Google My Business
Google My Business (Google Business Profile) is the free tool for local businesses to gain visibility in Google Search and Maps.
What is Google My Business / Google Business Profile?
Google Business Profile (known in German as "Google Unternehmensprofil") is a free tool from Google that allows businesses to control how they appear in Google Search and Google Maps. Here, key information such as address, opening hours, phone number, website, photos, and reviews can be managed. For local businesses, it is the most important tool for being found online.
Important note on terminology: The former name "Google My Business" (often abbreviated as GMB) was renamed "Google Business Profile" (GBP) in 2021. It is the same service, just under a new name. Since many people still search for the old term, both names are still used synonymously today.
Why is the profile so important?
The crucial point is visibility in the so-called Local Pack. For local searches, such as "dentist nearby" or "bakery Berlin," Google no longer simply shows ten classic results. Instead, a prominent box with three local businesses and a map excerpt appears. If you don’t make it into these top 3, you are practically invisible to a large portion of searching customers. This is precisely where the Google Business Profile plays a decisive role, as it is the most important basis for placement in the Local Pack.
The three pillars of local ranking
According to Google, local placement is determined by three main factors:
- Relevance: How well does the profile match the search query? Here, the correct choice of categories is crucial, as it is considered one of the strongest local ranking factors.
- Distance: How far is the business from the searcher’s location or the searched location?
- Prominence: How well-known and established is the business? This includes reviews, mentions on the web, and the general online presence.
The key components of a profile
- Business information: Name, address, phone number (often referred to collectively as NAP data), opening hours, and website.
- Categories: The classification of the business, such as "Italian restaurant." Particularly important for relevance.
- Reviews and ratings: Customer reviews along with the option to respond to them.
- Photos: Images of the business, products, or premises.
- Posts (Google Posts): Current updates on offers, news, or events.
- Attributes: Additional features such as "wheelchair accessible," "outdoor seating," or "pickup available."
How to optimize your Google Business Profile
- Complete the profile fully: The more complete and accurate the information, the better. Completeness is an important signal.
- Complete verification: Only after confirming ownership can the profile be fully managed.
- Keep NAP data consistent: Name, address, and phone number should be exactly identical across all platforms (website, directories, profiles). Inconsistencies weaken local ranking.
- Choose the right categories: Set the primary category as precisely as possible.
- Actively encourage and respond to reviews: Collect genuine reviews and respond professionally to each one, including critical feedback.
- Stay active regularly: Fresh photos, regular posts, and responded-to reviews signal to Google that the business is active and well-maintained.
Current developments: AI and new features
Google Business Profile is also evolving with AI-powered search. Google now automatically creates AI-generated summaries of businesses, drawing from descriptions, reviews, and posts. Profiles with consistent, well-maintained content are displayed more prominently, while thin or inconsistent profiles fall behind. Additionally, new practical features have been introduced, such as the option to add a WhatsApp contact or schedule posts in advance. Since AI responses (AI Overviews) are increasingly appearing in local searches, a complete and trustworthy profile is becoming even more important.
Conclusion
Google Business Profile, formerly known as Google My Business, is the central and free tool for local visibility in Google Search and Maps. It plays a decisive role in whether a business appears in the important Local Pack of the top 3. Placement is based on relevance, distance, and prominence, with the correct choice of categories, consistent NAP data, and well-maintained reviews being the most effective levers. For any locally operating business, a fully completed, verified, and actively maintained profile is therefore essential, especially as local search continues to gain importance through AI features.