Google Business Profile

A Google Business Profile (formerly Google My Business) is a free listing that lets businesses manage how they appear in Google Search and Google Maps. It shows your name, address, phone number, opening hours, reviews, photos and more, and it is the single most important factor for ranking in the local Map Pack.

Written by Paul Hoda, SEO consultant since 2005. Last updated 8 November 2026.

Why your Business Profile matters

  • Map pack visibility: local results for searches such as “accountant near me” come from Business Profiles.
  • Direct actions: people can call, request directions, book or visit your website straight from the listing, often without visiting your site at all (Zero-Click Searches).
  • Trust: reviews, photos and complete information reassure customers.
  • Brand searches: your profile appears as a knowledge panel when people search your name (Branded Search).

How to set up your profile

  1. Sign in to Google Business Profile with a Google account you will keep long term.
  2. Search for your business to claim an existing listing, or create a new one.
  3. Enter your exact business name as used in real life, without extra keywords.
  4. Choose whether customers visit your location, or whether you serve customers at their locations (Service Area Business).
  5. Complete verification, which may involve video, phone, email or postcard.

How to optimise your Business Profile

  • Primary category: choose the most accurate main category; it has a big influence on which searches you appear for. Add relevant secondary categories.
  • Description: explain what you do, who you serve and what makes you different, in natural language.
  • Services and products: list them with descriptions and, where possible, prices.
  • Opening hours: keep regular and holiday hours accurate.
  • Photos and videos: upload real photos of your premises, team, work and products regularly.
  • Website link: point to the most relevant page, usually your homepage or a local landing page.
  • Attributes: add relevant features such as accessibility, payment options or online appointments.
  • Questions and answers: monitor and answer questions.
  • Posts and updates: share offers, news and events to keep the profile active.

Reviews

Reviews are central to Business Profile success. Ask every happy customer for a review, make it easy with a direct link, and respond to every review, positive or negative, professionally. Never buy reviews or offer incentives.

Rules to follow

  • Do not add keywords or locations to your business name unless they are genuinely part of it.
  • Use a real address where you meet customers, or hide it if you are a service area business.
  • Do not create listings for virtual offices you do not staff.
  • Do not create multiple listings for the same business.

Breaking these rules can lead to suspension.

Tracking performance

The Performance section shows how people find your profile, the searches used and the actions they take. Combine this with call tracking and UTM-tagged website links so you can see Business Profile visits in Google Analytics 4. Consistent NAP details across the web support the profile’s prominence.

For help with local search in your area, see my SEO consultant locations across the UK.

Key Takeaways

  • Your Business Profile powers your appearance in Google Maps and the local pack.
  • The primary category has a big influence on which searches you appear for.
  • Complete every section and add real photos regularly.
  • Earn and respond to genuine reviews.
  • Never add keywords to your business name.

Related Terms

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