Google Business Profile verification proves you have the right to control a business listing on Google Maps and Search. Without verification, your profile stays hidden from customers—it won't show up in local pack results, Maps searches, or generate any traffic. Google needs proof you're legitimately connected to the business at that physical location, not a competitor or spammer trying to hijack the listing. Most businesses verify through a postcard mailed to the business address. Google sends a PIN code that you enter in your dashboard, usually arriving within 5–14 days in Canada (sometimes faster in major metros like Ottawa or Toronto, occasionally slower in remote areas). Phone verification works for some categories—Google calls or texts a PIN to the business number on file. Email verification is available if Google already has a verified email domain associated with the business. Instant verification happens if you've already verified the same business address through Google Search Console; Google links the two and skips the wait. Bulk verification exists for businesses managing 10+ locations through a special application process, and video verification is an option for service-area businesses without a public storefront—you record a walkthrough proving the business operates from that address. The verification method offered depends on business category, location type, and Google's risk assessment. You don't choose freely. If you're a lawyer or medical practice, expect stricter requirements. If you're a pop-up shop or recently moved, you might face delays or additional scrutiny. At Ottawa SEO, we tell clients to request verification immediately after creating the profile, even if the business isn't fully operational—you can edit details after verification. Use the exact legal business name and address matching your CRA registration to avoid rejections. One common mistake: requesting a new postcard before the first arrives. Google limits requests, and impatience can lock you out temporarily. Verification isn't optional—it's the gate between invisibility and appearing when locals search for what you offer.