Local SEO optimization remains vital to an organization’s online visibility strategy. One of the often overlooked avenues to enhance local SEO rankings is the implementation of pre-defined services on the Google Business Profile (GBP) listing.
Unveiling the Influence of Google Business Profile Services on Local SEO
Recent evaluations by Sterling Sky and Whitespark indicate a noteworthy correlation between the GBP pre-defined services and local search rankings. Before this revelation, the local search results were primarily influenced by elements such as location, categories, reviews, and keywords embedded in the business name. However, GBP services now form an integral part of local SEO optimization strategies.
The Evolution of Google Business Profile Services and Local SEO
Back in 2019, GBP services barely influenced local rankings. Despite Google discreetly adding pre-defined services to several GBP categories, their impact was marginal. However, a retest conducted in 2022 revealed a significant shift in these outcomes.
Understanding Google Business Profile Services
Additional tests by Whitespark’s Darren Shaw mirrored these findings, reinforcing that incorporating pre-defined services to your GBP listing can substantially improve local search rankings. Despite these promising results, many small businesses need to be made aware of these features, primarily due to Google’s subtle approach to announcing new features and its complex search edit interface.
How to Navigate to Services in the Google Business Profile Dashboard
To locate services in GBP’s New Merchant Experience (NMX), you must visit the menu’s services section. Once there, you can view a list of your categories and the corresponding services under each category.
By clicking on ‘Add more services,’ a screen with the available services under that category will appear. Note some categories have more services than others.
Understanding Google Business Profile Service Suggestions
Service suggestions pending approval or removal need to be addressed before you can add more services. It’s also worth noting that not all categories have pre-defined services. Regularly check your GBP to stay updated with any newly added services relevant to your business.
The Impact of Google Business Profile Services on Local SEO Rankings
Extensive testing reveals that integrating services in GBP can bolster implicit and explicit keyword rankings. This is particularly exciting, given the increased difficulty in ranking for implicit keywords following the Vicinity update. The added services also enhance rankings for niche service-based keywords, aiding your local visibility for specific searches.
You might also like: How To Optimize A Website For SEO: Adding Keywords (20 spots in HTML).
Exploring Unique Content Ideas through Google Business Profile
The GBP platform also offers a unique avenue for generating content ideas, especially for those managing multiple businesses and accounts. These pre-defined services can inspire specific topics and keywords for your service pages. Google suggests these services based on user searches associated with the business’s category or industry, indicating what people are searching for about your business.
Monitoring your Local Search Results
As with all local search strategies, it’s crucial to document the results. Screenshots are taken before and after adding new services to your GBP listings can provide a visual representation of the changes. The impact on ranking usually manifests between 24 to 72 hours. Tools like Mobile Moxie’s automatic SERP tracker or manual methods with a location-changing extension can be beneficial. Local rankings can also be tracked using a geogrid tracking tool like Places Scout or Local Falcon.
Keeping your Google Business Profile Strategy Up-to-date
Local SEO is a dynamic field that constantly shifts with Google’s updates to GBP. Regular monitoring and staying informed about the latest GBP product updates are imperative. Google often quietly releases features like pre-defined services, making it all the more critical to keep your local SEO news updated.
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