Definition
A Google Business Profile listing is the visible result of registering a business on Google Business Profile. It appears as a rich panel displaying the name, address, phone number, opening hours, photos, customer reviews, directions, and website link. This listing appears in the local Knowledge Panel in Google search results, in the Local Pack (the top 3 results with map), and directly on Google Maps. Optimizing this listing (completeness of information, regular photos, review responses, posts) is a major lever for local SEO.
Key Points
- The listing must be verified by Google before publication (postal code or phone)
- Regular photos and posts significantly increase engagement
- Responding to all reviews (positive and negative) is a ranking factor
Practical Examples
Optimized vs. unoptimized listing
Two competing hairdressers in the same neighborhood: the first has a complete listing with 80 photos, 200 reviews (4.7 rating), and weekly posts. The second has only basic info and 15 reviews. The first dominates the Local Pack for all relevant queries.
Using Google Posts
A florist publishes a weekly Google Post with new arrangements and promotions. These posts appear directly on the business listing, increasing engagement and incoming calls by 25%.
Frequently Asked Questions
Go to business.google.com, sign in with your Google account, and follow the steps: enter your business name, select your activity category, add your address (or service area if you travel), and enter your phone and website. Google will then send a verification code to validate the listing.
Yes, service-area businesses (plumbers, electricians, delivery) can create a listing without displaying an address. Simply define a geographic service area. The listing will appear in local results for that area without revealing the office address.
Go Further with LemmiLink
Discover how LemmiLink can help you put these SEO concepts into practice.
Last updated: 2026-02-07