7 Mistakes You're Making with Google Business Profile (and How to Fix Them Before Your Competitors Do)

Your Google Business Profile is arguably the most important piece of digital real estate you own. Yet most service businesses are unknowingly sabotaging their own success with simple, fixable mistakes that push potential customers straight into their competitors' arms.

Here's the thing - whilst your competitors are making these same blunders, you're about to learn exactly how to fix them and steal their spotlight. Ready? Let's dive into the seven most common Google Business Profile mistakes that are costing you customers (and the straightforward fixes that'll put you ahead of the pack).

Mistake #1: Your Business Information Is All Over the Shop

The Problem: Your business name, address, and phone number (what we call NAP in the trade) are the backbone of your Google Business Profile. When these details are missing, outdated, or inconsistent, it's like giving Google a wonky compass - it simply can't point customers in your direction.

Think about it: if your phone number on Google doesn't match your website, or your address is spelled differently across platforms, Google's algorithm gets confused. And confused algorithms don't reward businesses with visibility.

The Fix:

• Audit everything. Check your NAP details across your website, social media profiles, and any business directories you're listed on

• Copy and paste - don't retype. This eliminates sneaky typos that can throw everything off

• Pay special attention to your opening hours, especially during holidays or if you've recently changed your schedule

• Use the exact same format everywhere - if you write "High Street" on one platform, don't abbreviate it to "High St" elsewhere

Mistake #2: You've Chosen the Wrong Business Category (And It's Killing Your Visibility)

The Problem: Your primary category tells Google what kind of business you are, which directly impacts when and where your profile appears in search results. Choose something too broad (like "Consultant" instead of "Marketing Consultant") and you'll drown in irrelevant competition. Pick the wrong category entirely, and you might as well be invisible.

Many service businesses make the mistake of thinking broader is better - it's not. Google's algorithm is sophisticated enough to understand specificity, and it rewards businesses that clearly communicate what they do.

The Fix:

• Choose your primary category based on what customers would actually search for, not what sounds most impressive

• Add secondary categories that reflect additional services you genuinely offer

• Think like your customer - if you're a plumber who also installs boilers, use both "Plumber" and "Boiler Installation Service" categories

• Avoid categories that don't match your actual services - it might seem clever, but Google will catch on

Mistake #3: Your Photos Look Like They Were Taken During a Solar Eclipse

The Problem: Listings with quality photos receive significantly more clicks and views than those with poor or missing images. Your photos are often the first impression potential customers have of your business, yet many service providers upload blurry, outdated, or downright terrible images that make them look unprofessional.

Here's what's worse - if you don't upload photos, Google might use random images from around the web or customer uploads that don't represent your business well.

The Fix:

• Upload high-quality, well-lit photos of your team, your workspace, and your work in action

• Show your personality - behind-the-scenes shots of your team working create trust and connection

• Update regularly - fresh photos signal to Google that you're an active business

• Include photos of your actual work - before/after shots for contractors, team meetings for consultants, happy clients for service providers

• Don't forget your logo as your profile photo - it helps with brand recognition

Mistake #4: You've Stuffed Your Business Name Full of Keywords (And Google Knows)

The Problem: Some business owners think they're being clever by adding keywords like "Best Accountant in Manchester" or "24/7 Emergency Plumber" to their business name. What they don't realise is that this violates Google's guidelines and can get their entire profile suspended or removed from search results.

Google's 2025 algorithms are incredibly sophisticated at detecting this kind of manipulation, and the penalties are swift and brutal.

The Fix:

• Use only your real, legal business name - full stop, no exceptions

• Let your business description, services, and categories do the keyword work - that's what they're there for

• If you've already stuffed keywords into your name, change it back immediately and wait for Google to approve the edit

• Trust the system - Google gets all the context it needs from your properly filled-out profile without keyword manipulation

Mistake #5: Your Address Situation Is Dodgy (Even If You Don't Mean It to Be)

The Problem: Location confusion comes in two flavours, both problematic. First, some businesses try to game the system by listing fake addresses in areas they want to rank for. Second, service-based businesses that travel to customers often display their home address when they should be hiding it and focusing on service areas instead.

Both scenarios confuse customers and can hurt your ranking.

The Fix:

• If customers visit you, keep your address visible and accurate

• If you travel to customers, hide your address in your profile settings and add service areas instead

• List genuine service areas where you actually provide services - be specific with postcodes or town names

• Never use fake addresses - Google will catch you, and the penalty isn't worth the risk

• For home-based businesses, consider using a virtual office address if having a professional address matters for your industry

Mistake #6: You Set It and Forgot It (The Digital Equivalent of Neglect)

The Problem: Your Google Business Profile isn't a "set it and forget it" digital business card - it's a living, breathing representation of your business that needs regular attention. Inactive profiles lose visibility over time because Google's algorithm prioritises businesses that demonstrate they're active and engaged.

An abandoned profile sends signals that you might not be actively serving customers, which is the last message you want to send to potential clients.

The Fix:

• Post regular updates about your services, achievements, or industry insights (aim for at least once a fortnight)

• Add new photos regularly to show your business is active and evolving

• Respond to all reviews - both positive and negative - within a few days

• Update your services list when you expand or change what you offer

• Keep seasonal information current - holiday hours, special services, temporary changes

• Add new products or services as soon as you start offering them

Mistake #7: You Never Actually Verified Your Profile (So Nobody Can Find You)

The Problem: This might be the most devastating mistake of all. Many business owners assume that because they can see their profile in their Google dashboard, it's live and visible to customers. Not true. Without verification, your profile won't appear in Google Maps or local search results - making you essentially invisible to potential customers.

It's like having a shop but forgetting to unlock the front door.

The Fix:

• Complete Google's verification process immediately - this typically involves video verification for most businesses in 2025

• Prepare for video verification by having your business registration documents, proof of address, and ID ready

• Be patient - verification can take a few days, but it's absolutely crucial

• Contact Google support if you're having verification issues rather than giving up

• Once verified, maintain your verification status by keeping your information accurate and following Google's guidelines

The Secret Sauce: Optimisation Details That Set You Apart

Beyond fixing these seven critical mistakes, there are additional optimisation opportunities that can give you an edge over competitors who are only doing the basics.

Business Attributes: Don't overlook adding relevant attributes like wheelchair accessibility, parking options, Wi-Fi availability, or payment methods accepted. These help customers qualify themselves before contacting you and give Google more context about your services.

Service Descriptions: Use the services section to be specific about what you offer. Instead of just "Plumbing," list "Emergency Plumbing," "Bathroom Installation," and "Boiler Repairs" as separate services.

Q&A Section: Proactively add frequently asked questions and answers. This helps potential customers get immediate information and shows Google you're providing comprehensive service information.

Your Next Steps

Here's your action plan for the next seven days:

1. Today: Audit your NAP information across all platforms

2. Day 2: Review and fix your business categories

3. Day 3: Upload fresh, high-quality photos

4. Day 4: Clean up your business name if needed

5. Day 5: Sort out your address and service area settings

6. Day 6: Create a content calendar for regular updates

7. Day 7: Complete verification if you haven't already

Remember, whilst your competitors are probably making most (if not all) of these mistakes, you're about to leapfrog ahead of them with a properly optimised Google Business Profile. The best part? These fixes are all free - they just require a bit of time and attention to detail.

Your future customers are searching for your services right now. Make sure they can actually find you when they do.