Google business profile: What is it and why do you need it?
Do you only have 26 seconds? Then watch the video here. Otherwise; the full guide follows below 🤝
Introduction
All businesses (at least those we know of) want to be seen by more potential customers, some with a specific focus on their local area. Google Business Profile is a free tool that all businesses should take advantage of. We will review what it is and what it can do for your business.
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What is Google Business Profile really?
Google Business Profile (often abbreviated as GBP, previously also known as Google My Business) is your free digital business card. It's the box you often see on the right side when searching for something on Google. Or the card with information you see on Google Maps when you choose a business, search for directions, or similar.
Here lies (ideally) the central key information about your business, which your customers expect to find easily. This can include:
The business's name, address, and phone number (NAP)
Any opening hours
Link to website (important)
Images and videos (logo, ambiance images, the team, premises, etc.)
Products and services you offer
Customer reviews
Common questions and answers you want to "address" (Q&A)
News/offers
Other features depending on what you do as a business.
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Why should you have it in place?
Regardless of what type of business you are, having a strong business profile builds trust and credibility, which is often your digital first impression.
For businesses with a physical location (cafés, restaurants, shops, etc.), it is absolutely critical to ensure that you have a comprehensive Google Business Profile. This is used by Google based on the searcher's location to show the best possible results nearby. Not being in that roster can be costly.
For businesses without a physical location, it's easy to think that this isn't for you. This can be a costly misstep. Google Business Profile enhances your entire business's performance and presentation on Google and will therefore be essential for both existing and new customers to find your business.
No matter the type of business, direct contact buttons are valuable when the customer is in the decision-making phase.
If you advertise through Google Ads, it's even more important to get this in place. Your credibility in Google's eyes is strengthened if you have a comprehensive business profile with reviews from satisfied customers. If you don't have this, you risk falling lower in searches and thus spending more money per view.
It's free! Think about the previous paragraph here. You spend X amount of money on ads, and then you can with a free tool increase the likelihood of getting more back per kroner spent. We don't know about you, but that's something we are passionate about at least! Even if you don't advertise through Google Ads, you will still receive all the other benefits mentioned earlier here, without investing anything other than time. And it doesn't have to take much of that either.
A comprehensive Google Business Profile is simply one of the most delightful low-hanging fruits you can find as a business owner.
How do you set it up?
Setting up Google Business Profile is usually a straightforward matter.
Then select "Manage now"
Log in with your Google account (ideally a business-related account)
Fill in the fields and submit
Shortly after, your profile will be approved and active!
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Do you want assistance?
It should be easy to set up, but sometimes it can be confusing, or one simply doesn’t want to spend so much time on it oneself. By using an agency like us, you can save time and money, as well as be assured that your brand is secured professional handling and is updated according to changes from Google.
Contact us for a free review of your Google Business Profile
In summary
Google Business Profile is a free marketing tool that can boost your visibility throughout Google's universe and ensure that you are right in front of your existing and potential customers, just when they need it.
2026