Methodological Proposal for the Use of Google Business Profile as a Digital Marketing Tool for the Local Positioning of SMEs in Colombia

This article presents a comprehensive methodology for the implementation of Google Business Profile as a strategic digital marketing tool specifically designed to strengthen the local positioning of small and medium-sized enterprises (SMEs) in Colombia. The study examines the current landscape of digital marketing and highlights the critical relevance of visibility in local searches for business success. In this context, it delves into the strategic role played by Google Business Profile as a free and accessible platform for Colombian SMEs. The proposed methodology is structured into five fundamental phases: initial diagnosis of the current digital presence, strategic configuration of the business profile, continuous optimization based on best practices, effective integration with complementary digital marketing tools, and systematic evaluation of results through key performance indicators. The findings demonstrate that the structured implementation and sustained maintenance of Google Business Profile lead to significant improvements in local visibility, strengthen online business reputation, and constitute a determining factor for the sustainable growth of SMEs within the Colombian digital ecosystem.