Google Business Profile (GBP) is a powerful tool that will help grow your business online, not to mention it is completely free.
The fundamentals haven’t changed in 2025, but there are new features, algorithm updates, and changes in user behavior that you shouldn’t miss.
In this guide, we want to ensure you stay up-to-date and competitive in the current market using all the advantages the Google Business Profile has to offer.
Why is Google Business Profile Crucial For Online Success in 2025?
What has changed?
In the past, it was advised that it is good to have a Google Business Profile. Many have set it up and forgotten about it. Negative comments were ignored and replying to positive comments was not regularly done.
This practice will not get you anywhere in 2025. These are the major changes that will impact your local listing and local search.
1. GBP and Local Service Ads
Since November 2024, a verified Google Business Profile has been necessary to run Local Services Ads (LSA). If GBP is unverified, your LSA campaigns are paused.
What does this mean?
This places the GBP as the foundation of your online presence.
Managing your business profile is no longer optional. It is mandatory if you want to rank well in local searches and have successful Local Services Ads.
2. Enhanced Verification and Spam Prevention
As we previously mentioned, to get LSA you need a verified profile.
The process of verification has been tightened substantially in a try to combat fake profiles and spam listings.
A more detailed proof of ownership is required from owners. These can be utility bills or even video verification of the location. The video must present physical location, signage, and branding.
Long-standing profiles had to undergo re-verification to maintain authenticity.
3. GBP and AI Search
AI-driven features are pushing managing Google Business Profile to another level.
This is important since a lot of searches are now klickless. Meaning the users get answers directly from Google or other search engines.
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. This way you will get to the top of your local search.
4. How to capitalise on GBP changes?
Google Business Profile has become an even more powerful tool for businesses to connect with customers and improve visibility. It is crucial for local advertising.
But how to harness its new powers?
Further on in the text, you can read about the best practices of managing GBP to be on top of local search, and attract new customers in 2025.
1. Ensure GBP Verification
The first one is no no-brainer. As GBP has been required to run Local Services Ads since November 2024 it is important to verify or re-verify your profile/s.
This way you will have access to a powerful online marketing tool it has become.
2. Work on the content – It Has Become Visual and Dynamic
Now, good photos, videos, and interactive content are essential to stay on top of the rat race. This is essential to be competitive and visible.
Content generated by you as well as your customers is vital.
Customers can now contribute short video reviews. Google highlights these as a way to showcase authentic customer experiences.
You should encourage satisfied customers to create short video reviews and upload them via GBP. Authentic user experience builds trust.
Here are some guidelines about content that you as a business owner should create.
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.
- 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.
3. Use Google Posts with CTA buttons to the fullest
As we previously stated AI loves regularly updated content. This is why you should provide information about new products, promotions, and events through Google posts.
Google posts will also increase engagement. By providing information in the form of posts about what is new, your special offers, and products you will capture the attention of the users more easily.
To utilize Google posts to the maximum, we suggest that you:
- Regularly post updates on new products, promotions, and events.
- Use new call-to-action buttons like “Schedule Appointment” for conversions.
- Integrate posts with Google Ads for greater visibility.
4. Keyword Targeting for Reviews and Posts
While we are on the topic of posts we wanted to touch on the actual content of these posts.
They should include keywords, of course, you shouldn’t use too many for it to become keyword stuffing. The same goes for reviews. Reviews and updates directly influence ranking for local search.
Include relevant keywords when replying to customer reviews or creating posts. Ensure they flow naturally and enhance engagement.
5. Communicate With Your Customers by Activating Customer Messaging
Automated responses are now available through Google messaging. You have access to chat analytics and customer satisfaction surveys. reviews
The customer chats now sync with the Google Business Profile Manager app.
Why is this important?
Firstly, Google likes us to use all the features it provides, and this will most likely boost your profile.
Secondly, and more importantly, people who want to send you messages are keen on using your services. You should enable them to do so the easiest.
Activate and configure messaging options for quick answers to questions customers may have. Don’t forget FAQs and automated replies.
In the video below, there is a short tutorial on how to do it.
6. Analyse Performance Metrics for Strategic Adjustments
Google has upgraded its reporting capabilities. It now provides deeper insights into user interactions, search queries, and conversion rates. You can track call trends, messaging patterns, and clicks directly within the dashboard.
Don’t be afraid to use insights to refine your SEO strategy and understand how people find and interact with your business.
7. Optimise the Profile with Complete Information
As we previously mentioned, Google loves it when we use its products, and if you complete your profile it will most likely boost your profile.
You should fill in all available fields, including amenities and sustainability details. Don’t forget to use keyword-rich descriptions to improve visibility in AI-driven search results.
Conclusion
Google My Business continues to evolve, providing even more powerful tools for businesses to connect with customers and improve visibility.
By adopting these updates and best practices, your business can enhance its online presence and gain a competitive advantage in 2025.
