A Google Business Profile makes local validation easier, but it is not a requirement for building strong brand signals. Even without a GBP, we can teach search engines who the brand is, how it connects across the web, and where the main site fits in the larger ecosystem. By focusing on consistent branded assets, clean schema, and smart interlinking, we can still build trust, authority, and visibility—just without tying everything to a verified street address.
Table of Contents
Why a Google Business Profile helps
Google treats a verified business profile as proof that a business exists at a real place. The verification process is a strong signal inside Google. That makes it easier to build what we call branded location authority — trust tied to a specific address.
When we have a GBP, we can point local signals to that verified location. That gives a clear boost for searches that expect a physical presence. But absence of a GBP does not mean we stop building our brand online.
What to build when there is no GBP
We focus on the same ideas we would use for local SEO, but drop the physical address. The core items are simple and repeatable.
- Name — Use the same business name everywhere.
- Phone number — A single main contact number helps tie listings together.
- Website URL — Link back to the same domain or the correct page every time.
- Social profiles — LinkedIn, Twitter, Facebook, YouTube, and other web 2.0 properties.
- Branded web properties — Profiles, directory entries, author pages, and ID pages.
- Interlinking — Link your branded assets to each other and to your main site.
Keep the data consistent
Consistency matters. Use the same format for name and phone across every listing. Small differences make it harder for search engines to connect the dots. If we do not have an address, we simply omit it, but keep name, phone, and website identical.
Got SEO Questions? Get answers every week at 4pm ET at Hump Day Hangouts. Ask questions ahead of time, or live – just go to: https://semanticmastery.com/hdho (bookmark this!) 10+ years of insights given every week!
Get your checklist to help get better results with GBPs, faster.
Use schema the right way
Without a physical location, use Organization schema instead of LocalBusiness schema. There are many subtypes like Corporation, MedicalOrganization, and others that match different business types.
Include sameAs attributes in the schema. SameAs should list the external URLs of your social profiles and branded pages. This tells search engines that these pages belong to the same brand and helps build the brand node in the knowledge graph.
Why citations still matter without an address
A citation is any published mention of the brand that includes identifying details like the name, website, or phone number. It does not have to include an address to be useful. A social profile, a directory entry, or an ID page that lists our name and phone is still a citation.
Citations create a web of references that point back to our brand. Even if those references are not tied to a verified location, they strengthen how search engines understand the brand itself.
How to build and link branded assets step by step
- Create a list of branded properties you control or can register: social profiles, web 2.0s, directories, author pages, and ID pages.
- Standardize the NAPW data: Name, phone, website. Omit the address if none exists.
- Publish the same NAPW info on each property and link them back to your main site.
- Add Organization schema on your main site and include sameAs links to those properties.
- Interlink the properties so they form a clear web of branded pages.
- Use directory citations and profile pages to expand discoverability.
Brand authority versus location authority
Brand authority is the overall strength of a brand across the web. Location authority is brand strength tied to a specific physical place. A GBP is what helps build location authority because it verifies the business at an address.
Even without location authority, brand authority still helps. It can lift the site for broader, non-local searches and improve trust signals. We should aim to build both kinds of authority when possible, but we can still make steady progress without a GBP.
When to prioritize getting a GBP
If our business has a verifiable physical location or serves customers in a clear service area, we should prioritize creating and verifying a GBP. It is the fastest way to get a location badge inside Google. Otherwise, focus on building the brand footprint first and consider GBP later if the business model changes.
Quick checklist for branded assets without GBP
- Create at least 5 strong branded profiles (social or web 2.0).
- Ensure Name and phone match exactly across all properties.
- Add Organization schema to the main site with sameAs links.
- Link each profile back to the website and to each other where relevant.
- Use directory citations that list name, phone, and website.
- Monitor and correct inconsistencies regularly.
Practical examples
If we run several personal lead gen sites for an online service business and do not attach a GBP, build a branded profile for each personal brand or for the umbrella brand. Use consistent phone numbers or clearly labeled department numbers. Publish profile pages on platforms that allow bio, contact, and links. Then add those URLs to the sameAs list in schema on the relevant site.
What about multi-location businesses?
For multi-location businesses, GBP helps assign signals to each exact location. But the same branded asset approach still applies to the overall brand. Branded assets that point to the corporate site help the wider brand authority, while verified GBPs help each location’s authority.
Common mistakes to avoid
- Using different phone numbers across properties without purpose.
- Having slight variations in the business name on different listings.
- Forgetting to add sameAs links in schema.
- Leaving profiles unlinked or isolated from the main site.
FAQ
Can we rank locally without a Google Business Profile?
Yes, but it is harder. You can still rank for some terms using strong on-site SEO, citations without addresses, and brand authority. For searches that expect a local storefront, a GBP helps much more.
What schema type should we use if we do not have an address?
Use Organization schema or a subtype that matches your business type. Include sameAs links to your social profiles and branded pages to help search engines connect those assets.
Are social profiles considered citations?
Yes. Any public page that lists your business name, phone, or website counts as a citation. Social profiles are valuable citations when they include consistent contact details.
Do we need a phone number on every profile?
A phone number helps tie profiles together, so include a consistent main number where possible. If you use multiple numbers, be clear about what each number represents.
Will branded assets help national or non-local SEO?
Yes. Brand signals and a clear web of branded assets influence how search engines view the brand. This can help for non-local searches and for broader visibility beyond a single location.