For service companies, getting found locally is everything. If you’re a plumber in Pittsburgh, an attorney in Long Island, or a catering company in Chicago, whether or not you can be found in local search is a key factor in how often new leads walk through the door.
Google Business Profile (formerly Google My Business) and a well-executed service-area strategy are two of the best ways to improve local visibility, but often go unused or misused.
This is how to properly use both in order to drive results where it matters most: in your neighborhood, your town, and the areas you actually serve.
Why Google Business Profile Still Matters
Think of the last time you entered “roof repair near me” or “coffee shop now open.” Results that appeared on your Google search were not by chance, they were pulled straight from the most relevant Google Business Profiles, relevant to your location.
It’s no longer optional to have a completely optimized profile. It’s often the very first impression others receive of your business often before they check out your website.
The Essentials You Can’t Afford to Miss:
- Name, Address, Phone Number (NAP): Must be exactly the same everywhere.
- Hours of Operation: Keep this up to date especially during holidays or seasonal changes.
- Website Link: Always include a live direct link.
- Categories: Pick a primary category that best describes your service, and include secondaries where relevant.
That’s the minimum, but local SEO is competitive, so doing more than bare minimum is where the real pay-off comes.
Advanced Google Business Profile Tips
1. Photos, Photos, and More Photos
Businesses with photos receive 42% more direction requests and 35% more click-throughs to their sites compared to those without photos. Employ actual images on a regular basis including exterior photos, staff images, showcasing products, and even behind-the-scenes. It establishes trust and boosts interaction.
2. Google Posts
Use these as mini social media updates on your listing. Use them to promote offers, holiday hours, or news. They can even improve keyword accuracy for your listing.
3. Reply to All Reviews
Yes, even the bad ones. Especially the bad ones. Timely, professional responses signal that your business is active and cares about customer feedback. Replying to reviews is not only good PR, it impacts your local rankings.
4. Seeding Questions and Answers Strategically
You can (and should) seed your own Questions and Answers. Pick the most common questions you get asked, and answer them in public on your profile. It gives customers immediate answers and gives Google a clue about what you sell.
Service-Area Strategy That Actually Supports Growth
If you don’t have a brick-and-mortar storefront or if you travel from location to location to meet customers in specific regions, having the right service areas is critical.
1. Define the Correct Service Areas
Don’t make an educated guess or list every city in your state. Google has up to 20 service areas, so choose cities, ZIP codes, or regions where you already have a presence or want to serve.
Be within reasonable proximity (Google recommends 2 hours or less driving time). Overextension can dilute your salience and hurt performance.
2. Don’t List a Physical Address (If You Don’t Serve Customers There)
If you work from home or have a traveling business and don’t have a public office, remove the address from your listing. This turns your listing into a service-area business and keeps you from being punished for listing an area that doesn’t see foot traffic.
3. Location Pages on Your Website Still Matter
Each service area needs to have its own optimized landing page. These must include:
- Distinct content particular to that location
- Local keywords naturally placed in headings and content
- Customer reviews within that same geographic area
- Google Map embed (where relevant)
- Internal link to other relevant services or blog posts
Google recognizes these as good indicators of trust and applies them to verify that your business actually serves those communities.
Consistency is Everything
One of the biggest local SEO mistakes is inconsistency. If your business name is listed as “John’s Heating & Cooling” in one spot and “John’s HVAC” in another, you’re confusing Google and potential customers. Make sure your NAP info is consistent across:
- Your website
- Google Business Profile
- Local directories (Yelp, Angi, BBB, etc.)
- Social media profiles
- Industry-specific directories
It’s tedious work, but it makes a real difference.
Stay Active to Stay Visible
Google prefers businesses that appear to be breathing. That means refreshing your Business Profile now and then, getting fresh reviews, and adding fresh content to your site.
Make a reminder monthly to:
- Add a fresh photo
- Respond to reviews
- Add an update or make an offer
- Verify your service areas
- Verify your analytics
Local SEO isn’t a one-time thing. It’s a collection of little, recurring tasks that add up over the years.
Final Thoughts on Local SEO
Local visibility is not merely a matter of ranking, it’s an issue of relevance and trust. When your business appears where it’s supposed to, with data that’s accurate, helpful, and consistent, individuals are much more likely to interact, call, and convert.
If your company relies upon local traffic, be it foot traffic or service calls, now’s the time to optimize your presence and claim your corner of the map.
Having trouble optimizing your local search strategy? Big Drop designs digital experiences and local SEO strategies that drive results where they matter most. Contact us for our SEO services.