Why Your Google Business Profile Is Your Most Underused Marketing Asset
For most independent practices, Google Business Profile (GBP) is set up once and then forgotten. A few photos from the opening day. A phone number. Maybe a description written by whoever happened to be at the desk that afternoon.
And then nothing.
That is a missed opportunity. Because GBP is often the very first thing a pet owner sees when they search for a vet. Not your website. Not your Instagram. A map listing with your hours, your photos, your reviews and - if you have done it right - your posts.
What GBP actually does for you
When someone types "vet near me" or "emergency vet [town name]", Google shows them a map pack. Three results, with photos, ratings and basic information. Getting into that map pack is one of the highest-leverage marketing moves an independent practice can make, and unlike paid ads, it does not cost a penny once the groundwork is done.
More than that, a well-maintained GBP drives calls, direction requests and website visits - all measurable, all trackable.
Five things worth doing this week
Update your opening hours. Including bank holidays, any changes to OOH cover and seasonal variations. Incorrect hours frustrate clients and damage trust before they have ever walked through your door.
Add proper photos. Not stock images. Real ones. Your team, your consult rooms, your waiting area, your patients (with owner permission). Listings with more photos generate more engagement. Aim for at least 20 photos and add new ones regularly.
Write a description that actually says something. Many GBP descriptions read like a generic brochure. Use yours to explain what you do, who you serve and what makes you different. If you are independent, say so clearly. The CMA data shows that matters to pet owners.
Start posting. GBP lets you publish short updates - seasonal health topics, new services, team news, offers. Most practices never use this feature. One post per month keeps your listing active and gives Google more signals about your relevance.
Respond to every review. Every single one. Positive reviews deserve a thank-you. Negative ones require a calm, professional response that shows you take feedback seriously. (More on how to do that well in the next post in this series.)
A note on the data
GBP gives you insight into how people are finding and interacting with your listing - calls made, direction requests, website clicks and photo views. Most practices never check it. Spend ten minutes a month reviewing it. If engagement is dropping, your listing needs attention. If it is strong, you know what is working.
The practices that treat GBP as a live marketing tool - not a one-time setup task - consistently outperform those that do not. And the basics cost you nothing but a small amount of time.
If you would like someone to take this off your plate entirely, get in touch. It is one of the first things we sort for every client.
