Google is a Zero-Sum Game - If You Aren’t Getting High-Intent Traffic, Someone Else Is.
When people search on Google, they’re actively exploring the various businesses that could satisfy their demand for a specific product or service. How often are they finding your business? If you don’t know the answer, then you should probably check your keyword rankings.
Imagine someone is looking for a service you offer—maybe “best coffee near me” or “emergency plumber.” When they search, they’re not just browsing; they know what they want, and they are just deciding where to spend money next. This is where having both an optimised Google My Business (GMB) profile and strong website search engine optimisation (SEO) really matters.
These two factors dictate whether or not you’re showing up in front of the right people at the right time. Put very simply - when someone makes a high-intent search, are you the first website to show up, or are you not even on the first page?
A Practical Example
If you already understand the importance of search rankings, then this section is not for you. If you need some more convincing, let’s walk through the customer journey together, to help illustrate the significance of Google to your bottom line.
Imagine you’re looking for a product or service outside of your industry —maybe you need a dentist, a plumber, or are in a new suburb and just want a coffee and a feed. How would you search? What search terms would you type in? It shouldn’t be too hard to work come up with a google query, given you likely follow this customer journey all the time.
Got a specific term in mind? Now search it on Google. Look at which business profiles and websites showed up first. Consider how beneficial this pole position would be for these businesses: if they are showing first for these terms, they will get a whole lot more business than the dentists, plumbers, and baristas on page 3, which are as good as invisible.
GMB - More Than Just Reviews (Although They Are Really F*ing Important)
Your Google My Business (GMB) profile is crucial for local visibility—it’s the comprehensive listing that shows up to very high-intent customers. GMB isn’t just about collecting reviews (though those reviews are crucial); it’s a comprehensive local listing that dictates how your business appears in search results, particularly in map listings and “near me” searches. When someone in your area types in a search for something you offer, GMB helps ensure you’re one of the first businesses they see, making it easier for them to choose you.
GMB is essential for converting the highest intent users into tangible traffic: directions, phone calls, lead form submissions from local customers ready to make a decision. A solid business profile makes sure your business shows up at the critical final step in the customer journey.
SEO - The Overlooked Measure of a Website’s Worth
SEO (Search Engine Optimization) takes your business a step further. It ensures your website appears in search results when people are looking for information—whether or not they know your business. Unlike GMB, which primarily helps with location-based searches (like “cafe near me”), SEO helps your website show up in searches that reflect broader search intent. For example, someone searching for “best cafes for weekend brunch” isn’t necessarily looking for a specific cafe right now—they’re in research mode and browsing websites to make an informed decision.
Your website needs to be optimized for these types of searches to capture their attention. A user-friendly, beautifully designed website will certainly help hold a customer’s engagement, but it won’t do much if the website is not optimized to rank for the right keywords. Before you can hold someone’s engagement on your website, you need to make sure they find it in the first place.
SEO & GMB Optimisation - Reliable, Consistent Traffic To Your Business
The magic happens when these two work hand in hand. Your GMB profile tells Google your business type and location, while your website SEO explains what you offer and who might benefit from it. When both are optimised, Google is more likely to recommend your business when locals search for products and services like yours. This makes your business easy to find and accessible for people ready to spend.
Too many businesses are focusing on social media, or on empty websites with beautiful superficial design features. Of course you need a user-friendly website—something that makes people want to stay and browse when they click through. But here’s the catch: engagement on your website only helps if people can find you in the first place. By investing in both GMB and SEO, you’re setting up your business to get noticed and chosen by the customers who matter most.
Because if they can’t find you, they can’t pay you.