A Google Business Profile is the listing of a business in Google Search, Google Maps and other Google services. The profile shows your address or service area, opening hours, phone number, website and photos, among other things. To manage it, you add or claim your business and then verify it.
Why does it matter?
For searches with local intent, such as “plumber near me”, Google often shows business profiles. According to Google, three factors determine local ranking: relevance (how well your profile matches the search), distance (how far you are from the searcher) and prominence (how well known your business is, reflected in links and reviews, among other things). You cannot pay for a better local ranking.
Example
Say a hair salon in Deventer fills in its category, its opening hours and its special hours around the holidays, and responds to reviews. Google writes that businesses with complete and accurate information are more likely to appear in local results.
Common mistake
Adding keywords or a place name to the business name, such as “Salon Anna | Best hairdresser Deventer”. Under Google’s guidelines, the name must be your real business name; extra text can lead to suspension. A business that serves customers at their location and does not receive them on its premises hides its address and sets a service area instead.
See also NAP consistency and Google Business Profile and local visibility.