Digimos.
Empowering Excellence in
Digital Marketing and Online Sales.
I want your business to have more calls, walk-ins, emails, or bookings, whichever is most appropriate.
To achieve this, you need to have your business details appearing in the top three spots of all relevant SERPs (Search Engine Results Page) and in answers generated by answer engines like ChatGPT.
Together, with the help of AI, we are about to do $2,000 - $4,000 worth of SEO work. This can all be done in a day, or an hour a day for a week. You must note that SEO is not like paid ads - you don't click a button and get a ringing telephone. The tasks below don't take long, but the flywheel takes some time to spool up, and as such, results should be expected within 3-6 weeks.
We're going to be assisted by AI - only ask a Large Language Model like Gemini or ChatGPT for content if you know how to prompt it to not write like an AI. All prompts below are safe.
Just like baking a cake, where you need an oven and a mixer, there are some things you need to have when beginning this SEO journey:
Access to your Google Business Page (GBP). Learn more here.
A website, on your own domain (i.e www.yourbusiness.com)
Access to the admin section of your website, so you can edit the text of your pages. Talk to the person who set your site up if you don't have this.
Gemini Pro, or Claude Pro. You really need pro accounts. I favour Gemini as you get a lot of other Google services with it. Do take advantage of free trials.
An online presence management tool like Shine Online. You can use alternatives, but being frank, Shine Online is better, cheaper, simpler, and has been designed from the ground up with business owners like you in mind, so I don't know why you would choose anything other than this.
A few pieces of background information before we begin:
In my short book on digital marketing, 'Digital Doctrine', I talk about how 'strategy' must not be confused with 'tactics'. In this section, I'll be talking about the tactic of SEO. As such, you need to already know the strategic aims of your business: How you make your money, who you serve, and what you offer them. It's important to know this for step one.
In the book, I also talk about logistics. Shine Online is the logistics machine for your SEO, so I strongly recommend signing up today. You'll need it to measure results, to easily generate review-based content, and to fulfil some of the listings and citations work.
Google’s modern algorithms look for signals of 'Task Completion'. They want to know if the user found what they were looking for without having to "pogo-stick" back to the search results to try another link.
If your online content answers the user's question or solves their problem quickly, Google rewards you. If your website forces them to hunt for information, Google penalises you. In previous years, Google would want to see a user spending a lot of time on your website. Now it wants to see their problem solved, fast!
Therefore, your content must respect your customers' time and give them what they want quickly. Most of the work you are about to do will be on your Google Business Profile, but you must also make sure your website is ready to back up your GBP. You will do this with:
Clear Calls to Action (CTAs): Ensuring the next step is always obvious, on every page of your website, whether that's a 'call now' number, a 'book now' button, or a 'find us on maps' embed.
Intent Matching: If a user searches "emergency plumber," we give them a phone number immediately—not a 2,000-word essay on the history of plumbing. Make sure that every page, especially your homepage, gives the visitor what they want.
Frictionless Navigation: removing the barriers between the visitor and the sale, and always showing a call to action, or next step.
Status Signal: Show them your reviews before they have to look for them. You can do this with a review widget on your home page, and a 'wall of love' as a separate page on your website. Learn more here.
Every time you change your GBP and website, make sure the above criteria are fulfilled.
With this in mind, your website and GBP might change. I have to mention this because your GBP or website might need to be different to get results. If what you've got isn't bringing in enough sales, you have to be comfortable with it changing. Some business owners want all the benefits of SEO without changing the look and feel of their online content. If this is you, I can only offer disappointment, so stop here.
Businesses that talk 'about', or 'to' the customer, will beat businesses that talk about themselves. It's obvious when you think about it, but so many websites are filled with content all about the business, instead of the customer and how their problem can be solved. Pros get this wrong all the time too, so don't be ashamed if you've done
this.
I have spoken about it in this section already, but it is essential to solve the searcher's question as quickly after they land on your site as possible.
Go through your homepage now and read it with fresh eyes. Are you talking about yourself, or are you fast-tracking the visitor through to having their problem solved? There is a prompt below to help with this, so if your website visitors have to spend a lot of time hearing about you rather than getting the results they want, this will need to be changed.
I am going to spend a lot of time below talking about how you can optimise your GBP, in order to get more calls, walk-ins or visits, enquiries, and ultimately, sales.
A well-optimised GBP is the linchpin of strong SEO. In times gone by, it would have been your website, your citations, maybe even social media. But for today and the foreseeable future, your GBP is key.
There are two more very important aspects to this. These are things that I don't go into in too much detail in the sections below, as there's actually not much to say about them other than "do them". But they are absolutely essential, and so it is important to spend some time now explaining them. For the majority of businesses, getting the three keys right will be enough to outrank your local competition and increase your calls, visits and enquiries.
Key One is the GBP - we spend a lot of time addressing that below
Key Two is Listings and Citations
Key Three is Reviews
Listings and Citations are important as they back up your GBP. Learn more about them here (opens in a new tab)
Reviews are important as they send trust signals to AI, humans, and the Google algorithm. They also provide you with well-respected SEO content. Learn more about them here (opens in a new tab). Reviews feed into your online reputation, which is a huge factor in turning visitors into customers.
Managing your reviews and citations is a time-consuming process, but it is essential for your online visibility. Shine Online makes this a lot easier for you, doing 90% of the work. It helps you manage your online listings and citations, your GBP, your reputation, your social media posting, and much, much more. I've also made it entirely affordable for the vast majority of small businesses. I recomend checking it out.
Another feature that you can access with Shine Online is your Rank Map - a grid I talk about a lot, that allows you to see how well your SEO efforts are working, month after month, as well as what the situation is now. Using a map like this is essential; otherwise, you're just working blind.
Your most important next step is to get yourself signed up, then continue reading below, ready to take action as soon as you have Shine Online access.
You must be clear on what your business does, who you serve and what services make you the most money.
Your Google Business Profile is key, but it should be backed up by a good website. Your website must focus on your prospective customers and solving their problems. It must have clear calls to action and next steps.
In addition to having a customer-focused website that quickly solves the visitor's problem, the three keys to SEO are:
An optimised Google Business Page (GBP)
Well-managed listings & citations
Reviews and reputation
The following sections address the GBP. Shine Online will make managing your listings & citations, reviews & reputation an absolute breeze.
When you set up your business online, specifically on Google Maps, you are asked to pick a "Primary Category." It seems like a simple drop-down menu choice, but it is actually one of the most critical SEO decisions you will make.
Why It Matters
Google uses your Primary Category to decide which "bucket" your business belongs in. It is the first filter the algorithm applies when someone searches for a service.
Think of it like a library. A book might be about "history," "war," and "politics," but the librarian has to put it on one specific shelf. That shelf is your Primary Category, and if you choose the wrong shelf, the people looking for you won't find you.
The Common Mistake
Many business owners pick the category that sounds "fanciest" rather than the one customers actually search for.
For example, a law firm might choose "Litigation Consultant" instead of "Personal Injury Attorney", which means they miss out on the thousands of people searching for an "Attorney", because Google thinks they are strictly "Consultants". This is an illustrative example only.
First, head over to your Shine Online account and view your local search grid. If you see a lot of green, you mustn't change your primary category. If your search grid is coming back with a lot of amber or red, it's worth resetting your GBP, using the prompts below. This is an essential step. You must know how well you are currently ranking for your primary category before you decide whether it needs changing or not. You don't have to use Shine Online, you can also use Local Dominator (link in resource cache) or dozens of others available online. But you must get your grid to evaluate whether you have to keep your current Primary Category. If you're seeing green for the correct search term all over your map, dont change your Primary category, unless it genuinly is incorrect.
Use this prompt on a pro-level AI. I recommend Gemini or Claude. Select the 'Pro' option and paste this prompt. Make sure that before you hit enter, you fill out the [text in brackets like these] so that the answer applies directly to your business. Once you have your Primary Category, edit your GBP accordingly by accessing your GBP dashboard or directly within your Shine Online account.
Act as a Local SEO and Google Business Profile expert. Take into account the available options for category selection when setting up a Google Business Profile - this is essential. I need your help determining the single best Primary Category for my Google Business Profile listing.
I understand that the Primary Category is a major ranking factor and should represent my core business identity, while Secondary Categories can cover my other services.
Here is a description of my business in terms of how I make money, who I serve and what I provide: [INSERT A BRIEF DESCRIPTION OF WHAT YOU SELL AND YOUR MOST POPULAR SERVICE HERE]
Based on this description, please do the following:
Identify the Primary Category: Recommend the best Primary Category choice that aligns with how customers typically search for this service. If there is a debate between two options (e.g., "Dentist" vs. "Cosmetic Dentist"), explain the pros and cons of each regarding search volume vs. specificity.
List Secondary Categories: Suggest 3-5 relevant secondary categories that will help me rank for my additional services.
Explain Your Logic: Briefly explain why your chosen Primary Category gives me the best chance of ranking for new customers. If you don't know something, preface your answer with 'I'm not sure about this', and if you need to ask me more questions, ask me questions in a straightforward way
Once you've picked your Primary Category (your core identity), you can select up to 9 Secondary Categories. This is your chance to tell Google, AI's, and human searchers exactly what you do.
If your Primary Category is "Law Firm," your Secondary Categories might be "Divorce Lawyer," "Family Law Attorney," and "Estate Planning Attorney." These examples are illustrative only.
You must again, consult a search grid from Shine Online here - If you're showing green all across the map but your phone still isn't ringing as much as you would like, GBP optimisation may not be the right route. You might instead need to focus on 'Task Completion' to ensure that the people who find you do end up calling you / visiting you. You can find out more about task completion in the Digimos Premium SEO section. However, most businesses will see a lot of amber and red, so do continue. Let's get you more traffic from your GBP!
Prepare to 'List It, Prove It'.
An SEO secret that a lot of business owners miss: You can't always list a category on your Google profile and expect to rank. You have to back it up with evidence.
Google checks your website to verify your profile. This is why a website is so important - its main aim is actually to back up your GBP.
If you add "Teeth Whitening" as a category on your profile, Google’s bots will crawl your website looking for a page dedicated to "Teeth Whitening."
If they find the page, it confirms that the info is relevant, and your ranking goes up. If there's not a page for the crawler to find, it may assume the category is inaccurate, and your ranking potential drops. This is because Google is desperate to be accurate for its users. We should help it to be, and it will reward us.
That means that if your business is in a competitive marketplace, you must have a "Category-to-Page" Match. I talk more about this in a later section, and inside Digimos Premium.
However, for a lot of businesses, a good, well-planned GBP is enough for them to make it into the top three of the Map pack for the relevant search terms. But I wanted to bring it up here, so you know that you may need new website pages for each secondary category.
Anyway, let's get those secondary categories live, shall we?
Once you have your secondary categories, edit your GBP accordingly.
Act as a Local SEO expert. You are an expert in setting up GBP profiles for small businesses so that they dominate both the Map Pack and get recommended by AI systems like ChatGPT and Google's AI overview. You know that I will have to create a matching services page, with content, for every service I list on my business's GBP.
I have already selected my Primary Category (which is [INSERT PRIMARY CATEGORY]). My business is a [INSERT YOUR BUSINESS] in [INSERT TOWN OR CITY]. Now I need to select Secondary Categories to expand my visibility.
Here is a list of the specific services I offer: [INSERT YOUR LIST OF SERVICES HERE]
Please perform the following steps:
Match Services to Google Categories: Look at my list of services and find the official Google Business Profile categories that match them best.
Prioritise: Suggest the top 3-5 categories that are most relevant to my list.
Check for Gaps: Identify if there are any official Google categories relevant to my industry that I should be using, but might be missing from my services list.
The next step is to go a level deeper. If you Google search [your business] Google Business Profile, your control dashboard will show up in the results page. There's a section called 'Edit Services'. Click on that - this is what we are going to tackle next.
Use the prompt below to get an AI-inspired list of good custom services to add to your GBP - only add them if they are true, and you must tweak/edit them to make them fit completely what your business does. The AI can't know everything, but it points us in the best direction it can. Also, add anything your business does that the AI missed.
In a Word document, note down the answer the AI gives you, especially the H1 tag section. If you need to do more advanced SEO work (70% of businesses don't need to do this), you will need to create a website page for each category and service that you have on your GBP (as mentioned in the previous section). Your primary category will be your 'homepage title tag', you will then have a website page for each service, and a website page for each secondary category, with the service pages organised under each secondary category, or however they fit best. It will become clear when it comes to it. The important bit is to save the answer that the AI gives you for later, as well as adding the relevant services to your GBP.
Act as a Local SEO & Service Entity Specialist. Your job is to identify specific, granular services that real people actively search for and request.
The Goal: To find distinct 'Service Entities' that I can add to my Google Business Profile and build dedicated landing pages for.
The Rule: This is NOT keyword research. I do not care about search volume numbers or difficulty scores. I need to identify the specific problems and service requests Google recognises as distinct entities, that people are ACTUALLY SEARCHING FOR. If I miss these, I am invisible for that entire category of searches.
My Industry/Primary Category: [INSERT INDUSTRY/PRIMARY CATEGORY] My Location: [CITY/REGION]
Your Research Strategy: Use examples that you have access to, of real-world discussions, Q&A, and service requests found in communities such as:
Reddit (e.g. r/homeimprovement, industry-specific subs, and local city subs)
Nextdoor & Facebook Community discussions (common patterns)
Houzz & Angi consumer questions
Google 'People Also Ask' patterns for my industry
What to Look For: Find services people actually request, especially those with real-world modifiers that indicate a specific need.
Bad Example: 'Plumber' (Too broad)
Good Example: 'Slab Leak Detection' or 'Tankless Water Heater Flush' (Specific Entity)
The Output: Please provide a list of 10-15 Specific Service Entities. For each one, provide:
The Service Name: (The specific term used by customers)
The User Intent: (What problem are they trying to solve?)
The Recommended Page Title: (A proposed H1 for the website page to target this entity). This will usually be the same as the service name, but if it should not be, explain why.
Once you've used this prompt, you will have a list of specific, high-value services (like "Slab Leak Detection" or "Emergency Lockout").
You might notice that if you try to type these into the main "Category" area on your profile, Google says no. That is because these aren't Categories—they are Custom Services.
Here is the exact workflow to add them correctly so customers (and Google) can see exactly what you do. These are step-by-step instructions:
1. Go to Your Profile: Search for your business name on Google while logged in, or open the Google Maps app. Look for the buttons that manage your profile.
2. Click "Edit Services": Do not click "Edit Profile" or "Edit Categories." Look specifically for the button labelled "Edit Services."
3. Find the Parent Category: Inside this menu, you will see the Primary and Secondary categories you selected earlier.
4. Look at Google's Suggested Services: Google will often show a list of pre-populated services under your category with a blue "+" icon next to them. If you see the service the AI recommended (or something very close to it), click the "+" to add it. Google prefers you use their predefined services whenever possible!
5. Click "Add Custom Service": If the specific service you want is not in Google's suggested list, scroll to the bottom of the relevant category section and click "Add custom service".
6. Paste Your Keywords: Type in the specific service name the AI gave you.
7. Add the Description: Once added, click on the service to add a description. Google gives you 300 characters here—use them! Do not just write one sentence; briefly explain what the service is, mention the main benefit, and naturally include the name of your city or region if it fits. This helps Google and AI models understand exactly what you do.
8. Hit Save: Repeat this for the top services the AI identified for you.
Why This Matters.
When a customer searches on their mobile phone, this list appears as a "Menu" of your services, and if you only list "Plumber," they have to guess if you fix water heaters. If you list "Water Heater Repair" explicitly, they know you do it, and they are more likely to call.
In addition to this, it gives the LLM AI's all the info they need to recomend you in their answer.
Its essental to get the above all completed. I know it can seem tedious. It can feel like you're not making any real advancements, only tweaking what's already been done. But getting the foundation correct is essential, and the rest won't work if you haven't got a strong foundation.
The below is enhancing the GBP, and will go a long way to getting you to the top of the Map Pack in the SERPs. By now, you should have a feel for how to prompt the AI to give you the info you need, after I have explained the step and why it's important. So, the prompts are not included in this section. But, if you want more support, there is an entire prompt catalogue in Digimos Premium - yours for only $10 a month, and you can cancel at any time!
Let's continue below, by growing your service area, getting your Bio correct, and encouraging user-generated SEO content with reviews.
When setting up a Google Business Profile, the temptation is to list every single city, town, and zip code within a 50-mile radius. Don't do this. Listing cities where you have no physical presence can actually hurt your ability to rank in the cities where you do.
The "Proximity" Factor
Google’s #1 priority for local search is Proximity. They want to show the user the closest, most relevant business. So if you tell Google you serve 20 different cities spread across the state, you will dilute your signal. Google and its algorithms are actually fairly good at working out what your geographical potential is, as long as you are clear and honest with it.
The "Pizzas and Plumbers" Rule
Google does understand that some businesses (like pizzerias) have a small radius, while trades (like roofers) travel further. This is essential to its usefulness. However, the algorithm is smart enough to know that a plumber based in City A is unlikely to be the best choice for a customer in City B, one hour away, especially if there are good plumbers already in City B. But if theare specialised, they still might be. Either way, a wide net depends on the strength of your profile and what you do, not what you say your radius is. This means we have to build out your service area, not just tell Google that you're happy to travel.
The Core Cluster:
Define your "Core Area": This is where your HQ is. This is where you will rank highest.
Identify "Satellite Neighbourhoods": Select the specific towns immediately bordering your core location.
Use Location Pages: For those cities further away that you really want to target, don't just add them to your map profile (which does little). You must build dedicated "City Pages" on your website to organically attract those customers.
Don't spread yourself thin: dominate your local zone, then expand. This info gets added in 'Business Profile' -> 'Service Area'.
THIS PROMPT IS ONLY AVAILABLE TO DIGIMOS PREMIUM MEMBERS
I'm sorry if that disappoints. But - you could join today for just $10 per month - no contracts, you can cancel any time! There are 13 prompts in total - all can be used to bump you up the rankings, and quickly get to that top three spot.
You can also create your own prompt for this.
For the longest time, Search Engine optimisers debated about whether or not the business bio mattered. Today, the answer is clear: It doesn't matter much for SEO, but it matters greatly for Conversion and for AI answer generation.
What that means to us is, while keyword-stuffing your bio won't magically boost your Map Pack ranking, writing a clear, "Entity-Rich" description is crucial for converting viewers into visitors, and for being featured in AI answer generations.
Why It’s Important
The "Fold" Test: On mobile, customers only see the first 250 characters of your bio before they have to click "More." If you don't hook them before they are asked to click to see more, you are likely to lose them.
Feeding the AI: Modern search engines (like Google's new AI Overviews) read your bio to understand the context of your business. They look for connections between your Brand, your Service, and your Location, and then feed this information to the searcher via the AI-generated answer.
Therefore, it's essential not to waste above-the-fold space with "We were founded in 1974...etc" at the start. You must front-load the value.
First Sentence: Explicitly states who you are, where you are, and your main service.
Middle: Lists your specific "Service Entities" (the ones we found earlier).
End: A strong Call to Action (CTA) and trust signals (e.g., "Licensed & Insured").
THIS PROMPT IS ONLY AVAILABLE TO DIGIMOS PREMIUM MEMBERS
I'm sorry if that disappoints. But - you could join today for just $10 per month - no contracts, you can cancel any time! There are 13 prompts in total - all can be used to bump you up the rankings, and quickly get to that top three spot.
You can also create your own prompt for this!
Before Google ranks you #1, it needs to trust that you are a real, legitimate business. It does this by checking your "Digital Fingerprint" across the web. In SEO terms, we call this 'Citations'.
What is a Citation?
A citation is simply a mention of your business on another website. It must consist of three key pieces of data, known as NAP:
Name
Address
Phone Number
The "Detective" Algorithm
Think of Google like a detective trying to verify a story. If Google sees your business listed on Yelp, Apple Maps, Bing, and the Yellow Pages with the exact same Name, Address, and Phone Number, it says: "Okay, this business is legitimate. I trust them."
However If Google sees "Bob's Burgers" on one site and "Bob's Burger Joint" on another, or if the phone numbers don't match, it gets confused. Confusion kills rankings.
Our Strategy: Quality Over Quantity
Years ago, people would blast their business info to 1,000 low-quality directories. That doesn't work anymore.
We focus on the Core Citations that actually matter:
The Big Aggregators: Apple Maps, Bing Places, Yelp, Facebook.
Industry-Specific Directories: If you are a lawyer, you need to be on Avvo. If you are a contractor, you need to be on Houzz. These carry far more weight than a generic "Business Directory."
Local & Generic: Both local and generic trusted directories are important, too. Shine Online will help you link to them. About 50 citations from 50 different listings platforms should be enough to move the needle. You can do this all yourself, but it is much better to use a system. See the Shine Online page for more.
The Golden Rule: Your NAP data must be 100% consistent. Even a small difference like "St." vs "Street" can sometimes cause issues. We ensure your digital fingerprint is identical everywhere. This will take you hours without using a tool like Shine Online, or paying someone to do it for you. Please see my Listings & Citations page for your next steps. That link opens in a new tab, so you won't lose your page here. The information you give to the listing sites must be an exact match with your Google Business Profile.
DON'T FORGET: ChatGPT uses 'Bing', so you must create a Bing Places listing too.
Reviews are important for a few key reasons. Firstly, they show that you are a reputable business (see these stats below).
Secondly, they are a fantastic way to generate SEO content! They not only send massive trust signals to AI and search engines, but they also work to prove and explain in detail exactly what your business does in the real world.
While having a huge total number of reviews is great, the actual quality and timing matter more. That is where the 4 Rs of Reviews come in. To win, your reviews need to be:
Recent
Regular
Replied to (no matter the star score!)
Relevant
Recent: This signals to everyone that you are fully operational right now, and that the information provided is totally up to date.
Regular: Human searchers, AI answer engines, and search engines all love consistency. A steady, regular trickle of reviews is much better than getting 20 in one week and then none for a year.
Replied to: You must reply to your reviews—both the good and the bad. It helps build a clear picture of you and your business, shows you care about customer service, and is a great SEO signal.
Relevant: If a review mentions the specific service you provided or the area you did it in, as well as how well you did, that's SEO gold! If the customer doesn't mention the specific service in their review, gently mention it in your response! (Pro tip: Don't mention their specific area in your reply unless it's very broad, like a city name. Otherwise, it might feel invasive. Keep it natural and don't go into too much detail, or it will feel spammy.)
Building and managing your online reviews can be time-consuming and difficult, or with the Shine Online platform, it can be 80% automated. Check out Shine Online, and see the Reputation Management section, here.
What you've done so far is enough to get 65% - 70% of businesses into the top three of the Map Pack, which is exactly the result we want with a modern SEO campaign for a local business. To solidify your results, your website should support your GBP, so I have included a checklist for you to go through, below. With everything on that list checked, all but the businesses in the most competitive areas will appear in the top 3.
However, you might be in a particularly competitive market, a large city, or you might have some fundamental issues with the SEO-ing on your website, causing a crash in your rankings.
My advice is to do the above, then go through the checklist below and wait 6-8 weeks. Once a week, check your search grid on Shine Online, and look for improvements. Progress won't be linear, but the search engines should have caught up in a couple of months. If you've done the above work on your GBP, and your website checks all the boxes below, but you're not reaching the top three of the map pack for local searches, join Digimos Premium for the advanced prompts. If that still doesn't get you to the top, please book in a strategy session with me.
The Core Concept: The Hub and Spoke Model
When Google looks at a GBP, it checks the linked website to verify the categories. If your secondary category is "Kitchen Remodeler," but your website only talks broadly about "General Contracting" (your primary category), Google will hesitate to rank you highly for kitchen-specific searches.
To build trust, the website's architecture should mirror the GBP's category structure.
Primary Category: This is the overarching theme. It usually maps directly to the Homepage.
Secondary Categories: These act as major business divisions. They should map directly to Main Hub Pages (e.g., website.com/kitchen-remodeling/).
Custom Services (from your previous step): These are the granular offerings. They map to individual Service Pages nested under the Hub Pages (e.g., website.com/kitchen-remodeling/custom-cabinets/).
Why This Matching Strategy is Critical
1. Earning "Website Mentions" (Local Justifications)
Have you ever seen a Google Map Pack result with a small snippet of text that says, "Their website mentions kitchen remodelling"? That is a Local Justification. Google scans the linked website, finds the page dedicated to the secondary category, and uses it as proof to justify ranking the business for that search.
2. Building Topical Authority
Creating a dedicated, deeply informative page for a secondary category shows Google that the business is an authority in that specific area, not just a jack-of-all-trades.
3. Providing a Landing Pad for Granular Services
The secondary category page acts as a "Hub." It organises all those highly specific, granular services (the ones your AI prompt generated) into a clean, logical structure that users and search engine crawlers can easily navigate.
Best Practices for the Secondary Category Page
Follow these rules:
The H1 Tag Matches the Intent: The main heading of the page should closely mirror the exact wording of the GBP Secondary Category (e.g., "Professional Kitchen Remodelling in [City]").
Comprehensive Content: This cannot be a thin 100-word summary. It needs to explain the process, the benefits, who it is for, and why the local business is the best choice.
Internal Linking: The page must contain clear, descriptive links pointing to the more specific "Service Entities" (the granular custom services) associated with that category.
Local Signals: Include the service area, mention local landmarks or neighbourhoods, and embed reviews specifically related to that secondary category.
How Google Connects the Dots
You can't paste a specific URL for every category into the GBP dashboard. Usually, you only get one main "Website" button on the profile. Google makes the connection by crawling the URL provided on the GBP (usually the homepage) and following the main navigation menu. Therefore, these Secondary Category pages must be linked prominently in the website's main header or footer so Google can find them instantly.
See more about how to publish these pages to your website here.
If this is confusing you, 'page matching' is explained more in the Digimos Premium SEO section, with illustrations included.
If there's anything in the checklist below that you don't understand, ask your favourite AI chatbot what it means, how you can check your online presence against each point, and how you can fix any problems.
SSL Certificate (HTTPS): Is there a padlock icon next to your URL? (Google penalises "Not Secure" sites).
Mobile-Friendly Test: Does the site adjust perfectly to a phone screen? (Google ranks the mobile version of your site, not the desktop version).
Page Speed: Does the site load in under 3 seconds? (Use Google PageSpeed Insights to check).
Sitemap.xml: Do you have a sitemap submitted to Google Search Console? (This helps Google find your new pages).
Do you have a click-to-call number at the top of your screen
Are you showing your review score 'above the fold'?
Is there an above-the-fold 'Call To Action'?
Does your title tag match your GPB primary category + location?
The H1 Tag: Does your home page have one main heading (H1) that includes the Service + City? (e.g., "Emergency Glazier in Brighton")?
Is your GBP embedded in your homepage?
NAP Footer: Is your Name, Address, and Phone Number in the footer of every single page? (Must match your Google Business Profile exactly)
Is the above-the-fold text focused on Goal/task completion?
Is the content speaking to the customer or about their problem, rather than about the business?
Is there a significant review widget embedded further down the page?
Is there a website schema?
Is there text about the location, more than just naming the area?
Are there 20+ photos, geotagged and with Image Alt text?