Definition

Google Business Profile (GBP)

A Google Business Profile is the free business listing that appears in Google Search and Google Maps, showing your name, location, hours, reviews, photos and services.

Formerly called Google My Business, the profile is usually the first thing people see when they search for a business by name or look for a service nearby. It's where customers read reviews, check opening hours, call, ask for directions or visit your website.

A strong profile has the most accurate primary category, a complete list of services, real photos, regular posts, and a steady flow of genuine reviews with replies. Business names must match your real-world name; adding keywords to the name breaks Google's guidelines and can get the profile suspended.

A Google Business Profile in practice

An estate agent in Manchester sets its primary category to "Real estate agency", adds services like lettings and property management, uploads photos of the office and team, posts weekly market updates and replies to every review. Calls and direction requests from the profile become one of its largest sources of enquiries.

Common questions about Google Business Profile

Is a Google Business Profile free?

Yes. Creating and managing a profile is free. You only pay if you choose to run ads.

How do I verify my Google Business Profile?

Google offers verification by video, phone, text, email or postcard, depending on the business. The options shown are decided by Google for each profile.

Can I add keywords to my business name?

No. Your profile name should match your real business name on signage and documents. Adding keywords breaks Google's guidelines and can lead to suspension.

How often should I post on my profile?

Posting once a week is a good habit. Posts about offers, updates and useful tips keep the profile active and give customers more reasons to contact you.