Google My Business Benefits: Is It Indispensable? (Part 1/3)

Q: Is it worth listing your business on Google?

Absolutely. The basic service is free, and for the vast majority of businesses, this is the most cost-effective marketing investment you can make. It puts you directly in front of people who are actively searching for your services.

Q: Is Google My Business free?

Yes, creating, claiming, and managing your Google Business Profile is completely free. Google earns money from the ads shown around search results. There are paid options, such as Google Ads, to further promote your profile.

Q: What are the downsides of a Google account?

The biggest “disadvantages” are the required investment of time and consistent management. A neglected profile does more harm than good. You are also dependent on Google's algorithms and policies, which can sometimes lead to unexpected changes or (temporary) issues.

Q: Is Google My Business worth the investment?

Without a doubt. The investment is primarily your time. And the time you spend maintaining a complete, up-to-date, and interactive profile almost always pays off in more visibility, more website traffic, and ultimately more customers.

Q: How often should I post?

Aim for at least once a week. Consistency is more important than frequency. Use posts for promotions, new inventory, tips, or to spotlight a recent positive review.

Q: What should I do about a negative review?

Always respond quickly and professionally. Thank the reviewer for their feedback, offer a solution where possible, and invite them to discuss the issue privately. This shows future customers that you care about feedback and are service-oriented.

Q: Can I manage multiple locations?

Yes, through Google Business Profile Manager you can manage an account with multiple locations. This is essential for chains or businesses with multiple branches, and provides overviews and management capabilities at scale.

Google My Business: Essential or Overrated? A Practical Analysis

Hello, I'm Virgil Harbers. For more than twenty years, I've been helping entrepreneurs with their digital foundation: from webshops to websites. Over those decades, I've seen countless tools come and go, but one thing remains constantly crucial: findability. And that's where Google My Business (GMB) – or as we might need to call it in 2026, the Google Business Profile – plays a starring role. Is it an absolute must, or can you do perfectly well without it? In this three-part blog series, drawing on my practical experience, I'll guide you through the benefits, drawbacks, and essential tips.

For many entrepreneurs, managing their profile feels like a box-ticking exercise. But once you understand why it's so powerful, it suddenly becomes a lot more interesting. Let's start with the bright side: the benefits that can give your business an immediate boost.

Local Pack in Google search results showing three local businesses and map view

Benefit 1: Free Visibility at the Heart of the Search Engine

Let's not beat around the bush: this is the biggest advantage. When potential customers search Google for “bakery Amsterdam” or “emergency plumber”, that prominent card appears on the right-hand side (or at the top on mobile) – the Local Pack. This isn't a paid advertisement, but pure, organic visibility.

✓ How we see it: Your profile is your digital storefront on the busiest square in the world. Without this profile, you're invisible in this crucial spot. It won't cost you a penny, just some time and attention. In 2026, as local searches get even smarter (think “coffee shop near me open”), this is your ticket in.

Advantage 2: Guiding Customer Trust and Decision-Making

✓ My practical tip: Don't view this as a one-time job. A fully completed profile with up-to-date photos, the right categories, and accurate opening hours is the absolute minimum. Google rewards complete and active profiles with better rankings.

An empty shop window isn't inviting. A modern consumer no longer decides based solely on a website. They check reviews, look at photos from inside and out, and read your answers to questions.

✓ How we use it: Your Google profile is your most direct reputation manager. Positive reviews are social proof of the highest order. By responding to questions and professionally answering reviews (both positive and negative!), you show that you are a reliable, customer-oriented entrepreneur.

✓ My practical tip: Encourage reviews in a natural way. Ask satisfied customers to share their experience. And don't be afraid of the occasional less positive review; a professional, solution-oriented response to it can actually win trust with future customers. It shows commitment.

These are the two most fundamental strengths of Google My Business. But as with any powerful tool, there are also downsides and pitfalls you can encounter as an entrepreneur. In Part 2, we dive into the potential disadvantages and challenges so you can get started fully prepared.

Discover in part 1 the enormous benefits of Google My Business for your visibility. Convinced? Then read the step-by-step guide to get started right away.

Discover how a well-configured Google Business Profile immediately gives you more visibility, and read how Google My Business can strengthen your SEO.

The Practical Advantages of Google My Business: From Visibility to Revenue

In the first part, we covered the basics. Now we dive into the tangible benefits that an optimized Google My Business (GMB) profile can deliver for you. This is where theory becomes practice – and where we, with our 22 years of experience, see the difference happen. It's not about a pretty picture, but about a strategic tool that delivers direct results.

The Essential Local Advantage: The Google 3-Pack

The holy grail for local businesses is appearing in the 'Google 3-Pack' – those three prominent results at the top of the search results for a local query. This is no coincidence, but the result of thorough optimization. We have already achieved 143 successful 3-Pack placements for clients. A concrete example? For a restaurant, we optimized the profile so that they appeared in the 3-Pack for 8 relevant keywords. The result was overwhelming: +210% website visitors via local searches and an increase of +85% in reservations. Monthly revenue rose from €12,000 to €28,000 per month – a growth of 133%. This shows: those who appear in the 3-Pack are seen as the most relevant and trustworthy option in the area.

Building Trust Before the Click: Reviews, Q&A, and E-E-A-T

Before a potential customer even clicks on your website, they already form an opinion based on your GMB profile. This is the moment to build trust. Consistently responding to reviews (both positive and negative) and actively managing the Q&A section are crucial signals of engagement and reliability. This ties in seamlessly with Google’s E-E-A-T principles (Expertise, Experience, Authoritativeness, Trustworthiness), which are becoming increasingly important, especially in the era of AI search. A well-managed profile is your business card to the world and proves that you are a serious player. Read more about the link between AI, E-E-A-T, and your visibility in our article: AI and E-E-A-T: How to Become the Preferred Source for Google's Search Generative Experience.

The Pitfalls and Disadvantages: Where It Can Go Wrong

No platform is perfect, and Google My Business also has its challenges. It is essential to know them to mitigate risks.

Customer trust shown with star ratings and positive reviews

Time and Consistency: The Hidden Costs

One of the biggest drawbacks is the lack of full control. Third-party information (such as directory websites) can cause inconsistencies in your NAP data (Name, Address, Phone Number), which can harm your local SEO. In addition, businesses sometimes compete with spammy listings or malicious competitors who use unfair tactics, such as posting fake negative reviews. Without active management, your reputation can quickly be damaged. Of the 1,250 SEO audits we have conducted, we see this almost systematically in unmanaged profiles.

A GMB profile is not a 'set-and-forget' tool. It requires continuous attention: updating photos, posting content, answering questions, and responding to reviews. For many entrepreneurs, this time investment is a disadvantage. Moreover, the complexity of the interface, especially after updates, can cause frustration. A wrongly completed field or an incorrect category can make you visible for the wrong search queries, costing valuable leads. Fortunately, this can be set up properly. Our guide Google My Business setup and management helps you set up the basics flawlessly.

Case Studies: How We Turn Disadvantages into Advantages

Theory is nice, but practice is what matters. Let's see how we have turned the disadvantages mentioned above into strong advantages for our clients in practice.

Case: Restoring a Neglected Profile

A client in the service industry had an inconsistent profile with conflicting opening hours and outdated photos. Competitors with aggressive review tactics pushed him out of the 3-pack. Our approach was twofold: first, we conducted a thorough competitor analysis to map out their strengths and weaknesses. Next, we optimized the profile down to the smallest detail, claimed missing listings to restore NAP consistency, and implemented a proactive review management plan. Within 6 weeks, visibility improved by 40% and relevant leads started flowing in again, leading to a revenue increase of €10,000 per month.

Data-Driven Optimization as a Weapon

Our experience with 210 optimized GMB profiles shows that success is measurable. We use data not only to demonstrate successes, such as the €24.5 million in total revenue growth for clients, but especially to identify problems early. A declining number of profile views or an increase in the number of searches that do not lead to a click (impressions vs. clicks) are crucial signals. By linking this data to our 340 website optimizations, we create a flywheel effect. A strong GMB listing attracts visitors, and an optimized website (with an LCP improved from 4.8s to 1.9s and a bounce rate decreased from 65% to 38%, as in one of our general SEO cases) converts those visitors into customers. This is the synergy that matters. For a deeper dive into this interaction, read What Does Google My Business Do for SEO?.
Conclusion of part 2: The benefits of a perfectly managed Google My Business are enormous and directly measurable in revenue. The downsides are real, but with a proactive, data-driven approach they are fully manageable and can be turned into a competitive advantage. In the third and final part, we will look to the future: how AI and further integration of GMB will redefine your local strategy.

Practical Tips to Make the Most of Your Profile

Setting up your Google Business Profile is one thing, but managing it consistently and strategically is where the real advantage lies. After twenty years in this field, I have gathered a few indispensable tips.
First of all: consistency is king. Make sure your business name, address, and phone number (the NAP details) exactly match what appears on your website, social media, and other directories. This uniformity is a crucial ranking factor for local SEO. Additionally, schedule time each week to upload new photos, answer customer questions, and publish a new post. Use the scheduling feature in the app to structure this.
Second: think like your customer. What questions would they have before they buy or visit? Answer those questions proactively in your posts, in the business description, and via the Q&A feature. Use keywords your customers search for, but write naturally and helpfully. Upload photos that not only showcase your products, but also your team, your workspace, or the atmosphere in your store. This builds trust.
Finally: analyze and adapt. The dashboard offers valuable insights. Regularly look at search queries (how do customers find you?), customer actions (what do they do on your profile?) and calls and route requests. This data tells you what works. Do you see many route requests to your physical store? Then make sure your opening hours are always correct. Does a particular post generate many clicks to your website? Then create more content in that direction.

Frequently Asked Questions (FAQ)

Is it worth listing your business on Google?

Is Google My Business free?

What are the downsides of a Google account?

Is Google My Business worth the investment?

How often should I post?

What should I do about a negative review?

Can I manage multiple locations?

Conclusion: Your Digital Foundation for 2026 and Beyond

Google My Business (or Google Business Profile) is no longer a “nice-to-have” in 2026 – it is the foundation of your local online presence. The benefits, from direct visibility in search results and Maps to the crucial trust built through reviews and photos, are simply too great to ignore. The downsides are mainly practical: it requires discipline and a long-term vision.
In an era where “near me” searches and checking reviews have become second nature, a neglected or non-existent profile is a huge missed opportunity. It is your most direct connection with customers who are ready to make a decision.