Module 1: Google Business Profile — Why It Matters More Than Ever for Vets in 2025

If you’ve ever searched “vet near me” or “emergency animal hospital open now,” then you already know the power of Google Business Profile (GBP) — even if you didn’t realise that’s what you were looking at.

In 2025, GBP isn’t just a nice-to-have tool; it’s one of the most important online assets your practice owns. It helps people find you, trust you, and take action — all without them ever needing to visit your website.

This module will show you exactly why GBP is still king when it comes to local visibility, especially for veterinary clinics in Australia, and why it matters more than ever in the age of AI-driven search.

The Modern Vet Client Journey

Let’s walk through a quick story.

Emma’s golden retriever, Buddy, starts limping one Sunday afternoon. She pulls out her phone and Googles “emergency vet near me.”

She doesn’t scroll past the first screen. She checks:

• Which clinics are open now
• Who has good reviews
• What photos look clean, modern, and inviting
• Who offers weekend consultations

All of that information comes from Google Business Profiles.

She clicks on a clinic with great reviews, updated photos of the team and treatment rooms, and clear opening hours. Within minutes, she’s on the phone booking an appointment.

That’s the power of your GBP. It’s often the first (and only) impression you get to make.

Your Digital Front Door

Think of your Google Business Profile as your clinic’s digital front door — one that’s open 24/7.

In just a few seconds, potential clients can:

• See your star rating and how many people have reviewed you
• Browse photos of your clinic, staff, and happy pets
• Check whether you’re open now
• Find your phone number and directions
• Click to visit your website or book an appointment

It all happens without them having to click around or dig for details. That instant access is what today’s pet owners expect.

Would you be happy if your Google Business Profile was the only thing someone saw before deciding to contact you? If not, don’t worry — that’s what this course is here to fix.

GBP vs. Your Website — Which Is More Important?

You might be wondering: “But we already have a great website. Isn’t that enough?”

The short answer is: they work together — but more people will see your GBP than your website, especially on mobile.

Let’s compare:

Feature	Google Business Profile	Website
Instant directions	✅	❌
Reviews	✅	❌
Mobile-first experience	✅	❓ (varies)
AI Overviews source	✅	✅
Booking link	✅	✅

GBP dominates mobile search, where most local vet searches happen.

Your website is still important — for in-depth info, blog content, or pricing details — but it’s your GBP that usually makes the first connection.

Why It Matters in 2025: The Rise of AI Search

Google is no longer just a search engine. It’s now an answer engine.

With the rollout of AI Overviews (formerly known as Search Generative Experience), Google now shows summarised answers at the top of search results, especially for local queries.

These answers are pulled from:

• Google Business Profiles
• Review content
• FAQ sections on websites
• Structured data

If your GBP is incomplete or inactive, Google won’t feature you. But if your profile is detailed, accurate, and frequently updated — you increase your chances of showing up inside those AI answers.

This is what’s known as a zero-click search — when people get what they need without clicking through to a website.

Even voice searches (like asking a smart speaker “Where’s the best vet near me?”) rely heavily on Google Business data.

Key Elements AI Looks For:

• Clear, accurate business information
• Service listings and descriptions
• Positive, consistent reviews
• Helpful Q&As or FAQs
• Fresh content like posts and photos

So yes, SEO isn’t dead — but it has shifted.

If you want your practice to be featured in AI-powered results, you need to start thinking of your Google Business Profile as your primary visibility tool.

What a Great GBP Can Do for Your Clinic

A well-optimised Google Business Profile can:

• ✅ Put you at the top of local search results
• ✅ Increase calls and bookings
• ✅ Build trust before someone ever calls
• ✅ Highlight your specialty services
• ✅ Attract the kinds of clients you actually want
• ✅ Show up in AI Overviews and voice search
• ✅ Give you analytics and insights into how people find you

All without paying for ads.

Common Misconceptions Vets Have About GBP

Let’s clear up a few things we often hear from clinic owners:

❌ "We’ve been around for years — we don’t need this."
Yes, you do. Newer clinics with sharp profiles are outranking legacy businesses simply because they’re active online.

❌ "We claimed our profile years ago, so we’re fine."
A claimed profile isn’t an optimised one. Google rewards fresh, active profiles.

❌ "It’s just a directory listing, not a marketing tool."
Not true. It’s your most powerful free marketing tool, especially for local visibility.

Wrap-Up and What’s Next

If you take away one thing from this module, it should be this:

Your Google Business Profile is often the first and most important impression your clinic makes.

And in the era of AI search, it's more valuable than ever.

In the next module, we’re going to look under the hood of your current profile and walk through a complete audit. You’ll learn exactly what to fix, add, or update to lay the foundation for long-term visibility and growth.

📃 Mini Homework:

Before the next lesson, take a moment to Google your own practice.

Look at your profile as if you were a new customer. Ask yourself:

• Do the photos build trust?
• Are the hours accurate?
• Is there enough information about services?
• Would you call this clinic?

Take a screenshot of your listing and keep it handy. We’ll use it in Module 2 as we go through the full optimisation checklist.