In today’s competitive online environment, your Google Business Profile (GBP) is one of the most crucial tools to increase your visibility and drive traffic to your business. A properly optimised profile allows you to engage with customers, show up in local search results, and appear on Google Maps. However, it’s all too easy to make mistakes when setting up or managing your Google Business Profile, which could hurt your visibility, lead to missed opportunities, or even result in your listing being suspended.
In this article, we’ll explore some of the most common mistakes people make with their Google Business Profile, and how to avoid them to ensure your profile is fully optimised for the best results.
1. Leaving Your Profile Incomplete
One of the biggest mistakes you can make with your Google Business Profile is leaving it incomplete. It’s tempting to quickly verify your profile and call it a day, but an incomplete profile misses key opportunities to rank and engage with potential customers.
A fully optimised profile includes the following elements:
- Business Name: Ensure that your business name is accurate and consistent with your branding. Avoid keyword stuffing (e.g. “Joe’s Plumbing – Best Plumbing in London”), as this can be seen as spammy and may get you penalised.
- Business Category: Selecting the correct business category is essential. Choose the primary category that best represents what you offer. You can also add secondary categories, but don’t overdo it. Make sure they’re relevant and specific to your services.
- Business Address and Contact Information: Ensure your address, phone number, and website URL are correct. Inaccurate contact information leads to frustrated customers and a poor user experience.
- Hours of Operation: Make sure your hours are updated regularly. If you’re closed for holidays or special events, update your hours to reflect that information.
- Photos and Videos: Add photos that represent your business. This could include images of your storefront, your team, products, or services. Including videos, if possible, can significantly improve user engagement. Regularly update your media to keep it fresh and relevant.
- Business Description: Write a compelling, concise business description. Focus on what makes your business unique and how you help customers. Include keywords naturally to improve SEO but avoid keyword stuffing.
2. Ignoring Reviews or Failing to Respond to Them
Reviews are an essential part of your Google Business Profile. Not only do they help you build trust with potential customers, but they also play a role in ranking in local search results. Ignoring reviews, whether positive or negative, is a huge mistake.
Here’s what you should do:
- Request Reviews: Encourage satisfied customers to leave reviews on your Google Business Profile. The more positive reviews you get, the higher your profile will rank.
- Respond to Reviews: Responding to reviews shows customers that you care about their feedback and are committed to improving your service. Always respond professionally, even to negative reviews. Address concerns politely, apologise if necessary, and offer a solution or invitation to discuss further.
- Monitor Reviews Regularly: Set up notifications to alert you whenever a new review is posted. Staying on top of reviews ensures you never miss an opportunity to engage with customers.
3. Not Adding Accurate Business Hours
Incorrect or inconsistent business hours are another common mistake that can damage your GBP ranking. Google uses your business hours to determine when you are open and available to customers. If your hours are inaccurate, you may lose potential customers who visit your profile and find that you’re closed.
To avoid this mistake, ensure:
- Accurate Hours: Your hours should reflect when you’re open for business. This includes adjusting for holidays or special events. Google allows you to set specific hours for holidays in advance, so be proactive.
- Consistency: Make sure your hours on your website and Google Business Profile match. Inconsistencies can confuse customers and affect your search engine rankings.
- Holiday Hours: If your hours change during holidays or special events, make sure these changes are reflected on your GBP to avoid disappointed customers.
4. Not Using Google Posts
Google Posts allow you to share updates, offers, events, and news directly on your Google Business Profile. Many businesses ignore this feature, missing out on an excellent way to engage with customers.
You can post the following types of content:
- Special Offers or Promotions: Share discounts, limited-time offers, or promotions directly through your profile.
- Events: If you’re hosting an event or sale, create a post to highlight the event. These posts show up in your business profile and can encourage more interaction.
- Business Updates: Share relevant news, such as new services or product launches, and other important updates that might interest your audience.
- Visual Content: Include images, videos, or other media in your posts to make them more engaging.
Google Posts are shown in local search results and on Google Maps, which can directly influence customers’ decisions.
5. Overlooking the Importance of NAP Consistency
NAP stands for Name, Address, and Phone number, and it’s a crucial component of local SEO. Google uses your NAP information across the web to understand the legitimacy and relevance of your business. If your NAP details are inconsistent on different platforms (such as your website, Google Business Profile, Yelp, or Facebook), it can negatively impact your rankings.
To avoid this issue:
- Ensure Consistency: Your NAP should be the same everywhere it appears online. Double-check that your address, phone number, and business name match exactly on your website, your Google Business Profile, and other online directories.
- Avoid Abbreviations: Stick to full versions of your business name and address. For example, don’t use “St” instead of “Street,” unless it’s part of your official address.
- Use Structured Data: Implement structured data (schema markup) on your website to ensure Google recognises your business details correctly.
6. Neglecting the Use of Services and Products Features
Google Business Profile allows businesses to add a list of their products or services. Many businesses fail to use this feature, missing out on an opportunity to showcase what they offer directly in the search results.
By listing your products or services, you make it easier for potential customers to understand what your business provides without needing to leave the search results. You also improve your local SEO by associating specific offerings with relevant search terms.
Here’s what you should do:
- Add Services or Products: Regularly update your services or product offerings on your GBP.
- Use Keywords in Descriptions: Incorporate relevant keywords naturally into your service and product descriptions to help your business show up for those search terms.
7. Failure to Keep Your Profile Updated
Google Business Profiles require ongoing maintenance. Your business evolves, and so should your profile. Outdated information such as old phone numbers, irrelevant photos, or expired offers can drive customers away.
Be proactive about:
- Regular Updates: Regularly check your profile for any outdated information and make changes accordingly.
- Update Seasonal or Temporary Information: If your services, hours, or offers change seasonally, make sure your GBP reflects these updates.
- Stay on Top of New Features: Google continually rolls out new features for GBP. Stay up to date with any new options that may help you engage with customers and enhance your profile.
8. Ignoring Insights and Analytics
Google Business Profile provides valuable insights into how customers are interacting with your profile. These analytics can provide critical information on search queries, website visits, phone calls, and direction requests. Ignoring these insights means missing out on important data that can help you refine your marketing strategies.
Monitor your GBP insights regularly to:
- Identify which keywords are driving traffic.
- Understand how customers find and engage with your business.
- Fine-tune your content and posting strategy based on the data.
Conclusion
Your Google Business Profile is an essential tool for local SEO and business success. By avoiding these common mistakes and focusing on a complete, consistent, and engaging profile, you can greatly increase your chances of standing out in search results and attracting new customers. At Algo Digital, we specialise in optimising Google Business Profiles for businesses just like yours. If you’re ready to take your GBP to the next level and improve your local SEO rankings, contact us today!
