What is Google Business Profile?
GBP (formerly Google My Business)
Definition
Google Business Profile (GBP) is the free listing that represents your business on Google Search and Maps — your hours, photos, reviews, posts, services and call button. For most local businesses it generates more enquiries than the website itself.
GBP is the raw material of the Local Pack: Google ranks profiles, not websites, for map results. A complete, active profile — precise primary category, all services listed, fresh photos, weekly posts, steady reviews with owner replies — consistently beats a neglected one.
It's also an entity anchor for AI search: assistants pull your rating, hours and location from GBP data, so inconsistencies between your profile and website confuse both Google and LLMs.
Example
A clinic that adds all 14 of its treatments as GBP services, posts weekly and grows reviews from 20 to 120 in six months typically sees profile views, direction requests and calls multiply — with zero ad spend.
Why it matters
It's free, it compounds, and it's usually the highest-ROI asset a local business owns. It's also the first thing customers check before calling.
Google Business Profile, answered.
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Same thing. Google renamed Google My Business (GMB) to Google Business Profile in 2021. The dashboard moved into Google Maps and Search directly.
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