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Google Business Profile (GBP) is a free tool that allows businesses to manage their presence across Google Search and Google Maps. It controls how business information appears when consumers search for the business by name or discover it through local searches. GBP serves as the primary data source for Google’s local search results, the , and many AI-powered search tools. For local businesses, it is the single most influential listing platform.

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Why GBP Matters

Google dominates search market share, making GBP the most visible listing for most businesses:

Search Visibility

GBP data appears in Google Search results, including the Map Pack and knowledge panels

Maps Presence

GBP powers Google Maps listings, navigation, and “near me” searches

AI and Voice

Google Assistant and many AI tools pull business information from GBP

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GBP Influence on Search Results

When someone searches for a local service, Google displays results in several formats:
Result TypeGBP Influence
Map Pack (Local Pack)Primary data source for all displayed information
Knowledge PanelBusiness details pulled directly from GBP
Organic resultsGBP signals influence local organic rankings
Google MapsEntire listing powered by GBP
Voice responsesGoogle Assistant reads from GBP data
A complete, optimized GBP improves visibility across all of these result types. An incomplete or inaccurate profile limits visibility or displays wrong information to potential clients.

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GBP Features

Google Business Profile includes tools beyond basic listing information:
Core details including name, address, phone, hours, website, and service areas. This information appears in search results and Maps.
Primary and secondary business categories help Google match the business to relevant searches. Service listings provide additional detail.
Visual content displayed in search results and the Maps listing. Businesses can upload photos; customers can also contribute.
Customer reviews appear prominently in search results. Businesses can respond to reviews publicly.
Short updates similar to social media posts. Can include offers, events, and announcements. Appear in the GBP listing.
Questions and answers section where anyone can ask questions and anyone can answer. Businesses can monitor and respond.
Direct messaging between customers and the business through the GBP listing.
Analytics showing how customers find and interact with the listing.

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Eligibility Requirements

GBP is available to businesses that meet specific criteria:

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Eligible Businesses

  • Physical storefronts where customers visit
  • Service-area businesses that travel to customers
  • Hybrid businesses with both storefront and service-area operations

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Ineligible Uses

  • Online-only businesses with no physical presence
  • Lead generation listings without real businesses behind them
  • Listings for individuals rather than businesses
  • Virtual offices or mail-only addresses (with limited exceptions)
Creating GBP listings for ineligible businesses or using fake addresses violates Google’s guidelines and can result in listing suspension. This applies even if the business is legitimate but does not meet physical location requirements.

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GBP and Hometrics

Hometrics displays businesses from Google Business Profile as the foundation of its directory. The review data, business information, and photos visible on Hometrics originate from GBP.

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How the Connection Works

Google Business Profile
         ↓
   Business Data + Reviews
         ↓
      Hometrics
         ↓
   Enhanced Directory Listing
   (badges, comparisons, local context)
Optimizing a Google Business Profile improves visibility both on Google and on Hometrics. The same information that helps consumers find a business through Google search also populates the Hometrics directory listing.

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What Hometrics Adds

While GBP provides the foundation, Hometrics adds:
  • Performance badges based on review analysis
  • Side-by-side comparison with other local providers
  • Industry-specific context and education
  • Local market information

View Your Hometrics Listing

See how your business appears to consumers in the Hometrics directory

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Getting Started

GBP management involves setup, optimization, and ongoing maintenance:

Setting Up

Creating, claiming, and verifying a profile

Optimizing

Completing all fields and adding compelling content

Managing Reviews

Encouraging reviews and responding appropriately

Tracking Performance

Using GBP Insights to measure visibility

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GBP vs. Other Listings

GBP requires more attention than other listings due to its impact and complexity:
AspectGBPOther Listings
Visibility impactHighestVaries by platform
FeaturesExtensiveUsually basic
User contributionsReviews, photos, Q&A, editsUsually reviews only
Update frequency neededWeekly to monthlyQuarterly
Monitoring requiredOngoingPeriodic
Businesses should check their GBP at least weekly for suggested edits, new reviews, questions, and messages. Other listings need less frequent attention.

Next: Setting Up Your Profile

Creating, claiming, and verifying a Google Business Profile