For many local businesses, the first interaction with a potential customer doesn't happen on their website. It happens on Google.
Think about how you search for a plumber, mechanic, restaurant, roofer or other local service. You type what you need into Google and often see several local businesses displayed prominently in the Local Map Pack.
Before visiting a website, you can already see business names, reviews, ratings, photos, hours, locations and phone numbers. You may even call the business directly from the search results.
That makes your Google Business Profile (GBP) much more than an online directory listing. For many potential customers, it's your digital front door.
Being Listed Isn't the Same as Being Competitive
Many business owners claimed their Google Business Profile years ago, entered some basic information and haven't thought much about it since.
Meanwhile, competitors may be actively improving their profiles with better categories, services, photos, reviews and business information.
When several businesses offer similar services in the same area, those details matter.
Your competitors don't necessarily appear more prominently because they're better businesses. They may simply be doing a better job of helping Google—and potential customers—understand what they do.
High-Intent Customers Are Already Searching
There's another reason local search matters: intent.
Someone scrolling through social media might need your service someday.
Someone searching “AC repair near me” probably needs it now.
Those are exactly the prospects local businesses want to reach.
Before spending more money trying to create demand through advertising, make sure you're doing everything reasonable to capture the demand that already exists.
Coming Next
What's Actually Involved in Optimizing a Google Business Profile?
