What is Google Business Profile for Tradespeople

Full definition

Google Business Profile (GBP) — previously known as Google My Business until 2021 — is a free platform provided by Google that allows businesses to manage how they appear across Google Search and Google Maps. A GBP listing displays a business's name, address, phone number, operating hours, service categories, photos, customer reviews, and direct messaging options.

For tradespeople, Google classifies any business that travels to customers rather than receiving them at a fixed premises as a Service Area Business (SAB). An SAB does not display a street address publicly; instead it declares the towns, postcodes, or radius it serves. Setting a realistic service area — reflecting the distance a tradesperson genuinely travels — is critical: a service area set to cover the entire UK weakens the relevance signal for any specific location.

GBP listings are the primary data source for the Google Local Pack (the three-business map block shown for local intent queries) and for Google Maps navigation. A verified, complete listing is the prerequisite for appearing in either.

Why it matters in 2026

According to SEO Scale Up's UK Local SEO Statistics 2025-26:

• 84% of UK adults search for local business information weekly.
• 51% of all Google searches contain local intent.
• 42% of local queries result in a click on a Map Pack listing.
• Complete GBP profiles generate approximately 81 customer actions per month.

Despite this, 26% of UK SMBs have no GBP at all, and only 41% have fully claimed and completed their listing. For trades businesses in competitive local markets, an optimised profile is one of the highest-return actions available at zero direct cost.

Reviews are the most powerful ranking signal within GBP in 2026. Businesses with 50 or more reviews receive 4.4 times more clicks than those with fewer than five. The 23-review mark at 4.0 stars or above represents the consumer trust threshold at which most searchers will consider making contact.

How it works

1. Claim and verify — visit business.google.com, create or claim the listing, and verify ownership via postcard, phone, or email.
2. Select primary category — this is Google's primary signal for which queries the listing is relevant to. A gas engineer should select "Heating Contractor" or "Gas Installation Service" rather than a generic "Contractor" category.
3. Complete all fields — business description, services list, operating hours (including special hours for Bank Holidays), phone number, and website URL.
4. Upload photos — exterior, van livery, completed jobs. Listings with photos receive significantly more direction requests and website clicks.
5. Collect and respond to reviews — request a review link via GBP and send it to customers after each job. Responding to every review, positive and negative, is a confirmed ranking signal.
6. Post weekly updates — GBP posts covering offers, job completions, and seasonal services signal recency to Google's local algorithm.

Difference from Checkatrade and TrustATrader listings

Dimension	Google Business Profile	Checkatrade / TrustATrader
Cost	Free	Paid subscription (typically £400-£1,200/year)
Where it appears	Google Search, Google Maps, AI Overviews	Platform website and own app
Verification	Google postcard, phone, or email	Identity and qualification checks
Review audience	General public via Google	Platform-specific visitors
SEO citation value	High — primary Google data source	High — trade-specific directories send strong local citation signals
Required for Local Pack	Yes — mandatory	No — supporting signal only

GBP and trade directory listings are complementary, not competing. A GBP listing without Checkatrade or TrustATrader citation support is weaker; a Checkatrade profile without a GBP listing will not place the tradesperson in Google Maps results.

Related terms

Local Pack, NAP Consistency, Missed Call Rate.