Recently, I was doing some work on a client’s website and decided to search for their services locally on Google.

They were appearing near the top of the local search results.

Not because of their website. Because of their Google Business Profile.

It was a great reminder of something I often talk about with clients.

Google Business Profiles work.

When they are set up properly, kept up to date and supported with genuine customer reviews, they can become one of the most valuable marketing assets a local business has.

So, Which Matters More?

For many local businesses, your Google Business Profile is often the first thing people see. It shows your reviews, contact details, location and opening hours.

Your website helps people decide whether they want to work with you. It gives them more information about who you are, what you do and how to take the next step.

When someone needs a local service, there’s a good chance they’ll search Google before they search Facebook or Instagram.

Whether they’re looking for a builder, accountant, restaurant, electrician or business coach, Google is often where the search starts.

That’s why I believe every local business should have a Google Business Profile before they worry about setting up another social media account.

If I were helping a brand-new local business get online today and could only set up one thing this week, it would be a Google Business Profile, not Facebook or Instagram.

Reviews Really Do Matter

If there’s one thing I would focus on this month, it’s getting more reviews.

The business I mentioned earlier had built up a strong collection of genuine customer reviews over time. When I looked at their profile, it was clear they had made reviews a priority.

That effort had paid off. Despite their website being unavailable, they remained highly visible in local search results.

They had more reviews than many of their competitors, and I have no doubt that contributed to how visible they remained in Google.

Reviews keep working long after they’re received. They build trust with potential customers and help strengthen your visibility on Google.

Make asking for reviews part of your process.

Check Your Opening Hours

This sounds obvious, but it’s something many businesses overlook. Ensure your opening hours are correct.

If you’re taking time off over Christmas, closing for public holidays or changing your trading hours, make sure your profile reflects that.

There’s nothing more frustrating for customers than turning up to a business that Google said was open, only to find the doors closed or the phone unanswered.

A few minutes updating your profile can save a lot of frustration.

Review Your Categories

This is one of those things most business owners never think about. Google regularly adds and updates business categories, so the options available today may be different to when you first set up your profile.

Once a year, take a few minutes to review your primary and secondary categories and make sure they still reflect what your business does. It’s also worth looking at the categories that similar businesses use. You may discover options you hadn’t considered.

Connect Your Social Media Profiles

Ensure your website and social media profiles are linked to your Google Business Profile where possible. It’s also worth keeping your business name consistent across all platforms. It makes it easier for customers and Google to recognise your business.

The Takeaway

For many local businesses, your Google Business Profile is often the first thing potential customers see.

Before they visit your website.
Before they follow you on social media.
Before they contact you.

They’re looking for reviews, contact details, photos, business information and reassurance that you’re the right fit.

If you only do one thing this week, make sure you:

• Have a Google Business Profile set up
• Check that your business information is accurate
• Ask a recent customer for a review

These simple actions can have a significant impact on your visibility over time.