Google Business Profile

The free business listing that decides how a company appears in Google Maps and in local search results.

Formerly Google My Business. It holds the name, address, phone number, hours, categories, services, photos and reviews, and it is what the map pack draws on.

The primary category is the single highest-impact field in local SEO and the one most often left wrong. It determines which queries the profile is eligible for at all; everything else is optimisation within that eligibility.

A service-area business, one that travels to customers rather than receiving them, can hide its address and set service areas instead. What is not allowed, and is the most reliably penalised thing in local search, is listing an address the business does not actually operate from.

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Local SEO

Win the map pack in the barrios where your customers actually are

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Related terms

Local SEO The part of SEO that decides whether a business appears when someone searches with a place, or with intent to visit.
Map pack The block of three local business listings, with a map, that Google shows above the ordinary results for a local query.
AEO (Answer Engine Optimization) Optimising content so that answer engines and assistants quote it directly when they respond.
AIO (Artificial Intelligence Optimization) The use of AI inside the SEO process itself, to find opportunities and produce work faster, rather than optimising for AI.