Seasonal Changes and Your Google Business Profile: Why Updating Categories Can Boost Your Business

Patrick McFadden

As seasons change, so do customer needs. Whether you run an HVAC company, landscaping business, or specialize in holiday decorations, keeping your Google Business Profile (GBP) updated with the right categories is key to staying visible and relevant during peak times. For service-based businesses, seasonal shifts are not just about adjusting operations—they’re also about aligning your online presence with what customers are searching for.

Why Google Business Profile Category Updates Matter

Google’s algorithms are designed to provide users with the most relevant results based on their search intent. Your primary category is the #1 local search ranking factor. It is critical to select the most accurate one for your business, especially as it determines which searches trigger your business listing. The clever part is that this primary category can be changed to adapt to seasonal trends in demand, which can work wonders for your business.

If a customer searches for “furnace repair” in the winter, they are unlikely to click on a business categorized as an “air conditioning contractor.” This is why updating your primary category is so important—it allows you to match customer intent and capture more leads during specific seasons.

By shifting your primary category to match seasonal demand, you not only increase your chances of appearing in Google's local 3-pack, Maps listings, and organic search results, but you also enhance your visibility and relevance year-round. This proactive approach ensures that your business stays competitive during peak demand periods. Conversely, failing to adjust your categories can reduce your visibility in search results when customer needs change. Tailoring your primary category to reflect seasonal services keeps your business in front of the right audience, exactly when they are searching for what you offer.

Examples of Seasonal Google Business Profile Category Changes

HVAC Companies: Many HVAC businesses thrive on seasonal work, focusing on air conditioning repair during the summer and heating services in the winter. Adjusting your primary category from "Air Conditioning Contractor" to "Heating Contractor" ensures that you capture the attention of customers searching for specific seasonal services.
Landscaping Businesses: In the warmer months, a landscaper might focus on “Landscaping Services.” However, as winter approaches, switching the primary category to “Snow Removal Service” can make it easier for customers to find your business when they’re in need of snow removal.
Holiday Lighting Contractors: For businesses that specialize in holiday decorations, changing categories from "Lighting Contractor" or "Landscape Lighting Designer" to "Christmas Store" during the holiday season helps attract those looking for Christmas light installation. This seasonal switch can result in more engagement and drive more business during peak times.

Google Business Profile Seasonal Changes Recap

Why Should I Update My Google Business Profile for Seasonal Changes?

Customers often search for services that match their immediate needs. As the seasons change, so do the services they look for. For example, in the winter, people are more likely to search for heating repair than air conditioning services. If your Google Business Profile (GBP) is not updated to reflect this, you might miss out on potential leads. By shifting your primary category from “Air Conditioning Contractor” to “Heating Contractor” during the colder months, you increase your chances of appearing in relevant local searches.

Will Updating My Categories Really Make a Difference?

Yes, it can. Google’s algorithm ranks your business based on how relevant it is to the searcher's query. If your category is outdated or doesn’t match what your business is offering at the moment, you’re less likely to show up in search results. This is particularly important for service-based businesses like HVAC companies or landscapers who experience high demand during certain seasons.

How Do I Know When to Update My Profile?

The best time to update your profile is right before your peak season begins. For example, HVAC companies should switch to “Heating Contractor” in the fall, ahead of winter’s increased demand for furnace repairs. Landscaping businesses might switch from “Landscaping” in the summer to “Snow Plow Removal” as soon as the first frost hits. Planning ahead ensures that your business is visible when it matters most.

What Happens If I Don’t Update My Profile?

If you don’t keep your categories up to date, you risk missing out on relevant local searches. This not only limits your visibility but can also cause potential customers to choose competitors who have taken the time to ensure their Google Business Profile matches seasonal customer needs. An outdated profile may signal to customers that your business is not actively engaged.

What Other Seasonal Updates Should I Make?

While updating your category is critical, don’t stop there. Customers also care about your business hours and your website link for learning more about those specific services. Updating these details keeps your profile relevant and helps avoid frustrating potential customers.

Keep Your Google Business Profile Aligned with Customer Needs

Making sure your Google Business Profile reflects the services you are promoting at any given time not only helps boost your visibility in local searches but also increases the chances of customer engagement. When potential clients see that your business offers exactly what they need for the season, they are more likely to click through to your website, call your business, or visit your location.

In conclusion, keeping your GBP categories aligned with the changing seasons is a smart, proactive strategy to stay competitive in your market. An optimized profile means your business is positioned to attract more customers during peak seasons and maintain its relevance year-round.

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The Ultimate Guide to Facebook Advertising for Mental Health Agencies

By Patrick McFadden • December 11, 2024

Facebook advertising can be a powerful tool for mental health agencies seeking to connect with individuals in need of their services. However, creating effective campaigns in this sensitive field requires a unique blend of strategy, compliance, and empathy. This guide is designed to help mental health agency CEOs and owners navigate the complexities of Facebook advertising, offering a detailed roadmap to building successful campaigns.

The Future of Search: How Service-Based Businesses Can Prepare for 2025

By Patrick McFadden • December 6, 2024

The search landscape is undergoing significant changes, and service-based businesses—like commercial cleaning companies, electricians, remodelers, and repair services—are feeling the impact. Google is prioritizing paid placements, while AI tools like ChatGPT are changing how consumers find and choose providers. These shifts are creating challenges for businesses relying on traditional search strategies, but they also present new opportunities for those willing to adapt. Here’s what’s happening and how to prepare for what’s coming in 2025. What’s Changing in Search Google’s Prioritization of Paid Ads Local Service Ads (LSAs): These are now dominating the top of search results, especially for service industries like cleaning, electricians, and remodelers. LSAs prioritize businesses based on proximity, reviews, and ad spend, making organic rankings less impactful. Ads in the Map Pack: Google is integrating paid ads directly into the local map pack, further reducing visibility for organic listings. Generative AI in Search Results: AI-powered summaries often highlight paid advertisers and well-optimized businesses, leaving little space for organic results. Impact on Service-Based Businesses: Companies relying solely on organic rankings are seeing fewer inquiries. Increased competition in paid ads is driving up costs, making it harder for smaller businesses to compete. The Rise of AI Tools Like ChatGPT AI platforms are becoming a go-to resource for consumers researching services. These tools prioritize brand reputation and authority over traditional SEO factors like keywords and proximity. Impact on Service-Based Businesses: Businesses with a strong reputation and recognizable brand are more likely to be recommended by AI platforms. Those relying only on Google’s keyword-based ranking systems may struggle to stay visible. How Service Businesses Can Prepare for 2025 1. Invest in Targeted Advertising Paid advertising is a short-term solution to maintain visibility in an increasingly competitive online space. Here’s how different service businesses can use ads effectively: Commercial Cleaning Companies: Use Local Service Ads to target office managers and facility owners in your service area. Focus on Google Ads for terms like "daily office cleaning" or "floor waxing services near me." Electricians (Residential and Commercial): Promote emergency services through PPC campaigns targeting "24-hour electrician near me." Use LSAs to target high-intent customers for specific services like rewiring or panel upgrades. Remodelers: Target kitchen and bathroom renovation keywords in your local area through PPC. Highlight high-ticket services like custom home additions or luxury remodels. Installation/Repair Companies: Run ads promoting seasonal services (e.g., HVAC repairs in winter, appliance installation for holidays). Takeaway: Small investments in LSAs and PPC ensure your business stays visible while preparing for longer-term solutions. 2. Build a Brand That Works Across Google and AI Branding is critical for service-based businesses looking to reduce dependency on paid ads and thrive in the evolving search ecosystem. When customers recognize your business name, they’ll search for you directly, bypassing the competition. Here’s how to build a strong brand: Showcase Expertise Through Educational Content Create e-books or downloadable guides like: "5 Questions to Ask Before Hiring a Commercial Cleaning Company." "The Ultimate Guide to Choosing the Right Electrician for Your Business." "10 Signs You Need a Bathroom Remodel." Post blogs or social media content addressing common customer questions. Leverage Video Content For commercial cleaning: Show before-and-after videos of deep cleaning projects. For electricians: Film a walkthrough of an electrical upgrade explaining the process. For remodelers: Highlight completed projects with a virtual home tour. For installation/repair companies: Create tutorials or maintenance tips to build trust. Encourage Reviews and Referrals Launch referral programs offering discounts for successful recommendations. Ask satisfied customers to leave detailed reviews on Google and other platforms. Engage in Community Activities Sponsor local events or participate in trade shows to increase visibility. Partner with complementary businesses (e.g., real estate agents, interior designers) to expand your reach. Takeaway: A strong brand ensures your business ranks well in AI searches while also attracting direct inquiries. 3. Diversify Lead Generation Channels While Google remains a key player, diversifying how you generate leads reduces your dependency on any single platform. Here’s how service-based businesses can diversify effectively: Social Media Presence Use Facebook and Instagram to run targeted ads featuring testimonials and completed projects. Post short-form content on TikTok or YouTube Shorts to engage a broader audience. Email Marketing Send newsletters highlighting special promotions, seasonal services, or recent successes. Optimize Alternative Platforms Ensure your business is well-represented on Yelp, Angie’s List, and other industry-specific directories. Takeaway: A multi-channel strategy protects your business from over-reliance on Google’s changing algorithms.

The Right Way to Optimize Your Title Tags: How to Maximize Local SEO Rankings

By Patrick McFadden • December 5, 2024

When it comes to local SEO, optimizing your title tag is one of the most impactful strategies for improving your rankings in Google. But here's the kicker – not everyone is getting it right. The common myth is that title tags should be kept short, simple, and to the point. But there's more to it than just keyword stuffing or hitting a "character limit." Let's break down why title tag optimization is crucial and how to make sure you're doing it right. Why Title Tags Matter for Local SEO A title tag is a key element in determining how well your site ranks in local search results. It appears at the top of your page and in the search results, making it one of the first things people (and search engines) see when they visit your site. The Mistake People Make Many businesses either don’t optimize their title tags at all or use generic terms that won’t help them rank. For example, a title tag like "Home" or just the business name isn’t going to do much to help your SEO. It's essential to strategically craft your title tags with the right keywords and location for maximum impact. Step 1: Use Keywords Wisely Start by identifying the most important keywords for your business. These should align with what people are searching for when looking for services you provide. For a Richmond, VA plumber, for example, “plumber Richmond VA” or “emergency plumbing Richmond VA” are great keywords. Make sure to include these in your title tag but avoid overstuffing it. Pro Tip: Use Google My Business (GMB) categories as a starting point. Your business category is likely already a keyword that can be incorporated into your title tag. Step 2: Add Locations to Target Local SEO thrives on location-specific keywords. Including the city or neighborhood in your title tag is key. For example, "Jim’s Electrical Services in Richmond, VA – Trustworthy Electrical Services" would be a great title tag to rank for services in the area. Pro Tip: Don’t limit yourself to just the primary city; include surrounding areas or neighborhoods where your business operates. It can broaden your reach and increase your chances of ranking for multiple local searches. Step 3: Make It Click-Worthy A title tag is more than just a ranking factor – it’s also a sales pitch. If your title doesn’t stand out, users will scroll right past it in the search results. Add an element that makes your title tag enticing and unique. Phrases like "trusted," "reliable," or "same-day service" can make a big difference. Pro Tip: Make sure the first part of your title tag includes the most important keyword and location, but reserve the end for something catchy that will encourage users to click. Step 4: Don’t Stress About the Length There’s no hard-and-fast rule for how long a title tag should be. The common misconception is that title tags need to fit within a 50-60 character limit. While Google does truncate title tags if they’re too long, don’t worry about maximizing your space – use as much as you need to properly optimize it. Here are the facts: 2022 research by Zippy shows that Google rewrites about 60% of the title tags in its SERPs. In 2021, Google’s John Mueller confirmed that the original title is still used for rankings even when it gets rewritten in the SERPs. Pro Tip: Use the ellipsis (three dots) to your advantage. Keywords and location information can go beyond what’s visible in the search results, still contributing to your rankings without affecting the display in search results. Come up with a compelling, click-worthy H1 that Google can use in the SERPs instead of your original keyword-stuffed title tag. Step 5: Don’t Overload with Brand Names This one’s a little controversial. For well-known brands, including the brand name in the title tag is a no-brainer. But for local businesses with less recognition, it’s often better to focus more on what the customer is searching for – not your brand. Pro Tip: If your brand name isn’t widely recognized or searched, skip it. Instead, focus on the keywords that will bring in traffic and increase your visibility in local search results. Final Thoughts: Optimizing Title Tags for Local SEO Success Optimizing your title tags is one of the simplest yet most effective ways to improve your local SEO rankings. By incorporating high-value keywords, targeting localities, and creating catchy titles that attract clicks, you’re giving your website the best chance to stand out in local search results. So, take the time to craft compelling title tags, and you’ll start seeing an improvement in both rankings and click-through rates. Remember, when it comes to title tags, it’s not just about fitting within a set character limit or inserting a keyword – it’s about crafting a title that’s optimized for search and enticing for the user. Stay focused on the key elements, including keywords, location, and user engagement, and you’ll be well on your way to dominating local search results.