Boosting Your MSP’s Google Business Listing

Most MSP owners are familiar with their own Google Business Profile – it’s the panel that appears when someone searches for your business name or looks for services nearby on Google or Google Maps.

In many cases, it functions as a front-line digital presence, answering key questions before a potential customer ever reaches your website.

Claiming the profile is a one-off administrative task. You verify ownership, complete the basic details, and move on. Most MSP-owners do it and then that is where their activity stops.

Don’t Stop There !

Research into local search behaviour shows that Google places value not just on accuracy, but on ongoing activity. Profiles that are current and regularly updated are treated as more reliable representations of real, operating businesses.

Simply completing every field is no longer enough. As Google Business Profiles have become universal, activity has become a key trust signal.

When a profile looks neglected – out-of-date hours, old photos, no recent updates (or ancient reviews), it introduces doubt at exactly the moment a customer is deciding whether to engage or move on.

How Updates Influence Real Decisions

Regular updates reduce what behavioural researchers describe as decision friction. Recent posts, accurate information, and fresh images quietly answer unspoken questions, such as

Is this business active? Is the information reliable? Is someone paying attention?

Fresh content can impress potential customers plus reassure them too. This matters because many users now complete actions—calls, direction requests, website clicks—directly from Google Business Profiles, without visiting a company’s website at all.

You Don’t Need to Create New Content

Keeping an MSP’s profile active does not require additional marketing work – especially for MKLINK members. That’s because if you have written a blog, shared something on LinkedIn, published a case study, or announced a change, you already have suitable material. Repurposing this content into a short Google update usually takes only a few minutes.

Consistency often matters more than creativity!

A Quiet but Measurable Advantage

A well-maintained Google Business Profile works quietly in the background. It signals activity to Google, reduces hesitation for customers, and increases the likelihood of engagement at the point of search.

This should be a basic routine that delivers disproportionate value for your MSP.

Getting regular reviews can (and should) also be part of this process and indeed you can have some valuable academic research about this if you like for your MSP business, there’s a whole procedure to get loads more referrals, reviews and business – just ask.

References & Research