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Google Business Profile Management
The profile detail page (/profiles/:id) is where you spend most of your time per client. It centralizes every Google Business Profile capability.
The tabs
A profile detail page has these tabs (visible ones depend on role, feature flags, and connected integrations):
| Tab | What you do here |
|---|---|
| Overview | At-a-glance status, recent activity, pending items. |
| Edit Info | Business name, address, phone, website, hours, attributes — and categories (primary + additional) are edited here too. |
| Reviews | Read, filter, reply to Google reviews. |
| Posts | Manage GBP posts and the calendar for this profile. |
| Photos | Photos and videos — pending, approved, live on Google. |
| Performance | GBP metrics (impressions, calls, directions, clicks) over time. |
| Library | Per-profile content and asset library. |
| Settings | OAuth credential, monitoring schedule, brand profile. |
| Messages | The platform's case-thread conversation for this profile (internal team chat + client thread on linked cases) — NOT Google's own GBP-side customer messaging. |
| Documents | Intake docs and uploaded files scoped to this profile. |
| Raw Data | The raw JSON the platform last received from Google for this profile. |
| Activity Log | Audit trail of every change made to this profile. |
| Social Accounts (flag-gated) | Connected Facebook / Instagram / LinkedIn / etc. accounts. |
| Directories (flag-gated) | Citation and listing accuracy across directories. |
Edit Info
Updates flow to Google in two ways:
- Direct push — for simple changes (hours, phone), the platform calls Google's API immediately. Most updates appear on the live listing within hours.
- Pending update queue — for changes Google manually reviews (name, address, primary category), the update enters a pending state. The platform polls Google and updates the status as it goes through review (
pending→accepted/rejected).
You'll see "Pending Google review" banners on fields that are in review.
Categories
A profile has one primary category (drives most of Google's matching) and up to 9 additional categories. Edit them on the Edit Info tab:
- See current categories.
- Edit either primary or additional with category-search dropdown.
- Get AI-aided suggestions for related categories based on your business's existing content and competitor analysis.
Hours & holiday hours
Standard hours per day of the week, plus:
- Special hours for holidays / closures.
- More hours types: drive-through, kitchen, takeout, etc. (depends on category).
Attributes
Google offers hundreds of yes/no attributes per category — "wheelchair accessible," "good for kids," "dine-in," etc. The platform shows only the attributes relevant to your category and lets you toggle them.
Multi-location operations
For chains, see the Profile Groups section — bulk-update many profiles at once.