A Google Business Profile can significantly elevate your
local SEO efforts and online visibility, yet many businesses fail to maximize their profile's potential. Whether you're just setting up your profile or looking to optimize it, see how to avoid common mistakes so your business can stand out in
local search results.
1. Incomplete or Inaccurate Business Information
One of the top mistakes businesses make is failing to provide complete or accurate information on their Google Business Profile. This includes name, address, phone number (often referred to as NAP), and operating hours.
How to Fix It:
- Double-check your details: Make sure your NAP is consistent across all online platforms.
- Update regularly: If your hours change or you move locations, update your profile immediately.
- Utilize attributes: Highlight key details, such as wheelchair accessibility, parking options, or whether you're women-owned or LGBTQ+ friendly.
2. Ignoring Google Reviews
Reviews are a critical factor in both customer decision-making and local SEO rankings. Ignoring reviews, whether positive or negative, is a missed chance to engage with customers and improve your online reputation.
How to Fix It:
- Respond promptly: Thank customers for positive reviews and address any concerns made in negative ones. A thoughtful response can go a long way into turning a negative experience into a positive one.
- Encourage reviews: Ask satisfied customers to leave a review and make it easy for them by providing a direct link or QR code to your Google Business Profile.
3. Overlooking the Importance of Photos
Don't underestimate the value of uploading high-quality images of your business, products, or services. Profiles with photos receive more clicks, calls, and direction requests than those without.
How to Fix It:
- Showcase your business: Upload images of your storefront, interior, team, and products.
- Update regularly: Keep your photo gallery fresh by uploading new images periodically.
- Use videos: Experiment with videos to make your profile stand out even more. A short clip of your products or services in action can be highly engaging.
4. Choosing the Wrong Categories
The more accurate and detailed information you have on your profile, the better. Selecting the wrong business categories can confuse potential customers and reduce your visibility in relevant searches.
How to Fix It:
- Be specific: Choose primary and secondary categories that accurately describe your business. For example, if you run a seafood restaurant, use "Seafood Restaurant" instead of just "Restaurant."
- Regularly review categories: As your business evolves, make sure your selected categories reflect your current offerings.
5. Neglecting Post Updates
Share timely updates, offers, events, and more directly on your profile. Many businesses neglect the Google Posts feature, missing out on valuable engagement opportunities.
How to Fix It:
- Create regular posts: Schedule weekly or bi-weekly posts to keep your audience informed and engaged.
- Promote offers and events: Use Google Posts to highlight special promotions, sales, or upcoming events.
- Include visuals: Accompany your posts with eye-catching images or videos to increase engagement.
6. Failing to Include a Booking Link
One often-overlooked mistake on Google Business Profiles is failing to include a booking link. If your business offers reservations or requires appointments, not having a direct booking link can lead to missed opportunities and frustration for potential customers.
How to Fix It:
- Add a direct link: Ensure you provide a direct link to your online booking system or scheduling platform.
- Integrate with Google: If possible, connect your booking system directly with "Reserve with Google" to streamline the process further for users.
7. Failing to Utilize Insights
Google Business Profile provides valuable insights into how users find and interact with your profile. Many businesses don't review this data often, missing opportunities for improvement.
How to Fix It:
- Monitor performance: Regularly check your insights to see how many people are viewing your profile, clicking through to your website, or requesting directions.
- Adjust your strategy: Use insights to refine your approach, such as focusing more on popular services or locations.
8. Not Optimizing for Mobile
With
more than half of Google searches done on mobile, many users will view your profile on a mobile device. If your profile isn't mobile-friendly, you risk losing potential customers.
How to Fix It:
- Test on mobile devices: Make sure your profile looks good and functions properly on various mobile devices.
- Keep information concise: Mobile users prefer quick access to essential information. Ensure your business hours, contact info, and directions are easily accessible.
9. Ignoring Questions and Answers
Google allows users to ask questions directly on your profile, and it's essential to monitor and respond to them. Ignoring these questions can lead to missed opportunities or even misinformation.
How to Fix It:
- Monitor questions: Regularly check for new questions and provide clear, helpful answers.
- Preemptively add FAQs: If you notice the same questions being asked repeatedly in reviews or other customer interactions, add them to your profile's "Questions & Answers" section.
Maximize Your Presence on Google Search
Your Google Business Profile plays a crucial role in shaping the first impression for potential customers. By steering clear of these common pitfalls and enhancing your profile, you can attract more customers, boost your local search visibility, and expand your business.
Make it a habit to review and update your profile regularly to ensure it consistently represents your business accurately and continues to provide benefits.
This post was originally published in September 2020 and has been updated for accuracy and comprehensiveness.