What is a Google Business Profile?

Have you ever given or received a Google Review, or tried to find basic information about a business online? Chances are you have, as have most people in America. 

Google Reviews are nothing less than the 21st century’s equivalent of “word of mouth.” Google Business Profiles are the means through which ratings and reviews are posted and attached to a business, as well as where basic information about a business is housed for prospective customers.

This article is going to cover some of the basic history of the Google Business Profile and search results, a brief overview of the functions the Google Business Profile provides, and how valuable these functions can be for those who utilize them effectively.

The Evolution of the Google Business Profile

Before 2005, Google was already popular and focused on finding ways to become the best search engine. To do this, they started collecting data with a specific goal in mind - one people didn’t quite grasp back then.

Google was tracking what people were doing when they searched. They were paying attention to how long users stay on a page, how many clicks it took to find what they were looking for, and what kind of information they needed. 

They noticed that users were often looking for basic business info - things like addresses, phone numbers, hours of operation. These details were especially tedious to find back in 2005, long before standard website conventions were established like banners containing basic information at the bottom of the page.

When someone back then would search for something online, "shoe store near me" for instance, they would only see what we now call “natural results” filling up the search page, and they would have to sift through multiple webpages for the information they need.

These are the organic results that come up under the ads and maps. These days if you search something on Google, you’ll still see natural results, but they’ll be under Google Maps and Sponsored pages.

In response, Google launched the Google Local Business Center in 2005, which marked the beginning of what many know as Google My Business, but is now called

Google Business Profile. This tool helped standardize basic business details so users didn’t have to search through different distinctly organized and often confusing sites. Instead, this information could appear directly in the search results.

Over time, the name and features of this tool changed:

Google Profile Timeline

Here is a brief timeline of the profile. As the name changed, additional features and functions were implemented. Which names to you recall?

• 2005-2010: Google Local Business Center

• 2010-2012: Google Places

• 2012-2014: Google+ Local

• 2014-2021: Google My Business (GMB) — Many business owners still use this name today.

• 2021-present: Google Business Profile (GBP)

  
  

These changes helped businesses improve their visibility in search results and made it easier for customers to find the information they needed. Google’s Local Business Center features have continued to evolve, with updates such as the ability to post updates, gather reviews, and more.

Today's GBP is The New Word Of Mouth MArketing

Word of mouth is still one of the most powerful marketing tools. However, the way word of mouth marketing works has changed! Today it works mainly through online reviews. When someone wants to know where to eat or what to buy, they check out the reviews. To get a Google review, a business needs to have a Google Business Profile, so businesses create a GBP to get reviews and a positive reputation for potential clients searching for the products or services a business offers.

On that note, a Google Business Profile can also clearly show what products and services they provide. For businesses with multiple locations or franchises, this is especially important, as different locations may offer different services. This is an effective way to make it clear to customers exactly what they can expect from each business location.

Another useful feature of a Google Business Profile is the ability to get directions to the business, as a GBP is housed in Google Maps. Adding photos to a GBP of the building, lobby, entryway, staff, and waiting areas helps reassure customers that they’ve arrived at the right place. This is especially important when a business is located in a suite or a strip mall, where there may be other similar businesses nearby.

Why Is a Google Business Profile so Valuable?

The GBP is a tool that Google has provided for local businesses at no charge.

Business Benefits

For small businesses, a Google Business Profile can drastically increase their online presence. The GBP allows small businesses to compete with their larger competitors. Big companies tend to have big marketing budgets. They can afford to spend much more capital on Search Engine Optimization - pushing their results to the top of natural results.

In contrast, a Google Business Profile is free. It takes time and intention to develop the profile. Additionally, the business needs to keep the profile active. But, if the owner has the time, they can maintain their GBP and rank for keywords outside of their business' name. Furthermore, they can do it all on a budget.

Consumer Benefits

Another key feature is the location. Physical proximity is much more relevant to search results within Google Maps. Businesses located closer to the location of the customer will be displayed as more relevant search results. Since the Maps section is located above natural results, small businesses can out rank larger ones.

For consumers, it allows a customer to easily compare the business’ information to several other similar establishments nearby. This allows them to potentially get better deals and to see if the business is really offering what they want without having to go in person.

So, should you have a Google Business Profile? Absolutely.

Should you make it on your own? That’s a little more complicated.

Of course, you can make a Google Business Profile on your own and be successful - many do. But a sure way to stand out from the competition is to get a professional involved.

Horizon Business Strategies has software that provides insights into what’s working and what’s not on your GBP. Horizon Business Strategies has the expertise to know what aspects of your GBP Google prioritizes. We can also track how Google ranks your profile by keyword.

If you have more questions about working with a Google Business Profile specialist or how affordable it is to work with one - give us a call at Horizon Business Strategies. We would love to give you some ideas on how you can get more business.