Google Business Profile
Google Business Profile is the free tool businesses use to manage how they appear in Google Search and Maps. For entity SEO it is the most direct, owner-verified record Google has of a local business. Add or claim the profile, verify it, follow Google’s guidelines on names and addresses, choose accurate categories and keep hours, services and photos current.
How do you add or claim a profile?
Google’s help centre explains how to add a new business or claim an existing profile, then verify it; verification methods vary by business.[1][2] Officially documented
What do the guidelines require?
- Represent the business “as it’s consistently represented and recognized in the real world across signage, stationery, and other branding.”[3]
- Your name should reflect the business’s real-world name; “including unnecessary information in your business name isn’t permitted” and can lead to suspension.[3]
- Make the address or service area accurate and precise; a service-area business “should hide your business address from customers” and set service areas.[3]
- Choose “the fewest number of categories it takes to describe your overall core business”, and keep one profile per business.[3]
All Officially documented.
How does the profile connect to your other entity signals?
| Profile field | Match it with |
|---|---|
| Business name | Site header, name in LocalBusiness markup, citations |
| Address or service area | Contact page, address / areaServed |
| Phone | Site, markup telephone, citations |
| Website link | The location page or entity home |
| Categories | Schema.org subtype and service pages |
What about reviews?
Google says more reviews and positive ratings can help local ranking.[4] Its policies prohibit fake engagement, and the US Federal Trade Commission’s rule bans fake reviews and testimonials.[5][6] Officially documented Ask real customers, reply to reviews, and never offer incentives for positive ones.
How does it relate to knowledge panels?
For local businesses, the Business Profile is the panel people see when they search the business; it is edited by the verified owner rather than through knowledge panel claims. See knowledge panels for the difference.
Frequently asked questions
Is Google Business Profile free?
Yes. Creating and managing a profile is free.
Can I have a profile without a storefront?
Yes. Google's guidelines allow service-area businesses that serve customers at their locations; hide your address and set a service area.
Why was my profile suspended?
Common causes include names with added keywords, ineligible addresses and guideline violations. Check Google's guidelines and request reinstatement if appropriate.
See also
References
Pages accessed September 29, 2026 unless a date is given. See all sources and our editorial policy.
- ^ "Add or claim your Business Profile on Google". Google Business Profile Help.
- ^ "Verify your business on Google". Google Business Profile Help.
- ^ "Guidelines for representing your business on Google". Google Business Profile Help.
- ^ "Tips to improve your local ranking on Google". Google Business Profile Help.
- ^ "Maps user-generated content policy: fake engagement". Google Maps Help.
- ^ "Federal Trade Commission announces final rule banning fake reviews and testimonials". U.S. Federal Trade Commission. Published August 14, 2024.