Key takeaways:
- Linking works in both directions: your site goes in the profile, and your profile goes on your site.
- Google wants the complete URL with https:// and a site that Googlebot can crawl without blocks.
- Google internal data shows 7x more clicks for businesses with complete profiles, and your site is part of that.
- Add utm_source, utm_medium and utm_campaign so Google Analytics reports profile visits as their own campaign.
- Google turned off websites made with Business Profiles in March 2024, so those owners need a new site.
What this guide covers
- How do I link my Google Business Profile to my website?
- How to add a website to Google Business Profile
- How to track profile clicks with UTM parameters
- How to find your profile URL and review link
- How to embed Google Business Profile on your website
- How to connect your site with LocalBusiness schema
- How to connect social media links
- Frequently asked questions
To link a Google Business Profile to a website, you add your site in the profile's Website field, then connect back from the site with a profile link, a Google Maps embed and LocalBusiness structured data.
Most business owners stop at the first half. They paste a homepage into the profile once and never point their own pages back to the listing on Google Search. The free Business Profile websites many small shops relied on also disappeared in 2024, leaving some profiles with a dead button. A broken Website button loses potential customers at the moment they are ready to act.
This step by step guide covers both directions: the Website field on a computer or on iPhone and Android, the rules Google enforces, UTM tracking, then the profile link, map and schema that tie your site to your business listing.
How do I link my Google Business Profile to my website?
Linking a Google Business Profile to your website means two connections: the Website field sends searchers from the profile to your site, and your site points back to the profile through a profile link, a map and structured data. Together they help Google and customers match one business.
The profile side is a two minute task that only needs the Google Account you use to manage your business, no Google Ads account or paid plan. It matters in the store too: a customer who taps a tap-to-review plate at checkout lands on that same Business Profile on Google, and its Website button has to work.
Businesses with complete profiles receive 7x more clicks, according to the Google Business Profile best practices playbook (Google internal data).
The benefits go beyond clicks. The same playbook reports 35% more clicks through to their websites for businesses with photos. A profile without a working site button wastes that visibility.
How to add a website to Google Business Profile
Adding a website to Google Business Profile takes place in the Edit profile menu, which you open from Google Search on a computer or from the Business tab of the mobile app. You paste the full URL in the Website section, save, and the change applies to your existing profile.
| Where | Path | Last step |
|---|---|---|
| Google Search, computer | Your Business Profile, then Edit profile | Fill in Website, select Save |
| Google Maps app | Business tab (bottom right), then Edit profile | Update Website, tap Save |
If you have not claimed a listing yet, start there: add or claim the profile, then verify your business. Our guide to creating a profile covers those steps.
Some business categories get extra fields for online orders, reservations or appointments. Use those options for booking pages, not your homepage again.
Which URL does Google accept?
Google's Edit your Business Profile help page lists three checks: enter the full URL with http:// or https://, make sure Googlebot isn't blocked on your site, and use Google Search Console to look for possible penalties.
The deeper rule sits in the profile guidelines. The site must represent your individual business location, so a company with multiple stores points each profile to its own store page, not one generic homepage.
Do not provide phone numbers or URLs that redirect or 'refer' users to landing pages or phone numbers other than those of the actual business, including pages created on social media sites.
Guidelines for representing your business on Google, Google Business Profile HelpThat policy rules out tracking redirects, shorteners through other domains, agency landing pages and a Facebook page used as a stand-in for a site. The domain in the Website field should stay under your control.
How to track Google Business Profile clicks with UTM parameters
Tracking Google Business Profile clicks works by adding UTM parameters to the address in the Website field. Google Analytics reads those tags automatically and reports profile visits as their own campaign, which complements the Website clicks figure in the profile's performance insights.
Business Profile defines Website clicks as the number of times people clicked on the website link on your profile. That gives volume, not what visitors did next on your pages.
https://www.yourshop.com/?utm_source=google&utm_medium=organic&utm_campaign=gbp_listing
Google's Analytics help on URL builders and campaign data says to always set utm_source, utm_medium and utm_campaign. The values then show up in the Traffic acquisition report, where you can view profile visitors next to other marketing sources.
Keep the tags stable over time. Renaming the campaign every month breaks your history. Give booking or order fields a different utm_campaign value.
How to find your Google Business Profile URL and review link
Your Google Business Profile URL is the share link of your listing on Search and Maps, and your review link is a separate link that opens the review form. Google generates both, and both belong on your site so visitors reach the profile in one tap.
Google Business Profile URL: the public web address of your business listing, still called a Google My Business URL by many owners.
To get it, open your business in Google Maps on a computer, open the menu, choose Share or embed map, then Send a link and Copy link. Paste it in your footer and on your contact page.
For the review link, go to your Business Profile, select Read reviews, then Get more reviews, and copy it. The same panel offers a QR code you can save and display in your store. Never trade a discount for a review: Google's policy treats incentives as fake and misleading content.
A plate with an NFC chip and a QR code opens your Google review form on iPhone and Android. Activation takes a few minutes with a QR code and a code, with no subscription.
See the review plate →
How to embed Google Business Profile on your website
Embedding Google Business Profile on your website usually means an iframe that shows your pin and opens the listing on Google. Google provides this embed code for free from the Share menu, so no plugin or developer is needed.
Open your business on a computer, choose Share or embed map, then Embed a map and Copy HTML. Paste the snippet into a custom HTML block on your contact page. WordPress, Shopify, Wix and Google Sites all accept it.
A pin shows where you are, not what customers say. A Google Business Profile widget that displays star ratings is a separate tool, covered in our guide to showing Google reviews on your site.
Text button in the footer and contact page. Free, light, opens your listing.
From the Share menu. Free, shows where you are, adds page weight.
Third party script or API build. Shows stars, often paid, heavier.
Use the iframe on one page, not sitewide. An iframe on every page slows mobile loading for little gain.
How to connect your site to your profile with LocalBusiness schema
LocalBusiness schema connects your website to your Google Business Profile in structured data: a JSON-LD block that repeats your name, address and phone and points to your listing. Google requires name and address and recommends url, telephone, geo and opening hours.
Two schema.org properties do the linking. hasMap is defined as a URL to a map of the place, so it takes your profile share link. sameAs takes pages that unambiguously indicate the item's identity, such as your social profiles.
| Property | Value | Purpose |
|---|---|---|
| name, address | Exact profile name and street | Required by Google |
| url | Your homepage or store page | Matches the profile field |
| hasMap | Your profile share link | Points to your listing |
| sameAs | Facebook, Instagram, LinkedIn pages | Confirms your identity |
Google's LocalBusiness guide does not list sameAs or hasMap among its supported properties, so treat them as clarity for a search engine, not a rich result trigger. Markup that contradicts the visible page helps no one. Create the block, then run the Rich Results Test to correct errors before you publish.
How to connect social media links to Google Business Profile
Connecting social media links to Google Business Profile uses a dedicated section in the profile editor, separate from the Website field. Google supports Facebook, Instagram, LinkedIn, Pinterest, TikTok, X and YouTube, with one per platform, in select regions only.
Keep the social accounts in the profile, the sameAs list in your schema and the icons in your footer identical. Sources that agree enhance your online presence instead of splitting it.
The same applies to name, address and phone: when you update your business on the profile, update the site the same day. Our primer on consistent NAP citations explains how to ensure accuracy across directories.
- Do: use the same business name, spelling and suite number on the profile, the site and the schema.
- Do: point each store's profile to its own store page.
- Don't: put a Facebook page or a URL shortener in the Website field.
- Don't: paste web addresses into the business description, where Google allows none.
Google names relevance, distance and prominence as its local ranking factors, and a site and profile that confirm each other leave less room for doubt in local SEO.
The same logic applies offline. A Digifeel plate opens your Google review page, and a reader who then taps Website should land on pages that show the same details.
Frequently asked questions
What happened to websites made with Google Business Profiles?
Google turned off websites made with Google Business Profiles in March 2024. Visitors were redirected to the Business Profile until June 10, 2024, and then the redirect ended. If your profile still points to one of those old sites, build a new one on another platform, such as Google Sites or Shopify, and update the Website field.
Can I add more than one link to my Business Profile?
You get one main Website field, plus one social media account per supported platform. Some business categories can also add fields for online orders, reservations or appointments. Each should lead to a page of your own business, so keep booking pages in the booking fields and your homepage or store page in the main field.
Why is my website button not working on my profile?
Check the format first: Google needs the full address including http:// or https://. Then make sure robots.txt does not block Googlebot, and open Google Search Console for manual actions or security issues. Finally, remove any redirect through another domain, since the guidelines reject URLs that send users to pages other than the business's own.
Your next step
Open your profile today and test the Website field against three points: the full https:// address, a page that belongs to your business, and UTM tags that Google Analytics can read. Then turn to your own site. Add the profile share link to the footer and contact page, place one iframe where visitors look for directions, and publish LocalBusiness markup with hasMap and sameAs. Both directions matter, and each takes under an hour. Which page should every profile visitor see first?
