Google Business Profile, called Google My Business until 2021, is the free service Google provides to let companies, professionals and organizations manage their presence on the search engine’s platforms, especially on Google Search and Google Maps. Through this tool a business can create and manage a business listing, also called a business profile, where it enters information such as name, address, opening hours, phone number, website, business category and photos of the premises or products.
The business listing appears in search results when a user searches for the business name or a service category tied to a specific geographic area. For local businesses, managing this profile properly is an important part of a search engine ranking strategy, because it lets you capture searches with local intent and give users up-to-date information verified directly at the source.
Who can have it and who can’t
The listing is reserved for businesses that meet customers in person: a shop or an office open to the public, or a business that goes to customers’ homes (a service area, with the address hidden). A business that works only remotely, with no premises open to the public and no visits to customers, does not meet Google’s guidelines and must not create a listing: doing so with a fake address leads to suspension. In that case local work shifts to the website, location-specific pages and directory citations.
What the Google profile is for
Google Business Profile is a business profile management platform that lets a business owner claim ownership of their listing and edit its content. The service is free and requires a Google account to sign in. Once the verification process is complete, the business can publish updates, reply to customer reviews and monitor statistics on views and user interactions.
The business listing should not be confused with a website: it is an informational profile that Google shows on its own within its services. It can include action buttons such as calling, requesting directions or booking, depending on the business category and the features available in the area.
Why it matters for local SEO
Local ranking depends on several factors, including how relevant the profile is to the user’s query, the distance between the business and the place of the search, and the overall prominence of the business. A complete, up-to-date listing increases relevance and gives Google clear information about the services offered and the area served.
Factors that affect visibility
Elements that contribute to the listing’s visibility include the primary category chosen, consistency between name, address and phone number, and the presence of reviews. Image quality and complete data also help improve the user experience.
Relationship with reviews
Reviews are a significant part of the profile. They influence users’ decisions and, according to the general guidance Google provides, contribute to the overall assessment of the business. Replying to reviews, both positive and negative, is a recommended practice for keeping a dialogue with customers.
What you can do with the profile
The business profile offers several features that let you manage your online presence in a structured way. These include publishing posts, managing questions and answers, adding products and services, and the option to add attributes that describe specific characteristics of the business, such as accessibility for people with disabilities or free Wi-Fi.
Some business categories can also use dedicated tools, such as direct messaging or appointment booking. The availability of these features varies by type of business and by the country where it operates.
The profile and other tools
The profile does not replace the website: it is a listing that Google shows within its services, while the website remains the place to present the business in full. Social profiles and local directories also contribute to your online presence, but each serves a different purpose.
How to look after the business listing
Setting up the profile correctly requires attention to a few key steps. Below are the most common actions recommended to improve the quality of the listing.
- Claim ownership of the listing and complete the verification process Google requires.
- Enter the business name in its official form, without adding irrelevant keywords.
- Fill in address, phone number and website accurately, keeping the data consistent across all platforms.
- Choose the most suitable primary category and, if needed, add relevant secondary categories.
- Enter up-to-date opening hours, including any changes for holidays or seasonal periods.
- Upload quality photos showing the outside, the inside and the products or services offered.
- Publish regular updates and reply to users’ questions and reviews.
- Monitor the profile statistics to check how views and interactions are trending.
Frequently asked questions about Google Business Profile
What is the difference between Google My Business and Google Business Profile?
They are the same service: Google My Business is the name used until 2021, today it is called Google Business Profile and is managed directly from Search and Maps.
Can you have a listing without premises open to the public?
Only if the business meets customers in person, for example with on-site visits: in that case you set a service area and hide the address. A business that works only remotely is not eligible.
Do reviews affect visibility?
Google lists the number and rating of reviews among the prominence elements in local search. It does not state a precise weight, but reviews still guide the choice of whoever reads them, and replying is good practice.
How often should the information be updated?
Whenever hours, services or contact details change, with a periodic check: users can suggest edits and some information can be updated by Google automatically.
Does the profile replace the website?
No. It is free and immediate, but the website remains the place to present services and content, and the two presences complement each other.
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Google Business Profile Local businesses Google Maps Google Maps ranking Local search marketing services