What is Google My Business?
Google My Business (officially rebranded as "Google Business Profile") is a free tool from Google that allows businesses to manage how they appear in Google Search and Google Maps. When someone searches for your business by name, or searches for a service category in your area, your Business Profile is what appears in the Knowledge Panel (the information box on the right side of search results) and in the Maps results.
A complete Google Business Profile includes your business name, address, phone number, website, opening hours, photos, product or service listings, customer reviews, and business posts. All of this is managed through a central dashboard and appears across Google Search and Maps automatically.
Why Google My Business Matters for SMBs
For local businesses, Google Business Profile is one of the highest-impact free marketing tools available. When someone searches for "restaurant near me" or "accountant in Bern," the businesses that appear in the local map pack — the three business listings that appear above organic search results — capture the majority of clicks and calls.
Being absent from or poorly represented in this local pack means losing customers to competitors who have invested in their Business Profile, regardless of the quality of your actual product or service.
Key benefits include:
- Local search visibility. A well-optimised Business Profile dramatically increases the likelihood of appearing in local search results for relevant queries.
- Trust signals. Customers actively look for Google reviews before making local purchasing decisions. A Business Profile with strong, recent reviews builds confidence before a prospect ever contacts you.
- Direct customer contact. Customers can call you, get directions, visit your website, or send a message directly from your Business Profile — reducing friction from discovery to contact.
- Zero cost. Unlike Google Ads, maintaining and optimising a Business Profile costs nothing. The investment is time, not money.
Key Principles for Google Business Profile Optimisation
1. Complete every section. Profiles with more complete information rank higher in local search results. Fill in every available field: business category, services or products, business description, attributes (wheelchair accessible, outdoor seating, etc.), and opening hours including special hours for holidays.
2. Collect and respond to reviews. Reviews are one of the most influential ranking factors in local search. Actively ask satisfied customers to leave reviews, and respond to every review — positive and negative. Responses to negative reviews demonstrate professionalism and can convert a negative first impression into a positive one.
3. Post regularly. Google Business Profile allows you to post updates, offers, events, and new products directly to your profile. These posts appear in search results and keep your profile active. Regular posting signals to Google that your business is active and engaged.
4. Upload photos consistently. Business profiles with photos receive significantly more clicks and direction requests than those without. Upload high-quality photos of your premises, products, team, and work. Update them regularly to reflect your current offering.
Connecting Google Business Profile to Your Social Media Strategy
Many of the content types that work on social media — behind-the-scenes photos, product highlights, event announcements, customer success stories — translate directly to Google Business Profile posts. Businesses that maintain a consistent social media content calendar can repurpose that content for their Business Profile with minimal additional effort, extending its reach into local search.