When local businesses think about improving their online presence, there are many options available: optimizing a Google Business Profile, building location pages, creating citations, earning reviews, and more.
To understand what people value most, I recently conducted a LinkedIn poll asking a simple question:
“If you could improve only one for local business marketing, which would you choose?”
The results were clear:
📊 85 Votes
Google Business Profile – 87%
Website Location Pages – 7%
Citations & Directories – 6%
Not Sure – 0%
Google Business Profile won by a huge margin. But why?
Why Google Business Profile Received 87% of the Votes
1. It’s Where Customers Find Local Businesses First
When someone searches for:
Laptop Repair Near Me
Dentist in Chennai
Beauty Salon Near Me
Restaurant Near Me
The first thing they often see is the Google Map Pack and Google Business Profiles.
For many local searches, users don’t even visit a website immediately. They call, request directions, or read reviews directly from the profile.
2. It Directly Impacts Customer Actions
A well-optimized Google Business Profile can generate:
✅ Phone Calls
✅ Direction Requests
✅ Website Visits
✅ Messages
✅ Booking Requests
Unlike many marketing channels, GBP allows customers to take action instantly.
3. It’s Free Marketing
Google Business Profile is one of the few marketing assets that businesses can use without paying for advertising.
A properly optimized profile can appear in local search results and Google Maps without any ad spend.
For small businesses with limited marketing budgets, this makes GBP extremely valuable.
4. Reviews Build Trust Quickly
Before contacting a business, most customers check reviews.
A profile with:
Positive reviews
Recent reviews
Professional responses
Updated photos
creates trust immediately.
Many businesses lose potential customers simply because competitors have stronger review profiles.
5. Google Maps Continues to Influence Buying Decisions
Whether customers are looking for:
Restaurants
Clinics
Laptop Repair Services
Real Estate Agents
Beauty Salons
Google Maps often influences their final decision.
Businesses that actively maintain their profiles usually gain an advantage over competitors who ignore them.
Does This Mean Location Pages Are Not Important?
Not at all.
Location pages remain a critical part of local SEO.
They help businesses:
Target multiple service areas
Rank organically in search results
Provide detailed service information
Support Google Business Profile rankings
However, many people likely voted for GBP because it often delivers visible results faster.
What About Citations and Directories in Local SEO?
Citations still matter.
Consistent business information across directories helps strengthen local trust signals and supports overall local SEO efforts.
But citations alone rarely generate the same level of customer interaction as an optimized Google Business Profile.
The Real Answer: You Need All Three
The poll asked people to choose only one option.
In reality, successful local SEO usually combines:
Google Business Profile Optimization
Reviews
Photos
Posts
Accurate business information
Website Location Pages
Service area targeting
Local content
Conversion-focused design
Citations & Directories
Consistent NAP information
Local authority signals
Business verification
Together, these create a stronger local presence.
Key Takeaway
The poll result tells us something important:
Local businesses and marketers still see Google Business Profile as the most impactful local marketing asset.
If your profile is incomplete, outdated, or rarely updated, you’re likely missing opportunities to generate calls, direction requests, and new customers.
Location pages and citations remain important, but for many businesses, Google Business Profile is still the foundation of local visibility.
What Would You Choose?
If you could improve only one aspect of local marketing today, would you choose:
Google Business Profile?
Location Pages?
Citations & Directories?
Let me know your thoughts. I’d love to hear your perspective in the comments
See you in the next Blog….