Go to google.com/business and sign in with the Google account you want to manage the profile. Click 'Manage now' or 'Add your business' and enter your exact business name as customers know it. Choose the category that best describes what you do—this drives which features Google shows and how you appear in local searches, so pick the most specific option available. Add your address if customers visit a physical location. For service-area businesses like plumbers or agencies, you can hide your address and instead define the cities or postal codes you serve. Enter your phone number and website URL. Complete the business description (750 characters max) focusing on services, location, and what distinguishes you—avoid keyword stuffing. Google requires verification before your profile goes live. Most businesses in Ottawa, Toronto, and other Canadian cities get a postcard mailed to the address with a 5-digit code, which arrives in 5–7 business days. Some businesses qualify for instant verification via phone, email, or Search Console if Google already has data on you. Enter the code when it arrives to activate the profile. After verification, fill out every available section: hours, services, attributes (women-led, veteran-owned, etc.), photos, and booking links if applicable. Add at least 5–10 high-quality photos of your storefront, team, or work—profiles with photos get 42% more direction requests and 35% more clicks to websites according to Google's own data. At Ottawa SEO, we treat the first 90 days as critical. Post weekly updates, respond to every review within 48 hours, and upload fresh photos monthly. The profile isn't a set-it-and-forget-it asset—Google ranks active profiles higher in local pack results. If you operate multiple locations, create separate profiles for each address and use location-specific phone numbers when possible to avoid confusion and filtering.