Google Business Profile Optimization: What's Working Now, January 2026 Edition
If you manage a local service business, here are three GBP tweaks that moved rankings in Q4 2025 tests.
Background:
I’ve been reviewing dozens of GBPs starting around November of last year as I prepare Local SEO audits for clients and prospects. Sectors include landscape, irrigation, pool contractors, insurance agents, automotive, plumbing, and solar. I’m seeing some pretty interesting results from elements some would consider minor or even “inconsequential.”
Big Winner: Secondary Category Mix
Buried in a Local Falcon grid analysis, this gem has worked wonders for my pool and landscaping clients. It would appear that Google uses the combination of primary and secondary categories as a signal of a “well-rounded” business, meaning they are equipped to handle long-tail service searches.
Interestingly, the overall rankings improve very quickly as well when a carefully-curated set of secondary business categories is added.
Scrappy Because: It can be done in less than an hour per business and makes an impact.
Jury’s Still Out: Service Descriptions
After the big bump from secondary categories, we added keyword-rich descriptions to the individual service listing on GBP profiles. In some, we included specific location/suburb keywords. My hypothesis is that it will have a similar effect as the secondary categories, but I’ve been wrong before. We’ll see.
Scrappy Because: Another quick win that can be implemented with minimal effort. Even if it doesn’t significantly impact rankings, it’s a good way to connect your services with customer needs.
An Old Standby: Those Pesky NAP Issues
Another impactful factor that surprises me how often it gets missed: Correcting the NAP errors. GBP optimization has a lot to do with trust. And if Google doesn’t even trust its own data because it conflicts with what Yelp or Apple provides, they’re just not going to risk it. Is it a pain in the ass dealing directly with these directories? Absolutely. Is it worth it? Resounding yes. Keep a running tab on the citations you’re trying to fix and stay at it.
Scrappy Because: It’s easy to forget or get frustrated but maybe that’s why so many businesses overlook this simple exercise. Set reminders and be relentless.
What we’re testing next: Posts vs Offers vs Events
We know regular posting is recommended, but is also discounted as a ranking factor. What’s working? How often? What about offers vs regular posts? We’re testing lots of content types to see what gets traction and what doesn’t. Check back soon.
