Google Business Profile (GBP) is a free tool from Google that lets local businesses manage how they appear in Google Search and Google Maps. It displays your business name, address, phone number, opening hours, photos, and customer reviews to anyone searching for you or what you offer nearby.
When someone searches "plumber near me" or "best restaurant Sydney" on Google, the results that appear in a map with three businesses listed — that's powered by Google Business Profile. It is, in the simplest terms, your business's presence at the exact moment a customer decides to buy.
of people who search for a local business on their smartphone visit a related business within 24 hours, according to Google's own research. Your GBP is how they find you.
What does Google Business Profile show customers?
When a customer finds your GBP listing, they see:
- Your business name, category and description
- Address, directions and a map pin
- Phone number and website link
- Opening hours (including holiday hours)
- Photos of your business, products or team
- Customer reviews and your star rating
- Q&A from past customers
- Recent posts and updates you've published
- Booking or order links (depending on business type)
Google Business Profile vs your website
Your website is your owned digital home — the place you control fully. Your Google Business Profile is your presence where customers are already looking. They serve different purposes:
| Feature | Website | Google Business Profile |
|---|---|---|
| Where it appears | When someone searches your domain or clicks an ad | In Google Search and Google Maps for local queries |
| Who sees it | People who already know you exist | People searching for what you do right now |
| Cost | Hosting, design, maintenance | Completely free |
| Customer action | Browse, read, contact | Call, get directions, book, leave a review |
| Buying stage | Research and awareness | Decision and purchase |
For local businesses, GBP often drives more direct client enquiries than the website itself — because it meets the customer exactly when and where they're deciding to buy.
Why Google Business Profile matters for local businesses
Google processes more than 8.5 billion searches per day. A significant portion of those are local — searches with intent to visit or buy from a nearby business. Google Business Profile determines whether your business appears in those results.
of all Google searches have local intent — meaning the person is looking for something nearby. Without an optimised GBP, your business is invisible to almost half of all Google searchers.
An unoptimised or unclaimed GBP means:
- You appear lower in local search results than competitors
- Customers can't easily call or get directions to you
- You have no control over what information Google shows
- Negative reviews go unanswered and drive customers away
- You miss bookings and calls that go to competitors instead
How Google Business Profile used to be called
Google has renamed this tool several times. It was originally called Google Places, then Google My Business (GMB), and was renamed to Google Business Profile in 2021. If you've heard any of these names, they all refer to the same tool.
How to get started with Google Business Profile
To create or claim your GBP listing:
- 1
Search for your business on Google
Go to business.google.com or search your business name. If it already appears, claim it. If not, create a new listing.
- 2
Verify your business
Google will send a postcard, phone call or email to confirm your business is real and located where you say it is.
- 3
Complete every section
Add your hours, photos, description, categories and services. Businesses with complete profiles get 7× more clicks than incomplete ones.
- 4
Start collecting reviews
Ask satisfied customers to leave a Google review. Reviews are the #1 factor in local ranking and customer trust.
Frequently asked questions
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