When it comes to running a local business, waiting around for customers to find you just doesn’t cut it. With more than 46% of all Google searches being for local information, it’s clear that customers are actively looking for businesses like yours.
The real question is, are you showing up when they search?
GBP management can be the key to ensuring that when someone searches for your services, you appear front and center.
You might think, "But how does this Google thing really work for me?" The truth is, a well-managed Google Business Profile (GBP) isn’t just a digital listing; it's your virtual identity to your local customers.
In fact, businesses that actively manage their GBP for local SEO are 70% more likely to attract in-store visits. Google reviews and consistent updates on your GBP give your business credibility, and being present in local search results builds trust.
Let’s explore how proper GBP management helps you get discovered, trusted, and chosen by local customers.
What is Google Business Profile (GBP)?
Just think about the last time you needed a local service, like a plumber or a coffee shop. What did you do?
You probably pulled out your phone and typed a quick search on Google. And what did you see?
A list of local businesses with their names, phone numbers, hours, reviews, and maybe even a map showing exactly where they are. That is Google Business Profile (GBP).
GBP is a free tool from Google that lets businesses take control of how they appear on Google Search and Maps. It’s essentially your business’s online presence in Google, helping you show up when people search for services like yours nearby.
GBP management gives you the authority to influence how potential customers see you.
In short, Google Business Profile makes you visible to anyone looking for what you offer in your local area. It’s free, easy to manage, and can help turn those local searches into real customers.
Why is GBP Important for Attracting Local Customers?
Every local business wants to show up when customers are searching for their services, but not all businesses manage to make that connection. This is why Google Business Profile (GBP) becomes important.
When someone is looking for a nearby coffee shop, plumber, or hair salon, they’re not browsing through endless lists; they want quick, reliable answers.
But why exactly is GBP management so crucial for attracting local customers? Let’s discuss:
- Increased Visibility: When someone searches for a business like yours nearby, GBP makes sure you show up in search results and on Google Maps. This makes it easier for local customers to find you instantly.
- Builds Trust: People trust businesses with Google reviews and up-to-date information. A well-managed GBP with positive reviews and accurate details makes your business more credible.
- Improves Local Search Rankings: An optimized GBP boosts your position in local search results. The more complete and engaging your profile is, the better your chances of showing up in the top three results that Google displays for local searches.
- Easy Access to Important Information: Customers need to know your location, hours, and contact info right away. With GBP, they can find all this information without having to dig around.
- Encourages Action: With GBP, you can add posts, offers, and updates directly on your profile. These features prompt customers to take immediate action.
How GBP Features Directly Help You Attract Local Customers
When it comes to attracting local customers, the features within Google Business Profile (GBP) are essential parts of the customer journey.
But why do these features matter so much in getting local customers?
Accurate Business Information
Customers want the basics, like your address, phone number, website, and business hours. When your GBP has this information updated and accurate, it makes it easy for people to reach out. If your details are wrong or outdated, customers may get frustrated and look elsewhere.
Google Reviews and Ratings
We all know that word of mouth is powerful. But when you’re managing your Google Business Profile, reviews go beyond word of mouth; they become your reputation online. Positive reviews act like social proof, showing that others have had a good experience with your business.
That’s why you can buy authentic Google Reviews, which gives potential customers the confidence they need to make a decision.
Photos and Videos
People are naturally drawn to visuals. In fact, businesses with photos receive 42% more requests for directions and 35% more click-throughs to their websites.
By uploading high-quality photos and videos to your GBP, you’re giving customers a glimpse into what you offer. Whether it's pictures of your store, products, or services in action, these visuals make your business more appealing.
Google Posts
Google Posts are a great way to keep your GBP fresh and engaging. They allow you to share updates, promotions, events, or news directly on your profile. When customers see active, updated posts, it shows that your business is active and constantly evolving.
It doesn’t matter if you’re offering a limited-time discount or announcing a special event, posts encourage immediate action.
Q&A Section
This section is often overlooked, but it is an incredibly important feature of GBP. Here, customers can ask questions, and you can provide quick answers. This builds transparency and shows that you’re readily available to help.
If you regularly monitor this section and respond quickly, you’ll have a more engaged audience. Answering questions promptly also helps potential customers feel confident in choosing you over competitors.
How to Set Up and Optimize Your GBP for Local Customers
Setting up and optimizing your Google Business Profile (GBP) is one of the best things you can do to make your business stand out and attract local customers.
But why is it so important to get it right?
Because when you properly manage your GBP, you’re giving your business the best chance of showing up when people are looking for services like yours nearby.
Here is how to make sure you're setting your profile up for success.
Claim and Verify Your Business
The first thing you need to do is claim your business on Google. This is your opportunity to show that your business is legit. Once you’ve claimed it, Google will ask you to verify your ownership, usually by sending a postcard to your business address with a verification code.
Complete Your Business Information
Once your business is verified, the next step is filling in your GBP with accurate and complete information. Make sure to include:
- Your business name
- Address
- Phone number
- Website URL
- Business hours
These details should be consistent with what’s listed on your website and any other platforms you use.
Choose the Right Business Categories
Selecting the right categories is key to appearing in relevant searches. When you choose the appropriate categories, it helps Google understand what your business offers and connects you with the right local customers.
For example, if you own a coffee shop, choosing categories like "Coffee Shop" and "Cafe" will make it easier for coffee lovers to find you.
Add Photos and Videos
Customers want to see what your business looks like before they walk in or make a purchase. Uploading high-quality photos and videos of your products, services, or store gives people a clear idea of what to expect.
Use Google Posts for Updates and Promotions
Google Posts let you share updates, offers, events, and news directly on your profile. This is your chance to engage customers by sharing exciting promotions or upcoming events. For example, if you're running a limited-time sale, post about it on your GBP. These posts appear in search results and on Google Maps, so they’re a great way to catch the attention of people looking for something new and exciting.
Keep Your Information Updated
Once your GBP is set up, the work isn’t done. It's crucial to keep your profile up to date. If you change your hours for the holidays or add a new service, make sure your Google Business Profile reflects that. The more current your profile is, the more likely it is that people will trust your business.
How to Manage GBP Regularly for Continuous Customer Attraction
To truly attract local customers and keep them coming back, you need to manage it consistently. The more you keep your profile fresh and active, the more likely you are to maintain visibility and attract customers who are ready to take action.
Update Your Business Information Regularly
How frustrating it is when you search for a business and find outdated hours. Don’t let this happen to your business. Always update your GBP when there are changes, whether it’s your hours, location, or contact information.
Respond to Reviews
When customers leave a review, they’re giving you the chance to connect and show your personality. Respond to reviews as quickly as possible, whether they’re positive or negative. This tells customers and Google that your business is active and committed to customer satisfaction.
Post Regular Updates
With Google Posts, you can keep your profile fresh and relevant. These posts appear not only on your GBP but also in search results and on Google Maps.
Monitor Your Q&A Section
The Q&A section of your GBP is another often-overlooked feature. It allows potential customers to ask questions directly on your profile. You should monitor this section regularly and answer questions promptly.
Use GBP Insights to Optimize Your Strategy
Your Google Business Profile has built-in analytics called Insights. These show how customers are interacting with your profile. By reviewing these insights regularly, you can adjust your approach to better meet your customers' needs.
For example, if you notice that many customers are calling you after viewing your profile, you might want to update your phone number or add more details about how to contact you.
Common Mistakes in GBP Management to Avoid for Better Local Reach
There are a few common mistakes businesses often make that can hurt their visibility and local reach.
Leaving Your Business Information Incomplete or Incorrect
Potential customers won’t trust a profile that’s unclear or outdated. Always double-check your details to make sure everything is current and matches across all platforms.
Not Responding to Reviews
Customers want to know you care about their feedback. When you respond to reviews, it shows you’re actively engaging with your customers and that you value their opinions.
Neglecting to Post Updates
Your GBP is not a "set it and forget it" tool. If you’re not regularly posting updates, promotions, or events, you’re missing an opportunity to engage with your customers. Google Posts keep your profile fresh and make it more likely that your business will stand out in search results.
Not Using Photos and Videos
Businesses with high-quality images receive far more engagement, and without them, you’re missing out on making a strong first impression. Don’t let your profile be a static, uninviting page.
Ignoring the Q&A Section
The Q&A section on your GBP is where customers can ask questions about your business. Ignoring this feature means missing a chance to directly engage with customers. If you don’t answer questions, customers may feel frustrated or uncertain, which leads them to look elsewhere.
Failure to Use GBP Insights
If you’re not paying attention to this data, you’re missing an opportunity to understand what’s working and what’s not.
