Google Maps is Google's free web and mobile mapping service, offering directions, satellite imagery, live traffic, and business listings. For SEO it matters because the local map pack, the cluster of business results shown for location and "near me" searches, is powered by Maps data and the Business Profiles attached to it.
When someone searches "coffee shop near me," Google blends its regular index with Maps data to show a map and three highlighted businesses. Appearing there is often more valuable than a classic organic listing, because it puts your hours, rating, phone number, and directions one tap away. That real estate is decided by local SEO, not traditional page ranking alone.
Google weighs three broad signals: relevance (does the profile match the query), distance (how close the business is to the searcher), and prominence (reviews, mentions, and overall reputation). A well-managed Google Business Profile feeds all three.
Consider a dentist competing in a mid-size city. With 180 reviews averaging 4.8 stars, complete service categories, and weekly photo updates, the practice held the top map-pack slot for "dentist" within a two-kilometre radius, while a nearby competitor with 12 reviews and a half-empty profile rarely appeared at all, even though it was physically closer.