For years I worked for digital marketing companies that sold local SEO services but didn’t really pay any attention to the client’s Google My Business listing.  I said it was a big deal, but the bosses said no.  Sadly, those same companies are still using the same old, moldy strategies for their local business clients and they still wonder why they can’t make the phone ring.

Let’s explore what the experts (and I) say about Google My Business and why optimizing it is critical for local SEO success.

Local SEO Experts Agree On GMB (Now Google Business Profile)

In 2020, a survey by BrightLocal, they found that –

“82% of local SEO experts say that Google My Business optimization is very important in improving local 3 pack rankings.”

Since the rebranding of Google My Business to Google Business Profile (GBP), the importance of a fully optimized profile has only grown. GBP is now more integrated with Google Search and Maps, making it easier than ever to manage business information across Google’s ecosystem. If you’re wondering whether optimizing your profile is worth it, consider what the experts say about Google My Business – it’s critical for improving your local visibility. If the vast majority of experts believe that, maybe it’s time your business took a closer look at it also. 

In fact, I’d go so far as to say that if you have a local client, and you know what you’re doing, then optimizing their GBP listing is likely even more valuable than their website. As search behaviors continue to evolve, Google Business Profiles are becoming increasingly more important, allowing businesses to showcase key details (like location, hours, and contact info) right on the search results page – without the need for a click. This especially boosts visibility for local businesses.

What the experts say about Google My Business (now, GBP) highlights its role in local 3-pack rankings, which dominate over 90% of search results and provide prime real estate on desktop and mobile screens. The fact that Google local 3-pack listings now show up in over 90% of search results and the fact that the local 3-pack gets prime real estate at the top of the page on desk-top searches and absorbs the first 3 screens of information on mobile devices is the best reason to re-think your local strategy.

Google My Business More Important Now Than Ever

BrightLocal also found that –

“68% of experts believe that your Google My Business listing is more important this year than it was last year.”

To some of us, that’s old news, but the trend is telling!  The number of experts who believe the importance of GMB listings is increasing each year has grown steadily for the last few years. While this was true even before the rebranding to GBP, the trend is even more significant now. The integration of GBP with Google’s broader product suite – Google Search, Maps, and even Google Ads – has made it a more powerful tool for local business visibility. As GBP now allows more customer engagement features like chat, call history, and better analytics, businesses can directly communicate with customers and gather insights into how they’re interacting with your profile.

This shift has made GBP listings even more important than ever. From photos and videos that make your business stand out in search results to the ability to post updates and promotions through Google Posts, businesses can engage with customers in a more dynamic way. And, if you’re wondering whether it’s worth it, the increased visibility on local 3-packs and the introduction of no-click searches should be enough to make you rethink your local strategy.

How GBP Affects Your Google Rankings

Since 2020, Google Business Profiles have become even more crucial in improving local SEO. With Google shifting to no-click searches, more than half of online searches now yield results directly on the search page, without the user needing to click through to the website. This is especially true for local searches, like “best pizza near me”, where Google can provide users with immediate information like business hours, location, reviews, and more.

Key features that improve your visibility in local search results:

• Rich information: Having a complete Google Business Profile allows businesses to show detailed information, which helps with higher ranking in local searches.
• High-Quality Photos: GBP allows businesses to upload up to 10 photos or videos, making your business more visually appealing in search results.
• Google Posts: You can share news, updates, and promotions directly in your GBP, which appears in search results, allowing businesses to engage with searchers without them needing to click through.

Increased customer engagement is another benefit. Responding to reviews, creating a Q&A section, and posting updates can help build trust with potential customers and show Google that your business is active.

What We Know About Google Business Profiles (GBP)

Since the rebranding, Google Business Profiles have continued to evolve with new features that help businesses engage better with their customers and improve their SEO:

• Chat and Call History: These features allow direct communication with potential customers, helping businesses respond to inquiries and resolve issues quickly.
• Improved Analytics: GBP now provides detailed analytics showing how customers interact with your business, including calls, messages, and the search terms they use.
• Photos and Videos: Businesses can now upload 10 photos or videos to the GBP, providing a rich, engaging way to tell their story.

How to Optimize Your Google Business Profile for No-Click Searches

Since no-click searches are becoming more prevalent, optimizing your GBP for these types of searches is crucial for visibility. Here’s how to ensure your profile is prepared:

• Accurate Information: Ensure all business details – name, phone number (NAP), and hours – are consistent and up-to-date.
• Regular Updates: Keep your profile fresh by adding new photos, responding to reviews, and posting relevant updates.
• Target Local Keywords: Use keywords relevant to your business in your profile description and posts to improve visibility in local searches.
• Encourage Reviews: Positive reviews are essential in building trust and improving your ranking in the local 3-pack.

Why You Should Care About Google Business Profiles

With over 90% of search results now showing local 3-packs, Google Business Profiles offers your business prime real estate at the top of the page – on both desktop and mobile devices. This makes your listing more visible, even if users don’t click through to your website. And with GBP’s new features for customer engagement and analytics, you have a powerful tool to drive more traffic, build trust, and convert more leads.

If your local business hasn’t looked closely at this dynamic shift in local marketing then now is a great time to do that.  We specialize in using proven, fundamental SEO techniques to improve your online presence and drive results. As part of our commitment to helping businesses thrive, we offer a Free Site Audit that provides valuable insights into your website’s performance.

Here’s what you’ll gain from the audit:

• Identify Every Problem Google Has with Your Website: Learn exactly what’s holding your site back so you can drive more sales and leads online.
• Real-Time Competitor Comparison: See how your online presence stacks up and develop a plan to bury your competitors.
• Market Domination Strategy: Discover how to dominate your market in the next 6-12 months for massive growth in market share and revenue.

Take advantage of this free audit to uncover opportunities and transform your digital marketing strategy. Schedule Your No-BS Audit.