Do Services in Google Business Profiles Impact Ranking? – What Google Business Profile Fields Impact Ranking?

In order to see the list of pre-defined services, you need to click first on the services tab in the Google Business Profile dashboard and then “add another service.”

Back in 2019, we tested to see if adding these pre-defined services to a Google Business Profile (called Google My Business profile at the time) listing increased ranking for keywords related to the service.  At that time, we determined it did not. However, as part of our efforts to refine our Local SEO services, we decided to retest this in 2022, and the results were very different.

For this test, we added the service “DUI injury litigation” for a lawyer in New Jersey.  In our previous testing, we did not see an impact on rankings, but in the image below, you can see this time it did have a measurable impact on rankings.

 

So, we had to see if we could do this again.  So, we went to a dermatology client and added the service “vampire facial (5).”  Again, in the image below, you will see it had a major impact on ranking.

 

 

We have been able to recreate this with various clients in various industries.  However, the ranking impact seems to vary based on the industry and market.

What Google Business Profile Fields Impact Ranking?

Based on industry standards and data-backed testing, the Google Business Profile (GBP) fields with the most significant impact on local ranking are:

• Business Name (Title): Includes relevant, core keywords for the business.
• Primary Category: Establishes relevance for the business’s core offering.
• Physical Address/Proximity: Proximity to the searcher is a major proximity ranking factor.
• Customer Reviews: Consistent volume, high ratings, and keywords within reviews.
• Services: Adding specific, granular services helps trigger rankings for both explicit and implicit keywords.
• Website Link: Links to a well-optimized, authoritative website.
• Operating Hours: Accurate hours and holiday updates influence trust and ranking signals.
• Attributes: Relevant, accurate attributes (e.g., “wheelchair accessible,” “black-owned”) improve visibility.
• Products: Adding specific products helps capture queries in the product grid.

While foundational fields like Name, Category, and Address are standard, our research specifically highlights how Services—often under-optimized—can be a powerful, under-utilized lever for ranking in competitive local markets.

Should You Add Services On Google Business Profile?

Yes, you absolutely should. Adding services to your Google Business Profile is a foundational step for local SEO. Not only does it provide potential customers with immediate information about your offerings, but our internal testing confirms that it can positively influence your rankings for both explicit and implicit keywords.

Why You Should Add Services:

• Direct Ranking Impact: Our tests show that adding services—specifically pre-defined services—can improve your rankings for relevant keywords within 24–72 hours.
• Increased Search Visibility: Explicitly listing your services helps Google match your business with users searching for those specific terms, increasing your chances of appearing in the Local Pack.
• Improved Conversion Rates: Providing a clear, detailed list of your services (and potentially pricing) helps potential customers make faster, more informed decisions, leading to higher engagement.
• Search Intent Alignment: By categorizing and listing your services, you communicate clearly to search engines exactly what problems your business solves.

Best Practices for Maximizing Your Services Section:

• Start with Google’s suggested service categories for your industry. These are prioritized by the algorithm.
• Leverage Custom Services: Once pre-defined options are exhausted, add custom services to fill gaps, specifically targeting long-tail keywords that your customers use.
• Keep Descriptions Concise but Keyword-Rich: When adding custom services, include a brief description that naturally incorporates the terms your customers are searching for.
• Regularly Audit: Google’s service options can change or disappear. We recommend checking your service list quarterly to ensure your offerings are still relevant and active.

TL;DR:

1. Services impact ranking.
2. They seem to impact both explicit and implicit keywords.
3. Explicit keyword ranking impact is more dramatic.
4. The ranking impact seems to vary based on the industry and market.
5. The ranking impact can take 24-72 hours to take effect.

Resources: 1. Search Engine Land 2. Moz 3. Bright Local 4. Local SEO Conferences 5. Vampire Facial