GMB tip – your website is an extension of your GMB and nothing more. If your GMB says something then put it on your website. There is also local on-page versus national on-page. Make sure you are setting your on-page up for local and not national. Always put your category first on your page. Example: Landscape Designer In City should literally be the first words on a page if you are a personal injury attorney. Not Best or City then the term, it’s always Category then wording after it.
Additionally, if you add service areas on your GMB for the love of God put them on your site too. Everything on your website should mimic your GMB minus duplicate wording of course. Make sure to link back to your GMB properties as well. Remember your website is just an extension. You are linking out to it from your GMB, but you aren’t telling Google what to look at on your website. If you have something you think is relevant to something on your GMB link to it.
Most people want to think of the GMB as an extension of their website, it’s not, it’s the other way around. Google owns you if you want to be on their platform and they are gracious enough to allow you be on their platform. If you think a property you make is authoritative over them then you have another thing coming.
I don’t care how much on-page, schema, images, or text you add to your website. If you don’t have your GMB setup properly and proper signals pointing to your GMB properties and the many links it can generate then you will have a very difficult time ranking. Take the time and treat your GMB like your website and you will watch your numbers rise. Think of your GMB website as the all might grail.
While there are many ways to rank, this is your quickest route. Again think of your website as an extension. Make sure to utilize your schema for more extensions, a brand page, etc, etc, etc. Do you need a website to rank a GMB no… You can do it with offsite properties, but it will take longer to point the proper signals. Your website is just a mass page opportunity to send relevant data back to your GMB so Google can read it. It’s easily manipulated at your fingertips since you own the website and can add mass data to it anytime you would like.