Picture this: a local bakery in Austin struggling to attract foot traffic until they claimed and optimized their Google My Business (GMB) profile. Within weeks, walk-ins tripled, phone inquiries surged, and their map listing dominated local results. This isn’t an isolated story; it’s the everyday reality for thousands of small businesses using GMB. As we navigate into 2025, GMB remains a vital digital storefront, influencing customer behavior in increasingly granular ways. This article dives deep into the latest statistics that reveal just how pivotal GMB is for business visibility and engagement in the digital era.

Editor’s Choice

• Over 7.1 million businesses in the U.S. currently use Google My Business in 2025 to manage their local presence.
• GMB listings drive an average 37% increase in local search visibility compared to unclaimed listings.
• In 2025, 48% of searches with local intent now lead to a GMB interaction within 24 hours.
• Businesses that include photos in their GMB profile see 45% more requests for directions and 31% more clicks to their website.
• The average GMB listing is viewed 1,260 times monthly, with 56% of those views coming from discovery searches.
• 72% of U.S. consumers say they are more likely to visit a business with a fully completed GMB profile.
• Google My Business contributes to over 19% of total local SEO ranking factors as of 2025.

Key Actions Taken by Customers on Google Business Profile

• Website visits are the most common action, with 48% of users clicking through to a business’s site.
• Direction requests account for 29%, showing a strong intent to visit physical locations.
• Calls to business make up 21% of interactions, indicating direct interest in real-time communication.
• Other interactions (such as viewing photos or reading reviews) are minimal, comprising only 2% of total actions.

Total Number of Google My Business Listings

• As of early 2025, Google My Business hosts over 215 million listings globally.
• The United States accounts for approximately 18% of all listings, totaling around 39 million.
• Year-over-year growth in GMB listings stands at +6.4%.
• In 2025, new business registrations on GMB are averaging 28,000 per day globally.
• Retail, food service, and healthcare continue to dominate listing volumes, contributing over 45% of global entries.
• Duplicate listings decreased by 12% in 2025, thanks to algorithmic improvements in GMB’s backend validation systems.
• GMB API usage by third-party platforms grew 21%, indicating a stronger developer ecosystem around the service.
• Over 82% of listings now include business hours.
• Verified listings reached a record high of 79%, indicating businesses are taking ownership more proactively.

Impact of Google My Business on Local SEO

• In 2025, GMB contributes to 19.2% of local search ranking factors.
• Businesses with keyword-rich GMB descriptions saw a 31% improvement in their local pack visibility.
• Profiles with regular post updates appear 2.8 times more frequently in the top 3 map results.
• GMB listings with over 50 reviews and a 4.5+ average rating had a 57% higher chance of ranking in the top local search results.
• Local businesses with GMB-linked websites observed a 23% uplift in organic traffic.
• Embedded Google Maps with active GMB listings increase dwell time on websites by 11 seconds on average.
• Listings optimized for voice search keywords saw a 19% uptick in call-to-action interactions.
• Businesses using the GMB messaging feature experienced a 33% higher engagement rate compared to those who don’t.
• Multi-location businesses maintaining consistent NAP (name, address, phone number) across listings saw a 28% SEO boost in local rankings.

Google Search Intent Distribution

• Informational searches dominate Google activity, making up 52.7% of all queries.
• Navigational intent comes second, accounting for 32.2%, where users seek specific websites or brands.
• Commercial searches (like product comparisons or reviews) form 14.5% of total search intent.
• Transactional intent, where users are ready to buy, makes up only 0.7%, the smallest segment.

Mobile vs Desktop Access Trends for Google My Business

• In 2025, 71% of GMB interactions originate from mobile devices, reinforcing the shift toward mobile-first behavior.
• Desktop usage accounts for just 22% of interactions, while 7% comes from tablets and other devices.
• Mobile users are 2.4 times more likely to click the call button directly from a GMB profile.
• GMB listings viewed on mobile have a 34% higher conversion rate for local actions compared to desktop views.
• Map pack clicks from mobile searches have increased by 18% year-over-year, now representing a dominant traffic source.
• Businesses with mobile-optimized websites linked to their GMB profiles see a 26% longer user session on average.
• Google reports that voice-assisted searches now account for 14% of mobile GMB accesses.
• GMB insights show that mobile users interact with photos and reviews 60% more than desktop users.
• Real-time direction requests via mobile increased 29% compared to the previous year.
• Mobile-first industries like restaurants and beauty salons receive over 80% of their GMB traffic from smartphones.

User Engagement Metrics (Clicks, Calls, Directions)

• In 2025, the average GMB listing receives 81 monthly actions, including calls, clicks, and direction requests.
• Of these, 38% are direction requests, 35% are website visits, and 27% are phone calls.
• Listings with call-to-action (CTA) buttons show a 42% higher engagement rate than those without.
• Businesses that respond to reviews promptly have 17% more click-throughs to their website from GMB.
• GMB insights reveal that listings with recent posts receive 21% more user interactions than inactive ones.
• Profiles featuring FAQ sections see a 13% boost in user engagement.
• Businesses that regularly upload photos experience 34% more engagement actions per month.
• Listings with messaging enabled have an average conversation rate of 12 per month.
• Seasonal businesses experience spikes of up to 70% in interaction rates during peak seasons (e.g., summer for tourism).
• Engagement is highest on Saturdays and Wednesdays, according to 2025 weekday trend reports.

Verified Google Business Profile Rates by Industry

• Property Management leads with 83% of businesses having a verified Google Business Profile.
• The Hospitality industry follows closely at 81%, highlighting a strong online presence in customer-facing services.
• Healthcare and Retail industries show high verification rates at 75% and 73%, respectively.
• Technology companies maintain a solid 70% verification rate.
• Consumer Goods and Beauty & Wellness are both strongly represented, with 69% and 65% verified profiles.
• The Finance sector also shows 65% verification, signaling growing digital engagement.
• The recreation and Legal industries have moderate rates at 58% and 57%, respectively.
• Both Automotive and Home Services industries trail behind, each with only 45% of businesses verified.

Customer Review and Ratings Trends

• In 2025, the average GMB rating across all industries is 4.3 stars, unchanged from the previous year.
• Businesses with 100+ reviews generate 82% more user actions than those with fewer than 10.
• Consumers trust GMB reviews almost as much as personal recommendations, and 84% report high trust in verified reviews.
• Negative reviews responded to within 24 hours are 33% more likely to be revised or updated positively.
• Listings with consistent review velocity (1+ per week) rank 25% higher in local searches.
• Photo reviews on GMB receive double the visibility of text-only reviews.
• Automated review solicitation via email or text results in a 21% increase in total reviews over six months.
• Businesses with a 4.8+ rating experience a 52% boost in direction requests compared to those below 4.0.
• Review content with keywords aligned to services offered contributes to higher search visibility.
• The hospitality and food sectors average the highest review volume, with over 220 reviews per listing in 2025.

Influence of Photos and Posts on Listing Performance

• Listings with more than 100 photos receive 520% more calls, 2,700% more direction requests, and 1,000% more website clicks.
• Businesses posting weekly see a 26% increase in local impressions.
• Posts featuring promotions or time-sensitive deals receive 33% more clicks than standard updates.
• High-resolution photos lead to 38% higher engagement, especially for industries like food and retail.
• GMB carousel posts introduced in 2024 have shown a 17% better retention rate in user attention span.
• Listings with customer-submitted photos have 4.6 times more trust signals and 27% better conversions.
• Geo-tagged photos correlate with a 16% improvement in Google Maps positioning.
• Seasonal photo updates (e.g., holiday decor) increase listing views by 19% during peak times.
• Listings with professional-grade images outperform DIY uploads in click-throughs by 41%.
• Businesses that publish stories or mini-updates within GMB posts retain 6% more repeat traffic monthly.

Most Important Performance Metrics for Businesses

• Return on Investment (ROI) is the top priority, with 60% rating it as very important.
• Sales/Revenue closely follows at 57%, showing a strong focus on financial outcomes.
• Conversion rate is deemed very important by 53% of businesses.
• Cost per lead ranks next, with 43% saying it’s a very important metric.
• Website traffic is very important to 41%, tying with cost per lead in perceived value.
• Calls are considered very important by 39%, showing moderate interest in direct customer contact.
• Foot traffic is the least prioritized, with only 35% viewing it as very important, and 17% rating it as not at all important — the highest negative sentiment among all metrics.

Google My Business Optimization and Conversion Rates

• Fully optimized GMB profiles convert at a rate of 4.5%, compared to 1.8% for incomplete listings.
• Profiles with complete information (hours, services, links) convert 3.2 times more often.
• Adding products or services to a GMB listing boosts conversion rates by 28%.
• Conversion rates for businesses that reply to all reviews exceed 5.1% in 2025.
• Businesses using booking integrations (like Reserve with Google) report 19% higher total conversions.
• Consistent naming conventions across GMB and social profiles improve SEO outcomes by 21%.
• Listings updated monthly experience 32% better performance in both engagement and conversions.
• Listings with FAQs convert at a 2.6x rate compared to listings without.
• Adding localized content to GMB posts improves lead conversions by 17%.
• Multilingual GMB profiles convert 14% better in culturally diverse U.S. metro areas.

Average Response Time to Customer Reviews

• In 2025, the average business response time to GMB reviews is 19 hours.
• Businesses that respond within 6 hours receive 38% more engagement on their profile.
• Listings with a median response time under 24 hours have a 22% higher conversion rate.
• 91% of consumers are more likely to do business with a brand that replies to all reviews, positive or negative.
• Response automation tools have shortened response times by 27% year-over-year.
• Businesses in the hospitality and health sectors show the fastest response times, averaging 11 hours.
• Reviews responded to with personalized messages generate 2.3x more positive user sentiment in follow-up reviews.
• Ignoring negative reviews leads to a drop in engagement by 12% on average.
• Local service providers who reply consistently enjoy a 16% higher listing retention rate on Maps.
• Businesses using review management tools see a 21% increase in customer return visits.

Top Goals Achieved Through Content Marketing by B2B Marketers

• 84% of B2B marketers say content marketing helps create brand awareness, making it the most common goal achieved.
• 76% have successfully used content to generate demand and leads, underlining its role in the sales pipeline.
• 58% report that it contributes to generating sales and revenue directly.
• 50% use content marketing to build loyalty with existing clients or customers.
• 40% have grown a subscribed audience, turning casual visitors into ongoing followers.
• Only 10% of marketers cite reduction in customer support costs as a key benefit, showing it’s a lesser focus area.

Integration with Google Maps and Search Performance

• In 2025, GMB listings account for 47% of clicks on Google Maps-based search results.
• GMB listings now appear in over 91% of local intent searches.
• Listings with a Google Maps embed on their website experience a 15% boost in local SEO rankings.
• Location tags tied to GMB improve visibility in “near me” queries by 34%.
• Listings optimized with local keywords appear 2.1 times more often in Google Maps auto-suggestions.
• Businesses with integrated Google Maps reviews enjoy 19% higher trust scores in consumer perception surveys.
• The average time between a Maps view and store visit is 4.5 hours, indicating fast user action cycles.
• GMB contributes to over 35% of Google Search click-throughs in the retail and dining sectors.
• GMB’s integration with Maps contributes to a 27% rise in physical store visits within 48 hours.
• New AI-driven Maps features highlight “popular times” and “live wait” data, increasing click-ins by 23%.

Adoption of GMB Features (Messaging, Booking, Q&A)

• In 2025, 32% of GMB listings have activated the messaging feature.
• Listings with messaging enabled see 29% more direct customer interactions.
• Booking integrations (e.g., through Reserve with Google) increased by 18%, especially in the beauty and wellness sector.
• The Q&A section is actively used in 41% of listings, with automated answers being adopted by 12% of businesses.
• Businesses using messaging services report a 42% increase in customer satisfaction ratings.
• Booking-enabled listings have a conversion rate of 6.3%, compared to 3.9% without booking options.
• Listings that keep Q&A sections updated weekly experience a 17% engagement uplift.
• Professional services and healthcare sectors lead in the adoption of Q&A, with 61% listing integration.
• Listings using auto-responses for FAQs see a 10% time reduction in customer service load.

Key Factors Influencing Business Decisions

• Profile Photos are the most important factor, influencing decisions for 24 respondents.
• Google Reviews play a key role, cited by 21 respondents as important.
• SERP Position (search engine ranking) matters for 20 respondents, impacting visibility.
• Price Estimates influence decisions for 18 respondents, showing the value of transparent pricing.
• Reviews from Other Sites were important to 15 respondents, reflecting the need for third-party credibility.
• Proximity mattered the least, with just 10 respondents considering it a key factor.

Regional and Global Usage Distribution

• The United States leads GMB adoption with over 39 million listings, followed by India and Brazil.
• In 2025, North America represents 26% of global GMB activity, while Asia-Pacific contributes 34%.
• India alone saw a 12% YoY growth in new GMB profiles, fueled by MSME digital initiatives.
• European businesses average 3.4 GMB interactions per user per month, slightly higher than the global mean.
• Latin American GMB engagement grew by 22%, driven by mobile-first users and local service markets.
• Urban centers like Los Angeles, Chicago, and New York recorded the highest GMB usage density per square mile.
• Canadian businesses show the highest verification rate at 83% among English-speaking countries.
• Rural areas globally saw a 9% increase in GMB usage, highlighting growing digital penetration.
• Businesses in metro areas update their listings 2.5 times more frequently than their rural counterparts.

Recent Developments in Google My Business Platform

• GMB transitioned into Google Business Profile Manager, offering a unified interface across platforms.
• 2025 updates include AI-driven post suggestions and automated seasonal campaign templates.
• Google now offers analytics-powered insights for peak times, customer behavior, and photo engagement.
• Enhanced integration with YouTube Shorts allows businesses to display video testimonials directly in listings.
• The new multilingual management dashboard supports content localization in over 25 languages.
• Google launched a beta for AI-assisted review summaries, now rolled out to 60% of profiles.
• GMB profile health scores were introduced, helping users benchmark their listing completeness and performance.
• Google now auto-populates missing business hours based on consumer usage and foot traffic patterns.
• A new collaboration with Shopify allows real-time product sync from store catalogs into GMB profiles.
• Integration with Google Ads Smart Campaigns now automatically pulls GMB data for ad targeting and optimization.

Conclusion

Google My Business has matured into far more than a local directory; it’s a powerful platform shaping how consumers discover, trust, and choose businesses. From driving foot traffic via Maps to fostering instant engagement through messaging and reviews, GMB continues to evolve with the needs of both users and enterprises. As we advance through 2025, businesses that treat GMB as a living digital storefront, consistently updated, visually rich, and customer-responsive, will lead the pack in local search visibility and conversion performance.

Sources

• https://www.statista.com/topics/1001/google/
• https://www.nav.com/blog/google-business-profile-for-small-business-2269192/
• https://www.shopify.com/blog/how-to-promote-your-business
• https://www.zdnet.com/article/googles-ai-overviews-will-decimate-your-business-heres-what-you-need-to-do/
• https://www.onthemap.com/blog/how-to-optimize-google-my-business/
• https://w3-lab.com/google-business-profile-2025-key-updates/

ABOUT AUTHOR

by Barry Elad