Contents:
- Introduction to Local Search
- What is Google Business
- Why Google Business is Important
- Local SEO impact and search rankings
- Google Maps integration
- Voice search optimisation
- Customer engagement and trust
- Direct customer communication
- Market Intelligence
- Cost Effective Marketing
- Recent Developments and Industry Impact
- Future Outlook
- Contact Page for Google Business Support
Introduction to Local Search
If a potential customer pulls out their phone and searches “near me”, there’s a good chance they’re not browsing – they’re buying.
Nearly half of all Google searches are made with local intent, and most of those searches now happen on mobile devices. Even more telling? Around 3 in 4 users who perform a local search on their phone visit a business within 24 hours.
That means local search is no longer just about visibility. It’s about being found at the exact moment a customer is prepared to act.
Here’s where Google Business steps in – your Google Business Profile is often the deciding factor between a click, a call, or a visit… or being ignored entirely. But what is Google Business and why is it so important to your online presence?
What is Google Business?
Google Business (aka “Google Business Profile” or “GBP”) is essential for modern business visibility and customer engagement. Google holds an overwhelming majority of the global search market, with around 90–91% share of worldwide search queries; in the UK, Google controls over 92–93% of all search queries – an even stronger dominance than the global average. With Google search the gateway for online discovery, it’s local business tool Google Business is an important part of this ecosystem – powering business profiles, reviews, maps listings and local search prominence.
Google Business integrates with not only Google Search but also Google Maps, Google Shopping and more recently with your other social media channels, making it an essential element of your online presence.
Why Google Business is Important
Local visibility matters now more than ever and in today’s digital landscape, being found online isn’t just important — it’s essential. Nearly half of Google searchers are actively looking for products or services near them right now, which has big implications for businesses of all sizes: local search is where intent meets opportunity.
If your business isn’t visible in local search – particularly on Google Search and Maps – you’re effectively invisible to a large portion of potential customers right when they’re ready to act. More than 97% of people use search engines to find local businesses, and 78% of these local searches result in in-store visits. Optimising your Google Business Profile increases the likelihood of showing in the Google Local 3-Pack (the highlighted set of three business listings that appears at the top of local search results) which is displayed in up to 93% of all local searches. Businesses that rank in this 3-Pack receive significantly higher engagement (clicks, calls, directions) compared to lower-ranked listings.
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Local SEO impact and search rankings
Ranking well in local search isn’t accidental. Google’s algorithms combine relevance, proximity, and prominence to decide which businesses appear first. A complete and optimised Google Business Profile (GBP) – with accurate categories, photos, service details, and reviews – helps Google understand and rank your business. You can check out Google’s Tips to improve your local ranking here: https://support.google.com/business/answer/7091
Google Maps Integrations
Google Maps isn’t just for directions – it’s one of the most common ways customers explore local businesses. Having a presence on Maps helps businesses:
- Appear in location-based queries
- Show key details like hours, directions, and photos
- Drive calls and visits directly from search and map results
And because Google Maps and Search are tightly integrated, your Business Profile influences rankings in both – amplifying your visibility across devices and platforms.
Voice search optimisation
Whilst Google Business is not natively voice operated, having structured and optimised business data on your profile ties closely with voice search functionality. With studies showing consistent and growing usage of voice assistants to find local business information like opening hours, directions, and service details, it is key to get natural language, conversational queries, and structured business data right.
Customer engagement and trust
Online reputation has become one of the most powerful competitive differentiators a business can have, especially in local search and presence. Recent data shows that 95 % of customers check online reviews before making a purchase decision, which means reviews have become almost as important as the product or service itself. Many users also say they will pay more to experience good customer service than pay less and risk a bad transaction – a true manifestation of the “buy cheap, buy twice” mentality directly influenced by what other people say online.
Google plays a dominant role in this landscape – hosting around 73 % of all online reviews – making your Google Business Profile an essential element in the battleground for building a good reputation. More than half of consumers now expect businesses to respond promptly to negative feedback — 53 % want a reply within a week, and many within just a few days.
Managing reviews from initial collection to proactive response helps build credibility and visibility. Businesses that respond quickly and thoughtfully to feedback not only gain customer trust but also improve their local search presence.
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Direct customer communication
As well as being able to respond to reviews, Google Business also allows for direct messaging via the platform and updates via Posts. This gives businesses several ways to directly communicate with their customers. In this way, Google Business isn’t just about damage control: it’s about relationship building. When customers see that a business cares enough to answer criticism, thank them for praise, arrange appointments or respond to feedback with new offerings, it builds confidence that translates into loyalty.
Market Intelligence
Recent studies on businesses using vs. not using Google Business Profile show that:
- An average local business with a GBP receives about 1,260 views per month from Google Search and Maps activity.
- 45 % of businesses receive direct appointment bookings via their profile
- About 16 % of businesses get more than 100 calls per month directly from their profile — indicating high intent from searchers.
- Businesses with a completed Business Profile are 7× more likely to be trusted by customers than those without.
- 58 % of customers say having a Google Business Profile increases physical store visits, compared with businesses without visible profiles
- 75 % of businesses ranking in the top three local search positions on Google have complete profile descriptions — a much higher rate than lower-ranking businesses.
- Despite the above, only 64% of businesses have verified their Google Business Profile, meaning roughly 36 % are not even verified
Businesses that actively use and optimise their Google Business Profile are better positioned to capture attention at the exact moment customers are searching. A well-maintained profile supports discovery, engagement, and decision-making throughout the customer journey.
✔️ Higher visibility in Google Search & Maps
✔️ More customer actions (calls, website visits, bookings)
✔️ Better trust and higher likelihood of conversion
✔️ Stronger local SEO and higher positions in search results
Not Using or Under-Optimising GBP
When a Google Business Profile is missing, outdated or under-optimised, businesses risk losing visibility and credibility at key decision points. In highly competitive local markets, this often results in missed opportunities and reduced search performance.
✘ Missed monthly views and discovery opportunities
✘ Less credibility (users rely on profile info and reviews)
✘ Lower organic and local search ranking relevance
✘ Competitors with optimized profiles dominate local visibility
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Cost Effective Marketing
Creating and optimising a Google Business Profile offers a powerful, cost-effective way to increase brand visibility, build trust and connect with customers at the time when they’re searching – all without the ongoing costs of traditional advertising. It acts as a digital storefront in Google Search and Maps, giving businesses the tools they need to showcase their brand, manage customer interactions, and drive real-world enquiries.
Google Business offers many benefits, not least that it is completely free to use. In addition, you can also:
- List all key business information, including your name, website URL, opening hours, contact details, and address
- Showcase your product catalogue and service offerings
- Publish posts, offers, and events, with the ability to schedule updates using the built-in scheduling tool
- Upload images and photos to enhance posts and improve visual engagement
- Collect and manage customer reviews and respond to Q&A directly
- Access AI-powered features such as performance insights, analytics, and appointment booking integration
- Integrate with Google Ads to increase visibility and reach more customers
Whilst it may seem another channel to add to an already busy schedule, the breadth of features available make Google Business a cost effective marketing channel.
Recent Developments and Industry Impact
Google have been investing the Google Business platform consistently since its launch in 2014. Despite a number of name changes over the years, the core aim of GBP has always been to streamline business management, combining Google Places, Google+ Local, and Google Maps into a single dashboard.
Recent changes to GBP include:
- Enhanced AI support in Maps including contextual suggestions, Gemini AI for directions (walking and cycling) and interactive assistance.
- Official launch of review request links and QR codes for Business Profile, enabling businesses to share review links directly with customers in order to generate more reviews.
- Better support for Business Profile verification and review accuracy.
In addition, AI-generated Q&A and automated insights are due to be introduced as part of Google’s move to push GBP towards an AI first “discovery hub” mode. Part of this includes pulling in updates from related social media accounts in order to show time sensitive “what’s on” information for businesses.
Future Outlook
In an increasingly AI-driven and search-led digital environment, Google Business has become a foundational tool for modern marketing. It plays a critical role in how customers discover, evaluate, and engage with businesses online, particularly at a local level. By combining visibility in Google Search and Maps with reviews, content updates, analytics and AI-powered insights, Google Business helps businesses build trust and remain competitive in a crowded marketplace.
Contact Page for Google Business Support
For businesses not yet utilising Google Business, now is the time to act. Setting up and optimising a profile is free, straightforward, and can deliver measurable results quickly. From improving local visibility to driving enquiries and footfall, Google Business offers one of the highest returns on investment available to small and medium-sized businesses.
As Google continues to evolve through AI integration, automation, and new search experiences, keeping your Google Business Profile accurate, active, and up to date is more important than ever. Regularly updating content, responding to customer interactions, and staying informed on new features will ensure your business remains visible, relevant, and well-positioned for the future of digital search.
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