Your First Impression
The last time you searched for a new restaurant, you probably didn’t start on TikTok—you Googled it. Within seconds, a list of options neatly displayed with star ratings, photos, hours, and directions presented itself to you. Just like that, businesses had made their first impression. You picked one that looked good, read a few reviews, checked the menu photos, and made a decision—all without ever leaving their Google Business Profile.
That small experience says a lot about the modern marketplace. Whether you run a coffee shop, a dental practice, or a construction company, your Google Business Profile (GBP) is typically your business’s first impression with the general public. It’s your digital hello, your photo gallery, and your reputation management platform – all in one place.
From Search Engine To Business Listing
To understand why Google Business Profiles matter so much, it helps to remember how Google became… well, Google.
When Larry Page and Sergey Brin launched the company in 1998, they wanted to organize the world’s information. Twenty-five years later, they’ve organized the world’s attention. “Google it” has become the universal response to almost any nebulous question—an branding achievement so complete that the company’s name literally became a verb.
Over time, Google didn’t just help people find information—it helped them find places. The addition of Google Maps and business listings transformed Google Search from a research tool into a decision-making engine. And today, that same evolution continues through features like reviews, media uploads, and AI-powered insights.
Why Google Still Rules The Game…For Now
Even as artificial intelligence and large language models (LLMs) reshape how people find answers online (more about GEO – Generative Engine Optimization – blog coming soon), Google remains the go-to platform for discovering local businesses.
When someone searches for “best electrician near me,” “assisted living in Lincoln,” or “marketing agency in Denver,” they are shown a few things:
Ads – Modern marketing is a pay to play environment; businesses that pay for advertising are always going to show up first.
Profiles – Plotted by geographic location relative to the searcher.
Websites – Websites with good SEO (Search Engine Optimization) will be highest on the SERP (search engine result page), but the only way to get there is through diligent and determined effort.
Out of those three options, the most approachable one is your Google Business Profile. Thus, for the everyday entrepreneur, it’s essential that this profile is presented in a way that makes a positive first impression. It should answers three critical questions for potential customers:
Are you real?
Are you close?
Do others trust you?
If the answer to those three is yes, then they have the confidence to take the next step—whether that’s clicking through to your website, making a call, or visiting your store.
The Anatomy Of A Great Google Business Profile
Here are the key components that shape how well your profile attracts and converts new business:
Business Information — Your name, address, hours, and contact info must be accurate across all platforms. Consistency builds credibility with Search Engines like Google, Generative Engines like ChatGPT, and most importantly your real life customers.
Business Description — This short paragraph should communicate who you are, what you do & why it matters. Mentioning keywords, such as your core services & location, helps Search Engines find your favor.
Categories & Services — These determine how you show up in search results. The more strategically chosen, the more visible you become. Again – think keywords.
Photos & Videos — Authentic visuals of your space, team, or work instantly humanize your business and build trust. Don’t overthink it; a few photos/videos taken with your phone can go a long way when it comes to showing people that you’re real.
Posts & Updates — Like a mini social feed, GBP posts keep your profile fresh and your audience informed. You can use these to spotlight key content assets like blogs on your website or to promote upcoming events like a sale.
Q&A Section — A great place to answer customer questions, highlight expertise, and build transparency. If you can answer likely questions before people have to ask, then you’re eliminating objections in the sales process.
Maps Integration — Your location data helps Google position you correctly and helps customers find you quickly. This is, obviously, most important for local businesses with brick and mortar locations. However, even online businesses can use location data to refine their profile
When these pieces are optimized and actively maintained, your Google Business Profile doesn’t just appear—it performs.
How O&Co Helps Businesses Build Better Profiles
At O&Co, we’ve developed two clear ways to help small businesses make the most of their Google Business Profile:
1. One-Time Setup or Revamp
A simple solution for businesses that don’t yet have a profile—or have one that’s incomplete, outdated, and/or underperforming.
We handle the full setup process, from basic keyword research and category selection to crafting your business description, uploading visuals, and connecting your website. The goal: to make sure your profile reflects your brand and ranks well for targeted searches.
Deliverables include:
Audit of existing GBP
Updated information and categories
Optimized business description and visuals
Basic SEO alignment and setup report (before / after)
2. Ongoing Management Service
Think of this as your local marketing engine on autopilot.
Each month, we maintain & grow your profile through consistent updates, media posts, review responses,& performance tracking. This steady attention keeps your visibility high and your reputation strong.
Monthly management includes:
Weekly posts and photos
Monthly Q/A updates
Monthly product spotlight
Review response management and automation
Monthly reporting with insights and next steps