Google Business Profile (GBP) is the free local listing tool that allows businesses to manage how they appear in Google Search and Google Maps. It was rebranded from Google My Business in November 2021. A completed profile — including business name, address, phone number, website, hours, category, photos, and reviews — is the primary signal Google uses to populate the local pack (the map results shown for location-based queries) and Knowledge Panels. Businesses can post updates, respond to reviews, add products or services, and view search performance data directly within the profile. For service area businesses that do not serve customers at a physical address, GBP allows the business address to be hidden while still appearing in local results. Profile completeness, review quantity and sentiment, posting frequency, and NAP consistency across the web are all factors that influence local pack ranking.