27 May 2026
What is a Google Business Profile and why do you need one?
A Google Business Profile is free and hugely increases your local visibility. Learn what it is, how to set it up and what it delivers.
What is a Google Business Profile?
Search Google for “hairdresser Amsterdam” or “plumber London”. Above the regular search results you will see a map with businesses, opening hours and star ratings. Those businesses have a Google Business Profile. If your business is not on that map, the person searching will not see you, even if you have a perfectly good website.
What is a Google Business Profile exactly?
A Google Business Profile is a free listing of your business in Google Search and Google Maps. Your profile shows:
- Your business name and address
- Opening hours
- Phone number and website
- Photos of your business or work
- Customer reviews
You manage it yourself. It is free.
Why does it matter?
You are visible where customers search. For local searches, Google shows the map before the regular search results. Without a profile you do not exist for people searching locally.
Reviews build trust. People read reviews before they call. Two or three honest reviews are enough to make the difference compared to a competitor with none.
AI search engines use it. ChatGPT, Gemini and Perplexity use Google Business Profiles as a source for local business information. A complete profile increases the chance that you are mentioned in relevant answers.
Frequently asked questions
Question: I do not have a physical address. Can I still create a profile? Answer: Yes. You can set up a service-area business where you hide your address but indicate the area you work in.
Question: How do I create a profile? Answer: Go to business.google.com and follow the steps. You will need to verify your business via a code Google sends you.
Question: My business already appears in Google but I never created a profile. Answer: Google sometimes automatically creates profiles. Click “Own this business?” on your listing in Google Maps to claim it.
Question: How do I get more reviews? Answer: Ask actively. Send satisfied customers a direct link to your review page. Most people are happy to help if you ask politely.
Question: How often should I update my profile? Answer: At least once a quarter. Opening hours and phone numbers change regularly. An outdated profile does not inspire confidence.
What can you do today?
- Search for your business on Google Maps
- Create a profile at business.google.com if you do not have one
- Add opening hours, phone number and photos
- Ask one satisfied customer for a review