Ranking on Google Maps is no longer just about proximity and reviews. One of the most underused yet powerful ranking levers inside your Google Business Profile Optimization is the Services section. When optimized correctly, services can unlock new Maps keywords, improve relevance, and drive consistent local leads.
At Local Performance SEO we use service-based optimization to help businesses dominate Google Maps results—even in competitive local markets. This guide walks you through a proven, step-by-step framework to do the same.
How Do You Use Services in Google Business Profile to Win New Maps Keywords?
Google Maps rankings are driven by relevance, distance, and prominence. The Services section directly impacts relevance by telling Google exactly what you offer—using structured, crawlable data inside your profile.
Most businesses only add a few generic services, leaving dozens of keyword opportunities untapped. By strategically mapping services to real search queries, you allow your business to appear for more local searches, especially long-tail and intent-based keywords.
At Local Performance SEO we’ve seen businesses unlock 20–50% more Maps impressions simply by optimizing services correctly—without changing their location or website.
Why Services Matter for Local Businesses
The Services section acts like an internal keyword map inside Google Business Profile Optimization. Unlike website content, these services are directly tied to Maps rankings and local intent searches.
When optimized properly, services help Google:
- Understand what your business actually does
- Match your profile with high-intent local searches
- Display your business for niche and service-specific querie
For service-area and local brick-and-mortar businesses, this can mean the difference between appearing in the 3-Pack or being invisible on Google Maps.
Read more: ROI-Focused Best SEO Consultant in Long Island for Scalable Growth
1 – Make a Complete Service Inventory
Before editing anything inside Google Business Profile Optimization, you need a master service inventory. To be sure you are using the right main category, check your competitors with GTrack by Wiremo. It’s a free tool that lets you scan Google Maps with specific keywords from different pin locations. This is a full list of every service you offer, not just what’s currently visible on your profile.
Start by reviewing:
- Your website service pages
- Competitor Google Business Profiles
- Customer inquiries and call logs
- Industry-specific service variations
Write down every possible service, including sub-services and variations. For example, instead of just “SEO Services,” list “Local SEO,” “Google Maps Optimization,” “GBP Management,” and “Citation Building.”
This inventory becomes the foundation for unlocking new Google Maps keywords.
2 – Find the Keyword Gaps You’re Not Ranking For
Keyword gaps are services people search for that your Google Business Profile is not currently aligned with. These gaps represent missed visibility opportunities on Google Maps.
To find them:
- Search your core services in Google Maps
- Note which competitors appear above you
- Analyze their listed services
- Compare against your inventory
At Local Performance SEO we consistently find that competitors ranking higher often aren’t “better”—they’re simply more specific with their services.
Filling these gaps allows your profile to match more search queries without needing new reviews or backlinks.
3 – Add or Edit Your Services Step by Step
Once you’ve identified your service inventory and keyword gaps, it’s time to optimize your Google Business Profile correctly. This must be done carefully to stay compliant with Google’s guidelines.
Below is the exact process we follow for clients at Local Performance SEO
3.1 Open the Services Editor
Log in to your Google Business Profile and select your business location. Navigate to:
- Edit Profile
- Business Information
- Services
This is where Google allows you to add predefined services or create custom ones. Changes here directly affect how Google categorizes and ranks your business on Maps.
Always ensure you’re editing the correct location if you manage multiple profiles.
3.2 Enable Every Relevant Suggested Service
Google automatically suggests services based on your primary and secondary categories. Most businesses fail to enable all relevant options.
Carefully review the suggested services and:
- Enable every service that genuinely applies
- Avoid irrelevant or misleading services
- Ensure consistency with your websit
These suggested services are trusted by Google, so enabling them improves relevance without risk. This alone can improve Maps visibility within weeks.
3.3 Create Custom Services for Each Keyword Gap
Custom services allow you to target specific, high-intent keywords that Google doesn’t suggest automatically. This is where real ranking gains happen.
When creating custom services:
- Use natural, human-readable language
- Match real search queries
- Avoid keyword stuffing
- Keep descriptions accurate and helpful
For example, instead of “Marketing,” use:
- “Google Maps SEO for Local Businesses”
- “Google Business Profile Optimization Service
At Local Performance SEO custom services are often responsible for ranking gains in competitive niches.
GPT Prompt for Fast, Compliant Service Descriptions
Use this GPT prompt to generate optimized service descriptions safely:
Prompt:
“Write a 1–2 sentence Google Business Profile Optimization service description that is clear, helpful, non-promotional, and compliant with Google guidelines. Use natural language and describe the service accurately without keyword stuffing.”
This ensures consistency while saving time across multiple services.
3.4 Publish and Re-Scan (But Not on the Same Day!)
After adding or editing services, do not make additional major edits the same day. Google needs time to process and reassess your profile.
Best practices:
- Publish changes
- Wait 48–72 hours
- Monitor impressions and rankings
- Avoid editing multiple sections at once
At Local Performance SEO we follow controlled update cycles to prevent ranking volatility and ensure stable growth.
6 – Tools to Make This Easy
- Google Business Profile Manager – editing
- GTrack maps rank tracker – nine‑by‑nine grids before and after
- Google Keyword Planner or Ahrefs – check the local volume
- GS Location Changer Chrome extension – incognito SERP previews
- Google Sheets – track your services
Using data-driven insights allows you to refine services over time and stay ahead of competitors in Google Maps results.
Next Steps for You
If you want to rank higher on Google Maps, optimizing services should be a priority—not an afterthought.
Your next steps:
- Audit your current Google Business Profile service
- Build a complete service inventory
- Identify keyword gaps
- Add and optimize services strategically
If you want expert help, Local Performance SEO specializes in Google maps rank tracker strategies that deliver measurable results for local businesses.
FAQ – Common “Google My Business” Questions
Q1: How many services should I add to my Google Business Profile?
Ans: There is no fixed limit, but quality matters more than quantity. Add all relevant services without duplication or spam.
Q2: Do services really affect Google Maps rankings?
Ans: Yes. Services directly influence relevance, which is a core Maps ranking tracker.
Q3: How long does it take to see results after adding services?
Ans: Typically 2–4 weeks, depending on competition and profile authority.
Q4: Can incorrect services hurt my rankings?
Ans: Yes. Irrelevant or misleading services can reduce trust and visibility.
Final Thought
Google Maps ranking isn’t about tricks—it’s about clarity. When Google clearly understands what you offer, it rewards you with visibility. Service optimization is one of the fastest, safest ways to achieve that.
