Google Business Profile (GBP), formerly Google My Business, is often associated with local coffee shops or retail stores. However, its value stretches far beyond B2C businesses—it’s a game-changer for B2B companies aiming to boost visibility and build credibility. Even without walk-in traffic, B2B enterprises can benefit from a fully optimized GBP in several ways.
Potential clients often research suppliers and service providers online before making decisions. A complete GBP profile gives your business an edge by presenting crucial details—location, contact info, website—at a glance, making it easy for prospects to reach you.
Additionally, a well-maintained GBP profile builds trust. It acts like a digital business card, showcasing your company’s legitimacy. With positive reviews, your profile enhances credibility, which directly impacts your reputation. For B2B buyers, trust is key, and your Google listing can help foster that trust by offering social proof through reviews.
An optimized Google Business Profile also directly influences your Search Engine Optimization (SEO). Google uses the information to rank local businesses in search results, and higher engagement, like clicks and calls, signals relevance. For B2B companies targeting local markets, this is an essential factor in improving visibility and ranking.
As AI and large language models (LLMs) increasingly shape search behavior, GBP's importance grows even more. With AI-driven tools like Google’s own AI search features or third-party LLMs becoming common, your GBP listing plays a crucial role in visibility. These tools are often the first touchpoint for users searching for businesses or services, even when the search starts within AI-powered environments. Your profile can influence how AI systems display your business, making it a critical piece of your online presence in this evolving search landscape.
Lastly, GBP allows you to engage directly with customers. Features like the Q&A section and Posts give you a chance to interact with clients and share company updates or events, making your business more personable and connected with the community. As many prospects now begin their journey through Google Maps or search, having a strong GBP presence is not just an advantage—it’s a necessity. It’s essentially a free advertisement on the world’s most powerful search engine.
Let’s dive into how you can optimize your GBP to make the most of these opportunities.
Essential Steps to Optimize Your B2B Google Business Profile for Maximum Visibility
Claim and Verify Your Business Profile to Establish a Strong Foundation
Before diving into optimizations, ensure your Google Business Profile is claimed and verified. This is the foundation of your online presence. If you operate in multiple locations, create and verify a separate listing for each one.
Fill Out Every Profile Section for Complete Accuracy and Relevance
Don’t leave any field blank. Fill out your business name, address, phone number (NAP), website, business hours, categories, products/services, and description with specific, accurate details. Consistency is key—Google and potential clients rely on this information to find and trust your business.
Maintain NAP Consistency Across All Platforms to Build Trust and Improve Local SEO
For a solid online presence, your business name, address, and phone number should match exactly across all platforms. This consistency not only builds trust with users but also with Google’s algorithm. It’s especially important for B2B companies that may have different legal names or HQ addresses. Inconsistent info can harm your local ranking and confuse AI tools as well.
Select Precise Categories to Improve Your Search Visibility and Relevance
Pick the most relevant primary and secondary categories to describe your business. For instance, a company selling industrial machine parts may choose “Industrial Equipment Supplier” as their primary category, while adding specific secondary categories. Selecting the correct categories helps Google place your business in the right search results, increasing your visibility.
Leverage Google Attributes to Highlight Key Features and Differentiate Your B2B Brand
Attributes provide additional insights into your business, such as "Women-Led" or "Appointment required." These can set you apart from competitors and enhance your profile. For B2B, attributes like "Offers onsite services" or "Available for consultations" may be particularly useful. Don’t underestimate their potential to improve your visibility, especially in search results.
Write a Clear, User-Focused Description That Defines Your B2B Business
Your business description should serve as a concise, precise definition of what you do, making it immediately clear to anyone who reads it. This isn’t about keyword stuffing or trying to rank for every possible search term—it’s about speaking directly to your audience. Focus on explaining your core services, who you serve, and what sets you apart. Aim to convey the value your business brings in a straightforward way that leaves no room for confusion. By doing this, you’ll not only connect with potential clients but also improve your relevance in search results, ensuring that users know exactly what to expect from your business.
Enhance Your Profile with Authentic, High-Quality Photos and Videos
Visuals make your profile stand out, even for B2B companies. Include a logo, cover photo, and additional images that show your office, team, or products. Authentic, high-quality photos help humanize your business and increase engagement, making users more likely to contact you. Avoid stock images—Google favors original content, and geotagging your photos can further link your business to its location for local searches.
Proactively Manage and Respond to Reviews to Boost Your Reputation and Local Ranking
Reviews are essential for any business. Encourage satisfied clients to leave feedback, and respond to reviews—both positive and negative. A steady flow of reviews signals to Google that your business is active and trustworthy, which can boost your local ranking. Managing reviews shows prospects that you are engaged and responsive, which is crucial for building trust.
Engage Clients Regularly with Google Posts to Keep Your Profile Fresh and Relevant
Regular updates via Google Posts help keep your profile fresh and engaging. Whether it's an upcoming webinar, a new service offering, or an event you're attending, Google Posts let you share important company news with potential clients. Posts will also include search terms relevant to your services, improving discoverability.
Ensure Continuous Profile Maintenance to Strengthen Your Online Presence Over Time
Optimization is an ongoing effort. Regularly update your business information, add new photos, post updates, and respond to reviews. Keep an eye on the Q&A section to ensure timely responses to customer queries. By actively managing your profile, you signal to Google that your business is active, which can improve your ranking over time. Treat your GBP with the same care as your website, as it’s an essential tool for your online presence.
Google Business Profile and the Impact of AI-Powered Search (ChatGPT, Google SGE, etc.)
Search is evolving, and AI-powered tools like ChatGPT, Google’s Search Generative Experience (SGE), AI agents and voice assistants are reshaping how customers discover businesses. These AI systems pull data from various sources, including Google Business Profiles, to recommend services. Understanding how your GBP plays a role in this transformation is key to staying visible in this new search landscape.
While ChatGPT and similar AI assistants aren’t search engines themselves, they access search results and trusted data sources to answer user queries. For example, if someone asks, “Who are the best B2B IT consultants near me?”, AI tools pull data from websites, directories, and local listings like Google, Yelp, and Facebook to make recommendations. While ChatGPT doesn’t pull real-time data directly from Google Business Profiles, having an accurate and consistent online presence across multiple platforms—like Bing Places, Yelp, and industry-specific directories—boosts the chances that AI tools will recommend your business.
AI tools prioritize businesses with good reviews. They easily process structured data, such as star ratings and review counts, and favor businesses described as “top-rated” or “highly reviewed.” So, having a strong, positive reputation on Google and other platforms directly influences whether an AI assistant like ChatGPT recommends your business.
Google's Search Generative Experience (SGE): Enhancing Local Search with AI
Google is integrating generative AI into its search results through the SGE feature. While this doesn’t replace the traditional Map Pack, it enhances local searches by providing expanded results, showing more businesses (up to 5 instead of the usual 3) along with AI-generated descriptions. For example, if someone searches for “best B2B suppliers of industrial pumps,” SGE might display a list of businesses with brief summaries pulled from their GBP profiles and reviews. These AI-generated descriptions, like “Acme Industrial Supplies – Known for quick delivery and excellent customer support,” directly reflect your profile and reviews.
To influence the AI-generated descriptions, make sure your GBP is detailed, particularly in the services/products section. Highlight specific strengths you want AI to capture—such as fast shipping, 24/7 support, or certifications—both in your business description and in customer reviews. Being listed among the top 5 businesses for relevant local queries is crucial, and that’s where optimized profiles and local SEO come into play.
Voice search is another growing area where AI plays a pivotal role. Google Assistant, Siri, and other voice-driven platforms rely heavily on local listing data to answer queries like “Find a B2B accounting firm near me.” Google Assistant pulls from your GBP information, while Siri uses Apple Maps listings. As voice search becomes more conversational, it’s important to ensure your GBP and website content are optimized for natural language queries. Phrasing questions in ways users might ask, like “Who can help me with X in [City]?” will make it easier for AI to surface your business.
AI-powered search is becoming an increasingly important tool for businesses to capture customer attention. By keeping your Google Business Profile up to date and maintaining consistency across all platforms, you increase the chances that your business will be recommended by AI tools. Ensure your information is accurate, your reviews are stellar, and your content is optimized for both traditional search and AI-driven platforms.
How does Google Business Profile Fit into Your Broader SEO Strategy
Integrating Google Business Profile (GBP) into your B2B SEO strategy is essential for boosting visibility, regardless of whether users discover your business through traditional Google search or AI-driven tools. An optimized GBP enhances your chances of being seen by providing essential business details, such as accurate contact information, reviews, and a clear description of your offerings. Align your website and GBP with consistent, relevant keywords and ensure your NAP data is uniform across all platforms. Positive reviews, frequent updates, and leveraging GBP insights help refine your overall SEO strategy and improve engagement. By maintaining an active and well-optimized GBP, you build trust with potential clients and increase the likelihood of being recommended by search engines and AI systems, strengthening your overall online presence.
Boost Your B2B Visibility with a Tailored Google Business Profile Strategy
Optimizing your Google Business Profile (GBP) is a cost-effective yet powerful way to elevate your B2B business’s visibility and credibility. It ensures your company is found in key online spaces, including AI-powered search tools, Google Maps, and voice assistants. By implementing the best practices outlined—such as completing your profile details, gathering reviews, posting updates, and ensuring consistency across all platforms—you position your business to attract potential customers when they need you most.
At W4, we specialize in crafting customized visibility strategies that integrate seamlessly with your broader B2B marketing and SEO efforts. We’ll work with you to refine your GBP, ensuring your business stands out, stays relevant, and captures attention—no matter how or where your potential clients are searching. By partnering with us, you’ll experience the full benefits of a strategic, data-driven approach to GBP optimization, resulting in increased traffic, higher engagement, and long-term growth for your business.
