Google Business Profile SEO starts with claiming and verifying your listing through the current verification method—usually postcard, phone, or email. Once verified, fill every available field: business name (no keyword stuffing), exact address, local phone number, primary and secondary categories that match what you actually do, business hours including holiday schedules, and a keyword-aware business description that sounds natural. Categories matter more than most people realize. Your primary category defines which searches you're eligible for, so choose the most specific match—"SEO Agency" beats "Marketing Agency" if that's your core service. Add 4-9 secondary categories only if you genuinely offer those services. Google ignores categories that don't align with your reviews and website content. Photos and posts signal active management. Upload exterior shots, interior workspace images, team photos, and service-in-action shots at minimum 720x720px. Post weekly updates—new blog links, service highlights, local events you're attending—to show Google the profile isn't abandoned. Posts older than seven days lose ranking weight, so consistency beats volume. Reviews are the hardest-to-fake ranking signal. Ask clients immediately after project delivery when satisfaction is highest. Respond to every review within 48 hours, even the 5-star ones, using varied language that references specific details. A 4.6-star profile with 80 reviews typically outranks a 5.0 with 12 reviews because Google assumes the larger sample is legitimate. At Ottawa SEO, we embed the GBP share link directly on client websites and build citations to reinforce NAP consistency across directories like Yelp, Yellow Pages, and industry-specific platforms. We've seen local pack rankings jump two positions just from fixing mismatched phone numbers across six citation sources. Track your insights panel weekly—if "Direct" searches spike, your brand awareness is growing; if "Discovery" stalls, your categories or reviews need work. The algorithm updates constantly, but accurate data, fresh content, and genuine reviews remain the foundation.