Your Google Business Profile Is the Secret to Local SEO

Overview

On this solo episode of the Duct Tape Marketing Podcast, John Jantsch shares why it’s time for every business—especially local businesses—to rethink their approach to “rented land” platforms like Google Business Profile. John explains why Google no longer wants users to leave their ecosystem, how your Google Business Profile is now a powerful publishing platform (not just a listing), and exactly what you should be doing weekly to maximize visibility, trust, and conversions. If you want to win in the age of zero-click searches and AI overviews, this episode is packed with actionable, step-by-step guidance.

John Jantsch is a marketing consultant, speaker, and author of several best-selling books including Duct Tape Marketing. As the founder of Duct Tape Marketing, he helps small businesses master the newest tools and timeless fundamentals of marketing.

• Website: ducttapemarketing.com
• Podcast Archive: Duct Tape Marketing Podcast

• Google, LinkedIn, and Facebook want to keep users on their platforms—publishing directly on these “rented” platforms is now essential for visibility.
• Your Google Business Profile is more than a directory—it’s a mini-website inside Google and a critical source of structured, trustworthy content for AI and search.
• Treat your profile as a publishing platform: Regularly post updates, photos, offers, Q&As, and respond thoughtfully to reviews.
• Google evaluates profile freshness, activity, and consistency—profiles with ongoing updates, reviews, and complete information get more visibility.
• E-E-A-T (Experience, Expertise, Authority, Trust) applies: Show your work, answer questions, respond with substance, and ensure all info is consistent and transparent.
• Structured content and FAQs are key for AI overviews and answer engine optimization.
• Weekly and monthly routines: Post new content, update FAQs, add photos with captions, and request/respond to reviews.
• Audit your profile for gaps, create processes for regular updates, and monitor AI/Google search citations for ongoing optimization.

• 00:01 – Why Publishing on “Rented Land” Is Now a Must
  Google, LinkedIn, Facebook all want users to stay—your profile is now content.
• 02:16 – Google Business Profile: From Listing to Platform
  Why it’s critical for local businesses and how Google uses your content.
• 04:17 – E-E-A-T for Google Profiles
  How to show experience, expertise, authority, and trust on your profile.
• 07:35 – Review Responses as Authority Signals
  Why detailed, helpful replies (even to negative reviews) matter for search and AI.
• 09:58 – Structured Data, Consistency, and AI Overviews
  Matching info across all directories and your website for trust and visibility.
• 12:17 – What to Publish Weekly
  Repurposing content, seeding Q&As, and leveraging every profile section.
• 14:38 – Monthly Optimization Checklist
  Reviews, photos, FAQs, and review requests—plus the power of captions.
• 16:34 – Tracking AI Mentions and Local Search
  Why monitoring AI/ChatGPT traffic and local AI overviews is a new must-do.

“Your Google Business Profile is your mini-website inside Google—feed it like a publishing platform, not a directory.”

“Google and AI trust profiles with regular updates, structured data, and consistent info everywhere.”

“Visibility is about being present, trusted, and chosen—not just ranking for a keyword.”

“Answer engine optimization means seeding your FAQs and Q&As everywhere your customer is searching.”