Google Business Profile
A Google Business Profile (formerly Google My Business) is a free Google listing with which a company controls how it appears in Google Search and on Google Maps – with name, address, phone number, opening hours, photos and reviews.
In practice
Complete, up-to-date profiles – every field filled in, suitable categories chosen, new photos added regularly – perform noticeably better in local search results than patchy listings. Verification by postcard, phone or video is necessary before you can actually manage the listing.