Google Business Profile (formerly known as Google My Business) is a free tool provided by Google that allows businesses and organisations to manage their online presence across the search engine and its growing portfolio of services. By creating and maintaining a Google Business Profile, businesses can enhance their visibility on Google Search and Google Maps, providing essential information such as business name, address, phone number, hours of operation, and website URL. Additionally, businesses can post updates, respond to reviews, and upload photos, which helps to engage customers and build credibility. This tool is crucial for local SEO, as it helps businesses appear in local search results and provides potential customers with accurate, up-to-date information about their services or products.