Google Business Profile (GBP), formerly called Google My Business, is a free listing that lets a business control how it appears on Google Search and Google Maps. It shows the business name, address, hours, phone number, website, photos, reviews and services. In SEO it is the single most important asset for ranking in the local map pack.
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What is Google My Business in SEO?
Google My Business was the name of the product until November 2021, when Google renamed it Google Business Profile. The listing itself is the same. In SEO, it is the source of the information Google shows in the local pack, in Google Maps and in the business panel that appears beside results for a brand search. Optimising it is a core part of local search marketing.
What a Business Profile includes
- Business name, address or service area, phone number and website.
- Primary and additional categories.
- Opening hours, including holiday hours.
- Services and products, with descriptions and prices if you choose.
- Photos and videos from the business and from customers.
- Reviews and your replies to them.
- Posts: updates, offers and events.
- Attributes such as accessibility, payment options and booking links.
Who can have one
A business qualifies if it makes in-person contact with customers during its stated hours, either at its own premises or at the customer’s location. Service-area businesses, such as plumbers, can hide their address and list the areas they cover. Online-only businesses with no in-person contact do not qualify.
How it affects local rankings
Google ranks local results on relevance, distance and prominence. Your profile feeds all three:
| Profile element | What it influences |
|---|---|
| Primary category | Relevance: the strongest single signal for which searches you appear in |
| Services, products and description | Relevance for specific searches |
| Address or service area | Distance |
| Reviews: number, rating and recency | Prominence and click-through |
| Photos, posts and complete information | Engagement and conversions |
| Linked website | Prominence, through its organic strength |
How to set up and verify a profile
- Search for your business on Google or go to google.com/business and claim or create the listing.
- Enter your real-world business name exactly as customers know it. Do not add keywords.
- Choose the most specific primary category that fits.
- Add your address or service areas, phone number, website and hours.
- Verify the listing. Google decides the method, which is commonly a video recording, and sometimes phone, email or post.
- Add services, photos and a description, and start asking customers for reviews.
Once verified, you manage the profile directly in Google Search and Google Maps.
Optimisation checklist
- Every field completed, with accurate hours.
- Name, address and phone number identical to those on your website and directories.
- A link to the most relevant page: the location page for multi-location businesses.
- New photos added regularly.
- A steady flow of reviews, each with a reply.
- Posts for offers, news and events.
- Calls, direction requests and website clicks tracked in the profile’s performance report.
Common mistakes
- Adding keywords or city names to the business name, which breaks Google’s guidelines and risks suspension.
- Using a virtual office or PO box as an address.
- Creating duplicate listings for the same location.
- Choosing a broad primary category when a specific one exists.
- Ignoring reviews and customer questions.
Frequently asked questions
What is Google My Business in SEO?
Google My Business is the former name of Google Business Profile, the free listing that controls how a business appears in Google Search and Maps. It is the main factor in ranking in the local map pack.
Is Google Business Profile free?
Yes. Creating, verifying and managing a profile costs nothing.
Is Google Business Profile the same as Google My Business?
Yes. Google renamed Google My Business to Google Business Profile in November 2021.
Does Google Business Profile help SEO?
Yes. A complete, accurate and active profile improves visibility in the local pack and Google Maps and supports brand searches.
How do people search for Google Business Profile?
Searches include “what is Google My Business SEO”, “Google SEO company profile” and “Google local optimization”. All refer to the same free listing that controls how a business appears in Google Search and Maps.
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