Getting a Google Business Profile is straightforward but requires verification to prevent spam. Start at google.com/business or search your business name on Google Maps to see if a profile already exists. If someone else created it or it's unclaimed, you'll need to request ownership. The setup process asks for your business name, category, location (physical address or service area), contact details, and hours. Choose your primary category carefully—it's the strongest ranking signal for local searches. If you run a plumbing company in Ottawa, "Plumber" matters more than "Home Services." Google offers several verification methods depending on your business type and existing online footprint. Most brick-and-mortar businesses verify by postcard, which takes 5–7 days to arrive at your address with a code. Service-area businesses without a public location use the same method but hide their address after verification. Phone and email verification appear for some businesses automatically. Instant verification works if you've already verified your site in Google Search Console and the address matches. After verification, complete every section. Add photos (Google prioritizes businesses with 3+ photos), write a keyword-informed description, set attributes like "wheelchair accessible" or "free Wi-Fi," and post your first update. The profile isn't truly active until verification completes, but you can draft everything beforehand. Common issues we see: businesses using PO boxes (not allowed for most categories), selecting too many categories (stick to 1–3 relevant ones), or skipping the description. Also, if you're operating from home in Ontario, you can still create a profile as a service-area business—just hide your address and define your service radius. At Ottawa SEO, we handle GBP setup for clients who want it done correctly from day one, especially multi-location businesses that need consistent NAP (name, address, phone) across 5, 10, or 50+ profiles. The verification step is unavoidable, but everything else can be optimized before you hit submit.