Local SEO
Difference From SEO and Google Business Profile: Which is Better?
Danny Leibrandt
Monday, March 10, 2025
If you’re a local business owner trying to increase your visibility online, you’ve likely come across two concepts: SEO (Search Engine Optimization) and Google Business Profile (formerly Google My Business). Both are critical for getting found on Google—but they’re not the same thing. In fact, you can think of SEO as an umbrella term for ranking on various search engines and platforms, while Google Business Profile is like a specialized listing that’s particularly useful for local businesses.
Below, I’ll break down the key differences between the two and explain why each one matters.
1. SEO: An Umbrella Term for Ranking on Search Engines
When most people say “SEO,” they’re usually referring to optimizing a website to rank higher on Google. But SEO is broader than that:
You can optimize a YouTube video (YouTube SEO).
You can optimize a TikTok video (TikTok SEO).
You can even optimize a podcast on platforms like Spotify.
In other words, SEO is about making any piece of content more visible on a specific search engine or platform. However, in the context of local businesses and marketing, we often focus on website SEO—that is, building out pages on a platform like WordPress and optimizing them with keywords, metadata, and backlinks.
Website SEO Complexity
Infinite Capabilities: You can customize everything from your site’s structure to its on-page content.
Broad Audience: Website SEO can attract visitors from all over the world—or just locally, depending on your strategy.
Competitive Landscape: It can be tough to outrank big players if you’re a small business, especially for broad keywords.
Why This Matters: If you want full control and the potential to rank for a wide range of searches, a well-optimized website is essential. But it requires consistent effort—like content creation, technical optimization, and link-building—to see results.
2. Google Business Profile: A Local-Focused Platform
Google Business Profile (GBP) is a separate platform that Google owns. Think of it like Yelp or other online directories, but with one huge advantage: it shows up directly in Google Search and Maps.
Key GBP Features
Local Proximity: If someone is near your business and searches for your service, GBP makes you more likely to appear in the local pack.
Review System: This is where Google Reviews live. Collecting lots of positive reviews is a massive trust signal that can boost local rankings.
Limited Editing: You don’t have the same level of control as a website, but you can add photos, update your business info, and make posts.
Why This Matters: For smaller, local businesses, Google Business Profile can level the playing field. Even if you can’t outrank a national chain in organic website SEO, you can still show up in local searches thanks to proximity-based ranking signals.
3. Website vs. Google Business Profile: Which One Comes First?
It’s not a matter of picking one over the other; ideally, you’ll have both a well-optimized website and an active Google Business Profile. But if you’re just getting started:
Google Business Profile is easier to manage on your own. You fill out your info, gather reviews, and add photos—it’s straightforward.
Website SEO requires more technical skill or hiring someone who understands hosting, design, and optimization.
My Recommendation:
Set up your Google Business Profile right away—it’s relatively quick, and you’ll start showing up in local searches.
Simultaneously, hire someone to build and manage a professional website that you can optimize for more competitive keywords and broader reach.
4. Why SEO Is Still Essential
Even with a robust Google Business Profile, you shouldn’t ignore your website. Here’s why:
Comprehensive Online Presence: Your website can host longer-form content, service pages, and a blog that you simply can’t fit into GBP.
Authority & Branding: A professional site adds credibility. People still want to click through to a site that looks polished and aligns with your brand.
Scalability: As your business grows, you can expand your site with new pages, add e-commerce functionalities, or integrate booking systems—all of which are harder to do in GBP.
Pro Tip: Consider your site as the “home base” for your online marketing, and your Google Business Profile as a powerful satellite that drives local leads.
5. How Local Businesses Benefit from Both
Pest Control Companies: That’s my specialty. Clients of mine often see a significant increase in local leads once they fully optimize both their site and their Google Business Profile.
Home Services: Plumbers, electricians, landscapers—the same logic applies. Proximity matters, but so does content marketing and broader SEO.
Key Takeaway: Use GBP to capture local walk-ins and immediate leads, and use website SEO to expand your digital footprint and rank for more nuanced queries like “termite prevention tips” or “DIY rodent removal.”
6. Watch Out for These Mistakes
GBP Neglect
Even if you focus heavily on your website, never ignore your Google Business Profile. Keeping it updated with fresh photos, posts, and correct info helps you stay relevant in local searches.
Ignoring Reviews
One of GBP’s biggest benefits is collecting reviews. If you’re not soliciting (and responding to) reviews, you’re missing out on a major trust factor.
Overcomplicating Website SEO
While customizing your site is powerful, don’t get bogged down in minor details. Focus on solid content, fast page speeds, mobile responsiveness, and relevant keywords.
Final Thoughts
SEO is a broad term that covers a range of optimization practices—whether you’re ranking a website, a YouTube video, or even a TikTok. Google Business Profile, on the other hand, is a localized platform that’s perfect for small businesses wanting to show up in local results and gather reviews.
For best results, use both:
Google Business Profile for local visibility and reviews.
Website SEO for broader reach, brand authority, and more complex ranking opportunities.
Remember: While you can do some GBP optimizations yourself (like filling out info, posting updates, and collecting reviews), your website might need the touch of a professional. The complexity of site-building and SEO is typically worth delegating to someone who specializes in it—so you can focus on running your business.
If you're still confused on what is the difference between local and organic SEO, click here.
