Google Business Profile is a free tool from Google that lets businesses manage how they appear in Google Search and Google Maps, including their name, address, phone number, opening hours, photos and reviews. It is important because, for many local searches, your profile is the first thing potential customers see, often before they visit your website.
It was previously known as Google My Business, and you may still see that name used.
What a Google Business Profile Shows
When someone searches for your business by name, or for a service you offer nearby, your profile can appear in the map results or as a panel alongside the search results.
It typically shows your business name, category, address or service area, phone number, website link, opening hours, photos, reviews and answers to common questions. Customers can call you, get directions or visit your website with a single tap.
You can also post updates, list your services or products and respond to reviews, all from the profile.
Why It Matters for Local Businesses
For businesses that serve customers in a particular area, the profile is often one of the most visible parts of their online presence. A café in Faversham, a dentist in Sevenoaks or a mobile mechanic covering Medway can all reach nearby customers through their profile.
Many customers make decisions directly from the profile. They might check your opening hours, read a few reviews and call you without ever visiting your website. An incomplete or outdated profile can lead them to choose a competitor instead.
Google Business Profile also plays a part in local search visibility. Google explains that local results are mainly based on relevance, distance and prominence, and an accurate, complete profile helps with relevance.
Setting Up and Verifying Your Profile
Creating a profile is free. You add your business details, choose your main category and then verify that you are authorised to manage the business. Google offers different verification methods, depending on the business.
Verification matters. Without it, you may not be able to manage all of your details or respond to reviews, and your profile may not appear as you would like.
Businesses that visit customers, such as trades, can hide their address and show the areas they serve instead.
Keeping It Useful
A profile is not something to set up and forget. Opening hours change, new services are added and customers leave reviews that deserve a reply. Keeping everything accurate shows customers that your business is active and reliable.
Photos are worth updating too, as they help customers know what to expect.
If you would like help getting the most from your profile, our Google Business Profile optimisation service covers your information, categories, photos and reviews. Please get in touch if you would like us to take a look.
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