Highlights:
– Adding and removing custom services showed a rank increase/decline within 72 hours.
– These words were not ranking before,or were not in top10.
– The results started in March of 2023 and lasted through December of 2024.
Note: This study was done after Joy Hawkins of Sterling Sky, did a study on predefined services. This was followed by Darren Shaw of Whitespark doing a followup test.
In the competitive landscape of local SEO, finding strategies that deliver quick results while ensuring long-term success can be challenging. This single case study highlights how the simple yet effective optimization of adding custom services to a Google Business Profile (GBP) led to a noticeable improvement in keyword rankings within 72 hours, with sustained benefits over time.
The question is, will adding custom services to a Google Business Profile help with ranking?
The Situation:
A local pest/wildlife business aimed to improve its visibility on Google Search for relevant keywords. While their Google Business Profile was already optimized with basic information like the business name, address, phone number, and website, their rankings for several important keywords remained stagnant.
Key Challenges:
• Keywords ranked outside the top 10 positions were driving minimal traffic.
• Visibility was low for highly competitive services in their niche.
• The existing profile lacked detailed descriptions of the services offered, which could affect relevance in local search queries.
The Strategy: Adding Custom Services to GBP
To address these challenges, we implemented the following changes to their GBP:
1. Added Custom Services:
• We identified key services that customers were likely to search for, based on keyword research and competitor analysis.
• Each service was added under the “Services” section of the GBP dashboard, accompanied by concise yet descriptive details.
2. Incorporated Relevant Keywords:
• Each service description was crafted to include target keywords naturally, enhancing the profile’s relevance for those search terms.
3. Ensured Accuracy:
• The services listed were aligned with the business’s actual offerings, avoiding keyword stuffing and maintaining Google’s policy compliance.
4. Tracked Performance:
• We monitored keyword rankings, visibility score, and overall engagement metrics over the following weeks.
The Results: Rapid Improvement in 72 Hours
Within 72 hours of implementing the custom services, the business experienced measurable improvements:
1. Keyword Rankings:
• Nine keywords moved into higher-ranking tiers (positions 1-15), with one entering the top 3.
• This immediate boost highlighted Google’s responsiveness to updates on GBPs.
2. Visibility Score:
• The overall visibility score increased by 5%, rising from 24% in March to 29% in December.
3. Sustained Progress:
• Unlike many strategies that result in short-term gains, the improved keyword rankings remained stable over several months. This was evident from the consistent growth in visibility and keyword retention, as shown in the ranking distribution chart.
4. Improved Engagement:
• Higher keyword rankings correlated with increased traffic to the business’s profile, leading to more customer inquiries.
Why This Worked
1. Google Rewards Relevant Content:
• Adding custom services made the GBP more detailed and relevant, allowing Google’s algorithm to match the business with more localized searches.
2. Increased Profile Completeness:
• A fully optimized profile signals credibility and authority, boosting rankings.
3. Keyword Optimization:
• Strategically incorporating keywords into the services section aligned the profile with target search terms, improving visibility for those queries.
Key Takeaways
This one case study demonstrates the power of small yet impactful changes to a Google Business Profile. By adding custom services, businesses can:
• Quickly improve keyword rankings and visibility.
• Attract more qualified leads by appearing for relevant searches.
• Maintain long-term benefits with consistent profile management.
Pro Tip: Regularly update your GBP with new services, photos, and posts to keep your profile fresh and relevant to both Google and potential customers.
If your business is struggling to achieve better rankings on Google, optimizing your GBP with custom services could be the game-changer you need. Take the time to understand your target audience’s needs, align your profile with their search intent, and watch the results unfold!
This strategy not only delivers rapid results but also establishes a foundation for long-term success, ensuring that your business remains competitive in local search. Let this be a reminder that even seemingly minor updates can make a big impact!
