What Is Google Business Profile? The New Name of Google My Business
What is Google Business Profile (formerly Google My Business), what is it for, is it paid, who can open one? A simple starter guide for business owners.
By BadePlus
When you search for a business on Google, the information card that opens on the right or on the map is that business's Google Business Profile. The address, phone number, opening hours, photos and customer reviews appear on this card. Many business owners still know this service by its old name, Google My Business. In this article we explain, in plain language, what the profile is, what it's for and how it's managed.
Is it the same as Google My Business?
Yes. At the end of 2021, Google renamed "Google My Business" to "Google Business Profile". It wasn't only the name that changed but also the place where you manage it: you now manage your profile directly from Google Search and Google Maps; the old Google My Business app has been retired. Your profile, your reviews and your photos stay right where they were.
What appears on the profile?
- The business name and category (such as "Dentist" or "Cafe")
- The address and the location on the map, or the service area
- Opening hours and hours on special days
- Phone, website and directions buttons
- Photos and videos
- Customer reviews and the average rating
- Posts: announcements, campaigns, events
- Services, products and the business's attributes (such as parking and wheelchair accessibility)
What is it for?
You show up in searches near you. For searches like "pharmacy near me", "breakfast downtown" or just "hairdresser", Google shows a list of businesses on the map. The way to be in that list is a Google Business Profile.
Customers reach you with one tap. Calling you, getting directions or going to your website is one tap away from the profile.
You earn trust. New customers look at reviews and photos before deciding. Reviews that are replied to regularly give the impression of a business that cares about its customers.
You can measure results. Google shows how many people saw your profile and how many called you, got directions or clicked through to your site.
Is Google Business Profile paid?
No, opening and managing the profile is free. Google doesn't change the ranking on the map for a fee. The only paid thing is optional Google Ads; ads are shown separately with a "Sponsored" label.
Who can open a profile?
Businesses that have face-to-face contact with their customers: those with an address that customers visit (a store, restaurant, clinic) or service businesses that go to the customer (a plumber, a cleaning company). Under Google's rules, businesses that sell only online and never meet customers face to face can't open a profile.
Who manages the profile?
More than one person can be authorized on a profile. Owners can add and remove managers and can remove the profile; managers edit the details, reply to reviews and share posts. Instead of giving your password to your agency or employee, it's safer to add them as a manager.
Why do you need a profile when you have a website?
Your website and your Google Business Profile do different jobs. Your website describes your business in detail and appears in the blue links of Google Search. Your profile appears on the map and in the local results list; customers often call or get directions from the profile without ever visiting your site. In most "near me" searches, the first thing people see is the profile. The two complement each other: the website link on the profile takes visitors to your site, and a consistent address and phone number on your site help Google trust your profile.
Where do you see your profile's results?
Sign in with the Google account you manage your profile with and search for your business's name on Google; the "Performance" section in the management area that opens shows how many people saw your profile, which searches found you and how many called you, got directions or clicked through to your site. Comparing these numbers month by month is the easiest way to tell whether your work is paying off.
Why should the profile be managed regularly?
Your profile isn't made up only of the information you enter. Users can suggest changes to opening hours or phone numbers, and Google can update some details on its own. Reviews arrive every day and wait for a reply. A profile that hasn't been updated for a long time, with outdated photos or wrong hours, loses customers. That's why we recommend checking your profile at least once a week.
Where should you start?
- If you don't have a profile: guide to adding your business to Google Maps
- If your profile isn't verified: Google Business Profile verification guide
- If you're wondering how to reply to reviews: guide to replying to Google reviews
- If you want to rank higher on the map: guide to ranking higher on Google Maps
Leave the regular management to BadePlus
BadePlus manages your Google Business Profile through Google's official connection: it replies to reviews with AI, prepares your posts every week, tracks your ranking on Google Maps and shows what's missing from your profile. If you have more than one business, you manage them all from one dashboard. Start your 3-day free trial.