In 2025, having a Google My Business profile (now often referred to as a Google Business Profile) is almost essential for any business, especially those serving local customers. Here’s why:

First, it dramatically improves visibility. When people search for businesses “near me” or include a city or neighborhood in their query, Google shows local businesses prominently via Maps, the Local Pack (top few local businesses), and Knowledge Panels. A well-filled‐out business profile means your business has a far better chance of appearing in those spots.

Second, trust and credibility are increasingly built from what people see online before they ever visit in person or call. Reviews, photos, accurate hours, services, and up-to-date information give prospective customers a sense of legitimacy. If your Google profile is incomplete, inconsistent, or out of date—especially compared to competitors—it can reduce credibility.

Third, the tools and features Google Business Profile offers help with engagement and conversion. You can post updates/offers, respond to questions and reviews, enable messaging, allow booking or appointment tools, display photos/videos, etc. All of that helps turn people who “find” you into people who act (visit, call, book, or purchase).

Fourth, it provides analytics and insight into how people are finding your business, what actions they take, and what “search terms” are leading them to you. That data lets you refine what you offer, how you communicate, and where to invest.

Fifth, with more searches happening on mobile, voice assistants, and via Maps, the importance of local SEO is higher than ever. If customers are looking “nearby” from their phones, or asking voice assistants to find a store or service, you’ve got to have accurate, structured, and complete listings. Google tends to favor listings that are well‐optimised with good info, photos, reviews, and regular updates.

Finally, it’s essentially a free tool. The return on effort is very high compared to many other marketing spends—if you invest some time keeping your profile updated, managing reviews, adding photos, etc., you can reap substantial benefits without a large budget.