If a homeowner searches “plumber near me” right now, the first thing they see isn’t a website — it’s the map pack: three business listings with ratings, hours, and a call button. Your Google Business Profile (GBP) controls what shows up there. Getting it right is one of the highest-leverage things a local service business can do.
Claim and verify your profile
Go to business.google.com and search for your business. If it already exists (Google sometimes auto-creates listings), claim it. If not, create one from scratch. Either way, you’ll need to verify it — usually by postcard, phone, or video, depending on your business type.
Don’t skip verification. An unverified listing can’t be fully managed, won’t rank as well, and is more vulnerable to being hijacked or edited by someone else.
Fill out every field
Most business owners complete the basics — name, address, phone — and stop there. The businesses that rank well fill out everything:
- Business category: Pick the most specific primary category that fits your main service (e.g. “Plumber” not “Home Services”). Add secondary categories for each additional service.
- Service area: List every city, zip code, or neighborhood you serve. Don’t just list your business address.
- Hours: Keep these accurate and update them for holidays. Google shows “Closed” if your hours are wrong — customers won’t call.
- Services: Add individual services with short descriptions. This helps Google match your listing to specific searches.
- Business description: Write 2–3 sentences about what you do, who you serve, and what makes you different. Include your city and main service naturally — don’t keyword-stuff.
Add photos — and keep adding them
Listings with photos get significantly more clicks than those without. At minimum, upload:
- Your logo
- A cover photo (your truck, crew, or finished work)
- At least 5–10 photos of actual jobs you’ve done
Don’t use stock photos. Authenticity matters here — customers are trying to gauge whether you’re a real, established business.
Get reviews consistently
Reviews are the single biggest factor in whether your listing appears in the map pack for competitive searches. The businesses at the top of local results aren’t necessarily the best — they’re the ones who ask for reviews the most consistently.
After every completed job, text or email the customer a direct link to your Google review page. Make it one tap. Most customers are happy to leave a review if you make it easy. A business with 60 reviews at 4.7 stars will almost always outrank one with 8 reviews at 5.0.
Post updates regularly
Google Business Profile has a “Posts” feature — short updates that appear on your listing. Most businesses never use it. Posting once or twice a month (seasonal promotions, completed projects, tips) signals to Google that your listing is active and managed, which helps with ranking.
Getting your GBP set up correctly takes a few hours. Keeping it maintained — reviews, photos, posts — takes 15 minutes a month. If you’d rather hand that off, it’s included in every Ruva Web plan.