Google Business Profile lives at business.google.com. This is where you create, claim, verify, and manage the business listing that shows up when someone searches for your company on Google Maps or in local search results. Google rebranded "Google My Business" to "Google Business Profile" in 2021, but the core functionality stayed the same. You'll also interact with your profile directly in Google Maps and Google Search. If you search your business name while logged into the Google account that manages the profile, you'll see an option to "Manage now" or "Own this business?" right in the search results or map view. Many business owners actually discover they need to claim their profile this way, because Google auto-generates listings from public data sources. For multi-location businesses, there's a separate bulk management tool at business.google.com/locations that lets you handle dozens or hundreds of locations from one dashboard. Ottawa SEO uses this for clients with franchise networks or multiple storefronts across Ontario or Quebec, since managing each location individually becomes impractical past five or six sites. A few things to know: You need a Google account to manage a profile, but it doesn't have to be a Gmail address. You can verify ownership through postcard mail, phone, email, or instant verification if Google already associates your website with the location. The verification step is mandatory and usually takes 5–7 days for postcards in Canada. Once verified, you control the business name, category, hours, photos, posts, and review responses. Your Business Profile feeds directly into the local pack (the map with three listings) that appears for "near me" or city-specific searches. It's also where your star rating, review count, and Quick Answers display. If you're not actively managing it, competitors who are will outrank you in local results, and Google may display outdated hours or let user-suggested edits override your information. We treat the Business Profile as the foundation of any local SEO campaign, not an afterthought.