Searches are specific about the job: 'house cleaning', 'deep cleaning', 'move out cleaning', 'Airbnb turnover cleaning', 'office cleaning'. Each one draws a slightly different customer, and a profile that names its services clearly gets considered for more of them.
Reviews do most of the selling. A customer reads them for reliability, whether the same cleaner comes each time, and whether anything went missing or got broken. Steady replies from the owner show there's someone accountable behind the business.
Photos are harder than in other trades, because the work happens in someone else's home. Ask permission, and favor spotless kitchens and bathrooms over anything personal.