What Is Google My Business (Now Google Business Profile)?

Google My Business — officially rebranded as Google Business Profile in 2021 — is a free tool that lets business owners manage how their company appears across Google Search and Google Maps. When someone searches for a plumber in Norwich or a solicitor near them, the listings that appear in the prominent "map pack" are all powered by Google Business Profile.

For any business that relies on local customers, claiming and maintaining a Google Business Profile is one of the highest-return activities available. It costs nothing, takes less than an hour to set up, and immediately puts your business in front of people who are actively looking for what you offer.

What Information Does a Google Business Profile Show?

Your profile can display your business name, address, phone number, website URL, opening hours, and a category that tells Google what type of business you are. Beyond these basics, you can add photos of your premises or products, post updates and offers, list your services or menu items, and enable customers to message you directly.

Customer reviews appear prominently on your profile. These star ratings influence both how often Google shows your listing and how likely searchers are to click through. A business with dozens of four and five-star reviews will almost always outperform a competitor with fewer or lower-rated reviews, even if the competitor has a larger marketing budget.

The Difference Between Google Search and Google Maps Listings

Your Google Business Profile powers your appearance in two distinct places. In Google Search, it creates a "knowledge panel" on the right-hand side of the results page when someone searches for your business by name. It also places you in the local "map pack" — the box showing three nearby businesses that appears above the organic results for searches like "accountant in Norwich".

On Google Maps, your profile is the entire entry people see when they tap on your pin. Completeness matters enormously here: profiles with photos receive significantly more direction requests and website clicks than those without.

Is Google Business Profile Really Free?

Yes. The core profile is entirely free to create and maintain. Google offers paid advertising through Google Ads that can amplify your visibility, but the organic listing itself carries no cost. This makes it an exceptional starting point for small businesses and sole traders who want local visibility without a significant marketing budget.

The investment is time rather than money — keeping your hours accurate, responding to reviews, and uploading fresh photos periodically. Businesses that treat their profile as a living document rather than a one-off setup consistently see better results in local search rankings.