Definition
Google Business Profile (formerly Google My Business) is the free listing that shows a business's name, hours, reviews, photos, and location in Google Maps and the local map pack. It is the anchor of local search presence.
Why it matters
For a local business the Business Profile and the website reinforce each other: consistent name, address, and phone across both is a ranking signal, and the website is where a profile visitor goes to convert. One without the other underperforms.
How we think about it
We build the website so its name, address, and details match the Business Profile exactly, and so the LocalBusiness schema confirms them. Consistency across the two is one of the cheapest local-ranking wins available.