Your Google Business Profile (GBP) is one of the most powerful free marketing tools available to local businesses. When someone searches for services you offer, your GBP listing often appears before your website does. It's frequently the first impression a potential customer has of your business.
Nearly half of all Google searches have local intent, and the Google Local 3-pack appears in the vast majority of those searches. Your GBP is more visible than your website for most patients searching locally.
Yet most local businesses make critical mistakes that limit their visibility and cost them customers every day. Here are the five most common errors we see, and how to fix them.
1. Incomplete or Inaccurate Business Information
This seems basic, but it's surprisingly common. Businesses leave fields blank, use inconsistent names across platforms, or have outdated hours.
Why it matters: Google uses this information to determine when to show your listing. If your hours are wrong, Google might not show you to someone searching at 7 PM even if you're open. If your business name doesn't match other online listings, Google may question which version is correct.
In our experience, complete Business Profiles dramatically outperform incomplete ones. We've seen profiles with full information get several times more clicks than those with missing fields.
The fix:
- Fill out every field in your profile completely
- Use your exact legal business name (no keyword stuffing like "Smith's Plumbing - Best Plumber in Seattle")
- Keep hours updated, including holiday hours
- Verify your address and phone number match everywhere online
2. Wrong Business Categories
Google uses categories to understand what you do and when to show your listing. Many businesses either choose incorrect categories or miss opportunities to add relevant secondary categories.
Why it matters: If you're an orthodontist who only selected "Dentist" as your category, you're missing searches specifically for orthodontists. If you offer Invisalign but don't have that category, you're invisible for those searches.
The fix:
- Choose the most specific primary category that describes your main business
- Add all relevant secondary categories (you can have multiple)
- Research what categories your ranking competitors use
- Update categories when you add new services
3. No Photos (or Bad Ones)
Businesses with photos significantly outperform those without. We consistently see profiles with quality images getting more direction requests and more click-throughs to websites. Yet many businesses have no photos, or only have Google Street View images.
Why it matters: Photos build trust and show potential customers what to expect. They're especially important for businesses where appearance matters: restaurants, medical practices, salons, retail stores.
The fix:
- Add high-quality photos of your exterior, interior, and team
- Upload photos of your work (for service businesses)
- Add new photos regularly (at least monthly)
- Respond to and add customer photos when appropriate
- Avoid stock photos: Google can detect them and they don't build trust
4. Ignoring Reviews
Some businesses don't respond to reviews at all. Others only respond to negative reviews. Both approaches leave value on the table.
Why it matters: Reviews are a major ranking factor for local search. Google increasingly emphasizes engagement signals, meaning the algorithm evaluates how often people interact with your business, including reading and leaving reviews.
But more importantly, your responses show potential customers how you handle feedback. A thoughtful response to a negative review can actually win you business.
The fix:
- Respond to every review within 24-48 hours
- Thank positive reviewers and be specific about what you appreciated
- Address negative reviews professionally and take the conversation offline
- Never get defensive or argue in public responses
- Ask happy customers for reviews (but never offer incentives)
5. Not Using Posts and Updates
Google Business Profile has a "Posts" feature that lets you share updates, offers, events, and more. Most businesses either don't know about it or don't use it consistently.
Why it matters: Posts keep your profile fresh and give Google signals that your business is active. They also give potential customers more reasons to choose you: a current offer, an upcoming event, or helpful information.
The fix:
- Post at least weekly (Google prioritizes active profiles)
- Share offers, new services, events, and helpful tips
- Use high-quality images with each post
- Include a call-to-action (Learn more, Call now, etc.)
- Track which posts get the most engagement
The Impact of Getting It Right
The numbers are compelling. Businesses listed in the Google 3-pack get dramatically more traffic and actions (like calls and website clicks) compared to those ranked below. The difference between being in the top 3 and being in position 4-10 isn't incremental. It's often the difference between getting calls and getting nothing.
The most striking pattern we see: the majority of local searches with local intent result in an in-person visit within 24 hours. When someone searches for a service on their phone, they're often ready to act now.
The Bottom Line
Your Google Business Profile is free, but managing it well takes time and attention. The businesses that treat their GBP as a priority, not an afterthought, are the ones showing up when customers search.
If you're too busy running your business to optimize your Google presence, that's exactly why we exist. We help local businesses get found where their customers are looking.
Ready to see how your Google Business Profile stacks up? Get a free audit and we'll show you exactly where the opportunities are.