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Google My Business is now called Google Business Profile. To describe your services in the profile, use an accurate business category, a clear description, and the services you actually offer. There is no general SEO keyword field that makes a business rank for a list of phrases.
The goal is to help a potential customer understand whether you can help them. Do not add search terms to your business name unless those words are part of the real-world name.
Where relevant terms belong
| Profile field | Useful approach | Avoid |
|---|---|---|
| Business name | Your actual, consistently used name | Extra city names, slogans, and service keywords |
| Category | The available category that best describes the business | Categories selected only to target searches |
| Description | A factual explanation of what you offer and whom you serve | Keyword lists, links, and unsupported claims |
| Services | Specific services customers can obtain from you | Services or locations you do not provide |
| Labels | Internal organization of profiles | Treating management labels as public SEO tags |
Swipe the table to see all columns.
Google’s business representation guidelines explain name and category requirements. Keep real business information at the center of the update.
1. Research how customers describe the service
Start with questions from calls, emails, and service enquiries. A customer may search for “laptop repair” while your internal service list says “endpoint maintenance.” Use accurate language that bridges that gap without claiming a service you do not offer.
In BrandWell, open Visibility > Keywords > Research, choose the relevant market, and investigate those phrases. Search volume is a research estimate, not a forecast of local leads. Keep a shortlist that matches your actual service area and capabilities.
2. Edit the description
Open your Business Profile, choose Edit profile, and edit the description. Review and save the change. Google’s description instructions cover the current flow.
A useful draft answers three questions: What do you do? Who do you help? What should a customer know before contacting you?
Example: “We provide managed IT support for small businesses in Phoenix, including device setup, help-desk support, and network maintenance. Our team helps offices plan onboarding and resolve day-to-day technology issues.”
This is an illustrative description, not a claim about an actual company. Replace every detail with your own verified information. Under Google’s profile-editing guidance, descriptions are limited to 750 characters and should not contain URLs or HTML.
3. Review services, categories, and factual details
Where available for your business type, review the services editor and add truthful service names and descriptions. Available fields can differ. Choose categories that describe the business itself, then confirm opening hours, phone number, website, address or service area, and appointment details.
Do not rename the business “Best IT Support Phoenix Near Me” for search exposure. Do not add a location you do not genuinely serve. Correct information helps customers make a decision and reduces avoidable enquiries.
4. Support the profile with the right website page
Send visitors to a relevant page that explains your service, area, process, and next step. If you have several real locations, give each page useful local details rather than copying the same text and changing only the city.
Use RankWell > Articles > Plan before you write > Check opportunity to turn common local questions into a reviewed content brief. Add your own service details and evidence before publishing. BrandWell supports research and content preparation; this does not mean it automatically edits your Google Business Profile.
5. Request honest reviews without incentives
Ask customers for feedback about their real experience. Do not offer discounts, gifts, or prize entries for a Google review, even when the reward does not require a positive rating. Do not selectively invite only happy customers. Google’s review guidance is the reference for this process.
Respond professionally and avoid exposing customer details. Do not write reviews for customers or prescribe the keywords they must include.
How to measure the changes
Record what changed and when. Review Business Profile performance alongside website enquiries and Search Console data for the linked landing page. Keep local visibility, website clicks, and actual leads separate.
A profile can appear differently depending on the searcher’s location and query. Relevance, distance, and prominence influence local results; adding a phrase does not guarantee placement.
Common questions
Do labels improve rankings?
Use labels to organize profiles, not as a substitute for accurate public information. A management label is not a public keyword targeting field.
Should I repeat “near me” in the description?
Explain your real service area naturally. Repeated “near me” phrases do not make the description more useful.
For the broader website and local-search checklist, read our local SEO guide.
Reviewed and updated October 2, 2026.
Written by
Julia McCoy has contributed articles to BrandWell on content marketing, writing, and search engine optimization. This archive retains her original bylines; individual articles may be updated by the BrandWell editorial team.
