Google Business Profile
Google Business Profile (formerly Google My Business) is Google's free local-business listing system that powers the Google Maps panel, the local 3-pack on Search SERPs, and entity verification in the Knowledge Graph. A verified GBP listing is the single highest-leverage local-SEO signal available to a brick-and-mortar business.
In depth
Required for entry into the local 3-pack, without a verified GBP, a business cannot appear in 'near me' or city-name queries regardless of organic SEO strength.
GBP signals Google uses for ranking: completeness of profile (hours, photos, services, attributes), review volume + recency + sentiment, citation consistency across the web, and proximity to searcher.
Verified GBP is one of Google's strongest single inputs to Knowledge Graph entity resolution for local businesses, typically resolves entity confusion within 2-6 weeks of verification.
GBP categories matter more than the business name for ranking, pick the most specific primary category available; add 1-3 secondary categories for adjacent service lines.
Common misconception
Creating a GBP listing isn't the verification step. Google sends a postcard, phone call, email, or video verification request after creation that must be completed before the listing appears in Maps or local-pack results. Unverified listings are invisible to users.
Source: Google Business Profile Help
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