When someone searches for your business name or a relevant local query, your Google Business Profile shows up as a prominent box separate from the regular blue links. On desktop, it's a Knowledge Panel on the right rail. On mobile, it dominates the top of the screen above organic results. The profile displays your business name as a bold headline, followed by your primary category (like "SEO Agency" or "Italian Restaurant"), star rating, and review count. Below that, you'll see your full address, phone number as a clickable call button on mobile, business hours with a green "Open" or red "Closed" status, and a button linking to your website. A map snippet shows your exact location with a red pin. Below the core info, there's a photo carousel pulling from images you've uploaded or customers have shared. Further down, you'll find customer reviews with star ratings and text, a Q&A section where people ask questions about your business, and posts you've published (updates, offers, events). On mobile, there's also a "Menu" or "Services" tab if you've added that data. In Maps results, the same information appears but formatted for the Maps interface. When users click through to your full profile, they see additional sections: more photos organized by category (exterior, interior, at work), full review history, attributes (like "wheelchair accessible" or "free Wi-Fi"), and your business description. At Ottawa SEO, we treat the GBP as prime real estate. For our Ottawa clients, we upload fresh photos every 2-4 weeks, respond to every review within 24 hours, and use the posts feature to highlight recent projects or seasonal services. The profile isn't just a listing, it's often the first impression for 60-70% of local searchers, especially on mobile where it occupies the entire first screen. Make sure your hours are accurate, your photos show actual work, and your description mentions your service area clearly.