1. Why Google My Business Matters for Tradespeople

Before you roll up your sleeves, let’s get one thing straight: this isn’t some gimmick. When someone’s boiler bursts at 2 a.m., or their roof starts leaking in a storm, they’re often Googling solutions on the spot. Google My Business is your direct ticket to show up in those make-or-break moments. Here’s why:

• Local Pack Visibility: You’ve likely seen that little map listing with business names, addresses, and star ratings at the top of Google’s search results. That’s the Local Pack—and GMB data feeds it. Get yourself in there, and you’re halfway to dominating local search.
• Zero-Cost Marketing: Setting up a GMB listing doesn’t cost a penny. You can’t say the same for some other ads and directories.
• Trust and Credibility: People trust Google. If your listing has a solid rating, user-friendly info, and recent updates, you instantly look more credible.
• Fast Contact: GMB’s built-in features let clients call, get directions, or visit your website with a single click.

For any tradesperson who’s serious about booking more jobs, GMB is a no-brainer. And we’re about to show you how to make it work.

2. Setting Up Your Google My Business Profile: The Basics

If you haven’t already got a listing, start now:

1. Head to the Google Business Profile Website
   Go to Google Business Profile and sign in with your Google account (preferably one you use for your business).
2. Add Your Business Name and Address
   Be 100% accurate here. If you have “& Sons Plumbing” on your signage and “Sons Plumbing Limited” on your invoice, pick one and stay consistent.
3. Choose the Right Category
   This is critical—Google uses categories to figure out which searches to show you for. A plumber, for instance, should choose something like “Plumber,” “Emergency Plumber,” or “Plumbing Service” (depending on the exact options).
4. Verify Your Listing
   Google usually mails you a postcard with a code. This step ensures your business is legit and that no one else can hijack your listing.
5. Add Contact Details
   Include your phone number, website URL (if you have one), and business hours.

Doesn’t sound too bad, right? This is just the foundation. Next up: turning that foundation into a fortress.

3. Essential GMB Optimisation Tactics

3.1 Fill In All the Details

Once you’re verified, complete every section of your profile. Include:

• Service Areas: If you serve multiple locations, let people know.
• Services or Products: List them out, especially if you offer varied plumbing, electrical, or carpentry services.
• Business Hours: Keep them updated, especially around holidays.
• Photos: This is a big one. Show off your work van, team in uniform, or before-and-after shots of a successful job.

3.2 Use Keywords (But Don’t Overdo It)

You’ll get a little SEO boost by using relevant terms like “emergency plumber” or “roof repair specialist” in your business description, services, or photo captions. Just don’t go stuffing them everywhere—Google hates that, and so do customers.

3.3 Get Those Categories Right

Double-check you’re using primary and secondary categories effectively. For instance, if you’re a plumber who also handles heating, consider “Plumber” as your main category and “Heating Contractor” as a secondary one.

4. Nailing Local SEO with GMB

Local SEO is about showing Google you’re the most relevant, trustworthy option for people searching in your area. GMB is the front line of that battle.

• NAP Consistency: This stands for Name, Address, Phone number. Make sure everywhere online—your website, Yelp, local directories—matches your GMB info exactly.
• Local Citations: Tools like Moz Local or BrightLocal can help you find and clean up inconsistent listings in local directories (e.g., Yell, Thomson Local).
• Embed a Map on Your Website: Show a Google Map with your business location. It’s a small but helpful signal to Google.
• Location Pages: If you serve multiple towns, create separate pages on your site (e.g., “Plumber in Manchester,” “Plumber in Salford”) and link them from your GMB listing.

Done right, all these little steps add up to a monster local presence.

5. Leveraging Reviews and Q&A

5.1 Why Reviews Matter

Picture this: someone searches “emergency plumber near me.” They see two businesses:

• Plumber A with 2 reviews at 3 stars
• Plumber B with 30 reviews at 4.9 stars

Which do you think they’ll call? Reviews are social proof—they’re the modern-day version of word-of-mouth. Encourage happy clients to leave a review on GMB. You can even hand them a short link or include it on your invoices.

5.2 Responding to Reviews

Don’t just let reviews sit there. Reply to them, whether they’re glowing or a bit nasty. A thoughtful response shows you’re professional and care about customer feedback. Plus, Google favours businesses that engage with their audience.

5.3 Use the Q&A Section Wisely

Google lets customers ask questions on your GMB listing. Don’t leave them hanging! Answer quickly, offer helpful info, and if a question pops up repeatedly, consider writing a blog post about it on your website, then link to it. This builds both authority and trust.

6. Posts, Offers, and Insights: Supercharging Your Listing

6.1 Google Posts

“Wait, Google has posts?” Yep. They’re short updates you can put on your GMB profile—kind of like mini social media posts. You can announce:

• Seasonal deals (e.g., “10% off bathroom fittings this October”)
• Business updates (e.g., “Now offering Saturday call-outs!”)
• Fresh blog posts or YouTube videos

These posts appear on your GMB listing, keeping your profile fresh and engaging.

6.2 Offers

Got a special discount or a limited-time offer? Put it here! People love deals, and it’s another reason they might choose you over a competitor with no clear offer.

6.3 Insights

Inside GMB, there’s a treasure trove of data called “Insights.” It shows:

• How many people found you in search vs. maps
• What keywords they used
• Where they come from (approx. location)
• Actions they took (calls, website clicks, photo views)

This info helps you refine your strategy. If loads of people are finding you for “boiler repair in Leeds,” maybe you add more content about boiler repairs or push that service in your offers.

7. Common GMB Pitfalls (And How to Avoid Them)

Even the savviest tradesperson can slip up. Steer clear of these blunders:

1. Ignoring Profile Updates
   Info changes—maybe you switch phone numbers or add a new service area. If you forget to update GMB, you’ll lose clients who can’t reach you. Keep it current.
2. Spamming Your Business Name
   Using “Top-Rated Emergency Plumber in Sheffield—24/7 Service” as your GMB business name might seem like a shortcut, but Google could flag it. Use your real trading name.
3. Not Asking for Reviews
   People only leave reviews when they’re extremely happy or extremely ticked off—unless you ask. A polite request after a job can skyrocket your positive review count.
4. Inconsistent Photos
   Make sure your images actually reflect your business. A random stock photo of a plumber might look generic. Show your real van, real crew, real jobs.
5. Shoddy Customer Service
   Google can’t save you if you have awful customer reviews. Keep your standard of work high and make sure every job is done well enough that people can’t wait to recommend you.

8. Conclusion: Crush Local Search with GMB

At the end of the day, dominating local search isn’t about being the biggest company in town. It’s about making yourself visible to the people who are actively looking for a tradesperson today. Google My Business gives you a direct line to those customers—if you use it right.

Here’s a quick recap to help you stay on track:

• Set Up & Verify: Ensure your business details are accurate and consistent.
• Optimise: Fill out all available info, use relevant keywords, and select the right categories.
• Engage: Collect and respond to reviews, answer Q&As, and post updates regularly.
• Leverage Insights: Track what’s working, and double down on popular services and areas.
• Stay Active: This isn’t a “one and done” deal. Keep your profile fresh and relevant.

So, if you haven’t claimed your Google My Business listing yet, do it now. If you have one but never bothered to update it, change that today. By using GMB to its full potential, you’ll be the first name that pops up in a crisis. And when people can’t afford to wait, that’s exactly where you want to be.

Ready to transform your Google My Business listing into a lead-generating powerhouse? Reach out to SEO For The Trade today and let’s get your trades business the visibility it deserves!