The GBP Services section is the most underpopulated field in local SEO. Each service entry is a direct keyword match for service-specific searches.
The GBP Services section is the most consistently underpopulated field in local business optimization. Most businesses either skip it entirely or add one or two generic service names and move on. Meanwhile, the services section is one of the most direct keyword matching tools available in your GBP, and the businesses that understand this are outranking competitors who don't.
This guide covers exactly how the services section works, how to populate it for maximum keyword coverage, and the specific approach for different business types.
When a user searches Google Maps for a specific service, Google's algorithm looks for GBPs where that service is explicitly listed in the Services section. A plumber who has "Drain Cleaning" listed as a service ranks more reliably for "drain cleaning near me" than a plumber who just has "Plumbing" as their only service entry.
The matching logic is straightforward: the more specific and comprehensive your services section, the more service-specific searches your GBP can match.
What the services section is not: It's not a keyword spam field. Listing fabricated services you don't offer is a policy violation and can result in GBP suspension. Every service you list should be a service you actually provide.
What it is: A structured catalog of your actual offerings that Google uses to match your GBP to the specific service queries your potential customers are using.
From Google Business Profile (business.google.com):
Step 1: Sign in to your GBP dashboard. Step 2: Click on your business profile. Step 3: Click "Edit profile" and navigate to "Services."
Note: The appearance of the Services section varies by business category. Some categories get a structured services interface with individual service names and optional descriptions. Others get a simpler list format. Healthcare categories may see a different structure.
Service entry fields:
Fill out all three fields for every service. The description field is keyword-rich real estate that most businesses leave blank.
Home Services (Plumbing, HVAC, Electrical, etc.):
The mistake: "Plumbing" as a single service. The opportunity: Individual entries for every service type.
Target service count: 8–15 entries Sample entries for a plumber:
Each entry can have a description that includes related keyword phrases: "Drain Cleaning: Professional drain cleaning service for clogged kitchen sinks, bathroom drains, and main sewer lines. Hydrojetting and snake cleaning available."
Healthcare (Dentists, Doctors, Specialists):
For healthcare, service entries correspond to conditions treated and procedures performed.
Sample entries for a general dentist:
Legal Services:
Law firm service entries match the practice areas you handle.
Sample entries for a family law attorney:
Restaurants:
Restaurants have a different service section structure, Google provides cuisine type, service options (dine-in, delivery, takeout), and meal types (breakfast, lunch, dinner).
Ensure all applicable meal types and service modes are selected, these function as keyword filters for searches like "breakfast restaurants near me" or "delivery restaurants [city]."
The service description field (up to 300 characters per service) is where you can add keyword-rich context that the service name alone doesn't capture.
Structure that works: [Service name] + [what's included or how it works] + [key benefit or differentiator]
Examples:
"Emergency Plumbing: 24-hour emergency plumbing services for burst pipes, flooding, and urgent repairs. Response time within 60 minutes in [city] and surrounding areas."
"Water Heater Replacement: Same-day water heater installation for all major brands. Electric, gas, and tankless systems. Licensed and insured. Serving [city] since 2010."
"Drain Cleaning: Professional drain cleaning for kitchen sinks, bathroom drains, and main sewer lines. Hydrojetting available for severe blockages."
Each description naturally includes keyword variations that improve matching for related searches.
For businesses with many services, the Services section allows grouping services into categories.
Example: HVAC company services organized by category:
Cooling Services:
Heating Services:
Indoor Air Quality:
This organization makes the services section more navigable for customers and signals distinct service categories to Google's algorithm.
A common question: should services be in the description or the services section?
The answer: both, but differently.
Services section: Individual entries for each specific service you offer. The structured format helps Google match specific searches.
Business description: A narrative overview mentioning your primary service categories naturally. "We provide residential HVAC installation, repair, and maintenance services in [city]..." This creates keyword context at the business level.
The description summarizes; the services section specifies. Both contribute to your overall keyword coverage.
The services section should reflect what you're currently offering, not what you used to offer or hope to offer eventually.
When to update the services section:
Stale services listed (services you no longer provide) create trust issues when customers call expecting the service and you have to decline.
How many services should I list in my GBP? As many as you actually offer, with no maximum. List every individual service you provide, the more granular, the better for keyword matching. Don't list "plumbing" as a single entry when you can list 10 specific plumbing services.
Do service descriptions affect GBP rankings? Yes. Service descriptions provide additional keyword context that helps Google match your GBP to related search queries. A service entry with a keyword-rich description matches more queries than the same service entry with no description.
Can I add services that I offer occasionally but not as a primary service? Yes, as long as you actually offer them. A plumber who occasionally does bathroom remodeling should list "Bathroom Remodeling" as a service, that service entry creates keyword matching for remodeling searches and is accurate to what you offer.
What happens if my business category doesn't have a Services section? Some business categories, retail, restaurants, certain professional services, have different structured data formats instead of the traditional Services section. In those cases, use the business description and attributes fields to cover the keyword territory that services would otherwise handle.
The services section is 30 minutes of work that pays dividends for years. Fill it out completely, write descriptions for every entry, and you've created keyword matching opportunities for every specific service type your business offers.
The competitor who has one entry reading "Plumbing" is not competing effectively against the competitor who has 12 entries covering every specific service, each with keyword-optimized descriptions. That gap is the easiest one to close in local SEO, and the one most businesses ignore.
