In short. Google Business Profile is a free tool for eligible businesses to manage their information on Google Search and Maps.

Definition: Google Business Profile is a free tool for managing how an eligible business appears on Google Maps and Search. As of 17 October 2026, Google's getting started documentation describes managing business hours, website links, phone numbers and location information through the profile.

Key facts

Google's eligibility overview covers storefront businesses and businesses that visit customers in person; online-only businesses are ineligible.
Google's editing documentation allows profile management directly on Search or Maps while signed into the associated Google Account.
Google's verification instructions state that Google automatically determines the available verification methods.
Google's local ranking guidance identifies relevance, distance and prominence as local ranking factors.

How is a profile claimed and verified?

Google's verification help directs businesses to add a missing business or claim an existing profile. Verification confirms control of the profile so business information can be managed. The available options depend on the business type, public information, region or business hours; Google may require more than one method.

To find the management interface on Google Search, the same instructions specify searching for the business name and city, or entering this query while signed into the associated account:

my business

Google's getting started guide directs authorized businesses to request ownership if someone else has already verified the profile.

Which information needs maintenance?

Google's representation guidelines require a name consistent with the business's real-world name on its storefront, website and stationery. Address details belong in their designated fields. Categories describe the core business, and the guidelines call for the fewest categories needed to represent it.

The same guidelines require a phone number connecting to the individual business location or a website representing that location. For a business with several branches, the destination website therefore needs to represent the relevant branch.

Google's editing guide distinguishes main opening hours from special hours for holidays or temporary periods. Website entries use a full URL including http:// or https://. Google reviews submitted changes before publishing them.

How do Google updates affect the listing?

Google's updates documentation explains that user reports and licensed content can lead Google to change profile information. Those changes appear across Maps, Search and other Google services.

In the profile editor, blue text identifies information changed by Google. A notification appears at the top of the page when the profile has Google updates. Profile management therefore includes reviewing Google's changes alongside submitting the business's own edits.

What determines local search visibility?

Google's ranking guidance defines relevance as how closely a profile matches a search, and distance as how far the business is from the searcher. Prominence describes how well-known the business is; linked websites, review counts and positive ratings contribute to this factor.

The same guidance says complete and accurate information makes businesses more likely to appear in local results.

FAQ

Should a business that visits customers display its home address?

Google's representation guidelines say businesses that serve customers at their locations, called service-area businesses, should hide their address. Its example is a plumber operating from a residential address.

How can I check what customers see?

Google's getting started guide recommends viewing your profile privately in Google Chrome or Google Maps.

Sources

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