Yes. If you want to establish an online presence and be found by potential customers on Google, you should create a Google Business Profile (formerly known as Google My Business). This free tool is essential for businesses of all types, even those without a physical storefront. In 2026, your Google Business Profile is often the first and only impression a customer has of your business before they decide whether to call, visit, or move on.
#DYK 86% of all Google Business Profile views come from category-based searches, like “dentist open now” or “best coffee shop near me.” That means most customers have no idea who you are when they start searching. They find you by category, and your GBP is your first handshake. (Birdeye State of Google Business Profile, 2025)
What Is a Google Business Profile?
A Google Business Profile is Google’s listing for your business that appears in Google Maps and local search results. It displays critical information about your business such as:
- Business name, address, and phone number
- Business hours (including special holiday hours)
- Photos of your business, team, and products
- Customer reviews and your responses
- Products and services you offer
- Website link and booking options
Creating a Business Profile allows you to stand out on Google and take control of your online presence. It is important to understand that a Business Profile can exist without your management, but to maximize its benefits, you need to claim and manage it through a Google Business account. Claimed GBP listings drive an average 37% increase in local search visibility compared to unclaimed listings (SQ Magazine, 2025).
Who Should Have a Google Business Profile?
Nearly all businesses can benefit from having a Google Business Profile, including:
Businesses with Physical Locations
- Retail stores
- Restaurants and cafes
- Professional service offices
- Healthcare providers
- Educational institutions
Service-Area Businesses without Storefronts
- Home improvement contractors
- Cleaning services
- Mobile mechanics
- Real estate agents
- Tour operators
- Insurance agents
- Healthcare providers who travel to patients
Who Is NOT Eligible
- E-commerce stores without a local presence
- Businesses with 100% online presence and no local service area
- Rental and vacation properties
- Services operating at locations without the owner’s permission
Benefits of Having a Google Business Profile
Creating and managing a Google Business Profile provides significant advantages. Fully populated, verified profiles appear 80% more often in search and generate 4 times more website visits, 12% more calls, and 10% more direction requests than incomplete or unverified listings (Birdeye, 2025). Here is what a well-managed GBP does for your business:
- Increased Visibility: Your business appears in Google Maps and local search results, including the Google 3-Pack, which receives 126% more traffic and 93% more user actions than listings ranked 4 to 10. GBP listings now appear in over 91% of local intent searches (SQ Magazine, 2025).
- Credibility: Businesses with a complete Google Business Profile and accurate information are 2.7 times more trusted by customers and 50% more likely to lead to a purchase (Google / Birdeye, 2025). A complete profile with photos and regular responses to reviews legitimizes your business.
- Free Marketing: It is completely free to create and manage your Business Profile. Google explicitly states that your business listing appears on Google for free, making it one of the most cost-effective marketing tools available.
- Customer Insights: You gain access to analytics showing how customers find your business and interact with your listing. According to BrightLocal, the median Google Business Profile receives around 59 monthly actions, with about half of those being website visits. Each additional review your business earns results in an average of 80 additional website visits, 63 direction requests, and 16 calls (BrightLocal / Birdeye, 2025).
- Customer Engagement: You can respond to reviews, post updates, and interact directly with customers. Profiles with regular post updates appear 2.8 times more frequently in the top 3 map results, and businesses posting weekly see a 26% increase in local impressions (SQ Magazine, 2025).
- Competitive Advantage: A well-optimized profile helps you compete effectively online even if you do not have a website. Listings with accurate and complete information get 7 times more clicks than incomplete listings, and 94% of high-performing brands have a dedicated local marketing strategy (SeoProfy / Brand Beacon Report, 2024).
- AI Search Visibility: In 2026, Google’s AI Mode pulls from GBP signals including review recency, photo freshness, post activity, and accurate hours when deciding which local businesses to recommend. Businesses with stale or incomplete profiles are increasingly invisible in AI-generated local answers (Whitespark 2026 Local Search Ranking Factors Report).
How to Get Started
Step 1: Create a Google Account
While you could use a personal Google account, it is better to create a dedicated business account for professionalism and security.
Step 2: Claim or Create Your Listing
Go to google.com/business and follow the steps to either claim an existing listing or create a new one. Search for your business name first, as a profile may already exist even if you have not created one.
Step 3: Verify Your Business
Google will verify your business ownership, typically by sending a postcard with a verification code to your business address. Verification is critical: verified Google Business Profiles that have complete data are 80% more likely to appear in search results (Birdeye, 2025).
Step 4: Complete Your Profile
About 75% of businesses ranking in the top 3 positions on Google have completed their GBP descriptions (Localo). Add comprehensive business information, including:
- Accurate business name, address, and phone number
- Business hours (and update these for holidays and special closures)
- Business category (choose the most relevant primary option)
- Service area (if you travel to customers)
- High-quality, recent photos of your business, team, and work
- Complete service and product listings
Step 5: Maintain Your Listing
Regularly update your information, respond to reviews, and post updates to keep your profile current and engaging. 73% of consumers only trust reviews written in the last month, and listings with consistent review activity (at least one new review per week) rank 25% higher in local results (Wise Review / SQ Magazine, 2025). Negative reviews responded to within 24 hours are 33% more likely to be updated positively.
Note: Google updated its reporting system in 2025 to show only top queries. If you noticed a drop in impressions in your analytics, you likely did not lose visibility. Focus on tracking calls, direction requests, and website clicks as your most reliable performance signals.
Conclusion
A Google Business Profile is an essential tool for virtually any business that serves customers locally. As one business owner noted, “I always asked customers, what made you call me? And oftentimes they tell me, we reached out because of your Business Profile on Google.” In 2026, over 70% of local searches result in a Google Business Profile interaction (The Dietz Group, 2026), and your profile often determines whether a potential customer contacts you or your competitor.
Even if you do not have a physical storefront, creating and managing a Google Business Profile is one of the most effective and affordable ways to increase your online visibility, build credibility with potential customers, and drive more business. Given that it is completely free and takes just minutes to set up, there is no reason not to take advantage of this powerful marketing tool.
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