Why your Google Business Profile is important – and how to leverage it for growth
Google Business Profiles (or GBP) are no longer simple directory listings. They’ve become a key part of digital marketing – especially for B2C brands that want to connect with customers locally and nationally.
If you’ve got a growth-ready company and you’re aiming to invest seriously in digital marketing, a basic Google Business Profile setup is only the beginning.
That’s why this blog skips the beginner stuff. We’ve gathered our experience and analysis as digital marketing experts to give impactful, results-driven strategies to help you get noticed online. If you haven’t set one up yet, click here to get started here and then come back to us!
Common Google Business Profile mistakes that will stop you from growing
Most growth-focused B2C brands struggle to optimise their Google Business Profile, which holds back their online growth. You’re not alone.
Let’s start with the biggest issue: incomplete or inaccurate business information. This usually shows up as inconsistencies in your name, address, and phone number (NAP) or outdated business hours. These small details can confuse potential customers and hurt your local SEO rankings.
Accuracy and completeness are the foundation of a strong GBP. Ignore them, and you could be damaging your credibility and missing out on high-intent traffic.
Don’t overlook reviews.
Many businesses underestimate how valuable customer reviews are. Whether positive or negative, failing to reply means you’re missing a key opportunity to build trust and show that your business cares.
Not asking happy customers to leave reviews? That’s another missed trick. Reviews help your profile rank higher – and provide powerful social proof. They’re one of the most important factors in building trust and influencing new customers.
Choose the right category – and be clear about your services
Selecting the wrong primary business category can confuse Google and your potential customers. And if your products or services aren’t clearly listed, it becomes harder for people – and search engines – to understand what you actually offer.
Correct categorisation, combined with clear service and product listings, makes a big difference when it comes to showing up in the right searches.
Keyword targeting to advance your Google Business Profile’s growth
If you want your Google Business Profile to drive serious results, you need a strategic approach to keyword targeting. It’s not enough to rely on a few broad terms – you need to think about how your customers actually search.
Use keyword research tools like Google Keyword Planner, Ahrefs, or SEMrush to find the terms people are already using to find services like yours. It’s also helpful to understand the difference between short-tail and long-tail keywords (e.g. “Accountant” vs “Tax accountant in Bolton”).
By targeting specific, high-intent, long-tail keywords, you often reach people who are further along in their decision-making process – and more likely to convert.
Don’t forget location keywords.
Always include local keywords – such as your town, city, or region – to improve your chances of showing up in geographically relevant searches.
But avoid keyword stuffing. It’s against Google’s guidelines and does more harm than good. Instead, naturally work relevant terms into:
- Your business description
- Your service and product listings
- Your review responses
- Your GBP posts
If possible, use your target keywords in both your primary and secondary categories to help Google (and your audience) understand your niche.
Optimising your Google Business Profile for Voice Search
Voice search is growing fast – and that means your Google Business Profile needs to keep up.
The way people use voice search is different from how they type. Voice queries are longer, more conversational, and usually phrased as questions. They’re also often local. That means your GBP should provide clear, concise answers to the types of questions people ask out loud.
Use a natural tone in your business description and posts – one that mirrors how someone might speak.
Use your FAQ section wisely.
Voice search is all about answering questions. Use the FAQ section of your profile to anticipate common ones, such as:
- “What time does [business] close?”
- “Does [business] offer [service]?”
- “Where is [business] located?”
Remember, accurate NAP information is essential here. Search assistants pull this data directly from your GBP, so any errors can lead to lost opportunities.
Creating synergy between your Google Business Profile and other marketing channels
No digital marketing channel works in isolation. Think of your strategy like a connected system – where each part supports the others.
Start with your website.
Your company website should always be linked to your Google Business Profile. If you operate in multiple locations, make sure each GBP links to a dedicated location page on your website. This helps both user experience and SEO.
Add social proof from your social platforms.
Integrating your social media profiles adds another layer of connection. Active social channels show that your business is engaged and responsive – which builds trust.
Regularly share the same content across platforms where relevant – like GBP posts, promotions, or reviews. This helps create consistency across your brand touchpoints.
Supercharge with paid ads.
Combining your Google Business Profile with Google Ads is one of the smartest ways to improve ad performance.
When properly linked, your ads can show:
- Your address
- A clickable map
- Distance from the user
- Opening hours
- Direct links to call or visit your site
All of this improves your click-through rates and drives more relevant traffic – both online and offline.
Empower your growth with a robust Google Business Profile Strategy
Your business deserves more than a half-finished Google Business Profile. If you want to get real results from your digital marketing, moving beyond the basics isn’t optional – it’s essential.
Hopefully, this post has shown you some simple but effective ways to upgrade your GBP – helping more people find you, trust you, and ultimately, choose you.
By avoiding the common pitfalls and using keyword targeting, local SEO, and voice search optimisation, you’re putting your business in a much stronger position to grow.
