The Critical Role of Google Business Profile and Maps in 2025

While the search landscape has become increasingly fragmented, Google Business Profile (GBP) and Google Maps remain cornerstone elements of any comprehensive visibility strategy. The data surrounding their impact on business discovery and customer engagement reveals why these platforms deserve special attention within the broader Search Everywhere Optimization framework.

The Numbers Don't Lie

The statistics surrounding Google Business Profile usage are staggering and underscore its continued relevance in 2025. Research based on insights from over 150,000 businesses reveals that 86% of all Google Business Profile views come from category-based searches rather than brand searches. This means that the vast majority of potential customers discovering businesses through GBP have no prior knowledge of the company—they're simply searching for services or products in their area.

This discovery-driven behaviour makes GBP optimization crucial for capturing new customers who might otherwise never encounter your business. It's not about people who already know your brand; it's about being found by people who need what you offer but don't yet know you exist.

Google Maps Dominance

Google Maps has achieved remarkable penetration in consumer behaviour, with 67% of consumers preferring it as their navigation app. More significantly, 86% of consumers use Google Maps to look up businesses, making it an essential touchpoint in the customer journey. The platform's integration with Google's search results means that businesses with optimized Google Business Profiles can appear in both traditional search results and the Local 3-Pack, significantly increasing their visibility for location-based queries.

Customer Engagement Patterns

The customer engagement patterns within Google Business Profile reveal important insights about consumer behaviour and business opportunities. Analysis of interaction data shows:

• 48% of interactions are website visits, indicating that customers want more detailed information about businesses before taking action

• 34% are direction requests, showing strong intent to visit physical locations

• 17% are phone calls, reflecting customers who prefer direct communication

These engagement patterns vary significantly by industry, creating opportunities for businesses to tailor their GBP strategies to their specific audience behaviours. For instance, businesses in industries where customers frequently request directions should prioritize accurate address information, updated hours, and clear location details. Companies that see high website visit rates should ensure their websites load quickly and mirror the information presented in their Google Business Profile.

The Impact of Profile Completeness

The impact of profile completeness on visibility and engagement is dramatic. Fully populated, verified Google Business Profiles generate:

• 4× more website visits

• 12% more calls

• 10% more direction requests

• 80% more visibility in search results

These statistics make profile optimization one of the highest-impact activities businesses can undertake. Yet many businesses still maintain incomplete or outdated profiles, missing out on significant opportunities for customer engagement and acquisition.

The Review Ecosystem

The review ecosystem within Google Business Profile has become increasingly important for both visibility and conversion. Google now hosts 81% of all online review volume, up from 79% in 2023, making it the dominant source of social proof across nearly every industry. The platform's late-2024 crackdown on fake reviews has further strengthened the connection between authentic feedback and search visibility, rewarding businesses that focus on genuine customer satisfaction.

The impact of reviews on business performance is quantifiable and significant. Research shows that one additional review drives approximately:

• 80 website visits

• 63 direction requests

• 16 phone calls

This multiplier effect means that businesses with consistent review generation strategies see compounding benefits over time, as each new review contributes to increased visibility and engagement across multiple customer actions.

Visual Content Strategy

Visual content within Google Business Profile has emerged as a critical differentiator. Verified profiles with 15+ photos per location consistently outperform competitors on engagement metrics like clicks, calls, and direction requests. Industries such as Beauty & Wellness and Home Services have recognized this opportunity, posting high volumes of visual content to build trust and showcase outcomes.

The platform now supports videos longer than 30 seconds (under 75 MB), with some auto-playing in the second image slot on mobile devices, creating new opportunities for businesses to differentiate themselves through dynamic content.

[1] Birdeye. (2025). "State of Google Business Profiles 2025." Birdeye Blog. https://birdeye.com/blog/state-of-google-business-profiles/

[2] WordStream. (2020). "How to Rank Higher on Google Maps: 10 Steps to Attract More Local Customers." https://www.wordstream.com/blog/ws/2020/07/02/how-to-rank-higher-on-google-maps

[3] Skillful Antics. (2025). "Why Directory Listings Are Essential for Local SEO in 2025." https://www.skillfulantics.com/why-directory-listings-are-essential-for-local-seo-in-2025/

[4] Search Engine Land. (2024). "Search Everywhere Optimization: 7 Platforms to Optimize for Beyond Google." https://searchengineland.com/search-everywhere-optimization-443738