Google Business Profile
A Google Business Profile is the free listing that controls how your business appears in Google Search and Maps: your name, hours, location, photographs, services and reviews. For most local businesses it is seen more often than the website, because it answers the question — are you open, where are you, are you any good — without a click.
The parts that get neglected
Hours during holidays, the service area, the categories, and replies to reviews. Each is quick, and each is visible at exactly the moment somebody is deciding whether to contact you. A profile that says you are open when you are closed costs a customer and a review at the same time.
Keeping it accurate over time
Profiles drift. Details change, someone edits something, a suggested edit is accepted. Checking it on a schedule is unglamorous and is the difference between a listing that helps and one that quietly misinforms. Google publishes the rules for what a profile may contain, and staying inside them protects the listing from suspension.