Google Business Profile (GBP)

Google Business Profile (formerly Google My Business / GMB) is Google's free business listing platform. Listings appear in Google Search results and Google Maps, displaying business name, address, phone, hours, photos, customer reviews, services offered, and other details.

For local service businesses, GBP is consistently the highest-converting organic acquisition channel. Customers searching '[trade] near me' or '[trade] in [city]' see GBP listings prominently in search results, often before traditional organic web results. The rich content (reviews, photos, hours, click-to-call) reduces friction between intent and action.

GBP optimization for service businesses: complete every available field (services, photos, hours, FAQ, posts), verify business through Google's verification process, actively solicit reviews from satisfied customers, respond to every review within 24-48 hours, post regular updates (weekly is ideal), upload service-area photos quarterly, ensure listed services match Google's predefined service categories where possible.

For service operators, GBP is the foundation of local SEO. Operators with 50+ Google reviews and active profile management consistently outperform competitors with passive profiles. Most operators significantly underinvest in GBP relative to its conversion impact — 5-10 hours per month of focused GBP work generates more new customer acquisitions than equivalent paid spend in many markets.