Google My Business vs. Local SEO: What Works Best?

In the ever-evolving world of online marketing, one question constantly pops up for small business owners: Should I focus more on Google My Business or invest in traditional local SEO? It’s a valid concern. After all, both strategies aim to improve visibility and attract local customers, but they do so in different ways.

If you’ve ever searched for a nearby coffee shop, plumber, or salon, chances are the top results you saw weren’t just websites—they were Google Business Profiles with star ratings, hours of operation, and even customer photos. That’s the power of Google My Business. But does it outshine traditional SEO methods like optimizing website content and building backlinks?

In this article, we’ll break down the benefits of Google My Business, compare it with traditional local SEO techniques, and help you decide where to focus your efforts to get the best return on investment.

Let’s dive in.

What Is Google My Business (GMB)?

Google My Business (now known as Google Business Profile) is a free tool from Google that allows businesses to manage their presence on Google Search and Maps. It’s designed to help local customers discover businesses near them.

Here’s what you can include on your GMB profile:

• Business name and address

• Operating hours

• Photos and videos

• Reviews and ratings

• Website link

• Services or products

Optimizing your Google My Business profile helps you appear in the Local Pack—the top 3 listings that show up under the map in a local search.

What Is Traditional Local SEO?

Traditional local SEO involves optimizing your website and online presence so that you appear in search results for local queries. This includes:

• On-page optimization (meta tags, headers, keyword use)

• Local backlinks and citations

• Mobile-friendly site design

• Schema markup for location

• Content targeted at local keywords

Unlike GMB, which is controlled within a Google interface, traditional local SEO is all about building authority and relevance on your website and across the web.

GMB vs. Local SEO: Head-to-Head Comparison

Let’s look at how these two strategies stack up across critical areas.

1. Visibility in Search Results

• Google My Business: Shows up in the Local Pack, often above organic results. Eye-catching and feature-rich.

• Traditional Local SEO: Appears in the organic listings below the map. More reliant on rankings and user behavior.

Winner: Google My Business for immediate visibility.

2. Click-Through Rates (CTR)

• GMB: Users see phone numbers, directions, and reviews right away, making it easy to click or call.

• Local SEO: Users must read the meta description and choose to click through to your site.

Winner: Google My Business for quick actions; Traditional SEO for more engaged traffic.

3. Control Over Content

• GMB: Limited to Google’s template. Can update hours, posts, and photos.

• Local SEO: Full control over your site’s design, messaging, and user journey.

Winner: Traditional Local SEO for content flexibility.

4. Trust & Credibility

• GMB: Heavily influenced by user reviews and ratings. A high star rating = instant credibility.

• Local SEO: Builds trust through content, authority, and brand consistency.

Winner: Tie. GMB wins for first impressions, but SEO builds long-term trust.

5. Lead Generation

• GMB: Ideal for generating phone calls, map clicks, and store visits.

• Local SEO: Better suited for lead capture forms, bookings, and long-term engagement.

Winner: Depends on your business type. GMB for service-based; SEO for e-commerce and content-heavy sites.

Why You Shouldn’t Choose One Over the Other

Here’s the kicker: Google My Business and traditional local SEO aren’t enemies—they’re allies.

Together, they form a local marketing powerhouse. While GMB boosts your chances of showing up in the Map Pack, traditional SEO ensures you’re found in organic searches and builds domain authority.

Real-Life Example:

Imagine you own a dental clinic. A customer searches “best dentist near me.”

• Your GMB listing appears in the Map Pack, complete with glowing reviews and office hours.

• Your website appears right below, offering detailed service pages, FAQs, and appointment booking.

Double the exposure. Double the trust.

Tips to Maximize Both Strategies

To get the best of both worlds, follow these pro tips:

Optimize Your Google Business Profile:

• Use relevant local keywords in your business description

• Upload high-quality photos

• Encourage and respond to customer reviews

• Keep your business hours and contact info up to date

• Use Google Posts to share updates, offers, and events

Improve Traditional Local SEO:

• Include location-specific keywords throughout your website

• Create dedicated service area pages

• List your business on local directories (Yelp, Bing Places, etc.)

• Get backlinks from local blogs or news outlets

• Make your website mobile-friendly and fast-loading

When to Focus More on One Over the Other

There are situations where you might lean more heavily on one approach:

Ultimately, the best strategy is to blend both to dominate local search.

Conclusion: Combine and Conquer

In the battle of Google My Business vs. Traditional Local SEO, there’s no true winner, because the real power lies in integration. GMB offers quick visibility and social proof, while traditional SEO delivers long-term growth and authority.

If you're serious about growing your business locally, don’t choose between them. Use both to their full potential and watch your leads, clicks, and customer base grow.

Which strategy has worked best for your business—GMB, traditional SEO, or both? Let us know in the comments!