Quick. Easy. Best. These are the words people rely on when choosing a business. Let’s say you’re hungry and looking for a restaurant.
The quickest way? Search Google or open Google Maps—it takes just a few seconds.
The easiest way? Choose a spot nearby to save time and avoid traveling far.
The best way? Pick a place with great ratings and reviews to ensure you enjoy your meal.
This is exactly how most people connect with local businesses today. If you’re a business owner wondering how to play this game, keep reading!
The way people discover and interact with local businesses is constantly changing. Back in the 2000s, newspaper ads, the Yellow Pages, and billboards were the go-to methods. While they still have their place, they’re no longer the most effective ways to reach customers.
So, what’s working now? Local SEO. And the MVP (most valuable player) of Local SEO? Google Business Profile (GBP). It’s the bridge that connects customers to businesses near them.
What is Google Business Profile, and why should you care?
Google Business Profile (formerly “Google My Business”) is a free tool that allows business owners to manage and optimize their online presence.
Your GBP listing can show up in three critical places:
Google Maps (web and app versions)
Local Pack/Map Pack (the first three businesses shown in search results)
Local Finder (the “More Places” section from the Local Pack)
By optimizing your GBP, you ensure your business is visible exactly when potential customers are looking for it.
Be visible at the right time
Ever heard the phrase “right place at the right time”? For businesses, this means being discovered by a customer at the exact moment they’re searching for what you offer.
This is where GBP shines. It connects customers actively searching for a product or service with businesses ready to provide it. It’s like striking while the iron is hot—meeting customers at the perfect moment of intent.
Build trust
When people search for a product or service near them, they’re often ready to make a purchase. Take Lucy, for example. She’s searching for a “car repair shop near me.” Chances are, she’s in urgent need. At that moment, an optimized GBP with good reviews could be the deciding factor.
Positive reviews—or even negative reviews with thoughtful responses—help build trust and credibility. And trust is priceless in business. GBP makes managing reviews and building your reputation simple and effective.
Engage with customers
An active, well-optimized GBP provides key information like your location, opening hours, and contact details—all just a click away on a mobile device. Customers can easily call you, get directions, or visit your website.
The Q&A section and customer reviews offer additional opportunities to engage and show potential customers you’re responsive and reliable.
Final thoughts
So, do you need a Google Business Profile? Absolutely! It’s an essential tool for connecting with customers searching for what you offer. If you already have one (or even multiple profiles), Zoho Publish makes it simple to optimize them, ensuring your business is easily discovered online.
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