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Google Business Profile

The Google Business Profile is a free business listing that allows you to display information such as your address, hours of operation, and reviews on Google.

What is the Google Business Profile?

With the Google Business Profile—formerly known as Google My Business—businesses can create a free listing that appears in Google Search and on Google Maps. Information such as hours of operation, address, and contact details can then be displayed directly in Google Search and on Google Maps, along with photos and reviews, when someone searches for a business or a local service.

Businesses can create and manage their Google Business Profile themselves, using it to add photos, respond to reviews, and publish posts. For many local businesses, this listing can be just as important—or even more visible—than their own website.

Where did the Google Business Profile originate?

Local search results gained importance starting in the 2010s, as mobile searches—people looking for businesses, services, or hours of operation while on the go—became more common and Google was able to incorporate the location of search queries. These features evolved into Google My Business in 2014, which was renamed Google Business Profile in 2021 and became more deeply integrated into Google Search and Google Maps.

Why is Google Business Profile important?

Many people who search locally make their decision directly from the profile. Calling, planning a route, or reading reviews is often enough to make an initial decision, even before visiting a website. A well-maintained and complete profile is therefore one of the most important tools for local businesses to increase their visibility in their area.

The goal of the business listing is to convince potential customers at the crucial moment of their search. Up-to-date hours of operation, appealing photos, and good reviews can make the difference between a call being placed or not. It’s a powerful tool that costs nothing except the effort to maintain it.

Advantages

  • The Google Business Profile is free.
  • It is one of the most effective channels for local visibility.
  • It provides prospective customers with all the key decision-making information at a glance.
  • The listing enables direct contact with a single click.
  • It can build trust through visible reviews.
  • A well-maintained and complete profile can improve visibility in local search results and on Google Maps.

Challenges

The Google Business Profile requires ongoing maintenance, as outdated business hours or unanswered inquiries can erode trust. Reviews must also be monitored, as they cannot be controlled. Even negative reviews must be addressed confidently and publicly.

In addition, other people can suggest changes to profile information, and Google can update information from various sources. Regular monitoring is therefore important to ensure that no incorrect information creeps in.

Example

Two plumbing service providers in the same city appear in a search for “emergency plumbing service.” One company has a well-maintained business listing on Google with up-to-date business hours, photos of the team, and many reviews with friendly responses. The other has only a sparse listing with no image, very little information, and unanswered complaints.

Which company would you contact?

Related terms

Local SEO Local SEO refers to search engine optimization that focuses on location-based searches. Social Proof Social proof is the principle of building trust by providing evidence such as reviews, testimonials, quotes from satisfied customers, or customer logos. Geotargeting Geotargeting refers to the delivery of advertisements or content to users within a specific geographic area. SERP (Search Results Page) A search results page (SERP) is the page where search results are listed—for example, on Google—and these days it’s much more than just a list of links.