SEO

Google Business Profile (formerly Google My Business)

Q: What is Google My Business (Google Business Profile)?

Google Business Profile (formerly Google My Business) is Google's free business profile tool. It controls how a business appears in local Google search, in Google Maps and in the Knowledge Panel — with address, opening hours, photos, reviews and posts.

Q: Who should have a Google Business Profile?

Every business with customer footfall or a service area. Shops, restaurants, law firms, tradespeople, medical practices, consultancies — all benefit. For purely online businesses with no physical presence or service area, a profile is often no longer permitted.

Q: How often should a Business Profile be updated?

At least monthly, ideally weekly. Google's algorithms favour active profiles: new photos, current posts (offers, news), occasional question-and-answer interaction, responding to reviews. Dormant profiles lose ranking in the Local Pack.

Q: Is Google Business Profile relevant to SEO rankings?

Enormously so for local queries. The profile determines placement in the Local Pack (the three map results at the top of the SERP) and in Google Maps. For searches with local intent (”dentist Frankfurt”, ”café near me”), the profile is often more important than classic website SEO.

Also known as: Google My Business, GMB, Google Business Profile, GBP

The Google Business Profile (GBP, known as ”Google My Business”/GMB until 2022) is Google's free business profile, which companies use to manage their presence in Google Maps and in local search results (the ”Local Pack”). It is the single most important lever for local SEO: without a verified profile, businesses do not appear in Maps and appear only to a limited extent for local queries such as ”hairdresser near me” or ”dentist Munich Schwabing”.

Fields that influence rankings

Primary category — the most important single ranking factor; choose it precisely.
NAP consistency — name, address and telephone number must match the website and directory listings exactly.
Opening hours — including special arrangements for public holidays.
Reviews — number, average rating and the owner's response behaviour.
Photos — owner and user photos, added regularly.
Description — 750 characters of text with relevant keywords and no stuffing.
Posts and offers — updates increase profile activity.

Local Pack ranking

The Local Pack (3 results with a map) is determined by three factors: relevance (does the category and profile content match the query?), distance (the searcher's location relative to the business) and prominence (reviews, backlinks, mentions, NAP consistency across the web). Distance cannot be influenced, but relevance and prominence can — and that is where the leverage lies.

Optimisation routines

Weekly: respond to new reviews (within 48 hours — the response rate is a ranking signal). Monthly: publish at least one post or offer and upload 3–5 new photos. Quarterly: revise the description, review new categories, analyse older reviews. Annually: a full NAP consistency audit across all directories.

Example from practice

Example: A Berlin dental practice starts out with an incomplete GBP profile and 11 reviews. After 4 months of consistent maintenance (24 new reviews, all answered within 24 h, 8 posts, primary category sharpened from ”doctor” to ”dentist”), the practice appears consistently in the Local Pack for ”dentist Berlin Mitte” — enquiries via the profile rise from 12 to 87 per month.

Frequently asked questions

What is Google My Business (Google Business Profile)?

Google Business Profile (formerly Google My Business) is Google's free business profile tool. It controls how a business appears in local Google search, in Google Maps and in the Knowledge Panel — with address, opening hours, photos, reviews and posts.

Who should have a Google Business Profile?

Every business with customer footfall or a service area. Shops, restaurants, law firms, tradespeople, medical practices, consultancies — all benefit. For purely online businesses with no physical presence or service area, a profile is often no longer permitted.

How often should a Business Profile be updated?

At least monthly, ideally weekly. Google's algorithms favour active profiles: new photos, current posts (offers, news), occasional question-and-answer interaction, responding to reviews. Dormant profiles lose ranking in the Local Pack.

Is Google Business Profile relevant to SEO rankings?

Enormously so for local queries. The profile determines placement in the Local Pack (the three map results at the top of the SERP) and in Google Maps. For searches with local intent (”dentist Frankfurt”, ”café near me”), the profile is often more important than classic website SEO.

Used in Rankmio for

Local visibility in the SEO audit

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Last updated: 2026-06-17 · Browse all glossary entries