Google+Local, which evolved from Google Places, is a Google service that enables businesses to appear in Google Maps searches. These entries are typically auto-generated by Google, but businesses can create and manage them through the Google Places Business Center.
To process an entry, verification and confirmation are required. Google+ Local has replaced the Google Places system, transferring profiles from Google Places to Google+Local.
In 2004, Google introduced Google Local, followed by the Google Local Business Center and Google Maps a year later. This allowed users to search maps by company, street, and city using Google Maps, and create their own business entries. These entries appeared in searches when users looked for keywords matching the business information.
Google Places and Google Maps have evolved significantly since their inception. Between 2005 and 2013, Google incorporated various technologies acquired from smaller companies. The integration of Google Places into Google+ marked a significant step, impacting Google search as a whole and enhancing mobile internet use. A comprehensive overview of Google Places' development is available in this PDF:
http://www.davidmihm.com/images/places_infographic/Google_Places_History.pdf
To enhance Google Maps' appeal, Google has been auto-generating business entries since Google Places' launch, using data from publicly accessible sources like the Yellow Pages. Companies can claim and edit these entries by verifying and linking them to a Google account. Since 2013, Google Places entries can be managed via a Google Plus Local account.
The integration of Google Places profiles into Google+ Local was a crucial milestone for local search, offering new possibilities for users and business managers. It is believed that Google aimed to attract more users to its social network through this integration.
Unlike the static nature of Google Places, Google+Local emphasizes customization and customer interaction. To manage an entry, a Google+ account is now essential, allowing management of the Google+Local page. Verification can be done through various methods, including HTML tag confirmation.
Benefits of a Google+Local account:
For users, a Google+Local entry allows sharing with others, similar to a Facebook page. It facilitates quick company contact and information retrieval. The app also displays entries regionally, thanks to IP and GPS localization.
With the introduction of universal search in 2007, Google incorporated various vertical search results into organic search results. This includes Maps search results. If a local reference is included in a search query, users see a map snippet with local business entries based on their location.
Company locations are also integrated into organic results during company searches. For search engine optimization, a Google Places entry or Google+Local account is vital for maintaining top positions in local searches.
A Google+ account enables the creation of positive social signals. Company website pages can be posted on Google+ and "plussed" by users. Positive user ratings improve website positioning in local search results. Linking the company website with the Google+ Local page can further strengthen the domain.