Your Google Business Profile Might Be Your Most Valuable Digital Asset

Why organisations across regional Australia should pay more attention to how they show up on Google.

Why Many Organisations Overlook Their Google Business Profile

Here’s something we see all the time across organisations in Albury-Wodonga, Wagga, and throughout the border region.

They have a Google Business Profile. Someone set it up years ago. It technically exists. And that’s where the attention stops. Meanwhile, people in your community are searching for services right now.

• A parent looking for disability support in Wagga.
• A referrer checking employment services in Albury.
• A local resident trying to find health services nearby.

Then Google gives them an answer. But the real question is this: Does that answer include your organisation? And if it does, does your profile make you look like the trusted provider you really are?

For many regional organisations, the answer is no. And the data shows this is more than just a marketing issue. It’s something leaders should be paying attention to.

How Are People Actually Finding Your Google Business Profile?

Many marketing teams assume their Google Business Profile is mostly viewed by people who already know them. But the data tells a very different story.

84% of profile views come from discovery searches. That means people searched for a service or category, not your organisation’s name.

Only 16% of views come from people who searched for your organisation directly. In other words, most people who land on your profile have never heard of you before.

Your Google profile becomes their first impression. Unfortunately, for many organisations, that first impression is a profile with:

• Old photos
• Incomplete information
• Outdated opening hours

The average business appears in over 1,000 Google searches every month. Profiles that are complete and well-maintained appear in far more of those searches. Incomplete ones often barely show up at all.

For organisations doing meaningful work in regional communities, that gap between what you actually do and what people see on Google is a real problem.

Why Simply Being “On Google” Isn’t Enough

Having a profile isn’t the same as being visible. And visibility matters a lot.

What Is the Google Map Pack and Why Does It Matter?

When someone searches for a service nearby, Google often shows a map with three businesses at the top of the results. This is called the Map Pack, and most clicks happen here.

The numbers are quite striking.

• Position 1 receives about 44% of clicks
• Position 2 receives about 17%
• Position 3 receives about 10%

Every result below those top three shares less than 30% combined. Page two of Google receives less than 1% of total search traffic.

So if your organisation isn’t appearing in those top local results, it’s very difficult for new people to find you. For regional organisations trying to reach participants, clients, or community members, where you appear on Google makes a huge difference.

What Factors Help Your Organisation Rank Higher on Google?

Research from the Moz Local Search Ranking Factors report shows the biggest influences on local rankings. The most important factors include:

• Google Business Profile signals (categories, completeness, keywords) – 32%
• Reviews (number of reviews, how recent they are, responses) – 16%
• Website information (consistent contact details and local service pages) – 16%
• Links from other websites – 11%
• User behaviour (clicks, calls, direction requests) – 8%
• Online directory listings – 7%

When you combine Google Business Profile information and reviews, they account for nearly half of your local ranking.

The good news is these are also the easiest things to improve. They don’t require a large marketing budget. They simply require attention.

What Happens When Your Google Profile is Complete?

The difference between a complete and incomplete profile is significant. Businesses with fully completed profiles are:

• 2.7 times more likely to be seen as reputable
• 70% more likely to attract visits
• More likely to receive website clicks and direction requests

Profiles that include photos receive:

• 42% more requests for directions
• 35% more clicks to their website

But here’s the surprising part: Only 44% of Australian businesses have claimed their Google Business Profile. And less than one in three of those profiles are fully completed.

In regional areas, the numbers are even lower. That creates a real opportunity. If your organisation takes the time to properly complete and maintain its profile, you’re already ahead of many competitors.

How Photos Can Dramatically Improve Your Visibility

This statistic surprises a lot of people. Businesses with 100 or more photos on their Google profile receive:

• 520% more phone calls
• 2,717% more requests for directions

Even businesses with just a few photos see meaningful improvements.

So why does this happen?

Photos show Google that your organisation is active and real. They also help potential clients picture what it’s like to work with you. For service organisations, this means sharing:

• photos of your team
• your facilities or offices
• events and community activities
• the work you do every day

Most regional organisations we review have fewer than ten photos, many of which are years old. Updating photos regularly is one of the quickest ways to improve visibility.

Why Reviews are One of the Strongest Trust Signals Online

For organisations providing services in their communities, Google reviews are about more than feedback. They’re a major trust signal.

Why Reviews are One of the Strongest Trust Signals Online

The research is clear:

• 98% of people read online reviews when researching local businesses
• 87% used Google reviews in 2024 to evaluate organisations
• 79% trust reviews as much as personal recommendations

Reviews are often read by:

• potential clients
• referrers
• community partners
• even funding organisations

People are looking for reassurance before making a decision.

Why Responding to Reviews Matters More Than Most Businesses Realise

Almost everyone who reads your reviews also reads your responses. In fact, 97% of people read how businesses respond to reviews.

Yet only 25% of businesses respond regularly. That means 63% of reviews go unanswered.

For organisations built on trust and relationships, this is a missed opportunity. A thoughtful response shows professionalism, accountability, and genuine care. And it signals to Google that your profile is active.

Do Negative Reviews Actually Hurt Your Reputation?

Interestingly, not always. Research shows:

• 68% of people are suspicious of businesses with only 5-star reviews
• The most trusted rating is actually between 4.2 and 4.5 stars

People expect some negative feedback. What matters most is how you respond to it. A respectful, thoughtful reply can actually build more trust than a long list of positive reviews.

For organisations in health, disability, education, and community services, this matters even more because people want to see how you handle difficult situations.

Why Many Google Searches Now End Without Clicking a Website

Search behaviour is changing quickly. Today, more than 60% of Google searches end without a click to a website. Google often answers the question directly on the results page.

This is especially common with AI Overviews, where Google pulls information from multiple sources. These sources include:

• your Google Business Profile
• your website
• your reviews
• information about your organisation across the web

This means your entire digital presence now shapes how Google presents your organisation.

How AI Search Tools Use Your Online Information

AI tools like ChatGPT are increasingly being used to research services. These tools rely on publicly available information across the internet. If your online presence is clear, complete, and consistent, your organisation is far more likely to be mentioned.

If it isn’t, another organisation may appear instead. Recent studies show 70% of AI Overview citations come from sources outside the traditional top search results.

This makes your overall digital footprint more important than ever.

Why Regional Organisations Have a Unique Opportunity

Recent Australian research highlights a major gap:

• 81% of Australians searched for a local business in the past month
• Only 44% of businesses have claimed their Google Business Profile
• Only 28% have a clear digital strategy

Regional businesses are also 40% less likely to maintain an active profile than metropolitan businesses. But that gap also creates an opportunity.

Regional organisations aren’t competing against the whole internet. They’re competing against a small number of local providers. Many of whom have not invested in their online presence. That makes this a very winnable space.

How Quickly Should Businesses Respond to Reviews?

Consumers increasingly expect quick responses. Research shows:

• 53% expect a reply within 7 days
• 33% expect a response within 3 days
• 20% expect negative reviews to be answered within 24 hours

Responding quickly shows people that your organisation is listening. It also signals to Google that your profile is active, which can improve visibility.

What Successful Regional Organisations Are Doing Differently

The organisations gaining visibility in regional areas are not doing anything overly complex. They simply have a strong foundation in place.

Their Google Business Profile is:

• fully completed
• accurate
• updated regularly

Their website clearly explains:

• what they do
• who they help
• where they operate

They actively manage and respond to reviews. And their information is consistent across Google, directories, social media, and their website. When this foundation is strong, every other marketing activity works better.

A Simple Exercise You Can Try This Week

Search your organisation’s name on Google. Then search for the main service you provide along with your region.

Finally, search the way someone new to the area might search, using only a description of the service. The results can be revealing.

Then, ask yourself:

• Do you appear in the top results?
• Is your profile complete and current?
• Do your details match across Google and your website?
• Are reviews being responded to?

Most organisations find at least one area that needs attention.

Want Your Organisation to Be the Obvious Choice in Your Region?

If becoming easier to find and easier to trust is part of your strategy for 2025, this is a conversation worth having. At Digital Marketer Bee, we help regional organisations across Albury Wodonga and Wagga show up online the way they deserve to.

We focus on helping organisations:

• get found
• build trust
• and become the obvious choice in their region.

If you’d like a clear view of what’s helping your visibility and what’s holding it back, reach out to our team for a quick review of your Google Business Profile and local search presence. The hive is buzzing when local organisations get the visibility they deserve.