Your website and your Google Business Profile should tell the same story. When they fight, Google shrugs and shoppers bounce.
Pick one primary category that matches how you get paid
Not what sounds fancy. What you file on an invoice.
Photos should show real work and real people
Stock skyline shots do not help a plumber rank. Jobsite photos with alt text that names the town do.
Reviews need a rhythm
Ask after the win, make it easy with a link, respond to every review publicly. Slow drip beats a burst once a year.
Website links on the profile should land on matching pages
Service links should go to the service URL, not always the home page. Same logic we use on Kalispell and Helena city pages.
Older deep dive still useful: Google Business Profile Montana. Local SEO overview: local SEO for Montana small businesses. Statewide hub: Montana city pages.