Definition
A Google Business Profile is a free listing that shows a business's details, location, hours, photos and reviews in Google Search and Maps.
Google Business Profile explained
Formerly called Google My Business, the profile is what appears when people search for your business by name, and it is the main way to appear in the map results for local searches such as “accountant near me”.
Google says local results are based mainly on three factors: relevance, meaning how well a profile matches what someone searched for; distance, meaning how far the business is from the searcher or the location in the search; and prominence, meaning how well known the business is, which includes information such as links and reviews.
To strengthen a profile:
- Choose the most accurate primary category and relevant secondary ones.
- Keep name, address, phone number and hours complete and accurate.
- Add real photos, services and products.
- Ask customers for reviews and reply to them.
- Post updates and answer questions.
Example
Your physiotherapy clinic's profile lists only a phone number and one photo. Completing the categories, services, hours and photos, and asking recent patients for reviews, helps it appear in the map results when people nearby search “sports physio near me”.
Why it matters
For businesses that serve customers locally, the profile often brings more calls and visits than the website itself.
Related service
Local SEO
Google Business Profile, local pack and location-page work for businesses that serve customers nearby.
Local SEO servicesSources
- Google Business Profile Help: Tips to improve your local ranking on Google (checked 30 Sep 2026)
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Related terms
- Local packThe local pack is the map and list of businesses Google shows for local searches such as “plumber near me”, drawn from Google Business Profiles.
- NAP (Name, Address, Phone Number)NAP is a business's name, address and phone number, which should be identical everywhere online so search engines can trust your local details.
- Online reviewsOnline reviews are customers' public ratings of a business on sites such as Google and Trustpilot, which influence buyers and search visibility.
- Local citationA local citation is any online mention of a business's name, address and phone number, such as a directory listing, map app or industry association page.