When someone searches for a roofer, a plumber or an HVAC company, the map results usually sit above everything else, and those results come from Google Business Profiles. Google says local results are based mainly on relevance, distance and how well-known a business is, and that "there's no way to request or pay for a better local ranking." That leaves the things you control. Here they are, in order.
1. Claim and verify your profile
Search for your business name on Google. If a profile shows up, claim it; if not, create one. Verification tells Google you're authorized to represent the business, and Google says a verified business is more likely to show up in search results.
2. Use your real business name
Your name on Google should match the name on your trucks, your website and your invoices. Google's guidelines say not to add keywords, taglines or locations. "Smith Roofing" is fine; "Smith Roofing Best Roof Repair Little Rock" can get a profile suspended.
3. Pick the right primary category
Your primary category is the one that finishes the sentence "This business is a...": Roofing contractor, HVAC contractor, Plumber, Electrician. Google asks you to use as few categories as possible to describe your core business, so add secondary categories only for work you really do.
4. Set your service area, and hide your address if customers don't come to you
Most contractors are service-area businesses: you go to the customer. If customers don't come to your address, Google says to remove it from your profile and list your service areas instead. You can list up to 20, and Google says your overall area shouldn't extend more than about two hours of driving from where you're based.
P.O. boxes and remote mailboxes aren't allowed as a business address, and a virtual office only counts if it's staffed during business hours.
5. Use a phone number and website that are really yours
List a local phone number that rings at your business and a link to your own website. Keep the name, phone and website identical everywhere they appear: your site, Facebook, the BBB, Yelp and other directories.
6. Keep your hours accurate
Set regular hours and add special hours for holidays. If you take after-hours or emergency calls, say so only if someone actually answers. Missed calls from people who trusted your hours cost you jobs and reviews.
7. List your services
Add each service you offer, in the words homeowners use: "water heater replacement," not just "plumbing services." Short descriptions help.
8. Write a useful description
You get 750 characters. Google's guidelines say to use it for useful information about your services and your history, and not for promotions, prices or links. Say what you do, where you work and what makes you different.
9. Add real photos
Upload a logo, a cover photo, and photos from real jobs: before and after, your crew, your trucks. Google says photos help you show customers what you offer and tell the story of your business. Add new ones every month or two.
10. Ask every customer for a review
Reviews are part of how well-known your business looks to Google and to homeowners. Make asking part of finishing every job, and send your review link by text while the work is fresh. Ask every customer the same way.
Don't offer discounts, gifts or anything else in exchange for a review, and don't pressure anyone for a particular rating. Google's policies prohibit both.
11. Reply to reviews
Thank people for good reviews and answer bad ones calmly, with the facts and an offer to make it right. Google says replying shows you value feedback and can help your business stand out.
12. Post updates
Posts show up on your profile. Share seasonal services, recent projects and news. A short post with a real photo every couple of weeks keeps the profile active.
13. Check your profile every month
Anyone can suggest edits to a Business Profile, and Google sometimes accepts them. Log in monthly to make sure your hours, phone, categories and website are still right.
14. Know who has access
Look at who's listed as an owner or manager on your profile, and on your Google Search Console account too. Remove anyone you don't recognize, and keep ownership in your own name, even if an agency manages the work.
Want a second set of eyes?
We'll check your profile and website and send a one-page Local Growth Snapshot of the fixes that matter most. Call (501) 476-1138, or start with the free website audit.