Formerly known as Google My Business, this article will focus on Google Business Profile (GBP) statistics.
Rebranded due to many changes and innovations over the years, the service allows business owners to customize how their business appears on Google Maps and Search.
Utilizing this feature is a must-have for any business, considering that 6 out of 10 consumers use Google Business Profiles to find contact information.
Coupled with the fact that 98% of shoppers use the internet to find information about local businesses, you have more than enough reason to have your business registered with Google Business Profile.
For this resource, we’re going to take a deep dive into a variety of statistics surrounding the Google Business Profile service.
- “Near Me” mobile search queries on Google have increased by 200% in the last two years
- Optimized Google Business Profiles can potentially bring in 80 to 300 clicks per month
- 7 out of 10 people who searched locally visited a business within five miles
- More than 50% of GBP interactions lead to website visits
- The average Google Business Profile receives 33 clicks on a monthly basis
- Using images in GBP has been shown to increase per-visitor revenue by up to 17%
- There are roughly 4,000 different GBP categories to choose from
- 55% of consumers use Google Maps to learn more about local businesses
- Position on the SERP, Google reviews, and photos are the three main factors that influence consumers’ buyer’s journey
Google Business Profile Statistics in 2024: The Need to Know
It’s important to note that not every business owner needs to make use of the Google Business Profile service.
Those who expect walk-in customers or manage a physical storefront are the target market for GBP.
Many people resort to either Google Search or Maps to find more information on local businesses.
In some cases, if your business isn’t listed on Google, there are bound to be many people who never hear about you.
Nevertheless, there are quite a few factors that influence how a business gets found through GBP.
While setting up the profile is the first step, statistics highlight many other considerations of the importance of a Google Business Profile.
1. The Benefit of Optimized GBP’s
There are several ways a business owner can optimize their GBP.
Based on statistical data, it seems most businesses should focus on a few key things.
Optimizing Google Business Profiles can lead to 80 to 300 clicks per month on average.
Considering these are coming through without having to spend any marketing dollars, it’s a smart move for any organization.
Even if this range doesn’t seem necessarily high, they hold quite a bit of value.
It’s important to note that these clicks are coming from consumers who are likely looking for what the business is selling.
Results are bound to vary for each business, but it’s just another way to promote a product or service.
An effective one at that, considering how many people use Google to find new businesses.
2. More People are Searching “Near Me”
A function that Google has offered for a while now, people use “near me” to find businesses near their current location.
This search can be customized in a few ways, but it’s a low-effort search that many consumers resort to.
Recent data highlights that “near me” searches have increased by over 200% within the last two years.
Part of this comes from the Covid lockdowns as people were forced to resort to their devices at home.
Outside of that, these types of searches are increasing due to their efficiency, accuracy, and overall general adoption from Google users.
It’s just another reason businesses should be making use of GBP.
When you take into account the direction of consumer behavior moving forward, the use of “near me” will likely continue to increase.
There was a time when the feature wasn’t the most intuitive, but that isn’t the case anymore.
3. Most People Prefer to Visit a Business Nearby
Understandably so, a majority of people are bound to visit the closest business to their location that serves their needs.
Statistics show us that 7 out of 10 people searching for businesses locally end up visiting one within five miles of them.
A lot of the reason for this comes down to convenience.
Even if a consumer can’t discern if that business is the right choice, if it’s even remotely close, they’ll still visit the more immediate option.
Most people value their time quite a bit, and choosing the closer option will always seem like a more efficient route.
This is another reason business owners should be utilizing GBP, as it puts them on the map to the many people who come and go around them.
4. Google Business Profiles Influence Website Visits
While many factors play into website visits, it’s known that having a Google Business Profile can help to increase this metric.
Once a consumer comes across your GBP, your website is only a single click away. Due to this efficiency, many people are inclined to at least visit the website.
Stats show that around 50% of people who interact with a Google Business Profile end up visiting the business’s website.
Now, the number of those visitors who actually make a purchase is probably a bit less.
Regardless of that, it isn’t always about a sale, as awareness can be a lot more profitable in some circumstances.
That 50% is bound to fluctuate over time, but it’s merely another benefit that stems from creating a Google Business Profile.
5. Average Monthly Clicks
Once a GBP is up and running and optimized, a business can expect to receive some organic clicks throughout each month.
These, of course, come from the organic searches of consumers and lead to a nice little average for most organizations.
The most recent statistics on this particular topic show us that, on average, Google Business Profiles receive 33 clicks every month.
However, there are many unique factors to any business that are guaranteed to affect this number.
33 clicks isn’t a ton, but if even one of them turns into a sale, that’s a win for any business.
Keep in mind that the quality of these clicks is much higher than other forms of traffic.
This comes from the fact that these clicks likely come from potential buyers who are already interested in your product or service.
Looking Past Surface Level Benefits
Even if the stats mentioned above are enough to convince you, statistics on Google Business Profiles go much deeper than that.
When you take a look at this feature from a bird’s eye view, its importance to physical businesses becomes pretty clear.
Having your business listed ensures it shows up in Google Search and Maps, both of which are used at all hours of the day by millions of people.
Other benefits to the surface include increasing revenue, local and global brand awareness, and more.
The following sections dive into more niche statistics on Google Business Profiles.
6. Increasing Per-Visitor Revenue
Looking at revenue as a whole is an impressive number, but it gets a lot more interesting when you consider the different aspects of GBP’s that drive business.
For example, increases in revenue could come from more website clicks or phone calls through a GBP.
For this section, we’re looking at how per-visitor revenue can increase with the help of business photos.
Statistics show that per-visitor revenue can be increased by up to 17% by adding images to a Google Business Profile.
Another important note is that the number and quality of these images play into this as well.
While reviews used to be the main source of reference, many people prefer to look at photos as well.
Business photos can help reduce feelings of skepticism or uncertainty in consumers.
7. Categories for Different Businesses
How GBP’s are categorized is pretty complex, and it only makes sense as there are many different types of businesses.
When people are searching for something, Google does its best to provide them with the most relevant results.
A GBP plays a part in this as well.
Thankfully, there are over 4,000 categories business owners can choose from when creating their GBP.
One might think this is overwhelming, but choosing the right category is important for bringing in the right customer.
Of course, this isn’t the only factor that plays in finding customers or an audience, but it’s still significant with how much traffic goes through Google Search and Maps.
From another angle, some businesses simply may not find a category that exactly fits their profile.
In this case, many choose the closest relevant option, which can sometimes lead to less than accurate search results.
8. People Rely on Google Maps
A navigation tool that has been around for years, Google Maps continues to evolve with the times.
You don’t have to dig very far to discern that Google Maps is used by people all over the world.
However, in today’s world, Google Maps is much more than simple directions.
People rely on Google Maps for many bits of information.
Now that a vast amount of business data is available on the platform, people use it to learn more about them.
This is thanks to Google Business Profiles, as people can view the following information within Google Maps.
- Business name
- Phone number
- Social posts
- And more
With the service becoming more intuitive and easy to use over time, it has become a go-to source for business information for many people.
You’d be surprised at the number of businesses who don’t make use of GBP’s or even know what they are.
People are much more likely to visit a business if they’re able to learn everything they want to know before showing up.
This may not always be possible, but Google Business Profiles can provide consumers with the information they’re looking for alongside navigation.
9. Primary Influences from Google Business Profiles
GBP’s include a variety of information to help guide consumers where they want to go.
For most consumers, they aren’t interested in all of the information included in a GBP.
This has led to data that shows which aspects of a Google Business Profile matter the most to consumers.
The primary factors affecting the buyer’s journey in this case include:
- Position on search engine results page = 21%
- Google reviews = 21%
- Photos = 24%
It’s important for any business to focus on these three things in their GBP as they have the most impact on consumers’ decisions.
The stats are bound to vary based on a broad range of factors, but these are general averages that business owners can work with.
Most businesses have reviews on Google, but very few focus on search engine results or high-quality photos.
Something that’s helped with this is an easy Yelp integration.
Nowadays, you can quickly access many businesses’ Yelp profiles to review more detailed photos, reviews, and more.
10. The True Impact of High-Quality Photos
Data tells us that high-quality photos lead to much better results for businesses with a GBP.
Businesses that average 100 high-quality photos or more are bound to see a substantial increase in customer interactions.
Take a look at the chart below to see how GBP can increase customer interest through different mediums.
While some businesses are bound to find more success than others, the benefits of GBP’s are clear as day.
Once they’re live, they don’t require much maintenance unless information about a business changes.
It’s an easy way to drive more traffic to a business with minimal effort or upkeep, and the results can be quite impressive.
It’s important to highlight that the data above doesn’t include social media engagement, emails, or other forms of engagement with a business.
These are definitely the most common, but businesses find unexpected traffic from GBPs through many different forms of contact.
Google Business Profile and SERP Data
As a refresher, SERP stands for search engine results page, a very important component for any Google Business Profile.
Creating a GBP is just one part of the puzzle, as there’s an entirely different set of considerations for ranking in search results.
Aside from that, a lot of data on consumer behavior can be seen in how they engage with Google SERPs.
It’s true that many people interact with GBP’s through Google Maps, but there are many users who simply stick to business information in Google Search.
These two small differences in user preferences come with many unique statistics in consumer behavior.
The final sections of this article will delve into several statistics surrounding the relationship between GBPs and SERPs.
11. Most People Don’t Look Past the First Page
It may sound lazy, but the truth is that a majority of people don’t look past the first page of Google search results.
More specifically, this is in reference to 59% of people who use Google.
Part of this comes down to having what you need on the first page, and the other aspect is a bit of laziness.
Regardless of these reasons, it shows how important it is to rank on Google.
A Google Business Profile is a part of that equation, as it’s a part of the search results based on a variety of related queries.
The nuances of this have changed a lot over time.
However, the importance and benefits of a Google Business Profile make it worth the time and effort.
Ranking on the first page of Google is entirely possible, but it definitely takes a bit of consistent effort.
Nevertheless, even if having a GBP doesn’t automatically put you, it gets a business one step closer to another customer.
12. Complete Profiles See Better Results
When hunting for products and services on Google, you’ll notice that suggested businesses don’t always offer the same types of information.
One company may have a fully complete profile, while the other only offers an address and a phone number.
Taking a look at the statistics, it’s evident that businesses that have a completed GBP are seven times more likely to get clicks over time.
You won’t find a set number of clicks for this scenario, but the point is that having a complete GBP is important for any business.
In some cases, you may not have all of the information available to fill out the profile, but this shouldn’t stop you from creating one.
This primarily pertains to the most important information about a business. Not having your Instagram or random news articles linked to your GBP isn’t too detrimental.
13. Rank Your GBP with Questions and Answers
Adding as much information as possible about your business increases the number of people who’ll stumble across it.
For example, adding questions and answers to your GBP can help your profile rank as you become an increasing authority in your category.
At this time, around 25% of registered locations on Google Maps offer one or more questions for potential customers to review.
The use of this feature is especially common with large department stores like Walmart, Target, and the like.
90% of these types of organizations make use of an FAQ in their Google Business Profile.
Once again, these aren’t always necessary, but people appreciate having their questions answered without having to ask them in the first place.
Always remember that this isn’t something every business uses, but it offers a little extra peace of mind for consumers.
14. Promoting Your Google Business Profile
You’re likely familiar with the promoted locations in search results on Google.
They always have an “Ad” icon next to them and always appear as the first search results on the page.
By promoting your Google Business Profile, you could ensure you’re at the top of the search results every time.
It’s known that roughly 19% of consumers will click on an Ad on Google while they search.
Any business owner would want to put themselves in this potion.
It’s an effective form of marketing that doesn’t have to cost a lot to churn results.
Promoting a GBP makes sense when you consider the following statistics:
- Less than 1% of searchers visit the second page of the search results
- 42% of searchers click inside the Google Maps business information
- 15% eventually modify their initial search terms
Ensuring a GBP is at the top of the search results on Google helps mitigate many of the issues stemming from modern consumer behavior.
Sometimes, business owners have to really put themselves out there to get noticed, and making a Google Business Profile is one of the first steps.
15. Reviews on a GBP Matter a Lot
Recent statistics show that reviews matter to roughly 98% of searchers.
People who are searching through Google to find businesses are also going to glance at the reviews.
You can assume that if these are overly negative, people may never visit in the first place.
That’s where there’s so much stress around Yelp reviews, as too many negative comments can truly ruin a business.
Aside from that, building up a positive roar will make you an authoritative figure in your space.
Even if it’s just one positive review, that’ll make new buyers much more comfortable moving forward with their purchase.
The capabilities and importance behind Google Business Profiles have evolved significantly over the years.
Nowadays, it’s pretty much essential for any physical business that deals with customers every day.
Some business owners will have to go through a learning curve, but most are able to see the long-term benefits of a stellar GBP.
This article has highlighted some of the most important Google Business Profile statistics for 2024.