Google Business Profile 2026: The Underrated Marketing Channel

Last week I looked at 50 Google Business Profiles from companies in Kreis Euskirchen, our home region in Germany. Tradespeople, restaurants, service providers, retailers. Across the board. The result: 80% had not posted a single update in the last 6 months. Many profiles were incomplete. Some still had a phone number from three years ago.

That is free marketing just sitting there untouched. Google Business Profile (GBP) costs nothing. Setup takes 20 minutes. And still, most local businesses either ignore it completely or only use it halfway.

Why is this an even bigger problem in 2026 than in previous years? Because Google is fundamentally redesigning its search results. And if you do not have a well-maintained profile, you become invisible.

Why GBP Matters More in 2026 Than Ever Before

Google rolled out AI Overviews widely in 2024. These are AI-generated summaries that appear above the regular search results. When someone searches "roofer near me," they no longer just get ten blue links. They get an AI-generated answer that pulls information from various sources.

And guess where the AI pulls a large chunk of its information for local queries. That is right: from Google Business Profiles.

If your profile has gaps, the AI has nothing to work with. If your profile is complete with current posts, photos, and reviews, you get prioritized. It really is that simple.

On top of that, local search keeps growing in importance. According to Whitespark, Google Business Profile alone accounts for 32% of local ranking signals. More than your website, more than reviews, more than links.

32% comes from your GBP. Yet most businesses spend 90% of their time on their website and 0% on their Google profile. The ratio just does not add up.

The 5 Most Important Optimizations

I am not talking about generic tips like "fill in all the fields." That should go without saying. Here are the five things that actually make a difference.

1. Choose Your Categories Correctly

You can set one primary category and up to nine secondary categories. The primary category determines which searches you appear for. Pick the wrong one, and you show up for the wrong queries.

An example: A company that builds websites and offers IT support picks "IT Service" as their primary category. The problem: anyone searching "website design" will not find them. "Web Design Agency" as the primary category with "IT Service" as a secondary would be the better choice.

Look at what categories your competitors use. Search for your main keyword and click through the top results. That gives you a solid reference point.

2. Write Your Description with Real Search Terms

The profile description is limited to 750 characters. Use them. But skip the marketing jargon and write the terms your customers actually search for.

Bad: "We are an innovative company with years of experience and a passion for first-class service."

Better: "Roofer in Austin, TX. Flat roofs, pitched roofs, roof renovations, and insulation. Emergency service within 2 hours. Master craftsmen since 1998."

The second version contains terms that people actually type into Google. That is what makes the difference.

3. Photos That Do the Work

Google states officially: Profiles with photos receive 42% more requests for directions and 35% more clicks to the website. Those are not small numbers.

But it is not about just any photos. Upload strategically:

• Exterior of your building (helps customers find you)
• Interior, if relevant (shop floor, restaurant, workshop)
• Team at work (builds trust)
• Completed projects or products (shows quality)

What you should not upload: stock photos, your logo as the only image, blurry phone snapshots from 2019. It needs to be authentic, not perfect.

4. Maintain Your Products and Services

GBP has a dedicated section for products and services. Most businesses ignore it completely. That is a missed opportunity, because Google displays these entries prominently in the profile view.

List your key offerings, each with a short description and price (if possible). For example:

• Roof renovation: Complete renovation including insulation to current energy standards. From $150/sqm.
• Website creation: Professional website with SEO. From $99/month.
• Catering (10-50 guests): Regional cuisine for corporate events and private functions

The more specific, the better. Google uses this information for its search results and AI Overviews.

5. Use Questions and Answers Proactively

GBP has a Q&A section. Most businesses wait until someone asks a question. That is a mistake. You can ask and answer questions yourself.

Write down the ten most common questions your customers ask. "Are you open on Saturdays?" "Do you offer emergency service?" "How long does a roof renovation take?" Then post these questions on your profile and answer them yourself.

Why? Because Google can use these Q&A entries for AI Overviews. And because potential customers see the answers right on your profile without having to visit your website. That lowers the barrier significantly.

Reviews: Strategy, Not Hope

Everyone knows reviews matter. 16% of local ranking signals come from them. But "we hope satisfied customers leave a review" is not a strategy.

What works:

Ask after every completed job. In person, not via an automated email three weeks later. Right after handover, when the customer is happy. "If you were satisfied, would you leave us a Google review? It really helps us." Most people say yes.

Provide the direct link. Find the review link in your GBP (under "Get more reviews"). Send exactly that link via WhatsApp or email. Not "google us and then click on reviews." Every extra step costs you reviews.

Reply to every review. Every single one. Even the five-star reviews. Especially the negative ones. Why? Because potential customers read the replies. A professional, factual response to a bad review often carries more weight than ten five-star ratings.

And there is one more thing many people do not realize: Google prefers profiles with reviews coming in steadily over profiles that get a burst of 20 reviews followed by months of nothing. Consistency beats volume.

A realistic goal: 2 to 4 new reviews per month. That sounds modest. But over a year, that is 24 to 48 reviews. For a local business, that is a very solid foundation.

Weekly Posts: The Underrated Lever

Google Business Profile has a built-in posting feature. You can share updates, offers, events, and news. Directly on your profile, directly visible in search results. Free of charge.

And almost nobody uses it.

A GBP post is quick to create. 150 to 300 words, a photo, a link. That takes 10 to 15 minutes per week. What does it get you?

1. Google sees that your profile is active, and it favors active profiles
2. Potential customers see fresh content when they visit your profile
3. Posts appear in local search and can rank for long-tail keywords
4. AI Overviews can use information from your posts

What should you post? Here are a few ideas that have worked well in practice:

• Completed projects with before-and-after photos
• Seasonal offers (e.g. "Roof cleaning before winter")
• Quick tips from your area of expertise
• Team introductions or company news
• Notes on current wait times or availability

The trick: Do not treat GBP posts like social media. No storytelling, no lengthy text. Short, specific, with a clear call to action. "Book an appointment now" or "Call us at..."

Local SEO: Tips for Any Region

Whether you are in the Eifel region of Germany (our home base at Plexito), a small town in the UK, or a suburb in the US, the same local SEO principles apply.

Use place names in your description and posts. Not just your county or city, but also the surrounding towns and neighborhoods. If someone searches "electrician [your town]," Google needs to know you serve that area. If it is not in your profile, you will not show up there.

Set your service area correctly in GBP. Under "Service area" you can define which regions you serve. For many service providers, that is a radius of 20 to 30 miles. Set it accurately. Not too narrow (you miss customers), not too wide (you compete with businesses in major cities that have entirely different search volumes).

Use multiple languages if relevant. If you serve customers who speak different languages, add a translated version of your description in your posts. Google values this.

Research local search terms. Search terms differ from region to region. "Plumber [small town]" has a different search volume than "plumber [major city]." Use tools like Google Keyword Planner (free with a Google Ads account) or Ubersuggest to find out what people in your area actually search for. Often it is combinations of service plus location name.

Most businesses do not bother with this work. That is exactly why it is an opportunity for you.

By the way: a fast, well-structured website amplifies the effect of your GBP. Google checks whether the information on your website matches your profile. Contradictions (different address, different phone number, different hours) hurt your ranking.

Your GBP Checklist for This Week

You do not have to do everything at once. But this week you can lay the foundation. Check off what you complete:

Monday (15 minutes): Log into your Google Business Profile. Check whether your business name, address, phone number, and opening hours are correct. Fix anything that is outdated.

Tuesday (20 minutes): Rework your profile description. Write in what you do, where you operate, and which search terms your customers use. 750 characters, do not waste a single one.

Wednesday (15 minutes): Upload at least 5 current photos. Exterior, team, completed projects. No stock photos.

Thursday (20 minutes): Create your first GBP post. A completed project, a current offer, or a tip from your field. Add a photo, link to your website, done.

Friday (10 minutes): Write down three questions customers frequently ask and answer them in the Q&A section. Then send your last satisfied customer the review link.

That is 80 minutes total. Spread across one week. And after that you have a profile that is better than 80% of your local competition.

From then on: one post per week (10 minutes), ask for a review after every job, update your photos once a month. That is the entire effort.

When You Think About It, That Is a Pretty Good Deal

Google Business Profile costs nothing. It reaches exactly the people who are actively searching for what you offer. It gets evaluated by AI Overviews. And most of your competitors are not using it properly.

I have worked at DHL, Instacart, Delivery Hero, and New Relic. At every single one, the realization was the same: the most valuable marketing channel is often the one everyone overlooks. At tech companies, that was often the documentation or the company blog. For local businesses, it is clearly the Google Business Profile.

If you want to expand your online presence beyond that, or if you have questions about local SEO strategy, get in touch. We help businesses become more visible online. Pragmatic, no buzzwords, with a clear plan.