What is Google My Business and what is it used for?

Discover what Google My Business is used for and why it helps increase visibility, contacts, and customers in local search.

Have you ever searched for a local business on Google and couldn’t find it? Or found incomplete information, incorrect opening hours, or a phone number that doesn’t work?

Or maybe you’re on the other side: you have a website, you invest time and resources in your business, but when someone searches for your products or services on search engines, you simply don’t appear.

If you recognize yourself in any of these situations, you’re in the right place. Because this is exactly where a tool that is often underestimated—but absolutely essential—comes into play: Google My Business, now called Google Business Profile.

This article aims to clearly and concretely answer a question we are often asked: what is Google My Business really used for? And above all, why today should it be a priority for anyone running a physical or local business?

Table of Contents

• Google Business Profile: what it is, what it’s for, and visibility strategies
• What is Google Business Profile?
• Differences between Google My Business and Google Business Profile
• Where a business profile appears on Google
• What is Google Business Profile used for?
• Improving business visibility in search results
• Making direct contact with customers easier
• Controlling and updating business information
• Why Google Business Profile is useful
• Impact on local search visibility
• Customer loyalty and interaction
• Increased traffic and conversions
• SEO benefits of Google Business Profile
• Who can and should use Google Business Profile
• How to create a Google Business Profile step by step
• Monitoring business profile performance with Google Insights
• How to optimize your Google Business Profile
• Common mistakes to avoid
• Google Business Profile statistics: key numbers
• History and evolution: from Google My Business to Google Business Profile
• Final thoughts on Google My Business

Google Business Profile: what it is, what it’s for, and visibility strategies

When we talk about Google My Business, we’re talking about real visibility. Not abstract concepts, but how your business is seen when a potential customer performs a Google search.

Google Business Profile is the tool that allows companies to manage their Google profiles: business information, photos, reviews, opening hours, posts, products, and much more. It’s the direct bridge between your business and the people who are searching for you at that exact moment.

And here’s the key point: it doesn’t attract generic users, but potential customers who are already interested.

What is Google Business Profile?

What is Google My Business?

In simple terms, it’s your business’s official profile on Google.

It’s a profile that appears when someone searches for your business name, a category (such as “restaurant,” “law firm,” or “clothing store”), or a service in a specific area.

Today, the correct name is Google Business Profile, but the function is the same: allowing local businesses to be present in Google results in a structured and controllable way.

To create it, you need a Google account and just a few initial steps. But the real difference lies in how you use it over time.

Differences between Google My Business and Google Business Profile

One of the most common questions is: does Google My Business still exist?

The answer is yes… and no.

Google has simply renamed the tool, moving from Google My Business to Google Business Profile, simplifying management directly from Google Search and Google Maps.

However, the substance hasn’t changed:

• the profile remains,
• the information is displayed in the same way,
• the strategic value is identical.

So when you hear people talking about what Google My Business is used for, know that today they are referring to the same tool—just with an updated name.

Where a business profile appears on Google

A Google Business Profile can appear in several strategic places:

• in local Google search results
• on Google Maps
• in the knowledge panel on the right side of desktop results
• in mobile searches, often before organic results

In many cases, the profile is seen before the website. This means that for many people, your Google Business Profile is their first real contact with your company.lte persone il tuo Google Business Profile è il primo vero contatto con la tua azienda.

What is Google Business Profile used for?

Let’s get to the heart of the matter: what is Google My Business used for in practical terms?

It helps make your business:

• easy to find,
• trustworthy,
• easy to contact,
• competitive.

It’s not a minor detail—it’s an operational tool that works for you every day.

Improving business visibility in search results

The first major benefit is clear: improving visibility.

A well-managed profile increases your chances of appearing in local searches, especially when someone looks for products or services “near me.”

Without Google Business Profile, you’re giving up a huge share of free visibility.

Making direct contact with customers easier

From your profile, users can:

• call you with one click on your phone number
• get directions to your location
• visit your website
• send you a message
• book or request information

Fewer steps mean more conversions.

And this applies to any type of business.

Controlling and updating business information

How many times have you seen incorrect opening hours or outdated details?

With Google Business Profile, you decide what’s shown:

• updated opening hours
• holiday schedules
• services offered
• products
• real photos of your business

The profile must always reflect reality. And it’s one of the signals Google uses to trust your company..

Why Google Business Profile is useful

Today, Google Business Profile is no longer optional—it’s a minimum requirement for being credibly present online.

User habits have changed: before visiting a website, people look at what appears on Google, read reviews, check opening hours, look at photos, and decide whether to contact you.

If your profile doesn’t exist, is incomplete, or outdated, the message is simple: the business isn’t reliable or isn’t active. And that’s a missed opportunity every single day.

Google Business Profile should be considered your main digital storefront, especially for local businesses. It allows Google to understand who you are, what you do, where you operate, and which potential customers you’re relevant to.

Without a well-maintained profile, even the best website risks remaining invisible in local results. With an optimized profile, trust, contacts, and real chances of being chosen increase.

Impact on local search visibility

In local searches, Google favors businesses with complete, up-to-date, and active profiles.

This means a well-managed profile can make a difference even compared to competitors with better websites but neglected profiles.

Customer loyalty and interaction

Through your profile, you can:

• publish updates
• respond to reviews
• share news and promotions

And here’s a point that’s often overlooked: what are Google My Business posts used for?

They keep the profile active, send signals of activity to Google, and strengthen relationships with returning customers.

Increased traffic and conversions

A well-optimized profile generates:

• more website visits
• more phone calls
• more direction requests
• more real customers

This isn’t theory—it’s user behavior.Non è teoria: è comportamento degli utenti.

SEO benefits of Google Business Profile

From an SEO perspective, Google Business Profile:

• strengthens local search presence
• improves business data consistency
• increases search engine trust

It doesn’t replace your website—it supports and enhances it.

Who can and should use Google Business Profile

The following can and should be present:

• physical stores
• professionals
• medical and legal practices
• restaurants and bars
• artisans
• accommodation facilities
• any business with direct customer contact

If you offer products and services to people in a specific area, this tool is for you.Se hai prodotti e servizi da offrire a persone in una zona specifica, questo strumento fa per te.

How to create a Google Business Profile step by step

1. Log in with a Google account
2. Enter your business name
3. Choose the correct category
4. Add address, phone number, and website
5. Verify ownership
6. Complete the profile with photos, opening hours, and a description

Simple—but it must be done properly.

Monitoring business profile performance with Google Insights

Google provides valuable data:

• how many people found you
• which searches they used
• how many calls or requests you received

These numbers help you understand what works and what needs improvement.Sono numeri utili per capire cosa funziona e cosa migliorare.

How to optimize your Google Business Profile

Optimizing means:

• choosing the right categories
• adding clear descriptions
• uploading authentic photos
• publishing posts regularly
• always responding to reviews

Every detail contributes to improving visibility. dettaglio contribuisce a migliorare la visibilità.

Common mistakes to avoid

• leaving the profile incomplete
• not updating opening hours
• ignoring reviews
• using inconsistent information
• creating duplicate profiles

Mistakes that cost visibility and trust.

Google Business Profile statistics: key numbers

• Most local searches lead to an action within 24 hours
• Complete profiles receive far more interactions
• Businesses with reviews get more clicks and contacts

These numbers show why what Google My Business is used for is no longer a question, but a certainty.

History and evolution: from Google My Business to Google Business Profile

Google evolved the tool to make it simpler and more immediate.

Less dashboard, more integration with search.

The message is clear: the profile is central to Google’s strategy.

Final thoughts on Google My Business

Understanding what Google My Business is used for means understanding how people find local businesses today.

It’s not aggressive marketing—it’s conscious presence.

If you want to be found, contacted, and chosen, your Google Business Profile must be well-managed, strategic, and active.

And it’s often the first step in turning a Google search into a real customer.