Definition
A Google Business Profile (GBP), formerly Google My Business, is a free listing businesses create and manage so they appear on Google Maps and in local search results.
What it contains
- business name and category (plus extra categories)
- address or service area
- phone number and website
- opening hours
- photos
- reviews and the average rating
- services, products, attributes and posts
Why it matters to businesses
For local searches ("dentist near me"), Google shows a map with a handful of businesses. Profiles that are complete, well-reviewed and relevant rank higher and get more calls. That's why local SEO and review management are big industries.
Why it matters for lead generation
Because almost every local business keeps one, Google Business Profiles form the most complete public directory of local businesses. Lead tools search Google Maps to collect these profiles — then enrich them from the business website, since profiles rarely include emails.
Signals in a profile
- few reviews or low rating → reputation opportunity
- no website → web design opportunity
- few photos, missing services → profile optimisation opportunity
- low Maps rank → local SEO opportunity
Prospect Cheap records rank, rating, reviews, categories, photos and website for every Google Maps lead.
Example
A plumbing company's profile with 12 photos, a full list of services, 140 reviews and a website will usually outrank a similar company with no photos, no services and 15 reviews in the same town.
Key takeaways
- Almost every local business has a Google Business Profile.
- Profiles rarely list emails — those come from websites.
- Reviews, completeness and relevance affect ranking.