Look, I’ll be honest with you – Google My Business has changed dramatically over the past year, and if you’re still doing things the way you did them in 2023, you’re probably wondering why your phone isn’t ringing as much as it used to.
I’ve been working with service area businesses across Colorado and beyond for years now, and 2025 has brought some of the biggest shifts I’ve ever seen in local search. The good news? Once you understand what’s actually working now, you can dominate your local market in ways that weren’t even possible before.
Let me walk you through what’s really moving the needle for service area businesses in 2025, and more importantly, what you can do about it starting today.
The AI Revolution Has Changed Everything (And I Mean Everything)
Google’s artificial intelligence isn’t just some fancy tech buzzword anymore – it’s literally rewriting how local search works. Google’s Search Generative Experience now provides conversational, context-aware results that understand what people actually want, not just what they type.
Here’s what this means for your plumbing, HVAC, landscaping, or cleaning business: relevance now matters as much as proximity. If someone searches “emergency plumber open now,” Google’s AI will surface businesses that match on availability, services, and reputation – even if another plumber is technically closer.
Isaw this firsthand with a Colorado Springs HVAC client. They weren’t the closest to a customer who searched “furnace repair Saturday morning,” but because their Google My Business profile clearly showed weekend availability, recent positive reviews mentioning Saturday service, and photos of recent furnace work, they got the call over three closer competitors.
What You Need to Do Right Now
Your Google My Business profile needs to be super detailed and current. I’m talking about:
- Updating your hours weekly (yes, weekly) including any seasonal changes
- Adding specific service descriptions that use natural language people actually speak
- Posting regular updates about your availability and current projects
- Responding to every review within 24 hours to show you’re actively engaged
Rich Media Is Your Secret Weapon
Google’s AI now prioritizes profiles with rich, active content. Think about it – if you’re choosing between two contractors and one has recent photos of completed jobs, regular updates, and active customer engagement while the other has three blurry photos from 2022, who are you calling?
The businesses crushing it in 2025 are treating their Google My Business profile like a living, breathing showcase of their work. One of my clients, a landscaping company, uploads before-and-after photos from every single job. Their profile gets more engagement than some businesses get on their websites.
Your Rich Media Game Plan
Here’s what works right now:
- Weekly photo uploads: Show completed projects, your team in action, before-and-after shots
- Google Posts twice per week: Share tips, showcase recent work, announce availability
- Customer-generated content: Encourage clients to upload photos from their locations
- Video content: Short clips of work in progress perform incredibly well
Pro tip: Use the full 750-character limit in your service descriptions. Google’s AI reads every word and uses it to understand exactly what you do and where you do it.
Community Engagement Beats Traditional SEO
This is probably the biggest shift I’ve seen in 2025. Google has moved away from rewarding businesses just for having lots of backlinks. Instead, they’re looking for genuine community involvement and local connections.
I’ve watched businesses shoot up in rankings not because they hired an expensive link-building service, but because they started sponsoring little league teams, partnering with local nonprofits, and getting mentioned in community Facebook groups.
One of my clients, a cleaning service, started offering free cleanings for local animal shelters. The local news picked it up, they got mentioned on several community Facebook pages, and their Google My Business profile started showing up for searches all across their service area. That’s the kind of authentic community presence Google rewards now.
Building Real Community Connections
- Sponsor local events or youth sports teams
- Partner with complementary local businesses for referrals
- Participate in community Facebook groups (genuinely, not just to sell)
- Offer services to local nonprofits or community organizations
- Get involved in local business associations
Category Selection: The Foundation That Most People Mess Up
With over 4,000 Google Business Profile categories available as of 2025, choosing the right ones is a huge deal – and sometimes super confusing. Isee businesses either picking categories that are too broad or missing out on specific categories that could help them dominate niche searches.
Here’s the strategy that works: one primary category that perfectly describes your main service, then up to nine secondary categories that cover your other offerings. But here’s the key – research what your successful competitors are using.
Ihelped an electrician in Colorado Springs who was using “Electrician” as his primary category but missing “Electrical Repair Service” and “Emergency Electrical Service” as secondaries. Adding those two categories alone increased his visibility for emergency calls by 40% within two months.
Your Category Selection Process
- Start with one primary category that best describes your core service
- Research your top 5 local competitors’ categories using tools like GMB Spy or just careful observation
- Add secondary categories that match your actual services (don’t get creative here)
- Test and monitor – you can change categories and see how it affects your visibility
- Align your categories with your website content and service descriptions
The Review Game Has Evolved
Everyone knows reviews matter, but the strategy around reviews has completely changed in 2025. It’s not just about quantity anymore – Google’s AI is analyzing review content, response quality, and even the reviewer’s credibility.
I’ve seen businesses with fewer total reviews outrank competitors with more reviews because their reviews mentioned specific services, locations within their service area, and detailed experiences. Google’s AI understands that a review saying “Mike fixed our water heater in Fountain on a Sunday morning and explained everything clearly” is worth more than ten reviews that just say “great service.”
The Modern Review Strategy
- Quality over quantity: Focus on getting detailed, specific reviews
- Ask strategically: Request reviews right after completing excellent work
- Respond meaningfully: Your responses should add value, not just say “thanks”
- Address negative reviews professionally: Show how you solve problems
- Encourage location mentions: Happy customers should mention where you provided service
Pro tip: When asking for reviews, give customers a reason to mention specifics. Instead of “please leave us a review,” try “if you were happy with how quickly we resolved your heating issue, we’d love if you could share that experience online.”
Service Area Optimization: Beyond Just Drawing Circles
Google’s understanding of service areas has become incredibly sophisticated. They’re not just looking at the areas you’ve marked on your profile – they’re analyzing where your customers actually are, where you get reviews from, and where your website content suggests you work.
This means your service area optimization needs to be consistent across everything. Your Google My Business service areas should match the locations mentioned on your website, in your reviews, and in your regular posts.
Iworked with a pest control company that was struggling to show up in searches for Manitou Springs, even though it was in their service area. We discovered they had never mentioned Manitou Springs on their website, never posted about jobs there, and had no reviews from customers in that area. Once we created content around their Manitou Springs services and encouraged satisfied customers there to leave reviews, their visibility in that area improved dramatically.
Service Area Best Practices for 2025
- Create location-specific content on your website for each service area
- Post regularly about work you’re doing in different parts of your service territory
- Encourage reviews from customers across your entire service area
- Use location-specific keywords naturally in your posts and updates
- Make sure your service areas are realistic – don’t claim areas you rarely serve
Common Problems I See Service Area Businesses Making
Problem #1: Set It and Forget It Mentality
Ican’t tell you how many businesses Italk to who set up their Google My Business profile two years ago and haven’t touched it since. In 2025, that’s like having a website that never gets updated – it’s actually hurting you.
The fix: Treat your Google My Business profile like a living marketing tool. Set aside 30 minutes every week to add photos, post updates, and check for new reviews.
Problem #2: Inconsistent Information Across Platforms
Google cross-references your business information across the web. If your hours are different on your website than on your Google profile, or if your service areas don’t match what you claim on social media, it confuses Google’s AI and hurts your rankings.
The fix: Do a complete audit of your business information across all platforms. Your website, Google My Business, Facebook, Yelp, and anywhere else you’re listed should all tell the same story.
Problem #3: Generic, Boring Content
Posting “We provide quality service” or sharing generic stock photos isn’t just useless – it’s actively hurting you. Google’s AI can tell the difference between authentic, specific content and generic fluff.
The fix: Get specific. Instead of “quality plumbing service,” post “just replaced a 40-year-old water heater in Old Colorado City – here’s what we found and how we solved it.” Show real work, real problems, and real solutions.
What’s Working Right Now: Real Examples
Let me share some specific tactics that are moving the needle for my clients in 2025:
The “Work in Progress” Photo Strategy
One HVAC contractor Iwork with takes photos at every job – not just the finished work, but the problem they found, the work in progress, and the final result. These behind-the-scenes photos get more engagement than anything else he posts.
The “Local Knowledge” Posts
Alandscaping client regularly posts about local growing conditions, seasonal tips specific to Colorado Springs’ climate, and plant recommendations for different neighborhoods. These posts position him as the local expert and get shared constantly.
The “Customer Education” Approach
An electrician Iwork with uses his Google Posts to educate customers about electrical safety, explaining common problems in older Colorado Springs homes. These educational posts build trust and often get referenced by other local businesses.
Measuring What Actually Matters
Don’t get caught up in vanity metrics. Here’s what you should actually be tracking:
- Phone calls from your listing: This is the big one for service businesses
- Direction requests: Shows people are coming to you
- Website clicks from your profile: Indicates strong interest
- Photo views and engagement: Shows your content is resonating
- Review velocity: How often you’re getting new reviews
Google provides all this data in your Google My Business insights. Check it monthly and adjust your strategy based on what’s working.
Looking Ahead: What’s Coming Next
Based on what I’m seeing with Google’s continued AI integration, here’s what Iexpect to become even bigger throughout 2025:
- Voice search optimization: More people are using voice to find local services
- Visual search: Google Lens is making photo-based searches more common
- Real-time availability: Businesses that can show real-time scheduling will have an advantage
- Sustainability messaging: Eco-friendly practices are becoming a ranking factor
Your Action Plan for the Next 30 Days
Don’t try to do everything at once. Here’s what to focus on first:
Week 1: Audit your current Google My Business profile. Update all information, add missing categories, and upload 10 high-quality photos of recent work.
Week 2: Start posting twice per week. Share one educational post and one project showcase. Respond to any outstanding reviews.
Week 3: Research your competitors’ categories and adjust yours if needed. Create a system for regularly collecting reviews from satisfied customers.
Week 4: Plan your community involvement strategy. Identify local events, organizations, or partnerships that align with your business values.
The Bottom Line
Google My Business in 2025 isn’t about gaming the system or finding shortcuts. It’s about genuinely serving your community, showcasing your expertise, and building authentic relationships with customers.
The businesses that are winning right now are the ones treating their Google My Business profile as a complete marketing platform, not just a digital business card. They’re active, engaged, and genuinely helpful to their communities.
If you’re feeling overwhelmed by all these changes, you’re not alone. The local search world is more complex than ever, but it’s also more rewarding for businesses that get it right. At Casey’s SEO, we help service area businesses across Colorado build strong local search systems that dominate both organic rankings and map pack positions.
The key is to start somewhere. Pick one area from this article and focus on it for the next month. Whether that’s improving your photo game, getting more engaged with your community, or simply posting more regularly, consistent action beats perfect planning every time.
Your customers are out there searching for exactly what you offer. Make sure they can find you.
