You aren’t the first to question whether Google Business Profile is worth the effort. Like all social media efforts, deciding to update and post to GBF requires time and a strategy.

Can your company achieve specific business objectives by updating your profile? If so, then you may as well do the work. But if not, you’ll want to weigh the pros and cons to decide whether it’s worth your while.

Some of the potential benefits of keeping an up-to-date GBF profile include:

Boosting your SEO efforts – Google likes fresh content, and since GBF is part of its platform, updating your profile can bump your website. In addition, Google emphasizes shares on trusted media, and they trust theirs more than others. Since you have to verify your Google Business Profile listing with a postcard, the search company can remain confident that your company is legitimate.

Generating leads – If potential customers search for businesses like yours on Google, having a GBF profile makes you substantially more likely to appear in search results. And since your profile includes your contact information, it makes it easy for leads to get in touch with you.

Building trust and credibility – An accurate and complete GBF profile helps show customers that you’re a legitimate business. The more pertinent information you include, the more likely people will trust you.

Of course, there are also some potential downsides to consider:

It takes time – Like all social media, maintaining a GBF profile requires time. You’ll need to regularly update your profile and monitor it for new reviews or messages.

It’s not right for every business – If you’re targeting a local audience, then GBF can be a top way to connect with potential customers. But if your target market is nationwide or even global, then GBF might not be the best use of your time.

So, is Google Business Profile worth it? It depends on your overall business goals and objectives. If you think GBF can help you achieve those goals, it’s probably worth the effort. But if not, then you may focus your time and energy elsewhere.

What do you think? Is Google Business Profile worth the effort? Share your thoughts in the comments below.