If you’ve ever Googled a business and seen its details pop up in that neat little box on the side – complete with photos, hours, reviews, and a map – that’s a Google Business Profile. It’s free, powerful, and one of the most important tools in connecting your business to local customers.
What is a Google Business Profile?
A Google Business Profile (formerly known as Google My Business) is your business’s profile on Google. It appears in Maps, local search results, and sometimes even above your website in search results. It shows key details like your phone number, hours, address, photos, and importantly – reviews, which play a big role in building trust and increasing click-throughs. Customers trust what they can see, and if Google is vouching for you with a verified listing, you’re more likely to win the click.
Why is it So Important for SEO?
Google uses your Business Profile to help confirm that your business is legitimate, active, and relevant to what people are searching for. It complements your website by helping clarify your service area, business name, and category. Your Business Profile acts as a front door to your online presence. It gets you found in local search, while your website seals the deal with the full story.For brick-and-mortar businesses, it’s even more crucial. It anchors your business on the map, gives people directions, and links your online presence to your real-world business.Regular updates (like uploading recent photos, posting business updates, or confirming your opening hours around holidays and special events) signal to Google that you’re active. And an active business is one Google is more likely to send potential customers to.
Getting Verified: Why It's Not Always Simple
Creating a profile is straightforward and free, but getting verified – especially for newer or home-based businesses – can be trickier than expected.
Here’s how the process typically works:
- You enter your business details including address (don’t worry, you can hide it from the public if you don’t see customers at that location).
- Google will usually offer a quick verification by phone or email.
- If that fails – or if Google doesn’t trust the info yet – you may be asked to do a video verification.
This is where some businesses get stuck.
What Happens During Video Verification?
Google wants to confirm that you are who you say you are, and that you operate from where you say you do. Here’s what the video must include:
- Show your surroundings: Stand out front and film your house or building, your street, your vehicle, and ideally a street sign or neighbouring property.
- Show that your location matches your service area: This helps confirm that your address ties into the locations you serve. For example, if you service Canberra your location should reasonably fit that area.
- Show your business name: This can be on a business card, licence, vehicle signage, or anything official that connects your business name to your physical location.
Tips:
- Do it all in one continuous recording, about 1–2 minutes long, noting that the video must be done through the Google Business Listing interface.
- Start outside and move inside if needed.
- Make sure the business name and your presence at the location are both crystal clear.
Common Mistakes That Can Mess With Your Profile
- Changing your business name and category at the same time can confuse Google’s system. It may see this as a whole new business and reset your trust score.
- Using a PO Box or virtual address instead of your real physical address (even if hidden) can lead to suspension or failed verification.
- Not keeping your NAP (Name, Address, Phone Number) consistent across your website, Google Business Profile, social media, and directories can hurt your trustworthiness in Google’s eyes.
- Listing a location you’re not actually based at is a breach of Google’s terms. It’s just not worth it. Google cross-checks satellite images, Street View, and public info. If they catch inconsistencies, your listing could be suspended or removed entirely.
Final Thoughts:
Your Website + Google Business Profile = Local SEO Powerhouse
As a web designer, I often remind clients: your Google Business Profile supports your website’s SEO. They work best together. While your website gives depth and detail, your profile provides instant trust, visibility, and connection through Maps, reviews, and search previews.If you’re not sure whether your profile is doing its job – or you’re stuck in the verification process – it’s worth taking the time to get it right. Google’s ecosystem rewards businesses that play by the rules and show they’re real, local, and ready to serve.