What is Google Business Profile?
Google Business Profile (formerly known as Google My Business) is a free tool that lets you manage how your business appears across Google's services. When someone searches for your business name or for businesses like yours in your area, your profile is what appears in the Map Pack at the top of search results and on Google Maps.
Your profile displays essential information including your business name, address, phone number, hours of operation, website, photos, reviews, and more. It is often the very first impression a potential customer has of your business, and for many local searches, people interact with your Google Business Profile without ever visiting your website.
Because of its prominent placement in search results and its direct connection to Google Maps, an optimized Google Business Profile is a cornerstone of any local SEO strategy.
Setting Up Your Profile
If you have not already claimed your Google Business Profile, getting started is straightforward. Google may have already created a basic listing for your business based on publicly available information. Here is what to do:
- Search for your business on Google: If a listing already exists, you will see an option to claim it. If not, you can create a new one through the Google Business Profile manager.
- Verify your business: Google needs to confirm you are the actual owner. Verification methods include a postcard mailed to your business address, a phone call, email, or video verification. The postcard method is most common and takes about five business days.
- Complete every section: After verification, fill out your profile thoroughly. The more complete your profile, the more likely Google is to show it in search results. Do not skip any fields.
Optimizing Your Profile
A claimed profile is just the beginning. Optimization is what makes your listing outperform competitors. Focus on these areas:
Business Information
Your business name should match your real-world name exactly. Do not stuff keywords into your business name -- Google penalizes this. Your address and phone number must be consistent with what appears on your website and in other online directories. Choose the most specific primary category that describes your business, and add relevant secondary categories.
Photos and Videos
Businesses with photos receive significantly more clicks and direction requests than those without. Upload high-quality images of your storefront, interior, products, team members, and completed work. Add new photos regularly to keep your profile fresh. A cover photo and logo should be added first, followed by category-specific images.
Business Description
Write a clear, informative description of what your business does, who you serve, and what sets you apart. You have 750 characters, so be concise. Include your location and primary services naturally. This is your elevator pitch to potential customers who find you on Google.
Services and Products
Use the services and products sections to list everything you offer. Each item can have its own description and price. This additional detail helps Google match your business to more specific searches and gives potential customers a clearer picture of what you provide.
Google Posts
Google Posts are short updates you can publish directly to your business profile. They appear in your listing and give you a way to share timely information with people who find you on Google. Types of posts include:
- General updates about your business, news, or announcements
- Special offers and promotions with start and end dates
- Events with dates, times, and descriptions
- Product highlights featuring specific items or services
Posting regularly signals to Google that your business is active and engaged. Aim for at least one post per week. Keep posts concise, include a relevant image, and add a call to action button when appropriate.
Managing Reviews
Reviews on your Google Business Profile are among the most visible and influential factors in local search. They affect both your search rankings and whether potential customers choose to contact you.
- Encourage reviews proactively: After providing a great service, ask customers to share their experience. Send a follow-up message with a direct link to your Google review page to make it as easy as possible.
- Respond to all reviews: Thank customers for positive reviews and address negative reviews professionally. Potential customers read your responses to judge how you handle both praise and criticism.
- Report inappropriate reviews: If you receive reviews that violate Google's policies -- such as spam, fake reviews, or reviews that are not about your business -- you can flag them for removal.
Learn more in our guide to online reputation management.
Insights and Performance
Google Business Profile provides built-in analytics called Insights that show you how people find and interact with your listing. You can see how many people viewed your profile, how they found you (direct search versus discovery search), what actions they took (visited your website, requested directions, called you), and where they came from geographically.
Review your Insights monthly to understand what is working and where there is room for improvement. This data helps you make informed decisions about your local marketing strategy and measure the return on the time you invest in your profile.