Google Business Profile
What it is
The Google Business Profile is your company's listing that may appear on Google Search and Google Maps: name, category, address, hours, photos, reviews, phone number, and website link.
It is free and managed with a Google account. It is not a website: it is how Google presents your business to people searching for it or searching nearby.
Why it matters
For a local business it helps people find complete information about the business:
- someone searching for a business or service nearby may find the listing in local results and on Maps;
- hours, photos, and reviews help decide whether to contact you or stop by;
- calls, directions, and website visits start from Maps and the listing;
- the listing's information also appears in other Google products.
An up-to-date listing helps people who don't know the business understand what it offers and how to get in touch. Search placement is not guaranteed; it also depends on the query, location, and Google's systems.
How to create or claim it
- Sign in with the company's Google account (preferably a shared one, not a personal one) and go to business.google.com.
- Search for the business name. If the listing already exists — for example because customers created it — choose Claim this business and request access as owner or manager.
- If the listing doesn't exist, create it by entering the business's real name, category, address (or service area), and phone number.
- Complete verification using the method Google offers for that business. Available options vary by business type and country; follow the instructions shown in the account.
- If the business has moved or changed its name, update the listing instead of creating a new one: two listings for the same business confuse Google and your customers.
Exact labels may vary with the Google version and account language.
Keeping it up to date
- Categories: the primary category helps Google understand what the business does. Choose the most precise one and add secondary ones only if relevant.
- Hours: enter regular hours and special hours for holidays and closures. Update them when they change and before each closure.
- Photos: upload real photos of the exterior, interior, team, and products. Update them when the business or premises change.
- Reviews: invite customers to leave a review without offering incentives. Reply politely and specifically to both positive and negative comments. Do not buy or post fake reviews.
- Consistent information: name, address, and phone number should match those on the website and other profiles (Facebook, Instagram). Consistency helps local visibility.
- Posts and updates: if the feature is available, you can publish news, offers, and photos. No posting frequency guarantees higher placement.
The link with Analytics
If you use Google Analytics 4 (GA4), you can link the Business Profile to the property. The link may make some local and interaction data available in GA4; the reports available depend on Google's current integration.
Linking requires two permissions: Manager access to the Business Profile and Editor permission on the GA4 property. If your Analytics reports are managed by an agency or consultant, whoever already has those permissions can do it directly.
In short
| What | When |
|---|---|
| Create or claim the listing | Once, as soon as possible |
| Complete verification | Right after creation |
| Update hours and closures | Before every closure or holiday |
| Add photos | Regularly, at least a few times a year |
| Reply to reviews | Always, as soon as possible |
| Link the profile to GA4 | If you use Analytics and have the required permissions |
See also: SEO overview and Instagram.