How Google My Business Impacts Local SEO and Visibility in 2025

Can Customers Find You on Google Maps?
When someone searches for “IT provider near me,” “salon Grove City,” or “business internet Cranberry Township,” what shows up first?
The Local Pack—that box of Google Maps results with three businesses, star ratings, photos, and contact info.
If your business isn’t there, you’re invisible to potential customers.
The secret to showing up?
A fully optimized Google My Business profile (now known as Google Business Profile, but most people still call it GMB).
Why Google My Business Matters for Local Search
Google My Business (GMB) is more than just a free listing.
It’s a key part of your local SEO strategy that determines:
- Whether your business shows up in Google Maps
- Whether you’re one of the 3 spots in the Local Pack
- Whether customers click, call, or move on
GMB profiles are often the first impression people have of your business.
That first impression influences trust, visibility, and ultimately, your revenue.
✅ 1. GMB Powers the Local Pack and Maps Results
Want to show up when people search for:
- “best VoIP provider in Western PA”
- “salon near Slippery Rock”
- “cybersecurity company in Butler County”
You need a strong Google My Business listing.
Even with a great website, if your GMB isn’t optimized, you’ll likely be left out of the local results.
✅ 2. GMB Affects Click-Through and Conversions
Your listing gives customers key info at a glance:
- Reviews
- Hours
- Phone number
- Services
- Booking links
- Photos
- Map directions
The more complete and updated your GMB is, the more likely people are to click and call instead of scrolling past.
✅ 3. GMB Ties into Your Overall SEO Performance
Google uses signals from your GMB profile to help determine how relevant your business is to a local search.
That includes:
- Keywords in your business description
- Category selections
- Customer reviews (and your responses)
- Consistency with your website and other directories
- Proximity to the searcher
How to Optimize Google My Business in 2025
A complete, well-maintained GMB profile outperforms 90% of local competition.
Here’s what to focus on:
🔧 Business Information
- Business Name: Use your actual business name, not keywords.
- Address: Ensure it matches your website and other directories (NAP consistency).
- Phone Number: Local area codes perform better than 800 numbers.
- Website URL: Link to your homepage or a location-specific page.
- Hours: Keep them updated, including holiday changes.
🗂️ Categories
Choose a primary category that best describes your business (e.g., “IT Consultant” or “Hair Salon”).
Add secondary categories to highlight additional services (e.g., “Managed Service Provider,” “VoIP Provider,” “Nail Salon”).
📸 Photos
Businesses with high-quality photos get:
- 42% more requests for directions
- 35% more website clicks
(Source: Google)
Upload:
- A professional logo
- Exterior and interior shots
- Team photos
- Before-and-after client work (if relevant)
- Updated product or service images
💬 Reviews
Google reviews influence both:
- Ranking in search results
- Customer buying decisions
Encourage happy clients to leave reviews—and respond to every review, good or bad. Google likes engagement.
📝 Business Description
Use this space (up to 750 characters) to explain:
- What you do
- Where you serve
- What makes you different
Include relevant keywords naturally.
Example for an MSP:
“NextGEN IT Solutions is a leading managed service provider offering cybersecurity, cloud services, VoIP, and IT consulting to businesses across Butler, Grove City, and Pittsburgh.”
📅 Posts and Updates
Just like social media, you can post:
- Promotions
- New blog posts
- Events
- Service updates
- Seasonal announcements
Google loves active profiles—and users see your latest updates when they find your business.
🔗 Booking or Contact Buttons
Add a booking link, contact button, or service list. If you use third-party booking tools (like Calendly or Square), you can integrate them directly.
Common Mistakes to Avoid
❌ Leaving your profile half-finished
❌ Using a P.O. Box instead of a physical address
❌ Ignoring customer reviews
❌ Using stock photos instead of real ones
❌ Stuffing your business name with keywords
❌ Letting outdated hours or closed days sit uncorrected
Google penalizes sloppy or misleading listings—and potential customers lose trust fast.
Local Search = Local Revenue
For local businesses, Google My Business impacts:
- Whether you’re found online
- Whether you outrank competitors
- Whether people click your link
- Whether they visit your store or call you first
You can spend thousands on ads—but if your GMB is weak, you’re handing leads to competitors.
Real-World Example: GMB Optimization Pays Off
A local salon in Grove City had:
- An incomplete profile
- 2 photos
- Wrong weekend hours
- No business description
- Fewer reviews than competitors
We stepped in and:
- Optimized all business info
- Added 25 high-quality images
- Encouraged review collection (added 32 in 60 days)
- Started weekly GMB posts
- Synced hours with their website
📈 Result: Calls from GMB increased by 78%, and walk-in traffic picked up after 30 days.
How to Track Performance
Use Google Business Profile Insights to track:
- Search impressions
- Profile views
- Clicks to website
- Calls made from your listing
- Photo views compared to competitors
- Direction requests
If those numbers aren’t climbing month to month, it’s time to re-optimize.
Want Us to Optimize or Manage Your GMB Profile?
At NextGEN IT Solutions, we help businesses like yours:
- Claim and verify Google listings
- Optimize for keywords and services
- Add professional photos
- Monitor reviews and respond professionally
- Post regular updates and promotions
- Track profile performance and growth
📞 724-204-1950
🌐 https://nextgen-itsolutions.com/contact
Being found online starts with your Google Business Profile. Let’s make sure it’s working for—not against—you.