The Digital Landscape Is Changing. Are You Ready?

The Ultimate Guide to Local SEO: Why Your Google Business Profile is Your Most Powerful Asset

For years, the phrase “digital marketing” conjured images of complex websites, endless keyword lists, and expensive advertising campaigns. For a local Australian business owner, navigating this world could feel like trying to cross a busy Sydney street blindfolded. But what if we told you that the most powerful tool in your digital arsenal is something you already have, or can get for free? We’re talking about your Google Business Profile (GBP), and it’s the cornerstone of a winning local SEO strategy in 2025 and beyond.

At Folio Manager, we’ve always believed that effective marketing should be accessible and, above all, should deliver real results. The search landscape is evolving at a breathtaking pace, but this evolution presents an unprecedented opportunity for local businesses across Australia. In this in-depth guide, we’ll explore how search is changing, why your Google Business Profile is more critical than ever, and provide you with a detailed, actionable blueprint to transform your profile from a static listing into a dynamic, customer-generating machine.

This is more than just a blog post. It’s a deep dive into the future of how customers find and connect with businesses, and a step-by-step masterclass on how you can get ahead of the curve. Grab a coffee, settle in, and let’s unlock the power of your online presence.

Part 1: The AI-Driven Evolution of Search

For decades, search was a simple game of keywords. A user would type “plumber” and Google would return a list of websites with the word “plumber” on the page. It was efficient, but it wasn’t intelligent. But as Google co-founder Larry Page famously said, the “ultimate search engine would understand exactly what you meant and give you back exactly what you want.” Today, thanks to the massive leaps in Artificial Intelligence (AI) and machine learning, that vision is becoming a reality.

Think about it. Google processes billions of queries every single day; trillions each year. AI is at the heart of how it makes sense of this firehose of information. The search bar is no longer just a place for keywords; it’s a conversation. Instead of just “Thai restaurant Melbourne CBD,” a modern search query might be “What’s a good Thai restaurant in Melbourne CBD that has outdoor seating and is open late on a Tuesday night?”

This shift is happening in two major ways:

• The questions you can ask: Queries are becoming longer, more conversational, and more specific. Users are not just looking for a service; they’re looking for a solution that perfectly matches their unique needs and intent. They’re asking questions that are so specific, they require an almost human-like understanding to answer.
• The results Google provides: In response, Google’s results are evolving beyond a simple list of links. AI-powered search generates rich, nuanced answers that can summarize information, compare options, and provide a direct path to a business; all without the user ever needing to click through to a website. This is the rise of the “zero-click search,” where the answer is presented directly on the Search Engine Results Page (SERP).

This zero-click reality might sound terrifying, but it’s actually an incredible opportunity for local businesses. Why? Because to appear in these AI-generated, hyper-relevant search results, you don’t need a massive, complex website. You need a comprehensive, up-to-date, and highly active Google Business Profile.

Part 2: The Cornerstone of Your Digital Strategy: Your Google Business Profile

If a business’s website is its digital storefront, then its Google Business Profile is its main street sign, its front window display, and its directory listing all rolled into one. It’s the very first thing most potential customers see when they look for a business like yours. According to research, a staggering 93% of Australians search online for hyperlocal businesses. Even more compelling, 46% of all Google searches have local intent, and a remarkable 78% of mobile-based, location-specific searches result in an in-store purchase.

Your GBP is the key to capturing this high-intent traffic. It’s the central hub where Google pulls the information it needs to answer those complex, conversational queries. When a customer asks for a “women-led florist near me that offers same-day delivery,” Google’s AI will look to the attributes and information on your GBP to provide that answer.

But your GBP is not just about being found; it’s about building trust and driving action. An optimized GBP receives significantly more views and interactions. Businesses with an active and complete GBP get more calls, more direction requests, and more website visits. It’s the engine that powers real-world customer connections.

We’ve seen it time and time again in Australia: businesses that truly master their Google Business Profile have a critical advantage over their competition, regardless of their size or advertising budget. Why? Because they’re meeting customers exactly where they are on Google Search and Google Maps and giving them a reason to choose their business.

Part 3: Mastering the Three Pillars of an Optimized Google Business Profile

Based on the recent live workshop on Optimizing Your Google Business Profile by Lisa Landsman, Head of Industry Engagement and SMB Success at Google, and Michael Gnagy, Product Manager at Google, there are three most impactful features that you can implement right now to optimize your profile and start attracting more customers. These are not just nice-to-haves; they are essential tools for standing out in a crowded market.

Pillar 1: The Power of Google Posts

Your Google Business Profile is a living, breathing entity. Yet, too many businesses set it up and forget about it. Google Posts are your chance to change that. They’re like mini-blog posts or social media updates that live directly on your profile, making it easy to communicate with your local community.

Why are Google Posts so effective?

• Direct Communication: Posts allow you to speak directly to customers who are actively looking for you. You can provide timely information, highlight new products, or announce changes to your hours.
• Improved Customer Experience: When a customer sees a recent post, they know your business is active, engaged, and reliable. This builds immediate trust.
• Boosted Visibility: Google’s algorithms reward profiles that are regularly updated. Consistent posting signals to Google that your business is relevant and current, which can improve your local search rankings.
• Drive Action: Posts are designed to drive engagement. With a strong call-to-action (CTA), you can motivate customers to visit your store, book a service, or call for a quote.

Statistics from the workshop highlight this impact:

• 48% of consumers said a special offer would motivate them to revisit a business.
• 70% of retailers see offerings like additional services or classes as important to their business growth.

This is not just theory. This is how it works in the real world. A small café in Surry Hills could post a “Happy Hour” special for the afternoon, complete with a photo of their latest creation. A plumber in Perth could post an “Update” with a photo of a recent, complex job they completed, demonstrating their expertise. A retail shop in Brisbane could post an “Offer” with a limited-time discount code. All of these actions provide value to the customer and tell Google that this business is a great result for a local search.

Best Practices for Google Posts

To get the most out of your posts, follow these best practices:

1. High-Quality Visuals: The internet is a visual place. Always use a clear, high-resolution image or a short, engaging video. These visuals are what will grab a user’s attention as they scroll through search results or Google Maps. Think about what a customer would find appealing or informative. For a restaurant, it’s a photo of the food. For a hairdresser, it’s a stunning before-and-after shot. For a landscaper, it’s a video walkthrough of a finished garden.
2. Keep it Concise and Engaging: You have a limited amount of space, so every word counts. Write a catchy headline and a body that gets straight to the point. Customers should be able to understand the message in a matter of seconds.
3. Highlight Promotions and Events: Posts are perfect for time-sensitive content. If you’re running a limited-time sale, a weekend event, or a special offer, use a Google Post. Make sure to include all the details, such as accurate start and end dates/times, coupon codes, and any relevant terms and conditions. This gives customers a clear incentive to act now.
4. Include a Strong Call-to-Action (CTA): End every post with a clear instruction. Whether it’s “Call Us Today,” “Book Now,” “Order Online,” or “Learn More,” a strong CTA tells the customer what to do next. Link the button to the relevant page on your website, such as a contact form, a booking page, or a special landing page for the promotion.
5. Post Regularly: Consistency is key. Aim for a regular posting schedule, such as once a week. This keeps your profile fresh and ensures that your customers are always informed about the latest happenings at your business. It also signals to Google that you are actively managing your profile, which can positively impact your ranking.

Pillar 2: Integrating Social Media Links

In the modern digital ecosystem, your presence isn’t confined to a single website. Customers expect to find you on multiple platforms. Google understands this, which is why adding your social media links to your Google Business Profile is a simple yet powerful way to connect your entire digital presence.

The workshop data showed remarkable results for businesses that connected their social profiles:

• Increased Visibility: A 9% increase in GBP Impressions.
• Higher Engagement: A 10% increase in web clicks and phone calls.
• Cross-Platform Discovery: A 14% increase in Google-sourced users.

Why does this matter for your business?

• Building Trust: When a potential customer sees that your business has active and up-to-date social media profiles, it builds credibility and trust. It shows that you’re a legitimate, modern business that’s engaged with its community.
• Showcasing Content: Google is increasingly featuring social posts directly on your profile. A post you made on Instagram about a new product line could appear right next to your business information, giving customers a dynamic view of your offerings.
• Expanding Your Reach: By linking your social profiles, you’re creating new pathways for discovery. A user might find you on Google, then click through to your Instagram to browse your visual content, and then follow you to stay engaged; all because of one simple link on your GBP.

It’s a powerful cycle: your activity on social media strengthens your Google presence, and your Google presence drives traffic and engagement back to your social channels. It’s a win-win for your digital footprint.

Pillar 3: Activating Chat Features

The way people communicate is changing. For many, a phone call has become a last resort. Customers now expect instant, conversational communication. This is why adding chat links, like a direct text message or a WhatsApp button to your Google Business Profile is a game-changer for customer engagement.

The statistics on this are undeniable:

• 70% of users would prefer to chat instead of call.
• 60% said WhatsApp is their preferred chat platform to interact with a business.
• 62% said their leading intention for messaging a business is to book or request an appointment.

This isn’t just about convenience; it’s about converting passive interest into active business. Imagine a customer searching for a local hairdresser in Adelaide. They see a profile with a “WhatsApp” button. Instead of having to call during business hours, they can send a quick message right then and there to ask about availability or book an appointment. This removes friction and makes it incredibly easy for them to choose your business.

Why should you embrace chat?

• Instant Gratification: Customers can get quick answers to their questions without the back-and-forth of email or the social pressure of a phone call.
• Higher Conversion Rates: When a customer can book an appointment or ask a question in a way they prefer, they are far more likely to convert from a potential lead to a paying customer.
• Direct Relationships: Chat allows you to build a more personal relationship with your customers. You can have a one-on-one conversation that builds trust and loyalty.

By providing these direct contact options, you’re meeting your customers on their terms and proving that you’re an accessible, modern business that values their time.

Part 4: Your Step-by-Step Guide to Optimizing Your GBP

Now that you understand the “why,” let’s get into the “how.” Follow this comprehensive guide to get these essential features set up on your Google Business Profile.

Step 1: Navigating to Your GBP

Before you can make any changes, you need to access your profile.

1. Search on Google: On a computer or your phone, simply go to Google Search and type in your business’s name. If you’re the verified owner, you’ll see a management dashboard at the top of the search results.
2. Use Google Maps: On the Google Maps app, you can also find your business and see a “Business” tab at the bottom right, which gives you access to the same management tools.

Step 2: Adding Your Social Media Profiles

Linking your social accounts is a quick and effective way to enhance your profile.

1. From your GBP management dashboard, click on “Edit profile.”
2. Navigate to the “Contact” tab.
3. Scroll down to the “Social profiles” section.
4. Click the “+ Add social profile” button.
5. From the dropdown menu, select the social media platform you want to add (e.g., Facebook, Instagram, LinkedIn, TikTok, X).
6. Paste your public profile’s URL into the “Web address” field.
7. Click “Save.”

You can add up to four social media links. It’s best to prioritize the platforms where you are most active and have the most engaging content.

Step 3: Creating an Impactful Google Post

Creating a post is a simple process that can deliver huge results.

1. From your GBP dashboard, click on “Add update” and then select “Posts.”
2. Choose the type of post you want to create:
   • Update: For general news, business announcements, or recent projects.
   • Offer: For discounts, sales, or special promotions. You can add a title, description, start/end dates and times, a coupon code, and a link to redeem the offer.
   • Event: For a special event, such as a live music night or a workshop. You can add a title, description, start/end dates and times, and an optional button.
3. Add a concise description of your post. Make it clear and to the point.
4. Add a high-quality image or video. This is the most crucial part. The visual is what will capture your audience’s attention.
5. If you want to add a call-to-action, click the “+ Button” link. You can choose from options like “Shop,” “Order Online,” “Book,” “Learn More,” or “Call Now” and link it to the relevant page.
6. Once you’re happy with your post, click “Post.”

Your post will now appear on your Google Business Profile and will be visible to customers on both Google Search and Google Maps.

Step 4: Setting Up Text and WhatsApp Chat

Activating chat is a powerful way to make your business more accessible.

1. From your GBP dashboard, click on “Edit profile.”
2. Navigate to the “Contact” tab.
3. In the “Contact information” section, you’ll see an option for “Chat.”
4. Click on the “Chat” field.
5. A dropdown will appear. You can choose to add a “Text Message” link or a “WhatsApp” link.
6. For “Text Message,” enter your business phone number. This will allow customers to send you a text directly from your profile.
7. For “WhatsApp,” enter your WhatsApp phone number. This will automatically open a chat with your business in the customer’s WhatsApp app.
8. Click “Save.”

Once activated, these chat buttons will appear on your profile, inviting customers to connect with you instantly. You’ll be able to see the performance of these links in your GBP performance metrics, which now track “Chat clicks” alongside calls, bookings, and directions.

Part 5: The Broader Landscape of Local SEO

While a powerful GBP is the single most important factor for success, it’s part of a broader local SEO strategy. Think of your GBP as the foundation, but a truly successful strategy includes a few other key elements that work in synergy with your profile.

• Consistent NAP Citations: NAP stands for Name, Address, and Phone number. It’s crucial that this information is consistent across all your online listings, from your website to social media, and on online directories like Yelp or TrueLocal. Inconsistent information can confuse both search engines and customers.
• Review Management: Reviews are social proof. They are a powerful signal to both Google and potential customers that your business is trustworthy. A staggering 71% of people do not consider businesses with a review rating below three stars. It’s essential to actively encourage customers to leave reviews and to respond to all of them, both positive and negative. Responding to reviews shows you care about your customers and their experience.
• Mobile-First Website: Given that a significant portion of local searches happen on mobile devices, your website must be mobile-friendly. It should be fast-loading, easy to navigate, and display your contact information clearly.
• Localised Content: Create content that is specific to your local area. A blog post titled “Top 5 Plumbers in Sydney for Burst Pipes” or a service page dedicated to “Landscaping Services in Brisbane’s Northern Suburbs” will help you rank for those specific, high-intent local queries.
• Schema Markup: This is a technical element, but it’s vital for telling search engines exactly what your business is. Adding LocalBusiness schema markup to your website’s code helps Google understand your business hours, address, services, and more. This can help you earn rich snippets and stand out in search results.

By combining a fully optimised GBP with these broader local SEO strategies, you’re not just hoping to be found; you’re building a comprehensive, interconnected web of digital assets that work together to drive qualified traffic and, most importantly, grow your business.

Part 6: Why This Matters to Australian Businesses Right Now

You might be thinking, “This all sounds great, but is it really worth the effort?” The answer is a resounding yes, and here’s why this is more critical for Australian businesses than ever before.

• The Competitive Advantage: Australian businesses are behind the curve on local SEO. A recent report revealed that over half of all Australian local businesses haven’t even claimed their Google Business Profile. This is not a roadblock; it’s a wide-open playing field. By simply claiming and optimizing your profile, you are putting yourself light years ahead of your competition. You can dominate your local market just by doing what so many others are neglecting.
• The High-Intent Customer: Australian consumers are increasingly turning to online search for their shopping decisions. They’re not just browsing; they’re looking for solutions to their immediate problems. A well-optimised GBP positions you as the perfect solution, whether they’re looking for a café for their morning coffee or an emergency electrician on a Saturday afternoon. The research is clear: almost 90% of local searches lead to a phone call or visit within 24 hours.
• The Power of Free Tools: Your Google Business Profile is a powerful, free marketing tool. You don’t need a massive budget or a team of marketing experts to get started. Everything we’ve discussed today, including creating posts, adding social links, and setting up chat, can be done in a matter of minutes. It’s an investment of your time, not your money, and the return on that investment is massive.

Conclusion: Take Control of Your Digital Destiny

The future of search is here, and it’s powered by AI, driven by conversational queries, and built around a business’s most powerful asset: its Google Business Profile. For Australian businesses, this is a moment of unprecedented opportunity. The gap between those who embrace this evolution and those who ignore it will only continue to widen.

Your Google Business Profile is no longer just a listing; it’s a dynamic, interactive marketing channel that connects you directly with customers in their most critical moments of need. By actively managing your profile, creating engaging posts, linking your social presence, and making it easy for customers to chat with you, you’re not just participating in the digital world; you’re leading in it.

At Folio Manager, we are committed to empowering local Australian businesses to thrive online. We encourage you to start today. Log into your Google Business Profile, and begin the process of transforming your online presence. The customer connections you’re looking for are just a few clicks away.

This is just the beginning of your journey. Do you want to dive deeper into a specific aspect, like advanced strategies for using Google Posts or how to analyze your GBP performance data? We’re here to help you every step of the way.