How does Google decide which businesses to recommend

 

 

For years, businesses were told that SEO was all about one thing: ranking higher on Google. The game was about getting more keywords, building backlinks, and reaching page one. But today, that advice doesn’t cut it anymore. Google’s approach has evolved. Instead of simply ranking businesses, it’s now choosing which businesses to recommend often without users ever seeing the traditional search result list.

If your business isn’t being picked, no amount of SEO will help.

 

What’s Really Happening

 

Google has shifted from a search engine to a decision engine. It doesn’t just show a list of businesses based on search queries it makes a recommendation. Google pulls data from various systems: Google Business Profile, location data, your website, reviews, backlinks, and more. All this is processed together, not in isolation.

For example, let’s say you’re searching for a nearby café. Instead of showing you a list of places, Google will pick the one it trusts most, based on consistency, clarity, and how well your business aligns with what it knows. If your business can’t be clearly understood by Google, it might get overlooked.

 

Why This Matters for Business Owners

 

Google is no longer about “ranking” in the traditional sense. Now it’s about clarity. If your business has conflicting information, be it on your website or Google listings it can confuse AI systems. And when that happens, your business might not even make the cut.

Time and cost are critical here. Misaligned data means wasted time trying to outrank competitors, only to find Google isn’t even showing you at all. The customer experience also suffers when businesses are unclear or inconsistent. A potential customer might be left confused, unable to fully understand what you do or why they should trust you.

 

What Changes When Done Right

 

When your business is clear, Google knows exactly what you offer. It can then confidently recommend your services. The best part? Being visible doesn’t necessarily mean paying for ads or having a ton of backlinks. It’s about aligning your website’s messaging with your Google listings, ensuring clarity across the board.

Businesses that are selected by Google benefit from better visibility, stronger customer trust, and higher engagement all without chasing endless SEO tricks.

 

Common Misunderstandings

 

Here’s where things get tricky. Many business owners think that if they optimize their site for SEO, they’re done. But optimizing for AI and clarity is just as important. It’s not about stuffing your website with keywords or building more backlinks. Google wants to know exactly what your business does, who you help, and why it should be trusted.

Also, traditional SEO metrics like keyword rankings are no longer the gold standard. If Google doesn’t understand your business, you won’t be recommended even if you’re technically ranking.

Additional resources

·         Voice Search + Local Intent: Preparing for AI to Bypass Traditional SEO Click Paths

·         ChatGPT Skips Your Site? Here’s How to Stop the Snub

·         How Restaurants Lose Customers Without Ever Knowing

·         From SEO to AEO: How to Make Your Service Pages AI-Ready

 

 

Practical Takeaways

 

1. Make Your Business Clear: Ensure that your website and Google listings consistently explain what you do and who you help.
2. Update Regularly: Don’t let your content go stale. Keep your listings and business profile accurate.
3. Leverage External Validation: Strong reviews, testimonials, and quality backlinks help Google understand that your business is trustworthy.
4. Structure Your Content for AI: Make it easy for AI systems to understand your business by using clear language, structured data, and relevant keywords.

 

Closing Thought

 

The future of SEO is about clarity, not just ranking. When you can clearly communicate who you are and what you offer, Google will choose you. It’s not about fighting for the top spot; it’s about being understood and being picked. The businesses that succeed in 2026 and beyond will be the ones that train Google to trust them.

“Bio: Maede is a content curator at UnlimitedExposure, a company dedicated to providing a wide range of digital marketing resources. Their expertly curated content helps both beginners and seasoned professionals stay ahead of industry trends. Whether you need beginner-friendly tutorials or in-depth analyses, UnlimitedExposure equips you with the knowledge to grow and succeed in today’s fast-paced digital world. Explore their collection to enhance your skills and stay competitive.

UnlimitedExposure Online is also recognized a Toronto LocalSEO Services.”

 

Everyone’s Arguing About AI Tools. That’s the Wrong Conversation.

 

In 2026, artificial intelligence isn’t new anymore.

What’s new is how many businesses are quietly misusing it.

Every week, the same question comes up in meetings, Slack channels, and boardrooms:

“Which AI should we be using?”

ChatGPT?
Gemini?
Grok?
DeepSeek?

It sounds like a reasonable question.
It feels like progress.

But it’s already the wrong place to start.

Because AI didn’t become one tool.
It became an ecosystem of specialists - and pretending otherwise is where most teams go wrong.

 

The Myth of “The Best AI”

 

Businesses love rankings.
They want a winner. A standard. A default.

The problem is, AI doesn’t work that way.

There is no “best AI” in the same way there’s no “best employee” for every role.

Yet many teams are trying to force one model to do everything:

• write marketing copy
• analyze data
• summarize legal language
• interpret financial risk
• generate strategy

This isn’t innovation.
Its convenience disguised as efficiency.

And it’s costly - not in dollars at first, but in bad decisions.

 

AI Tools Are Employees, Not Magic

 

A useful mental shift is this:

Treat AI like a team, not a tool.

You wouldn’t ask:

• a copywriter to audit compliance
• an accountant to define brand voice
• a strategist to debug code

But businesses routinely ask AI to do all of that - simply because it can respond.

The danger isn’t that AI answers incorrectly.
The danger is that it answers confidently.

AI doesn’t raise its hand and say, “I’m guessing.”
It delivers with certainty - even when it shouldn’t.

 

 

The Real Differences Between AI Models (Without the Marketing)

 

Once you strip away branding and hype, the landscape becomes clearer:

ChatGPT is a strong generalist.
It excels at language, tone, explanation, and ideation. It’s adaptable and conversational.

Gemini shines when structure matters -documents, spreadsheets, data connected to Google’s ecosystem. It’s systematic, not poetic.

Grok understands context in motion. It’s built for real-time conversation, trends, and cultural awareness.

DeepSeek is optimized for logic-heavy tasks - math, data, code, and analytical precision. Fast. Direct. No fluff.

None of these are “better.”
They are different.

And businesses that understand this stop asking which one to choose and start asking which one fits the task.

 

When AI Becomes Risky Instead of Helpful

 

AI shines in low-risk, high-volume work:

• drafting content
• brainstorming ideas
• summarizing information
• exploring possibilities

It becomes dangerous when used for:

• legal interpretation
• financial commitments
• compliance explanations
• decision-making without review

This is where many teams stumble.

Not because AI is unreliable but because humans stop thinking critically once an answer appears polished.

The more natural the output sounds, the more people trust it.
That’s the trap.

 

 

Strategy Is What Separates Smart AI Use from Reckless AI Use

 

The businesses quietly winning with AI aren’t obsessed with new models.

They do something far less exciting and far more effective:

• They assign specific roles to AI tools
• They define boundaries for where AI is allowed
• They require human review in high-risk areas
• They train teams to ask better, more precise questions
• They focus on clarity instead of speed

This isn’t an AI problem.
It’s a systems problem.

AI amplifies whatever structure you already have.
If your thinking is fuzzy, AI will magnify it.
If your strategy is clear, AI becomes powerful.

 

Why “Using AI Everywhere” Is a Bad Goal

 

Many teams believe more AI equals more efficiency.

In reality, misplaced AI slows organizations down.

Conflicting outputs.
Overconfidence.
Decision paralysis.
Rework.

The smartest teams don’t chase coverage.
They chase alignment.

AI is not a replacement for judgment.
It’s a multiplier for better or worse.

 

Additional resources

·         AI Search Optimization: How ChatGPT Understands and Recommends Businesses

·         From SEO to AEO: How to Make Your Service Pages AI-Ready

·         Voice Search + Local Intent: Preparing for AI to Bypass Traditional SEO Click Paths

·         How Canadian Retailers Can Use AI to Cut Ad Costs and Boost Sales

 

The Real Winner of the AI Era

 

The real winner isn’t ChatGPT.
Or Gemini.
Or grok.
Or DeepSeek.

The winner is the business that understands:

• what requires creativity
• what requires logic
• what requires speed
• and what still requires humans

AI doesn’t eliminate thinking.
It punishes lazy thinking and rewards clarity.

That’s the part most people miss.

And that’s why the AI conversation needs to change fast.

“Bio: Maede is a content curator at UnlimitedExposure, a company dedicated to providing a wide range of digital marketing resources. Their expertly curated content helps both beginners and seasoned professionals stay ahead of industry trends. Whether you need beginner-friendly tutorials or in-depth analyses, UnlimitedExposure equips you with the knowledge to grow and succeed in today’s fast-paced digital world. Explore their collection to enhance your skills and stay competitive.

UnlimitedExposure Online is also recognized a Content Marketing in Toronto.”

 

Social Media Marketing Didn’t Stop Working - The Rules Changed

 

Social media didn’t suddenly break.

What changed is how it decides who gets seen.

For small businesses, success today isn’t about posting more, following trends, or copying influencers. It’s about being easy to understand - for customers, for platforms, and for the AI systems that now decide what gets recommended.

This guide explains what actually works now, without hype or shortcuts.

 

 

1. Why Social Media Feels Harder Than Ever

Many businesses are posting regularly and seeing less reach, fewer messages, and little return.

That doesn’t mean you’re doing something wrong.

It means platforms are crowded, attention is scattered, and visibility now goes to businesses that feel clear and trustworthy, not just active.

Posting alone isn’t enough anymore.

 

2. The Big Shift: From Posting to Trust

Social media used to be about distribution.
Now it’s about confidence.

Platforms try to figure out:

• Who you are
• What you do
• Who you’re for

Every post, caption, and comment helps shape that understanding.

If your message is unclear, platforms don’t know who to show you to.

 

 

3. What Platforms Actually Reward Now

It’s not about volume.

Platforms pay attention to:

• Saves and shares
• Thoughtful comments
• People visiting your profile
• The same people engaging again
• A clear purpose behind your content

Random posts create noise.
Focused posts create momentum.

 

4. Why Likes and Followers Don’t Equal Customers

A like means “I noticed this.”
It doesn’t mean “I trust you.”

People buy when they:

• Understand what you do
• Feel confident you can help
• See you consistently
• Find answers to their questions

Clarity shortens the decision process. That’s what converts.

 

5. How AI Decides Who Gets Recommended

AI doesn’t rank accounts like a scoreboard.

It asks simple questions:

• Is this business clearly defined?
• Is the message consistent over time?
• Do people interact in meaningful ways?

When the answer is yes, your content shows up more often.

 

 

6. Where You Should Focus (And Where You Shouldn’t)

You don’t need to be everywhere.

Most businesses do best with:

• One main platform
• One supporting platform

Choose based on where your customers already pay attention not what’s trending this month.

 

7. What to Post When You Don’t Have a Marketing Team

You don’t need fancy content.

The most effective posts are simple:

• Explaining how something works
• Answering common questions
• Showing before-and-after results
• Sharing how you make decisions
• Clearing up confusion

If it helps someone decide faster, it’s good content.

 

8. Why Consistency Beats Virality

Viral posts are rare and unpredictable.

Consistency builds familiarity.

When people keep seeing the same clear message, they remember you even if they don’t need you yet.

That’s how trust compounds.

 

9. Turning Attention into Real Leads

Attention alone doesn’t pay bills.

Good content:

• Points to a next step
• Reduces uncertainty
• Reinforces expertise

Social media should support real conversations, not replace them.

 

 

10. How Local Businesses Win Without Big Budgets

Local relevance beats big reach.

Platforms look for:

• Location signals
• Community engagement
• Real-world context

Businesses that clearly show who they serve and where they operate often outperform bigger brands - especially in competitive markets like Toronto and the GTA.

 

11. Common Mistakes That Cost Visibility

Most problems aren’t technical.

They come from:

• Vague bios
• Mixed messages
• Chasing trends
• Posting without a clear purpose

Confusion makes platforms and customers move on.

 

12. A Simple Strategy You Can Maintain

You don’t need complexity.

A sustainable setup looks like:

• 2–3 content topics
• 2–3 posts per week
• One clear action you want people to take
• A quick monthly review

If it fits your real schedule, it works long-term.

 

13. How to Measure What’s Actually Working

Don’t obsess over likes.

Pay attention to:

• Profile visits
• Saves and shares
• Messages and inquiries
• Calls or bookings

If content makes conversations easier, it’s doing its job.

Additional resources

·         Attention Is the New Currency (And You’re Losing It Fast)

·         Will You Still Be Scrolling in 2030? The Future of Social Media.

·         Simplify Your Social Media: Get Big Results Without the Headache

·         Managing Social Media Feels Like a Job Itself — Here’s How to Make It Easier

 

 

14. Quick Self-Check

Ask yourself:

• Can someone explain what I do after one visit?
• Does my message sound the same across posts?
• Do my posts answer real questions?

If not, clarity - not effort - is the missing piece.

 

15. What to Do Next

Stop chasing algorithms.

Start building understanding.

Social media works best when it supports how people actually decide - not how platforms chase trends.

 

FAQs

Does social media marketing still work in 2026?
Yes, when it focuses on clarity, trust, and usefulness instead of popularity.

How often should a small business post?
Two to three times a week is enough if the content is clear and helpful.

Do likes and followers still matter?
They show awareness, not intent. Trust and clarity drive sales.

How does AI affect social media now?
AI looks for consistency, understanding, and real engagement to decide what to recommend.

Can small businesses compete without big budgets?
Yes. Specific, clear businesses often outperform louder ones.

“Bio: Maede is a content curator at UnlimitedExposure, a company dedicated to providing a wide range of digital marketing resources. Their expertly curated content helps both beginners and seasoned professionals stay ahead of industry trends. Whether you need beginner-friendly tutorials or in-depth analyses, Unlimited Exposure equips you with the knowledge to grow and succeed in today’s fast-paced digital world. Explore their collection to enhance your skills and stay competitive.

Unlimited Exposure Online is also recognized a SocialMedia Marketing in Toronto”

 

 

What Really Happens When You Connect a Chatbot to Your CRM

 

On the surface, connecting a chatbot to a CRM sounds like another tech upgrade.

Two tools. One integration. Checkbox complete.

But what actually happens behind the scenes - inside conversations, workflows, and customer experiences - is much bigger than most businesses expect.

Because when a chatbot stops working alone and starts working with your CRM, the customer journey changes in quiet but meaningful ways.

Here’s what really shifts.

 

Conversations stop disappearing

 

Most businesses talk to customers constantly:

emails, website chats, social messages, quick questions, support notes.

And yet…

A surprising amount of that insight never makes it into the CRM.

It lives in inboxes.
It lives in private chats.
It lives in memory - until it’s forgotten.

Once the chatbot is connected, every meaningful interaction becomes part of the record automatically.

Questions.
Concerns.
Pain points.
Moments of hesitation.

Suddenly, there’s context - not just names and email addresses.

And context is what turns generic outreach into relevant conversation.

 

Response time feels different

People don’t always need complex answers.

Sometimes they just want:

• a quick confirmation
• a price range
• an appointment slot
• reassurance that someone’s there

A chatbot doesn’t replace a human.

It removes the “gap.”

Instead of:

Thanks! Someone will get back to you soon.

It becomes:

Here’s what you need - and here’s what happens next.

And because the CRM knows who they are, the conversation doesn’t reset when a real person steps in. It continues.

That continuity alone changes the experience.

 

Small friction points become visible

 

Every business has invisible friction:

a confusing step, a vague explanation, a place where people hesitate.

When your chatbot and CRM share data, patterns appear quickly:

• where conversations stall
• which pages trigger questions
• what people ask before they buy
• what repeatedly causes drop-off

You start seeing trends that were always there - just hidden.

And instead of guessing what to improve, you respond to patterns.

Quietly, operations get smarter.

 

 

Personalization begins to feel natural

 

Personalization often feels forced when someone tries too “fake” it manually.

But when a chatbot has access to customer history - the purchases, the previous chats, the preferences stored in the CRM - it can simply continue where things left off.

No big reveal.
No “we know everything about you” vibe.

Just simple things:

• recognizing returning visitors
• remembering what was discussed
• offering relevant suggestions instead of generic ones

True personalization isn’t louder.

It’s calmer.

It feels like being understood.

 

Sales teams stop starting from zero

 

Without integration, sales conversations often begin awkwardly:

So… what brings you to us today?

With integration, the discussion starts closer to the point:

I saw you were comparing these two options - want help choosing?

The chatbot gently gathers context:

timeline, intent, concerns, decision stage.

The CRM organizes it.

The human picks up the story exactly where automation paused.

Nobody wastes time repeating questions.
Nobody feels “processed.”

And that makes both sides breathe easier.

 

 

Admin work quietly disappears

 

Before integration, somebody always ends up doing manual work:

copying notes
creating records
logging tasks
setting reminders

It doesn’t sound like much…

until it happens dozens of times a day.

Once connected, the system does it for you:

• new leads automatically created
• conversations attached to contact records
• follow-ups scheduled
• tasks assigned to the right person

Not dramatic.
Not flashy.

Just less clutter.

And fewer things slip through the cracks.

 

Growth doesn’t immediately mean hiring more people

 

This is perhaps the most overlooked shift.

As volume grows, the default instinct is:

hire support
expand admin
add pressure to the team

But when repetitive communication and logging are automated, the workload grows more steadily - not exponentially.

People handle what requires judgment, empathy, and decision-making.

Systems handle repetition.

For many organizations (including plenty here across the GTA), that balance changes how leaders think about scaling.

 

Integration doesn’t fix everything - but it reveals a lot

 

Connecting a chatbot to a CRM won’t solve:

unclear offers
broken promises
poor experiences

Technology amplifies what already exists.

What it does do is expose truths faster:

Where confusion lives.
Where customers hesitate.
Where communication isn’t aligned.

And once you see those parts clearly, improvement stops being theoretical.

It becomes practical.

Additional resources

·         Still Answering DMs Manually? Here’s How to Add a Restaurant Chatbot

·         Thinking About a Restaurant Chatbot? Here’s How Long It Really Takes

·         Reply in One Breath, Book in Ninety: The Modern Chatbot Standard

·         3 Toronto Businesses Tried AI Chatbots-The Results Shocked Us

 

So, what really happens?

 

Not a flashy transformation.
Not a “set-it-and-forget-it” miracle.

Instead:

• Conversations gain memory.
• Teams gain time.
• Customers gain clarity.
• Decisions gain evidence.

The tools don’t feel like separate systems anymore.

They feel like parts of the same conversation.

And that - quietly, consistently - changes how a business runs.

“Bio: Maede is a content curator at UnlimitedExposure, a company dedicated to providing a wide range of digital marketing resources. Their expertly curated content helps both beginners and seasoned professionals stay ahead of industry trends. Whether you need beginner-friendly tutorials or in-depth analyses, Unlimited Exposure equips you with the knowledge to grow and succeed in today’s fast-paced digital world. Explore their collection to enhance your skills and stay competitive.

Unlimited Exposure Online is also recognized an ChatbotDevelopment Toronto.”

 

Why “Perfect” Influencer Content Fails - and Real UGC Wins

 

 

Some brands post influencer content that looks perfect…
but quietly disappears in the feed.

Other brands share something simple - a casual video, a relaxed review, a real reaction -
and suddenly people comment, save, share, and even buy.

That gap isn’t luck.
It usually comes down to three things:

• choosing the right creators
• giving them the right kind of direction
• knowing how to reuse the content properly

And when those creators feel like part of the same community as your audience - like many creators do across Toronto and the GTA - the content lands even more naturally.

Let’s walk through how to do this well, without complicated strategies or massive budgets.

 

Why UGC still matters (and keeps outperforming “pretty ads”)

 

People are good at ignoring marketing.

They scroll past polished designs.
They tune out generic slogans.
They distrust content that feels staged.

But when a real person says:

“I tried this. Here’s what I honestly think.”

we pay attention - even if we weren’t planning to.

UGC works because it lowers people’s guard.
It feels familiar. Human. Unfiltered.

And the goal isn’t to force creators into sounding like your brand.

The goal is to let your brand show up naturally through them.

 

 

Step 1: Finding creators who are actually a fit

 

Most UGC mistakes happen before content is created.

Brands choose creators based on follower count, aesthetics, or convenience.
But the real question is:

“Would this creator’s audience genuinely care about what we offer?”

Start with audience clarity:

• Who do you want to reach?
• What type of content do they already engage with?
• Which voices do they trust?

A skincare brand may benefit from routine-style creators.
A restaurant might want food lovers and lifestyle creators.
A fitness brand might connect best with relatable progress stories.

When audience and creator overlap, everything - reach, trust, conversions -improves.

 

Where to actually find the right people

 

Each platform brings something unique:

Instagram → lifestyle storytelling and visuals
TikTok → raw, honest, playful content
YouTube → deeper reviews, long-form experiences

Instead of searching for popularity, look for:

• consistent engagement
• conversations in the comments
• authenticity over polish

Scroll through a few posts.
Read the comments.
Notice whether people respond because they care - not just because they like pretty visuals.

That tells you far more than follower count.

 

Why micro-creators quietly outperform “influencers”

 

Creators with 1,000–10,000 followers are often the sweet spot.

They’re approachable.
They answer messages.
Their audience feels like friends, not fans.

And because trust runs deeper, their recommendations don’t feel like ads - they feel like referrals.

Which is exactly what UGC should feel like.

 

 

Step 2: How to brief creators (without micromanaging them)

 

Here’s a mistake you’ll recognize:

“Just make something about our product!”

Then the brand sees the content and thinks,
“That’s not what we wanted…”

Creators aren’t mind readers - but they are storytellers.
So your job is to guide, not control.

 

What a good brief actually explains

 

Keep it simple and clear:

What you need
video, reaction clip, review, tutorial, demo

Why you want it
awareness, trust, trial, education, social proof

What success means
questions in comments, saves, link clicks, conversations, shares

Then gently steer messaging toward:

• real experiences
• real outcomes
• real benefits

Avoid writing full scripts unless absolutely necessary.
The creator’s voice is part of why the content works.

 

Boundaries - but soft ones

 

Creators still need direction.

Offer things like:

• must-mention points
• disclaimers where needed
• hashtags or tags
• topics to avoid
• visual guidelines (if any)

But after that, give them space.

If they can’t speak naturally, their audience can feel it- and the authenticity disappears.

 

Protect the partnership with clarity

 

A short agreement saves everyone from headaches:

• who owns the content
• where it can be reused
• when it must be delivered
• what compensation looks like

Clarity builds trust - not tension.

 

 

Step 3: Repurposing UGC so it keeps working for you

 

Great UGC isn’t a one-time post.

If something performs, it becomes a reusable asset.

And that’s where brands often unlock the biggest value.

 

Spread it across platforms

A single piece of content can be adapted into:

• Reels
• TikTok
• Shorts
• clips for stories
• snippets for email

Adjust captions slightly so they feel native to each platform - but keep the heart of the message intact.

 

Some of the strongest ads don’t look like ads

UGC inside paid campaigns often outperforms highly-produced creative.

Why?

Because it sounds like someone sharing, not selling.

Lines like:

“I didn’t expect this to work this well…”

or

“Here’s what surprised me”

pull people in emotionally, not just logically.

Always test variations.
Let the audience quietly tell you what resonates.

 

Place UGC where decisions are made

Don’t overlook this part.

UGC belongs anywhere people hesitate:

• product pages
• checkout funnels
• landing pages
• comparison sections

Seeing real experiences creates reassurance right when people need it.

 

Step 4: Measure what matters (not just likes)

 

Pretty analytics dashboards can be distracting.

The real signals live in questions such as:

• Did people comment meaningfully - not just with emojis?
• Did they save or share?
• Did clicks increase?
• Did new mentions start appearing organically?
• Was the investment worth the outcomes?

Even simple tracking paints a useful picture.

And over time, strong UGC quietly builds momentum.
Not loud. Not flashy. Just consistently persuasive.

 

Additional Resources:

·         Still Answering DMs Manually? Here’s How to Add a Restaurant Chatbot

·         Macro vs. Micro Influencers: How to Choose the Best Fit for Your Brand Strategy

·         How Much Does a Restaurant Chatbot Cost? A Clear Breakdown for 2025

·         Your Social Media Is a Lead Machine: Here’s How to Turn the Key

·         Thinking About a Restaurant Chatbot? Here’s How Long It Really Takes

 

 

A closing thought

UGC isn’t about chasing influencers, viral trends, or fancy campaigns.

It’s about thoughtfully choosing real voices who already connect with the people you’re trying to reach - and then supporting them with clarity, respect, and trust.

When that alignment happens, UGC stops being “content.”

It becomes conversation.
It becomes credibility.
And eventually, it becomes one of the most reliable marketing tools you have - without looking like marketing at all.

“Bio: Maede is a content curator at UnlimitedExposure, a company dedicated to providing a wide range of digital marketing resources. Their expertly curated content helps both beginners and seasoned professionals stay ahead of industry trends. Whether you need beginner-friendly tutorials or in-depth analyses, UnlimitedExposure equips you with the knowledge to grow and succeed in today’s fast-paced digital world. Explore their collection to enhance your skills and stay competitive.

UnlimitedExposure Online is also recognized an InfluencerMarketing Agencies in Toronto.”