When business owners talk about marketing, the conversation usually turns to social media, ads, or content creation.
Very few start with Google.
That is surprising, because Google is often the first place customers go when they are ready to act. Not to browse. Not to be entertained. To make a decision.
This came up repeatedly during my conversation with Eric Hersey on The Beyond Impact Podcast. While many businesses chase attention, Eric focuses on intent. And nowhere is intent clearer than on Google.
Google Is Where Decisions Are Made
Social platforms are great for awareness. Google is where people go when they are looking for a solution.
Think about how you search.
You do not open Google to scroll. You open it to find something specific. A service. A location. A business you can trust.
That is why Google is not just another platform. It is the foundation of local visibility.
Eric explained that most local businesses either ignore Google entirely or treat it like a set-it-and-forget-it listing. Both are mistakes.
Understanding the Power of Google Business Profile
Your Google Business Profile is often the first impression someone has of your business. Before they visit your website. Before they call. Before they drive past your location.
It shows:
- Your business name and category
- Your location and service area
- Reviews and ratings
- Photos and updates
In many cases, it answers every question a potential customer has without them ever clicking another link.
That makes it one of the most powerful marketing tools available to local businesses. And it is free.
The Local Three-Pack Advantage
Eric and I talked about the local three-pack, which is the group of three businesses Google displays at the top of many local searches.
Being featured there means visibility before ads, before websites, and before social links.
What many businesses do not realize is that this placement is not reserved for the biggest spenders. It rewards relevance, proximity, and credibility.
Google wants to show the best local answer, not the loudest one.
Why Reviews Matter More Than Perfection
One of the most practical insights from this episode was about reviews.
Eric explained that businesses often obsess over having a perfect rating. In reality, that can work against them.
A 4.6 or 4.7 rating with consistent, authentic reviews often performs better than a perfect 5.0 with very few responses.
Why? Because it feels real.
Reviews act as modern word of mouth. They signal trust, consistency, and experience. Google pays attention to them, and so do customers.
The key is not avoiding negative feedback. It is responding to it professionally and transparently.
Consistency Builds Authority
Google rewards consistency.
Consistent business information. Consistent engagement. Consistent updates.
Eric emphasized that small actions compound over time. Posting updates. Adding photos. Responding to reviews. Making sure your information stays current.
None of this requires ad spend. It requires attention.
And attention is often the missing ingredient.
Why Most Businesses Miss This Opportunity
Many business owners overlook Google because it feels technical or intimidating. Others assume they need SEO expertise or constant optimization.
The truth is simpler.
Local success on Google comes from showing up consistently and serving real people with real information.
Eric shared that once businesses understand how powerful Google Business Profile is, it often becomes their strongest lead source.
Not because they game the system. Because they work with it.
Google Rewards Trust
At its core, Google is a trust engine.
It looks for businesses that:
- Are active and responsive
- Have consistent information
- Earn genuine reviews
- Serve their local area well
When those signals align, visibility follows.
Eric did not build dominance by chasing every platform. He focused on the one where intent and trust intersect.
That focus made everything else easier.
Hear the Full Conversation with Eric Hersey
Eric and I go deeper into Google, local visibility, and why so many businesses overlook the most powerful free marketing tool available to them.
If you want more leads without more spend, start where your customers already are. Google is not optional for local businesses. It is essential.
