What is a Google Business Profile and why do I need one?

The fuller answer

It was called Google My Business until 2021. It is free to create and to manage, and it is managed from Search and Maps, no separate website needed. The sections below cover what is on it, why it matters, how to set one up and what changed recently.

What is on a Google Business Profile?

• Basics: business name, primary and additional categories, address or service area, phone, website, hours and special hours.
• Proof: reviews and your replies, photos and videos, attributes (like wheelchair access), services or products.
• Actions: call, directions, website, bookings, messaging where available, and posts for offers and events.

Each physical location has its own profile. Google decides what shows for each search, so the same profile looks different on different queries.

Why do I need a Google Business Profile?

• You show up in the map results for searches like "plumber near me", which a website alone may not.
• You control the facts: a wrong phone number or closed-hours error sends customers to a competitor.
• You can reply to reviews and report fake ones, only if the profile is verified.
• You can see how customers find you in the profile's performance data.
• AI assistants and Google's own AI features pull local facts from it, so an incomplete profile limits how often you are named. See how to appear in AI answers.

Google says a verified, complete profile helps customers find you, but it does not promise any rank. Local results are based mainly on relevance, distance and prominence (how Maps ranking works).

Who is eligible for a Google Business Profile?

Businesses that meet in person with customers during stated hours, or that travel to customers in a defined service area, can have one. Pure online businesses, and addresses like virtual offices or mailboxes, are generally not eligible. Google also checks the address against its address guidelines. Check Add or claim your Business Profile before you start.

How do I set up a Google Business Profile?

• Search your business name first. If a profile exists and is unverified, claim it. If another owner has verified it, request ownership.
• Otherwise go to business.google.com/add, enter the name, category, address or service area, phone, website and hours.
• Verify with the method Google offers (all verification methods).
• Add photos, a description, services, and then reply to reviews as they come.

Use a Google account that belongs to the business. Keep the name exactly as it appears on your sign.

What changed in 2025 and 2026?

Google has been changing Business Profile quickly. Notably, the public Q&A section on Maps was largely removed in favor of an AI-powered Ask button that answers from your profile and reviews (report on Google removing Q&A). Verification now includes video recording and live video calls (Google's verification help), and appeals for suspended profiles go through a dedicated tool. Features differ by country and category, so check your own dashboard. We keep a running list in Google Business Profile updates 2026.

How do I keep it working for me?

A profile is not a set-and-forget listing. Check it weekly, reply to every review, add real photos, and update hours before holidays. For the full checklist read Google Business Profile optimization. Run the free Google Business Profile audit to see what is missing. If you have many locations, see Google Business Profile management.

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