Google Business Profile.
Google Business Profile (formerly: Google My Business) is the free Google tool for managing your local business presence. It controls what is displayed in Google Maps, the Local Pack, and the Knowledge Box — and is the most important lever for local SEO.
Google Business Profile — Explained in Detail
Google Business Profile (GBP, formerly: Google My Business) is a free Google service that allows businesses to manage their appearance in Google Search and Google Maps. An optimized GBP shows: business name, address, opening hours, phone number, website, photos, customer reviews, posts, and products. It is the foundation for local SEO and appearing in the Local Pack (the 3 local results with a map).
Why is Google Business Profile so important? Over 90% of users look at Google reviews before contacting a local business. Companies with a fully completed GBP appear significantly more often in the Local Pack — and thus for all local search queries with geographic relevance ('web design agency Zurich', 'restaurant nearby'). GBP data is also used as an entity source in Google AI Overviews and AI assistants.
Optimization tips for your Google Business Profile: Fill in all fields completely (name, category, description, opening hours, website). Regularly upload high-quality photos. Actively collect reviews and respond to every review (positive and negative). Publish weekly GBP posts. Enter products and services. Ensure consistent NAP data (name, address, phone number identical across all online listings).
Related Page
GEO & Local SEOFrequently Asked Questions About Google Business Profile
Steps for an optimized GBP: 1) Fill in all fields completely — especially description (500+ characters), category, and opening hours. 2) Upload at least 10 professional photos. 3) Actively collect reviews (e.g., via QR code on invoices). 4) Respond to every review. 5) Publish weekly GBP posts. 6) Enter services and products.
Proven methods: Send a direct GBP review link to satisfied customers (via Google's own link generator). Place QR codes for reviews on business cards, invoices, and in the store. Ask for a review after every completed project. Respond to all existing reviews — this shows other users that you are active.
Google Maps is the navigation software and map service. Google Business Profile is the tool you use to manage your listing in Google Maps (and Search). A listing in Google Maps is created automatically when Google recognizes your business — but only through Google Business Profile can you actively control and optimize it.
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