how to fully optimize your google business profile in ottawa

when someone searches for a local business in ottawa — a dentist in kanata, a roofer in barrhaven, a restaurant in the glebe — the google map pack is often the first thing they see. that map pack is powered by google business profiles.

a fully optimized google business profile consistently outperforms a neglected one in local search results. most businesses set theirs up once and never touch it again. that's a missed opportunity. here's how to do it properly.

claim and verify your profile

go to business.google.com. search for your business. if it already exists (google sometimes creates profiles automatically from business data), claim it. if it doesn't exist, create it.

verification is typically done by receiving a postcard at your business address with a code (google mails it; takes 1–2 weeks) or via phone call or email in some cases. you must verify to manage your profile and respond to reviews.

the fields that matter most

business name: your exact legal or commonly known business name. do not stuff keywords into this field ("Acme Plumbing Ottawa Best Plumber") — this violates google's guidelines and can result in a penalty or suspension.

primary category: the most important field for ranking in local searches. be as specific as possible. "plumber" is less useful than "plumbing service." google has hundreds of specific categories — spend a few minutes finding the most accurate one.

secondary categories: add up to 9 additional categories for services you offer. a physiotherapy clinic might add categories for massage therapy, chiropractor (if applicable), and sports medicine.

service area: if you serve customers at their location (contractors, cleaners, delivery services, mobile services), set your service area explicitly. list every ottawa neighbourhood and suburb you serve: kanata, barrhaven, nepean, orleans, westboro, gloucester, etc.

address: if customers come to you, include your full address. if you operate from home and don't want your address public, you can hide it while still setting your service area.

hours: accurate, current hours for every day. update these for holiday hours — google will sometimes show "hours may vary" warnings for holidays if you don't. keeping holiday hours updated removes uncertainty.

phone number: your main contact number, which should match what's on your website and other directory listings.

website: link to your website. this is how google connects your profile to your web presence and also how customers get from the map pack to your site.

the features most businesses underuse

services: the services panel lets you add individual services with descriptions and optionally prices. filling this out thoroughly both improves your profile's completeness and gives google more signals about what you offer.

products: for retail businesses or service businesses with distinct offerings, the products section displays in your profile panel and provides additional visual engagement.

photos: profiles with 10+ photos consistently get more views and engagement than those with few or none. what to add:

• exterior photo (so people can recognize your location)
• interior photo
• team photos
• work photos / portfolio shots
• products in stock

update photos seasonally when relevant.

posts: google posts are like social media posts that appear in your business profile. they expire after 7 days. use them for: promotions, new services, seasonal announcements, or simply "what we're up to this week." businesses that post regularly show google that the profile is actively maintained.

questions and answers: the Q&A section of your profile can be answered by anyone — including you. pro-actively answer your most common questions ("do you offer free estimates?" "are you accepting new patients?") before customers have to ask. monitor it occasionally for inaccurate answers posted by others.

reviews: the highest-impact factor

google reviews directly affect both your ranking in the map pack and your conversion rate when customers see your profile.

how to get reviews:

• ask satisfied customers directly, in person. "would you mind leaving us a review on google? it really helps a small business like ours."
• send a follow-up email or text with a direct link to your review page (findable in your google business dashboard under "get more reviews")
• add your review link to your email signature or post-service communication

response protocol:

• respond to every review — positive and negative
• for positive reviews: thank them sincerely and briefly mention something specific about their experience
• for negative reviews: acknowledge their experience, apologize if appropriate, and offer to resolve offline. don't argue or get defensive publicly.

review velocity matters. getting 5 reviews today and then nothing for a year is less valuable than a steady stream of 2–3 reviews per month. consistent recent reviews signal an active business.

monitoring and ongoing management

check your google business profile at least monthly:

• look for any suggested edits from google or third parties and either confirm or reject them
• verify no one has incorrectly marked you as permanently closed
• check for new Q&A entries that need responses
• update any seasonal changes to hours or services

nanushi helps ottawa businesses with local seo and google business profile optimization as part of web strategy work. if you'd like an audit of your current profile, reach out.