How Google sources & uses info in Business Profiles & local search results

To provide users with the most complete and up-to-date information about places, Google displays profiles (including business profiles) on Google Search and Google Maps, as well as third-party websites and applications via APIs such as those on the Google Maps Platform. Google may also use profile information to generate insights and leads for enterprise customers.

Information on your Business Profile

For example, if customers search for a restaurant you manage, they can find information you’ve added, such as when you’re open and where you’re located. They also might get information you haven’t added, such as a link to your menu or photos customers have uploaded of meals they’ve enjoyed. The combination of information provided by you and other sources lets customers make informed decisions about your location. Users may also find personalized recommendations and matches based on their preferences.

How Google sources business information

Information in profiles is compiled from a variety of sources:

  • Publicly-available information, such as crawled web content (e.g., information from a business’ official website)
  • Licensed data from third parties
  • Users who contribute factual information (such as addresses and phone numbers), and content (such as photos and reviews), including business owners who claim profiles through Google Business Profile
  • Information based on Google’s interactions with a local place or business

If you believe a profile is inaccurate or should be removed, you can suggest an edit or flag it for removal. If you believe a profile should be removed under European data protection laws, please see here. If you believe it should be removed for any other legal reason, please submit a legal request. For further information about how Google processes personal data in the context of profiles, please see Google's Privacy Policy.

Information in local search results

Google uses business information to help surface relevant local search results across Google, such as in Google Maps and Search. 

For example, if you own a hair salon, your business might appear in local search results for people who search for “salons near me” or “salons open now” because you’ve provided information that includes your address and hours. Learn more about local search results.

Get help from Small Business Advisors

Want to receive one-on-one guidance and tailored recommendations on how to make the most out of your Business Profile? Try booking an appointment with Small Business Advisors.

Important: This service cannot troubleshoot issues, including Business Profile verification or suspension, or Google Ads billing.

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