Google Business Profile (formerly Google My Business) is a free tool that lets businesses create and manage a public profile on Google. This profile appears in Google Search results, Google Maps, and the Local Pack when people search for your business name or related services nearby.
What does a Google Business Profile include?
A GBP listing typically shows:
- Business name, address, and phone number (NAP)
- Operating hours and holiday schedules
- Customer reviews and star ratings
- Photos and videos uploaded by the business or customers
- Google Posts (updates, offers, events)
- Business category and attributes
- Website link and directions
- Q&A from customers
Why does Google Business Profile matter for local businesses?
For any business that serves customers at a physical location or within a service area, GBP is the most important local search asset. It directly influences whether your business appears in the Local Pack (the map results shown at the top of local searches) and how customers perceive your business before visiting.
Businesses that keep their profiles accurate, respond to reviews, and post regular updates tend to rank higher in local search results and earn more customer actions (calls, direction requests, website visits).
How do multi-location businesses manage GBP?
Businesses with multiple locations need to maintain a separate Google Business Profile for each one. Managing these individually through the Google Business Profile Manager becomes time-consuming at scale. Tools like Localith let teams manage all locations from a single dashboard, push bulk updates, and automate review responses across the entire network.