Google Business Profile in 2026 — why it is a priority for local businesses

There is a category of digital marketing that delivers disproportionate value relative to the time invested, and which remains underused by Serbian businesses: Google Business Profile. It is free, directly affects local ranking, and converts better than almost any paid channel for service businesses.

The map pack — the three local businesses appearing at the top of Google results with the map — is the most prominent position in local search. A GBP with complete data, active photos, and regular reviews enters the map pack for relevant queries. It is not guaranteed, but it is a prerequisite — without a complete profile, there is no chance.

Reviews are simultaneously a ranking signal and a trust signal. What matters: number of reviews, average rating, and — this is often skipped — the business owner's responses. Google pays attention to whether the owner engages with feedback, especially negative reviews. A short, personalised response to a negative review performs better than no response to positive ones.

GBP Posts — short updates appearing directly in the knowledge panel — are used by fewer than 20% of Serbian businesses. A weekly post with specific information (new service, work example, link to a blog post) signals profile activity to Google. Six to eight words in the headline, a clear photo, a concrete CTA.

The Q&A section on GBP is a two-edged sword. Users can post questions that go unanswered. Proactively add your own questions and answers for common queries ('Do you work on Saturdays?', 'What is your delivery time?') — it saves time and provides the answer before anyone even asks.

For service businesses operating locally, the combination of a clean GBP profile and a well-optimised city-specific service page is the fastest route to organic traffic that converts. See our SEO services or book a call.