Everything to know about Google Business Profile, the service formerly known as Google My Business

Google Business Profile, formerly known as Google My Business, is a free service lets business owners manage the way their business appears on Google.

• Google Business Profile lets owners control how their business appears in Google search results.
• Google Business Profile is completely free, and caters primarily to smaller local establishments.
• Business owners can add images, contact information, descriptions of services, reviews, and more.

Ever wonder why certain businesses pop up on Google Maps while others don't show unless you search for them specifically? Or why some businesses pop in search results up with all their relevant information, such as operating hours and the phone number, crisply displayed?

In most cases, when a business is prominently displayed on Google Maps or in Google search results, it's because its owners took the time to use Google Business Profile to improve the way their business appears to Google users.

Launched in 2014 as Google My Business and changed to Google Business Profile in late 2021, this service from Google lets business owners create a profile for their business to which they can add images, contact information, a description of their services, reviews, and more.

Google Business Profile is separate from Google's online advertising program, known as Google Ads. Regardless, Google Business Profile is an invaluable tool that small, local businesses can use to maximize their exposure to potential clientele. And it's completely free. 

Sundar Pichai lauded the service in Google's 2023 Economic Impact Report: The Google CEO noted that one local Missouri business attributed 90% of its new customers to Google Business Profile. 

How do I set up Google My Business/Google Business Profile?

There are several ways to add your business to Google Business Profile, but the easiest route is to go through Google Maps.

Simply open Google Maps, right click anywhere on the Google Maps page and then click "Add your business" from the popup window. You will then be prompted to sign into Google, then you simply follow the step-by-step prompts. You'll be asked to confirm that your business has a physical location that people can visit, and then to add the address and contact information for it. You'll next add your website information, and then you choose how you want to confirm your profile, the options being a text or phone call with a verification code.

You can also add attributes to your business profile, such as whether your business offers free WiFi, wheelchair-accessible seating, dining options, etc. These attributes will show up when people search for your business on Google, Google Maps, or Google Pay.

Businesses without locations people can visit can still set up on Google Business Profile, such as service-based businesses that make deliveries or house calls, but in most cases, the benefits of Google Business Profile are limited to brick-and-mortar establishments where actual customer contact occurs.

How do I access Google Business Profile?

Once you have created or claimed your business on Google Business Profile (sometimes your business will already show up on Google; claiming it lets you take control of how it appears there), you can access it via Google Search. Just sign into Google and enter your business's name, or just type "my business" into the search bar.

You can also access your profile through Google Maps. While signed into Google, go to Maps and click on your profile image, then click on your business profile.

How long does it take to verify Google Business Profile?

It can take up to seven days for your business to be verified by Google Business profile, but in most cases, it will happen much faster than that. You will know your business has been verified by Google because Google will inform you with a message.

You will also see a blue check logo next to your business' information when you are signed into Google that confirms your business has been verified by Google. If your business is not visible on Google, is lacking this check mark, or you experience any other issues with Google Business Profile, contact Google for help.