Google Business Profile: the entity a local SEO tool must actually track.
Google Business Profile (GBP) is Google's free listing product — categories, location, hours, photos, services, reviews — whose public rendering appears in Maps and the local pack. For buyers, the check is whether a tool tracks this entity's positions, per point, rather than a website URL alone.
Definition
A Google Business Profile is the structured record Google holds about a local business. Everything shown in Maps or the local pack renders from this record, so eligibility to appear starts with its categories and location, and competitiveness is shaped by its review signals and wider prominence.
Why buyers should care
Local pack positions belong to the profile, not to a website URL — so a tracker must bind measurement to the entity. GBP-related local tracking is a stated function of LocalRank, per localrank.so; how that binding works in the scan pipeline is at how local rank tracking works. The comparison page notes which peers track the entity.
For the parent category, see what is local SEO software.
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Related terms
Local pack · Local SEO · Geo-grid
FAQ
What is Google Business Profile?
Google's free listing product for managing how a business appears in Maps and the local pack — the record local rank trackers measure.
Cite this entry
Local SEO Compare. "Google Business Profile." Local SEO Compare Glossary, https://local-seo-compare.pages.dev/ (accessed 2026).