When someone searches “coffee near me” or “dentist in [your city],” Google shows business profiles first, not social media. That space is called Google Business Profile (formerly Google My Business), and most local businesses leave it abandoned.
It’s one of the highest-return channels for businesses with a physical or local presence, and almost nobody optimizes it well.
Why it matters so much for local businesses
Google Business Profile is what decides whether you appear when someone searches for what you sell, near where they are. It shows up on the map, in local searches, and displays your key information at a glance.
For a local business, ranking well there can be worth more than thousands of followers: it’s people actively searching, ready to buy.
What an optimized profile needs
- Complete, accurate information: hours, address, phone, correct category.
- Updated photos: of the location, products, team. Profiles with photos get more clicks.
- Regular posts: yes, Google lets you publish news and offers like a social network.
- Managed reviews: ask real customers for them and respond to all, good and bad.
Reviews are your best asset (and they must be real)
Reviews influence two things: how much Google shows you and how much people trust you. A business with many real, well-answered reviews wins over one with an empty profile.
The key: ask for them genuinely from real customers. Buying or inventing reviews violates Google’s policies and can cost you the profile. Trust can’t be faked.
The mistake of treating the profile as a formality
Many businesses create the profile once and never touch it again. Outdated information, old photos, unanswered reviews. That signals neglect at the exact moment someone is deciding.
An active profile, by contrast, signals that the business is running and cares.
How we handle it at Big Win Studio
Google Business Profile is one of the platforms we manage. We keep your information, photos, and posts updated, and coordinate the profile with your social strategy so everything communicates the same.
We don’t buy or invent reviews: we work with truthful information and sustained activity. You provide access and context; we operate the channel within the volume you choose.
See how to add it on our pricing page.