GBP optimization is systematic work across eight core areas. Start with complete, accurate NAP (name, address, phone) that matches your website exactly—character-for-character consistency matters for local pack rankings. Choose your primary category carefully because it's the strongest ranking signal; add 5-9 secondary categories that genuinely describe your business, not aspirational services you might offer someday. Photos drive 35% more clicks to your website and 42% more direction requests according to Google's own data. Upload 3-5 new images weekly: exterior shots, interior views, team photos, work-in-progress shots if you're service-based. Videos under 30 seconds perform well. Geo-tag everything if you serve multiple Ottawa neighborhoods. Reviews are non-negotiable. You need volume (aim for 2-4 new reviews monthly minimum) and velocity (consistent flow beats occasional bursts). Respond to every review within 48 hours, including 5-stars—it shows you're active and signals engagement to Google's algorithm. Never incentivize reviews directly or use review-gating tools that filter out unhappy customers before they post. Post 2-3 times weekly using GBP Posts. They expire after 7 days, so fresh content keeps your profile active. Mix offers, updates, and event posts. Include a clear call-to-action and relevant keywords naturally, but write for humans—posts like "Ottawa roof repair specials this week" not "best roofing contractor Ottawa repair services." Fill out services, products, attributes, and the Q&A section. Add your hours including special hours for holidays. Enable messaging if you can respond within minutes during business hours—slow responses hurt more than disabling it. At Ottawa SEO, we treat GBP as a living asset. We track weekly ranking changes in the local pack across target neighborhoods, monitor which photo types drive the most actions, and A/B test post formats. Most businesses set up GBP once and forget it—that's leaving 40-60% of potential local visibility on the table.