What is Google Business Profile?
Google Business Profile (formerly Google My Business) is Google's free local-business listing system that powers the Google Maps panel, the local 3-pack on Search SERPs, and entity verification in the Knowledge Graph. A verified GBP listing is the single highest-leverage local-SEO signal available to a brick-and-mortar business.
What to know in practice
- Required for entry into the local 3-pack — without a verified GBP, a business cannot appear in 'near me' or city-name queries regardless of organic SEO strength.
- GBP signals Google uses for ranking: completeness of profile (hours, photos, services, attributes), review volume + recency + sentiment, citation consistency across the web, and proximity to searcher.
- Verified GBP is one of Google's strongest single inputs to Knowledge Graph entity resolution for local businesses — typically resolves entity confusion within 2-6 weeks of verification.
- GBP categories matter more than the business name for ranking — pick the most specific primary category available; add 1-3 secondary categories for adjacent service lines.
Common misconception
Creating a GBP listing isn't the verification step — Google sends a postcard, phone call, email, or video verification request after creation that must be completed before the listing appears in Maps or local-pack results. Unverified listings are invisible to users.
Related terms
- Google Knowledge Graph → SEO & AEO
- E-E-A-T → SEO & AEO
- Schema Markup → SEO & AEO