When, Why, and How to Use Google Local Services (Google Business Profile)


Have you ever wondered how to get your business to stand out when customers are searching for services “near me”? In today’s digital age, Google Local Services (formerly known as Google Business Profile) is one of the most powerful tools to ensure your business appears in local searches, right when people need you the most. Whether you’re a plumber, restaurant owner, or any local service provider, understanding when, why, and how to use Google Local Services can dramatically boost your visibility and connect you with more customers.


When to Use Google Local Services

Google Local Services is specifically designed for businesses that provide in-person services to local customers. If you run a local business, whether you’re a contractor, doctor, hair stylist, or restaurant owner, creating a Google Business Profile should be at the top of your to-do list.

So, when should you start using it?

  • Starting a new business: If you’re just launching your business, having an online presence is essential from day one. Google Local Services helps potential customers find you when they search for the services you offer.
  • Expanding your service area: If you’ve been operating in one location and are now expanding to a new area, listing your business will help you gain visibility in the new location.
  • Reaching more customers: If you’ve been operating for some time but haven’t optimized your online presence, Google Local Services can help drive traffic to your business from local customers actively searching for services you offer.

Why Use Google Local Services?

Now that you know when to use Google Local Services, let’s talk about why it’s crucial for your business.

  1. Increased Visibility in Local Search:
    Google is the dominant search engine, with over 90% of online searches happening on Google. With Local Services, your business can appear directly in Google search results, including the Local Pack and Google Maps. This makes it easy for customers to find you when they search for specific services near them.
  2. Boost Credibility with Google Reviews:
    Google reviews play a significant role in influencing local customers. Being listed on Google Local Services allows customers to leave reviews about your business, which in turn helps build trust and influence future customers’ purchasing decisions.
  3. Targeted Traffic:
    When customers search for services, they typically use keywords with local intent, such as “plumber near me” or “best mechanic in [city name].” By being listed on Google Local Services, your business is placed in front of highly targeted prospects who are actively looking for the exact service you provide.
  4. Integration with Google Maps:
    Google Maps is another essential tool for businesses, as it helps users easily find directions to your location. With Google Local Services, your business will be integrated with Google Maps, ensuring that your customers can find your location, hours of operation, and contact information quickly.
  5. Cost-Effective Advertising:
    Google Local Services operates on a pay-per-lead model, meaning you only pay when you receive a lead (a call or message) through your business profile. This makes it a more cost-effective option compared to traditional advertising methods like pay-per-click ads, especially for small businesses.

How to Use Google Local Services: A Step-by-Step Guide

Now that you know why Google Local Services is essential, let’s walk through the how-to of getting your business listed. Here are the steps to complete a Google Business Profile:

Step 1: Sign Up for Google Local Services

  • Go to the Google Local Services sign-up page. You’ll need to log into your Google account or create one if you don’t have one already.
  • Choose your business category. This is crucial as Google will use it to match you with relevant search queries.
  • Select your service area, which will define the geographic area where you want to appear in search results.

Step 2: Verify Your Business

Verification is a critical step in the process. Google uses verification to ensure the legitimacy of your business and to help customers feel confident in the services you offer. There are several ways to verify your business, including:

  • Phone Verification: Google will call your business number and provide a verification code.
  • Postcard Verification: Google will send a postcard with a code to your business address.
  • Email Verification: In some cases, Google may verify your business via email.

Important: Verification is required before your business can appear in local search results. Without it, your listing won’t be visible to potential customers.

Step 3: Add Photos, Hours, and Services

Your Google Business Profile should include the following:

  • Business Name: The official name of your business.
  • Address: Your physical location (if applicable).
  • Phone Number: Make sure it’s your business’s dedicated line.
  • Website: A link to your business website, if you have one.
  • Hours of Operation: This is crucial, especially for customers who are searching for businesses open at specific hours.
  • Services: Add detailed descriptions of the services you provide (plumbing, cleaning, etc.). The more detailed, the better!

Step 4: Optimize Your Profile

  • Add a detailed business description: Tell your customers exactly what makes your business unique.
  • Request reviews: Ask satisfied customers to leave reviews directly on your Google Business Profile.
  • Update regularly: Keep your profile updated with accurate information, new services, and promotions.

Step 5: Monitor Leads and Responses

Once your profile is up and running, you’ll begin receiving leads directly from customers via phone calls or messages. Be sure to monitor your profile for new leads and respond quickly to maximize your conversion chances.

Pros and Cons of Being Listed on Google Local Services

Pros:

  1. Increased Visibility: Your business appears in search results and on Google Maps, making it easier for customers to find you.
  2. Targeted Leads: Google matches you with customers who are actively looking for your services in your area.
  3. Cost-Efficient: You only pay for leads, not impressions, which means you’re not wasting money on clicks that don’t result in customers.
  4. Trustworthiness: Google’s verification process and customer reviews lend credibility to your business.
  5. Enhanced Customer Communication: You can receive messages and calls directly from the Google platform.

Cons:

  1. Lead Costs Can Add Up: If you’re in a competitive industry, lead costs can be expensive. You may find yourself paying for multiple leads before securing a customer.
  2. Limited Control Over Review Process: Negative reviews can harm your business, and sometimes it’s difficult to manage or remove them.
  3. Limited Customization: Google Local Services profiles are more basic compared to fully customizable websites or other listing platforms.
  4. Competition: You might find yourself competing with other local businesses in the same category, which could drive up the cost of leads.

How Google Local Services Integrates with Other Platforms

While Google Local Services is an excellent tool, it’s important to know that other platforms like Yelp, Bing Places for Business, and Apple Maps can also help you get discovered. Here’s how they compare:

  • Yelp: Offers similar services, with business listings, customer reviews, and the ability to message business owners directly. However, Yelp also has paid advertising features that can increase your visibility.
  • Bing Places for Business: This is Microsoft’s equivalent of Google Business Profile and is useful for reaching customers who use Bing for search instead of Google.
  • Apple Maps: While not as popular as Google Maps, Apple Maps still provides valuable visibility for iPhone users and is another avenue for local search.

Each of these platforms offers unique benefits, and using them in conjunction with Google Local Services will help ensure you’re covering all your bases when it comes to local search.

Summary and Call to Action

In today’s competitive marketplace, getting listed on Google Local Services (Google Business Profile) is one of the most effective ways to boost your local visibility, connect with customers in your area, and grow your business. Whether you’re just starting or looking to expand your reach, the benefits of having an active, verified Google Business Profile far outweigh the cons.

Take action today! Sign up for Google Local Services, verify your business, and start appearing in local search results on Google and Google Maps. By optimizing your profile, encouraging reviews, and responding to leads, you can start attracting more local customers and growing your business like never before.