In Google’s own words, a Google Business Profile (formerly known as Google My Business) is more than just a business listing.
This free profile makes it easy for businesses to connect with customers across Google Search and Maps and is essential if you’re hoping to source new customers online.
For service-area businesses (SABs), gaining visibility among a local audience is crucial. These businesses often cover a specific geographic radius and offer targeted expertise to consumers who may be a considerable distance from the business’s actual location.
What is a Service-Area Business?
A service-area business (SAB) is defined as a business that provides services at the customer’s location, serves a wide area beyond the business’s immediate location, and doesn’t have a physical location for customers to visit. In simple terms, these businesses come to you, and because they have no storefront, they need to hide their address in online listings.
Some examples of SABs include:
Garage door contractors
Window cleaning companies
Locksmiths
Pest control professionals
Cleaning companies
As service-area businesses operate without a physical storefront, their online marketing, including how they appear in local search results, needs a more tailored approach.
Local Search: Different Game, Different Rules
Unlike brick-and-mortar businesses, SABs don’t rely on a central location to attract customers. This creates a different dynamic in local search. While traditional businesses benefit from “proximity,” SABs compete based on other factors like relevance and prominence.
Pro Tip: Reputation matters. Reviews and consistent online interactions are often more important for SABs because customers care more about how well the job gets done than how close your business is to them.
Defining Your Service Area in Google Business Profile
Google allows SABs to set a service area instead of a business location. This is key because it lets you specify the areas you serve, ensuring you rank in searches for those regions. Whether you offer services within a 20-mile or 100-mile radius, you can define your service area by cities, postal codes, or specific regions.
Here’s the catch—unlike traditional businesses that have an address tied to their profile, SABs need to leave the business location field blank.
Local Services Ads: Your Secret Weapon
Since SABs can’t show up on Google Maps with a pin, Local Services Ads (LSAs) can fill that gap. LSAs appear at the top of search results, giving your service-area business prime visibility. This can be a game-changer, especially in competitive markets.
According to Google, “Local Services Ads let you advertise your services and connect with local customers searching for the services you provide.” Plus, they’re tied directly to customer reviews, which makes them an even more powerful tool for building trust.
Ranking Beyond Your Immediate Area
While local SEO for SABs doesn’t rely on proximity as heavily as for traditional businesses, you can still rank for areas outside your immediate location. Reputation, relevance, and managing a strong Google Business Profile are key. Customers searching for services care more about results and satisfaction than the exact distance between them and your business.
Expert Insight: “If you’re booking a home visit from a pest control company, you’re much more interested in how many satisfied customers they’ve served, rather than how far they’ve traveled to get to you.”
By focusing on reputation and providing exceptional service, SABs can outrank competitors even in broader service areas.
The Power of Google Business Profile for Service-Area Businesses
Google’s changes to how service-area businesses set up their profiles have made it easier for them to shine in local search results. Whether you’re a locksmith in Dallas or a window cleaning company in Los Angeles, Google Business Profile gives you the tools to ensure you're visible to potential clients across your service area.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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