Last Updated on December 29, 2025 by Jan Barley
Is Google Business Profile worth it?
If you’ve ever searched for a local shop or service on Google, you’ve already seen how powerful a Google Business Profile can be. It’s often the first thing people notice when deciding where to go or who to trust. Yes, a well-managed Google Business Profile is worth it because it helps your business stand out, build trust, and attract more local customers—all for free.
You can use it to share key details like your opening hours, photos, and customer reviews, all in one place. When people search nearby, your profile can appear on Google Maps and in local search results, giving you a better chance for customers to choose your business over competitors.
In this post, you’ll see why Google Business Profile matters for local businesses and weigh the pros and cons to decide if it’s worth your time.
Why Google Business Profile Matters for Local Businesses
Your Google Business Profile helps people find and choose your business when they search online. It improves how your company appears in local results, builds trust through reviews and photos, and ensures your details are accurate across Google Search and Google Maps.
You Can’t Rely on Google Website Traffic
If you’re relying on your website traffic for business, you’ve probably already experienced the enormous drop since Google launched AI overview and the catastrophic December 2025 update decimated traffic globally. Website owners reported drops of 40-85%. One company went from 100k clicks to zero! I too, watched my traffic drop over a cliff in a matter of days. It’s heartbreaking when you put so much work in to getting content ranked.
So, if you need local business, you can no longer rely on Google SERPs. It’s the primary reason I switched my focus from writing blog content for clients to Google Business Profile.
How Google Business Profile Boosts Local Search Visibility
Your Google Business Profile affects how often and where your business appears in local search results. When someone searches for “plumber near me” or “best café in Brighton,” Google relies on your profile data to decide if you match the query.
You can make your Google Business Profile worth it by completing every section of your profile increases your visibility. Include your business name, address, phone number, and categories that describe your services.
Adding photos, posts, and regular updates signals to Google that your business is active, which can help you appear more often in search results and map listings.
Also, keep your opening hours and website link up to date. Google rewards accurate and consistent information, which can push your listing higher in local search rankings.
Impact on Google Maps and Local Pack Rankings
Your Google Business Profile determines how your business appears on Google Maps and in Google’s “Local Pack,” which is the top three listings that appear under the map in local search results.
Google uses factors like distance, relevance, and prominence to rank businesses. A complete and optimised profile helps you meet these criteria.
For example, if you run a bakery in Manchester, adding your exact location, accurate hours, and customer reviews helps Google match your listing to users nearby.
Businesses with strong profiles often appear in the Local Pack, which attracts more clicks and calls than regular organic listings. Being visible here can directly increase foot traffic and enquiries.
Role in Customer Engagement and Trust
Your profile acts as your digital storefront. Customers can see your reviews, photos, and responses before deciding to visit or contact you.
Positive Google reviews and quick responses to questions show that you care about your customers. That builds credibility and encourages others to choose your business over competitors.
Get into the habit of asking customers for a review as soon as possible after a sale. They say only 1 in 10 will write a review if asked, but that number drops the longer you leave it.
You can add a QR code (available from your GBP) to your invoices or emails.
Adding real photos of your shop, staff, or products also helps. People trust listings that look genuine and up to date.
You can also use posts to share offers, events, or news. These updates keep your listing fresh and show that your business is active and engaged with the community.
Importance of Business Description and Information Accuracy
Your business description helps people and Google understand what your business offers. Use clear, simple language to describe your primary services, products, and location.
Avoid keyword stuffing; instead, use natural phrases that reflect what customers search for. For example, “family-owned Italian restaurant in Leeds” tells both users and Google what you do and where you are.
Keep all contact details, categories, and attributes accurate. Inconsistent information can confuse Google and reduce your chances of appearing in local search results.
A well-maintained profile with correct details, photos, and reviews helps customers find you easily and trust your business before they even visit.
Pros and Cons: Is Google Business Profile Worth the Effort?
A Google Business Profile (GBP) can help your business appear in local searches, attract more customers, and build trust through reviews and updates. However, managing it well takes time, consistency, and care to avoid common pitfalls that could harm your online reputation.
Key Advantages of Using Google Business Profile
A well-optimised GBP listing increases your visibility in local search results and on Google Maps. That helps nearby customers find your business quickly, especially when they search for services “near me”.
You can share updates, offers, and events using Google Posts. These short updates keep your profile active and show potential customers that your business is engaged and up to date. I typically post once weekly.
Customer interaction is another significant advantage. People can call, message, or ask questions directly through your profile. You can also respond to reviews, which helps build credibility and trust.
Regular activity signals to Google that your business is legitimate and relevant. That can improve your local search ranking and increase website visits, calls, and foot traffic.
| Feature | Benefit |
| Reviews | Builds trust and social proof |
| Posts | Promotes updates and offers |
| Messaging | Enables direct communication |
| Photos | Makes your listing more appealing |
Potential Drawbacks and Limitations
While GBP is free, it requires time and effort to maintain. You’ll need to monitor updates, reply to messages, and manage customer reviews regularly.
Negative reviews can impact your reputation if ignored. You should respond to negative reviews politely and professionally to show you value feedback and care about improvement.
Google sometimes changes features or layout without notice, so you may need to adjust how you manage your listing. For example, AI-generated summaries now appear on some profiles, and inaccurate information could affect how customers view your business.
You also have limited control over how Google displays your listing. It can pull information from user contributions or third-party sources, which might not always be correct.
Tips for Maximising Your GBP Listing
Keep your business information accurate, including name, address, phone number, and hours. Update it whenever something changes to avoid confusing customers.
Add high-quality photos that show your products, services, or location. Businesses with fresh images often appear more trustworthy and attract more clicks.
Use Google Posts each month to highlight promotions, events, or updates. These posts can include call-to-action buttons that drive visitors to your website or prompt them to make a call.
Make your Google Business Profile worth it by adding add WhatsApp or text functionality by adding a mobile number to your listing. Make it as easy as possible for customers to contact you.
Finally, check your insights regularly to see how people find and interact with your listing.
Complementing Your Website and Local Marketing
Your GBP should work alongside your website, not replace it. Think of it as a local marketing tool that directs people to your site for more details or to make purchases.
Make your Google Business Profile worth it by using consistent branding and messaging across your GBP, website, and social media pages to help customers recognise and trust your business.
You can also link GBP posts to key landing pages, such as contact or booking forms, to increase conversions.
Combine your GBP with other local marketing tactics, such as community events, local ads, and partnerships. When you use these tools together, you strengthen your visibility both online and offline.
Conclusion
Is having a Google Business Profile worth it, considering the effort?
Don’t be put off by what seems like a lot of hard work to maintain your Google Business Profile. It’s essential to set up your GBP correctly and optimise it for SEO, but once that’s done, it’s simply a matter of maintaining it weekly.
Typical tasks might include the following:
- Posting once a week
- Responding to reviews
- Checking performance
- Checking keyword ranking
- Adding new products or services
- Uploading photos and videos: Adding geo-location helps and is easy with the Google Photos platform.
- Adding FAQs: Add one or two questions and answers, typically what your existing customers might ask.
