Originally Published Nov 8, 2021

Have you ever entered an address into your phone, or asked Siri to find a location, only to find yourself in the wrong location? Were you inconvenienced? Did the experience leave you late for a meeting or appointment? Given that nearly everyone now possesses a smartphone, tablet, or computer (and many have multiples), can you imagine the missed opportunities businesses are losing out on by not being easily found online?

Per Brightlocal, 96% of all people used a digital search in the past 12 months. Therefore, it's a necessity to have accurate business information in front of the people performing online searches. By the end of this article, you'll have an understanding of the benefits of Google Business Profile, or GBP (formerly known as Google My Business, GMB, or Google Places), and why it's vital to businesses.

What Is Google Business Profile?

Google Business Profile or GBP is a tool that generates a listing for a business that includes vital company information such as the company's name, phone number, address, website, customer feedback, products, services, categories, service areas, videos, photos, logos, hours, COVID information, delivery information (if relevant), and additional items that are being introduced regularly. GBP makes it simple for customers to contact, visit, or receive directions to your company.

GBP includes reporting metrics called Google Insights to assist businesses in making informed marketing decisions. The insights will tell you whether your business is being found through Direct, Indirect, or Brand searches. Furthermore, these insights will indicate whether you are found by Google Search or Google Maps users on mobile devices or desktops. You can then determine if a user clicked to call, obtained directions, or visited your website down to the date and time of each search. 

The Benefits of Google Business Profile

Why should you use Google Business Profile? Well, GBP is a practical and creative alternative to traditional advertising. Thanks to technological advances, marketing your services, products, or brand is relatively quick and straightforward. Google's business listing is often the first place a potential customer will see your business; therefore, accurate information is of the utmost importance. Additional benefits you can receive from an accurate and fully built out GBP follow:

Become Part of Google's Local Pack

If you’ve utilized Google's search results over the past few years you may have noticed the limited number of listings to the left of, or under the Maps results, but above the organic results. These special listings are called the Google Local Pack. Many don't realize that their business can show up here when they build out their GBP. 

Local Pack listings are the first things users see on a search engine results page (SERP). As this pack is the prime-time spot for local exposure, “above the fold”, as some would say, placement in the Local Pack can boost your local rankings. Per MomentFeed, "the first thing users see on a SERP 93% of the time" is the Local Pack listings, and users trust these listings.

Improve Your Digital Exposure

More than 90% of the world uses Google, so your GBP profile can be viewed and accessed by a significant number of people. The more prominent you are in the search results, or the more frequently your business appears in search results, the higher your chances are of attracting new and returning clients' attention. 

A GBP listing makes it simple for companies to market their products and services online by enhancing exposure and raising the likelihood of appearing in search results, so it may make it easier for potential consumers to locate and contact you. In fact, 60% of mobile users make direct contact with businesses using the GBP interface.

Benefit from Reviews

90% of people read reviews before making a purchase, and reviews are a vital part of a business's online presence that many consumers rely on to help them make an educated decision before they make a purchase. As a result, businesses with GBP reviews are more likely to receive clicks and conversions than those without these reviews. A verified GBP profile also allows you to monitor and track your reviews.

Google Reviews are the largest review platform accessible today, and when potential consumers explore a company, customer reviews may hugely influence whether they become a client. A product with 50 or more reviews has a 4.6 percent boost in conversion rates. Google Reviews can also help improve your business's reputation, customer experience, and even internal processes and procedures. 

Increase Your Lead Insights

Google Business Profile insights look at how people see your listing on Search and Maps, as well as what they do after discovering it. The Insights tab in your GBP dashboard give company owners' consumer engagement statistics obtained from their GBP listing, such as clicks to your website, clicks to call, and clicks for directions. Google Business Profile also allows you to see where those calls are coming from and if your team answers them.

Raise Your Sales

According to Search Engine Watch, 50% of individuals who use their mobile phones to search for local businesses end up visiting a store. This same report found 4 out of 5 people are conducting searches for a local business either on their phone, computer, or tablet. When your business is found during one of these searches, it can translate to increased sales! Plus, you won't have to guess where the sales are coming from since Google Insights provides an understanding of where new leads and sales traffic originates.

Improve Your Local SEO

If you plan to invest in a Search Engine Marketing program of any type (Google Ads, SEO, etc.), your GBP will be one of the essential pieces to bolster your success! Google Business Profile makes it simple for consumers to access information about your business across various platforms, such as hours of operation, contact information, and directions – all of which is valuable content. 



When utilized effectively, your GBP may help improve your search results, website traffic, and generate leads and income, while also providing important insights on your client base.

Now That You Know...

With an expanded knowledge of what Google Business Profile is, how it works, and how to use it, hopefully you now understand that using this free service for local marketing is not only a good idea, but a necessity. Set up your Google Business Profile account now so your Business Profile will be able to outperform your competition, and attract more consumers via the world's most popular search engine!

Partner With Summit

Summit Media Solutions partners with businesses to create a solid foundation for your company in the digital realm. As your business evolves Summit will monitor your GMB to ensure it’s always up to date. In addition, we will educate you on Google updates, how they may affect your business, and provide tips to improve your GMB listing and digital presence.

Request your digital presence evaluation today to find out how you compare with your competition! 

For more information on claiming and optimizing your GBP listing click here. And if you found this article helpful, join our email list to be notified when similar topics are published.