Local SEO includes everything needed to rank in Google's local pack and organic results for geo-targeted searches. The core components are Google Business Profile optimization, citation building, review management, local link acquisition, on-page location signals, and technical local schema. Google Business Profile is the foundation. You need accurate business information, selected categories, regular posts, photo uploads, and consistent review responses. This feeds the local pack, which appears above organic results for searches like "lawyer Ottawa" or "plumber near me." Citation building means getting your NAP (name, address, phone) listed consistently across directories like Yelp, Yellow Pages, Apple Maps, and industry-specific platforms. Inconsistent NAP data confuses Google and dilutes ranking signals. We typically target 40-60 citations for local clients, prioritizing Canadian directories and those with actual traffic. Review generation and management directly impact rankings and click-through. You need a system to request reviews from customers, respond to all feedback (especially negative), and maintain a 4.3+ star average. Volume matters too—competitors with 200+ reviews have an edge over businesses with 15. Local link building focuses on partnerships, sponsorships, local news mentions, and chamber of commerce memberships. A link from Ottawa Tourism or a local college carries more local relevance than a generic guest post. On-page optimization includes city names in title tags, H1s, and content where natural, plus location pages for multi-location businesses. Schema markup (LocalBusiness schema) helps Google understand your service area, hours, and business type. For service-area businesses without a storefront, you hide your address in GBP but still define service areas. For multi-location operations, each location needs its own GBP and ideally its own landing page with unique content. Ottawa SEO approaches local campaigns by auditing existing citations first, cleaning up duplicates or incorrect listings, then building out the profile with content and reviews before pushing link acquisition. Most local visibility improvements happen in the first 60-90 days if the foundation is solid.