When a Canadian searches for a local business - a plumber in Winnipeg, a bakery in Halifax, an accountant in Calgary - the first thing they see is usually the Google Maps "local pack": three business listings with photos, reviews, hours, and a phone number. Getting into that box is one of the highest-value things a small business can do online. Google Business Profile is how you get there.
Creating Your Profile
Go to business.google.com and sign in with a Google account (create one if you do not have one already - use your business email if possible).
Click Add your business and follow the prompts:
- Enter your business name. Search first to make sure a profile does not already exist for your business (Google sometimes auto-generates listings from other data sources).
- Select your business category. Be specific - "Italian Restaurant" rather than just "Restaurant", or "Emergency Plumber" rather than "Plumber." You can add secondary categories later.
- Enter your address if you have a physical location customers visit. If you are a service-area business (like a contractor or cleaner), you can hide your address and list the areas you serve instead.
- Add your phone number and website URL.
- Select your service area if applicable.
Verifying Your Business
Google needs to confirm that the business is real and that you represent it. The standard verification method for Canadian businesses is a postcard mailed to your business address. It arrives in 5-14 days and contains a 5-digit verification code you enter in your profile.
Some businesses qualify for faster verification by phone call or video. If Google offers these options, they are worth taking. Unverified profiles appear in search with limited visibility.
Optimising Your Profile
A basic listing is not enough. Optimised profiles get significantly more clicks, calls, and direction requests.
Photos. Add a profile photo (your logo), a cover photo (your storefront or team), and several interior or work photos. Businesses with photos receive 42% more requests for directions and 35% more click-throughs to their websites according to Google's own data. Add photos regularly - Google rewards fresh activity.
Hours. Keep these accurate, including holiday hours. Showing up as "open" when you are closed is a fast way to earn negative reviews.
Services and products. Use the Services section to list what you offer. This text is indexed by Google and directly influences what searches your profile appears for.
Business description. Write 250 words describing what makes your business distinctive. Include your city and province naturally. Do not keyword-stuff - write for humans.
Google Posts. Use the Posts feature to share updates, offers, events, or seasonal promotions. These appear on your profile and show up in search results for your business name. Post at least twice a month.
Getting and Responding to Reviews
Reviews are one of the most significant factors in local search ranking, and they directly influence whether potential customers choose you.
Ask for reviews. After completing a job or serving a customer, ask them directly: "Would you mind leaving us a Google review? It really helps our business." Most satisfied customers are happy to - they just need the nudge. Share your direct review link (find it in your Google Business dashboard under "Get more reviews") via email or text to make it easy.
Respond to every review - positive and negative. For positive reviews, a brief, genuine thank you reinforces the relationship. For negative reviews, respond calmly and professionally. Potential customers are watching how you handle criticism.
Never buy fake reviews or offer incentives for reviews. Google detects review manipulation, and the penalties (profile suspension, review removal) are not worth it.
Connecting to Local SEO
Your Google Business Profile and your website work together for local SEO. Ensure your Name, Address, and Phone number (NAP) are consistent across your website, Google profile, and any other directories (Yellow Pages, Yelp, industry-specific directories). Inconsistency confuses Google and dilutes your local ranking signals.
Embed a Google Map on your website's contact page. Add your city and province to your website's title tags and meta descriptions. Link to your website from your Google Business Profile. These connections reinforce your local relevance for Canadian searches.
A strong Google Business Profile drives traffic - make sure your website is ready to convert those visitors. dotCanada hosting plans include everything you need to run a fast, professional Canadian business website.
