Google Business Profile: Key Features for Marketers

Google Business Profile, previously known as Google My Business, is a free business listing that includes reviews, questions and answers, and posts. For marketers, these features provide several distinct areas to consider when planning how to present a business through its listing.

The name change is worth noting when teams discuss the profile or refer to older materials. Using the current name in briefs and internal guidance can make it easier to distinguish the listing from references that still use Google My Business. Both names refer to the same offering described in the Semrush guide.

Reviews are one part of the profile to consider separately from the information a business prepares itself. Marketers can examine the topics raised in reviews and look for recurring themes. Those themes can help inform broader discussions about what information a business may need to clarify in its marketing materials.

The questions-and-answers feature offers another way to organize information around what people want to know. A team planning its approach could identify common topics and consider which points need a clear explanation. Keeping answers focused on the question at hand can also make the information easier to assess for accuracy and consistency.

Posts are a separate element to consider when planning content. Marketers can decide which subjects are appropriate for a post and how those subjects relate to the rest of the business’s messaging. A review of planned wording before publication can help teams check that it is clear and consistent with the information they intend to provide.

What this means for marketers

Treat the free listing as more than a name change to account for in documentation. Map out the work associated with reviews, questions and answers, and posts, then decide who will assess each area. Use what the team learns to identify information gaps and set priorities. Keeping those tasks distinct can make the profile easier to include in an overall marketing plan.