Why having a Google Business Profile is important (and when it’s not recommended)
Google Business Profile (formerly Google My Business) is one of the most powerful — and underrated — tools to improve your business’s visibility on Google.
Free, easy to use, and incredibly effective at attracting local customers, it has become a standard for many businesses.
But there are also cases when it’s not the right choice.
In this article, we explain when it’s worth having one — and when it might be better to avoid or limit its use.
Benefits of having a Google Business Profile
1. Immediate local visibility
A well-configured profile helps you show up on Google Maps and in Google’s local search results.
It’s essential for attracting new customers in your area — people searching for things like “restaurant near me” or “yoga studio in Lugano.”
2. Reputation building
The profile includes a public review system.
Responding professionally and consistently builds customer trust and communicates transparency and reliability.
3. Full control of your information
You can manage directly:
- Business hours
- Contact details
- Address
- Website
- Photos
…and update everything in real time.
4. Free promotion opportunities
You can publish updates, offers, events, and news — like a mini business social network. Plus, you get access to detailed stats on views, clicks, calls, and direction requests.
When NOT to use Google Business Profile
Despite its many benefits, there are situations where it’s best to think carefully before activating it:
1. No physical location or local presence
Fully digital businesses — such as pure e-commerce or remote agencies without a public location — may create confusion for users on Google Maps.
2. Can’t or don’t want to manage public reviews
An unmanaged profile can become harmful:
- Negative reviews left unanswered
- Unanswered public questions
- Outdated or misleading updates
→ This damages brand perception.
3. Operating in regulated sectors
For example: aesthetic medicine, legal practices, psychology… In some countries or regions, there are legal restrictions on what can be published. Proceed carefully, with a defined editorial strategy.
4. Not ready to keep it updated
An abandoned profile with incorrect or missing information can hurt your business image more than help it.
When it’s always recommended
✔️ You have a physical location, even a small one
✔️ You offer services in a specific geographic area
✔️ You want to increase your local visibility
✔️ You want to appear on Google Maps
✔️ You have time (or a team) to manage reviews and updates
✔️ You have a strong reputation to show (or want to build one)
When to consider it carefully
🔸 You’re a freelancer operating solely online
🔸 You sell globally and don’t target local markets
🔸 You operate in heavily regulated sectors
🔸 Your brand is new and reputationally unstable
🔸 You don’t have time or people to maintain it long-term
Google Business Profile is a powerful and free tool, but it should be used strategically.
Having a profile just because “everyone else has one” isn’t enough — you need clarity on your goals and consistent management.
Our advice?
- If you have a local business, open and manage your profile: it’s one of the simplest and most valuable investments you can make.
- If you’re unsure, speak with a professional before activating it. A poorly managed profile can do more harm than good.
Not sure how to use Google Business Profile for your business?
The 226Lab team can help you define the right strategy and build a strong, consistent, and visible presence on Google.
👉 Contact us for a personalized consultation