What Is Google Business Profile?
Google Business Profile (GBP) — previously called Google My Business — is Google's free tool that lets business owners control how they appear in Search and Maps. When someone looks up your business name, or searches for what you offer near their location, your GBP listing is often the very first thing they see. It shows your address, phone number, opening hours, photos, reviews, and more — all pulled from a single dashboard you manage.
The name changed from "Google My Business" to "Google Business Profile" in 2022, and management moved directly into Google Search and Maps. Despite the rebrand, the purpose remains the same: give every local business a credible, visible presence in Google's ecosystem at no cost.
A well-maintained profile lets you do several important things at once:
- Take ownership of how your business is described and displayed online
- Build social proof through real customer reviews
- Rank in local search results and the Google Maps "local pack"
- Drive calls, direction requests, and website visits directly from Google
To understand everything GBP covers — from how it works algorithmically to what types of businesses it supports — visit our GBP Fundamentals hub. For deeper reading, we've put together dedicated pages on what Google Business Profile is, how it works, and the specific benefits it offers local businesses.
How to Claim an Existing Google Business Profile
Many businesses already have a listing on Google without ever creating one. Google generates these automatically using publicly available data — from directories, websites, or Maps contributions. If that's your situation, claiming the profile is your first move.
Search for your business name on Google. If a listing appears, look at the bottom of the knowledge panel for a link that says "Own this business?" Clicking it starts the claiming process.
There are two common situations you'll encounter:
- Google auto-created your listing — you'll see a "Manage now" button, and verification is typically quick
- Someone else created or manages it — you'll see a "Request access" button and will need to submit a request
Claiming a listing Google created automatically
Click "Manage now" on the listing. Google will confirm your business details and then ask you to verify ownership. Options typically include a phone call, SMS code, or a short video verification.
Requesting access when someone else manages the profile
If a previous employee, web agency, or third party created the listing, click "Request access" instead. The current owner receives a notification and has three days to respond. You'll need to provide:
- Access level — choose Owner if you're taking full control, or Manager if you'll share duties
- Your relationship to the business — owner, agency, or staff member
- Contact details — your name and phone number so Google can verify you
How to Create a Google Business Profile from Scratch
If your business has no Google presence at all, you can build a profile in around 15 minutes. The choices you make here — particularly your category and address — have a lasting impact on how Google classifies your business.
Before diving in, read our dedicated page on how to create a Google Business Profile for a thorough walkthrough. If you run a service-area business with no physical shopfront, see our guide covering GBP setup for service-area businesses.
Open Google Maps and add your business
Go to Google Maps, click the hamburger menu in the top-left corner, then select "Add your business." This is the entry point for creating a brand-new listing.
Enter your business name and choose a category
Type your business name and choose "Create a business with this name." Your primary category tells Google which searches you're relevant for — choose the most specific one that accurately fits. Read our GBP categories guide for help picking the right one.
Add your physical address
If customers visit you in person, select "Yes" and type your full address. After entering it, Google shows a map with a pin — drag it to your exact location. This matters for "near me" searches, where local ranking partially depends on proximity to the searcher.
Define your service area
If you go to customers rather than them coming to you — or if you do both — select "Yes" when asked about a service area and enter the regions you cover. Correctly defining your service area helps you surface in searches from surrounding neighbourhoods.
Add your phone number and website
Enter the phone number you want customers to call — ideally your primary business line — and your website URL. These appear prominently in search results, and a missing or incorrect phone number is one of the most common issues we see in profile audits.
Complete verification
Google requires you to verify that you actually own or manage the business before your listing goes live. The options available depend on your business type. See our full breakdown on the Google Business Profile verification process if you run into issues.
By phone or SMS
Google calls your number or texts a verification code you enter online
By email
A verification link or code is sent to the email address on file
By video
Record a short video showing your business location and operations
Instant verification
Available if your website is already verified in Google Search Console
If you run multiple locations, manage and track verification status through Google Business Profile Manager. You can also connect your GBP to Google Ads after verification to unlock local campaign features.
How to Optimise Your Google Business Profile
Getting verified is the starting point, not the finish line. The businesses that dominate the local pack — the three map results at the top of local searches — have put consistent effort into optimisation. We cover every aspect in our GBP Optimisation hub. The six areas below move rankings the most.
NAP Accuracy
Your name, address, and phone must be identical everywhere online — inconsistencies erode Google's trust in your listing.
Business Description
A clear, factual description that tells both Google and customers what you do, without promotional fluff.
Photos
Real, high-quality images of your premises, team, and products drive clicks and signal an active profile.
Reviews
Review volume, rating, and recency are all local ranking signals — a process for earning them is non-negotiable.
Review Responses
Replying to every review — positive or negative — demonstrates that your business is active and engaged.
Google Posts
Regular posts surface your offers and updates inside search results and signal continued activity to Google.
Get your NAP right — everywhere
NAP stands for Name, Address, and Phone number. These three pieces of information need to be worded and formatted the same way across your GBP, your website, and every online directory — Just Dial, Sulekha, IndiaMart, Facebook, and anywhere else you appear.
When Google crawls the web and finds conflicting information about your business, it loses confidence in your listing. That doubt translates directly into lower local rankings. Something as small as "Road" vs "Rd" or a different phone number on one directory can create a signal mismatch.
Write a description that works
Your GBP description (up to 750 characters) gives Google additional context about your business and helps customers quickly understand whether you're the right fit. Be specific and factual — mention your core services, location, and anything distinctive about how you operate.
Read our guide on writing a strong GBP description for examples and a formula you can follow.
Three things to leave out of your description:
- Salesy language like "best prices," "number one," or "guaranteed results"
- Links to other websites — Google won't display them anyway
- Content that doesn't directly describe the business (promotions, announcements)
Upload photos that make an impression
Photos do two jobs simultaneously. For Google, they signal that your profile is actively maintained. For potential customers, they answer the unspoken question: "Is this the kind of place I want to go?" A profile with no photos — or with blurry, outdated ones — loses both battles.
Upload photos of your frontage, interior, team, and products or work. Our page on adding photos to your GBP covers specs, naming, and frequency.
Build a review pipeline — and respond to every one
Reviews are arguably the most powerful ranking signal in local search. The businesses at the top of the local pack for any competitive term almost always have more reviews, higher ratings, and more recent activity than those below them.
The most effective ways to generate reviews on an ongoing basis:
- Ask directly at the point of service — most happy customers will leave a review if you simply ask
- Create a QR code card that links straight to your review page and hand it to customers
- Set up an NFC-enabled review stand or plaque at your counter or front desk
- Include your review link in receipts, invoices, or email footers
- Follow up with satisfied clients through WhatsApp or SMS a day or two after the job
When responding to criticism, keep your reply brief, professional, and focused on resolution — not defence. Acknowledge the experience, offer to make it right offline, and move on.
Publish Google Posts to stay visible
Google Posts appear in the "Updates" section of your profile. They let you promote offers, share news, or announce events directly inside search results — for free. Posting regularly keeps your profile looking active and gives customers something new to engage with each time they look you up.
There are three main post formats, each serving a different purpose:
Promotional offers
Share limited-time discounts, seasonal deals, or package pricing with a direct call-to-action. Ideal for driving conversions from customers already looking at your profile.
General updates
Announce new services, link to recent blog content, introduce team members, or share completed work. Good for keeping your profile fresh between active promotions.
Events
Promote upcoming workshops, open houses, product launches, or in-store events. Includes date and time fields so it appears in relevant searches automatically.
Want an expert to audit your profile?
Digiman Marketing manages GBP profiles for 100+ businesses across Chennai. We'll tell you exactly what's holding your ranking back — for free.
Key Takeaways
Google Business Profile is one of the few marketing channels that rewards consistency over budget. You don't need to outspend your competitors — you need to out-maintain them. A complete, accurate, regularly updated profile compounds over time in ways that a one-time effort never will.
- Claim or create your profile and finish verification before doing anything else
- Make sure your NAP matches across your website and every directory
- Write a clear, keyword-informed description focused on what you actually do
- Upload fresh, real photos of your location, team, and work
- Build a repeatable process for asking customers for reviews
- Respond to every review, positive and negative
- Publish at least two Google Posts per month to stay active
- Check your profile insights monthly to see what's working