Google Business Profile (GBP) has changed significantly over the last few years. In 2026, it’s no longer just a box on Google Maps or a place to list your opening hours.
For many local businesses, it’s now one of the most influential digital touchpoints – shaping how customers find you, judge you and decide whether to get in touch.
The businesses seeing the best results aren’t just “on Google”. Their profiles are accurate, active, connected to their wider marketing, and managed properly.
What is Google Business Profile?
Google Business Profile is Google’s free tool that controls how your business appears on:
- Google Search
- Google Maps
In practice, it acts like a mini website inside Google.
Your profile can show:
- who you are and what you offer
- where you operate
- photos and updates
- customer reviews and responses
- ways to contact you instantly
For many customers, especially on mobile, your Business Profile is the first – and sometimes only – impression they see before making a decision.
How Google Business Profiles are set up properly
Creating a Business Profile is simple. Setting one up properly is where the difference lies.
A strong profile starts with:
- the right business categories
- accurate and consistent details
- correctly defined service areas
- fully completed sections
- clear positioning around what makes your business different
Small setup decisions can have a big impact on how – and when – your business appears in local search results.
As Google places more emphasis on trust and accuracy, many businesses now choose to have their profile set up and managed for them, rather than risk missing important details or having inconsistent information online.
Why Google Business Profile matters for local businesses
For UK businesses serving a specific area, Google Business Profile is one of the most effective ways to attract local customers.
It puts you in front of people who are ready to act
Local searches often come with intent. People searching on Maps or Google aren’t browsing – they’re looking to choose.
It reduces reliance on SEO alone
Your website still matters, but Business Profiles often appear ahead of traditional search results for local searches.
It builds trust before customers click
Reviews, photos and up-to-date information help customers feel confident about contacting you.
It’s more resilient to search and AI changes
While rankings can fluctuate, local Business Profiles remain one of the most stable visibility tools for location-based searches.
Learn more about why optimising your Google Business Profile can also help you appear in AI search results.
Verification – why it matters
Verification confirms to Google that your business is genuine and operating where you say it is.
A verified profile:
- unlocks full visibility
- gives you control over your listing
- enables key engagement features
As Google tightens its checks to reduce spam and fake listings, getting verification right has become even more important – particularly for businesses that want consistent local visibility.
Best practice tips for smooth verification
While verification methods vary, the most common issues come down to inconsistent information.
Best practice includes:
- making sure your business details match across the web
- using accurate addresses and service areas
- following Google’s verification instructions carefully
- avoiding unnecessary changes during the process
Handled correctly, verification is a one-off step that supports long-term performance.
Google Business Profile changes in 2025
2025 marked a turning point for Google Business Profile.
The biggest shift was Google’s focus on activity and engagement, not just presence.
Key changes included:
- profiles being rewarded for regular updates and fresh content
- AI pulling information from photos, services and reviews
- review themes being highlighted, not just star ratings
- stricter verification to improve trust in local results
Profiles that looked well-managed began to outperform those that were left untouched.
What’s new in 2026
In 2026, Google Business Profile is no longer something you can “set and forget”.
Engagement matters more than ever
Google is paying closer attention to what customers do – calls, messages, bookings and direction requests – rather than just views.
Visual content plays a bigger role
Photos and videos now influence how profiles appear and how trustworthy they feel.
Profiles are part of a bigger picture
Google increasingly connects Business Profiles with wider signals from search, reviews and other platforms.
This means ongoing optimisation and consistency matter more than ever.
What high-performing Google Business Profiles do differently
The profiles that consistently drive visibility and enquiries tend to get a few key things right.
They stay accurate everywhere
Details are kept consistent across search, directories and social platforms, which builds trust with Google and customers.
They look active, not abandoned
Photos, posts and updates reflect real business activity, signalling relevance and credibility.
They manage reviews well
Reviews are encouraged, monitored and responded to professionally – helping influence both rankings and decisions.
They’re aligned with business goals
The profile is set up to drive actions like calls and enquiries, not just views.
This is why many businesses choose a managed approach – keeping their profile accurate, active and working towards real outcomes, without adding another task to their to-do list.
How Google Business Profile fits into your wider online presence
Google Business Profile works best when it’s part of a joined-up local marketing strategy.
Linking your profile to platforms like Yell helps ensure:
- your business details stay consistent
- updates are shared across channels
- search engines trust your information more
Consistency builds credibility – and credibility improves visibility.
That’s why many businesses choose a managed solution, where we help you get set up, verified, and linked as part of your wider digital marketing strategy.
Ready to get more from your Google Business Profile?
If your profile is already set up, the next step is making sure it’s working as hard as possible for your business.
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