In the digital age, visibility is currency for local businesses. Just as Ferdinand Magellan charted new territories in the 16th century, today’s Service Area Businesses must navigate the vast digital landscape to ensure their services are discovered by local customers.

How does service area work in Google Business Profile (GBP), and how can it, along with seven essential strategies we’ll share, help you master GBP and improve your Local SEO efforts?

Getting Started With Service Area Optimization

Service Area Businesses (SABs) are the unsung heroes of our communities, providing crucial services at customers’ locations rather than a physical storefront. In today’s digital marketplace, Google Business Profile has become the cornerstone of visibility for these businesses. As one Google My Business Product Expert emphasizes, “The most important thing for service area businesses is to make sure they do not have an address showing publicly on their listing.”

And this is also the main factor that can make ranking and showing up in front of your customers a bit of a trick. But don’t despair, we’ll show you a few tricks to put yourself front and center so you can take advantage of all those new sales opportunities.

Setting Up Your Google Business Profile

The first step in your digital expedition is to establish your presence on a Google Business Profile without revealing your physical location. As consumers have adjusted to more local businesses working from a home base, it’s not likely that you’ll have a customer show up and knock on your door, but it doesn’t hurt to ensure your privacy.

Action Steps:

1. Create your profile, omitting any physical address

2. Ensure all information is accurate and up-to-date

3. Use a service area radius or list of zip codes you serve

If you don’t have a Google Business Profile already, don’t worry, setting up a new listing is easy. Follow the steps Google provides and be ready to take a phone call to verify your listing.  This seems to be the most common process to verify a new business at the moment.

There will be a section that allows you to list areas you service. Take the time to be thorough and list out each neighborhood, town, village, city, and area you serve. 

Keep in mind that you can also use Zip codes.  Keep this list as complete and comprehensive as you can within a 30-mile radius. Beyond 30 miles you can be a little more selective in listing larger cities. 

Once that list is complete, make sure that you have a corresponding page on your website that also reflects your service in the exact same areas.  The more your GBP works in harmony with your website, the better you can rank.

According to a study by BrightLocal, 93% of consumers used the internet to find a local business in the last year. Your GBP is often their first point of contact, so make it count.

Defining Your Service Area

Think of your service area as your kingdom. It’s time to draw those borders with precision and strategy.

Best Practices:

• Specify cities, ZIP codes, or regions you serve
• Be realistic about your coverage area
• Update your service area as your business grows

According to Google, businesses that define their service area correctly are more likely to appear in relevant local searches.

Selecting the Right Business Categories

Choosing categories is like picking the perfect outfit for a first impression – it’s crucial for attracting the right audience.

Tips:

• Choose the most specific primary category
• Add relevant secondary categories to broaden your reach
• Regularly review and update categories as your services evolve

Keep in mind that there are likely services you offer that don’t have a corresponding category in GBP… yet!  This list is constantly growing so check it regularly and also peek at your competitors.  Have they found a recently added GBP category that would benefit you also?  A little competitive recon never hurts.

Google offers over 3,000 business categories. Choosing the right ones can significantly impact your visibility in local search results. If you’d like to take a look at the current list, you can check out this article here.

Showcasing Your Business with High-Quality Images

In the visual world of digital marketing, high-quality images can set you apart from the competition.

Action Steps:

1. Upload images of your team in action

2. Showcase before and after photos of your work

3. Include images of your vehicles or equipment

4. Add photos of your team members to build trust

Google reports that businesses with photos receive 42% more requests for driving directions on Google Maps and 35% more clicks through to their websites. So don’t skimp on the photos.  Also, adding photos regularly is a great way to show Google that you are active and current in the market.

One other tip is to make sure you are posting photos that are taken on-site. 

Why does that matter?  Because every single photo taken contains EXIF data. Exif data contains all the information about a photo from who took it and what kind of camera was used all the way to the latitude and longitude from where the photo was taken.  This behind-the-scenes EXIF data will help Google tie your business to all the different parts of town where you need to rank.  This is a great way to prove to Google that you are relevant all across your market.

Engaging with Customers through Google Business Profile

Engagement is the name of the game. Think of Google Posts as your highway billboard and review responses as your customer service hotline.

Best Practices:

• Create regular Google Posts with updates, offers, or tips
• Respond to all reviews, positive or negative, promptly and professionally
• Use the Q&A feature to address common customer queries

If you’re not in the habit of posting or blogging, now is the time to start.  The more you do to show that your business is engaged with current events and the community you serve, the more likely Google is to see you as a helpful and authoritative resource that they should be showing to more people.  Don’t worry about in-depth, high-word-count articles here. We’re talking about short posts that showcase a recent job you’ve done, a new project you’ve finished, or even just a special offer you have right now.  Keep it simple and be consistent.

According to a study by BrightLocal, 76% of consumers trust online reviews as much as personal recommendations.  That is an incredible amount of trust put into the words of an online stranger and might seem a little crazy, but take advantage of it!

Leveraging Business Attributes

Attributes are like the sprinkles on your digital sundae – they make you stand out and look extra appealing.

Action Steps:

1. Review available attributes for your business category

2. Select attributes that highlight your unique offerings or values

3. Update attributes regularly to reflect changes in your business

Google continues to add new attributes, so check your GBP regularly for new options that could give you a competitive edge.

Maximizing Your Service Area Work in Google Business Profile

As you embark on this journey to optimize your Google Business Profile, remember that consistency and regular updates are key. Unlike Magellan’s three-year expedition, your digital presence requires ongoing attention and refinement.

Ready to chart your course to local SEO success? Don’t let your business become a digital ghost town. Contact Rook Digital today for a free consultation. Our team of local SEO navigators can help you implement these strategies and more, ensuring your service area business doesn’t just survive in the digital age – it thrives.

Let’s set sail towards new horizons of visibility and growth. Your journey to local business success starts here!