In today’s digital-first world, having a strong local presence is essential for small businesses. Google Business Profile (GBP), formerly known as Google My Business (GMB), is a free and powerful tool that allows businesses to appear in Google Search, Google Maps, and Google Shopping. Optimizing your GBP helps increase visibility, build trust, attract leads, and drive engagement, making it a critical component of local SEO for small businesses.
This guide covers everything you need to know about GBP, including setup, optimization, features, review management, multi-location management, analytics, and FAQs.
What Is Google Business Profile (GBP)?
A Google Business Profile is an online listing that showcases your business information to potential customers. It allows your business to appear in:
- Google Search results
- Google Maps listings
- Local Pack/Map Pack results
Google My Business vs Google Business Profile
Google rebranded Google My Business (GMB) to Google Business Profile (GBP) in 2021. While the core functionality remains the same—allowing businesses to manage their online presence—GBP now offers streamlined tools for verification, posts, messaging, and analytics directly within Google Search and Maps.
Is Google Business Profile Free?
Yes. GBP is completely free, making it an accessible tool for businesses of all sizes to:
- Share accurate business information
- Engage with customers via reviews and messaging
- Showcase products, services, and promotions
Example: A local bakery can display opening hours, menu items, photos of baked goods, and respond to reviews, all from its GBP dashboard.
Benefits of Google Business Profile
Optimizing your GBP provides numerous advantages for small businesses and marketers.
Increase Visibility on Google Search and Maps
- Appear in local search results for queries like “coffee near me” or “plumber in Manchester”
- Enhance chances of appearing in the local pack/map pack
- Improve discoverability for geolocated searches
Gain Credibility with Customer Reviews
- Positive star ratings and reviews improve trust
- Responding to reviews signals responsiveness and professionalism
- Tools like review management platforms help track feedback
Share Accurate Business Information
- Update NAP (Name, Address, Phone Number) consistently across platforms
- Share operating hours, website, and service area
- Ensure potential customers find accurate, up-to-date details
Additional Benefits
- Facilitate lead generation via calls, directions, and website clicks
- Improve user engagement with posts, photos, and Q&A sections
- Showcase products, services, and promotions directly on Google
How to Set Up Google Business Profile
Step 1: Add Your Business to Google Maps
- Sign in to your Google account
- Visit Google Business Profile
- Click “Add your business” or “Claim this business” if it already exists
Step 2: Create a Business Account
- Link your business to a Google account for management
- Ensure secure access and manage multiple users if needed
Step 3: Enter Your Business Name and Category
- Choose the exact business name as used offline
- Select the most accurate business category to appear in relevant searches
Step 4: Add Location and Service Areas
- Provide a physical address or define service areas for delivery/service-based businesses
- Use region-specific keywords for local SEO benefits
Step 5: Verify Your Business
- Google offers postcard, phone, or email verification
- Verification confirms ownership and allows full access to GBP features
Tip: Verification is essential to start collecting reviews and updating business information.
How to Optimize Your Google Business Profile
Review NAP Consistency
- Ensure Name, Address, Phone are identical across GBP, website, and online directories
- Consistency improves trustworthiness and local SEO rankings
Write a Compelling Business Description
- Limit: 750 characters
- Include primary keywords and services
- Highlight unique selling points
Example:
“Breakloo Cafe provides freshly baked artisan bread and specialty coffee to London locals. Open daily with free Wi-Fi and catering services.”
Add Photos and Cover Images
- Include profile and cover photos
- Show interior, exterior, staff, and products
- Profiles with images receive 42% more requests for directions on average
Create Google Posts and Feature Products
- Share offers, events, updates, or promotions
- Feature products/services to encourage clicks and engagement
Tip: Post weekly to keep your GBP active and engaging.
Respond to Reviews and Questions
- Monitor reviews regularly
- Respond professionally to both positive and negative feedback
- Answer FAQs in the Q&A section to reduce repetitive customer queries
Use Attributes and Labels Effectively
- Attributes: Accessibility options, amenities, payment types
- Labels: Organize multiple locations or business groups for internal management
Step-by-Step GBP Optimization Checklist
| Task | Status |
| Claim or create GBP | ✅ |
| Verify business | ✅ |
| Complete business info (NAP, hours, website) | ✅ |
| Add photos & videos | ✅ |
| Add products/services | ✅ |
| Enable messaging | ✅ |
| Publish Google Posts | ✅ |
| Monitor and respond to reviews | ✅ |
| Add attributes/highlights | ✅ |
| Track insights & engagement metrics | ✅ |
Managing Multiple Locations and Access
For businesses with multiple locations:
- Use location groups to manage profiles collectively
- Assign access levels for team members
- Maintain NAP consistency across all locations
- Use labels for reporting and performance tracking
Tools like Semrush Local or BrightLocal simplify multi-location management.
Tracking Performance and Analytics
GBP provides insights to monitor engagement and visibility:
- Search Queries: How users find your business
- Customer Actions: Calls, website visits, requests for directions
- Photo Views: Interaction with uploaded images
- Engagement Metrics: Click-through rates, direction requests, and post engagement
Pro Tip: Use these insights to optimize content, update offers, and encourage reviews regularly.
Common Questions About Google Business Profile
Do You Need a Physical Address?
Not always. Service-area businesses can hide their address and define delivery/service zones.
How to Hide Your Business Address
- Sign in to GBP
- Select Info
- Choose “Address” and select “I deliver goods and services to my customers”
What to Do If Your Business Category Isn’t Available
- Select the closest matching category
- Add specific services or products for clarity
How to Claim Another Listing
- Request ownership via Google’s verification process
- Contact the current listing owner if prompted
Managing Multiple Locations
- Use location groups
- Apply labels to monitor performance by region or service type
Can You Integrate Google Ads?
- GBP integrates with Google Ads for local campaigns and location extensions
- Helps track ROI for paid and organic marketing efforts
Best Practices for Maximizing Local Visibility
- Maintain up-to-date NAP and business hours
- Upload high-quality images and videos
- Respond to customer reviews promptly
- Regularly create Google Posts for offers and events
- Encourage positive reviews from satisfied customers
- Leverage keywords in business description and posts for local SEO
- Monitor engagement metrics and adjust your profile accordingly
Conclusion and Next Steps
A well-optimized Google Business Profile (GBP) is essential for local SEO, online visibility, and lead generation. By completing your profile, adding photos, managing reviews, and leveraging posts and attributes, small businesses can attract highly targeted local traffic, build trust, and improve engagement.
Claim or optimize your Google Business Profile today. Regular updates, review management, and strategic use of GBP features can increase leads and strengthen your local presence.
FAQs
What is Google Business Profile (GBP)?
GBP is Google’s platform for businesses to manage their online presence on Search and Maps, enabling profile optimization and local visibility.
How do I set up Google My Business?
Sign in to Google, add your business, select the category, verify, and complete your profile with NAP, photos, and services.
Can I manage multiple locations from one account?
Yes, use location groups and assign access levels to manage multiple listings efficiently.
Why are customer reviews important?
Reviews improve trust, local rankings, and click-through rates, influencing customer decisions.
How often should I update my Google Business Profile?
Regular updates, at least weekly for posts, photos, and offers, help maintain active engagement and visibility.
