Connecting Your Google Business Profile to Your Website

Your GBP listing should link to your website, and your website should reflect the same NAP information and service details as your profile — this consistency reinforces trust signals for Google and gives visitors a seamless experience moving between the two.

Link to your homepage for a single-location business, but for multi-location businesses, link each location's GBP to that specific location's dedicated page rather than a generic homepage — this gives the visitor immediately relevant information rather than requiring them to search your site for their local branch.

Tagging your GBP website link with UTM parameters lets you see exactly how much traffic and, with conversion tracking, how many leads originate specifically from your Google Business Profile — data that's otherwise easy to undercount if GBP traffic isn't distinguished from other organic traffic in your analytics.

LocalBusiness schema markup on your website (see our schema markup guide) that matches your GBP information reinforces the connection between the two in a way Google's systems can parse directly, beyond just the visible link.