When it comes to finding information about your local business, Google is the go-to source. That’s why it’s so important to have a well-optimized GMB profile.

From displaying your business photos to listing your open hours, your GMB profile is a powerful marketing tool that should be part of any local-search strategy. Here are seven key benefits of using it for your business:

1. Increased Visibility

Google My Business allows you to create, optimize, and manage your business profile. This is a valuable tool that can help you build a strong online presence, get more customers, and make more money. It also offers a lot of insights and statistics that can help you understand your market better.

GMB profiles show up in search results on both Google Search and Maps. This is great for small businesses that don’t have a website or can’t afford expensive advertising. It can help your target audience discover you, whether they’re looking for a local restaurant, dry cleaner, or auto repair shop.

Your listing can include your name, phone number, address, hours of operation, photos, a map, reviews, and more. Creating and optimizing your profile is quick and easy. Plus, you can track clicks on your listing and other marketing efforts with tools like UTM codes and Google Analytics.

You can even add a call tracking phone number to your profile so that you can see how many calls you’re getting from each of your advertising channels. This can help you determine which advertising channels are working and which ones aren’t. You can also use your Google My Business profile to create a list of service areas if you have multiple locations.

2. Increased Convenience

Whether a customer is looking for your products, services, or store location, Google My Business assistance offers them the information they need. This includes contact information, hours of operation, and other relevant details.

It also provides reviews and ratings, which are critical for boosting trust in a brand. In fact, 80 percent of consumers report that online reviews can impact their decision to buy a product or service. Using Google My Business, you can encourage positive reviews and interact with your audience to maximize client satisfaction.

In addition to the information listed on your profile, you can add a business description and upload appealing photos that help drive interest and conversions. You can even use an app like Birdeye Messaging, which allows customers to message you directly from your listing—simplifying communication and increasing customer service efficiency.

If you offer in-person services, such as beauty or fitness, you can also take advantage of Google’s booking feature, which allows your customers to schedule appointments from your GMB profile. To use this, you must link your GMB account to one of Google’s supported scheduling providers. To check if your business is eligible, visit the Reserve with Google tab in your Google My Business account.

3. Increased Conversions

As a business owner, you know that your online profile is the single best way to generate customer trust and drive conversions. While content marketing and optimizing your website pages are still important, a well-optimized GMB profile is the simplest way to get results.

In addition to including the right keywords in your business description, ensuring that your profile is accurate and up-to-date is crucial to your local search strategy. When customers discover that your business information is consistent across all platforms, it boosts the confidence of those looking for a product or service and increases trust in your brand.

The review feature on your Google My Business profile is another key component to boosting your local SEO. It’s estimated that 80 percent of consumers will read reviews before making a purchase decision. Encourage your happy clients to leave feedback on your Google My Business profile, and be sure to respond to both good and bad reviews.

Lastly, many local marketers use call tracking solutions like Invoca to track phone calls made to their GMB profile. You can easily do this by adding the Invoca trackable number as the primary phone option in your profile, and moving your standard business phone number to the Additional phone field. This allows you to track calls while maintaining NAP consistency.

4. Better SEO

Google My Business is a free service that gives you tailored visibility on the world’s most trusted search engine. It takes less time to optimize your GMB profile than it does to launch a sponsored search campaign.

By claiming, verifying, and optimizing your Google Business Profile, you can boost your local SEO and stand out from competitors who aren’t using it. It’s also a great way to generate reviews and ratings from customers.

When customers see that your business has been rated highly and that you’re active in responding to customer reviews, they’ll feel confident and trusting of the services you provide. This is a key factor in driving more customers to your business, so make sure you’re actively generating and managing reviews.

You can also use your Google Business Profile to share content and updates with your audience, post offers and promotions, answer FAQs, showcase photos and videos, create events, and more. This is all great for SEO because Google prioritizes businesses that are active online and engage with their audience.

5. Better Customer Service

A well-managed GMB profile gives you powerful tools for attracting and serving customers. You can easily answer questions through your business listing, highlight customer testimonials in the Knowledge Graph, and post special offers that encourage potential customers to call or visit you. Google also allows you to track clicks to your website, menu link, or appointment request through UTM codes and Google Analytics.

The best part is that you can get all these features for free! In fact, using these tools can even help you save money. A well-maintained GMB profile is a great way to build trust and credibility with potential customers, resulting in more conversions.

You can use Google My Business to showcase your business’s visual content by adding photos and videos. You can also feature user-generated visual content and run contests to drive engagement with your brand. By providing your audience with compelling photos and videos, you can increase visibility and attract new customers. You can also offer an incentive for sharing visual content (like a discount or freebie) to increase the likelihood of them doing so.

6. Better Reputation Management

Having a well-maintained Google My Business profile improves the chances that you’ll get listed in local search results. Inconsistent information in multiple directories is one of the biggest factors that could hurt your local SEO, so it’s important to check and update your GMB listing frequently. Using a tool like Semrush’s Listing Management, which automatically detects your business name and address across dozens of online directories, can help you spot and correct inconsistencies.

The categories you choose for your Google Business Profile are a major factor in how people find your business. Be sure to choose a category that’s relevant and reflects the nature of your business. Avoid choosing categories that are too broad or vague, such as “Fast Food Restaurant,” which doesn’t give users a clear picture of what your business does.

Reviews on your Google Business Profile have a big impact on whether customers decide to do business with you. In fact, 80 percent of consumers say that online reviews can change their minds about making a purchase. Encourage happy customers to leave reviews for your business, and be sure to respond professionally to negative or neutral feedback to show that you care about customer satisfaction.

7. Enhanced Customer Experience

Google My Business (previously Google Places) allows companies to manage their appearance on one of the world’s most popular search engines. As a result, it offers a host of benefits for businesses who utilize it.

If a customer searches ‘places to eat near me’, for example, Google will return the location of restaurants that best meet the user’s intent. This is because Google has developed algorithms that consider user intent when determining which places to display.

Ensure your listings are up to date by regularly logging into GMB. You should include a business description, images, service offerings, operating hours, and more. The more information you have on your profile, the more likely you are to show up in relevant searches.

You can also add your call tracking number to your business phone number in GMB, allowing you to track which channels customers are calling from. If you’re using a service that integrates scheduling solutions with your GMB account, you can allow customers to book appointments directly from their search results page. This increases convenience for your customers and drives conversions.

If you use an agency to manage your GMB accounts, make sure they are registered as a Google Partner and have access to special features. These features include reporting and insights on audience engagement, website traffic, and company sales.