Is my Google Business Profile website link set up properly?

Why this one link matters

For local searches ("accountant near me", "solicitor in Maidstone"), your Business Profile often appears above the ordinary results. The website button on it can be one of the most-seen links to your business anywhere. It is also easy to set once and forget, so it may still point at an old address or the http:// version of your site.

Check 1: the exact address

Visit your site and copy the address from the browser bar: https:// or http://, with www. or without. The website on your profile should match it exactly. Google's help says to enter the full address, including "http://" or "https://".

If the profile says http:// and your site moves visitors to https://, the link still works, but every visit takes an extra hop. In Search Console the profile's impressions can also show against a homepage address nobody else uses, which makes your figures confusing.

Check 2: it opens a working page

Click the website button on your own profile, on a phone as well as a computer. Google's link guidelines expect links to reach a working page, not an error. An old page that now shows "not found" is a lost customer every time.

Check 3: it's the right page

For a single-site business, the homepage is fine. If you have several offices, each profile should link to that office's own page if you have one, so people land on the right address and phone number.

Check 4: add a tracking tag (optional, but useful)

Your analytics can't normally tell a visitor from your profile apart from any other Google visitor. Adding a tag to the end of the link fixes that, for example:

https://yourdomain.co.uk/?utm_source=google&utm_medium=organic&utm_campaign=business_profile

Google Analytics says you should always use the three tags utm_source, utm_medium and utm_campaign together, and that the values are case sensitive. Pick one spelling and stick to it. Make sure your homepage tells search engines its clean address (its "canonical" tag, which most website builders set automatically), so the tagged version isn't treated as a separate page.

Check 5: look at the right numbers

On a computer, go to business.google.com and choose Performance. On a phone, open Google Maps, tap Business, then See more next to Performance. You'll see profile views, the searches people used, and website clicks, calls and direction requests. Google only shows this for verified profiles.

For a local business, calls and direction requests can matter as much as website visits. If views are high and website clicks are low, look at what the profile shows first: photos, opening hours, reviews and the description.

How to change it

1. Sign in to the Google account that manages the profile.
2. Go to business.google.com (or, in the Google Maps app, tap Business).
3. Choose Edit profile and find the website field.
4. Paste the full address, with any tracking tag, and save.
5. Edits can take a little while to show. Check the live profile afterwards.