For small businesses, visibility is everything. You might have the best product in town, but if local customers can’t find you when they search on Google, you’re losing opportunities every single day. That’s where Google Business Profile (GBP) comes in. This free tool from Google is designed to help businesses show up in local search results and connect with nearby customers.

Yet while most business owners know they should set up a profile, many don’t realize how much untapped potential it holds. They’ll add their hours and phone number, then never log in again—missing out on dozens of features that could boost visibility, improve rankings, and drive more calls, visits, and sales.

So, what are the most overlooked features of Google Business Profile? And how can small businesses take advantage of them to stand out in their community? In this article, we’ll cover ten underrated GBP features that many businesses ignore—but shouldn’t.

Google Posts: A Mini Social Media Feed Inside Your Profile

One of the least used yet most powerful features of GBP is Google Posts. These are short updates you can publish directly on your profile, much like posts on social media platforms.

Why posts matter

• They appear directly in your business knowledge panel when people search.
  
  
• Posts can promote events, highlight special offers, share announcements, or showcase products.
  
  
• They increase engagement by showing searchers that your business is active and up to date.
  
  

Best practices for posts

• Publish at least once a week so your profile looks fresh.
  
  
• Use high-quality photos to grab attention.
  
  
• Include clear calls to action (e.g., “Book now,” “Call today,” “Learn more”).
  
  

Most businesses skip this because they see GBP as a static listing. But in reality, it’s a dynamic marketing channel where posts can drive real conversions.

Q&A Section: Answer Before Your Customers Even Ask

Another overlooked feature is the Q&A section. Customers can post questions about your business, and you (or other users) can answer them.

Why it’s valuable

• You can proactively add FAQs by asking and answering your own questions.
  
  
• It reduces friction by giving customers answers right on your profile.
  
  
• It builds trust by showing transparency and responsiveness.
  
  

Examples of good Q&A usage

• A restaurant posting, “Do you offer gluten-free options?” and answering, “Yes, we have several gluten-free dishes.”
  
  
• A roofing company answering, “Do you provide free estimates?” with, “Yes, we offer free on-site estimates within 24 hours.”
  
  

Too often, businesses ignore this section and let customers (or worse, competitors) provide incomplete or inaccurate answers. Proactively managing your Q&A ensures your brand voice is consistent and helpful.

Messaging: Real-Time Customer Communication

Google Business Profile has a messaging feature that lets customers send you direct messages right from your listing. This is a huge opportunity, yet many businesses leave it disabled.

Why enable messaging?

• Customers increasingly prefer texting or messaging over calling.
  
  
• Quick responses can convert searchers into paying clients instantly.
  
  
• It makes your business feel approachable and customer-friendly.
  
  

How to use messaging effectively

• Assign someone to monitor messages daily.
  
  
• Set up auto-replies to acknowledge inquiries.
  
  
• Keep response times under 24 hours (ideally much faster).
  
  

By ignoring messaging, small businesses miss out on leads who would have contacted them if the process felt easier.

Products and Services Tabs: Show What You Really Offer

Many businesses only add basic details like their address and hours but skip over the products and services sections. This is a mistake.

Why it matters

• These sections allow you to list your offerings directly in Google Search and Maps.
  
  
• Customers can browse what you provide without ever leaving your profile.
  
  
• Adding products and services helps you rank for more relevant searches.
  
  

Example

• A cleaning company listing “Residential Cleaning,” “Move-In/Move-Out Cleaning,” and “Office Cleaning” as services.
  
  
• A boutique showcasing best-selling items in the Products tab with photos and prices.
  
  

If you want to capture searchers who are looking for exactly what you sell, filling out these sections is essential.

Attributes: Highlight Unique Qualities Customers Care About

GBP allows you to select attributes that describe your business in detail. These are often overlooked, but they make a big difference in customer decisions.

Examples of attributes

• “Women-owned” or “Black-owned”
  
  
• “Wheelchair accessible”
  
  
• “Free Wi-Fi”
  
  
• “Outdoor seating”
  
  
• “Family-friendly”
  
  

Why attributes matter

• They show up directly in your listing.
  
  
• They can differentiate you from competitors.
  
  
• Customers often filter searches based on these details.
  
  

Many small businesses leave this blank, not realizing that attributes are another way to connect with your target audience on a personal level.

Photos and Videos: The Visual First Impression

Every business knows they should upload a logo and a few photos, but far fewer take advantage of the full media capabilities of GBP.

Why visuals matter

• Profiles with lots of photos get significantly more clicks and calls.
  
  
• High-quality visuals build trust before someone ever visits your website.
  
  
• Videos offer an even more engaging way to showcase your space, products, or team.
  
  

Types of visuals to upload

• Interior and exterior shots
  
  
• Team photos
  
  
• Product close-ups
  
  
• Before-and-after transformations
  
  
• Short videos introducing services
  
  

Businesses that ignore visuals risk looking less credible or appealing compared to competitors who actively update theirs.

Google Reviews and Review Responses: More Than Just Stars

Everyone knows reviews are important, but many businesses don’t maximize their review strategy. It’s not just about collecting reviews—it’s about engaging with them.

Best practices

• Respond to every review, positive or negative.
  
  
• Use responses to highlight specific services or values.
  
  
• Ask satisfied customers to leave reviews regularly.
  
  

Why responses matter

• Google sees responsiveness as a ranking signal.
  
  
• Customers see it as a sign of professionalism.
  
  
• It creates fresh content on your profile.
  
  

Ignoring reviews or leaving them unanswered signals neglect, while thoughtful responses can turn casual browsers into loyal customers.

Insights: Turning Data into Action

One of the most overlooked areas in GBP is the Insights tab, which provides analytics about how customers interact with your listing.

Insights you can track

• How customers find you (direct vs. discovery searches)
  
  
• What actions they take (calls, direction requests, website clicks)
  
  
• Popular times customers view your listing
  
  

Why it’s valuable

• Shows you which parts of your profile are working.
  
  
• Helps guide marketing strategy based on actual customer behavior.
  
  
• Identifies gaps—for example, if few people click your website, your call-to-action may need work.
  
  

Most small businesses don’t even check Insights, but it’s one of the best ways to ensure you’re getting ROI from your profile.

Google Maps Integration: More Than Just Directions

Your GBP is tied to Google Maps, but many businesses underestimate how much this integration impacts customer decisions.

Why it matters

• Customers often use Maps to compare nearby businesses.
  
  
• High-quality profiles with strong reviews stand out on the map.
  
  
• Local SEO ranking factors directly influence your Maps visibility.
  
  

Tips for optimizing Maps presence

• Keep NAP info consistent across all directories.
  
  
• Regularly update categories and services.
  
  
• Encourage reviews that mention your city or neighborhood.
  
  

Small businesses that overlook Maps optimization miss out on the “near me” searches that drive foot traffic and calls.

Booking and Appointment Features: Streamline Customer Actions

Finally, one of the least-used features of GBP is the booking and appointment integration. Many industries—like salons, fitness studios, restaurants, and professional services—can connect booking software directly to their profile.

Benefits of enabling bookings

• Customers can schedule with one click.
  
  
• Reduces barriers between search and conversion.
  
  
• Increases convenience, which customers love.
  
  

Example

• A dentist integrating appointment scheduling.
  
  
• A restaurant enabling table reservations.
  
  

Businesses that don’t use this feature create unnecessary friction. Meanwhile, competitors who streamline the process are more likely to win the customer.

Final Thoughts

Google Business Profile is far more than just a digital phone book listing. It’s a powerful marketing tool with features that most small businesses barely touch. By taking advantage of overlooked features like posts, Q&A, messaging, attributes, and booking tools, you can:

• Stand out from competitors
  
  
• Provide a better customer experience
  
  
• Improve your chances of ranking higher in local search
  
  
• Turn more online searches into real-world customers
  
  

For small businesses, every detail counts. Your GBP is often the first impression people get of your business—so why not make it the best it can be? GetPhound can help small business owners optimize and manage their Google Business Profiles to ensure they stand out, attract more customers, and stay ahead of competitors.