TL;DR: The original name for Google Business Profile, the free Google product that controls how your business appears in Google Search and Google Maps.
In a nutshell
Google rebranded GMB to Google Business Profile in 2021, but the listing is the same: name, address, phone, hours, photos, reviews, and posts. For any business with a location or service area, a complete and active profile is the single highest-leverage local SEO asset. Example: it controls the three businesses shown in the local pack.
Quick answer: Google My Business (now officially called Google Business Profile) is the free Google product that controls how your business appears in Google Search, Maps, and the local pack. For any business with a physical location or defined service area, a complete and well-maintained Business Profile is the single highest-leverage local SEO asset available.
What Is Google My Business?
Google My Business is the former name for what is now called Google Business Profile (GBP). Google rebranded the platform in 2021. Whether you call it GMB or GBP, it refers to the same thing: the free business listing that appears in Google Search and Google Maps.
If you’ve ever searched “pizza near me” and seen a map with three business listings, those are Google Business Profiles. That’s the local pack, and it’s prime real estate for any business serving a local area.
What Can You Do With Google Business Profile?
- Set your business name, address, phone number, and website
- Add photos, videos, and posts
- Collect and respond to customer reviews
- List your opening hours, services, and products
- Appear in the local pack for relevant searches
Why Google Business Profile Matters for Local SEO
Your GBP is often the first thing a potential customer sees. Key ranking factors include:
- NAP consistency: Your Name, Address, and Phone number must match everywhere online, including across local citations on directories.
- Review quantity and quality: More positive reviews improve local rankings
- Profile completeness: Fill every section, categories, services, opening hours
- Regular activity: Post updates and respond to reviews regularly
- Backed by local link signals. Local link building from community sites and press reinforces the local relevance signals Google reads.
How BrisTechTonic Can Help
Our Google Business Profile optimisation service covers full profile setup, ongoing management, and local SEO strategy, helping you dominate the local pack in your area.
Why Google Business Profile Matters
For local searches, Google Business Profile listings often appear above the standard organic results in the local pack. They show your business name, rating, review count, hours, photos, and contact details. They are also where customers book appointments, get directions, and place phone calls directly from search.
What to Optimise on Your Profile
- Complete every field. Categories, hours (including holiday hours), service areas, attributes, phone, website, and a complete description.
- Add high-quality photos. Profile photos, cover photos, interior, exterior, team, and product photos. Profiles with more photos get more views and clicks.
- Collect reviews consistently. Review velocity (steady recent reviews) is a stronger ranking signal than total volume. Aim for two to five new reviews monthly minimum.
- Respond to every review. Owner replies signal that the business is engaged and care about customer experience.
- Post updates regularly. Google Posts allow you to publish offers, events, and updates that appear on your profile. Active posting indicates an active business.
- Verify and maintain accuracy. NAP (name, address, phone) must match exactly across your website, citations, and Business Profile.
What Hurts Your Profile
- Inconsistent NAP across the web
- Stale information (wrong hours, outdated photos, never-updated description)
- Suspicious-looking review patterns (sudden bursts of generic reviews)
- Multiple listings for the same business (causes Google to penalise both)
- Categories that do not actually match your services
Further reading
Frequently Asked Questions
Is Google My Business free?
Yes. Both the listing itself and the management tools are free. The cost is the time to set up properly and maintain over time.
How do I get into the local pack?
Three things compound to drive local pack rankings. A complete and verified Google Business Profile. Consistent NAP and citations across the web. Steady review velocity. On top of these, proximity to the searcher and category relevance are the auction-time factors.
How often should I post on my Business Profile?
Once a week is a strong baseline. Profiles with regular posts (offers, updates, events) get more visibility than dormant profiles. The content does not need to be elaborate; consistency matters more than depth.
Can I have multiple Google Business Profiles?
One per physical location, plus one per service-area business that operates from a single base. Multiple profiles for the same business at the same address violate Google’s guidelines and trigger suspensions.
Take this further
For any business with local customers, Google Business Profile is the single highest-impact free SEO asset. We optimise GBP as part of every local SEO engagement.
Real example: how local SEO and a strong GBP helped a Bristol electrician triple organic traffic.
Ready to apply this to your own site? Book a free discovery call, or explore our SEO packages.