search, a well-optimized Google Business Profile can put you right next to—or even above—big-name competitors in search results.
That means even if a national chain has a massive ad budget, you can still capture local customers by showing up in that map pack with great reviews, appealing photos, and a clear call-to-action.
How to Get Started With Your Google Business Profile
If you haven’t claimed your profile yet, here’s the quick process:
- Go to Google Business Profile
- Sign in with your Google account
- Search for your business name—if it exists, claim it; if not, add it
- Fill in your details (name, address, phone, website, hours, services)
- Add photos, your logo, and a compelling business description
- Verify your listing by mail, phone, or email
Once it’s live, keep it updated regularly—Google loves active, fresh profiles.
The Bottom Line
If you’re serious about attracting more customers, building trust, and increasing sales, a Google Business Profile isn’t optional—it’s essential.
It’s free, easy to set up, and can deliver measurable results for your small business. The sooner you claim and optimize your profile, the sooner you can start appearing in local searches, earning more calls, and welcoming more customers through your doors.
Need Help Optimizing Your Google Business Profile?
At EB Media, we help small businesses in Hamilton, Burlington, Ancaster, Stoney Creek, and Brantford stand out online. From creating and optimizing your Google Business Profile to managing reviews and boosting local SEO, we make sure your business gets found by the right people at the right time.
