Google Business Profile, formerly known as Google My Business, is a free tool that puts your business on Google Search and Maps, complete with contact details, hours and reviews. For most small businesses it is one of the simplest, highest-return digital marketing moves available.
What it actually does for your business
Beyond making your business easier to find in Google’s search results, a complete profile improves your local SEO, helps you promote events and specials, shows you how customers are finding you, and gives customers a place to leave reviews.
How much does it cost?
Nothing. Creating and verifying a Google Business Profile is free for any business.
Do you need it if you already have a website?
Yes. A Business Profile complements your website by giving your business a public identity directly on Google Search and Maps, often the very first thing a potential customer sees before ever clicking through to your site.
Can you list a business without a physical address?
Yes. You can create a profile with your service details even without a storefront address.
How does verification work?
Most businesses verify by requesting a postcard from Google, though other verification options are sometimes available depending on the business type.
Can incorrect information be fixed?
Yes, you can edit your own profile at any time, though Google may review significant changes before they go live to check their accuracy.
What are the real downsides to be aware of?
Other users can occasionally suggest edits to your profile that go live without clear notification, and customers can leave reviews, including negative ones, that Google will not automatically remove. You can respond to any review, and flag genuinely fake ones for Google’s attention with as much supporting detail as possible.
Frequently asked questions
Is Google Business Profile the same thing as Google My Business?
Yes. Google rebranded Google My Business as Google Business Profile, with the same core functionality of managing how your business appears on Search and Maps.
Does a Google Business Profile cost anything to set up or maintain?
No. It remains completely free for any business to create, verify and manage.
Can other people edit information on your Google Business Profile without your permission?
In some cases, yes, through Google’s suggested-edits feature, so it is worth checking your profile periodically rather than assuming it stays exactly as you set it.
A free tool most small businesses underuse
A complete, actively managed Google Business Profile remains one of the most cost-effective ways for a small business to be found by nearby customers searching right now.
Further reading: How to List Your Business on Google Business Profile | Companies and Intellectual Property Commission for official business registration requirements
Originally published in March 2019. Updated September 2026 to reflect Google My Business’s rebrand to Google Business Profile. The core benefits and setup process remain the same.
