If you’re running a small business, you’ve probably heard of Google Business Profile (GBP). The real question is: are you making the most of it? Many business owners set up a profile and then leave it sitting quietly in the background. In today’s world, where people search online before making almost any decision, an active and well-optimised GBP can be one of the most powerful tools you have.
The best part? It’s free. Used properly, GBP can put you in front of the right people, help you win more local clients, and build a stronger online reputation. Here’s why it matters so much, what’s new for 2025, and how you can make sure your profile is working hard for your business.
What is Google Business Profile?
In simple terms, GBP is your online business listing on Google. It’s what appears when someone searches for your business or for services like yours. It’s also how you show up on Google Maps and in the highly valuable “Local Pack” (the top three results that appear for local searches).
Think about the last time you searched for “florist near me” or “sports massage therapist in Bath.” Chances are, you clicked on one of the business profiles that appeared. That’s the impact GBP has. It makes you visible when and where your customers are already looking.
Why GBP is a Game-Changer for Small Businesses
- Visibility that counts – A complete profile gives you a far greater chance of appearing in local searches, helping potential customers find you quickly.
- Trust and credibility – Up-to-date information, photos, and reviews show that you are professional and reliable. People buy from businesses they trust, and your profile is often their first impression.
- Simple customer actions – From a single click, people can call you, request directions, or visit your website. For many small businesses, those clicks turn directly into sales.
- Better local SEO – Google rewards businesses that keep their profile accurate and active. That means you’re more likely to appear above competitors who aren’t paying attention to theirs.
What’s New for 2025
Google has been busy making changes to GBP, and keeping up to date is key if you want to stay visible and competitive. Here are some of the most useful updates this year:
- WhatsApp and SMS integration: You can now connect your WhatsApp or text number, giving customers an instant way to get in touch.
- Edit status transparency: When you make changes to your profile, you’ll now see clear updates on whether they’ve been accepted or if you need to adjust.
- Social media links: Google has started pulling in links to your social channels, or you can add them yourself.
- Review protection: With new UK regulations, Google is taking fake reviews much more seriously. Suspicious reviews may be flagged or removed automatically, helping protect your reputation.
- AI-supported features: Google now suggests business descriptions, review summaries, and even draft answers for your FAQs. You remain in control, but it can save time.
- Smarter analytics: Insights now show you more about how customers found you and what actions they took. That means you can see what’s working and adjust where needed.
- Improved verification: The process is now clearer, and you can assign multiple managers so you’re not the only one with access.
These updates are designed to make GBP more useful for small business owners, especially when it comes to customer trust, visibility, and saving time.
How to Optimise Your Google Business Profile
If you already have a profile, use these steps to bring it up to date. If you’re setting one up for the first time, start as you mean to go on and get these foundations right.
1. Get the basics right
- Make sure your name, address, and phone number are accurate and match what’s on your website and socials.
- Keep opening hours updated, including holiday closures.
- Add your service areas if you don’t have a physical shop or office.
2. Choose the right categories
- Select a primary category that best describes what you do.
- Add secondary categories to capture your other services.
- Use attributes like “women-led” or “family-friendly” to highlight what makes you relatable.
3. Add photos that represent you
- Upload professional photos of your products, space, or team.
- Share behind-the-scenes images to give a more personal feel.
- If possible, add a 360-degree tour.
4. Use keywords wisely
- Include keywords naturally in your description, services, and posts.
- Think about the words customers are using to find businesses like yours.
5. Encourage and respond to reviews
- Ask happy clients to leave reviews.
- Respond to every review, even the tricky ones. It shows professionalism and builds trust.
6. Post regular updates
- Use posts to share news, promotions, or events.
- Share practical tips or insights to showcase your expertise.
7. List your products and services clearly
- Add descriptions and pricing if relevant.
- Use simple language that helps customers quickly understand what you offer.
8. Keep your Q&A section useful
- Add common customer questions with clear answers.
- Make sure you review any AI-suggested responses before publishing.
9. Use insights to guide your decisions
- Look at how customers are finding you.
- Track what actions they take.
- Make small adjustments regularly to keep improving.
10. Optimise for mobile users
- Most searches are on mobile, so check that your photos and updates look good on a smaller screen.
Mistakes to Avoid
- Leaving your profile incomplete or outdated.
- Ignoring reviews or failing to respond.
- Forgetting to update with new photos, posts, or details.
Final Thoughts
Your Google Business Profile is no longer just a basic listing. In 2025 it’s a dynamic tool that helps you connect with customers, build your reputation, and stay visible in an increasingly competitive online space.
For businesswomen across the UK, it’s one of the simplest and most effective ways to attract local clients and showcase what makes your business unique. Start by checking your current profile today. Small updates, made consistently, will make a big difference over time.