In 2025, your first impression is rarely made on your website. For local businesses, it’s increasingly made on Google Business Profile (formerly Google My Business). Whether someone searches for “locksmith near me,” “best Thai restaurant in Parramatta,” or “emergency pest control,” chances are their decision is based on what they see directly in the Google Map Pack—long before they ever visit your site.
This shift has elevated your Google Business Profile (GBP) into the role of your new homepage. It’s where customers read your reviews, browse your photos, check your hours, compare your services, and often, make a decision—all without clicking through to your website at all.
Understanding this shift and responding to it is no longer optional. It’s essential for visibility, conversions, and trust. Here’s what businesses need to know—and how to optimise accordingly.
Why Google Business Profile Matters More Than Ever
In 2025, local SEO is increasingly visual, mobile, and zero-click. According to BrightLocal’s latest Local Consumer Review Survey:
- 87% of consumers used Google to evaluate local businesses in the past year.
- 42% of local searchers click directly into a Google Business Profile instead of a website.
- Businesses that appear in the Top 3 Map Pack receive up to 70% of local clicks.
What this tells us is clear: Your Google Business Profile is now more powerful than your homepage for driving discovery and conversions. It holds all the key decision-making touchpoints a customer needs: location, photos, services, reviews, FAQs, and real-time updates.
The Rise of Zero-Click Local Search
Google is actively designing search to provide answers without the user needing to leave the platform. This “zero-click” trend is most visible in local search. When someone searches for a service, the results they see in the map pack or on the right-hand knowledge panel provide:
- Business name and category
- Opening hours and phone number
- Photos and recent Google Posts
- Star ratings and snippets of reviews
- Service offerings and location
- Q&A directly from the business or other customers
This means your GBP is not just a listing—it’s a customer decision hub. If your profile is incomplete, outdated, or poorly optimised, you’re not just missing out on SEO potential—you’re losing business.
Optimising Google Business Profile in 2025: What Matters Now
To take full advantage of GBP’s growing dominance, businesses need to treat it like a primary marketing channel. Here’s what to focus on:
1. Complete and Consistent Business Info
Ensure your NAP (Name, Address, Phone number) is accurate and consistent across all directories. Your profile should also include:
- Up-to-date business hours (including holidays)
- A keyword-rich business description
- Services and products with clear descriptions and pricing
- Service area coverage if applicable (especially for home services)
2. Photos That Tell a Story
Visuals are critical. According to Google, businesses with photos get 42% more direction requests and 35% more website clicks than those without.
Post high-quality images of:
- Your team and service in action
- Before-and-after examples
- Your storefront or vehicles (if relevant)
- Product highlights or interiors
Update your gallery regularly to stay active in Google’s eyes.
3. Google Reviews and Reputation Management
Reviews remain one of the strongest local ranking and conversion factors. A steady stream of positive, authentic reviews builds trust and pushes you higher in the map pack.
Tips:
- Ask for reviews shortly after a successful service or purchase
- Use a QR code or direct link for convenience
- Respond to every review, positive or negative, showing professionalism and engagement
4. Use Google Posts to Stay Visible
Google Posts let you share updates, promotions, events, or blog content directly in your GBP. These act like mini-ads and boost engagement.
Post consistently and use keywords naturally in your updates. Include a CTA like “Call now,” “Learn more,” or “Book today.”
5. Take Advantage of GBP Features
In 2025, Google has expanded GBP with features that influence local SEO:
- Q&A Section: Pre-populate this with frequently asked questions and answers about your service.
- Services & Menus: Especially for trades, salons, and restaurants—outline services and pricing clearly.
- Bookings Integration: If supported, allow direct appointment bookings.
- Products Tab: Showcase top offerings or bundles with visuals and pricing.
Each of these contributes to on-profile engagement and ultimately, better local rankings.
Case Study: Platinum Locksmiths
One of our clients, Platinum Locksmiths, is a clear example of GBP success. When they approached Digital Presence, they were struggling with low lead generation and online visibility despite being a reputable business in the Hills District.
We implemented a GBP-focused local SEO strategy, including:
- Optimising business categories and descriptions
- Uploading high-quality service photos
- Encouraging consistent 5-star reviews
- Aligning service pages with GBP keywords
Within months, they achieved Top 3 rankings for 15 key terms—8 of which hit the #1 spot. Their SEO-driven traffic doubled, and calls and bookings tripled thanks to a stronger Google Maps and GBP presence.
What Businesses Need to Do Now
Treat your Google Business Profile as your front door. It’s often the first, and only, interaction customers will have with your brand. Here are steps to take immediately:
- Audit your GBP for completeness and accuracy
- Refresh your images and post consistently
- Develop a proactive review request system
- Track insights: see where users are clicking, what queries they’re finding you on, and what actions they take
And just like your website or ad campaigns, your GBP should be actively managed, not set-and-forget.
Final Thoughts: Local SEO Is Now Profile-First
In 2025, local success online isn’t just about your website—it’s about your visibility, reputation, and engagement directly in the search results.
Your Google Business Profile is your new homepage. It has the power to generate leads, establish trust, and convert local searchers into customers without a single click to your site.
At Digital Presence, we specialise in local SEO, Google Business Profile optimisation, and conversion strategy. We’ve helped service businesses across Australia dominate their local markets and increase leads without relying solely on paid ads.
Ready to make your Google Business Profile your strongest marketing tool?
Visit www.digitalpresence.com.au to see how we can help you take control of your local SEO and stand out where it matters most.
