Local SEO vs. GBP Optimisation: Which Drives More Foot Traffic for Aussie Businesses?

Last Updated on 2 October 2025 by Dorian Menard

• Local SEO is the long game. It builds your website’s authority through technical optimisation, local keywords, and backlinks, making it ideal for businesses targeting multiple suburbs or a wide service area.
• Google Business Profile (GBP) Optimisation is your fastest path to results. It focuses on making your Google listing as strong as possible with current details, photos, posts, and active review management. It’s perfect for single-location businesses that rely on direct customer visits.
• The Verdict: You need both. Start with GBP for immediate impact, then build a solid Local SEO foundation for sustainable, long-term growth.

Key Stats:

• According to a 2024 BrightLocal survey, 87% of consumers use Google to find information about local businesses.
• Research shows that 75% of people visit a store within 24 hours of a local search.
• An optimised GBP listing can attract up to 400% more traffic than a small business website on its own.

Quick Comparison:

For any Aussie business owner, the goal is simple: get more customers through the door. Combining both strategies is the most effective way to boost foot traffic and sales. Start with your Google Business Profile for quick wins, and then invest in a solid Local SEO strategy for lasting growth.

Local SEO and GBP Basics Explained

What is Local SEO?

Local SEO helps your business show up in search results for people in your specific geographic area. It involves targeting local audiences by optimising your website and building authority signals relevant to your location.

With nearly 9 out of 10 Australians turning to Google to find local products and services, it’s a non-negotiable part of modern business. In my work at Search Scope, I’ve seen firsthand how a targeted strategy makes all the difference.

Take the work Digital Spotlight did for Twomey Dispute Lawyers. They increased qualified traffic by 320% in two years. Another great example is Enthusiast.com.au, a Sydney car insurer that saw a 4,343% spike in organic traffic from their SEO efforts.

A strong local SEO plan has several key parts that work together.

What is GBP Optimisation?

Think of your Google Business Profile (GBP) as your digital shopfront. It’s often the very first impression a potential customer has of your business, appearing directly in Google Maps and the “Local Pack” search results.

Optimising it is about making that first impression count. For example, a Brisbane café I followed increased its foot traffic by 45% just by keeping its profile complete, adding high-quality photos, and managing customer reviews.

“Google My Business optimisation and ranking is one of the most important Ranking Factors in Google Local Search since Google is giving priority to user/customers experience… reviews in other words.” – Maxstandout

The proof is in the data. Google reports that searches containing “open now near me” have grown globally by over 400% year-over-year. This shows customers expect instant, accurate information.

Key optimisation steps include:

• Ensuring your business hours, address, and phone number are 100% accurate.
• Uploading clear, high-quality photos of your storefront, products, and team.
• Using Google Posts weekly to announce promotions, events, or new products.
• Responding to every single customer review, good or bad.
• Using the Q&A feature to proactively answer common customer questions.

This approach gives Google everything it needs to confidently recommend your business to local searchers.

Main Differences Between Both Methods

Local SEO and GBP Optimisation both aim to get more local customers, but they operate on different levels. Local SEO is a broad strategy focused on your website’s overall authority and relevance in a specific area.

GBP optimisation, on the other hand, is a highly focused tactic aimed at maximising your visibility within Google’s own properties, like Maps and the Local Pack.

Think of it like this: Local SEO is about building the best, most reputable shop in the neighbourhood. GBP Optimisation is about making sure your sign is the biggest and brightest on the street.

A Sydney plumbing company I know of doubled its call volume by integrating Google customer reviews directly onto its website. This is a perfect example of how the two strategies work together, with GBP providing the social proof (reviews) and Local SEO providing the platform (the website) to showcase it.

“By prioritising user experience in local searches, we’ve seen clients leapfrog competitors in terms of online visibility and engagement.” – ProfileTree’s Web Development Team

Foot Traffic Results: A Head-to-Head Comparison

Local SEO Results

Local SEO is the engine for long-term, sustainable foot traffic. According to industry research, 97% of Australians search online to find local businesses. More importantly, 76% of those people visit a business within 24 hours, and nearly a third of them make a purchase.

These aren’t just numbers; they represent real customers walking through your door.

The results can vary by industry, but the principle is the same. For instance, Advanced Skin & Cosmetic Tattoo in Melbourne used Local SEO to improve its average star rating from 4.2 to 4.9. This directly built client trust and led to a noticeable increase in bookings.

While Local SEO builds that foundational trust and visibility over time, you need to remember that Google Business Profile (GBP) optimisation delivers faster, more immediate results.

GBP Results

If you need to get the phone ringing this week, optimising your GBP is the place to start. A well-managed GBP listing attracts up to 400% more traffic than a standard small business website. Data shows over half of all business profiles get more than 1,000 views every month.

Visuals and information are everything on this platform.

A fantastic real-world example is Baird Real Estate in Newcastle. They implemented a system for automated review requests and saw a 340% increase in Google reviews.

This surge in positive social proof led directly to more office visits and client consultations.

Side-by-Side Comparison

Here’s a direct comparison of how Local SEO and GBP Optimisation drive results.

You get the best results when you combine them. Melbourne’s Aston Legal Group integrated both strategies and increased their overall online visibility by 60%.

These examples show how GBP provides the quick wins, while a strong Perth SEO strategy builds a lasting and dominant market presence.

Real Australian Business Examples

Melbourne Cafe: Local SEO Drives Bookings

Anh Anh Vietnamese Restaurant in Melbourne is a perfect case study for the power of Local SEO. They focused on a core strategy of using targeted local keywords like “Vietnamese food Richmond” and actively managing their online reviews.

The restaurant went from a quiet local spot to a consistently busy eatery.

Their efforts resulted in December 2023 being their busiest month on record. This success was directly tied to their improved visibility in Google’s local pack results, which drove a significant increase in customer walk-ins and table bookings.

Sydney Retailer: GBP Drives Engagement

While the Melbourne example shows the long-term benefit of SEO, a Sydney-based retailer illustrates how GBP features can create immediate customer action.

By focusing on their Google Business Profile, they turned a passive listing into an active sales tool.

For any Sydney business, maintaining accurate NAP (Name, Address, Phone) details is the foundation. Building on that with active GBP management creates a powerful presence in a competitive local market.

Key Lessons Learned

These real-world examples offer a clear roadmap for any local business. The main takeaways are straightforward and actionable.

• Consistency is non-negotiable. Your business details must be identical across all online platforms to build trust with search engines and customers.
• Engagement drives results. An active GBP with fresh photos, posts, and responses is far more appealing and effective at driving foot traffic.
• Reviews are your reputation. Actively managing your reviews is one of the most powerful things you can do to build credibility and foster customer loyalty.

Both case studies prove that a smart strategy combines both approaches. Local SEO builds the foundation for long-term visibility, while GBP optimisation delivers the quick wins that keep the cash register ringing.

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How to Pick Your Strategy

The best strategy for any local business is to combine Local SEO and GBP optimisation. However, knowing where to focus your initial energy and budget depends on your specific situation.

Here are the key factors to consider.

Decision Points

Use this table to decide where your focus should be right now.

When to Prioritise Local SEO

A deep focus on Local SEO is the right move in these situations.

• You serve multiple suburbs. Optimising your website with location-specific pages and keywords helps you attract customers from all the areas you service.
• You need to build a strong brand presence. Securing backlinks from local news sites or community groups establishes your business as a trusted local authority.
• You’re in a crowded market. With the growth of “near me” searches, having content that specifically addresses your local customers’ needs can set you apart.

When to Prioritise GBP

You should put your immediate energy into GBP if this sounds like your business.

• You’re a new business. Verified GBP listings are 2.7 times more likely to be considered reputable by customers. It’s the fastest way to build initial trust.
• Your business is highly visual. For cafes, retail stores, or salons, photos are critical. Listings with photos get 42% more requests for driving directions.
• You need results now. With 75% of local searchers visiting a store within 24 hours, GBP features like direct messaging, Google Posts, and reviews can drive foot traffic this week.

Local SEO vs Traditional SEO & Google My Business

How to Track Your Performance

Tracking your performance is essential to know what’s working. This section breaks down the key metrics and tools you need to monitor both your Local SEO and Google Business Profile efforts.

This data will help you turn online activity into real customers.

Local SEO Metrics

For your broader Local SEO efforts, you need to look at organic traffic, search rankings, and conversion rates. Data from Google Analytics shows that local and organic searches are responsible for nearly 70% of all website traffic.

Here’s what you should be tracking:

• Organic traffic from specific suburbs or cities. Are you reaching the right geographic areas?
• Rankings in the map pack and traditional organic results for your main keywords.
• Customer actions on your website, such as phone calls, contact form submissions, and clicks on your address for directions.
• Conversion rates for your location-specific landing pages. Are they turning visitors into leads?

These metrics give you a clear picture of your website’s performance in local search.

GBP Performance Data

Your Google Business Profile provides a wealth of data about direct customer interactions. On average, verified businesses get around 66 direction requests and 50 phone calls every month directly from their profile.

This data tells you exactly how customers are interacting with your business on Google.

The Best Tracking Tools

Use these tools to monitor and improve your performance effectively.

Google Analytics

• Set up geo-targeting to filter reports by specific cities or regions.
• Create conversion goals for calls, forms, and direction clicks to measure ROI.
• Use UTM parameters on your GBP website link to track traffic from your profile accurately.

Google Search Console

• Monitor your performance for local keywords.
• Analyse click-through rates from search results.
• See which pages are performing best for location-based queries.

GBP Insights

Track customer actions like calls, clicks, and direction requests directly within your Google Business Profile dashboard. This is your primary source for direct engagement data.

“Ignoring reviews results in a failure to serve and engage with your existing consumer base, win back customers who have left negative reviews, and benefit from the business intelligence gained when review sentiment is analysed.”

Specialised Tools

• Birdeye: A great tool for managing and analysing customer reviews across multiple platforms.
• Local Falcon: Lets you analyse your map pack rankings in a grid format. It is our go-to Geo Grid reporting tool!
• Citation Trackers: Tools like BrightLocal or Yext help ensure your NAP (Name, Address, Phone) details are consistent everywhere online.

With 98% of people using the internet to find local businesses, using these tools properly is the key to turning data into customers.

Which Strategy Drives More Foot Traffic?

Main Points Review

When comparing Local SEO vs Google Business Profile Optimisation, the answer isn’t about choosing one over the other. The most powerful approach for any Australian business is to combine them.

With 97% of Australians using online search to find local businesses and 76% visiting a store within 24 hours, a strong online presence is essential for driving foot traffic.

The data clearly shows that both strategies play a distinct but complementary role.

Your Next Steps

Based on everything we’ve covered, here is your action plan.

• For Quick Wins: Start with your Google Business Profile. Get it 100% complete and verified today. The success of Advanced Skin & Cosmetic Tattoo shows how quickly this can impact your business.
• For Long-Term Results: Build a comprehensive Local SEO plan. As Baird Real Estate demonstrated, combining a strong GBP with consistent SEO efforts is the key to dominating your local market.

“Most businesses are doing Google Posts all wrong. They treat their Google Business Profile like a social media profile, but it is NOT. GBP is the one platform that people visit with the intent to BUY, so lean into that.” – Darren Shaw, Founder of Whitespark

Your immediate priority should be to encourage customer reviews and update your GBP weekly with new posts or photos. Since 90% of all search traffic goes to results on the first page, integrating consistent Local SEO with active GBP management is the only way to maximise your visibility and drive more customers through your door.

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