Stephen Baker
July 28, 2025
If you’re a contractor, HVAC tech, plumber, or any kind of local home service business franchise, your Google Business Profile might be the most important piece of your marketing.
It’s often the first thing people see when they search, even before your website.
Most people don't even scroll past the GMB listings that show up first.
What does this mean for you?
Ranking in the top 3 means more calls for each franchise location, more leads, and more trust before a customer even clicks.
Think about it - what would an extra 10, 20, even 50 leads a month do for your franchisees?
I'm going to show you how to do all this
But first...
I want to you show you social proof that we've done this for other home service businesses:
This renovation contractor added an extra $311k to his business in 6 months and his business profile is always at the top of Google:
How Joe Made an Extra $311k in 6 Months With SEO - YouTube
You get the idea...
Most people think their business profile is just about reviews, posts, backlinks, etc..
They focus on one thing for a month and when they don't see any progress they stop
Getting your GMB to the first page is not about one thing - it's about multiple SEO variables working together to build your authority
I will tell you each factor that affects your rankings in this full tutorial and how to optimize each one so you can get to the first page
And just like you've seen above, this system works consistently with our clients - this isn't some tutorial I got chatgpt to make me
Some people think it's JUST about proximity and you can't show up unless you're a block away from the lead
This is simply not true
Your limiting beliefs and lack of action around SEO are what's keeping your GMB on the second page of Google, not external factors
Optimize these 6 factors, and I guarantee you, your business profile will show up on page 1
Google’s local algorithm considers six main factors when deciding who ranks at the top.
You don’t need to master everything at once, but understanding each piece gives you a clear edge.
Here are the core factors:
Google prioritizes businesses close to the searcher’s physical location:
You can’t change your address, but you can optimize your presence across nearby areas.
Add neighbouring cities or service areas in your Business Profile settings.
Mention multiple suburbs or franchisee locations in your site content and SEO service pages (will explain this later)
Encourage reviews from customers in different locations to help you show up across a wider area
Again, will talk about this later in the video but you want to make sure their reviews are descriptive and contain the city/area that the live in
Google needs to understand what your home service business offers so it can match your profile to the right searches.
Pick the most accurate primary category in your profile. Then add 2–4 supporting categories.
For example, take a painting franchise.
Your primary category might be "painting" and a sub-category might be lighting, gutter cleaning, etc.
Write a detailed business description that naturally includes key terms your ideal customer might search.
Create posts and pages using terms like “heat pump install Vancouver” or “emergency plumber Surrey” depending on your home service nice.
Stay consistent with your language across your website, Business Profile, and reviews.
Good website example:
Prominence is how visible and credible your business appears online.
Businesses with more mentions, links, and activity get rewarded.
What helps your prominence:
If you're picking a restaurant to go to near you, are you going to go to the one with 1,500 reviews with an average of 4.7 stars or the one with 15 5-star reviews?
A lot of home service franchises set up their profile and leave it untouched for months.
Google prefers profiles that look active and maintained.
Update your photos, hours, and services often.
Add weekly posts about projects, tips, FAQs, or seasonal updates.
Respond to every review and keep your profile looking alive.
The more people click, call, leave reviews, or view your photos, the better your profile performs.
This tells Google that your business is relevant and helpful.
To boost engagement:
People are happy to leave reviews when asked the right way.
Use the feedback-first method:
Make it easy by sending them a direct link to your review page and a sample review to model.
Use tools like Jobber to automate review requests after each job is marked complete.
Pro tip - make sure your customers put keywords and images (if possible) into their reviews just like the screenshot below:
When location and service keywords are in the review, your business profile will have a higher likelihood of showing up on page 1 when someone in that area looks for that service
Your Google Business Profile and your website support each other.
When your website ranks, it improves your profile’s credibility.
What helps:
Here is the hierarchy template we use to make sure every location and every service gets a dedicated a page:
Example of what your website hierarchy should look like:
Here’s what you can expect if you stay consistent:
One of our clients added over $138,000 in revenue in a year using this strategy.
No gimmicks. No shortcuts. Just local SEO done right.
How Stan Generated $138,000 From SEO (Full Case Study Walkthrough) - YouTube
Another example: Pro Works Painting - a national painting franchise here in Canada- look at the trend in their SEO:
We’ve helped over 100 home service businesses generate organic revenue through SEO.
If you’re too busy to do this yourself but want it implemented properly - we’ve got you.
You will get:
What does it take from your end?
This will only take 1-2 hours of your time to get us set up and we'll do the rest
This is a one-time payment, no retainers
And if your business profile isn't on the first page of Google by month 2, we'll give you a full refund
How long will this take?
We'll get everything set up in 14 days or less
Can't I just do it myself?
Yes that's what this whole blog is for
Book a call to get started or visit our site to learn more, the link is on our home page
Home Service SEO and Website Design
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