Let’s be real for a second: your Google Business Profile (GBP) might be working against you right now, and you don’t even know it.
You set it up a while back, filled in a few fields, uploaded a logo, and moved on with your life. Totally understandable. You’ve got a business to run. But here’s the thing: that little profile is often the first impression potential customers have of your business. And if it’s incomplete, outdated, or just plain confusing? They’re clicking on your competitor instead.
The good news? Most of these mistakes are easy to fix once you know what to look for. Let’s walk through the seven biggest Google Business Profile blunders we see (all the time) and exactly how to turn things around.
1. Your Business Information Is Incomplete or Outdated
This one sounds so basic, but it’s shockingly common. Maybe your hours changed six months ago. Maybe you moved locations last year. Or maybe you just never filled in your phone number properly.
Whatever the case, incomplete or inaccurate information creates friction, and friction kills conversions. If someone can’t figure out when you’re open or how to reach you, they’re not going to work hard to find out. They’ll just find someone else.
How to fix it:
Pull up your Google Business Profile right now and go through every single field. Check your:
- Business name (no keyword stuffing, Google hates that)
- Address
- Phone number
- Website URL
- Business hours (including special holiday hours)
Make sure this information matches what’s on your website and any other online directories. Consistency matters more than you’d think, it’s a ranking factor and a trust signal.
2. You Haven’t Claimed Your Profile (Or You Have Duplicates Floating Around)
Here’s a scary thought: there might be a Google Business Profile for your company that you didn’t create. Google sometimes auto-generates listings based on web data. And if you haven’t claimed yours, you have zero control over what it says.
Even scarier? You might have duplicate listings confusing customers and diluting your visibility.
How to fix it:
Search for your business on Google Maps. If you see an unclaimed listing, claim it immediately through Google Business Profile Manager. If you spot duplicates, you can request removal or merge them through Google’s support tools.
Taking ownership of your profile is step one. Everything else builds from there.
3. Your Primary Category Is Wrong (Or Too Vague)
Your primary category tells Google what kind of business you are, and it directly impacts which searches you show up in. Choose “Restaurant” when you’re actually a “Mexican Restaurant,” and you’re competing in a much broader (and harder) pool.
We’ve seen businesses pick categories that kind of fit but aren’t quite right. And that mismatch means they’re invisible to the exact people looking for what they offer.
How to fix it:
Be as specific as possible with your primary category. Google offers hundreds of options, so dig through the list to find the one that nails what you do. You can also add secondary categories to capture related services, but your primary category should be laser-focused.
Not sure which category fits best? Search for your top competitors and see what categories they’re using. That’s a solid starting point.
4. Your Services Section Is Generic (Or Empty)
A lot of business owners skip the Services section entirely, or fill it in with one-word entries like “Consulting” or “Repairs.” That’s a missed opportunity.
Google uses your Services section to match your business with specific customer searches. The more detailed and descriptive your services, the better your chances of showing up when someone searches for exactly what you offer.
How to fix it:
List out each service you provide as its own entry. Give each one a clear, descriptive title and write a sentence or two explaining what it is, who it’s for, and what makes your approach different.
For example, instead of just “Web Design,” try something like: “Custom Website Design – We build mobile-friendly websites tailored to small businesses, designed to convert visitors into customers.”
This isn’t just good for SEO, it also helps potential customers understand exactly what you do before they even click through to your site.
5. Your Service Area Is Missing or Inaccurate
If you serve customers in a specific geographic area (rather than at a physical storefront), your service area settings matter a lot. Get this wrong, and you’ll either miss out on local searches or show up in places you don’t actually serve.
How to fix it:
Head into your profile settings and define your service area clearly. Include your primary city plus any neighboring towns or suburbs you cover.
Then, weave those locations naturally into your business description. Something like: “Proudly serving small businesses in Denver, Aurora, Lakewood, and the surrounding metro area.”
This helps Google understand where you operate, and helps customers know you’re actually available in their area.
6. Your Photos Are Low-Quality, Outdated, or Non-Existent
Profiles without photos get significantly less engagement. And profiles with blurry, dark, or obviously outdated photos? They don’t exactly scream “professional.”
Your photos are a chance to show potential customers what it’s actually like to work with you. Skip this, and you’re leaving money on the table.
How to fix it:
Upload authentic, high-quality photos that represent your business well. Think:
- Your storefront or office space
- Your team in action
- Your products or completed projects
- Behind-the-scenes shots that show your personality
You don’t need a professional photographer (though it helps). Even well-lit smartphone photos can do the trick. The key is to keep things fresh, add new photos regularly so your profile doesn’t look like it was last updated in 2019.
7. You Set It and Forgot It
This is the big one. Most businesses treat their Google Business Profile like a one-time task. Set it up, check the box, never look at it again.
But Google rewards active profiles. That means posting updates, responding to reviews, adding new photos, and keeping your information current. If you’re not doing any of that, you’re slowly sliding down the rankings while competitors who are active climb past you.
How to fix it:
Build GBP maintenance into your routine. Here’s a simple schedule that works:
- Weekly: Post an update (new service, special offer, helpful tip, etc.)
- As they come in: Respond to every review, yes, even the good ones
- Monthly: Add a few fresh photos
- Quarterly: Review your services, categories, and attributes for accuracy
It doesn’t have to be a huge time commitment. Even 15–20 minutes a week can make a real difference in your visibility and engagement.
Your Google Business Profile Is Free Real Estate: Use It
Here’s the bottom line: your Google Business Profile is one of the most powerful (and completely free) marketing tools available to local businesses. But only if you actually use it properly.
The mistakes we’ve covered here aren’t complicated to fix. They just require a little attention and consistency. And the payoff? More visibility, more trust, and more customers walking through your door (or filling out your contact form).
If you’re feeling overwhelmed or just don’t have the time to optimize your profile yourself, that’s exactly the kind of thing we help with at Echo & Ether. We’re all about making local businesses look polished, professional, and impossible to ignore online.
Got questions about your Google Business Profile? Drop us a line: we’d love to help you figure out what’s working, what’s not, and how to turn things around.