If your business relies on local customers, optimising your website and business for Local Search is your golden ticket to success. Whether you run a brick-and-mortar store, provide local services, or operate a regional business, showing up in local search results can be the difference between thriving and struggling.
Why Local Search Is a Game-Changer
Think about how you search for businesses. When you need a plumber, a coffee shop, or a reliable electrician, what do you do? You Google it.
Generally these searches include some form of ‘local intent’: that’s search speak for using a place name in the search query, or using the phrase ‘near me’
When you do that, a different search algorithm comes into play. One that weighs up the search engine results quite differently to other kinds of searches.
In particular, right at the top of the results, what pops up first? A “Local Pack” that handy map with three business listings at the top of the search results:
These local search results drive massive visibility – especially when you realise that nearly 50% of all Google searches have a local intent.
Backlinko.com also recently found that 42% of searchers click on the Local Pack results when seeing local services.
If you business is focussed on doing business with customers near to you, and isn’t optimised for local search, you’re missing out on a huge chunk of potential customers who are actively looking for what you offer.
The Power of your Business Profile
Your business profile is one the biggest factors that make up your local search presence. There are three main platforms where you can create a business profile for search:
- Google: Determines how your results are shown in Google search results
- Bing: Determines how your results are shown in Bing search results
- Apple: Shows your business in Apple Maps
Although it’s worth making sure all three are completed, with its domination of the search market, your Google Business Profile is by far the most important. Without it, you’re practically invisible in Google Maps and local searches.
Here’s why setting up and optimising your Google Business Profile (GBP) is so critical:
1. Appear in Google’s Local Pack
A properly set-up Google Business Profile increases your chances of appearing in that Local Pack, which dominates those local search results. If you’re not there, your competition is – and they’re getting the clicks and calls instead of you.
Appearing in that Google’s Local Pack (that prime map and business listing shown at the top of the search results) can dramatically increase your business’s exposure – especially as we’ve seen that 42% of users click on these results. Securing a spot in there is invaluable.
2. Boost Visibility in Google Maps
When customers search for businesses “near me,” Google Maps is their go-to tool. Your GBP ensures your business appears accurately on the map, making it easy for customers to find you and get directions.
3. Accurate and Accessible Information
Not being able to find out the right information about a business is frustrating – and users rely on accurate information to make purchasing decisions. According to the Local Business Discovery and Trust Report, 2023, a huge 62% of consumers said they would avoid using a business if they found incorrect information online, so it’s worth getting those details right.
By regularly updating your GBP with current contact information, operating hours, and services, you ensure potential customers receive reliable data, buidling trust and encouraging engagement.
4. Drive More Traffic & Sales
A complete and active GBP includes essential information like your website, phone number, address, and services. The easier you make it for potential customers to reach you, the more conversions you’ll see.
5. Increase Trust with Reviews
Customer reviews are massive for credibility. Your Google Business Profile allows happy customers to leave you great reviews, which you can respond to – showing that you value the feedback.
Businesses with high ratings are more likely to get chosen over competitors with few or poor reviews and the Local Consumer Review Survey, 2025 found that 83% of consumers use Google to find local business reviews.
Even better, reviews (and responses to them) are one of the factors that search engines take into account when they’re calculating local search results – so you get a double whammy: credibility and a boost in search ranking. Google even gives you a link to send to your favourite customers so you can ask them to leave some lovely feedback.
6. Gain Insights & Analytics
When your profile is all up and running, Google provides detailed insights into how people find your business, what they search for, and what actions they take. This data helps you refine your marketing strategies and understand what’s working (and what’s not).
7. Showcase Your Business with Photos & Updates
People trust visuals. Adding high-quality photos of your products, team, or location can increase engagement and make your business more appealing. Google also allows you to post regular updates, including news of your latest promotions, events and offers to keep your profile active and fresh.
How to Set Up & Optimise Your Google Business Profile
Getting started with GBP is simple, but optimising it for success takes effort. Here’s a quick overview but, if you want to know more, we’ve put together a full guide on how to set up your Google Business Profile:
- Claim & Verify Your Business – Go to Google Business Profile and claim your listing. Google will verify it through a postcard, phone call, or email.
- Complete Every Section – Fill in all details, including your business name, category, address, phone number, website, hours, and services – and take time to do it properly: the more information, the better.
- Add High-Quality Photos – Upload professional photos of your storefront, products, team, and anything that showcases your business.
- Encourage & Respond to Reviews – Ask happy customers to leave reviews and always respond to them (both positive and negative) to build trust.
- Use Google Posts & Updates – Keep your profile active by posting updates, promotions, and events.
- Monitor Insights & Adjust – Regularly check your analytics to see how customers are finding you and make adjustments accordingly.
The Bottom Line
Ignoring Google Local Search is like leaving money on the table. If you’re not showing up when potential customers are searching, your competitors are getting the business instead. A Google Business Profile is the most effective way to boost your local visibility, attract more customers, and grow your revenue.
If you haven’t set up your Google Business Profile yet, do it today and take control of your local search presence.
Need help? Check out our Google Business Profile Set Up Guide, or our experts can help you set up your profile for you.