Google Business Profile (GBP) — formerly known as Google My Business — is a free tool provided by Google that allows businesses and organizations to manage how they appear in Google Search and Google Maps. When users search for a business by name or for local services (e.g., "coffee shops near me"), the Google Business Profile listing provides key information directly in the search results: business name, address, phone number, hours of operation, website link, photos, reviews, and more. For any business with a physical location or service area, an optimized GBP listing is one of the most important local SEO assets available.
Key Features of Google Business Profile
A complete GBP listing enables several critical local search features. The Knowledge Panel appears on the right side of desktop search results when users search for a business by name. The Local Pack (also called the Map Pack) shows three local business listings at the top of results for location-based queries — GBP optimization is the primary factor in appearing here. Business owners can post updates, offers, and events through GBP Posts. The Q&A feature lets users and the business answer common questions publicly. Review management — responding to customer reviews — is done through the GBP dashboard. Photos and videos uploaded via GBP appear in Maps and Search results.
Why It Matters for SEO
Google Business Profile is the foundation of local SEO strategy:
- An optimized GBP is the single most impactful action for appearing in local pack results
- Customer reviews on GBP directly influence local rankings and click-through rates
- Accurate NAP (Name, Address, Phone) data on GBP serves as the authoritative source for business information
- GBP insights provide data on how users find and interact with your listing
- Businesses without a verified GBP listing are nearly invisible in local search