If you’ve ever Googled a café, a hairdresser, or a solicitor near you, the chances are the first thing you saw wasn’t their website. It was their Google Business Profile.
That little box on the right side of Google, with photos, reviews, opening hours, and a map? That’s it.
The simple answer is YES; in 2026 it’s absolutely still worth your time.
In fact, it’s one of the most powerful free tools for small businesses.
Why? Because it’s often the first impression someone gets of your business. It shows up before your website, social media, or even your name in some cases, especially in local or mobile searches.
Let’s say someone searches “plumber near me” or “best beauty therapist in Nottingham” Google shows a shortlist of local businesses with maps, star ratings, and contact info. If your profile is claimed and optimised, you’ve got a much better chance of being on that list.
But just having a profile isn’t enough anymore. If you haven’t touched yours in a while, or it still has your old hours from 2021, it’s not helping you.
Why Updating It Weekly Matters Now
In 2026, Google is using AI more than ever to decide which businesses to show in search results. That means it’s not just looking at what you say, it’s looking at how active and relevant you are.
Adding a new post, uploading fresh photos, or responding to a review shows Google (and your potential customers) that you’re active, open, and reliable.
Think of your Google Business Profile like a shop window, if it’s dusty and hasn’t changed in months, people (and search engines) will walk right past. But if you’re regularly updating it with fresh content, it signals that your business is alive and thriving.
Even one weekly post or update, something as simple as:
- A photo of your latest project
- A short tip or FAQ
- An update to your hours or services – can help keep you visible in Google’s AI-powered local listings.
Google’s algorithm now pulls from all this activity to decide who appears higher in the map listings, and more importantly, who feels trustworthy to users.
Reviews Still Rule (But So Does Response)
The reviews section remains one of the biggest drivers of trust and ranking. But Google also looks at whether you’re responding to them. A quick “Thanks so much!” or “Glad we could help” shows you care, and it bumps your profile’s engagement.
Bonus tip: AI tools are now summarising business profiles and reviews in Google’s search snippets so a few standout keywords or phrases from your reviews (like “responsive,” “family-run,” or “affordable”) could become part of your first impression.
So, Is It Worth It?
100%. If you put a bit of time into it – 15 minutes per week is all you need. Your Google Business Profile is like having a mini-website, local advert, and review platform all in one and you don’t need to be a tech expert to make it work for you.
✅ 5 Things to Do This Month:
- Google your business name – See what comes up. Is your profile up to date and eye-catching?
- Update your business info – Check your contact details, website link, business hours, and services.
- Add new photos – Upload 3–5 fresh photos of your work, space, or team to keep things current.
- Post something every week – A short update, offer, blog link, or client success story will keep your profile active.
- Ask for and reply to reviews – Send a quick message to 1–2 happy customers and take 30 seconds to respond to any recent reviews.
Open up the power of Google Business Profile for your business. We are working on our profile in the same way above and already seeing results.