What it means
Google Business Profile (formerly Google My Business) is the dashboard a business uses to control its listing on Google. It powers the local pack on Google Search, the business listing on Google Maps, and the right-rail Knowledge Panel that appears for branded searches.
Every legitimate business should have one. It is free and takes about an hour to set up properly.
Why it matters
For local service businesses, Google Business Profile is the single most important visibility asset on the internet in 2026. A complete Profile drives traffic from Google Maps, the local pack, voice search, and increasingly from AI engines that pull GBP data when asked about local services.
ChatGPT, Gemini, and Perplexity all surface businesses for "near me" queries by leaning heavily on Google Business Profile data. An incomplete Profile means missed AI citations even if your website is excellent.
How it's used
A properly optimized Google Business Profile includes:
- Verified business name, exactly as you use it everywhere else
- Complete address (or service area for mobile businesses)
- Categories (primary plus relevant secondary)
- Hours including special hours
- Phone, website, and booking link
- 30+ recent photos of work, premises, and team
- All applicable attributes (licensed, family-owned, EV-charger certified, etc.)
- Weekly Posts with offers, news, and educational content
- Genuine, growing review volume with replies to every review
- Q&A section seeded with common customer questions
Maintenance is ongoing, not one-time.