SEO Term Definition
Google Business Profile
A free Google tool that lets businesses manage their appearance in Google Search and Maps for local SEO.
Reviewed by Alexander Yarovenko · Updated: 2026-06-25
What Is Google Business Profile?
Google Business Profile (GBP), formerly Google My Business, is a free platform that allows businesses to manage how they appear in Google Search and Google Maps. A well-optimised GBP listing is essential for local SEO and appearing in the Local Pack.
Key GBP Elements
- Business name: Must match your real-world name exactly
- Categories: Primary and secondary categories determine which searches you appear in
- NAP: Name, Address, Phone — must be consistent across all citations
- Hours: Keep updated, including holiday hours
- Photos: Businesses with photos get significantly more clicks
- Reviews: Respond to all reviews, positive and negative
Optimisation Tips
- Write a keyword-rich business description (750 characters)
- Use Google Posts to publish weekly updates, offers, and events
- Add products and services with descriptions and prices
- Populate the Q&A section with common questions and answers
- Enable messaging for direct customer contact
Ranking Factors
GBP rankings depend on three factors: Relevance (how well the listing matches the query), Distance (proximity to the searcher), and Prominence (how well-known the business is based on reviews, links, and citations).