Google Business Profile

A free tool where you can manage your online presence across Google

Person Using Google on Laptop

In 2021, Google My Business officially became Google Business Profile. This is the fifth chapter in the rebranding saga that began with Google Local Business Center in 2005. That’s right—five name changes in 16 years. And now, we’re in an interim.

Google currently uses “Google My Business” and “Google Business Profile” interchangeably. It’s the same product despite the updated name, but Google has made it clear that this product is for big corporations, too, not just small businesses.

 “Today, Google My Business is critical for national brands with multiple locations – the Best Buys and Starbucks of the world. This is one reason why Google Business Profiles makes more sense as a name,” said Adam Dorfman for Near Media.

Here you can update your business information, interact with your customers, and connect people with essential details about your company. You don’t need a physical storefront to create a Google Business Profile listing. Instead, you can designate a service area if you offer services directly to customers.

All this information Is compiled into a Business Profile that appears within search results. It works in conjunction with your website by increasing the visibility of your business via Google Search and Google Maps.

Google Business Profile Steps Text Graphic

Things You Can Do with a Google Business Profile

  • Create posts, offers, and events
  • Respond to reviews
  • Send and receive direct messages
  • Post answers to frequently asked questions
Example Google Business Profile Ordering
Why It’s Important
  1. Local SEO

Google Maps takes its information directly from Google Business Profile listings. According to Google, “businesses that add photos to their Business Profiles receive 42% more requests for directions on Google Maps, and 35% more clicks through to their websites than businesses that don’t.”

  1. Legitimizing Your Business with Reviews

A Google Business Profile builds trust with potential customers by providing social proof. They combine a star rating with detailed reviews. Customers can share as little or as much information about your business as they like.

  1. Your Customers

People who want to visit your business rely on the information you provide. That’s why it’s crucial to have an up-to-date profile with as much detail as possible. It makes things more convenient for potential customers and provides them with a quick way to contact your business if they have questions.

Keep this in mind:

“Relevance, distance, and the prominence of the business all contribute to its standing in local search results. Verifying a business does not guarantee that it will appear in search. There’s no way to request or pay for a better ranking on Google Search or Maps.”


Your Google Business Profile is made up of business location information, web links, and attributes. These highlight essential info and show what makes your business unique. There are also specialized options for different industries, like booking options for hotels and reservations for sit-down restaurants.

  • Address
  • Service areas
  • Operating hours, including holidays hours
  • More Hours for specific services at different times (e.g., your restaurant opens at 11:30, but food delivery starts at 3:00.)
  • Phone number
  • Website
  • External links (e.g., appointment scheduling, menu, and ordering)
  • Products and inventory via Pointy’s POS connectivity
  • Services
Example Google Business Profile Overview
Example Google Business Profile Attributes


In 2020, Google rolled out five health and safety-related attributes at the height of COVID-19. Since then, they have expanded this attribute list with topics of company transparency and items that may affect a person’s visit.

  • Appointment required
  • Mask required
  • Temperature check required
  • Staff wear masks
  • Staff get temperature checks
  • Specific callouts for businesses that are owned by women, veterans, minorities, and members of the LGBTQ+
  • Wheelchair accessibility features
  • Gender-neutral restrooms
  • LGBTQ+ friendly and transgender safe spaces

“There’s little that compares to the feeling of walking into a place and being immediately comfortable—your shoulders loosen, your breathing slows, you physically relax, knowing you can be yourself.”

– Arjan Dijk, VP of Marketing at Google

What happens if your company has a Google Business Profile, but you don’t own it?

We recommend confirming that you have ownership over your Google Business Profile. Just because you can update your listing doesn’t mean ownership rights are in your account.

Manager access is not the same thing as ownership. And from experience, we know it can be an issue if a marketing company or external party owns the listing. They could withhold ownership until you pay a fee, or you could eventually be denied access altogether, among other sketchy behavior.

Unfortunately, ownership claims are typically a lengthy process. At the very least, you can expect a 10-day wait before you can fully manage all the features. That’s why it’s better to go through this recovery process before inaccurate information lands in your profile. If you need help claiming ownership of your Google Business Profile, just let us know. We’ll get the process moving for you.