If you’ve been doing marketing for more than a few years, you might remember when Google tried to make “Google Plus,” “Google Brand Pages,” or “Google Location Pages” happen, then later, Google My Business (GMB).
They didn’t stick, and now everything lives under a single, streamlined system: Google Business Profile (GBP).
Whether you manage a single coffee shop or a multi-location agency, Google Business Profiles are essential for search success.
Here’s what you need to know, why it matters, and how to make your Google Business Profile work for you.
What is a Google Business Profile?
A Google Business Profile is a free tool that allows you to manage how your business appears across Google Search and Google Maps.
With a Google Business Profile, you can edit your business details, reply to customer reviews, and publish posts directly inside Google Search or the Google Maps app.
For larger businesses and agency webmasters managing dozens of locations, the Google Business Profile Manager dashboard provides bulk management and advanced administrative tools.
Where Do Google Business Profiles Appear?
When a potential customer searches for a local service or location, like “coffee shop near me” or “plumber in Oxford”, Google Business Profiles are displayed in two primary places:
The Local Pack (or Map Pack)
The prominent box at the top of Google search results featuring a Map and a list of three local businesses.
The Knowledge Panel (Sidebar)
The detailed profile card that appears on the right-hand side of desktop search results (or near the top of mobile results) when someone searches for a business by name.
Many modern searchers don’t click through to a business’ website; they read reviews, check opening hours, browse photos, and tap to call or get directions straight from the search results page.
Key Google Business Profile Features You Should Be Using
A good Google Business Profile does more than just show your phone number; it acts as a 24/7 digital storefront that helps your business get found.
Make sure you take advantage of these features:
- Service & Product Catalogues: List specific services or menu items with detailed descriptions and price ranges.
- Google Reviews & Direct Replies: Receive customer feedback and build trust by responding professionally.
- Google Posts & Updates: Share limited-time offers, upcoming events, and news updates directly on your Google Business Profile.
- Direct Messaging & Q&A: Enable instant chat capabilities via SMS/WhatsApp to answer public questions to keep your information accurate and up to date.
- Direct Online Bookings: Integrate booking tools so customers can schedule a visit with just a few clicks.
How to Set Up Your Google Business Profile
Setting up your Google Business Profile is quick, easy and free.
1. Sign in to Google:
Go to google.com/business and sign in, ideally using an email with your business domain.
2. Add your business:
Search for your business name. If it’s not listed, click “Add your business to Google” and select your primary industry category.
3. Set your location:
Choose “Yes” if you have a physical storefront customers visit. Choose “No” if you are a service-area business and list the areas you cover.
4. Add contact details:
Provide your business phone number, email and website URL so customers can easily reach you.
5. Verify your business:
Follow the on-screen prompts to prove you manage the business. Depending on your business type, Google may require video proof, a phone call, or a postcard code.
How to Get Your Google Business Profile to Rank Higher on Google Maps
Google relies on three main factors to decide which profiles rank in the Local Pack: Relevance, Distance, and Prominence.
To give your business the best chance of reaching the top spot, follow these best practices:
- Complete Every Field: Don’t skip secondary categories, holiday hours, or business descriptions. Profiles with detailed info rank significantly better.
- Verify Your Listing: Unverified profiles get suppressed in map results. Complete Google’s verification process, which usually involves a quick video or document check.
- Keep NAP Consistent: Ensure your Name, Address, and Phone number match across your website and any external directories you appear on.
- Collect Honest Reviews: Review count and quality remain huge ranking factors. Ask real customers for honest feedback, but avoid offering incentives or telling customers what specific words to write, as Google penalises incentivised or manipulated reviews.
- Upload High-Quality Visuals Regularly: Profiles with recent, high-resolution photos and short videos get higher engagement and build trust and authority.
Google Business Profile Checklist for Success
- Verify business and address when you set up your Google Business Profile, and again if your location changes, to unlock full profile visibility.
- Update hours and schedules whenever changes occur to prevent inaccurate information and frustrated customers.
- Publish Google posts and photos regularly, ideally weekly or monthly, to signal to Google that your profile is active.
- Respond to customer reviews, ideally within 24–48 hours, to build trust and improve engagement.
Setting up and maintaining your Google Business Profile costs nothing, but the visibility it delivers is valuable.
If you haven’t claimed or updated yours recently, now is the time to make it shine!
Need Help With Your Google Business Profile?
If managing your Google Business Profile is just one more thing on your never-ending to-do list, get in touch to find out how Kaydee Web can help.
