What is a Google Business Profile (GBP) vs. Google My Business (GMB)? And Does My Business Need a GBP?

Updated on: 11/04/2025

Have you typed your business name into Google and been disappointed with the results? Maybe the search engine couldn’t distinguish between your multiple business locations, or worse, page one was populated by your competitor. That’s where Google Business Profile (GBP), formerly Google My Business, steps in. 

Whether you’re managing one storefront or 100 storefronts, your Google Business Profile is often the first impression you make online. It serves as a central hub to connect local businesses with customers in real time, helping you control how your services appear on Google Search, Google Maps, and even Google Shopping. 

As if the rebrand from Google My Business to Google Business Profile, wasn’t enough of an indication, Google Business Profile has evolved significantly since its original launch. In this blog, we’ll answer the question, “What is Google Business Profile?” and share exactly how to set up and optimize accounts for multiple business locations without any extra hassle.

Key Insights:

• Google Business Profile (GBP) is a free tool to manage how your business appears on Google Search and Maps.
• Boost local visibility: Helps your business show up in map packs and local search results.
• Build trust with reviews: Display customer feedback and respond directly to questions or reviews.
• Multi-location management: Centralize and optimize multiple business locations from one dashboard.
• Drive actions: Enable calls, website visits, bookings, and directions directly from your profile.
• Optimize for success: Complete every profile section, post updates, add photos, and track performance with insights.

What is Google Business Profile?

Google Business Profile (GBP) is a free tool from Google that allows businesses to manage how their information appears across Search and Maps. It displays essential details like your address, hours, phone number, and customer reviews, and enables real-time interaction through messaging, posts, and direct booking links.

An effective Google Business Profile provides a complete overview of your business, including:

• Specific business address, especially for businesses with multiple locations
• Specific products and services, such ‘Hamburger’ or ‘Bronze Antiques’
• Categories such as ‘American Restaurant’ or ‘Antique Furniture Store’
• Images of the inside and outside of the business(es)
• Business phone number(s)
• Questions and answers
• Hours of operation
• Business reviews

When potential customers search for your business or similar products or serfvices in your area, they’re going to find your Google Business Profile. It will appear within the local search results that load at the top of search engine results pages (SERPs), just below paid media like Google Ads. It essentially acts as a micro-website embedded in SERPs, helping to increase brand visibility, drive local traffic, and influence purchase decisions. 

To effectively manage the search presence for your business, you’ll need Google Business Profile to add photos, update business hours, respond to reviews, and engage with customers. Let’s take a deeper look at the capabilities of a Google Business Profile and how they work for businesses with multiple locations.

Google Business Profile for Multiple Locations

Managing the online presence for multiple business locations used to be a hassle. Fortunately, Google Business Profile has made it easier to handle everything from a single dashboard. If your business has more than one location, you can:

• Group and verify locations under one account using Google’s bulk location management tools.
• Maintain consistency across profiles by syncing brand contact information, hours, and services.
• Customize content per location, like unique photos or offers, to connect with local audiences.
• Simplify delegation by granting team or agency-level access to manage profiles without compromising security.

For multi-location businesses, this centralized structure streamlines updates while keeping each listing locally relevant. While your name, brand, and key offerings remain consistent, you can still tailor photos, descriptions, and posts by location. This setup ensures that each location can appear in the local “map pack” with its own identity.

Why a Google Business Profile Matters in 2025

A strong Google Business Profile doesn’t just increase visibility across locations; it helps convert searchers into customers, too. One in five consumers already search for local businesses daily, and 32% do so multiple times every week. Businesses with a complete Business Profile are 2.7× more likely to be trusted by these consumers.

Here’s a more detailed look at why a solid Google Business Profile still holds weight in 2025.

Engage with Potential Customers

If your online presence does anything, it should serve as an opportunity to connect with your customers. Potential customers have many ways to engage with your Google Business Profile, such as by asking questions or scrolling through pictures. So, take advantage of your Google Business Profile to interact with them. 

Engage potential customers by responding to questions, answering reviews, or even direct messaging them. Use your account to schedule Google posts and updates the same way you do on social media to keep customers up to speed about your business. Treat it like an extension of your digital marketing. 

Build Trust with Google Reviews

Google users are always on the lookout for the latest online reviews, and it’s no surprise why. A whopping 85% of consumers trust local reviews, and 99% consult them before making a purchase decision. In other words, your customers put their trust into business reviews, and if you’re a business owner, you should too. 

This is why Google reviews can be so helpful, primarily when managed through your Google Business Profile. You can address customer reviews across multiple business locations,  including negative ones,  in one place to show a willingness to work with your clientele and earn their trust over time. 

Generate Fresh Leads

Your business relies on generating fresh leads. Google Business Profile can drive users to your site and provide multiple avenues for potential customers to reach you. For one, you can update your Business Profile to include your current contact information so that customers can utilize Google’s click-to-call feature. Or, you can supply a custom schedule link so customers can make an appointment right through the platform.

Secondly, you can ensure the current business location is correct for each of your chains. This way, customers can utilize map pack listings to find your business in local search, use Google Maps to navigate to your location, or share your location with their friends. Plus, with voice and mobile-first search on the rise, an accurate Business Profile helps your brand appear in searches like, “Alexa, where’s the nearest Italian restaurant?”

Enhance Visibility for Local SEO

Google has become the go-to search engine to find local businesses. A Google Business Profile is an easy way to enhance local SEO efforts and appear more readily within local search results. Through Google Business Profile, owners can add keyword-rich language to a business description that helps with rankings. Plus, an optimized GBP allows businesses to appear in maps and local pack listings that enhance visibility for potential customers. 

Is Google Business Profile Effective?

In short, the answer is a resounding yes. Not only can GBP help drive users to your website, it is also essential for local businesses. It helps your business appear in Google Maps and local search results, making it a key tool for attracting nearby customers and driving foot traffic. It also helps business owners engage with recurring customers and earn trust with potential customers.

If you’re not sold yet on the effectiveness, consider what you can gain from a robust Google Business Profile:

• Customers are 70% more likely to visit businesses with a complete Google Business Profile.
• They’re also 50% more likely to consider purchasing from a business with a complete GBP.
• Businesses with complete Google listings are twice as likely to earn trust from customers.
• Companies with complete Business Profiles earn 7× more clicks in Google search listings.
• Businesses that add photos to their Profiles receive 42% more Maps direction requests. 

These numbers show that Google Business Profile isn’t just a shortcut to visibility. Rather, it’s a channel for meaningful customer actions, especially for business owners juggling multiple locations. 

Is Google Business Profile Right for Your Business?

If you interact with customers in a physical location or within a defined service area, then yes — GBP is relevant for you. Google Business Profile is especially suited for:

• Brick-and-mortar operations like restaurants, retailers, salons, and other businesses with a physical address.
• Service-area businesses such as contractors, landscapers, and repair specialists who travel to customers in a certain radius.
• Multi-location brands like franchises or organizations that want to maintain local relevance under a unified brand.

If your competitors are visible on Google Maps and you’re not, you’re already a step behind. Even eCommerce or hybrid models can benefit from Google Business Profile. Listing your business signals legitimacy, supports local SEO, and builds trust, all while directing nearby customers to your digital storefront or preferred contact channel.

How to Claim, Set Up, and Verify Your Google Business Profile

Setting up a Google Business Profile is easier than you may think. You can create, claim, and manage your listing right from Google Search or Maps – no dashboard required. Whether you’re managing one storefront or several, here’s how to set up a profile that helps customers find (and choose!) your business fast.

1. Sign in and Search for Your Business on Google

First, sign in with your Google Account or create one if you don’t have it yet. Then, search for your business name directly in Google. If your listing already appears, click “Own this business?” to begin the claim process. If it doesn’t exist, select “Add your business” and follow the prompts to start building your profile.

2. Add Accurate Business Details

Once you’re signed in, you can add your business information directly from Google Search or Google Maps. These details should include your:

• Business name
• Business address
• Business description (Pro tip: Use keywords here!)
• Business category 
• Service area or product type
• Business hours 
• Business website

Take care to enter these details exactly as they appear on your other platforms, like your website, to keep details consistent. Choose a primary category that best represents your main service, then add secondary categories for additional offerings. Accuracy and consistency of name, address, and phone number (also known as NAP) across all local citations, such as GBP, Bing, Yelp, Yellowpages online, your website, and anywhere your business information is listed, are key to showing up in relevant “near me” searches and preventing customer confusion.

3. Verify Your Google Business Profile

Google requires verification before your profile goes live. To complete this step, make sure you’re signed into the same Google Account you used to create your profile. Then, depending on your business type, you can verify by postcard, phone, email, or instant verification if your site is already connected to Google Search Console. Many newer listings now use video verification, where you record a quick walkthrough of your storefront or workspace to confirm authenticity. 

4. Manage Multiple Locations with Business Groups

If your business has more than one location, you will need to verify each location. Fortunately, you can then create a business group to keep each profile organized. Business groups let you manage shared details like brand info and categories while customizing hours, photos, or promotions for each site. You can also assign access levels to team members or your marketing agency, keeping local listings accurate without sacrificing control.

5. Optimize Your Google Business Profile

Now that you’ve officially claimed your business and verified your listing(s), it’s time to optimize your profile. Upload a high-quality cover photo that best reflects your business. Add links to your social media pages so customers can connect with you there, too. Depending on your business type, you can even add direct links to booking or reservation pages per location.

While you’re at it, write a concise but keyword-friendly description. A quick look at your keyword map should reveal which search terms relate to your business. Likewise, remember to select attributes like “wheelchair accessible,” “veteran-owned,” or “online appointments.” The more complete your listing(s), the more Google rewards you in search visibility. 

6. Keep Your Information Updated

The biggest lesson here? Don’t set it and forget it. Update your hours seasonally, add new products or services, and respond to reviews regularly. Posting updates or offers signals to Google and customers that your business is active. Plus, staying engaged not only supports local SEO performance but also builds trust with potential customers.

Pro Tips to Turbocharge Google Business Profile

A verified profile is only the beginning. Optimization turns your Google Business Profile into a bona fide marketing tool that builds trust, improves visibility, and drives conversions across locations. Consider these tips to amplify your optimization efforts. 

Complete Every Section

Businesses with complete profiles are viewed as 2.7X more reputable by consumers, according to Google. Include everything: categories, hours, attributes (like “wheelchair accessible” or “women-owned”), and links to menus or booking systems. These details help your business appear in niche searches like “vegan restaurants near me” or “women-owned marketing agencies.

Add High-Quality Photos and Videos

According to Google, customers are 90% more likely to visit if you have photos of your business on Search and Maps. Not just that, but businesses with photos receive 42% more direction requests and 35% more website clicks. So, be sure to showcase your storefront, team, and products in high-quality photos. You’ll also want to refresh your visuals quarterly, as seasonal photos show customers you’re still active and relevant.

Post Regular Updates

Speaking of seasonal photos, take strides to post regular updates to your Google Business Profile. Google Posts are your chance to share promotions, events, and news directly in search results. Think of it like social media for search: short, timely, and visual. Schedule weekly posts, and collaborate with other businesses on cross-promotions to boost visibility and backlinks.

Encourage and Respond to Reviews

Reviews are a powerful local ranking factor, but they’re equally as important to customers. In fact, 82% of consumers are more likely to choose a local business that actively responds to reviews, and 92% believe that responding to local business reviews should be seen as part of providing good customer service. 

So, always thank reviewers and address negative feedback professionally. Each reviewer will receive a notification when you reply, and they can also update their review if you’ve demonstrated a willingness to solve their complaint. 

How to Track Google Business Profile Performance 

Once your profile is optimized, tracking performance helps you fine-tune results. To check your Business Profile performance, simply sign in to the Google Account associated with your profile and click Performance, then select a time frame to generate a report. This report will contain valuable insights, including: 

• Where customers view you: Search vs. Maps
• How they find you: Direct vs. discovery searches
• What actions they take: Calls, messages, direction requests, or website clicks
• Top search queries: Real phrases customers use to find your business

Analyze these metrics monthly to help identify actionable patterns. For example, if direction requests spike on weekends, adjust your hours or promotions accordingly. Pro tip: Combine Google Business Profile Insights with Google Analytics and Search Console data for a 360° view of your local SEO performance.

Managing Multiple Locations is a Balancing Act

Managing multiple business locations can be tricky, even before you factor in digital marketing. If your competitors are showing up ahead of you in search results, it’s time to take control of your online presence. A well-managed Google Business Profile helps you stand out, attract new customers, and stay top-of-mind in local searches. 

This is where Bullseye Strategy comes in. As a leading South Florida digital marketing agency, we’ve worked with small to medium-sized businesses as well as multi-location national chains — and have confidently produced converting strategies for all of the above. Contact us today to learn how we can help end your current balancing act once and for all.

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Google Business Profile (GBP) FAQs