Google Business Profile (Google Unternehmensprofil)

What Is the Google Business Profile?

For local businesses, Google Business Profile is the most important free marketing channel available: it determines whether you appear in the Local Pack and whether customers call, get directions, or go to a competitor. Regular maintenance with current photos, posts, and active review management directly affects your local visibility. Many users make their decision based on the profile alone, without ever visiting your website.

The Google Business Profile (formerly Google My Business) is the central tool for a business’s local online visibility. It is a free business listing displayed in Google Search and on Google Maps. In the profile, businesses can present their address, business hours, phone number, photos, services, and reviews. Especially for local searches such as “hairdresser near me” or “attorney Munich,” an optimized business profile is a key factor in whether a business appears in the so-called Local Pack (the three highlighted results with a map).

Optimizing the Google Business Profile covers several areas: Complete and correct NAP data (name, address, phone), which must exactly match all other online directories. Relevant categories — both the primary category and supplementary categories — determine which search queries the profile is shown for. Regular posts, current photos, and prompt responses to reviews signal to Google that the profile is actively maintained. The reviews themselves are one of the strongest local SEO ranking factors: both the number and average rating influence placement in the Local Pack.

For local search engine optimization, a professionally maintained Google Business Profile is indispensable. Studies show that over 80 percent of local searches lead to contact or a visit within 24 hours — and the business profile is frequently the first touchpoint. Make sure to respond to every review, regularly upload new photos, and actively use the Q&A function. Also use the profile’s Insights data to understand which search terms customers use to find you and what actions they take.