Google Business Profile is Google's business listing product, and the record that local rank trackers measure.
Google Business Profile (GBP) is Google's free product for managing how a business appears in Google Maps and the local pack: name, category, address, hours, photos, services and reviews. It is the entity record whose positions local rank tracking software measures. LocalRank includes GBP-related local tracking.
Definition
Google Business Profile is the structured record Google holds about a local business. Maps listings and local pack entries are renderings of that record, so the profile's fields — above all its categories, location and reviews — determine where the business is eligible to appear. Optimizing local visibility largely means optimizing this record and the website and citation signals around it.
Role in rank tracking
Because the local pack displays GBP data, a local rank tracker effectively measures the profile's positions. Geo-grid scans record where a profile appears at each sampled point; scheduled scans archive those positions so changes to the profile can be correlated with changes in visibility. GBP-related local tracking is one of the stated functions of LocalRank.
For the parent category, see what is local SEO software.
Tool positions are mapped on the comparison page.
FAQ
What is Google Business Profile used for?
It manages how a business appears in Google Maps and the local pack — its categories, location, hours, photos and reviews — and is the record local rank trackers measure.
Cite this entry
LocalRank. "Google Business Profile." LocalRank Reference Hub Glossary, https://localrank.so/ (accessed 2026).