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Can I influence the keywords my GMB listing is associated with?

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Sort of. Like normal organic results, the point of SEO is to get your business to show up for desired keywords. So, updating your website, GMB listing, social media, etc for desired keywords can help to increase the number of times you show up for people that searched them, and therefore help to influence this.

However, there is no way to directly pay to show for specific keywords (that’s why ppc ads exist).

There is also no way to remove your site or listing from showing up for specific keywords organically. The best way to attempt that is to remove mention of undesirable keywords from your website or local listing, but in many cases, there wasn’t mention of it to start with.