The short answer
A Google Business Profile is the listing that controls how your company appears on Google Maps and in local search, including your name, categories, service area, hours, photos, and reviews. For a plumber, roofer, or HVAC company it is often among the first things a homeowner sees, so its accuracy can decide whether the call comes to you or to the next name.
What the profile holds
Google tells owners to make the profile as complete as possible, with a full address if customers can visit, business hours, what kind of business you are, and other details. Its reasoning is direct: "Businesses with complete and accurate info are more likely to show up in local search results."
Who can have one is broader than storefronts. Google says that "If your business either has a physical location that customers can visit, or travels to customers where they are, you can create a Business Profile on Google." Trades that work at the customer's home qualify, as a service area business.
Why the profile carries so much weight
The profile feeds the local results Google shows with a map, and Google says those results are decided by relevance, distance, and popularity. Your choice of primary category shapes relevance, reviews feed popularity, and one profile per business keeps the signals from splitting. Google states "There should only be one profile per business," because duplicates can cause problems with how your information displays.
Terms that depend on the profile
Your name, address, and phone must agree with the rest of the web, which is NAP consistency, and the visible payoff is the map pack. Our Business Profile management service handles Business Profile optimization and category audit as its first step. Request the free 100-point audit for a review of yours, or see the full glossary.
Questions about Google Business Profile
Do I need a storefront to have a Business Profile?
- No. Google says a business with a physical location customers can visit, or one that travels to customers where they are, can create a profile. A plumber or electrician who works at customers' homes qualifies, and can designate a service area instead of showing a public address.
How many Business Profiles should a company have?
- One. Google's guidelines state there should only be one profile per business, because duplicates can cause problems with how your information displays on Google Maps and Search. If you find a duplicate you did not create, it is worth resolving before adding anything new.