What is the Google Business Profile?

Google Business Profile: definition

The Business Profile is the information panel that Google displays next to results and in Maps when someone searches for a company name or a local service. The service used to be called Google My Business; it was renamed in 2021. The profile is managed directly through Search and Maps.

For customers, it is often the first point of contact with a business: at a glance they see whether it is open, how other customers rate the company, and how to get there. For Google, the profile provides basic data that feeds into local results.

How the profile works

A profile is created and must be verified, for example by postcard, phone, email, or video; which methods are available is decided by Google for each business. Owners then maintain their details and reply to reviews. Posts can also be published, but more important than activity for its own sake is that the basic data is correct. These components matter most:

• Primary category and additional categories that describe the offer precisely
• Opening hours, including special hours on public holidays
• Services or products with a short description
• Genuine photos of the team, the business, and finished work
• Website link, phone number, and, where applicable, appointment booking
• Reviews and your replies to them

Real-world example: duplicate listings for a practice

A physiotherapy practice is listed on Google under two profiles—one from the previous owner, one newly created. Opening hours differ, reviews are split between both listings, and patients do not know which phone number applies. As a result, new patients sometimes call the wrong listing or leave poorer reviews because they stood in front of a closed door.

After taking over ownership, reporting the duplicate to Google, correcting the category, and replying to all reviews, the practice is clearly findable and looks more trustworthy. For practices, law firms, and other professions bound by confidentiality, one more rule applies: reply to reviews only in general terms and give no details, because even confirming a treatment or client relationship can be problematic.

Benefits, limitations, and common mistakes

The profile is free and reaches prospects at exactly the moment they search. Google sets rules: the name must match the real-world branding, reviews must not be bought or rewarded, and listings without genuine customer contact are not permitted. Violations can lead to suspension. Third parties can also suggest edits, so the details should be checked regularly. Google replaced the former Q&A feature with AI-based answers in 2025.

• Outdated opening hours, for example on public holidays
• A wrong or overly generic primary category
• Reviews left unanswered or answered unprofessionally
• The profile belongs to a former agency or a former employee
• Duplicate profiles for the same location

What companies should look out for

Decide who manages the profile, and name at least two people responsible. Add UTM parameters to the website link so that visits from the profile can be recognized in Google Analytics. Nano Concepts helps with setup, cleaning up duplicate listings, and aligning the profile with your website and location pages.