To add services to your Google Business Profile, open your profile, choose Edit services, pick the services Google suggests for your category or add your own custom ones, and save. To add products, open your profile, choose Edit products, fill out the form for each item and click Publish.
That takes about ten minutes. Doing it well takes a little more thought, and it is one of the cheapest ways I know to help Google, and the people searching it, understand exactly what you do.
Why do services and products on my profile matter?
They tell Google and customers what you actually sell, in plain words, right on the profile people see before they ever visit your website. Google says businesses with complete and accurate info are more likely to show up in local search results, and it describes relevance as how well a profile matches what someone is searching for.
A plumber whose profile lists water heater replacement, drain cleaning and sump pump installation gives Google far more to match than one that just says plumber. The same goes for a bakery listing its sourdough loaves and custom cakes, or a frame shop listing shadow boxes and conservation framing. It also answers the customer's first question, do you do this, before they have to call.
How do I add services to my Google Business Profile?
Open your profile, choose Edit services, select what applies and save. Google walks through this in its help article on managing services on your Business Profile.
- Sign in to the Google account that manages your profile and open your Business Profile (searching your business name on Google while signed in works).
- Choose Edit services.
- Tick the suggested services that match what you really do. Google suggests options based on your business type.
- If something is missing, choose Add more services, then Add custom service and type it in.
- Click a service to add details such as a price or a short description, then save.
If you offer work in more than one category, Google lets you group services under each business category, so a landscaper could keep hardscaping services separate from lawn care.
What should I write for each service?
Name each service the way a customer would say it, and use the description to answer the questions you get on the phone. Keep names clean: Google says custom services that break its rules are automatically rejected, and it lists profanity, gibberish, personal information, prices and phone numbers as things to leave out of custom service names.
A few habits that work well:
- Be specific. Brake pad replacement beats auto repair. Deep tissue massage beats massage.
- Describe the job, not the hype. Who it is for, what is included, how long it usually takes, and whether you come to them.
- Only list what you do now. If you stopped doing gutter installs last year, take it off so nobody calls expecting it.
- Add a price only if it is honest. If prices vary, a starting price or no price beats a number you will not stand behind.
How do I add products to my Google Business Profile?
Open your profile, choose Edit products, fill out the form and click Publish. Google covers this in its product editor help article, which also explains who the product editor is meant for.
- Sign in and open your Business Profile.
- Click Edit products.
- Fill out the form Google shows you. Use the name a shopper would search for and add the details they would want before driving over.
- Click Publish. To change or remove a product later, open Edit products, click the item, and edit or delete it.
The product editor is aimed at local stores selling physical goods, especially ones without an online store, without barcodes on their products, or without live stock data. Google points other businesses elsewhere: restaurants use the menu editor, service providers use the services editor, and stores with barcoded products can connect inventory through a point-of-sale system instead.
One caution: Google says products must follow its shopping ads policy, and that violations can lead to removal of all the products you uploaded. If you sell anything in a restricted category, check that policy before you post.
Why can't I see the services or products option?
Usually it comes down to your business category. Google says in its guide to managing your business category that your category decides which profile features appear, and its services article says to check your category if the option is missing.
Before you change anything, make sure your primary category is the most specific one that truly describes you, such as nail salon rather than salon. Add only a few extra categories for real parts of your business. Google also notes that editing categories may trigger re-verification, so do it on a day you can respond if Google asks for more information. If your profile is not showing up at all, start with why a business might not be showing on Google Maps before fine-tuning services.
Should my website match what I list on Google?
Yes. Your profile and your website should describe the same services in the same words, so customers and Google see one consistent story. If your profile lists dog grooming, mobile grooming and nail trims, your website should have clear sections or pages for those same things.
Google's guidelines for representing your business also say your description should give useful information on the services and products you offer, without links or promotional pricing. If you serve several towns, a well-built page per area helps too; I wrote about what a service-area page should include. And if your site does not list services clearly at all, that is often the bigger fix, which is where a simple, well-structured website earns its keep.
A 15-minute plan for this week
- Write down the ten services or products that bring in most of your revenue.
- Open Edit services or Edit products and make sure each one is listed, named the way a customer would say it.
- Add a one or two sentence description to your top five.
- Delete anything you no longer offer.
- Check your website lists the same items, and note any that are missing.
- Set a reminder to review the list each season, when your offerings or prices change.
If you want a quick read on where your profile and website stand overall, our free local business growth scorecard is a good starting point. And if you would rather hand the whole thing off, keeping your profile complete and in sync with your site is part of our local SEO work for Charlottesville-area businesses, so you can get back to the work you are actually good at.
Common questions
Will adding services help my business rank higher on Google?
No one can promise that. Google says complete, accurate information makes a profile more likely to show up in local results and that relevance is part of how results are chosen, so listing what you really do gives you a better chance of matching the right searches. Distance and prominence matter too.
Can I put prices on my Google Business Profile services?
Yes, you can add a price in a service's details. Do not put prices, or phone numbers, in the service name itself, because Google says custom service names with those can be rejected. Keep prices out of your business description too.
Do I need a Merchant Center account to list products?
Google describes the product editor as a way for local stores to add items straight from their Business Profile. If a Merchant Center account is already linked to your profile, Google says Edit products may send you there to manage them instead.
Not sure where to start, or want a second set of eyes on your profile? Book a free 15-minute call and I will look at it with you.