Is Google Business Profile Worth It? Google My Business Guide

Is Google Business Profile (Formerly Google My Business) Worth It?

Google My Business officially became Google Business Profile in 2022.

The name might have changed, but the purpose remains the same - helping business owners manage how their business appears across Google Search and Google Maps.

If you're wondering whether it's still worth the effort to claim and manage your listing, this article breaks it down clearly.

We’ll look at what the platform offers, why it matters for SEO and visibility, and how to make the most of your business profile.

If you're trying to get your business in front of the right people at the right time - without spending on ads - this is worth reading.

Outline

1. What is Google Business Profile and Why Did the Name Change from Google My Business?

2. Is a Google Business Profile Really Free to Use?

3. How Does a Business Profile Improve Visibility in Search Results?

4. Can a GMB Listing Help You Attract More Local Customers?

5. How to Set Up Google Business Profile Step by Step

6. What Information Should You Include in Your Google Business Profile?

7. How to Optimise Your Google Business Profile for Better SEO

8. Managing Customer Reviews and Public Interactions on GMB

9. Common GMB Problems: What to Do if Your Business Doesn’t Show on Google

10. Is Google Business Profile Still Worth the Time in 2025?

1. What is Google Business Profile and Why Did the Name Change from Google My Business?

Google rebranded Google My Business to Google Business Profile in late 2021, with the change rolled out more widely in 2022.

The update was meant to streamline business tools and allow easier access directly from Google Search and Google Maps, rather than through a separate GMB app.

Despite the change in name, the function remains familiar: it lets business owners manage how their business appears on Google.

That includes your business name, address, phone number, website link, photos, business hours, and more - all visible directly on Google Search and Maps.

If you've used GMB in the past, your profile is now a Google Business Profile. It’s still part of the same ecosystem of Google services and still helps local business listings appear across Google properties.

2. Is a Google Business Profile Really Free to Use?

Yes, it’s free. There’s no charge to create a Google Business Profile, list your business, or update your details.

That makes it one of the few marketing tools that delivers visibility on search engine results pages without ongoing costs.

It’s also a direct alternative to Google Ads. While paid ads can get you to the top of the search, a well-maintained business profile can get you there for free.

This makes it especially helpful for local businesses with tight marketing budgets.

You don’t need to use Google Ads or pay for any promotion to benefit from Google Business Profile. As long as your business information is complete and accurate, you’re in with a chance of being featured prominently.

3. How Does a Business Profile Improve Visibility in Search Results?

A verified Google Business Profile helps you show up in more local search results - especially when people search for your business name or services near them.

That includes results on Google Maps and regular Google Search.

Here’s what contributes to higher visibility:

• A fully filled out business profile with up-to-date business information

• Good customer reviews with regular replies

• Relevant business categories and services listed

• Location and proximity to the searcher

When you optimise your Google Business Profile and keep your profile updated, you improve the chances of appearing at the top of the search results for local searches.

The more complete and accurate your profile, the more likely Google is to trust and feature your business.

4. Can a GMB Listing Help You Attract More Local Customers?

A well-managed GMB account can bring in new customers by putting your business directly in front of people searching for what you offer.

This is especially valuable for businesses that rely on footfall, appointments, or local leads.

Someone searching for “plumber near me” or “best Thai restaurant in [city]” is shown a map and a list of businesses.

If your business doesn’t show up there, it’s a missed opportunity. If you do show up - and your business profile is well-presented - you’re more likely to get that customer.

This is where customer reviews matter. They give social proof and can improve your ranking. You can also reply to customer reviews, helping you manage your business reputation.

5. How to Set Up Google Business Profile Step by Step

Setting up your Google Business Profile is straightforward. Here’s what to do:

1. Visit Google Business Profile via your Google Account.

2. Create a Google Business Profile by entering your business name and category.

3. Enter your business location and service areas if you travel to customers.

4. Add contact details like phone number and website.

5. Verify your business - Google will send a postcard, email, or call depending on your setup.

Once verified, your business profile appears across Google Search and Maps.

6. What Information Should You Include in Your Google Business Profile?

Your goal is to give Google and customers all the important information about your business. This includes:

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

• Business hours, especially special holiday times

• Business description that covers your key services

• Categories and subcategories of your services

• Photos of your business or work

• Opening date and service area if applicable

Filling out your profile properly gives Google more data to match your listing with the right searches. It also improves trust and engagement with potential customers.

7. How to Optimise Your Google Business Profile for Better SEO

To get your business in front of more people, you need to optimise your Google Business Profile. That means keeping it accurate, active, and aligned with how people search.

Some tips:

• Use the right business categories - be specific

• Include relevant keywords in your business description

• Regularly upload photos of your business

• Encourage and reply to customer reviews

• Keep your business information up to date

• Post updates or offers using the Posts feature

You can also track performance via your Google Business Profile dashboard or link with Google Analytics to monitor traffic from the listing.

8. Managing Customer Reviews and Public Interactions on GMB

Your reviews are one of the most public parts of your profile. They influence what people think about your business, and they also affect your visibility in search results.

Here’s how to handle reviews well:

• Reply to customer reviews politely and promptly

• Acknowledge good feedback

• Respond carefully to negative reviews without being defensive

• Show that you value feedback and use it to improve

Google rewards active profiles. Engaging with your reviews sends a strong signal that your business is legitimate and responsive.

9. Common GMB Problems: What to Do if Your Business Doesn’t Show on Google

Sometimes your business doesn’t show in Google Search or Maps even after creating a profile. This could be due to:

• Incomplete or inconsistent business information

• Profile not verified yet

• Wrong business categories

• Low engagement or no reviews

Make sure you’ve fully completed your google my business account, used accurate business name, and added important information. If your business doesn’t show, go back and check everything step by step. Google Support has a guide to help resolve missing listings.

Also, give it time. It can take a few days for your business profile to appear across Google properties.

10. Is Google Business Profile Still Worth the Time in 2025?

In short: yes. Google is still the most popular search engine, and your Google Business Profile remains one of the strongest free tools to control how your business appears in local search.

It’s one of the best ways to:

• Get more visibility without paid ads

• Show up on Google Maps

• Appear across Google Search and Maps with accurate information

• Get your business in front of new customers

• Grow your business through local SEO

If you’re running a local business, managing your business profile is part of maintaining a strong presence online. It doesn’t take much time to manage once set up, and it delivers lasting benefits.

Summary: Key Points to Remember

• Google My Business is now Google Business Profile - the functionality is the same, just easier to manage.

• It’s free to create and maintain your listing.

• A complete and verified business profile helps you appear in more search results and on Google Maps.

• Use accurate business information, respond to customer reviews, and upload quality photos.

• Optimise your Google Business Profile regularly to support your SEO efforts.

• Creating a Google Business Profile is straightforward and worth the time.

• It’s especially valuable for local SEO and helping people search for your business.

• Keep your profile active and accurate to stay visible on Google search and Google maps.

If you’re serious about SEO and getting found online, you need to take control of your Google Business Profile.

If you're not sure how to get started, or if you want help managing your local SEO properly, talk to SEOJet. We help businesses rank where it matters.