Google Business Profile is the free listing that shows your business in Google Maps and the local results. It used to be called Google My Business, and many people still search for it by that name. For most local businesses, it is where a customer first sees your reviews, your opening hours and your phone number.
This guide explains how to set up and run a profile properly in 2027, based on Google’s own guidelines, with a short note at the end on what we expect to change.
Who can have a profile
Google says you can create a Business Profile if you have a physical location customers can visit, or if you travel to customers where they are (Google Business Profile guidelines). A virtual office you do not operate from is not eligible, and a co-working desk only counts if it has signage and is staffed during your stated hours.
Name: use your real one
Your business name on Google should match your real-world name, as it appears on your signage, website and paperwork. Google’s examples of what is not allowed include marketing taglines, service descriptions and location information in the name. Adding keywords can lead to suspension.
Address or service area
- Customers visit you: show your address and keep permanent signage at that location.
- You visit customers: hide your address and set a service area. Google says the service area should not usually extend beyond about two hours’ drive from your base.
- Both: you can show your address and set a service area, as long as the location is staffed and can receive customers during your hours.
Categories: fewer and more specific
Google asks businesses to choose the fewest categories that describe the core business, and to pick categories that complete the sentence “this business IS a”, not “this business HAS a”. Do not use categories as keywords.
Business description
Use the description to explain your services, your history and what makes you different. Google does not allow links, prices or special offers in the description.
Phone and website
Use a phone number that you control and that reaches your business directly. Link to the page on your website that best represents the location, usually your home page or a location page.
Photos, services and posts
Add real photos of your work, your team and your vehicles or premises. Fill in your services list so it matches the services on your website. Regular updates show customers that the business is active.
Reviews: ask everyone, reward no one
Reviews are one of the most visible parts of a profile. Google’s policy lets businesses ask customers for reviews, but not offer incentives, and not ask only happy customers (Google Maps content policy).
UK law points the same way. Since 6 April 2025, fake reviews and reviews that hide an incentive have been a banned practice under the Digital Markets, Competition and Consumers Act 2024, and the CMA has published guidance on what businesses must do (GOV.UK: fake reviews guidance).
What works:
- Ask every customer when a job is finished, with a direct review link.
- Reply to every review, thank people for good ones, and respond calmly and factually to bad ones.
- Never write reviews for yourself or ask staff, friends or family to.
Keep it consistent with your website
Google’s guidance on AI features in Search lists keeping your Business Profile information up to date among the basics for site owners (Google Search Central). If your profile says you close at 5pm and your website says 6pm, customers lose trust and search engines get mixed signals.
Common mistakes we see
- Keywords or town names added to the business name
- A dozen categories chosen to “cover everything”
- A home address showing for a business that visits customers
- Old opening hours over bank holidays
- Owners locked out because the profile was set up by a former employee or supplier. Make sure an owner-level login sits with you.
What we expect to change in 2027
These are expectations based on announced changes, not facts:
- Profiles feeding AI answers. Google’s AI features documentation already points site owners to their Business Profile. We expect more local questions to be answered with AI summaries that draw on profile details, reviews and websites together, so accuracy will matter more than ever.
- Tighter review enforcement. With UK fake review rules in force and Google’s own policy, we expect review gating and incentive schemes to carry more risk each year.
- Measurement beyond Google. Microsoft’s Bing Webmaster Tools now reports when your pages are cited in Copilot and Bing AI answers (Bing Webmaster blog). It is worth claiming your Bing Places listing and checking the information matches.
Where to go next
For the wider picture, read our local SEO for service businesses guide. If you would like us to manage your profile alongside your website, see our local SEO in Kent service or book a free 30-minute call.
FAQs
Is Google My Business the same as Google Business Profile?
Yes. Google renamed Google My Business to Google Business Profile. Guides and searches still use both names.
Should I show my home address on Google?
Not if customers do not visit you. Google asks service-area businesses run from home to hide the address and set a service area instead.
How many categories should I choose?
As few as describe your core business. Google asks for the most specific categories that represent the business as a whole.
Can I put my town name in my business name on Google?
Only if it is part of your real-world name, as used on your signage and paperwork. Adding it as a keyword breaks Google’s guidelines.
Can I offer a discount for a review?
No. Google does not allow incentives for reviews, and UK law bans reviews that hide an incentive.