Want More Local Customers? Start with Your Google Business Profile
If you run a business that serves local customers, your Google Business Profile (GBP) isn’t just a nice-to-have, it’s one of the most powerful tools to boost your visibility online. I’ll explain what it is, why it matters, and how it works for your business.
What is a Google Business Profile?
Think of a GBP as your digital storefront on Google Search and Maps. It’s a free, easy way to show up where your customers are already looking. Your profile displays the essentials like your location, hours, and contact info, but can also highlight what makes your business unique through photos, videos, customer reviews, and others details. It’s one of the simplest ways to help people find and choose your business.
Below are some examples of popular businesses in Vancouver. Notice the slight differences, either in information provided or the order of information, for each business.
Why a Google Business Profile Matters
Your GBP gives your business prime visibility on Google search and maps. Here’s why it’s essential:
Grabs attention in search results: Your profile appears prominently on the page with eyecatching images and graphics, often before organic listings, making it the first thing potential customers see.
Quick access to your business information: Visitors can learn about your services, visit your website, or contact you directly from your profile. In addition, you can ensure they’re finding the correct business information (i.e. hours, address, contact info) if you keep your profile current.
It’s free marketing: Unlike paid ads, optimizing your GBP costs nothing except for a bit of time to create and manage. You’ll attract new customers by improving how you’re found and seen online.
Adds credibility to your business—especially if it’s new: Having an official verified business listing showing your contact info, reviews, and website, builds trust with potential customers.
When a GBP Might Not Be Relevant
In general, your business needs a physical presence or an in-person interaction point for GBP to be effective. Google doesn’t allow these types of businesses to have a profile:
Online-only businesses without in-person customer interaction
Lead generation agents relying solely on digital contacts
Rental or for-sale properties not tied to a permanent business location
Businesses using only a P.O. Box or virtual mailbox
This Lee’s Donuts location has been given a lot of precious search space for its GBP.
How Your Business Profile Shows Up in Search
First and foremost, your business must be verified by Google in order for it to get displayed in search results.
The display format of your profile will vary depending on the search query and the platform used. If someone in your geographic area searches your business name, Google might display the full GBP in the prime real estate at the top of the search results AND to the right—as shown with Lee’s Donuts above. This really is the best case scenario for any business because it dominates the screen and makes the business look.
In desktop searches it might appear to the right side only.
If the searcher is from outside your area, they’ll most likely have to search your name AND city in order to see your profile.
If the searcher is looking for a product or service in a specific area without a specific business name, Google will display local search results from Google Maps with a list of potential businesses to choose from. Your profile may appear in this list, but oftentimes it won’t if your profile isn’t complete, fully optimized, an/or if your business is new.
Google 3-Pack (“Snack Pack”)
The 3-Pack is a feature that highlights three local business listings for location-based searches. These results appear alongside a Google map with markers showing these businesses alongside competitors. Each listing is pulled from a Google Business Profile and includes key details like the business name, address, opening hours, and review summary.
For example, when someone searches “best donuts in Vancouver”, they might see this 3-Pack:
Google 3-Pack example for the search, “best donuts in Vancouver”
Google selects these three businesses based upon:
Relevance to the searcher
Proximity to the searcher
Prominence, e.g. how well-optimized the profile and its corresponding website is, high number of positive reviews, etc.
How to Get Started with Google Business Profile
1. Set Up a Profile
Visit Google Business Profile and click on “Manage Now”
Enter your business name and address, and follow the prompts to verify your location
2. Claim Your Existing Profile
If your business already appears on Google, claim it
Verification may be done via mail, phone, or email (Tip: don’t choose mail, it’s too slow)
3. Optimize Your Profile
Update hours, services, photos, and other details
Encourage reviews to boost credibility and search visibility, and then respond to them
Update your profile regularly or when important information changes (e.g. hours of operation, pricing) to keep it active and engaging
How an Optimized GBP Boosts Your SEO
A well-optimized Google Business Profile is the cornerstone of your local search presence—it ties directly to your NAP details and the citations that confirm your business’s legitimacy online. It can:
Improve your visibility in “near me” and other local searches
Signal credibility and relevance to Google
Drive traffic to your website, phone, or physical location
Even small updates—like adding photos or responding to reviews—can make a measurable difference in your local search performance.
If the process feels overwhelming or you’d like an expert to set up and optimize your profile, contact me. I can help your business stand out in local search results and attract more customers.