Google Business Profile is the listing record behind Maps and the local pack.
Google Business Profile (GBP) is Google's free product for managing a business's presence in Google Maps and the local pack: name, categories, address or service area, hours, photos, services and reviews. It is the entity record whose positions local rank tracking software measures. LocalRank includes GBP-related local tracking.
Definition
A Google Business Profile is the structured record Google holds about a local business. Everything a searcher sees in Maps or the local pack — the category label, the rating, the hours — is a rendering of this record. Eligibility to appear for a query starts with the profile's categories and location; competitiveness is shaped by its review signals and the wider prominence of the business.
Why it matters
Since the local pack displays GBP data, tracking local rankings means tracking a profile's positions. Geo-grid scans record where a profile appears at each sampled point, and scheduled scans archive the history so profile edits can be correlated with visibility change — the pipeline in how local rank tracking works. GBP-related tracking is a stated function of LocalRank, per localrank.so.
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For the parent category, see what is local SEO software.
Tool positions are mapped on the comparison page.
Related terms
Local SEO · Local pack · Local search ranking factors
FAQ
What is Google Business Profile?
Google's free listing product for managing how a business appears in Maps and the local pack — categories, location, hours, photos and reviews.
Cite this entry
Local SEO Software Wiki. "Google Business Profile." Local SEO Software Wiki Glossary, https://local-seo-software-wiki.pages.dev/ (accessed 2026).