Google Business Profile
The free Google listing that controls how a business appears on Maps and in the local pack.
Google Business Profile (formerly Google My Business) is the listing a business claims and verifies to manage its presence on Google Search and Maps. It holds the name, address, phone, hours, categories, photos, posts, and reviews. It is the single biggest lever in local SEO, because Google leans on the profile's completeness, category accuracy, and review activity to decide who ranks in the map pack.