GBP & Local SEO Glossary
Every term you need to know about Google Business Profiles and local search engine optimisation — explained in plain English with practical context.
Where a definition uses Google's own wording it reflects Google's published documentation. Terms such as "Local Pack", "NAP" and "citation" are general industry terms rather than Google's, and features named after GBPly (Profile Strength, Opportunity Score, Rank Replay) are ours — how we calculate them is documented on our sources page.
A
AI Search / AI Mode
Google's AI-generated search results that summarise and recommend businesses. Google has not published how individual information sources are weighted; keeping your business information accurate and complete is what you can control.
Ask Maps
Google's AI-powered conversational search feature on Maps, launched in March 2026. Powered by Gemini, Google says it analyses Maps information about places, reviews and contributor insights, and can also draw on information from the web.
Attributes
Specific features or characteristics of your business that Google displays on your profile — like 'wheelchair accessible', 'free Wi-Fi', 'outdoor seating', or 'women-led'. Attributes help your business match detailed search queries.
B
Bulk Posting
Importing and scheduling multiple GBP posts at once, often via CSV. Useful for agencies managing multiple clients or businesses running seasonal campaigns.
C
Citation
Any online mention of your business's NAP (Name, Address, Phone). Citations on directories like Yelp, Yell, and industry-specific sites help Google verify your business information and boost local rankings.
Completeness Score
A measure of how thoroughly a Google Business Profile is filled out. Google's guidance asks businesses to provide complete, accurate information; a completeness score shows which fields — description, services, hours, attributes, photos — are still missing so you can prioritise them.
CTA (Call to Action)
An actionable link or button on a GBP post. Options include 'Book', 'Order online', 'Buy', 'Learn more', 'Sign up', and 'Call now'. Each post should have a clear, relevant CTA.
F
FAQ Knowledge Base
One approved answer per common customer question, maintained by the business rather than on the Business Profile itself. Answers are reused as Google Business Profile posts, FAQ structured data on your website, and staff scripts — replacing the retired public Q&A section.
G
GBP Posts
Updates, offers, and events published directly to your Google Business Profile. Posts signal business activity, add keyword-rich content, and give potential customers reasons to engage.
Google Business Profile (GBP)
A free business listing on Google that appears in Google Search and Google Maps. Formerly known as Google My Business (GMB). It displays your business name, address, phone number, hours, reviews, photos, and more.
Google Business Profile Q&A
A former Business Profile section where anyone could ask or answer questions about a business. It is no longer present on the profiles we manage and the Business Profile API has no endpoint for it, so no tool can manage on-profile Q&A. Businesses now keep their answers in an owned FAQ set and publish them as profile posts and website content.
Google Business Profile Suspension
When Google disables a business listing for violating its guidelines. Common causes include keyword stuffing in the business name, using a fake address, or review manipulation. Reinstatement requires an appeal.
Google Maps Ranking
Your business's position in Google Maps search results for a given keyword and location. Rankings are hyper-local — your position changes depending on where the searcher is standing.
Grid-Based Rank Tracking
A method of checking your Google Maps ranking from multiple geographic points around your business location. This reveals how your rank varies by the searcher's position — essential for understanding true local visibility.
I
Insights / Performance Metrics
Analytics provided by Google showing how your business profile performs — including search impressions, profile views, website clicks, direction requests, and phone calls.
K
Knowledge Panel
The information box that appears on the right side of Google search results when someone searches for a specific business by name. It pulls data from your GBP, website, and other sources.
L
Local Pack / Map Pack
The block of three business listings (with a map) that appears at the top of Google search results for local queries. Also called the '3-Pack'. Getting into the Local Pack is the primary goal of local SEO.
Local SEO
Search engine optimisation focused on improving a business's visibility in local search results. Includes GBP optimisation, citation building, review management, and local content creation.
M
More Hours
Additional hour sets beyond your main operating hours — like 'Delivery Hours', 'Drive-through Hours', or 'Senior Hours'. Not all categories support more hours.
N
NAP
Name, Address, Phone number. The three core pieces of business information that must be consistent across your GBP, website, and all online directories. Inconsistent NAP data confuses Google and hurts rankings.
O
Opportunity Score
An AI-generated score (0–100) that measures how much room a business has for GBP improvement. Used by agencies to identify and prioritise prospects based on profile optimisation gaps.
P
Photo Categories
Google categorises GBP photos into types: Cover, Logo, Interior, Exterior, At Work, Team, Food & Drink, Menu, and more. Adding photos to the right category helps Google understand and display your business accurately.
Primary Category
The main category assigned to your Google Business Profile. Google names categories as one of the signals behind relevance, and the primary category is the one you control most directly. Choose the most specific category that describes your core business.
Profile Guard
A monitoring feature that detects unauthorised changes to your Google Business Profile — including edits by Google, competitors, or Maps users — and allows one-click revert to restore your original data.
Prominence
How well-known and authoritative a business is online. Built through reviews, backlinks, citations, brand mentions, and overall web presence.
Proximity
How close a business is to the searcher's location. One of Google's three core Local Pack ranking factors. You can't change proximity, but strong relevance and prominence signals extend your effective radius.
R
Relevance
How well a business profile matches the intent of a search query. Improved through accurate categories, detailed services, keyword-rich descriptions, Q&A content, and regular posts.
Review Gating
The practice of screening customers before asking for a review — sending happy customers to Google and unhappy ones elsewhere. This violates Google's guidelines and can result in review removal or profile suspension.
Review Velocity
The rate at which a business receives new reviews over time. A steady stream of reviews is more valuable than large bursts. Sudden spikes in reviews can trigger Google's spam detection.
S
Schema Markup
Structured data added to your website's HTML that helps search engines understand your business information. LocalBusiness schema can reinforce your NAP data and improve rich result eligibility.
Secondary Categories
Additional categories you can add to your GBP beyond the primary category. These expand the range of searches your business can appear in but carry less weight than the primary category.
Service Area Business (SAB)
A business that serves customers at their location rather than at a fixed storefront — like plumbers, electricians, or mobile hairdressers. SABs can set a service area on their GBP instead of displaying a street address.
Special Hours
Temporary adjustments to your regular business hours for holidays, events, or closures. Setting special hours prevents Google from showing incorrect information and avoids customer frustration.
Star Rating
Your business's average review score on Google, displayed as 1–5 stars. Ratings impact both rankings and click-through rates. Businesses with ratings below 4.0 may be filtered out of some search results.
Storefront Business
A business that serves customers at a physical location. Storefront businesses display their full address on their Google Business Profile.
U
UTM Parameters
Tracking codes added to URLs in GBP posts and website fields. They allow you to track which clicks and conversions came specifically from your Google Business Profile in Google Analytics.
Ready to Put These Terms Into Practice?
GBPly gives you every tool you need to optimise your Google Business Profile — from review management to rank tracking, AI content to profile protection.
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