Google Business Profile

Google Business Profile is the platform where businesses claim and manage their online presence on Google properties. It consolidates core business data—name, address, phone, hours, website, photos, reviews—that appears in Google Search results, Google Maps, and the Google app. The service replaced Google My Business in late 2021, though most practitioners still use the older name interchangeably.

For SEO and local search, GBP is essential infrastructure. A complete, accurate profile boosts visibility in local pack results (the map box that appears for location-based queries) and can drive phone calls, directions, and website traffic. Google uses GBP signals—review count, rating, post recency, Q&A activity—as ranking factors in local search. Verification (claiming the business) is required to edit listings and respond to reviews.

In practice, SEOs audit GBP profiles for accuracy, consistency across the web, review management, and optimization of business categories and descriptions. For multi-location businesses, managing dozens or hundreds of profiles becomes critical operational work. GBP integrates with Google Ads and Analytics, making it a touchpoint for both organic local visibility and paid search campaigns.