If you run a local business, your Google Business Profile (formerly Google My Business) is one of the most powerful free tools available. It’s not just a directory listing, it’s your chance to appear in local searches, on Google Maps, and in front of customers who are ready to take action.
Whether you’re a home-based service provider or a brick-and-mortar shop, optimizing your profile can dramatically increase your visibility and bring in high-intent traffic.
Is Google Business Profile the Same as Google My Business?
Yes, they’re the same platform.
Google My Business was the original name for Google’s local listing tool, but in late 2021, Google officially rebranded it as Google Business Profile.
The new name came with some changes:
- You can now manage your listing directly in Google Search or Maps (without going to a separate dashboard)
- The mobile app was discontinued
- The term “Google Business Profile” is now used across all official documentation
So if you still hear people refer to it as “Google My Business,” that’s totally normal.
Just remember: it’s the same tool, only the name has changed.
What Is Google Business Profile?
Google Business Profile (GBP) is a free listing provided by Google that allows businesses to appear in Google Maps and local search results.
When someone searches for “plumber near me”, “coffee shop in Kitsilano”, or “best digital agency in Vancouver”, the top results they see usually come from Google Business Profiles.
Your profile can show:
- Business name
- Address or service area
- Phone number and website
- Business hours
- Reviews
- Photos
- FAQs
- Direct messaging or booking links
Why Your Business Needs a Google Business Profile
Your GBP is often the first impression someone gets of your business. Even if you have a beautiful website, many local customers will only look at your profile to make a decision.
Here’s what a well-optimized profile helps you do:
- Appear in the local 3-pack on Google Maps
- Show up in “[service] near me” searches
- Build trust with reviews and business info
- Convert searchers into actual customers
- Compete effectively even if your website is new
For tips on setting it up correctly, check out how to optimize your Google Business Profile.
Key Features You Should Be Using
A basic listing is just the start. These features can make a big difference in how often your business appears, and how many people engage with it.
Categories and Services
Choose the most relevant primary category, and add secondary ones only if they truly apply. Add detailed descriptions of your services under the Services section.
Business Description
Write a compelling paragraph that includes what you offer, your location, and your value. This is a great place to naturally include local keywords.
Photos and Videos
Upload real images of your team, workspace, products, or past work. Regular uploads signal to Google that your business is active.
Google Reviews
Reviews are one of the strongest local SEO ranking factors. Ask customers to leave reviews and be sure to respond to them properly to show you’re engaged and trustworthy.
Need help collecting feedback? Here’s how to generate more Google reviews.
For Service Area Businesses (No Storefront)
If you don’t have a physical office (like many contractors, cleaners, and consultants), you should still have a Google Business Profile, but set it up as a Service Area Business (SAB).
That means:
- You won’t display your address publicly
- You’ll define the cities or postal codes you serve
- You should support your profile with optimized service area pages
Google allows SABs to rank on Maps, but only if the profile is complete, consistent, and supported by local signals.
What Can Go Wrong (And How to Avoid It)
GBP is powerful, but also sensitive. Many businesses have their profile suspended due to minor violations or inconsistencies.
Here are common issues:
- Inconsistent NAP (Name, Address, Phone) across your local citations
- Using virtual addresses or shared spaces
- Stuffing keywords in your business name
- Violating Google’s profile policies
- Making too many changes too quickly
If your profile ever disappears, here’s what to do if your Google Business Profile gets suspended.
Don’t Just Set It and Forget It
Your profile needs ongoing care. We recommend:
- Posting weekly Google updates
- Uploading fresh photos monthly
- Monitoring reviews and replying quickly
- Checking for suggested edits from the public
- Using GBP Insights to track calls, clicks, and views
Want to track performance better? Read: how to audit your local SEO performance
Your Google Business Profile is more than just a listing, it’s your digital storefront. When optimized and maintained properly, it can become one of your most reliable sources of local traffic and conversions.
Whether you’re just setting it up or trying to improve visibility, investing in your GBP is one of the smartest moves you can make in local SEO.
Need Help Managing or Optimizing Your Profile?
At Maple Web Design, we specialize in helping Canadian businesses claim, optimize, and grow their Google Business presence.
If you want better rankings, more calls, and fewer headaches, we’re here to help. Book a Free Local SEO Consultation
