Google Business Profile - Definition

Google Business Profile, formerly known as Google My Business, is a free tool that allows businesses to manage how their company information appears across Google Search and Google Maps. It includes key details such as business name, address, hours, contact information, photos, and customer reviews.

The platform helps local businesses enhance visibility, engage with customers, and attract new leads through accurate and optimized listings. A complete and verified profile improves trust and ranking in local search results.

Advanced

Google Business Profile integrates with Google Maps and Search algorithms to improve local SEO performance. It relies on proximity, relevance, and prominence to determine visibility in local search packs.

Advanced features include post publishing, direct messaging, booking integrations, and performance analytics. Businesses can upload videos, respond to reviews, and monitor insights on user interactions such as calls and direction requests. For multi-location companies, Google offers bulk management and API access for centralized updates. Optimizing listings with keywords, regular updates, and high-quality media strengthens local authority and user engagement.

Relevance

Increases visibility in Google Search and Maps.
Supports local SEO and customer acquisition.
Enhances brand trust through verified information.
Encourages engagement via reviews and messages.
Provides performance insights for marketing optimization.
Strengthens consistency across digital listings.

Applications

A restaurant updating operating hours and menu on Google Maps.
A law firm collecting and responding to client reviews.
A retailer posting promotions and announcements via profile updates.
A healthcare provider integrating appointment booking features.
A multi-location franchise managing listings through bulk updates.

Metrics

Profile views in Google Search and Maps.
Number of direction requests, calls, and website clicks.
Growth in customer reviews and average star rating.
Keyword impressions and local pack visibility.
Engagement rate from Google Business posts.

Issues

Inconsistent or outdated information harms visibility.
Unverified profiles may not appear in search results.
Negative reviews can reduce customer trust.
Spam or duplicate listings cause confusion.
Neglecting updates lowers ranking in local search.

Example

A local coffee shop optimized its Google Business Profile by adding professional photos, updating hours, and encouraging reviews. Within three months, the shop saw a 40 percent increase in direction requests and higher visibility in Google Maps searches.