What is the Google Business Profile?
The Google Business Profile (formerly 'Google My Business') is your entry in Google Maps and local Google search. It shows address, hours, phone, reviews, photos and directions.
For local businesses it's often the first — and sometimes only — contact with potential customers. Whoever isn't there, or appears poorly, loses inquiries.
Why it matters so much
Over 80% of local searches happen on mobile. Google shows the Maps block at the top — those who appear there get the most clicks and calls.
Calls and route requests are highly qualified leads: people with a concrete need right now. A good profile turns searches directly into contact.
Setting up profiles correctly
Completeness: address, phone, hours, website, category, description — fill everything. Google prefers complete profiles.
Photos: upload new images regularly (interior, exterior, team, products). Profiles with up-to-date photos get 35% more clicks.
Posts: Google Posts (similar to social updates) signal activity. 1–4 posts per month are realistic.
Q&A: post and answer frequently asked questions yourself so you control the answers.
Managing reviews actively
Reviews are the most important factor for clicks and trust. Actively ask satisfied customers for a review — ideally right after a successful job.
Reply to every review. For positive ones: a short thank-you. For negative ones: calm, solution-oriented, no justification. How you reply matters more than what's written.
Common mistakes
Profile not claimed or outdated. Wrong opening hours. No or bad photos. Not responding to reviews. No posts.
Serious mistake: bought reviews. Google detects this; the profile can be suspended — and competitors report it.
Conclusion
The Google Business Profile is the most important free local marketing tool. A well-maintained presence often brings more inquiries than the website itself — and only costs time, not licences.