Your Google Business Profile (GBP) is one of the most powerful tools for improving your local SEO. In an increasingly competitive digital marketplace, optimised GBP can distinguish between being visible to potential customers or being buried among competitors. However, many businesses unknowingly make crucial mistakes that negatively impact their local search rankings. These Google Business Profile mistakes can reduce your visibility in search results, ultimately harming your business’s bottom line.
This post will explore UK-based businesses’ top 10 Google Business Profile mistakes. Whether you’re a small business owner or a large local service provider, avoiding these mistakes is crucial to improving your online presence. By the end of this post, you’ll understand the common pitfalls and be equipped with strategies to avoid them. Plus, if you’re unsure how to fix these issues, we’ll offer a simple solution—my professional Google Business Profile optimisation service can take care of all the hard work for you.
Mistake 1. Incomplete or Incorrect Business Information
Your Google Business Profile is like a digital business card, and the first step in ensuring your profile is fully optimised is completing your business information accurately—businesses with complete or correct information risk losing the trust of Google and potential customers. NAP (Name, Address, and Phone Number) details must be consistent on your Google Business Profile and across all platforms. Suppose your business is listed with different addresses or phone numbers elsewhere online. In that case, Google’s algorithm may flag this inconsistency as a red flag, reducing your local rankings.
Additionally, your information needs to be included, such as your website link, business hours, or service areas, or it may be missing. In that case, potential customers may get frustrated and go elsewhere. In the UK, where competition in local search can be fierce, especially in densely populated areas, you need to pay attention to these details to ensure your chances of attracting local customers. Ensuring that your business information is up-to-date and correct is an easy win in the battle to boost your local SEO and avoid Google Business Profile mistakes.
Mistake 2. Not Verifying Your Google Business Profile
One of UK business owners’ most fundamental Google Business Profile mistakes is not verifying their profile. An unverified GBP needs more visibility in search results. Google may treat the information you provide with authority differently from verified listings. Verification establishes your business’s legitimacy in the eyes of both Google and potential customers. Businesses that still need to verify their profile might not appear in local pack results, which can significantly reduce their chances of attracting local traffic.
Verifying your profile is a simple yet essential step. With millions of small and medium-sized enterprises (SMEs) vying for local attention in the UK, standing out in local search results is critical. Verifying your Google Business Profile ensures that your business gets adequately listed and ranks better, thus helping customers find you easily. You must confirm your GBP to ensure you are in a safe position, and Google Business Profile mistakes where your competitors may outrank you with little effort.
Mistake 3. Ignoring or Underusing Google Posts
Google Posts offers a unique opportunity to engage with your customers in real time. It allows you to share promotions, upcoming events, or special announcements directly within your Google Business Profile, which appears in search results. However, many business owners in the UK need to pay more attention to this feature or utilise it effectively. Regularly posting relevant and timely content can make your profile more engaging and fresh, improving your local rankings.
Ignoring Google Posts is one of the more subtle Google Business Profile mistakes that UK businesses make, and it can hurt your local visibility. Regularly updating your GBP with posts encourages engagement from potential customers and signals to Google that your business is active and relevant. This can improve your standing in local search results—don’t take advantage of this simple way to boost your visibility and draw more traffic to your business.
Mistake 4. Neglecting Reviews (Or Not Responding to Them)
In the UK, over 90% of consumers read reviews before purchasing, so paying attention to the review section of your Google Business Profile can be a costly mistake. Reviews are a significant factor in how your business is ranked locally. When determining your position in local search results, Google considers the quantity and quality of reviews. One common mistake is failing to encourage satisfied customers to leave reviews, leaving your profile inactive.
Equally damaging is failing to respond to reviews—whether positive or negative. Responding to reviews shows potential customers that you care about your customer’s experiences, and it also signals to Google that you’re actively managing your online presence. In the UK, where customer service expectations are high, responding to reviews can set your business apart. Don’t let these Google Business Profile mistakes lower your ranking and damage your reputation.
Mistake 5. Inaccurate Business Categories
Selecting the right business category for your Google Business Profile is vital. Yet, many UK business owners choose the wrong category or skip this step altogether. Google uses your business category to determine which searches your business should appear. If you select an irrelevant category, you might appear for searches that have nothing to do with your services, which can confuse potential customers and hurt your local rankings.
This is one of the most common Google Business Profile mistakes, which can seriously impact your visibility. For example, suppose you run a roofing business but select “general contractor” as your primary category. In that case, you might miss out on valuable local searches, explicitly looking for roofing services in your area. By selecting accurate and relevant categories, you ensure that your business appears in the correct local searches and is more likely to attract relevant traffic.
Mistake 6. No Business Description or a Poor One
The business description section of your Google Business Profile is an opportunity to introduce your business to potential customers and give Google some essential information to use when ranking your profile. Many UK business owners either leave this section blank or provide a vague, keyword-stuffed description that must be communicated more effectively about what their business does. This is one of the easiest Google Business Profile mistakes to fix. Still, it’s also one that can significantly hurt your local rankings if ignored.
A well-written business description should be clear and concise and include relevant keywords that potential customers might use when searching for services like yours. Avoid the temptation to stuff keywords, which can appear spammy to users and create Google Business Profile mistakes. Instead, focus on naturally incorporating essential details about your business, such as your services, unique selling points, and why customers should choose you over competitors.
Mistake 7. Not Adding Photos or Using Low-Quality Images
In a visual-first world, the absence of high-quality images on your Google Business Profile is a serious mistake. Studies show that businesses with photos receive 42% more requests for directions and 35% more clicks to their websites than those without. In the UK, where companies compete fiercely for local customers, not having photos—or worse, using low-quality images—can result in lost opportunities and reduced visibility in search results.
Uploading high-quality, relevant images of your business, products, or services can significantly impact how potential customers perceive your business. Google also tends to rank profiles with more images higher in local search results. Refrain from letting these common Google Business Profile mistakes hurt your rankings and cause potential customers to overlook your business. Invest in good-quality images to make your profile more attractive and engaging.
Mistake 8. Incorrect or Missing Hours of Operation
Your hours of operation are one of the most critical pieces of information on your Google Business Profile, yet it’s surprising how often UK businesses need to correct this. Having incorrect or outdated business hours is a common Google Business Profile mistake that can lead to frustrated customers and missed business opportunities. Imagine a customer showing up at your business only to find that you’re closed, despite what your GBP says—this is a surefire way to lose trust.
Regularly updating your business hours, especially around bank holidays or special events, is essential. Google considers business hours when ranking local search results, so profiles with accurate and frequently updated information tend to rank better. Don’t let a mistake like incorrect hours hurt your local rankings and frustrate potential customers.
Mistake 9. Failing to Use UTM Codes or Track Analytics
One of the biggest Google Business Profile mistakes UK business owners make is not tracking the effectiveness of their profile through analytics. Using UTM (Urchin Tracking Module) codes lets you track how much traffic and engagement your GBP generates. Without UTM codes, you may be blind when understanding how your GBP contributes to your local SEO and overall marketing strategy.
Tracking analytics helps you identify which aspects of your profile work well and which areas need improvement. For example, you notice a lot of traffic from your Google Business Profile but few conversions. In that case, you may need to optimise your website or offer. Ignoring this data means missing valuable insights that could help improve your local rankings and overall business performance.
Mistake 10. Ignoring or Failing to Optimise Attributes
Google Business Profile attributes allow you to provide additional information about your business, such as whether you offer wheelchair accessibility, free Wi-Fi, or other specific services. In the UK, where customers often search for companies with particular amenities or features, optimising your GBP attributes can help you stand out in local searches. Failing to select relevant attributes is a common Google Business Profile mistake that can reduce your profile’s visibility and attractiveness to potential customers.
Adding and optimising attributes can improve both your user experience and local SEO. When people search for businesses with specific amenities, Google will show companies with selected relevant attributes. Be sure to catch up on appearing in these searches by failing to optimise this aspect of your Google Business Profile.
Conclusion
Your Google Business Profile is crucial in determining how visible your business is to local customers. By avoiding these common Google Business Profile mistakes, you can improve your local rankings and attract more customers to your business. From ensuring your information is accurate
In addition to regularly posting updates and engaging with reviews, small changes can significantly improve your local SEO.
Suppose you need help optimising your Google Business Profile or want to avoid these mistakes altogether. In that case, our professional GBP optimisation service is here to help. We can audit your profile, fix any issues, and ensure your business is fully optimised to appear in local searches. Don’t let these simple Google Business Profile mistakes hold your business back—contact me today to learn more about how we can help you improve your local rankings and grow your business.
