Let’s cut to the chase—if a business doesn’t have a Google Business Profile, it’s basically hiding from the very people trying to find it. In 2025, showing up in a local search is more important than showing up on time to a crawfish boil. And in both cases, being late (or invisible) means going hungry.
So let’s talk about what this little digital listing really is, why it matters way more than most folks realize, and how it can make or break local visibility faster than a summer thunderstorm can shut down a French Quarter walking tour.
What is a Google Business Profile Anyway?
Back in the day, people used to look up businesses in the Yellow Pages. (Yes, that giant book that doubled as a booster seat for kids at dinner tables.) Now, the digital version of that is your Google Business Profile.
When someone searches for “best gumbo near me” or “AC repair in New Orleans,” what pops up at the top of the page? That handy little map section with a few highlighted businesses and buttons for directions, call, and reviews. That’s the Local 3-Pack, and those lucky few businesses showing up there? They’re the ones with active, optimized Google Business Profiles.
If the profile is claimed, updated, and managed correctly, it becomes the storefront, business card, and first impression—all rolled into one little box on someone’s phone screen.
Showing Up Matters
Here’s the harsh truth: people don’t scroll. If a business isn’t on the first page of local search results, it might as well be located on the moon. People are busy. They’re looking for fast answers, not treasure hunts.
A Google Business Profile puts a business in the game. Without it, the business is invisible to the very customers it’s hoping to attract. And sure, someone might still stumble upon the website—but most users are going to engage with the profile first. They want to know three things:
- Are you open?
- Are you nearby?
- Can you fix/feed/serve what I need?
If the answers to those questions aren’t easy to find, customers will move on faster than someone walking past a fake voodoo shop.
It’s Not Just About Being Seen—It’s About Being Chosen
Let’s say a business does show up in local search results. That’s great—but now it’s standing next to two other businesses offering the exact same thing. What makes someone click?
Photos. Reviews. Business hours. Posts. Services. A solid profile creates trust before a customer ever makes contact. If one listing has blurry photos from 2012 and no reviews, while another has five-star ratings and today’s lunch special posted—guess which one gets the click?
A good profile helps the business stand out. A neglected one makes it look like nobody’s home.
It’s Free. Yes, Free.
In a world where everything seems to come with a subscription fee or hidden charge (looking at you, “service fee” on concert tickets), Google Business Profiles are free. As in zero dollars. All it costs is a little time and effort.
Claim the listing. Add some photos. Enter hours. Update the description. Ask happy customers for reviews. Respond to them. Post updates like specials, service changes, or new hours. Boom—done.
It’s like giving your business a suit and tie in the search results without paying for a tailor.
Why It Helps SEO and Ads
Google likes consistency. It likes fresh content. And it loves knowing that a business is alive and well. A regularly updated profile sends all the right signals to the search algorithm gods. It improves local rankings, helps with map listings, and even boosts the performance of paid ads.
Paid ads pull data from the profile. If the profile is weak, the ad looks weak. If the profile is strong, the ad looks like it knows what it’s doing. It’s the same reason people check Yelp before trying a new taco truck—it’s a credibility thing.
Mistakes That Cost Business
Some of the biggest missteps seen out in the wild:
- Unclaimed Profiles – Anyone can suggest edits. That “Italian restaurant” could suddenly become a “dog grooming salon” if it’s not locked down.
- Wrong Business Hours – Saying a business is open when it’s not is a surefire way to annoy customers (and rack up one-star reviews).
- No Photos – People eat and shop with their eyes first. A photo-free profile is basically asking to be ignored.
- No Reviews or Ignored Reviews – Silence isn’t golden when it comes to reputation.
Managing the profile doesn’t take much time, but it pays dividends daily.
Final Thoughts from a Guy Who Builds Digital Front Doors for a Living
The Google Business Profile isn’t an optional marketing tool. It’s the digital front door. It’s what people see before they decide to step inside (literally or figuratively). It helps people find, trust, and choose a business—whether it sells gumbo, tires, legal services, or lingerie.
So if the profile hasn’t been claimed yet, consider this the friendly tap on the shoulder to go do it. If it hasn’t been updated in a while, treat it like an old friend and check in. And if it’s being managed already—keep at it. Because it’s doing more than most people realize to keep phones ringing and doors swinging.
About the Author:
Brett Thomas is the founder of Jambalaya Marketing in New Orleans, Louisiana. He spends his days helping businesses show up, stand out, and stay ahead in the wild world of digital marketing. When he’s not working, he’s probably eating something delicious or explaining to someone why their website still loads like it’s running on dial-up.
