Google Business Profiles may not be new, but they remain one of the most effective tools for local visibility. Despite the rise of social media platforms and newer directories, a well-maintained profile on Google still plays a vital role in helping people find and choose your business. It is often the first thing potential customers see when they search online, offering instant access to reviews, contact details and opening hours.
Our blog explores why Google Business Profiles continue to matter in 2025 and what makes them so valuable for local businesses.
Local Search Is Still Dominated by Google
Google remains the go-to platform for people searching for nearby services. Whether someone is looking for a dentist, coffee shop or builder, most searches begin and end with Google. That is where the Google Business Profile comes in.
A fully completed and regularly updated profile increases your chances of appearing in the Local Pack, the map section that highlights three local businesses. This feature sits right at the top of search results and draws most of the clicks.
Working with a local SEO agency like ourselves can help you optimise your profile and improve your chances of getting seen. For any business hoping to attract local customers, showing up here makes a major difference.
New Features Add Real Value for Businesses
Google Business Profiles have changed quite a bit in recent years. Updates now allow for messaging via WhatsApp, AI-generated summaries and clearer visual layouts. Businesses can also highlight services, list FAQs and even include booking options directly on their profile.
These updates are more than cosmetic. They give people quick answers and make it easier for them to take action.
Whether it’s reading about your services or sending a message straight from the listing, a well-maintained profile encourages more interaction and helps build early trust.
Reviews and Ratings Influence Customer Decisions
When people are choosing between businesses, reviews often tip the balance. Google makes the whole process easy. Customers can leave feedback, read opinions and get a feel for your reputation in just a few clicks.
A steady flow of honest reviews shows you are active and trustworthy. Replying to feedback, both good and bad, shows that you care and that you’re paying attention. This kind of openness can go a long way in shaping how people view your business.
It Supports Your Wider SEO Strategy
Google uses many signals to decide where to rank businesses in search results (and your Business Profile plays a part in that). It gives Google a clear picture of what you offer, where you’re based and when you’re open.
If your profile details match what’s on your website, it strengthens your credibility in the eyes of the algorithm. At Volume, our SEO experts help businesses make sure all of this works together, from keywords to location data so nothing’s left to chance.
Competitors Are Still Investing in It
Even if your business isn’t paying much attention to Google Business Profiles, you can be sure others in your industry are. Many companies regularly update their photos, opening hours and posts. They respond to reviews and use every tool the platform offers.
If your profile is left untouched, it’s not just a missed opportunity, it makes it easier for competitors to get ahead.
Staying visible means keeping pace. A strong GBP is one way to make sure people find you before they find someone else.
GBP Is Evolving, Not Disappearing
There’s been a lot of change in digital search lately, but Google Business Profiles haven’t been pushed aside. In fact, new features tied to Google’s AI developments, like the Search Generative Experience suggest that GBP will play an even bigger role.
The platform is becoming more interactive and personalised. Businesses that stay up to date with these changes will benefit most, especially when customers are looking for fast answers and simple ways to engage.
Google Business Profiles are still a key part of any strong local marketing strategy. From helping you appear in the right searches to offering tools that boost engagement, the platform continues to evolve in ways that support real business growth.
At Volume, we help brands get the most from their GBP by keeping profiles accurate, active and aligned with wider SEO goals. If you’re ready to improve your local visibility and stand out where it counts, get in touch, we’re here to help.