Search for almost any local business today, and Google shows a map with three results first. Regular website listings appear only after that. Most people never scroll past those three. If your business isn't one of them, you are invisible to a huge share of nearby searchers. People looking for exactly what you offer, right now. This isn't a future trend. It's already how most local searches actually work, whether a business has noticed yet or not.
Ranking there depends on different signals than regular SEO. Your Google Business Profile completeness carries real weight here. So does consistent business information across the web, and genuine customer reviews. A business with an unclaimed or half-finished profile is handing that visibility straight to a competitor. That competitor simply bothered to set theirs up properly. We build local SEO around all of those signals together, not just one piece in isolation.