The Core Insight
We see contractors spending $400/month on vague "SEO packages" while their GBP listing has outdated hours, zero photos from the last two years, and reviews from 2019 that never got responses.
That's backwards. The Map Pack is where the action is. Here's what actually matters.
What Google Business Profile Actually Is
Google Business Profile (formerly "Google My Business") is the free listing that appears in three places:
The Map Pack
Those 3 listings with a map in local search results. Prime real estate.
Google Maps
When someone opens Maps and searches for a service near them.
Knowledge Panel
The sidebar info box when someone searches your exact business name.
What Your Profile Contains
Your GBP listing has several components, and they don't all require the same level of attention. Some you set once and forget. Others need regular updates.
| Element | What It Is | Update Frequency |
|---|---|---|
| Business Name | Your official business name | Set once |
| Service Area | Where you operate | Set once (update if you expand) |
| Categories & Services | What type of work you do | Optimize once, tweak occasionally |
| Description | 750-character summary | Write once, refine as needed |
| Photos | Work examples, team, equipment | Monthly updates recommended |
| Posts | Updates, promos, news | Weekly (they expire after 7 days) |
| Reviews | Customer feedback | Respond within 24-48 hours |
| Q&A | Public questions from searchers | Monitor regularly (anyone can answer) |
The Q&A Trap
What Actually Moves the Needle
Not everything matters equally. Based on what we've seen work, here's where to focus your energy:
High Impact
- •Fresh reviews with responses — Shows you're active and care about customers
- •Accurate categories and services — Helps Google match you to the right searches
- •Recent photos of your work — Builds trust and shows you're actively working
- •Complete profile — All fields filled out, no blanks
Lower Priority (But Still Worth Doing)
- •GBP Posts — Nice for engagement, but they expire quickly
- •Attributes — Veteran-owned, woman-owned, etc.
- •Products/Menu section — Useful for some businesses, less so for contractors
The Ongoing Work
Setting up your profile is straightforward. Keeping it active is where most contractors fall behind. Here's what "active" looks like:
GBP Posts
Short updates (150-300 words) that appear on your listing. They expire after 7 days, so consistency matters more than perfection.
Review Responses
Responding to reviews—positive and negative—signals to Google that you're an active, engaged business.
Q&A Monitoring
Check periodically for new questions. Answer them before someone else does.
Photo Updates
Fresh photos of recent work show you're active. Stale photos from 2019 don't inspire confidence.
The Negative Review Problem
Different Businesses, Different Needs
What makes sense for a solo electrician is different from what makes sense for a team of five. Here's what we've observed:
Solo Operator
1 person- •You know every customer by name — Responding to reviews personally feels natural
- •You're on job sites all day — Taking photos is the last thing on your mind
- •Marketing falls to the bottom of the list — Posts don't get written
Small Team
2-5 people- •May have someone for "office stuff" — Spouse, office manager, etc.
- •More capacity for photos — Someone's not always on a job site
- •Want oversight on anything sensitive — Reviews, especially negative ones
Larger Organization
5+ employees- •Should have someone handling this — If you don't, you're leaving opportunity on the table
- •May benefit from a one-time optimization — Then internal handoff
We've Done the Research
The Bottom Line
Your Google Business Profile matters—often more than your website for local search. But keeping it active takes consistent effort: responding to reviews, adding photos, posting updates, monitoring questions.
It's not complicated work, but it is ongoing work. And for most contractors, "ongoing marketing tasks" are the first thing to fall off the list when jobs get busy.
That's where we come in. We offer GBP setup and ongoing management at a straightforward price—no mystery fees, no vague "SEO packages." You focus on the work. We keep your online presence working for you.