Google My Business is the most underrated marketing tool your brand probably isn't utilising

If you have a physical location or serve local clients, this one's for you.

Google My Business is free. It takes less than an hour to set up properly. And it is one of the highest-converting touchpoints your brand has, because the people finding you there are already looking for exactly what you offer.

Here's how it actually works. When someone searches for a product or service near them, Google surfaces a local pack, typically three businesses shown above the organic results. The brands that appear there aren't necessarily the biggest or most established. They're the ones with complete, active, well-reviewed profiles that Google trusts.

What "complete and active" actually means: a fully filled out profile with your correct category, services, opening hours, and location. Regular Google posts, yes, you can publish content directly to your profile. Photos updated consistently, because Google rewards freshness. A steady stream of genuine reviews, because star rating and review volume are ranking signals. And questions answered promptly, because that activity signals to Google that you're a credible, responsive business.

The brands ignoring this are losing local search visibility to competitors who might be smaller, newer, and less capable, but more present on the platform.

It's not glamorous. But very few things convert as efficiently as someone who's already searched for what you do, found you first, and seen 47 people say you're brilliant.

Set it up. Keep it active. It will do more for your local pipeline than you think