Most small business owners know a Google Business Profile matters.
But there’s a big difference between having a Google Business Profile and actively managing one.
New research from BrightLocal suggests many businesses miss this distinction, potentially overlooking one of the most valuable tools for improving visibility in local Google searches.
For Australian small businesses, particularly those relying on customers within a defined service area, this’s an important reminder: simply setting up a Google Business Profile isn’t enough.
What does the BrightLocal research reveal?
In October 2026, BrightLocal published its Small Business Marketing Report, which examines how small businesses approach online marketing. The study surveyed 1,002 American small business owners with businesses employing between one and 50 people.
While the findings are based on US businesses, they provide valuable lessons for Australian small businesses trying to attract local customers.
The statistics tell an interesting story.
- 85% of small businesses reported having a Google Business Profile.
- Only 35% considered their Google Business Profile an active presence.
- 30% updated their profile in the past week.
- 21% said it had been more than three months since they last updated their profile.
These figures measure different things. For example, some owners may have recently responded to a review without actively managing their profile.
Nevertheless, the research identifies a substantial opportunity.
Many businesses have a Google Business Profile but aren’t using it to its full potential.
Why is your Google Business Profile so important?
Think about what happens when someone searches Google for a local business.
They might search for an electrician in Geelong, a landscaper in Torquay, a physiotherapist in Ballarat or a builder in Hobart.
Google can display relevant local businesses through Google Maps and local search results, allowing customers to compare providers before visiting their websites.
Depending on the business, its Google Business Profile can display:
- Business name and contact details.
- Opening hours and location.
- Services and products.
- Customer reviews and ratings.
- Photos of the business and completed work.
- Website links and directions.
For a potential customer, this information can influence whether they contact your business or keep looking.
BrightLocal research backs Google’s importance, finding that 71% of consumers used Google at some point during their most recent local business search.
Your Google Business Profile can therefore be one of the first places a customer encounters your business.
An inactive profile is a missed opportunity
Many businesses create a Google Business Profile, complete the basic information and then largely forget about it. The business might change its operating hours, introduce new services, complete impressive projects or receive excellent customer feedback without updating its Google presence. Meanwhile, competitors may keep their profiles current, add photos, update posts, respond to reviews, and ensure their details accurately reflect their business.
Which business is more likely to give a potential customer confidence?
An active, accurate Google Business Profile helps customers understand what your business offers and whether it meets their needs. That doesn’t mean posting regularly will automatically improve your Google rankings. Frequent updates alone don’t guarantee higher visibility. However, keeping your profile up to date ensures customers see relevant, useful information when they discover your business.
That can make a real difference in whether they contact you.
What should you be doing with your Google Business Profile?
Managing your Google Business Profile doesn’t need to be complicated, but it should be ongoing.
1. Keep your business information accurate
Make sure your business name, address, phone number, website, and opening hours are correct. If your services, trading hours or business details change, your Google Business Profile should be updated accordingly. Inaccurate information can frustrate customers and undermine confidence in your business.
2. Regularly upload relevant photos
Photos help potential customers see the people, products, services and experience behind your business. For example, a builder might showcase recently completed homes, a landscaper could upload before-and-after project photos, and a retailer might feature new products.
Relevant, genuine images help customers understand what to expect when dealing with your business.
3. Encourage genuine customer reviews
Customer reviews are key to building trust. Recent, genuine reviews can reassure potential customers about the quality of your products or services.Make it easy for satisfied customers to leave a Google review, and respond professionally to the feedback you receive. This includes negative reviews.
How you respond can say as much about your business as the review itself.
4. Keep your services and products up to date
If your business introduces a new service or changes what it offers, make sure your Google Business Profile reflects that. For example, a business specialising in electrical work may also offer EV charger installations, thermal imaging, or data cabling services. These services should be clearly explained on the business website and, where appropriate, reflected in its Google Business Profile. This helps customers understand the range of work your business undertakes.
5. Use Google Posts when you have something useful to share
Google Business Profile lets businesses publish updates, offers, and other relevant information. This might include a recently completed project, a new service, an event or a business announcement. The objective isn’t to publish content simply for the sake of activity. It’s to provide useful, current information that helps prospective customers make informed decisions.
Your website and Google Business Profile should work together
Your Google Business Profile is an important part of your local SEO strategy, but it shouldn’t operate in isolation. Your website should provide the detailed information customers need to understand your business. This includes individual service pages, relevant locations, completed projects, FAQs, and clear contact information.
Your Google Business Profile then helps customers discover your business, check essential details and navigate to the website when they want more information. For example, someone searching for a commercial electrician in Geelong might discover your business on Google Maps, read your customer reviews and then visit your website to learn more about your commercial electrical services.
When both platforms contain accurate, consistent information, they create a more useful experience for potential customers.
Could your competitors be doing a better job?
One of the most striking findings from BrightLocal’s research was that although 85% of the surveyed businesses reported having a Google Business Profile, only 35% considered themselves active on it.
That represents a substantial gap between establishing a presence and maintaining one. For Australian businesses, it raises an important question.
When did you last properly review your Google Business Profile?
Not just check that it exists, but review the information customers actually see. Are your opening hours correct? Are your services up to date? Do your photos reflect the work you do today? Have you received recent reviews? Are you responding to customer feedback? If you answered “no” to several of those questions, your profile could be working harder for your business.
Make Google Business Profile management part of your marketing
Small businesses are busy, and maintaining online platforms can easily fall down the priority list. But given Google’s continued importance in local business searches, overlooking your Google Business Profile doesn’t make much sense. You don’t need to spend hours on it every week. You do need a process to keep it accurate, relevant, and useful. For businesses in competitive local markets, Google Business Profile management should be an ongoing part of their digital marketing, alongside website maintenance, SEO, and customer review management.
Is your Google Business Profile working hard enough?
At GOOP Digital, we help Australian small businesses improve their online visibility through local SEO, Google Business Profile optimisation and ongoing digital marketing. If you haven’t reviewed your Google Business Profile recently, you may be missing opportunities to better present your business to potential customers.
Contact GOOP Digital to discuss your Google Business Profile and how you can improve your local visibility on Google.
Research source: BrightLocal, Customers still use Google, but small businesses don’t think it’s important, October 2026.
Read the BrightLocal research article | Read the full Small Business Marketing Report 2026
Research note: The study surveyed 1,002 US-based small business owners with one to 50 employees. The findings provide useful insights for Australian businesses but should not be interpreted as Australian survey results.