Why Google My Business Matters for Local Businesses

In today’s digital-first world, potential customers rely on Google more than ever to find and connect with local businesses. According to SEO Tribunal, 97% of people learn more about a business online than anywhere else, and 84% of Google users perform local searches regularly.

If you are a café owner in Melbourne or a bicycle rental shop in Amsterdam, one tool stands above the rest for driving visibility and credibility: Google My Business (now officially called Google Business Profile).

Here is why optimising your profile can be a powerful driver of growth, visibility, and customer trust.

1. Drives Visibility in the Highly Coveted Local “Map Pack”

When users search with local intent such as “coffee near me” or “bike rental Amsterdam”, Google often displays a local map pack featuring three businesses at the top of results.

These listings are powered entirely by Google Business Profiles. If your profile is missing, incomplete, or poorly optimised, you will struggle to appear in this valuable section.

Pro Tip: Claim your profile, verify your business, and fully complete every section to maximise your chances of showing up.

2. Establishes Trust and Credibility at a Glance

Your Business Profile is often the first impression potential customers have of you. It brings together:

• Your name, address, and phone number (NAP)

• Business hours and website

• Customer reviews and ratings

• Photos and videos of your products or space

A polished profile signals credibility and reliability. According to Hostinger’s local SEO guide, rich, accurate details not only help Google categorise your business but also encourage customers to click through and engage.

3. Boosts Local SEO and Ranking Factors

Local SEO is about more than just your website, it is about your entire digital presence. In fact, according to Moz, Google Business Profile optimisation is the single most important ranking factor for appearing in the local pack.

Other factors that strengthen your rankings include:

• Positive customer reviews and responses

• Strong on-page optimisation (local keywords, structured data)

• High-quality backlinks from local sources

• Consistent citations across directories

• Behavioural signals such as calls, clicks, and requests for directions

By nurturing your Google Business Profile, you send powerful trust signals to both customers and search engines.

4. Offers Real-Time Insights and Performance Tracking

One of the most valuable features of Google Business Profiles is the built-in insights dashboard.

You can track:

• Total profile views

• Search queries used to find your business

• Customer actions (calls, clicks, direction requests)

• Where traffic is coming from

Tools like Databox can integrate this data to provide more advanced analytics. These insights help you identify what is working and where you can improve.

5. A Primary Channel for Local Business Growth

Local business experts consistently rank Google Business Profiles as the second most important digital channel after your own website (Databox).

That means your profile is not simply an add-on. It is a core driver of new customers, local SEO performance, and long-term business success.

City Spotlight: Melbourne Example

Imagine you own a café in Melbourne. Here is how to optimise your profile:

• Profile setup: Claim and verify your profile, ensuring NAP details are accurate.

• Categories: Add specific ones such as “Café” and “Coffee shop.”

• Visual appeal: Upload high-quality photos of your storefront, latte art, and bustling interior.

• Customer reviews: Encourage satisfied customers to leave reviews and respond promptly.

• Local SEO alignment: Optimise your website with keywords such as “best Melbourne café” and make sure your footer NAP matches your Google listing.

• Track performance: Use analytics tools to monitor views, calls, and direction requests.

This approach increases both visibility and trust in a competitive market.

City Spotlight: Amsterdam Example

Now picture running a bicycle rental shop in Amsterdam. Here is what works:

• Complete your profile: Use accurate NAP details, mark your category (“Bike rental”), and add opening hours.

• Photo strategy: Showcase your shop exterior, smiling tourists, and colourful bicycles.

• Multilingual reviews: Ask customers to leave reviews in both Dutch and English for wider appeal.

• Local citations: Get listed in city directories and tour guide websites for credibility.

• Track insights: Review monthly data to spot peak tourist demand times.

For tourist-heavy cities like Amsterdam, these steps can directly translate into increased foot traffic and bookings.

FAQs about Google My Business

1. What is Google My Business and why is it important?

Google My Business (Google Business Profile) is a free tool that allows businesses to manage how they appear on Google Search and Maps. It is crucial for visibility, credibility, and driving local traffic.

2. How do I claim and verify my Google Business Profile?

Visit Google Business Profile Manager, sign in with your Google account, and follow the steps to claim and verify your listing. Verification can be completed via postcard, phone, or email.

3. Does Google My Business help SEO rankings?

Yes. An optimised profile is one of the top factors for local search rankings, particularly for showing up in the “map pack.”

4. How can I encourage customers to leave reviews?

Ask satisfied customers directly, share your review link, and make the process easy. Always respond to reviews to show that you value feedback.

5. What is the difference between Google My Business and Google Business Profile?

They are the same thing. Google rebranded Google My Business to Google Business Profile in 2021.

6. Is Google My Business free to use?

Yes. Creating and managing your Google Business Profile is completely free, making it one of the most cost-effective marketing tools available.

Conclusion

A well-optimised Google Business Profile is not optional, it is essential.

It helps you:

• Rank higher in local search results

• Build trust with potential customers

• Gain insights to fine-tune your marketing strategy

• Drive measurable growth for your business

Whether you are a Melbourne café owner or running a bicycle shop in Amsterdam, the same principles apply and the results can be transformative.