Google Business Profile: The Free Tool You’re Probably Ignoring

  • Kara Noreika

 

You Can’t Afford to Ignore Google Business Profile 

Most small business owners obsess over Instagram feeds or perfecting their website—completely ignoring Google Business Profile (GBP). That’s like spending hours rearranging your store window while forgetting to open the door. And that’s a huge missed opportunity.

Here’s why: 46% of all Google searches have local intent—meaning someone’s looking for a business just like yours right now.  GBP listings that are complete and accurate get up to 7× more clicks. 

But wait—there’s more. GBP shows up in the local pack (the top 3 map results), and 32% of local search experts say GBP signals are the single biggest factor in ranking there.

You’re literally getting a free, trust-building, action-driving storefront that lives on Search and Maps—and you’re letting it gather dust. In this post, I’ll show you everything you’re likely missing—from posting updates to uploading photos—and why it matters more than you think.

Why Google Business Profile Matters 

Google Business Profile is your free spotlight on Search and Maps. Think of it as your 24/7, cost-free mini-website that pops up when someone in your area is looking for what you do.

  • A staggering 46% of Google searches have local intent. 

  • 72% of local mobile searches result in an in-store visit within a day. 

  • Your GBP listing appears in over 91% of local-intent searches, and 47% of clicks on map-based local results go to GBP listings. 

Here’s the bottom line: your GBP drives visibility (get seen), credibility (show up with photos, reviews, details), and conversions (calls, bookings, directions—all happen without going to your website). Oh—and with Google already showing AI-generated overviews in search, you’ll want a robust profile or risk AI passing you over.

Mistake #1 – ‘Set It and Forget It’

So many business owners claim their GBP, but then treat it like a museum exhibit—untouched and unloved.

That’s a missed opportunity. GBP rewards activity and freshness.

  • Optimized and complete GBP listings receive up to 7× more clicks than incomplete ones. 

  • Listings updated monthly see 32% better engagement and conversions than static ones. 

Action item: Spend 10 minutes each month updating hours (especially holidays), adding a new service or tweak in your “About” section, or adjusting your categories. These small signals say to Google—and to people—that you’re active and reliable.

Mistake #2 – Not Posting Regular Updates

Google Posts on your profile are like Instagram Stories—but better, because they show up right in search. Promotional offers, events, blog highlights—they display directly in your GBP.

  • A full GBP (with posts, updates, photos) boosts engagement by up to 2.7×.

  • The latest 2025 feature updates include interactive post formats that drive more actions—think clickable CTAs, event carousels, and “like”-style interactions. 

Pro tip: Post at least once a week—just like you would on socials. It acts as a reminder to Google that your business is active and gives potential customers something to click or act on immediately.

Mistake #3 –  Ignoring the Q&A Section

A lot of folks assume Q&A is a cool, passive feature—but leave it empty at your own risk. Strangers—or bots—can answer questions incorrectly. That’s brand sabotage.

Here’s what works better:

  • Pre-seed your own FAQs like “Do you offer free consultations?” or “Do you deliver locally?”

  • Monitor daily and respond fast—preferably within a few hours.

A proactive Q&A shows customers you care—and teaches Google that your profile answers real questions, boosting its visibility in search features and AI snippets.

Mistake #4 – Not Adding Fresh Photos

Photos sell. On GBP, they sell really well.

  • Profiles with images get 42% more direction requests and 35% more website clicks. WordStreamGoogle Help+3PinMeTo+3WordStream+3

  • Profiles with 100+ photos? They get 960% more views, 520% more calls, 2,717% more direction requests, and 1,065% more website clicks. PinMeTo+1

  • Plus, GBP profiles with photos are perceived as twice as reputable. PinMeTo

Your move: Post a mix—interior, exterior, team, product shots—at least once every month. Update photos seasonally (pumpkins in fall, beach scenes in summer) to stay current and engaging.

Bonus Features You’re Probably Missing 

Here are some underutilized GBP superpowers:

  • Products & Services: Add your offerings with prices or descriptions. Listings that use this convert better, often up to 28% higher. SeoProfy

  • Review Responses: Businesses that engage with reviews earn more trust—and better rankings. WiserNotify

  • Booking Links: Enable “Reserve with Google” or link to scheduling tools. Booking-enabled listings see 19% more conversions. SeoProfy

  • Messaging: Let customers DM you directly from GBP (check your inbox and respond quickly—that’s customer service gold).

These features make your profile tactile, convenient, and trustworthy—all for free.

 Stats That Prove ROI

Let’s talk results—because GBP performance isn’t fluff.

Bottom line: This tool is free—and the return on investment is explosive.

Conclusion 

Let’s be clear: Google Business Profile isn’t a “listing”—it’s your most powerful local marketing tool.

Updated posts, responsive Q&A, fresh photos, review engagement, booking buttons, service listings—they all stack up to create visibility, trust, and real customer actions (calls, bookings, visits). And yes—it’s all free.

Don’t let your profile sit idle. Make GBP part of your weekly routine (yes, a few minutes counts), and watch it quietly do the heavy lifting for your business.

Need help optimizing or managing your GBP so it actually works for you? At Woman In Tech, that’s what we do best—so you don’t have to. Let’s get you found, chosen, and booked.