What Is Google Business Profile? Definition
A free business profile on Google, essential for local SEO and visibility on Google Maps.
What is Google Business Profile?
The Google Business Profile (formerly Google My Business) is a free business profile that appears in Google search results and on Google Maps. It contains the business name, address, opening hours, photos and customer reviews.
Example: someone searches for "dentist near me" on their phone. Next to the map, Google shows the profiles of nearby practices with opening hours, photos and reviews. A practice with a complete, verified profile can be called or navigated to straight from that result.
Why does it matter?
- Local SEO – crucial for local searches such as "SEO agency Zurich"
- Google Maps – increases visibility in map search
- Trust signal – reviews and complete profiles build trust
- AI visibility – Google also uses Business Profile data for AI Overviews
The profile is one part of local search visibility. Our local SEO service covers the profile together with your website and other local signals.
Frequently asked questions
What is Google Business Profile?
Google Business Profile, formerly Google My Business, is a free business profile that appears in Google search results and on Google Maps. It shows the business name, address, opening hours, photos and reviews.
How does Google Business Profile work?
The Google Business Profile is your free business profile on Google. It appears in local search and on Google Maps and shows opening hours, address, reviews and posts.
Who can edit a Google listing?
Anyone verified as the owner or manager of the profile can edit the listing. Verification is handled by Google, and without access you can only submit corrections through "Suggest an edit".
Why does Google Business Profile matter for local SEO?
An optimized profile is one of the strongest factors for local visibility. It helps decide whether you appear in the local map pack and affects trust and click-through rate.