Business Profile

01What it is and how it works

A Business Profile (formerly Google My Business) is a free, Google-managed directory listing. When you claim and verify a profile, you control the business name, address, phone number (NAP), hours of operation, categories, and attributes. Google populates the profile with user-generated content such as reviews, ratings, and questions. The profile appears in local search results, the local pack (the map with three listings), and Google Maps. It also feeds into the knowledge panel for your brand. Behind the scenes, Google matches your profile against search queries like "coffee shop near me" using proximity, relevance, and prominence signals. The profile is effectively a structured data record that Google indexes separately from your website. Updates you make in the dashboard typically appear within minutes to hours. The profile also supports Google Posts (announcements), Product listings, and direct messaging. For service-area businesses, you can hide your address and define a service radius. For brick-and-mortar stores, showing a precise location is critical.

02What to do about it

This week, claim or access your Business Profile at google.com/business. Complete every field that applies: business name exactly as it appears in the real world, street address, phone, website URL, category (choose the most specific one), hours, and attributes like "wheelchair accessible" or "free Wi-Fi". Add at least 10 high-quality photos of the exterior, interior, products, and team. Enable messaging if you can respond within 24 hours. Write a business description that explains what you offer without keyword stuffing. If you have multiple locations, manage them as a group. Respond to every review — thank positive ones, address negative ones politely and factually. Use the Q&A feature to prepopulate answers to common questions. Post at least once a week using Google Posts to share updates, offers, or events. Keep seasonal hours updated in advance. Encourage satisfied customers to leave reviews by sharing a direct link. Monitor the Performance tab in the dashboard to track your listing visibility and actions taken by searchers.

03How it is measured or noticed

You measure Business Profile success through the Insights dashboard inside the Google Business Profile manager. Key metrics: how customers find your profile (direct search, discovery search, branded search), total searches, views on Maps versus Search, actions (website clicks, phone calls, direction requests), and photo counts versus competitors. In search results, you notice your profile when it appears in the local pack, the knowledge panel, or the local finder. You can also see if your profile shows up for specific queries by using incognito mode or tools like Google Search Console for query comparison. Third-party tools like BrightLocal or Moz Local can benchmark your visibility against competitors, but Google's own Insights are the source of truth. Additionally, changes in call volume, foot traffic, or Google Ads performance can indicate the profile's impact. For AI search scenarios (e.g., Google's SGE), the profile may be cited in overviews. Pay attention to whether your NAP data appears correctly in voice assistant responses.

04Common mistakes

• Using a business name that differs from your real-world branding, such as adding city names or keywords to rank better — this violates Google's guidelines and can lead to suspension.
• Ignoring reviews or responding with generic copy. Each review is a chance to show customer service and influence future conversions.
• Having inconsistent NAP (business name, address, phone) across your website, directory listings, and the profile. Google's algorithm penalizes conflicting data.
• Neglecting to update hours for holidays or special closures, which frustrates customers and damages trust.
• Selecting the wrong category or too many categories. Your primary category should be the core of your business, not a broad umbrella.
• Failing to use attributes like "women-led" or "offers delivery" — these help your profile match relevant filters in Maps searches.
• Removing your profile when closing a location without redirecting customers. Instead, mark the location as permanently closed and update with a closure notice.

05Limits

A Business Profile is not your website. It can be a standalone presence for some small businesses, but you should always own a domain. The profile cannot replace a site for complex e-commerce, booking systems, or full product catalogs. Google controls the display; you cannot customize the look beyond photos and posts. Certain business types are ineligible (e.g., online-only businesses without a physical location, rental properties, some regulated industries). Service-area businesses must follow specific rules and may not show an address. The profile is not guaranteed to appear for every search — Google may show a competitor or a third-party aggregator instead. In AI search results (e.g., ChatGPT with browsing), the Business Profile may not be surfaced if the model pulls from other sources. The profile is also subject to Google's spam detection and policy enforcement; violations can result in a sudden suspension with limited appeal options. Finally, Business Profile data is not fully portable — you own the content but Google owns the platform.

06A worked example

A bakery in Austin called 'Sweet Rise Bakery' had an unclaimed profile showing an old phone number and no photos. After claiming and completing it — adding correct hours, 15 photos, responding to 12 existing reviews, and a weekly post about sourdough bread — their Insights showed a 40% increase in calls from profile and 25% more direction requests over two months. They also appeared in the local pack for 'Austin bakery' every time a local searched on mobile, where previously they were below the fold. The owner described it as 'the single biggest traffic driver besides our website.'

Frequently asked questions

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