FREE Training:
Google Business Profile (GBP) Optimisation
Introduction
What is GBP?
Google Business Profile (GBP) is a free, multi-featured business listing that local businesses can use to manage their presence on Google Search and Google Maps. A Google Business Profile listing is not unlike listings on online business directories such as Yelp, but it’s found directly in Google and Google Maps search results, and therefore doesn’t require a visit to a third-party site.
Google Business Profile has gone far beyond a simple business listing, and thanks to a wealth of features and functions, is now considered a core part of local SEO.
Where does a Google Business Profile listing show up online?
- Google Knowledge Panel
Information from your Google Business Profile listing will appear in Google’s Knowledge Panel when a brand search is performed.
Google presents your information in a concise, snippet-form in SERPs to provide searchers with a quick and easy means to get the information they need. It also provides your business with more visibility. Here’s where you can find the Google Business Profile profile in the Knowledge Panel for a branded search:
In this example, we’ve searched for ‘Little Italy Pizza’. A search for the restaurant’s name, 
rather than a generic ‘pizza near me’ search, generates the business’s Knowledge Panel,
with all visible information being pulled from its Google Business Profile listing.
- Google Local Pack/Local Finder
Google Business Profile can also show up in the Google Local Pack, or Google Local Finder.
The Local Pack is the block of business listings that appear below the map in search results.
This is shown after a user performs a Google search with local intent. Initially,
three profiles are shown, but you can expand to see more.
For example, if we search for ‘pizza, New York,’ something like this will show up:
Each business listed here shows up only because it has a Google Business Profile listing, and, like the Knowledge Graph, all the information you can see here is pulled from the business’ GBP listing.
Did You Know? You don’t even need a website to rank in the Local Pack — it’s possible to show up here with only a Google Business Profile listing!
- Google Maps
Google Maps is an app- and browser-based service on desktop or mobile used for getting directions and discovering businesses and locations.
Most consumers will be familiar with Google Maps, likely having used it to locate a residence or local landmark at least once.
However, it’s also a key place for local businesses to gain visibility.
Here’s what Google Business Profile listings look like when searching on Google Maps on desktop (also known as the Map Pack):
And here’s how the Google Business Profile listing looks once selected (i.e. if I click on the top result in the screenshot above):
How consumers use Google Business Profile?
Consumers use Google Business Profile for a whole host of reasons, such as:
- To find out a business’s opening times
- To get directions to a local business, or find its address
- To call a local business without needing to visit their website
- To write and read reviews about a local business
- To see photos of a local business and its products/services
- To visit the business website
- To make online bookings
- To view the available products and services
Ways Google Business Profile benefits consumers
Up-to-date, accurate Google Business Profile listings help consumers in a multitude of ways.
- Making it easier for searchers to source important information
Having a GBP profile makes it far easier for consumers to locate information such as a business’s phone number, address, or health and safety policies. With all this information easily locatable on a business’s GBP listing, searchers can get on with the important stuff, like working out if a business is suitable for their needs.
- Quick and easy local business comparison in one place
Finding and switching between multiple businesses’ websites can be a real headache for searchers. With Google Business Profile, it’s easy to compare businesses’ offerings by flicking between their listings.
- Searchers can easily check out photos, reviews, and offers from nearby businesses
Through photos and Posts, businesses can showcase their offerings, their brand, and even their personality. With so much information available, these are the features that searchers will likely be paying attention to.
- It’s easy to make bookings and appointments in Google Business Profile
With its Book an Appointment feature, Google Business Profile makes it accessible for consumers to get what they need from your listing. In the case of beauty salons, spas, dentists, or other appointment-taking industries, this can be an extremely useful function that saves both the searcher and the business time.
- Google Maps users can follow and make lists of their favourite local businesses
Google Maps has a social function!
Users can follow businesses they like and create a list of their favourites. This makes it easier for searchers to keep up with their favourite local stores, and support them, too.
- ‘Justifications’ make it easy for searchers to see how relevant a business is to their search
Google Business Profile has simplified the search for relevant, nearby businesses. Thanks to the ever-evolving local algorithm, Google (generally) does a great job of surfacing the right businesses for users’ search queries. As a result, finding the right business is easy.
- It gives consumers ways to provide feedback and improve local businesses
Google Business Profile allows Google Maps users to provide their own feedback on businesses through the app and validate the opinions of others, ensuring a more accurate, picture of the business.
