Every service you list is a keyword Google can match you with. A homeowner searching "tankless water heater installation [city]" will only find your business if that specific service appears somewhere in your profile. If you've listed "Plumbing Services" and nothing else, you're invisible for that search.
Here's how to fill this section out properly.
How to Access and Edit Your Services
Log into your Google Business Profile (search your business name on Google while signed in, or use the Google Business Profile Manager). Navigate to the "Edit Profile" section and find "Services" or "Products & Services."
Google organizes services into categories. You'll see your business categories listed, and under each one, you can add individual services with names, descriptions, and optional prices.
What to List
The answer is simple: every distinct service you provide. Not categories of services — individual services.
Instead of this:
- Plumbing Services
- Drain Services
- Water Heater Services
List this:
- Drain cleaning
- Hydro jetting
- Sewer camera inspection
- Sewer line repair
- Sewer line replacement
- Water heater repair
- Water heater installation
- Tankless water heater installation
- Tankless water heater repair
- Faucet repair and replacement
- Toilet repair and installation
- Garbage disposal installation
- Gas line installation and repair
- Slab leak detection
- Repiping
- Backflow testing and repair
- Water filtration system installation
- Emergency plumbing service
That's 18 services instead of 3 — and each one is a separate search that Google can now match your business with.
How to Write Service Descriptions
Each service allows a brief description. Use one to two sentences that explain what the service is and who needs it. Write in plain English, not marketing copy.
Service name: Tankless Water Heater Installation
Description: "We install tankless water heaters for homes and businesses, including gas and electric models. Tankless systems provide endless hot water and lower energy bills compared to traditional tank heaters."
That description naturally includes the service keyword, explains the benefit, and covers both residential and commercial — all in two sentences.
Avoid:
- Keyword stuffing: "Best tankless water heater installation service tankless heater installer near me"
- Empty descriptions: leaving the description blank
- Overly promotional language: "CALL NOW for the BEST prices in town!"
Prices: To Include or Not?
Google gives you the option to add prices for each service. This is a business decision, not an SEO decision.
Include prices if your pricing is standardized and competitive. Displaying a price range ("$150 - $350") sets expectations and can pre-qualify leads — customers who see the price and still call are more likely to convert.
Skip prices if your work requires custom estimates for every job (most service businesses) or if your pricing varies significantly by scope. Inaccurate or misleading prices create more problems than they solve.
For most service businesses, leaving the price field empty and focusing on comprehensive service descriptions is the better approach.
Align Services with Your Website
This is a critical connection most businesses miss. Every service listed on your GBP should have a corresponding page on your website, and vice versa.
Google cross-references your GBP with your website. When your GBP lists "Slab Leak Detection" and your website has a dedicated page about slab leak detection, both signals reinforce each other — increasing Google's confidence that you're genuinely expert in that service.
When there's a mismatch — services listed on your GBP that don't appear on your website, or website pages for services not listed on your GBP — the reinforcement weakens. Alignment is one of the simplest and most effective local SEO strategies available.
How Often to Update
Review your services section whenever your offerings change — adding new services, discontinuing old ones, or adjusting descriptions. At minimum, review it quarterly to make sure everything is current and complete.
If you add a new service page to your website, add the corresponding service to your GBP at the same time. If you earn a new certification that opens new service capabilities, update both your GBP and your website simultaneously.
The Competitive Angle
Check your top competitors' services sections. Count their listed services and compare to yours. In most markets, the businesses ranking highest have more services listed — not because they offer more, but because they've taken the time to list everything individually rather than using broad categories.
If your competitor has 15 services listed with descriptions and you have 3, that's a discoverability gap you can close in 20 minutes. Open your GBP, list every service, write a description for each, and save. It's one of the highest-return activities on your profile.