Google Business Profile: The Local SEO Power Tool Your Business Can’t Afford to Ignore 📍
How to Boost Your Visibility, Attract More Customers, and Avoid Common Mistakes—Insights from The Guiding Brands Podcast with Brandie Erisman.
Simplifying Local SEO for Small Businesses and Nonprofits
In a recent episode of The Guiding Brands Podcast, host Karen Vick sat down with Brandie Erisman, a veteran in SEO and digital marketing, to unpack the power of Google Business Profile (formerly Google My Business). Brandie shared practical strategies and common pitfalls, helping small business owners and nonprofit leaders understand how this free tool can boost visibility, attract more customers, and strengthen local presence. Let’s explore the key takeaways from their conversation.
Why Google Business Profile Matters
For service-based businesses and community organizations, local visibility online isn’t optional—it’s essential. Google Business Profile acts as your digital storefront. When someone searches “plumber near me” or the name of your business, the hours, directions, reviews, and other details they see come directly from your profile.
This tool ensures you show up at the exact moment local customers are looking for you—often when they’re ready to make a decision. By keeping your profile accurate and active, you position your business to meet people where they are.
Key Components of an Effective Profile
Brandie highlighted several crucial elements that make a Google Business Profile stand out:
Accurate Information: Keep your name, address, phone number, and hours consistent across your profile and website.
Services and Products: Use these fields to showcase what you offer.
Engaging Content: Add posts for events, offers, or updates to stay visible.
Customer Reviews: Fresh, positive reviews build trust with customers and signal credibility to Google.
Two-Way Engagement: Always respond to reviews—good or bad—to show that you care and to reinforce engagement with both customers and Google.
Common Mistakes to Avoid
According to Brandie, many small businesses fall into the same traps when setting up or managing their profiles:
Keyword Stuffing Business Names: Use your real business name. There are fields designed for keywords—your business name isn’t one of them.
Choosing the Wrong Category: Select a primary category that best reflects what you do. Add secondary categories for additional services, but don’t dilute your focus.
“Set It and Forget It” Mindset: Too many businesses verify their profile and then leave it untouched. Stay active by updating hours, posting new photos, and sharing updates.
Tracking Impact and Measuring Success
Google Business Profile includes built-in analytics to track calls, direction requests, and clicks to your website. Brandie shared one example where optimizing a restaurant’s profile led to 30% of their web traffic coming directly from Google Business Profile—a powerful reminder of the impact this free tool can have.
Not every customer will click “call now.” Some may walk through your door or use your website without announcing how they found you. Tracking your profile insights alongside website analytics helps you understand the full picture.
DIY or Call in an Expert?
While Google Business Profile is designed to be user-friendly, there can still be a learning curve. Small business owners already wear many hats, and sometimes outsourcing setup or optimization makes sense. Even a one-time audit by a professional can help you uncover missed opportunities and set you up for long-term success.
The Future of Local Search
With Google’s AI-powered search shaping the way results appear, your business profile is more important than ever. Accurate, up-to-date information ensures your business is included in new search experiences. Ongoing engagement is no longer optional—it’s a key part of staying visible.
Final Thoughts: Start Small, Stay Consistent
A well-maintained Google Business Profile is one of the most valuable (and free!) tools for boosting local visibility. From showing up at the moment of customer need to building trust through reviews, it’s a proven way to connect with your community and grow your business.
As Brandie put it: “Set it up. Take your time. Do it right. Be active on it. It’s a win-win.”
For more actionable insights, check out this episode of The Guiding Brands Podcast and explore the resources shared by our guests.
