As a skilled trades business, whether you’re a plumber, electrician, HVAC technician, or carpenter, having an online presence is essential. When people search for local services, they turn to search engines—especially Google—to find trustworthy businesses nearby. Setting up and optimizing a Google My Business (GMB) profile and implementing local SEO strategies can make a world of difference in getting found by local customers and growing your business.

In this guide, we’ll cover why Google My Business and local SEO are crucial for skilled trades, how to set them up, and tips to optimize your online presence.

Why Google My Business and Local SEO Matter for Skilled Trades

Before diving into the setup, it’s important to understand the impact of GMB and local SEO on your business. Here’s why they matter:

1. Increased Visibility in Local Searches: When potential customers search for services like “plumbers near me” or “local electrician,” Google My Business listings are among the first results they see. A well-optimized GMB profile increases your chances of showing up in these valuable local searches.
2. Enhanced Credibility: A GMB profile with positive reviews, photos, and updated information builds trust with customers. People are more likely to choose businesses with complete profiles and good ratings.
3. Free Marketing Tool: GMB is free and offers a direct line to customers who are actively searching for your services. Combined with local SEO, it can attract high-quality leads without the cost of traditional ads.
4. Stand Out in Google Maps: GMB also helps you show up on Google Maps, making it easier for customers to find your physical location, call, or visit your website directly from the map listing.

With these benefits in mind, let’s explore the steps to set up and optimize your Google My Business profile.

Step 1: Set Up Your Google My Business Profile

1. Create Your Google Account

• If you don’t already have a Google Account, create one specifically for your business. This account will be used to manage your GMB profile and access other Google tools like Google Analytics and Google Ads.

2. Sign Up for Google My Business

• Go to Google My Business and click on “Manage now.”
• Enter your business name, ensuring it matches your official business name for consistency across platforms.

3. Enter Your Business Address

• Add your business address so Google knows where to place you on Google Maps. If you operate from a service area (like a mobile electrician or HVAC service), you can choose to list a general service area instead of a specific address.

4. Select Business Category

• Choose the category that best represents your business. Google provides a wide range of options, so pick the one most closely aligned with your services. For instance, select “Plumber” or “HVAC Contractor” rather than a broader category like “Home Services.”

5. Add Contact Information

• Enter your business phone number and website URL. Ensure these are accurate, as customers will use this information to contact you directly.

6. Verify Your Business

• Google will send a postcard with a verification code to your business address. Follow the instructions on the postcard to complete verification. This process can take a few days, but it’s essential for appearing in search results.

Step 2: Optimize Your Google My Business Profile

Once your profile is set up and verified, the next step is optimization. Here’s how to make your profile stand out:

1. Add High-Quality Photos

• Photos are critical in showcasing your work and professionalism. Include images of completed projects, team members, and your logo. Profiles with photos receive more engagement, so make sure they are clear and of high quality.

2. Write a Compelling Business Description

• In the “About” section, provide a brief description of your services, experience, and what sets you apart. Use relevant keywords to help with SEO but keep the language natural and customer-focused.

3. Encourage Customer Reviews

• Positive reviews build credibility and improve your ranking. Encourage satisfied customers to leave a review on your GMB profile. Responding to reviews—both positive and negative—shows potential clients that you’re engaged and professional.

4. Set Your Business Hours and Services

• List your business hours accurately to avoid customer frustration. Under “Services,” add detailed descriptions of each service you offer, using keywords where possible (e.g., “Emergency plumbing,” “Residential HVAC repair”).

5. Post Updates Regularly

• Google My Business allows you to share updates, promotions, or events directly on your profile. Regular posts show that you’re active and available, and they give potential customers a reason to click on your profile.

Step 3: Implement Local SEO Strategies for Your Business

With your Google My Business profile optimized, it’s time to focus on broader local SEO strategies to improve your visibility in search results.

1. Optimize Your Website for Local Search

• Use Local Keywords: Include your service area in your website’s main pages (like “plumbing services in Toronto”). Use keywords that people in your area might use when searching for your services.
• Add Location Pages: If you serve multiple locations, create individual pages for each area. This helps Google understand where you operate and increases your chances of showing up in local searches.

2. Ensure NAP Consistency

• What’s NAP? NAP stands for Name, Address, and Phone number. Ensure that your NAP information is consistent across all online directories and platforms (Google My Business, Yelp, Yellow Pages, etc.). Inconsistent information can harm your local SEO ranking.

3. Build Local Citations

• What’s a Citation? A citation is any online mention of your business name, address, and phone number. Building citations on local directories (Yelp, Angi, HomeAdvisor, etc.) boosts your local SEO ranking.
• Submit to Local Directories: Apart from popular platforms, submit your business to relevant local directories specific to your area or industry to improve local visibility.

4. Gather Backlinks from Local Websites

• What’s a Backlink? Backlinks are links from other websites to yours. They signal to Google that your site is reputable. Focus on obtaining backlinks from local businesses, associations, or news sites to boost your local SEO.

5. Optimize for Mobile

• Why Mobile? Most local searches are done on mobile devices. Ensure that your website is mobile-friendly and loads quickly. A smooth mobile experience is critical for converting searchers into customers.

Step 4: Track and Adjust

Once you’ve set up your Google My Business profile and implemented local SEO strategies, it’s essential to track your progress and make adjustments.

1. Monitor Google My Business Insights

• Google My Business offers Insights, which shows how customers are interacting with your profile. Track metrics like website visits, calls, and direction requests to understand your profile’s effectiveness.

2. Use Google Analytics

• Google Analytics can show you how much of your website traffic is coming from local searches. It also allows you to track user behavior, showing which pages are performing best.

3. Adjust Based on Performance

• Based on the data from Insights and Analytics, make changes to your keywords, website content, and profile information. SEO is an ongoing process, so continuous monitoring and adjustment are essential.

Conclusion: Grow Your Skilled Trades Business with Google My Business and Local SEO

Setting up and optimizing a Google My Business profile and local SEO strategy can significantly impact your business’s visibility and success. By establishing a strong online presence, skilled trades businesses can connect with local customers, build trust, and ultimately, increase sales.

In today’s digital world, being easy to find and reputable online is critical. With the steps outlined above, you’ll be well on your way to using digital marketing to grow your skilled trades business.