Google Business Profile
Google company listingGoogle Business Profile is the free business listing shown in Google Search and Maps: opening hours, location, reviews, photos and contact details. In local searches the profile often shows before the actual results, making it a local business’s most important free visibility.
Good to know
The local pack, the three businesses under the map, collects most local search clicks. Ranking depends on distance, profile completeness and reviews: their volume, recency and whether they get responses.
The profile is also a stage for social proof: the star rating shows before the searcher reaches your site. Asking satisfied customers for reviews is among the most productive marketing routines, and answering every review signals care to both the searcher and Google.
IN PRACTICE
The key optimisation points
Fill every field
Categories, services, area, hours and a description with your key terms. A complete profile outranks a partial one.
Collect and tend reviews
Ask every satisfied customer for a review and answer all of them, critical ones included. Recency weighs alongside volume.
Keep the profile alive
Photos, posts and up-to-date exception hours tell Google the business is active. A dead-looking profile drifts down.
PITFALLS
Two ways to run the profile badly
Reviews go unanswered
Silence signals indifference to both the searcher and Google. A critical review without a response stands as the only truth.
Categories are picked casually
The primary category is the strongest single ranking signal. A wrong choice shows the profile for the wrong searches.
FREQUENTLY ASKED
Frequently asked questions
How do I get into the local pack?+
A complete profile, correct categories, a steady review stream and consistent contact details across the web. Distance to the searcher always matters and cannot be influenced.
How important are reviews?+
Very: they affect both ranking and clicking. A steady stream of fresh reviews beats a large but old mass.
Should I answer a negative review?+
Yes, factually and quickly. The answer is written for future readers, not the reviewer: it shows how the business handles problems.
Does the profile help a nationwide business?+
Yes, with less weight: it supports brand searches and trust. Without a physical location, choose a service-area profile.
Can reviews be asked for with a campaign?+
Yes, as long as the ask is neutral: buying reviews or steering only the satisfied to review breaks Google’s rules. A QR code at the till or a link with the invoice works.
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Maintained by the VSCY editorial team · Updated 6 Aug 2026 · Part of the marketing glossary (99 terms)
