WHAT IS GOOGLE MY BUSINESS?

At Lillian Purge, we specialise in Local SEO Services and have crafted an essential explainer on What is Google My Business, ensuring you understand all the features and benefits for maximising your local exposure.

Google My Business, now officially known as Google Business Profile, is a free tool that allows businesses to manage how they appear on Google Search and Google Maps. It’s one of the most important tools for local SEO because it helps potential customers find and connect with your business when they search for products or services nearby.

This article explains what Google My Business is, how it works, and how you can use it to attract more local customers and improve your search visibility.

Understanding Google My Business

Google My Business is essentially your business’s online profile within Google’s search ecosystem. It displays key details about your company, including your name, address, phone number, website, opening hours, and customer reviews.

When someone searches for your business or a service you offer, your Google Business Profile appears in the “local pack” (the top three map listings) or in the sidebar on desktop searches. This makes it easier for potential customers to call, visit, or learn more about you directly from the search results.

Why Google My Business Matters

A Google Business Profile increases visibility where it matters most: local search. More than half of all online searches are local, and customers often use Google to find businesses nearby. A fully optimised profile can:

  • Improve your chances of appearing in local search results and Google Maps.

  • Encourage calls, messages, and direction requests.

  • Build credibility through customer reviews.

  • Help you stand out from competitors in your area.

For local businesses, it acts like a digital shopfront that provides instant information and influences customer decisions.

Key Features of Google My Business

Business Information

You can add essential information such as your address, service area, phone number, website, and hours of operation. Keeping this information accurate and up to date is vital for ranking well and ensuring customers can reach you.

Customer Reviews

Reviews play a major role in local SEO. Google uses them as a trust signal, and customers rely on them to make purchasing decisions. You can respond to reviews publicly, which helps build relationships and shows that you value customer feedback.

Photos and Videos

Uploading photos and short videos of your premises, team, or products gives potential customers a better impression of your business. Listings with high-quality visuals receive more clicks and interactions.

Posts and Updates

You can use posts to share promotions, news, events, or new services. These updates appear directly on your profile and keep your business looking active and relevant.

Messaging and Booking

Many businesses can enable direct messaging, allowing customers to send enquiries straight from Google. You can also integrate booking systems, making it easier for customers to schedule appointments.

Insights and Analytics

Google provides performance data such as how many people viewed your profile, requested directions, or clicked through to your website. These insights help you measure engagement and improve your strategy.

How to Set Up a Google Business Profile

  1. Visit google.com/business and sign in with your Google account.

  2. Enter your business name and select your business category.

  3. Add your address or specify your service area if you visit customers at their locations.

  4. Add your phone number and website.

  5. Verify your listing—usually through a postcard sent to your address, though phone and email verification options may be available.

Once verified, your profile becomes visible to customers searching on Google or Maps.

Optimising Your Google My Business Listing

To get the most from your Google Business Profile, optimisation is key. Follow these best practices:

  • Complete every section of your profile, including services and attributes.

  • Add new photos regularly.

  • Post updates or offers at least once a week.

  • Encourage and respond to customer reviews.

  • Use local keywords naturally in your description.

  • Check insights regularly to see what’s working.

An active, complete, and well-maintained profile signals to Google that your business is trustworthy and relevant.

How Google My Business Helps SEO

Google uses your Business Profile as one of the main ranking factors for local SEO. A strong profile improves your chances of appearing in the local pack and Google Maps when people search for services in your area.

In addition, it increases clicks to your website, boosts engagement, and supports other SEO efforts by validating your business’s location and authority.

Common Mistakes to Avoid

  • Leaving your profile incomplete or outdated.

  • Using inconsistent information across different platforms.

  • Ignoring customer reviews or failing to reply.

  • Uploading low-quality or irrelevant photos.

  • Forgetting to verify your listing.

Avoiding these mistakes ensures your profile stays accurate and continues to perform well in local searches.

Expert Advice from Lillian Purge

  1. Claim and verify your profile early. It’s the foundation of local SEO.

  2. Be consistent. Keep business details identical across all online platforms.

  3. Encourage feedback. Reviews help build credibility and trust.

  4. Stay active. Post updates, photos, and offers regularly.

  5. Monitor analytics. Use insights to understand how customers find and interact with your business.

Google My Business is one of the simplest yet most powerful tools for boosting local visibility and attracting customers. By optimising your profile, engaging with reviews, and keeping your information up to date, you can turn local searches into real-world sales and long-term growth for your business.

We have also written in depth articles on How to Delete my Business from Google and Why is my Business Not Showing Up On Google as well as our Google My Business Hub to give you further guidance.