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Local SEO

Google Business Profile

Google's free business listing tool that controls how a business appears in Google Search and Maps results.

Definition

Google Business Profile (GBP), formerly known as Google My Business (GMB), is a free platform that allows businesses to manage their appearance across Google Search and Google Maps. A well-optimized GBP listing is the single most important factor in local SEO — it determines whether and how a business appears in the "Local Pack" (the three-business map results shown for local queries) and in the Knowledge Panel on branded search queries.

A GBP profile includes: business name, address, phone number (NAP), business categories, website URL, hours of operation, photos, customer reviews, Q&A section, posts (offers, events, updates), and service/product listings. Completeness and accuracy are critical — Google's local algorithm (Possum, and its successors) uses GBP data alongside relevance, distance, and prominence signals to rank local results.

Key GBP optimization practices: select the most specific primary category possible (not just "Restaurant" but "Italian Restaurant"); add all relevant secondary categories; maintain 100% accurate NAP data that is consistent with all other local citations; publish weekly GBP Posts with calls to action; actively respond to all reviews (both positive and negative); add high-quality photos consistently (Google's research shows listings with more photos receive more views and direction requests); and use the Q&A feature to proactively answer common questions.

Frequently Asked Questions

How important is Google Business Profile for local SEO?
It is the single most important local SEO factor. BrightLocal's research consistently shows GBP signals account for the largest portion of local pack ranking factors, ahead of on-page signals and link signals. A missing or unclaimed GBP profile is a critical local SEO gap for any brick-and-mortar or local service-area business.
Can I have a Google Business Profile if I don't have a physical storefront?
Yes. Service-area businesses (plumbers, cleaners, consultants who visit clients) can set up a GBP without displaying a physical address. You specify your service area by region, city, or ZIP code radius. Google requires that all service-area businesses hide their address if they don't receive customers at their location.