Google My Business — now officially called Google Business Profile — is a free tool from Google that lets you manage how your business appears on Google Search and Google Maps. It's the listing that shows your business name, address, phone number, opening hours, photos, and reviews when someone searches for you or your type of business.
For Singapore small businesses, a properly set-up Google Business Profile is often more valuable than the website itself for driving local foot traffic.
What Google Business Profile Does
When someone searches "dentist near Clementi" or "tuition centre Ang Mo Kio", Google shows a box with three local businesses and a map. These are Google Local Pack results — they come from verified Google Business Profiles.
If your business has a verified profile, you can appear in these results. If you don't, you won't — regardless of how good your website is.
Key features:
- Your business shows on Google Maps
- Customers can call you directly from the Google result
- Customers can see your opening hours, address, and photos before visiting
- You can collect and respond to Google reviews
- You see data on how people find and interact with your listing
Why It's Especially Important in Singapore
Singaporeans are prolific mobile searchers. 78% of local mobile searches result in a purchase or business visit. When someone searches for a service near them, the first results they see are the Local Pack — not organic website results.
For a neighbourhood business — a nail salon, hawker stall, aircon servicing company — Google Maps visibility can drive more new customers than any other channel.
Google Business Profile vs Your Website: What's the Difference?
They do different jobs:
Google Business Profile — controls your presence on Maps and local search results. Great for visibility and quick contact (phone, directions). Limited in what you can say about yourself.
Your website — full control over your story, services, photos, testimonials, and content. Ranks in organic search results. The destination your Google profile points to.
They work best together. Your Google Business Profile drives discovery; your website converts visitors into customers.
How to Set One Up
Visit business.google.com, sign in with a Google account, and follow the setup process. You'll need to verify your business — usually via a postcard sent to your business address.
For a detailed walkthrough, see our guide to setting up Google My Business in Singapore.