What is Google Business Profile?
Google Business Profile (GBP), formerly Google My Business, is a free listing that lets a business control how it appears on Google Search and Google Maps. It shows your name, address, phone, hours, photos, reviews, services and posts, and it is the main factor in appearing in the local map pack.
- Last updated 14 October 2026
- GBP stands for Google Business Profile
- Renamed from Google My Business in 2021
- Free to create and manage
- Powers the local map pack and Maps listings
In one line
Google Business Profile in one line
Google Business Profile is your free business listing on Google, and it decides how you look on Maps and local search.
How it works
How Google Business Profile works
- Claim Create or claimSearch for your business on Google and claim the profile, or create one at business.google.com.
- Verify Prove you own itGoogle verifies by video, phone, email or postcard, depending on the business.
- Complete Fill every fieldAdd categories, services, hours, photos, products and a description.
- Engage Keep it activeReply to reviews, answer questions and publish posts regularly.
- Measure Track performanceSee calls, direction requests, website clicks and searches in the Performance view.
Example
An example of Google Business Profile
A pharmacy in Behala, Kolkata, completes its profile with accurate opening hours, a WhatsApp number, product categories, 40 photos and weekly offers as posts, and asks customers for reviews at the counter. Within a few months it appears in the map pack for “pharmacy near me” across nearby neighbourhoods, and most of its new customers say they found it on Google Maps.
Why it matters
Why Google Business Profile matters
Local visibility
The map pack appears for most local searches and gets a large share of clicks and calls.
Trust
Reviews and photos help customers choose you before they visit.
Free leads
Calls, direction requests and messages come directly from your listing.
Ranking factors
What decides your Google Business Profile ranking
Relevance
How well your profile matches the search: categories, services and description.
Distance
How close your business is to the searcher or the location in the query.
Prominence
How well known you are: reviews, ratings, links and mentions across the web.
Common mistakes
Common Google Business Profile mistakes
- Wrong or too many categories
- Keyword-stuffed business names, which break Google’s guidelines
- Different phone numbers or addresses on the website and directories
- Ignoring reviews, especially negative ones
- Out-of-date hours on holidays and festivals
- Few or low-quality photos
Need help? See our local SEO services.
Compared
Google Business Profile vs a Google Maps listing
They are connected but not identical.
| Google Business Profile | Google Maps listing | |
|---|---|---|
| What it is | The dashboard you manage | The public place page on Maps |
| Who controls it | The verified owner | Google, users and the owner |
| Where it shows | Search, Maps and the local pack | Google Maps |
| What you can edit | Everything, including posts and services | Suggestions only, unless verified |
Checklist
Google Business Profile setup checklist
- Profile claimed and verified
- Primary category matches your main service
- Name, address and phone match your website exactly
- Hours, holiday hours and service areas are correct
- At least 20 good photos, updated regularly
- Services and products listed with descriptions
- Reviews requested from every happy customer
- Every review gets a reply
- A post published at least every two weeks
Posts and Q&A
Using posts, products and messages
Posts let you share offers, events and updates directly on your profile. They do not stay prominent for long, so posting every week or two keeps the profile looking active. Products and services sections help Google match your profile to more specific searches, such as “root canal near me” rather than just “dentist”.
Photos matter more than many owners realise. Profiles with recent photos of the storefront, interior, team and work tend to earn more direction requests and calls.
Multiple locations
Managing profiles for multiple locations
Businesses with several branches need one profile per location, each with its own address, phone number, hours and landing page on the website. Bulk management tools in Google Business Profile Manager help keep information consistent, and each branch should run its own review programme.
Reviews
How reviews affect your Google Business Profile
Reviews influence both rankings and conversions. Google considers the number, recency and rating of reviews as part of prominence, and customers read them before calling. Replying to every review, positive or negative, shows that you care and gives you a chance to address problems publicly. Never offer incentives for reviews or post fake ones, which breaks Google’s policies and can lead to removal.
Related terms
Related terms and next steps
FAQs
Google Business Profile: frequently asked questions
Straight answers to common questions.
What is the full form of GBP?
Is Google Business Profile free?
Is Google My Business the same as Google Business Profile?
Can I have a profile without a shop?
How do I get more reviews?
Why is my Google Business Profile suspended?
Next step
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