Your Google Business Profile Is Your Greatest Digital Asset
By Fungai Tichawangana, Artist Dynamix
Published in Longmeadow Neighbors | Northampton Living June 2025
There's no shortage of advice when it comes to growing a local business. Invest in social media, build a website, run ads, start a blog; the list goes on.
But there’s one often overlooked digital asset that outperforms all others when it comes to return on investment for local businesses: your Google Business Profile.
I touched on this as part of my last article for Longmeadow Neighbors, but I continue to see such great results with Google Business Profiles, so I thought I’d go deeper on this one. If you own a restaurant, retail shop, law office, medical practice, salon, or any other local service, your Google Business Profile (GBP) is the first and most important digital impression you make. And yet, too many businesses either set it up once and forget it, or never even claim their profile.
Here's why that’s a costly mistake.
VISIBILITY WHERE IT MATTERS MOST
When someone in your area searches for “pizza near me,” “best plumber,” or “haircut downtown,” Google shows local results before anything else. These listings are the gateway to new customers. They appear before organic websites, before ads (in many cases), and before even the most beautiful social media posts you’ve spent hours crafting.
If you’re not showing up here, or if your profile is incomplete, outdated, or poorly optimized, you’re losing business before a potential customer even considers you.
TRUST & CREDIBILITY
Part of managing your Google Business Profile is making sure you monitor the reviews people leave for your business and respond to them. Businesses that respond to reviews (positive or negative) are seen as more trustworthy.
THE BEST RETURN PER DOLLAR SPENT
You can spend thousands on a website or ad campaigns that may or may not convert. But an optimized GBP costs far less to maintain, and consistently drives high-intent traffic.
People who find you via your profile are often ready to take action: to call, visit, book an appointment, or make a purchase.
OPTIMIZATION ISN’T A ONE-TIME THING
Managing your Google Business Profile isn’t a set-it-and-forget-it task. It’s an ongoing opportunity to stay top of mind. Regular posts, updates about new products, timely holiday hours, and fresh photos all boost visibility, and send positive ranking signals to Google.
Compared to the time and money it takes to master paid ads, grow a social following, or build SEO on a website, optimizing your GBP is the low-hanging fruit that delivers great results.
EXPERT CONTRIBUTOR
Fungai Tichawangana
Artist Dynamix and Inc413
+1 (413)2008870
fungai@artistdynamix.com
artistdynamix.com
inc413.com
QUICK CHECKLIST ✓
7 Ways to Optimize Your Google Business Profile
✓ Make sure your name, address, and phone number (NAP) are 100% accurate
✓ Write a clear, engaging business description with key services and specialties
✓ Add high-quality, up-to-date photos of your location, products, team, and work
✓ Post updates weekly; news, offers, events, behind-the-scenes
✓ Update holiday hours and special schedules as needed
✓ Gather fresh reviews regularly and respond to every review thoughtfully
✓ List all your services and products with descriptions and pricing if possible
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