Definition
Google My Business, renamed Google Business Profile in 2021, is Google's free tool that allows businesses to create and manage their listing visible in search results and on Google Maps. This listing displays essential business information: name, address, phone, hours, photos, customer reviews, and posts. Optimizing this listing is the cornerstone of local SEO as it directly determines visibility in the Local Pack. Google Business Profile also enables publishing news, responding to reviews, adding products and services, and accessing detailed visibility statistics.
Key Points
- Renamed Google Business Profile in 2021 but the old name is still widely used
- Essential for appearing in the Local Pack and Google Maps
- Complete 100% of your listing to maximize visibility
Practical Examples
Complete listing optimization
A law firm completes its entire Google Business Profile: 25 professional photos, 12 relevant categories, keyword-optimized description, precise hours, and weekly posts. Its visibility on local queries increases by 180%.
Multi-location management
A 30-store franchise uses Google Business Profile to manage all its location listings, ensuring information consistency and review responses from a centralized dashboard.
Frequently Asked Questions
Yes, creating and managing a Google Business Profile listing is entirely free. Google offers this tool to help local businesses be found on its services. There is no paid version of the listing, though Google offers local ads (Google Ads) as a complement.
After creation, Google sends a verification code by mail (5-14 days) or by phone/email for some businesses. Once verified, the listing typically appears within 24-48 hours. Optimization to reach the Local Pack can take several weeks to months depending on local competition.
Go Further with LemmiLink
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Last updated: 2026-02-07