Google Business Profile
Google Business Profile is the establishment listing displayed in the local pack and on Maps: hours, reviews, photos, directions. For a proximity business, it typically generates more direct contacts than the website itself.
In practice
The three local ranking factors: category relevance, distance, and prominence. A complete listing — detailed services, recent photos, replies to reviews — outranks an empty one at the same distance. Reviews account for roughly a fifth of local pack ranking: requesting them systematically after each job is not optional.