What Is a Google Business Profile (and Why Your Business Needs One)

For a storefront or an in-person service business, the profile can help customers check practical details and choose how to contact or visit you. It supports a website rather than replacing every job the website does.

What is a Google Business Profile?

It is the listing that can appear when someone searches for a business name or sees a local result in Google Search or Maps. Depending on the business and available features, it can show a name, category, address or service area, hours, reviews, photos, website and contact actions.

Why it is useful

• Accurate practical details. Customers can check where you work, when you are open and how to reach you.
• Visible evidence. Reviews and genuine photos help people assess whether the business fits their needs.
• Useful routes onward. Searchers may visit the website, call, request directions or use another action Google makes available.
• Local discovery. A complete, eligible profile supplies Google with relevant business information, but does not guarantee a position.

Check eligibility before setup

Google says Business Profiles are for businesses that make in-person contact with customers during their stated hours. That includes storefronts and qualifying service-area businesses whose staff travel to customers. Online-only businesses are not eligible. Read Google's official setup and eligibility guidance before creating a listing.

Set up or claim the profile

1. Sign in with a Google Account controlled by the business.
2. Search for the business and claim an existing profile, or add it if none exists.
3. Enter the real business name, most accurate category and genuine storefront address or service area.
4. Complete verification using whichever option Google presents. Available methods depend on the business, public information, region and hours, and Google may require more than one method.
5. Review the public result before promoting it and correct anything inaccurate.

Google's verification guidance explains the current process. A postcard or phone option should not be assumed.

Completion checklist

Accurate business information

• Use the real-world business name, without added search terms.
• Choose the most accurate primary category and use a real address or truthful service area.
• Keep normal and special hours, website and contact details accurate.
• Describe services in clear language and use only applicable profile features.

Suggested upkeep

• Add useful, current photos that represent the real business.
• Invite customers to leave honest reviews without filtering for positive feedback, and reply professionally where appropriate.
• Review the profile whenever hours, services, location or contact routes change.
• Publish updates only when there is something useful to share; no posting formula guarantees visibility.

Contact and messaging options

Customers can still use available website, call, direction and other contact actions. Google's old Business Profile chat and call-history features ended in July 2024. Text or WhatsApp contact may be available for eligible accounts, so use only the options shown for your account and region, and make sure someone can respond through any channel you enable.

Keep expectations realistic

Accurate information helps customers and gives Google better information to assess. Google still determines whether and where a profile appears. There is no dependable ranking timeline or activity formula; judge changes through relevant searches, profile performance and actual enquiries over time.

Next read: the wider local SEO picture

A profile works alongside the website, reviews and accurate information elsewhere. Continue with our local SEO guide for small businesses.