If you’re running a local business and not using Google My Business (GMB), you’re missing out on one of the most powerful tools for local visibility online. In a world where people rely on Google to find what’s near them—whether it’s a restaurant, plumber, or chiropractor—GMB is your digital storefront.
This article will break down what GMB is, why it’s critical for local SEO, and how you can use it to bring more foot traffic, calls, and clicks to your business.
What is Google My Business (GMB)?
Google My Business, now officially called Google Business Profile, is a free tool that allows business owners to create, manage, and optimize their presence across Google’s ecosystem—including Google Search and Google Maps.
When someone searches for your business name or keywords related to your services in your area, your GMB profile can show up on the right-hand side of the search results or in the map pack (the three local listings that appear before organic search results).
Your profile typically includes:
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Business name
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Address
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Phone number
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Website
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Hours of operation
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Reviews
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Photos
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Posts & updates
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Q&A section
GMB gives searchers instant access to key info about your business. And for you, it’s a way to gain free exposure, build trust, and drive local SEO success.
Why GMB Matters So Much for Local SEO
Local SEO is all about being found by people in your area when they’re searching for something you offer. GMB plays a huge role in that process. Here’s how:
1. Visibility in Google Search and Maps
When you verify and optimize your GMB profile, you increase your chances of showing up in:
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The Local Pack (the top 3 map listings)
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Google Maps results
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Branded searches (searches that include your business name)
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“Near me” and geo-targeted keyword searches (like “pizza near me”)
This visibility is especially important for mobile users who are ready to take action—whether that’s visiting your location or giving you a call.
2. Improved Local Rankings
Google uses your GMB profile data to determine how relevant your business is to a local query. Factors like:
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Business category
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Consistent NAP (Name, Address, Phone number)
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Keywords in your business description
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Customer reviews
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Proximity to the searcher
All of these can affect where and how your business shows up. A well-optimized GMB profile can dramatically boost your chances of ranking higher than your competitors.
3. Customer Trust & Engagement
Your GMB profile is often the first impression someone has of your business. If it’s filled out, accurate, and includes great reviews, people are more likely to trust you.
Even better, GMB allows for direct engagement:
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Customers can message you directly
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They can ask questions and get answers
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You can respond to reviews (both positive and negative)
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You can post updates, offers, and events
This two-way communication builds trust and gives your business a more human, responsive feel.
Key Features of GMB That Drive Local SEO
1. Business Categories
Selecting the right primary and secondary categories tells Google what kind of services you offer. Be specific—“Italian Restaurant” is better than just “Restaurant.”
2. Photos and Videos
Businesses with photos get 42% more requests for directions and 35% more clicks to their websites, according to Google. Upload images of your storefront, team, menu, interior, services, and happy customers.
3. Posts and Updates
You can publish short posts on your GMB profile like:
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Announcements
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Promotions
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Events
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Blog snippets
These updates show up directly in search results and help keep your profile fresh and relevant.
4. Reviews and Ratings
Positive reviews don’t just build trust—they also improve your local rankings. Encourage happy customers to leave reviews and always respond (even to the bad ones) in a calm, helpful way.
5. Insights and Analytics
GMB provides analytics on:
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How customers found you
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What actions they took (calls, website visits, direction requests)
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What keywords they searched
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Where they are located
Use these insights to fine-tune your local SEO strategy and spot opportunities.
Tips to Optimize Your GMB Profile
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Claim and verify your listing (a simple postcard or phone verification usually does the trick).
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Use accurate and consistent NAP (Name, Address, Phone) details.
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Choose the most relevant categories for your business.
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Write a compelling business description with keywords related to your services.
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Add photos regularly to keep the listing fresh.
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Encourage and respond to customer reviews.
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Post updates weekly—specials, behind-the-scenes content, seasonal changes, etc.
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Keep your hours and contact info up to date.
Common GMB Mistakes to Avoid
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Adding keywords unnaturally in your business name (Google might suspend you).
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Ignoring bad reviews (it makes you look like you don’t care).
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Leaving fields blank—fill in everything you can.
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Forgetting to update hours during holidays or special events.
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Using a toll-free number instead of a local number (Google prefers local).
Final Thoughts
Google My Business is no longer optional—it’s essential. Whether you’re a barber, dentist, personal trainer, or auto shop, GMB is the front door to your business online.
When optimized correctly, it puts your name in front of local customers who are actively searching for what you offer. It’s one of the easiest, free tools available that directly impacts local SEO, visibility, and credibility.
So if you haven’t claimed or polished your GMB profile yet, now’s the time. Because when people Google your service in your area, you want to be right there waiting—not hidden behind competitors who already did the work.
Also, you can learn more about NAP for Local Success here.