Week One: The Humble Google Business Profile
Every business owner recognises the importance of appearing in Google searches – it's probably one of the most common reasons clients contact me: "Do I need to do Google Ads?", "How can I fill my sales pipeline?", "How can I get more bookings?" It all starts with being visible in digital searches.
Earlier in the year, a customer in New Zealand made the first purchase of its kind: they conducted a Google search for a product, AI generated a set of recommendations, the customer chose one and bought it – all without ever visiting the vendor's website (it's called zero-click commerce). They never saw the beautifully designed home page, or the video of the product being used. Using AI, Google did all the legwork 😲
More recently, Google announced its next innovation: agentic booking.
Imagine you're a beauty therapist using Timely (or another online booking system) so customers can book an appointment through your website. Agentic booking lets potential customers search Google for a beautician who does facials under $120, is based in Kerikeri, has good reviews, and is open on a Saturday – then takes it one step further and lets them make the booking, right there. No visit to the vendor website required.
While agentic booking isn't yet available in New Zealand (and is currently limited to a few shopping categories), it shows the direction and speed at which marketing technology is moving. Worth noting: a 2023 ReviewTrackers study found that 67% of consumers prefer self-service (think online booking) over speaking to a person.
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Over the next few weeks, I'm going to give you some bite-sized practical marketing tools and tips specifically for small New Zealand business owners to help you find and keep customers. You don't need any marketing or AI experience, and you don't need a massive marketing budget. You just need to start 👇
Introducing the humble Google Business Profile (GBP)
This is your free business listing that shows up when someone searches for you on Google or looks you up on Google Maps.
Think of it as your shopfront window on the internet. It's the box that pops up on the right-hand side of a Google search with your business name, opening hours, address, phone number, website link, photos, and reviews.
It's what lets someone search "accountant Kerikeri" or "plumber near me" and find you straight away, without even clicking through to your website. They can see if you're open right now, tap to call you, get directions, or read what other customers have said about you.
It's completely free to set up and claim, and it's one of the most important things a small business can do online. And it's not just customers who rely on it – AI agents doing the searching on their behalf look for the same information.
Who should have a GBP?
Pretty much any business with a physical presence or a local service area should have one — it's hard to think of an exception. That covers:
Shops and premises – cafes, retailers, salons, gyms — anywhere a customer physically comes to you
Trades and home services – plumbers, electricians, builders, landscapers — especially handy for "near me" searches
Professional services – accountants, lawyers, consultants, real estate agents
Healthcare and wellbeing – GPs, dentists, physios, vets, aged care facilities
Hospitality and tourism – restaurants, accommodation, tour operators
Mobile or service-area businesses without a public-facing shopfront – you can hide your exact address and just show the areas you cover
The one group who might skip it is a purely online business with no local customer base at all, like an e-commerce store shipping nationwide with no walk-ins or service area.
For everyone else, it's worth doing even if you think "people just find me through referrals" — because more and more people are Googling a business by name just to check its hours, read reviews, or get directions before they ever call, even when they already know about you.
How to set up, check or claim your GBP
I've put together an easy-peasy, 15-minute downloadable guide on how to set up your GBP – no jargon, no tech talk.
How to get your GBP pumping
Your GBP is like a mini marketing platform in its own right – it's more than a static listing. Here are some of the ways you can use it, all for free:
Build trust and credibility
Collect and respond to reviews (responding matters as much as the star rating — it shows you're active and care)
Add photos regularly (businesses with photos get more clicks and direction requests than those without)
Keep your info accurate — hours, address, phone, website — since inconsistent details hurt your ranking (remember those public holidays!)
Drive direct action
Add a booking button if you use an integrated system like Timely
Set up messaging so customers can message you directly from the listing
Add call tracking to see how many enquiries come from Google specifically
Publish content, for free
Google Posts – short updates, offers, or events that show up right on your profile, a bit like a mini social media feed
Highlight products or services with photos, descriptions and prices
Add special offers or seasonal promotions
Understand your customers
Use Insights to see how people found you (direct search vs. discovery), what they searched to find you, and whether they called, visited your website, or asked for directions
See which photos perform best
Own your local search real estate
Add relevant categories and attributes (e.g. "wheelchair accessible," "women-owned") so you show up for the right searches
Answer Q&A proactively — you can seed your own frequently asked questions
Geo-target through your service area settings if you don't have a public storefront
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That's this week's bite-sized tip sorted. Keep an eye out for the next one, or subscribe to A Bit More and I'll pop it straight in your inbox 📥
