Google Business Profile.In plain English.

Adding or claiming a profile is free, and Google allows only one profile per business. You must verify it before you can edit it. Google chooses which verification methods you're offered, and verification codes expire after 30 days.

Google says local results are based mainly on relevance, distance and popularity, which its guide also calls prominence, and that businesses with complete and accurate information are more likely to show up. You can't change your distance from a searcher, but you can work on the rest.

Google's own tips include replying to reviews. Breaking its guidelines can get a profile suspended.

Google Ads campaigns for local services now take the business name, address and hours straight from your profile, which is one more reason to keep it right.

Example: a med spa adds its holiday hours to its profile before December, so Search, Maps and AI answers don't send customers to a closed door.