Google is trying to get more businesses to claim their local listing profile on Google Local. This is the result that appears when a web visitor searches for your name on Google Maps.
Starting today those businesses with a listing will also have access to free dashboard that provides feedback on the numbers of web visitors that view a company’s local listing. This obviously will help Google sell ads or upgrades at some future point. However for new it helps business owners to review exactly how powerful (or not) their Google Maps search results are.
Since the listing itself is free there’s not reason not to head over and setup your own Google Profile for business. In addition to the mundane street address and phone number you also have the opportunity to upload photos and YouTube videos (which I recommend because they will set you apart from your competitors). Some custom fields can be added which provide additional frequently asked questions that are not in the boilerplate Google listing profile.