A few weeks ago I spoke with a shop owner in The Beaches. I asked about her Google Business Profile and she told me she did not have one.
She did have one. Google had created a basic listing for her business years earlier. It showed old opening hours and one photo taken by a customer on a grey winter day. Anyone searching for her shop saw that version first, and she had never looked at it herself.
This happens more often than people think. Many small business owners have a Google profile they never set up, never claimed, and never checked. So before we talk about improving anything, it helps to explain what this thing actually is and why it matters so much.
1. What a Google Business Profile actually is
It is the box of information about your business that appears on Google. You have seen it many times: the business name, the star rating, the photos, the phone number, the hours, and the pin on the map.
It is free. Google does not charge you to have one or to keep it updated.
It also helps to be clear about what it is not:
- It is not your website. It is a separate listing that lives on Google.
- It is not a social media account, even though you can post on it.
- It is not an ad. You are not paying for that spot.
One more thing confuses almost everyone: the name changed. It used to be called Google My Business, and many people still say GMB. Google renamed it to Google Business Profile at the end of 2021. Additionally, the old phone app was shut down. If you run a single location today, there is nothing to download. You manage the profile directly inside Google Search or the Google Maps app, while signed in to the account that owns it.
So if you have been hunting for an app or a dashboard and could not find one, you were not doing anything wrong.
2. Where your customers actually see it
Your profile shows up in four places:
The map pack. These are the three businesses with a small map that appear near the top of the results when someone searches for a service in your area. The map pack appears in the large majority of local searches, so this is prime space.
The Google Maps app. Plenty of people search inside Maps directly, especially when they are already out walking or driving.
Direct searches for your name. When someone hears about you from a friend and types your business name, your profile is the first thing they see.
AI answers. When someone asks an AI assistant for a local recommendation, the answer is usually built from the same business information and reviews.
That is a lot of visibility for something most owners never touch.
3. Why it matters more than your website for local searches
This part surprises people. Someone searching "dentist near me" on a phone often does not visit your website at all. They look at the three results on the map, glance at the star ratings and the photos, then tap to call or get directions.
Your website still matters. However, in that moment, your profile is the thing doing the selling. It decides whether the customer calls you or the business two blocks away.
For a shop, clinic, salon, or restaurant, that is often the difference between a busy Tuesday and a quiet one.
4. How Google decides which businesses show up
Google explains this with three words: relevance, distance, and prominence. In plain terms:
Relevance means how well your business matches what the person typed. It comes from your category, your service list, and your description. If you run a barber shop but your category says "beauty salon," you are less relevant for the searches that actually matter to you.
Distance means how close you are to the person searching. This is the single biggest factor in local results, and it is also the one you cannot change. Someone standing at Queen and Woodbine will mostly see businesses near Queen and Woodbine.
Prominence means how known and trusted your business looks. Reviews, mentions on other websites, and general activity all feed into this.
You cannot control distance. On the other hand, relevance and prominence are almost fully in your hands, and most businesses I audit have barely started on either one.
5. What a complete profile includes
When I audit a profile, these are the parts I look at:
- Primary category, plus useful secondary categories
- Service list with short descriptions
- Business description
- Hours, including holiday hours
- Photos, added regularly instead of once
- Reviews, and your replies to them
- Questions and answers
- Posts, which Google calls updates
- The map pin location
That last one gets missed a lot. Your address can be typed perfectly while the pin sits on the wrong side of the street. A pin that is off by a couple of hundred metres can change who sees you.
Also, if you work from home, you do not have to publish your home address. Google lets you set up as a service area business, which means you hide the address and list the neighbourhoods you serve instead. Many contractors and mobile service providers do not know this option exists.
6. Four things people get wrong
"I need to pay Google to rank on the map." No. Map pack positions are not for sale. You can buy ads that appear above the map, however that is a separate product with a separate budget.
"My profile says it is complete, so I am done." Complete only means the fields are filled in. It does not mean your category is right or your services are described well.
"I set it up once, so it is handled." Google favours profiles that stay active. A profile with no new photos, posts, or reviews for a year looks abandoned.
"I will add keywords to my business name." Calling yourself "Queen Street Dental Best Toronto Dentist" used to help. Now it breaks Google's rules and it can get your profile suspended.
Where to start
If you are not sure whether you own your profile, search your business name on Google while signed in to your business email. If you see an option to claim or manage the business, start there. Verification usually takes a few days.
After that, check your primary category before anything else. It is the change that moves the most.
If you would rather look at it with someone, our free SEO audit checks your profile in about a minute, and you can book a 30 minute call if you have questions. Either way, no pressure.
Common questions
Is a Google Business Profile free? Yes. Creating, verifying, and updating your profile costs nothing. Google sells ads separately, but the profile itself is free.
Do I need a website to have one? No. You can have a verified profile without a website. However, even a simple website helps Google confirm your information and supports your ranking.
What is the difference between Google My Business and Google Business Profile? They are the same thing. Google changed the name at the end of 2021. Your listing, your reviews, and your data did not change.
How long until I show up on the map? Verification often takes a few days. Real movement in rankings usually takes a few weeks to a few months, depending on how competitive your area and category are.
Baris Ozharputlu
BOP Marketing Hub