Multi-service companies can now create separate Google Business Profiles for each department at the same address — a local SEO strategy that multiplies visibility when implemented correctly.
Multi-service businesses face a local search problem that single-service competitors never encounter.
A company that offers pest control, lawn care, and pool cleaning from the same building competes against specialists in each category. When someone searches "pest control near me," that company goes head-to-head with Terminix and Orkin. When someone searches "pool cleaning," the listing might not appear at all because Google only sees "home services."
One address. One listing. One primary category. For local businesses offering multiple services, this creates a strategic disadvantage that costs real revenue every month.
A Local SEO Strategy Hiding in Plain Sight
Google's own guidelines permit businesses with genuinely distinct departments to create multiple Google Business Profiles at the same address. Each department gets its own listing, primary category, and opportunity to appear in local search results for service-specific queries.
For those still searching for "Google My Business department listings," the platform rebranded to Google Business Profile in 2022, but the strategy works the same way.
The strategy has gained renewed attention as Google tightened verification requirements throughout 2024, making proper implementation more critical than ever. Businesses that set up department listings incorrectly now face faster suspensions and stricter video verification protocols than in previous years.
"This solves the fundamental problem multi-service local businesses face," said Caleb Schallert, SEO Director at Houston-based digital marketing agency ASTOUNDZ. "Instead of choosing which service gets visibility, each department competes in its own category. The strategic advantage is significant."
According to Google's business representation guidelines, departments operating at the same location can maintain separate profiles when they meet specific structural requirements. Google marks these nested listings with a "Located in [Parent Business]" badge to distinguish them from spam attempts.
More information on Google's requirements is available at: https://support.google.com/business/answer/3038177
The result? A single location can legitimately appear in multiple local search categories simultaneously.
Why Local Businesses Need This Strategy Now
The stakes for local search visibility have never been higher. Research from BrightLocal's 2024 Local Consumer Review Survey shows 98% of consumers searched for local businesses online last year — and 87% used Google specifically. For multi-service companies competing in local markets, appearing in multiple category searches isn't a luxury. It's the difference between capturing local demand and losing it to specialists.
"The local search landscape has changed dramatically," Schallert noted. "Five years ago, businesses could get away with a mediocre Google Business Profile. Today, local customers search for specific services. Companies not showing up for each service they offer are handing those local leads to competitors."
Which Local Businesses Qualify
The strategy isn't available to every local business. Google requires genuine departmental separation:
Each department needs dedicated physical space within the building. Direct phone lines are mandatory — not extensions, not phone trees. Categories must differ from the parent listing. And each department needs its own landing page with unique content.
Car dealerships have used this approach for years, maintaining separate profiles for each vehicle brand alongside service, parts, and body shop divisions. Hospitals create department listings for emergency rooms, imaging centers, and pharmacies. Multi-service local companies with distinct operational teams qualify when the structure genuinely exists.
"The local businesses that succeed with this strategy have real departments," Schallert explained. "Dedicated crews, separate phone numbers, distinct services. One-person operations trying to create fake divisions get caught by Google's video verification process. Listings get suspended within days."
The Strategic Mistake That Erases Months of Work
Verification is only half the battle. The most common strategic failure happens after a business successfully creates multiple profiles.
Without proper location group configuration, Google's algorithm sees multiple listings at the same address and assumes spam. The result? Automatic merging — without warning, without appeal.
"Location groups are the critical piece most local businesses miss," Schallert said. "They tell Google these profiles are intentionally related. Businesses that skip this step might wake up one morning to find three listings merged into one. Months of strategic work, gone."
The configuration must happen immediately after verification. Every day without it is a day the listings remain vulnerable to algorithmic action.
Realistic Timeline for Local Search Results
This isn't a quick-fix tactic. The timeline spans six months or longer before meaningful local visibility gains appear. Initial months focus on profile creation, verification, and building authority through posts and reviews. The compounding returns come later — established department listings with history begin outranking competitors who only have single profiles.
"The local businesses getting real results treat this as long-term strategy, not a trick," Schallert noted. "They're building sustainable local search presence across every service category they offer. That strategic patience separates the businesses who dominate their local market from those still fighting over one listing."
The Strategic Bottom Line
For qualifying multi-service local businesses, nested department listings solve the visibility problem in ways that single profiles cannot. The strategy requires legitimate structure, careful implementation, and ongoing attention.
Local businesses without genuine departmental separation should invest in strengthening one excellent listing rather than risking suspension on profiles that won't survive verification.
The opportunity exists for local businesses ready to implement it correctly. Google documents it openly. The question is whether the business structure supports the strategy — and whether the implementation is executed properly.
Complete implementation guide with verification requirements and setup procedures: https://astoundz.com/nested-department-listings-google-business-profile/
Local SEO strategies for multi-service businesses: https://astoundz.com/local-seo/
ASTOUNDZ digital marketing agency: https://astoundz.com/about-digital-marketing-agency/
Caleb Schallert is SEO Director at ASTOUNDZ in Houston, Texas. With 20 years of experience in search engine optimization, he specializes in technical SEO and local search strategies for multi-location, multi-service businesses.
