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What Is Google Business Profile?
Local SEO
Updated 18 September 2026
Quick Answer
A Google Business Profile is a free listing that controls how a business appears on Google Search and Google Maps — showing hours, reviews, photos, and contact details, and central to local search visibility.
Google Business Profile vs. Website — What's the Difference?
| Google Business Profile | Website | |
|---|---|---|
| Where it appears | Google Search and Google Maps directly | Wherever you promote your own URL |
| Control | Managed within Google's own system | Fully controlled by you |
Why It Matters
- It's the single highest-leverage asset for local search visibility, often more impactful for a local business than the website itself.
- It's also now a primary data source feeding Google's AI Overviews for local search queries.
How It Works
- You claim and verify your business on Google.
- You complete every section — category, description, services, photos, hours.
- You maintain it actively — responding to reviews, posting updates, keeping information current.
Key Takeaways
- A Google Business Profile is the free, primary local search listing for a business.
- It's often the single highest-leverage asset for local visibility.
- It's now also a key data source for Google's AI-generated local search answers.
Frequently Asked Questions
Is a Google Business Profile free?
Yes, entirely free to claim, verify, and maintain.
How is this different from Google My Business?
Google My Business was the previous name for this same feature — Google Business Profile is the current name.
How often should I update my Google Business Profile?
Regularly — posting updates and responding to reviews signals active management, which affects visibility.