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What is Google Business Profile?

Google Business Profile is Google’s free, official tool for managing how a business appears in Google Search and Google Maps. Having complete and accurate data on Google Business Profile ensures that your locations show up correctly in Google Search, Google Maps and voice assistant results. It also improves visibility in Google’s Local Pack and “Near me” results, which are critical for high-intent customers.

Data Flow & Third-Party Use

Google shares business location data through the Google Places API and Google Maps Platform, enabling thousands of apps and services to integrate that data. These include:

  • Transport & travel: Waze, Uber, Lyft, Citymapper, Moovit, Expedia, Booking.com, Airbnb
  • Food & delivery: Uber Eats, DoorDash, Grubhub, Postmates, Zomato, Deliveroo
  • Voice & AI assistants: Google Assistant, Amazon Alexa, Apple Siri, Samsung Bixby
  • Fitness & lifestyle: ClassPass, Mindbody, Strava, Zillow, Redfin, Eventbrite
  • Retail & e-commerce: Walmart, Costco, Target, Instacart, Shipt
  • CRM & analytics: Salesforce, HubSpot, Zoho CRM, Power BI

Google also integrates user-generated content and aggregator data, meaning that inconsistencies from other platforms can surface in your Google listings.

How PinMeTo Connects to Google

PinMeTo integrates directly with the Google Business Profile API. This enables real-time management of business names, categories, hours, holiday schedules, photos, posts and more across hundreds or thousands of locations. Updates are sent straight to Google, bypassing the need for manual edits and protecting against third-party overrides.

For a deeper dive, read our 2026 take on Local SEO Ranking Factors and How AI Changed Google Search Ranking and our overview of Local Listing Management for multi-location brands.

Frequently Asked Questions

What is Google Business Profile?
Google Business Profile (formerly Google My Business) is Google's free tool for managing how a business shows up in Google Search and Google Maps. It controls the information shown in the Local Pack, the knowledge panel, the 'Near me' results and the AI-generated answers in Search Generative Experience.
Why is Google Business Profile critical for local SEO?
Google still dominates local search in most markets. A complete, accurate Google Business Profile improves the chance that a brand appears in the Local Pack and Maps results, where the majority of high-intent local clicks happen. It also feeds Google's voice and AI answers.
How does PinMeTo work with Google Business Profile?
PinMeTo is a Google-certified partner with direct API access to Google Business Profile. You can manage names, categories, opening hours, holiday schedules, photos, posts and product information for hundreds or thousands of locations from one dashboard. Changes go straight to Google, bypassing manual edits and reducing the risk of third-party overrides.
Does PinMeTo help with Google reviews?
Yes. PinMeTo aggregates Google reviews across every location into one inbox and supports replying at scale, with workflows for tagging, escalation and brand-safe response templates. See our [reputation management software](/products/reputation-management-software/) for details.
How does AI Overviews and Search Generative Experience change Google local search?
AI Overviews increasingly summarise local results inside the Search interface. Google's AI-generated answers rely on the same underlying data that powers the Local Pack, so an accurate Google Business Profile is now a prerequisite for being cited in AI-driven discovery, not just classic search.

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