Business details Google shows, and where it gets them

Key takeaways

Google builds the business details it shows from three main places: your Google Business Profile, your website (including structured data) and other sites that mention you. Hours and address in local results come mainly from the profile. Site name, logo and organisation details come mainly from your website.

• 3 sources feed Google: your Business Profile, your website and third-party mentions.
• Hours and address in local results come mainly from your Business Profile.
• Site name and logo come from your website and its structured data.
• Fix the source, then wait: changes are not instant.

Where does Google get business details from?

Google gets business details from your Google Business Profile, from your website's text and structured data, and from other sites that mention your business. Global Bridge Labs (GBL) advises treating your website as the master record and your profile as its mirror, so the two never disagree.

• What information should every business website have?
• Schema markup for small business websites
• Google Business Profile vs website: what goes where

Which details come from your website?

The site name shown in search results, your logo and your organisation details are drawn largely from your website. Google's documentation explains that site names use signals such as your homepage title and WebSite structured data, and that Organization structured data can supply your logo, address and contact details.

• The image people see when your homepage is shared

Which details come from your Business Profile?

Opening hours, special holiday hours, address, phone number, categories and photos in Google Maps and the local pack come mainly from your Google Business Profile. Keep the profile and website identical. If the two disagree, buyers do not know which to trust, and nor does Google.

• Holiday and seasonal opening hours on your website
• NAP consistency: same name, address and phone everywhere

How do you correct wrong business details on Google?

Correct wrong details at the source. Update your Business Profile for hours, address or phone. Update your website text and structured data for site name, logo and organisation facts. Then fix any directory listings that still show old information. Changes take days or weeks to appear, not minutes.

• Moved premises? Update your website information first
• Local SEO for a small business website

Does structured data guarantee what Google shows?

No. Structured data helps Google understand your details but does not guarantee they appear. Google chooses what to display. Accurate, consistent facts across your website, profile and listings are what make your structured data believable, so markup is the last step, not the first.

• AI tools getting your business facts wrong? Fix the source

What does this look like in practice?

A pattern we see after a rebrand: the new name is on the website, but search results still show the old one. The homepage title tag, the structured data and the Business Profile were each updated at different times, or not at all. Aligning all three usually resolves it within a few weeks.

• See client work
• Website Design & Development for UK businesses

Google business details checklist

• Search your business name and note every detail shown.
• Compare each with your website.
• Update your Business Profile first.
• Update homepage title and Organization structured data.
• Fix major directory listings.
• Recheck after four weeks.

• Which page should each piece of information go on?

Next step

Search your business name on a phone today and screenshot what Google shows. Every difference from your website is a fix.