GBP stands for Google Business Profile, the platform that manages your business listing on Google Search, Google Maps, and the local pack results. Google rebranded it from Google My Business in late 2021, though many marketers still use the old name interchangeably. Your GBP controls the information box that appears when someone searches your business name or relevant local queries like "plumber in Ottawa" or "best pho Toronto." The profile includes your business name, address, phone number, hours, photos, reviews, posts, and Q&A. For local businesses, GBP is typically the highest-converting marketing channel because it catches people with immediate intent who are already nearby or actively searching for your service. A properly optimized profile can drive 30–60% of total local traffic for brick-and-mortar businesses. Key GBP features include: - Posts for promotions or updates that appear in your profile - Review management where you respond to customer feedback - Messaging to let customers contact you directly - Insights showing how people find and interact with your listing - Product or service catalogs depending on your category - Booking buttons if you integrate scheduling tools At Ottawa SEO Inc., we treat GBP optimization as foundational local SEO work. Most clients see ranking improvements within 2–4 weeks of proper setup, especially if they were previously using incomplete profiles or had NAP inconsistencies across citations. The profile needs consistent posting, review responses within 48 hours, and fresh photos every 4–6 weeks to stay competitive. Common mistakes include leaving fields blank, using a PO box instead of physical address, picking the wrong primary category, or ignoring the Q&A section where competitors sometimes plant negative questions. Verification is mandatory and usually takes 5–7 days via postcard, though some businesses qualify for instant verification. If you operate in multiple cities, you need separate profiles for each location with unique content and photos.