SEO: Google Places (Now Google Business Profile)

The first blog in this SEO series outlined why strong search visibility is critical for locally owned businesses. Today, we’re focusing on one of the most powerful—and completely free—tools for improving your local presence: Google Places. Or rather, what Google Places has become.

Google Business Profile has since replaced Google Places, and for brick-and-mortar businesses, it remains one of the best ways to ensure customers can find you. Yet many local businesses still haven’t claimed their listing, and many that have aren’t taking full advantage of everything the platform offers.

Like most things online, it’s not just about checking the box—it’s about using the tool strategically. And while Google Business Profile doesn’t replace the need for website SEO, optimizing your listing dramatically improves your local search visibility.

Why Google Business Profile Matters

If you operate a physical location, your Google Business Profile provides the quickest path for customers to discover you. It powers what shows up when someone searches your business name, your industry, or “near me” terms in Google Search or Google Maps.

Best of all, it’s free.

Google Places may not exist under its original name, but the purpose remains the same: give local businesses an opportunity to appear prominently in search results, no matter their size or marketing budget.

Use All the Features Available

Google Business Profile allows you to add:

• Multiple categories (your primary category + supporting ones)
• A detailed business description
• Photos and videos
• A service or product list
• Attributes (e.g., women-owned, veteran-owned, wheelchair accessible)
• Hours and holiday hours
• Posts and updates

Every one of these elements contributes to your visibility and relevance. If you’re only filling out the basics—name, address, and phone number—you’re leaving a lot of opportunity on the table.

You’d be surprised at which keywords people use to find your business. Your Google Analytics data is a goldmine for understanding search behavior and ensuring your Google Business Profile listings reflect those terms.

What Google Business Profile Can and Can’t Do

Google Business Profile boosts your visibility, especially when someone searches for your business directly. It’s a powerful local discovery tool, but it is not a replacement for SEO.

Your competitors can optimize their listings too, and many do—so if you want a lasting competitive advantage, proper website SEO is still essential.

Why Ranking Still Matters

Statistics paint a clear picture:

• The #1 listing on a search page receives 38% of all clicks.
• The top 3 results capture 63% of all search traffic.
• 80% of users never scroll past the first page.

That means your search ranking isn’t just important—it’s a make-or-break factor in whether customers discover your business at all.

Improving your website SEO and optimizing your Google Business Profile work together to increase your visibility and give your customers multiple ways to find you. And as always, Paradux Media Group is here to help—whether through hands-on SEO management or practical, easy-to-understand classes.