WHAT IS GOOGLE MY BUSINESS?

Google My Business is a free tool provided by Google that allows businesses to manage their online presence across Google Search and Google Maps. It helps companies showcase their key information such as location, contact details, opening hours and customer reviews in a format that is easy to find and highly visible. For any business with a physical location or one that serves customers in a specific area, Google My Business is essential for improving local visibility and credibility.

When someone searches for a business type or name on Google, the listings that appear in the local map pack and sidebar are often pulled from Google My Business profiles. These listings include not only basic contact information but also images, customer ratings and a snapshot of how the business is perceived by the public. As mobile search and voice search continue to grow, ensuring that this profile is accurate and optimised is one of the most effective ways to attract and retain local customers.

Why Google My Business Matters

Google My Business plays a crucial role in local search engine optimisation. When users search for products or services near them, Google prioritises businesses with verified and active profiles. This means that having a complete and up to date Google My Business listing can significantly increase your chances of appearing in local search results.

The platform also offers a way for businesses to interact directly with potential customers. Through review responses, Q and A sections and regular posts, businesses can build trust, manage their reputation and showcase what sets them apart. Google My Business allows smaller local businesses to compete more effectively with larger national chains by focusing on visibility within a specific geographic area.

Another key advantage is the data that Google My Business provides. Business owners can view insights such as how many people viewed their profile, how many clicked for directions, and how many visited their website. This allows for better decision making and more targeted

marketing strategies based on real user behaviour.

Setting Up and Managing Your Profile

To get started with Google My Business, a business must create a profile through the platform and verify that they own the business. Verification usually involves receiving a postcard at the business address with a unique code, though phone and email verification are also available in some cases. Once verified, the business can complete their profile with details such as the correct name, address, phone number, website link and category.

Adding high quality images of your premises, products or services helps the listing stand out. You can also add service areas, special attributes and links to bookings or menus where relevant. Keeping this information accurate is essential, as customers often rely on these details to make decisions about visiting or contacting the business.

Businesses can also post updates about promotions, events, or operational changes. These posts appear directly on the profile and can help keep the listing fresh and engaging. Responding to customer reviews is another key activity. A thoughtful response to both positive and negative feedback shows that the business values its customers and is actively engaged in improving its service.

Features That Enhance Customer Experience

Google My Business is more than just a directory listing. It is an interactive platform that allows potential customers to engage with a business directly. Users can call the business with a single tap, view live opening hours and browse photos to get a better sense of what to expect. Some listings also allow customers to send direct messages or book appointments straight from the profile.

The review system is one of the most influential features. Star ratings and written reviews often shape a potential customer’s impression before they even visit your website. Encouraging satisfied customers to leave reviews and responding to them promptly can lead to increased visibility and higher trust. Google’s algorithm takes these reviews into account when ranking local listings.

Businesses can also use the Q and A section to address common queries, helping to reduce friction and answer concerns proactively. If you manage a venue or physical store, updating your holiday hours or accessibility information ensures that users have all the information they need before visiting.

How Google My Business Supports SEO

Optimising your Google My Business profile supports your overall local SEO strategy. The more complete and accurate your profile, the better your chances of appearing in the local map pack and knowledge panel on Google. Local SEO signals such as proximity, relevance and prominence are all influenced by how well your profile is maintained.

Regular activity such as posting updates, uploading new photos and earning reviews also signals to Google that your business is active and responsive. This can improve your position in local search results and increase your visibility to users who are ready to take action. Linking your profile to a well optimised website further enhances your performance and gives users a seamless journey from search to conversion.

It is important to monitor analytics within your Google My Business dashboard. These insights can highlight how users are discovering your business, what actions they are taking and which content is generating the most interest. This data can be used to refine other marketing activities, both online and offline.

Future Outlook and Ongoing Value

As the digital landscape continues to evolve, local search will become even more important. Users increasingly rely on location based search to make quick decisions, especially on mobile devices. Google My Business will remain at the centre of this shift, serving as the digital storefront for countless local businesses.

Investing time in maintaining and optimising your profile pays long term dividends. It helps attract new customers, improves search engine performance and reinforces your brand’s reputation in the community. As Google continues to enhance the platform with new features and greater integration, the businesses that treat their profiles as a key marketing asset will be best placed to succeed.