Relevance
Most profiles are under-specified. The categories are set, and everything else — services, description, attributes, Q&A — is blank. Google fills the gap by guessing from your website and your reviews, and the guess is usually vaguer than the truth.
Filling in the service list with real service names and descriptions is the single cheapest relevance gain available. Each entry is another query you become plausibly eligible for.
Reviews contribute too. When customers describe the specific job in their review text — "replaced our water heater" — that language reinforces relevance in a way you cannot write yourself. Asking customers to mention what you did is legitimate; scripting the review is not.
Relevance decides which searches you can win at all. Prominence decides whether you win them.
Common questions
Does the business description affect ranking?
It's a minor relevance signal and a real conversion one. Write it for the customer, include the services and the area you cover naturally, and don't stuff keywords.
Should I add every service I offer?
Add every service you genuinely provide, each with a short description. It expands eligibility and it's one of the most under-used fields on the profile.
Related terms
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