If you’re running a local business and want to get noticed in search engines, Google My Business (now called Google Business Profile) is one of the most powerful and trusted platforms available — and it’s completely free. With Google’s latest updates for 2025, this platform has become more essential than ever for businesses looking to dominate local search results.
What is Google My Business?
Google My Business, officially rebranded as Google Business Profile (GBP), is a free tool that allows businesses to manage their online presence across Google Search and Google Maps. When potential customers search for businesses like yours, your Google Business Profile is often the first thing they see — making it crucial for your local SEO success.
Why Google Business Profile Matters More Than Ever in 2025
The fundamentals haven’t changed in 2025, but there are new features, algorithm updates, and changes in user behavior that you shouldn’t miss. Here’s why GBP is absolutely essential for your business:
Local Search Dominance: Your Google Business Profile appears in local search results, Google Maps, and the local pack (those three business listings that appear at the top of search results).
Free Marketing Tool: Unlike paid advertising, maintaining your Google Business Profile costs nothing but can generate significant traffic and leads.
Customer Trust: A complete, well-maintained profile builds credibility and trust with potential customers.
Mobile-First Experience: With most local searches happening on mobile devices, your GBP ensures you’re visible when customers are on the go.
Latest 2025 Features You Need to Know About
Google has introduced several game-changing updates for 2025 that every business owner should leverage:
1. Enhanced Social Media Integration
Businesses can now directly add their social media profiles to enhance customer engagement and provide more opportunities for engagement. You can now integrate platforms like LinkedIn, Facebook, Instagram, X (formerly Twitter), TikTok, and Pinterest directly into your profile.
2. WhatsApp Integration
Google has introduced a new feature for Google Business Profiles that allows businesses to add a WhatsApp contact on GBP. This enables direct communication with customers through their preferred messaging platform.
3. Emoji Reactions for Reviews
Google just introduced a new GBP feature, allowing businesses to engage and be more social when responding to Google reviews. On Google Maps, businesses can now react to a particular review using an emoji like a heart, prayer, or fire.
4. AI-Generated Business Descriptions
Using GBP’s new AI-power business description capabilities, you can quickly create an engaging, AI-generated description of your business. This feature helps create compelling descriptions based on your website content and existing profile information.
5. Enhanced Visual Content Requirements
Higher-quality photo recommendations for GBP are now 1080 x 1080 pixels. Videos can be up to 100 MB and 30 seconds long. There is also a new AI-powered feature that provides automatic optimization of photos and videos.
Setting Up Your Google Business Profile: The Basics
Step 1: Claim Your Business
- Go to business.google.com
- Search for your business name and address
- If your business appears, click “Claim this business”
- If it doesn’t exist, select “Add your business to Google”
Step 2: Verification Process
Google requires verification to ensure legitimacy. You can verify through:
- Postcard (most common)
- Phone call
- Instant verification (for some businesses)
- Video verification (in select cases)
Step 3: Complete Your Profile Information
Fill out every section completely:
Business Name: Use your exact legal business name Address: Ensure it matches your website and other online listings Phone Number: Use a local phone number when possible Website: Link to your main website or a dedicated landing page Categories: Choose the most relevant primary category and add secondary categories Hours: Keep these updated, including holiday hours Description: Write a compelling 750-character description using relevant keywords
Essential Optimization Strategies for 2025
Content is King: Visual and Dynamic Updates
You should regularly upload visuals, photos, and videos. Hire a professional photographer to have a polished profile, or, if you are up to the task, do image and video content creation by yourself.
Photo Strategy:
- Upload high-quality images (1080×1080 pixels recommended)
- Include photos of your storefront, interior, products, services, and team
- Add photos regularly to show your business is active
Video Content:
- Create short videos showcasing your products or services
- Maximum file size: 100 MB
- Maximum length: 30 seconds
- Focus on authentic customer experiences
Leverage Google Posts with CTAs
You should provide information about new products, promotions, and events through Google posts. Use Google Posts to:
- Announce special offers and promotions
- Share company news and updates
- Promote events
- Highlight new products or services
- Include clear call-to-action buttons
Master Review Management
Reviews remain one of the most important ranking factors. Here’s how to excel:
Encourage Reviews: Ask satisfied customers to leave reviews Respond Promptly: Reply to all reviews, both positive and negative Use New Features: Take advantage of emoji reactions for quick engagement Video Reviews: Customers can now contribute short video reviews. You should encourage satisfied customers to create short video reviews and upload them via GBP.
Activate Customer Messaging
Enable messaging to allow customers to contact you directly through your profile. This feature improves customer service and can positively impact your rankings.
Advanced 2025 Strategies
AI-Driven Optimization
AIs reward listings that have strong engagement signals, fresh content, and positive reviews. This means that your job is not done once you set up your listing. You should update the content, and engage with your customers regularly.
Sustainability and Inclusivity Features
Google enhanced its features related to inclusivity and sustainability: Companies could now highlight green initiatives with sustainability badges. DEI attributes, including “Women-led,” “Black-owned,” and “LGBTQ+-friendly,” were prominently displayed.
Story-Format Reviews Display
2024 also introduced a visually engaging way for brands to showcase customer experiences. Users can now view Google reviews and photos in a story-like format, similar to platforms like Instagram and TikTok and scroll through a business’s highlights, featuring images and reviews in a dynamic, interactive way.
Common Mistakes to Avoid
- Inconsistent NAP Information: Ensure your Name, Address, and Phone number match across all online platforms
- Ignoring Reviews: Failing to respond to reviews, especially negative ones
- Sparse Content: Having an incomplete profile with missing photos, hours, or descriptions
- Keyword Stuffing: Overloading your business name or description with keywords
- Fake Reviews: Attempting to manipulate reviews, which can result in penalties
- Outdated Information: Failing to update hours, contact information, or services
Measuring Your Success
Monitor these key metrics in your Google Business Profile dashboard:
- Search Impressions: How often your profile appears in search results
- Customer Actions: Clicks to your website, calls, and direction requests
- Photo Views: Engagement with your visual content
- Review Performance: Quantity and quality of reviews received
The Bottom Line
Google Business Profile has evolved into much more than a basic business listing — it’s now a comprehensive local marketing platform that can significantly impact your bottom line. In 2025, it’s crucial to recognize the prominent role that Google Business Profile plays in local SEO. If you haven’t yet created a Google Business Profile, now is the perfect time to do so.
Success with Google Business Profile in 2025 requires consistent effort, regular updates, and leveraging the new features Google continues to roll out. By following the strategies outlined in this guide and staying updated with the latest features, you’ll position your business to dominate local search results and attract more customers than ever before.
Remember, local SEO is not a one-time setup — it’s an ongoing process that requires attention and optimization. Start with the basics, gradually implement advanced strategies, and watch as your local visibility and customer engagement soar.
Ready to take your local SEO to the next level? Start optimizing your Google Business Profile today and see the difference it can make for your business growth in 2025.
