Latest / The Local Marketing Podcast with Fexingo: Small Business, Google Maps, and Local SEO / How a Plumber Uses Google Maps Services List to Rank for Emergency Calls
Transcript
- Lucas: So last week, my kitchen sink decided to become a fountain at 11 p.m. on a Tuesday. Luna: Oh, that's the worst time for anything plumbing-related. Lucas: Exactly. So I'm standing there, water everywhere, and I grab my phone and search 'emergency plumber near me'. The first result that pops up is this outfit called Pete's Pipe Rescue. And what's interesting is, I'd never heard of them before. But there they are, right in the local map pack, with a Google Business Profile that lists every single service I needed. Luna: So you called Pete? Did he fix it? Lucas: He did. And while he was fixing it, I asked him how he got that top spot. He said it wasn't just reviews or photos — it was something that a lot of local service businesses overlook: the Services List on his Google Business Profile. Luna: Okay, I think I know what you're talking about. That's the section where you can add individual services and prices, right? But does Google actually use that for ranking? Lucas: That's exactly what we're going to dig into today. Pete's story is a perfect case study. He's a solo plumber in Denver, been in business about four years. He told me that for the first two years, he was barely showing up for anything except his business name searches. Then he spent an afternoon filling out his Services List — not just generic stuff like 'plumbing', but specific services like 'burst pipe repair', 'water heater emergency', 'sewer line inspection', each with a brief description and a price range. Luna: So he got granular. Did he see results? Lucas: Within six weeks, he told me his phone started ringing for those exact service terms. He went from maybe two or three emergency calls a week to ten or twelve. And his ranking in the local map pack for 'emergency plumber Denver' went from page two to the top three. Luna: That's a huge jump. But how much of that is actually the Services List versus other factors like reviews or proximity? Lucas: Great question. Proximity still matters — Google's local algorithm is fundamentally about relevance, distance, and prominence. But the Services List feeds directly into relevance. When someone searches 'burst pipe repair', Google looks at your business profile and tries to match that query to your categories, your description, your reviews, and your services. If your services list includes 'burst pipe repair' as a specific entry, you're signaling to Google that you are explicitly in that business. Luna: So it's almost like adding long-tail keywords directly into your profile, but in a structured way. Lucas: Exactly. And it's better than stuffing keywords into your business description, because Google's guidelines actually discourage that. The Services List is a dedicated field designed for that purpose. You're telling Google, 'Here are the exact things I do.' And Google trusts that signal more than just a random paragraph. Luna: But here's my concern — doesn't every plumber just list the same services? How do you stand out? Lucas: That's the trick. Pete didn't just list generic services. He added specific problem-based services. For example, instead of just 'drain cleaning', he listed 'slow kitchen drain', 'bathroom sink clog', 'shower drain backup' — all separate entries. And he included common emergency scenarios like 'frozen pipe thawing' and 'toilet overflow cleanup'. Luna: So he's matching the way people actually search. They're not typing 'drain cleaning services' — they're typing 'my sink is clogged' or 'toilet overflow emergency'. Lucas: Exactly. And the Services List lets you use natural language. Google's algorithm is smart enough to match those phrases. Pete also added prices — he put a range like '$150 to $350' for each service. Now, prices aren't a ranking factor per se, but they do increase click-through rates because potential customers see transparency and are more likely to call. Luna: Okay, so let's talk about the actual mechanics. How do you add a Services List? Because I think a lot of people don't even know it's there. Lucas: It's in your Google Business Profile dashboard. Under the 'Info' tab, there's a section called 'Services'. You can add services one by one. You can also choose from Google's predefined list or create your own custom services. Pete did a mix — he used Google's suggestions for the common ones and added his own custom entries for the niche stuff. Luna: Is there a limit? Like, can you list fifty services? Lucas: Google doesn't publish a hard limit, but I've heard from SEO experts that around twenty to thirty is a good range. You don't want to dilute your profile with too many services that aren't directly relevant. Stick to the services you actually offer and that people search for. Luna: So quality over quantity. But what about categories? The Services List is separate from the primary and secondary categories, right? Lucas: Right. Categories are broader — for Pete, his primary category is 'Plumber'. Secondary categories could be 'Water heater installation service' or 'Drainage service'. The Services List is more granular. Think of categories as the chapters and services as the subheadings. Luna: That makes sense. Now, does this strategy work for any local service business, or is it specific to plumbers or emergency services? Lucas: It works for any business that offers distinct services. Think of electricians, locksmiths, HVAC companies, landscapers, even pet groomers. A dog groomer could list services like 'full groom - small breed', 'nail trim only', 'de-shedding treatment'. Each one is a searchable term. Luna: But here's the thing — for emergency services like plumbers, the intent is super high. Someone searching at 11 p.m. needs help now. So the click-through rate is higher, which might boost rankings faster. For a non-urgent service, the impact might be slower. Lucas: That's a fair point. But even for non-urgent services, the Services List helps with relevance. If someone searches 'affordable dog grooming in Austin', and your profile has 'affordable dog grooming' as a service, you're more likely to appear. It's not a magic bullet, but it's a relatively easy optimization that most businesses ignore. Luna: So what's the one thing someone should do today after listening to this? Lucas: Log into your Google Business Profile. Go to the Services section. If you haven't filled it out, start adding your top ten services. Use the language your customers use. Be specific. Don't just say 'landscaping' — say 'lawn mowing', 'hedge trimming', 'leaf removal'. If you're a dentist, don't just say 'dentistry' — say 'teeth whitening', 'emergency tooth extraction', 'dental cleaning'. Luna: And what about businesses that have already filled out the Services List but haven't seen results? Lucas: Then it might be time to audit. Are you using generic terms? Are you missing services that match common search queries? Also check if your services are visible on your profile — sometimes Google doesn't display them if the list is too long or if the descriptions aren't filled out properly. And make sure your services are consistent with your categories and description. Luna: Let me play devil's advocate here. Could someone abuse this by listing services they don't really offer, just to rank for those terms? Lucas: You could, but it's a bad idea. Google's guidelines explicitly say that your profile should accurately represent your business. If you list a service you don't offer, you'll get calls you can't fulfill, which leads to bad reviews and a poor user experience. Plus, Google might penalize you if they detect inconsistency. So don't do it. Luna: Fair. I've also heard that Google sometimes automatically adds services based on your category or website content. Is that true? Lucas: Yes, Google can auto-generate services from your website or from other sources. But those auto-generated services are often too broad or not exactly what you want. So it's better to take control and manually add your own. That way, you're curating the list. Luna: Pete's story is great, but it's one data point. Are there any studies or broader data showing the impact of Services List on rankings? Lucas: There's not a ton of large-scale studies, but local SEO experts like Joy Hawkins and Mike Blumenthal have run tests. They found that businesses with a complete Services List rank better for specific service terms than those without. One test showed a 15 to 20 percent increase in impressions for service-related queries after filling out the list. Luna: That's solid. So it's not a silver bullet, but it's a high-impact, low-effort change. I love that. Lucas: Exactly. And it's something you can do in an afternoon. For Pete, that afternoon probably added tens of thousands of dollars in revenue. He told me his emergency calls alone went up by about 300 percent. And the best part is, he didn't have to pay for ads. Luna: Okay, so let's get practical. Walk me through the exact steps Pete took. Lucas: First, he brainstormed a list of services based on the most common phone calls he gets. He looked at his call history and his competitors' profiles. Then he went into his Google Business Profile, clicked on 'Info', and scrolled to 'Services'. He added each service, choosing from Google's suggestions when available, and creating custom ones when not. For each, he added a brief description — two or three sentences — and a price range. He made sure the services were organized in a logical order, with the most important ones first. Luna: Did he also add services through the Google Maps app? Or only desktop? Lucas: He used desktop because it's easier to manage. But you can do it on mobile too. The key is to save your changes and then check how it looks on the live profile. Sometimes services don't appear immediately, so give it a day or two. Luna: And what about updates? Should you update the list regularly? Lucas: Yes. If you add a new service, add it to the list. If you discontinue one, remove it. Keeping it current signals to Google that your profile is active, which can also help with rankings. Seasonal services are a good example — a landscaper might add 'snow removal' in winter and 'mulching' in spring. Luna: That's smart. One thing I've noticed is that some businesses use the Services List to highlight promotions or special offers. Is that allowed? Lucas: Technically, the Services List is for services, not promotions. But you can mention a promotion in the description. For example, 'Spring special: free inspection with any repair' is fine as long as it's accurate. Just don't overdo it. Luna: Got it. So we've focused on plumbing, but let's talk about another trade — say, an electrician. What might their Services List look like? Lucas: An electrician could list 'emergency electrical repair', 'ceiling fan installation', 'outlet replacement', 'wiring upgrade', 'panel upgrade', 'EV charger installation', 'home inspection'. Each of those is a search term people use. And for an electrician in a city with lots of EVs, 'EV charger installation' could be a goldmine. Luna: Right. And the specificity helps you stand out from electricians who just list 'electrical services'. Lucas: Exactly. That's the whole point. When you're a small business competing against larger companies with more reviews or a longer history, the Services List is one of the few areas where you can differentiate yourself with precision. Luna: I'm convinced. But I want to circle back to something you mentioned earlier — the balance between keyword optimization and user experience. How do you avoid making the list look spammy? Lucas: Keep it natural. Don't repeat the same keyword in multiple services. Use the language a customer would use. And don't stuff keywords into the description. For example, instead of writing 'burst pipe repair, burst pipe fix, emergency burst pipe plumber', just write 'burst pipe repair' once and describe what it involves. Google can understand synonyms and context. Luna: So one entry per service, but make sure the entry is descriptive. Lucas: Exactly. And if you have multiple locations, each location can have its own Services List tailored to that area. That's something Pete didn't do because he's a single location, but for multi-location businesses, it's a huge opportunity. Luna: Let's talk about the impact on Google Maps specifically. Does the Services List affect maps ranking differently than regular search? Lucas: The local map pack uses the same data as the business profile, so yes, it affects maps ranking. When someone searches on Google Maps for 'plumber near me', the algorithm considers your services. A complete Services List can help you appear in the map pack for those service terms. Luna: And what about voice search? With more people using Siri or Google Assistant, does the Services List help there? Lucas: Absolutely. Voice searches are often longer and more conversational — like 'find a plumber to fix a burst pipe'. If your Services List includes 'burst pipe repair', you're more likely to be the answer. It's a direct match to natural language queries. Luna: Alright, I think we've covered the essentials. Before we wrap up, I want to ask — what's the one mistake you see businesses make with the Services List? Lucas: The biggest mistake is not using it at all. I'd say maybe 60 percent of local service businesses have an empty Services List. The second biggest mistake is using only the default Google suggestions without customizing. Google's suggestions are a good starting point, but they're often too broad. You need to add your niche services. Luna: That's a great takeaway. So if you're listening and you own a local service business, go check your profile right now. It might be the easiest win you get this week. Lucas: Before we go, I want to mention something. If these marketing conversations have sparked an idea or a change you've actually made in your business, that's exactly why we do this show. We keep it ad-free and focused on practical tips. If you find value in that, the best way to support us is through buy me a coffee dot com slash fexingo. It's a small gesture that helps us keep going, and we appreciate it. Luna: Yeah, it really does make a difference. And we love hearing from listeners who've tried something we talked about. So if you tweak your Services List and see results, let us know. Lucas: Alright, let's get back to Pete. One more thing he told me — he now checks his Services List every quarter to see if any new services should be added. He also looks at his competitors' lists to stay ahead. That kind of ongoing attention is what turns an optimization into a lasting advantage. Luna: So it's not a one-and-done. It's part of your ongoing local SEO maintenance. That's a good habit. Lucas: Exactly. And for Pete, it's paid off. He's now the go-to plumber in his part of Denver for emergency calls. All because he took an afternoon to fill out a form. If that's not a high-leverage move, I don't know what is. Luna: Plus he fixed your sink. Lucas: He did. And it only cost me $250. Which, honestly, for a 11 p.m. emergency, felt like a bargain.