What is Google Business Profile?

Google Business Profile helps people find, contact, and trust your business when they search on Google.

In practical terms, it allows you to:

• Appear in Google Maps

• Appear in local search results (the map listings)

• Show key information instantly, without users needing to visit your website

• Receive phone calls, messages, direction requests, and bookings directly from Google

• Build trust through reviews, photos, and recent activity

For many local businesses, Google Business Profile becomes the first point of contact, even before the website.

Is Google Business Profile worth having?

Yes — for most local and service-based businesses, Google Business Profile is one of the highest-impact tools available, especially because it is free.

It is worth having because:

• Many users never click websites — they call directly from Google

• Local searches often show map results before websites

• Reviews influence decisions instantly

• Google trusts businesses that keep profiles accurate and active

If your business relies on local customers, calls, bookings, visits, or enquiries, a Google Business Profile is not optional — it is essential.

Is Google Business Profile free?

Yes.
Google Business Profile is 100% free to create, verify, and manage.

There is:

• No monthly fee

• No setup cost

• No requirement to run ads

Paid services only come into play if you choose to advertise or hire someone to manage or optimise your profile — the profile itself is always free.

Who qualifies for a Google Business Profile?

A business qualifies for Google Business Profile if it serves customers in person, either at a location or at the customer’s location.

Businesses that qualify

• Shops, restaurants, cafés, salons

• Trades and contractors (plumbers, electricians, builders)

• Service businesses (cleaners, locksmiths, web designers)

• Professionals (dentists, accountants, solicitors)

• Agencies and studios

• Multi-location businesses

Service-area businesses (important)

If you visit customers instead of serving them at a shop, you still qualify.

Examples:

• Mobile trades

• Home services

• Consultants

• Freelancers serving local clients

These must be set up correctly as service-area businesses, without displaying a home address publicly.

Who does NOT qualify?

Businesses that do not interact with customers directly usually do not qualify.

Examples:

• Purely online stores with no in-person interaction

• Affiliate websites

• Lead-generation sites pretending to be businesses

• Virtual offices used only to appear local

Using fake addresses or virtual offices can lead to suspension.

How Google Business Profile helps you get found locally

Google uses your profile to understand:

• What you do

• Where you operate

• When you’re available

• How trustworthy your business appears

Your profile supports local visibility by improving:

• Relevance – how well you match the search

• Distance – proximity to the search area

• Prominence – trust, reviews, activity, reputation

This is why two businesses with similar websites can perform very differently in local search.

What information appears in a Google Business Profile?

A complete profile can show:

• Business name

• Category

• Address or service area

• Phone number

• Website

• Opening hours

• Reviews and ratings

• Photos and videos

• Services or products

• Posts and updates

• Questions and answers

• Messaging and booking options

The more complete and accurate this information is, the easier it is for customers to choose you.

Do I need a website if I have Google Business Profile?

Yes — but they serve different purposes.

Google Business Profile:

• Captures quick actions

• Handles calls, directions, reviews

• Supports local visibility

Your website:

• Explains services in detail

• Builds authority

• Converts more complex enquiries

• Supports SEO beyond local search

They work best together, not as replacements.

How verification works (and why it matters)

Verification proves to Google that you are the real business owner.

Depending on the business, verification may involve:

• Postcard

• Phone call

• Email

• Video verification

Until verification is complete:

• You don’t fully control the profile

• Google may limit visibility

• Changes may not be trusted

Never share verification codes with anyone.

How long does it take to see results?

There is no instant ranking guarantee.

However, businesses often see:

• Calls and direction requests within days of verification

• Improved visibility within weeks

• Stronger performance over months with consistent updates

Activity, accuracy, and reviews matter more than shortcuts.

Reviews and trust signals explained

Reviews influence:

• Click decisions

• Calls

• Prominence signals

Best practices:

• Ask real customers

• Respond calmly and professionally

• Avoid incentives

• Never use fake reviews

Even negative reviews, when handled well, can increase trust.

Photos and activity: why freshness matters

Google prefers active, real businesses.

Adding photos and updates:

• Shows the business is alive

• Builds visual trust

• Improves engagement

• Reduces uncertainty for customers

Fresh photos often outperform polished stock images.

Common mistakes competitors don’t explain

Most guides skip these critical issues:

• Keyword stuffing in business names

• Using addresses incorrectly

• Choosing the wrong primary category

• Inconsistent phone numbers across the web

• Ignoring suggested edits

• Making too many changes at once

• Leaving profiles unmanaged for months

These mistakes cause poor performance or suspensions.

Can Google Business Profile be suspended?

Yes.

Common reasons include:

• Address violations

• Name manipulation

• Fake locations

• Duplicate listings

• Policy breaches

Recovery is possible, but prevention is far easier than appeals.

Is Google Business Profile enough on its own?

For very small businesses, it can generate enquiries on its own.

For growth and stability:

• Combine GBP with a website

• Maintain NAP consistency

• Build local citations

• Encourage reviews naturally

This creates long-term visibility instead of temporary spikes.

Final takeaway for users

Google Business Profile is not just a listing.

It is:

• A discovery tool

• A trust signal

• A contact point

• A reputation platform

When set up correctly and maintained honestly, it becomes one of the most powerful assets a local business can have.