Google Business Profile

What a Google Business Profile means for local firms

Google Business Profile, previously called Google My Business, is the free listing that shows your business in Google Maps and in local results. It includes your name, category, address or service area, hours, phone, website, photos, reviews and posts. Profiles must follow Google's guidelines for representing your business.

A local example

A mobile dog groomer has a profile showing her home address. Customers turn up at her house expecting a salon. She switches to a service-area business, hides the address, lists the towns she covers and adds photos of her van and finished grooms. Confusion stops and enquiries rise.

How to check yours

Search your business name on Google and look at the panel on the right, or at the top on mobile. Check the name, category, hours, phone, website link and photos. Sign in to the profile and review the categories, services and attributes. Check for suggested edits from Google or the public that may have changed your details.

Local mistakes to avoid

• Adding keywords or locations to your business name.
• Choosing a broad primary category when a precise one exists.
• Letting bank holiday hours go out of date.
• Buying or swapping reviews, which Google prohibits.

AffordSEO's local basics include a profile checklist and post suggestions.

Why it brings local enquiries

For many local searches, people decide from the profile without visiting a website. They call, ask for directions or read reviews straight from the listing. A complete, accurate profile with real photos and good reviews is often the most valuable thing a local business can improve.

Other local search terms

• Local SEO: Optimising to appear in local pack and localised organic results.
• Local pack: The map-based local results block on many Google SERPs.
• NAP: Name, address and phone number. Keeping them consistent supports local trust.
• Citation: A mention of your business NAP on another site or directory.