Explain what Google Business Profile (GBP) is in plain language.
Module 1 · Lesson 1
What Is Google Business Profile
Understand what Google Business Profile is and why it is the most important free tool for local businesses.
Learning Outcomes
Identify where Google Business Profile appears in search results and on Google Maps.
Describe who should use Google Business Profile and why.
Recognise the difference between a basic listing and a fully optimised profile.
Key Concepts
What is Google Business Profile?
Google Business Profile (GBP) — previously known as Google My Business — is a free tool provided by Google that allows businesses to manage how they appear across Google Search and Google Maps. When someone searches for a business by name or searches for a type of business near them, the information shown in the results panel comes directly from that business's Google Business Profile.
The Google Business Panel
When you search for a business on Google, you will often see a panel on the right side of the screen (on desktop) or at the top of the results (on mobile) showing the business name, address, phone number, opening hours, photos, reviews and more. This is called the Knowledge Panel and it is populated entirely from the Google Business Profile. On mobile, this is often the first and only thing a potential customer sees before deciding whether to visit or call.
The Local Pack
When someone searches for something like "plumber near me" or "coffee shop Wellington", Google shows a map with three businesses listed below it. This is called the Local Pack or the Map Pack. Appearing in the Local Pack is one of the most valuable things any local business can achieve — it puts you directly in front of people who are actively looking for what you offer, right now.
Why Every Business Needs One
Even if you have a website and active social media profiles, not having a Google Business Profile means you are effectively invisible to the millions of people who search Google for local businesses every day. A completed, optimised profile signals to Google that your business is legitimate, active and relevant — dramatically improving your chances of appearing in local search results.
Step-by-Step Practice
Open Google and search for a competitor or well-known local business in your area. Note where their information appears — Knowledge Panel, Local Pack, or both.
Visit business.google.com and sign in with a Google account. Explore the dashboard to familiarise yourself with the interface.
Search for your own business name on Google. Does a Knowledge Panel appear? Note what information is displayed and what is missing.
Search for a service you provide followed by your city name (e.g. 'electrician Auckland'). Note which businesses appear in the Local Pack.
Record your findings in a notebook or document. Write down what a fully completed profile looks like versus an incomplete one.
Ian's practical tip: I can explain what Google Business Profile is and where it appears. I understand the difference between the Knowledge Panel and the Local Pack. I have searched for my own business on Google and noted what is shown. I understand why Google Business Profile is important for local business visibility.
Practical Activity
Complete and record this task
Always search for your own business regularly using an incognito/private browser window. This prevents your personal search history from influencing what you see, giving you an accurate view of how customers find you.