Remember when finding a local business meant flipping through the Yellow Pages or asking a mate for a recommendation? Sadly, those days are long gone!
Fast forward to today and customers are simply whipping out their phones and searching for “near me” – and they’re doing it in droves.
According to Google’s research, mobile searches combining “where to buy” and “near me” have shot up by over 200% in just two years. And other similar searches – like “on sale near me” and “store open near me” – have surged by 250%.
It’s not a fluke. This is a fundamental shift in how people find, choose and interact with local businesses.
So what’s driving this trend? And more importantly, how can your business take advantage?
Immediacy is everything
Today’s customers don’t just want something – they want it now, nearby and preferably with parking.
Google calls this the “immediacy over loyalty” mindset. Shoppers will often choose the most convenient option over the brand they’ve used for years.
They’re not just browsing either. These searches have strong commercial intent. When someone searches “florist near me”, they’re not looking for flower facts – they’re looking to buy. The decision is usually made in minutes, and the business that’s most visible online wins.
That’s why your Google Business Profile has never been more important. It isn’t just a listing — it’s your secret weapon for dominating local search.
Your Google Business Profile = Your local shopfront
When customers do a local search, the results they see are heavily influenced by how complete, active and accurate your Google Business Profile is. This is the listing that appears on the right-hand side of Google or in the Maps pack, showing your location, opening hours, reviews, photos and more.
If your profile is empty, outdated or inconsistent? You’re invisible.
Ask yourself – would you really want to go to this gym?
If this profile was optimised – with correct info, a few nice pics, and glowing reviews – you’d be more likely to give it a shot
And the profile would be far more likely to show up in those all-important “near me” results.
And that means more clicks and more customers.
Local SEO isn’t just a bonus – It’s essential
The days of relying solely on traditional SEO to bring in traffic are long gone. Local SEO has become its own beast – and your Google Business Profile is the backbone of it.
64% of people use Google Business Profiles to find contact details. Businesses that optimise their profile can get 100+ calls per month from their listing alone.
Here’s what you should be doing right now:
- Claim and verify your profile if you haven’t already.
- Use your actual business name, no keyword stuffing (Google hates that).
- Keep opening hours up to date, especially on holidays.
- Add photos that show off your premises, products or team.
- Collect reviews and respond to them – yes, even the grumpy ones.
- Use posts and updates to share news, offers or events.
💡 Here’s a pro tip you’ll love!
Want a quick visibility boost? Update your business hours strategically. Google prioritises businesses that are open during a user’s search. By opening earlier, staying open later or being open on days your competitors are closed, you can outrank them in the Local Pack – even without changing anything else.
These simple actions help your profile become more active and trustworthy in Google’s eyes, which means more visibility when customers search locally.
