Hello, this is Lake and Moon Design.
For those running local businesses or services, a Google Business Profile is like a “signboard” on the web. We often see people listing social media accounts, such as Instagram, under the “Website” section in the management dashboard.
“I don’t have a website yet, but I update my Instagram every day.”
I really understand that sentiment. But actually, when viewed in light of Google’s rules (guidelines), this is a bit of a risky situation.
Google’s Guidelines on “Official Locations”
Google provides the following guidance regarding the “Website” section:
“You cannot provide a phone number or URL that redirects—that is, ‘sends’—users to a location different from your actual business location or to a landing page different from your actual business website. This includes pages created on social media sites.” (Quote: Google Business Profile Guidelines)
The phrase “represents” actually carries a lot of weight here. Instagram and Facebook are, after all, platforms where you’re essentially borrowing space from another company. To be honest, from Google’s perspective, it’s difficult to view them as “independent locations that represent your store itself.”
Mai Minami, a Google Business Profile Silver Product Expert, also warns about the risks of setting social media URLs from a practical, on-the-ground perspective:
[Warning
— Mai Minami @Store Customer Acquisition (@minamimai_hp) February 2, 2026
] The “Website” field.
Entering Instagram, Hot Pepper Beauty, or LINE here violates the guidelines.
It’s like speeding—some people get caught, and others don’t.
However, it is a violation of the guidelines. If you don’t have your
own website, the correct thing to do is leave this field blank. pic.twitter.com/rIl3vD9fYw
Links you post with good intentions might end up hiding your store’s important signage—or, in the worst case, prevent it from being displayed at all. “It’s such a waste to miss out on a valuable opportunity to connect with customers just because of a single rule.”
“Social media is a place you can’t view without logging in.”
Why does Google place such importance on its own sites? It’s because Google is most interested in ensuring “user-friendliness” for searchers.
Social media posts may have restricted content that isn’t visible to people who don’t have an account or aren’t logged in. Even after going to the trouble of searching on Google and finding your page, visitors run into a wall that says, “Please log in to continue.” This isn’t exactly the best way to welcome customers.
“Open the page instantly and find what you’re looking for right away. That simple, everyday experience is actually the greatest form of user-friendliness on the web.”
What It Means to Have an “Official Website”
Social media is the best tool for conveying the “dynamic” nature of the here and now.
On the other hand, to organize and present unchanging information—such as menus, directions, business hours, and “the philosophy behind our business”—you still need a dedicated website as a “static” platform.
- Social media: Enjoying the
daily ebb and flow and conversations with customers at “events and markets” - A website
serves as the “main store”—a pillar of trust
Google views businesses that effectively distinguish between these two uses as “trustworthy places.”
Summary: Establishing a “sense of security” beyond your storefront
If you currently have your Instagram linked in the “Website” section, there’s no need to force yourself to create a fancy website. Start by setting up an “official presence” with your own domain (address), even if it’s just a single page.
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