Term
Google Business Profile
Google's free tool for managing a business listing on Google Search and Maps. Core asset in Local SEO. Formerly "Google My Business" (GMB).
Google Business Profile — explained in more detail
Google Business Profile (GBP) is the interface through which a business manages its listing in Google Search and Google Maps — address, opening hours, phone, website, photos, services, reviews, posts. A verified profile is a prerequisite for visibility in the Local Pack (the three map results at the top of the SERP) and in the Knowledge Panel for the brand.
Verification works via postcard, phone, email, or video — depending on industry and location. Without verification, there is no write access. The product was renamed in 2021/22 from “Google My Business” (GMB) to “Google Business Profile” (GBP), and the app was discontinued — management now happens directly in Search or via the Maps web interface.
Example / In practice
Levers for local-SEO visibility: NAP consistency (Name, Address, Phone identical across site, GBP, citations), primary category chosen carefully (decisive for relevance), regular posts, Q&A answered actively, reviews collected and replied to systematically, local photos instead of stock.
Distinction from similar terms
The Knowledge Panel is the SERP output (what users see on the right in Search); Google Business Profile is the backend that feeds it. Citations are mentions with NAP data on third-party sites — they complement GBP but do not replace it.
Entdecke mehr
Local Zero
Share of local search queries answered directly in the SERP — via map pack, knowledge panel or Google Business Profile — without a click to any website. The conversion happens inside Google, not on your site.
LexikonOptimizing Your Google Business Profile — the Foundation of Local SEO
How to optimize your Google Business Profile so it ranks in the Local Pack and on Maps: categories, NAP, reviews, photos, posts — and the typical mistakes.
GlossarGoogle Maps SEO
Google Maps SEO is the practice of optimising a business's visibility in Google Maps and the local search results. The main levers are a well-maintained Google Business Profile, accurate categories, reviews and local relevance signals.