Local SEO works through three core ranking factors that Google evaluates when someone searches for a service or product in a specific area: proximity to the searcher, relevance to their query, and prominence of your business. When you search "plumber near me" or "Ottawa dentist," Google's algorithm pulls from your Google Business Profile, website content, online reviews, and citation data across the web to decide which businesses appear in the map pack and local organic results. The mechanics start with your Google Business Profile. You need accurate NAP (name, address, phone) information, selected categories that match what you actually do, business hours, photos, and regular posts. Google verifies your location through the postcard or phone process, then begins tracking engagement signals like clicks, calls, direction requests, and how often people find your listing useful compared to competitors. Your website factors in through on-page elements like city names in title tags, location pages for multi-location businesses, schema markup that tells Google you're a local business, and content that demonstrates local expertise. A Burlington HVAC company should have pages targeting Burlington, mention nearby neighborhoods, and ideally earn links from other Burlington businesses or local directories. Citations amplify this. Consistent listings on Yelp, Yellow Pages, industry directories, and Chamber of Commerce sites reinforce that you're a legitimate business at that address. Inconsistent NAP data confuses Google and dilutes your authority. Reviews carry significant weight. A steady stream of authentic Google reviews with keyword-rich responses signals active customer engagement. We've seen businesses jump from position six to the three-pack within weeks by systematically collecting reviews while competitors stayed stagnant. At Ottawa SEO, we treat local SEO as an ongoing process, not a one-time setup. Monthly citation monitoring, review generation workflows, GBP optimization based on search query reports, and hyper-local content creation typically produce measurable ranking movement within 60-90 days for most competitive local markets in Canadian cities.