If you own a local business, here's a question worth asking: when was the last time someone found you because of your website? Now ask the same question about Google Maps or Google Search. For most local businesses I work with, the answer to the second question is "all the time."
That's because for local search, your Google Business Profile is doing more of the heavy lifting than your website ever will. And most owners are leaving it half-finished.
What a Google Business Profile actually is
Your Google Business Profile (formerly Google My Business) is the listing that shows up when someone searches your business name, when you appear in the Google Maps "3-pack" of nearby results, and when someone clicks your pin on the map. It's the box on the right side of search results with your hours, photos, reviews, and phone number.
It's also free, which is part of why it gets neglected. Business owners spend thousands building a website and zero minutes optimizing the listing that's actually getting them clicks.
Why it outperforms your website for local search
Google's local search algorithm pulls heavily from your Business Profile, not just your website. Three signals matter most:
- Proximity: How close the searcher is to your business
- Relevance: How well your profile matches what they searched for
- Prominence: Your reviews, citations, and overall online presence
Your website affects relevance and prominence, but your Google Business Profile is where most of the data Google uses actually lives. Hours, services, photos, reviews, posts, Q&A. All of it sits inside the profile.
If your profile is thin, your rankings will be too. No website redesign can fix that.
Three things you can fix in 20 minutes
You don't need to hire anyone for this. Open your profile at business.google.com, and tackle these three things today.
1. Fill in every section, especially services
Most profiles have a name, address, and phone number. That's it. Google rewards profiles that are filled out completely. Add your full list of services, business description, hours (including holiday hours), accessibility info, payment methods, and attributes. The more relevant data you give Google, the more searches you'll match.
2. Upload real photos, not stock images
Photos are one of the most underused signals. Profiles with regular photo updates get significantly more clicks than profiles with one stale logo. Upload photos of your storefront, your team, your work, and your products. Add new ones every month if you can. Google's algorithm pays attention to freshness.
3. Ask for reviews and respond to every single one
Reviews are the single biggest local ranking factor outside of proximity. But it's not just the star rating that matters. Google rewards profiles with consistent review velocity, recent reviews, and owner responses. Don't ignore reviews, even the bad ones. Respond professionally to every one.
The bottom line
Your website still matters for credibility, conversions, and SEO at large. But for local discovery, your Google Business Profile is the front door. Spend 20 minutes today filling in the gaps and you'll often see more impact than a $5,000 website redesign would deliver.
If you want help auditing your local SEO, that's exactly what I do for businesses across Cincinnati and beyond. Get in touch.