When someone in your city searches for what you sell, Google Maps is often the first thing they see. Not ads. Not websites. A map with three businesses pinned on it. If you're not one of those three, you're invisible to a huge chunk of potential customers.
The good news: getting listed on Google Maps is free and takes less than an hour to set up. Getting it to actually rank well takes a bit more work — but this guide covers both.
Step 1: Create or Claim Your Google Business Profile
Google Business Profile (GBP) is the tool that controls how your business appears on Google Maps and in local search results. If someone's already added your business to Google, you'll need to claim it. If not, you'll create it from scratch.
Go to business.google.com
Sign in with a Google account you want to use for your business. Search for your business name. If it appears, click "Claim this business." If it doesn't, click "Add your business to Google."
Use your real legal business name — exactly as it appears on your signage, invoices, and other official materials. Don't stuff keywords into the name field ("Best Plumber Toronto Joe's Plumbing") — Google penalizes this and it looks unprofessional.
Step 2: Choose the Right Business Category
Your primary category is one of the most important ranking signals in Google Maps. It tells Google what your business does and determines which searches you can show up for.
Be specific. If you're a web design agency, choose "Web designer" not just "Marketing agency." If you're a family dentist, choose "Dentist" not "Health." You can add secondary categories too — use up to 5 that genuinely apply to what you do.
Canadian tip: Some categories that appear in the US aren't available for Canadian businesses. If your ideal category isn't appearing, pick the closest accurate alternative — don't force a bad fit just to get a keyword in there.
Step 3: Add Your Address or Service Area
If customers come to a physical location, enter your full address. If you go to customers (like a contractor, cleaner, or mobile service), you can hide your address and set a service area instead — listing the cities, neighbourhoods, or postal codes you cover.
For service area businesses in the GTA, list your primary city plus surrounding areas you actively serve. Don't list all of Ontario if you only work in Markham and Scarborough — Google can tell, and it hurts your relevance.
Step 4: Get Verified
Google needs to confirm you're a real, legitimate business before your listing goes live. Verification methods vary by business type:
- Postcard by mail — Google sends a code to your address within 5–14 days. Most common for physical locations.
- Phone or email — Available for some business types. Fastest option if it's offered to you.
- Video verification — Newer method where you record a short video showing your business location, equipment, or storefront.
- Instant verification — Available if you've already verified your website with Google Search Console.
Don't skip verification. An unverified profile can't rank and won't show up reliably on Maps.
Step 5: Fill Out Every Field
A half-filled profile ranks worse than a complete one. Once verified, go through every section:
- Business hours — Keep these accurate. Nothing kills trust faster than showing up during "open" hours to find the doors locked.
- Phone number — Use a local number if possible. Toll-free numbers don't perform as well for local rankings.
- Website — Link to your main site. If you have a specific landing page for local traffic, you can link there instead.
- Description — Write 2–3 sentences about what you do, who you serve, and where you're located. Include your city naturally.
- Services or products — Add individual services with descriptions. This helps you show up for more specific searches.
- Photos — Add at least 10. Exterior, interior, team, work examples. Listings with photos get significantly more clicks.
Step 6: Get Google Reviews
Reviews are the single biggest factor in how well you rank on Google Maps — and how often people choose you over a competitor. A business with 40 reviews and a 4.7 rating will almost always outrank one with 5 reviews and a 5.0.
The best way to get reviews: just ask. After a job well done, send a direct link to your Google review page via text or email. Most happy clients are willing to leave one — they just don't think of it on their own.
Respond to every review — positive and negative. Responding shows Google you're an active, engaged business, and it shows potential customers that you actually care.
Step 7: Post Regularly and Stay Active
Google Business Profile has a "Posts" feature — short updates you can publish directly to your listing. Use it to share promotions, new services, or helpful tips. Businesses that post regularly signal to Google that they're active, which helps with rankings.
Once a week or even once every two weeks is plenty. Keep it simple: a photo, one or two sentences, and a call to action.
What Comes After Setup
Getting listed is step one. Ranking in the top three results (the "local pack" that appears on Maps searches) requires ongoing work: more reviews, consistent business information across the web, and a well-optimised website that supports your local presence.
If you want to understand the full picture of what it takes to rank locally, read our guide on local SEO for Canadian small businesses.
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