For businesses targeting local customers—whether you’re a café in Cape Town, a clinic in Dubai, or an agency in New York, your Google Business Profile (GBP) is more than just a digital listing. It’s a foundational part of your brand's online presence and a critical local SEO asset.
A verified and optimised GBP increases your visibility in Google Search and Google Maps, enhances brand credibility, and directly impacts website traffic and customer engagement. Despite its importance, many businesses either never claim their profiles or lose access due to internal oversight or staff changes.
What Is a Google Business Profile?
A Google Business Profile is a free tool provided by Google that allows businesses to manage how they appear across Google’s products, especially local search results.
Your GBP includes:
- Business name, address, and contact info
- Service areas and opening hours
- Customer reviews and responses
- Photos, logos, and videos
- Links to your website and booking platforms
- Business updates, posts, and offers
In terms of local SEO, an optimised GBP is one of the strongest ranking signals. When customers search for services like “web design in Dubai” or “marketing company in Johannesburg,” businesses with well-maintained profiles are more likely to appear in Google’s coveted Map Pack—a high-conversion zone.
Why You Might Not Have Access to Your GBP
It’s surprisingly common for business owners to discover they have no access to their Google listing. This can happen due to several reasons:
- The profile was created by a previous employee or agency
- The email associated with the listing is no longer in use
- Login credentials have been lost or forgotten
- The business was automatically added by Google using public data
When this occurs, the profile may be live, but you can’t edit key information like contact details, hours, or even respond to customer reviews. In some cases, competitors or third parties can suggest edits that go live without your approval—putting your brand reputation at risk.
The Hidden Risks of an Unclaimed GBP
Failing to manage your Google Business Profile has real-world consequences for your business performance. Here are the key risks:
- Lost Credibility: Inconsistent or incorrect information leads to customer confusion—and lost sales.
- Missed Reviews and Customer Feedback: You lose the opportunity to engage with customers, resolve complaints, or thank loyal fans.
- Decreased Visibility in Local Search: You may be invisible in “near me” searches, which are often high-intent and lead to purchases.
- Reduced Website Traffic: Google listings are a primary gateway to your website. If your GBP isn’t optimised, your traffic suffers.
- Lack of Brand Control: Unmanaged profiles can be marked as closed, outdated, or edited by the public—damaging your reputation.
The Solution: Reclaiming or Claiming Your Profile
Fortunately, Google allows business owners to reclaim or claim access to their GBP. The process is manageable but requires some verification steps. If another user manages the profile, you can request ownership. Google will notify the current owner and wait for a response within seven days.
If there's no reply, Google will allow you to prove your connection to the business via:
- A domain-based business email
- Phone verification
- Signage or business license photos
- Utility bills or business registration docs
Once verified, you gain full access to the profile and can immediately start making updates.
Your Google Profile Is a Strategic Asset
At Prospace, we don’t treat Google Business Profiles as simple checkboxes. We integrate them into your full digital marketing strategy, aligning them with your website SEO, social media, and paid media efforts.
To truly benefit from GBP, we recommend:
- Adding weekly posts with news, offers, and promotions
- Uploading high-quality visuals and branded photos
- Keeping service areas, hours, and categories accurate
- Using keywords naturally in your business description
- Responding promptly to reviews—both positive and negative
This consistency not only improves your rankings but builds trust, credibility, and conversion potential.
In today’s digital-first world, potential customers often encounter your Google Business Profile before your website. If you’re not managing that first impression, you’re missing a massive opportunity to win new business.
If you’ve lost access to your GBP—or never claimed it—now is the time to act. Prospace helps businesses across South Africa and Dubai regain control, optimise their profiles, and grow their visibility in local search.
Need help claiming your profile?
Email us at info@prospacedigital.com / hello@prospacemedia.co.za or book a free Digital Health.