How do you use services in Google Business Profile to win new Maps keywords?
Real‑world Google business profile example, which I manage for my wife: Dulce Vegan Tenerife
Why Services Matter for Local Businesses
If customers can’t find the exact service they need in Google Maps, they’ll choose a competitor who shows it, no matter how great your reviews are.
This guide walks you through how to add services to Google Business Profile (formerly Google My Business) in a way that boosts keyword reach without breaking Google’s rules.
The Services tab inside your Google Business Profile (GBP) is the fastest way to close that gap. Every service you add becomes a structured relevance signal that helps you:
- Appear for new long‑tail queries (for example, “organic bakery near me”)
- Stand out in the local pack with zero‑click proof you do the job
- Feed Google fresh, category‑matched data without spending a cent
In short, services are the lowest‑effort, highest‑impact Google Business Profile optimization tactic most owners still ignore. Let’s change that.
Table of Contents
- Mapping Your Real‑World Services to GBP
- Spotting Keyword Gaps with a free maps rank tracker scan
- Step‑by‑Step: Adding Core and Custom Services
- Case Study: Dulce Vegan Tenerife (rankings in 9 days for new keywords)
- Common Mistakes and How to Avoid Them
- Recommended Tools and Next Steps
- FAQ - Common “Google My Business” Questions
1 – Make a complete service inventory
Start by confirming your primary category is still the best fit, then add up to four or five additional categories that genuinely describe your business – anything off‑topic can hurt rankings or add clutter.
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. The app has a built-in competitor analysis, which will show you all Google business categories used by your business and your competitors.
Open a blank sheet and list:
| Column | What to enter | Why it matters |
|---|---|---|
| Category | Current primary and secondary GBP categories | Services must be attached to a category to show publicly |
| Core service | What customers ask for daily | Tick all of Google’s suggested services that match |
| Specialty variant | High-margin or seasonal work | These usually require a custom service |
| Status | ✔ listed or ✗ missing | Easy way to track progress |
2 – Find the keyword gaps you’re not ranking ror
- Run a baseline maps rank tracker scan. Use a nine‑by‑nine grid at one‑mile spacing for a storefront or eleven‑by‑eleven at two miles if you’re service area.
- Sort the results by average position. Any service phrase where you have an average worse than ten is a gap.
- Check Search Console → Performance → Queries. Phrases with impressions but low clicks are also gaps.
Add each gap to the “Specialty variant” column in your spreadsheet.
Example of a scan for the "Organic Backery" keyword before adding the service listed as Organic Backery.
3 – Add or edit your services step by step
3.1 Open the Services Editor
- Google your business name while signing in with the email you manage, the Google Business Profile.
- In the profile bar, click Edit Services. Then, under your category that matches the service you want to add, click Add more services.
3.2 Enable every relevant suggested service
Google’s defaults are safe; tick them all if you perform them, but don't forget to add relevant descriptions to each service.
3.3 Create custom services for each keyword gap
- Click Add Custom Service.
- Name it in plain language (120 characters or fewer). One keyword per service.
- Optionally add a price or range. My suggestion is to use "From." for pricing.
- Add a service description and include your keyword in the description at least once.
Pro Tip: Use my ChatGPT prompt to create a service description. Paste the screenshot of the service you are adding, and ChatGPT will return the needed description.
GPT Prompt for fast, compliant service descriptions
Write a clear, natural Google Business service description (max 300 chars) that uses the keyword a least once in the description. Do not include profanity, gibberish, personal info, URLs, phone numbers, or disallowed pricing. Focus on what the customer receives and why it helps.
Examples:
- Organic bakery
- Custom cake
- Gluten‑free vegan brownies
3.4 Publish and re‑scan, but not on the same day!
Usually, every edit you make in your Google Business Profile will give you an instant rank (in less than 24 hours), like when you add keywords to your GBP name, but it's not the same situation with services.
Wait at least 48 hours. In my case, it took 4 to 8 days to start seeing ranking results.
Run a new Google Maps ranking check on the same grid with the same keyword. I prefer to configure a Schedule Scan and add all keywords I want to rank for. In this way, the Google Maps rank tracker will perform the scan every day at the same time and on the same GEO-Pins, and you'll have a clear vision of our ranking results.
Pro Tip: Run the scheduler at the time your business is open!
Case Study: Dulce Vegan Tenerife
| Date | Grid avg. position – Organic Bakery | Grid avg. position – Custom Cake | Notes |
|---|---|---|---|
| Day 0 | Unranked (>20) | Unranked (>20) | Before edit |
| Day 4 | 11 | >20 | After custom services were added |
| Day 9 | 1.1 | 3 | Second scan – now in local pack 9x9 pins |
Scheduled scan Google Maps ranking report:
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
Next Steps for You
- Audit your current Services list.
- Add missing core and custom services today.
- Scan your ranking grid before and after with a maps rank checker tool.
- Iterate monthly. Prune services you no longer sell and add new ones.
FAQ – Common “Google My Business” Questions
Q: How do I add services on Google My Business?
A: Google renamed the product to Business Profile in 2022, but the workflow is identical. Open your profile, click Edit Services, pick the right category, and follow the steps in this guide.
Q: What must I avoid adding to the service description?
A: Avoid any content that violates Google’s guidelines: no profanity, random characters, personal details, phone numbers, URLs, or price info for restricted items. Keep descriptions clear, keyword-relevant, and under 300 characters.
Q: Can I add any service I want to my Google Business Profile?
A: You can only add relevant services to your listed categories. If a service doesn’t match your category, it may not appear publicly and may hurt your visibility.
Q: How long does it take to see ranking changes after adding services?
A: Most businesses see changes within 48 to 72 hours, but it can take up to 10 days. Unlike name edits, service updates don’t give you instant results. Be patient and re-scan your grid using a maps rank tracker.
Q: What’s the difference between adding a product and adding a service in GBP?
A: Products are physical items and show up with images and pricing. Services are task-based (like “custom cake” or “organic bakery”) and help trigger local map results tied to specific queries.
Q: How specific should my custom services be?
A: Very specific. Don’t just list “Cakes.” Use phrases like “Vegan Wedding Cakes” or “Custom Cake Delivery Tenerife.” Specific services help you show up for long-tail searches and outperform competitors.
Q: Can I track keyword improvements after adding services?
A: Yes. Use a tool like GTrack or any reliable maps rank tracker to monitor your visibility changes after editing Services. Set scheduled scans to track gains over time.
That’s actionable Local SEO for small businesses at its simplest. Follow the steps above, drop your screenshots where noted, and watch your map positions climb.
