5 Key Reasons Your Google Business Profile Isn’t Ranking (and How to Fix Them)

Updated October 2025

If your Google Business Profile (GBP) isn’t showing in the local 3-pack, it’s usually down to a few fixable issues. This guide explains why your Google Business Profile isn’t ranking and shows exactly how to fix it.

Prefer the done-for-you route? Our Google Business Profile optimisation service finds the blockers and implements a simple monthly rhythm so you stay visible.

Quick diagnosis (60 seconds)

• Search your best term + area (e.g., “service Kilmarnock”).
• Note the 3-pack competitors’ primary category, review count/recency, and if they post photos.
• Open your Insights: Calls / Directions / Website clicks in the last 28 days.

Why Your Google Business Profile Isn’t Ranking

1) Categories don’t match buyer intent

Your primary category is a major relevance signal. A vague or wrong primary quietly throttles visibility.

Fix: choose one precise primary customers actually type (e.g., Roofing Contractor vs Contractor). Add 2-4 relevant secondary categories no padding. Re-check quarterly.

Related: full GBP optimisation checklist.

2) Thin Services and weak landing page

If Services are empty (or your website page is generic), Google can’t match you to high-intent queries and visitors won’t convert.

Fix:

• Add 5–7 Services with 40–80-word descriptions (benefit-led; price/range if suitable).
• Point GBP’s Website field to a local service page with service+area H1, proof above the fold (stars/testimonials), benefits, and a clear Book Consultation CTA.

See also: GBP overview: get to the top of search

3) Not enough recent reviews (or slow replies)

Reviews drive prominence (a ranking factor) and conversions. A steady trickle beats occasional bursts.

Fix: use a simple reviews system: ask at job sign-off via SMS/email, follow up once at 48-72h, and reply to every review within 48h.

Deep dive: How to generate fantastic Google Business Profile reviews

4) Dormant profile (no Posts, photos, or short videos)

Inactive profiles fall behind engaged competitors.

Fix:

• Weekly Post (tip/offer/case study) with a clear CTA.
• Add 3-5 photos or a 10–20s vertical clip monthly (people at work, results, storefront).
• Use clear captions (e.g., “Flat roof repair in Glasgow”) no need for EXIF geotagging.

5) NAP inconsistency, duplicates, or suspensions

Mismatched Name, Address, Phone, duplicate listings, or policy issues will block rankings.

Fix:

• Lock one Name-Phone-URL format and mirror it on Bing Places, Apple Business Connect, Yell, Thomson Local, Scoot, 192.com, Facebook, LinkedIn.
• Merge/remove duplicates; if suspended, correct the issue and appeal with evidence (signage, invoices, utility bill).

What about proximity?

Distance matters. If you’re far from the searcher, focus on strong reviews, photos/posts cadence, and a better local landing page. For service-area coverage, create useful location pages (not boilerplate) and keep building proof.

30-minute monthly routine (keeps rankings moving)

• Week 1 (10 min): Publish one Update Post with a CTA.
• Week 2 (10 min): Add 3-5 photos or a short clip.
• Week 3 (5 min): Send review requests; reply to all reviews.
• Week 4 (5 min): Check Insights (Calls/Directions/Website clicks, top queries) and adjust next month.

Stuck? Our Google Business Profile optimisation service handles setup and the weekly rhythm for you.

A) Reason-by-Reason Fix Checklists

1) Categories don’t match buyer intent
Diagnose: Compare your primary category with the top 3 competitors in the 3-pack.
Fix: Set one precise primary (what customers actually type). Keep 2-4 relevant secondaries; prune the rest. Re-check quarterly.

2) Thin Services and weak landing page
Diagnose: Services empty/short; GBP links to a generic homepage.
Fix: Add 5–7 Services with 40-80-word descriptions (benefit + audience + price/range if suitable). Point GBP to a local service page with service+area H1, proof above the fold, testimonials, and a clear Book Consultation CTA.

3) Not enough recent reviews (or slow replies)
Diagnose: Few new reviews in the last 60 days; owner replies take >48h.
Fix: Ask at job sign-off via SMS/email, follow up once at 48–72h, and reply to every review within 48h.

4) Dormant profile (no Posts/photos/short videos)
Diagnose: Last Post >30 days; library is mostly stock photos.
Fix: Weekly Post (tip/offer/case study) + monthly 3–5 photos or a 10–20s clip of real work; use clear captions (e.g., “Flat roof repair in Glasgow”).

5) NAP inconsistency, duplicates or suspensions
Diagnose: Name/Phone/URL differ across GBP, website, Bing/Apple/Yell; old listings exist.
Fix: Lock one Name–Phone–URL format; update Bing Places, Apple Business Connect, Yell, Thomson Local, Scoot, 192.com, Facebook, LinkedIn. Merge/remove duplicates. If suspended, fix the policy issue and appeal with evidence (signage, invoices, utility bill).

B) Proximity & Coverage (what you can and can’t change)

You can’t move closer to the searcher, but you can strengthen relevance/prominence: reviews cadence, posts/photos rhythm, and a better local landing page. For wider coverage, create useful location pages (not boilerplate): unique intro, service specifics for that area, proof, and a CTA.

C) 30-Minute Monthly Routine (keeps rankings moving)

• Week 1 (10 min): Publish one Update Post with a CTA.
• Week 2 (10 min): Add 3–5 photos or a short clip.
• Week 3 (5 min): Send review requests; reply to all reviews.
• Week 4 (5 min): Check Calls / Directions / Website clicks and top queries in Insights; adjust next month.
  Quarterly: sanity-check categories, services, hours, attributes.

D) Mini Case Study (Kilmarnock example)

A service business in Kilmarnock had Contractor as the primary category, thin Services, and no Posts. We corrected the primary to Roofing Contractor, added service descriptions, started a weekly Post, and implemented a review routine (3–4/month). In eight weeks they began appearing for “[service] Kilmarnock” and saw lifts in calls and direction requests. Consistency beats one-off sprints.

E) Citations & NAP (UK essentials)

Reinforce trust with consistent listings: Bing Places, Apple Business Connect, Yell, Thomson Local, Scoot, 192.com, Facebook Page, LinkedIn Company Page, Yelp UK. Use the exact same business name, phone and homepage URL as your GBP. If hours change, update GBP first, then mirror.

Ranking Recovery Timeline (quick expectations)

Most profiles move in 2–8 weeks once you fix categories, Services + landing page, review cadence, and activity.

• Week 1–2: verification/cleanup, categories set, Services added, landing page tuned.
• Week 3–4: weekly Posts + fresh photos; first new reviews.
• Week 5–6: impressions and “Directions/Calls” rise in Insights.
• Week 7–8: start appearing for more “[service] + area” queries; keep the monthly routine.

5-Minute Competitor Gap Check

Pick the top 3 in the 3-pack for your main term. Note: primary category, review count/recency, last Post, photo freshness, and their landing page quality. Close the gaps you can this week (categories, Services, Posts/photos, review requests, stronger landing page).

If you want to keep rolling, say the word and I’ll drop the Post #6 paste-pack (“Google Business Profile optimisation Kilmarnock”) with SEO title/meta, links, FAQs, images, and checklist ready to paste.

Conclusion

Most “not ranking” issues come back to categories, services + landing page, reviews cadence, activity, and data consistency. Fix those and you’ll see more map visibility, calls, and consultations

especially across Kilmarnock, Ayrshire and Glasgow.

Next steps:

• Top 10 GBP mistakes to avoid
• Full optimisation checklist
• Or talk to us: Google Business Profile optimisation service →

FAQs

Google Business Profile guidelines to Google’s Help Centre.