Google Business Profile terminology can be confusing because several different links may be associated with the same business. Your business website URL, a link that opens your Business Profile on Google, and a link used to request reviews serve different purposes.
This guide explains what each link refers to, how they relate to one another, and what to check when connecting your website with your Business Profile.
Quick Answer: The website URL associated with your Google Business Profile should point customers to your actual business website. A Business Profile link instead opens your business listing or profile on Google, while a review link can direct customers to the review process. These links serve different purposes and should not be treated as interchangeable.
The Website Link in Your Profile
A Google Business Profile can include a link to the business’s website. This link should take customers to a relevant page on the website associated with the business.
For a business with one location, that may be the main website or another appropriate page. A business with multiple locations may instead have a relevant page for an individual location when that page accurately represents the location.
If you’re reviewing the site that your profile links to, our guide to website structure for SEO explains how pages can be organized so visitors and search engines can understand the site more easily.
Your Google Business Profile Link
A link that opens your Business Profile or business listing on Google serves a different purpose from the link to your own website. Instead of taking someone to a page you control on your domain, it takes them to your business information on Google.
This distinction is useful when sharing your business online. If you want someone to visit your website, use the appropriate website URL. If you specifically want someone to view your business information on Google, use an appropriate link to the Business Profile or listing.
Profile Links and Review Links
A general link to your Business Profile and a link intended for requesting customer reviews should also be treated as different tools. A profile link can be useful when you want someone to view the business information available on Google, while a review link is intended to take customers toward the review process.
When you need a review link, use the current review-link option provided through your Business Profile rather than relying on an older URL format or shortcut.
Why the Difference Matters
Each link should take the customer where they expect to go. Someone clicking a website link generally expects to reach the business’s website, while someone receiving a review link expects a path toward leaving feedback.
It’s also useful to keep the website information you publish across relevant business profiles and listings accurate and current. Our article on local SEO citations explains how business information and citations fit into a broader local SEO process.
Best Practices for Linking Your Website and Profile
- Use a relevant, working website URL — make sure the link leads to a page that accurately represents the business or location.
- Keep published website information current — update profiles and relevant listings when an important website URL changes.
- Use the right link for the intended action — send customers to your website when you want them to visit your site, to the Business Profile when you want them to view the listing, and to the appropriate review link when requesting a review.
- Check location-specific destinations carefully — if your website has a dedicated page for an individual location, consider whether that page is the appropriate destination for that location’s profile. The URL you use should accurately represent the business or location and lead to a working page.
If you haven’t created your profile yet, our guide on how to add a Google Business Profile walks through the initial setup process.
FAQ
Can I use my Google Business Profile instead of having a website?
A Business Profile and a business website serve different purposes. A Business Profile can present business information on Google, while a website gives the business control over its own pages, content, navigation, and customer experience. Whether you need both depends on what your business needs online.
Do I need to update the website link if my URL changes?
If the website URL associated with your Business Profile changes, update the profile so customers are not directed to an outdated or incorrect destination.
Is my Business Profile link the same as my website URL?
No. Your website URL points to a page on your business website. A Business Profile or listing link opens your business information on Google. They should be treated as separate destinations.
Should multi-location businesses link every profile to the same homepage?
Not necessarily. If your website has a dedicated page for an individual location, consider whether that page is the appropriate destination for that location’s profile. The URL should accurately represent the business or location and lead to a working page.
Keeping Your Website and Profile Links Clear
The simplest approach is to choose each link based on what you want the customer to do next. Use your website URL to send customers to your site, a Business Profile link when you want them to view your business information on Google, and the appropriate review link when you’re requesting feedback.
If you want help reviewing how your website and Business Profile fit into your broader local-search presence, our local SEO service page explains Traffisite’s approach.