Let Google tell you which keywords to target on your Business Profile
Your Google Business Profile is the single most valuable bit of free marketing a local business on the Fylde coast has. It’s what puts you in the map pack, those three businesses that show up above everything else when someone searches, and increasingly it’s what Google’s AI leans on when it decides who to recommend.
This is one of a series of Google Business Profile tips I share with clients, and it’s a favourite because it costs nothing, takes twenty minutes, and most businesses have never touched it.
The clever part is that you’re not guessing at keywords. You’re pulling the exact terms Google has already watched real people use to find you, then feeding them back into the two places Google looks for confirmation. Here’s how.
Step one: find the searches you’re already showing up for
Open your Google Business Profile and click into Performance.
Scroll down to the section showing the searches your profile appeared in. Click see more to expand the full list.
What you’re looking at is gold. These are the actual phrases people typed before your business showed up. Not what you think they search. What they genuinely do.
What you’re looking for
Note the terms that pair a service with a place. Things like “landscapers Lytham,” “boiler repair Blackpool,” or “electrician Poulton.” Those service-plus-location phrases are the ones that turn into calls, because someone typing them is ready to hire.
Copy the strongest ones. That’s your target list, handed to you by Google itself.
Step two: add those terms to your Services
Still in your Business Profile, go to Edit services, then add more services.
Paste in each keyword you copied, phrased the natural way a customer would say it. Then save.
Most businesses leave this section half-empty, which is a wasted opportunity. Every service you list is another specific search Google can confidently match you to. You’re filling in blanks your competitors up and down the coast have left blank too.
Keep it honest
One caveat worth stating plainly. List services you actually offer, described the way a customer would say them. This isn’t a place to stuff every keyword going. Google has got very good at spotting that, and an overstuffed profile can do more harm than good.
Step three: mirror each one with a page on your website
This is the step that ties it together, and the one most people skip.
For each service-and-location keyword, add a dedicated page on your website built around that exact phrase. A landscaper covering the Fylde would have a page for “landscaping in Lytham St Annes,” another for “landscaping in Poulton-le-Fylde,” another for Thornton-Cleveleys, and so on. Each one genuinely useful, not a thin copy of the last.
Here’s why it matters so much in 2026. Google now cross-references the services listed on your profile against the service pages on your website. When the two line up, it trusts you really do offer that service in that place. That match is a confirmation signal, and confirmation is what earns trust.
Do it for everything
Work through all your services and all your areas. Every service you offer, every town you cover, gets a listed service and a matching page.
It’s repetitive, but that’s the point. You’re building a consistent, joined-up picture of exactly what you do and where, told the same way in both places Google checks. It’s fiddly to keep straight by hand across a dozen towns, which is exactly why the intelligent websites we build come with a real page for every service in every area from the start, rather than one thin “areas we cover” list.
Where this sits in the bigger picture
I’ll be straight with you, because that’s how we work.
This is a real, worthwhile improvement, but it’s one lever among several, not a magic switch. In the local map pack, how close you are to the searcher and how many genuine recent reviews you have still carry most of the weight.
I’ve laid out the full checklist separately - what actually moves the needle on your Google Business Profile - so here’s just the short version, with today’s tip slotted in:
- Nail your primary category. It’s the single biggest thing you control. A Blackpool plumber listed under the right category beats one listed vaguely, every time.
- Keep genuine reviews coming, the compliant way. It still carries huge weight, and Google tightened how you’re allowed to collect them in 2026.
- Fill out your services, and match them to your website. The tip in this post. Free relevance most businesses ignore.
- Post regularly. A profile that goes quiet for a month loses momentum, and Google is now surfacing your social posts on the listing itself. A quick weekly post keeps the whole thing looking alive.
- Keep your details identical everywhere. Same business name, address and phone, spelled the same way on your profile, your website, and every directory. Inconsistency confuses Google and costs you trust.
You can’t shrink the distance between you and a searcher in Kirkham. But you can make sure that when you’re close enough, you’re also the most relevant, best-reviewed, most consistent option they’ll find.
Two of those have shifted enough lately to be worth a post of their own: the review rules changed in 2026, and there’s a profile field AI has quietly started reading. Both are worth ten minutes once you’ve done the keyword job above.
The takeaway
The neat thing about this particular tip is that Google has already done the hard part. It’s told you, in your own Performance data, exactly which searches you’re in the running for across the Fylde.
Your job is to act on it. Add those terms to your services, build a matching page for each town you cover, and keep the whole thing consistent. Do that alongside the other Google Business Profile basics and you give Google every reason to trust you and rank you higher.
Want us to sort your Google Business Profile properly, profile and website together? Get your free audit and I’ll tell you straight what’s helping and what’s holding you back, or book a call if you’d rather talk it through. It’s the sort of thing our local SEO work is built around. Either way you’re dealing with me, and I read every message myself, so drop me a line at hello@inkon.co.uk.