Google Business Profile issues can make or break your local search visibility. You’ve probably set up your profile thinking you’re good to go, but there’s a lot more happening under the hood that could be sabotaging your results.
Most businesses are unknowingly making critical mistakes that directly hurt their local rankings and customer discovery. From verification problems to outdated information, these issues pile up fast and push you down in search results when potential customers are looking for what you offer.
1) Incorrect business category selection
You’re shooting yourself in the foot when you pick the wrong primary category for your Google Business Profile. Google uses your primary category as a major ranking factor, so if you’re a plumber but you’ve selected “contractor” instead of “plumber,” you’re missing out on tons of local search visibility.
The primary category tells Google exactly what your business does. When someone searches “plumber near me,” Google looks for businesses with “plumber” as their primary category first. You can’t just wing it and hope for the best.
Don’t get cute with your category selection either. If you run a pizza joint, don’t pick “Italian restaurant” thinking it sounds fancier. Pick “pizza restaurant” because that’s what people actually search for when they want pizza delivered at 11 PM.
2) Inconsistent NAP (Name, Address, Phone) info
Your NAP data is the backbone of your Google Business Profile, and when it’s inconsistent across platforms, Google gets confused about who you really are. This confusion tanks your local search rankings faster than you’d think.
You’ve probably got your business listed on dozens of sites without even realizing it. Your business name might show “Smith’s Pizza” on Google but “Smith Pizza Restaurant” on Yelp and “Smith’s Pizzeria” on Facebook. Same goes for your address and phone number.
Google’s algorithm is constantly cross-referencing your information across the web. When it finds conflicting data, it loses confidence in your business legitimacy. You’ll see your rankings drop and your profile might not even show up for local searches you should be dominating.
The fix isn’t glamorous, but it’s essential. Audit every single online listing you can find and make sure your business name, address, and phone number match exactly. Use the same format, punctuation, and abbreviations everywhere.
3) Unverified Google Business Profile
Your business might show up in search results, but without verification, you’re missing out on crucial features. An unverified profile can’t be edited or managed by you, which means customers see incomplete or outdated information.
You can’t respond to reviews, add photos, or update your hours without verification. This leaves your business looking abandoned and unprofessional to potential customers who stumble across it.
Google requires verification to prove you’re the legitimate owner of the business. Without it, you’re basically letting Google control your online presence while you sit on the sidelines watching competitors dominate with their fully optimized profiles.
4) Duplicate listings cluttering search results
Multiple Google Business Profile listings for your business create a nightmare scenario. You’ll find your own locations competing against each other in search results, confusing both Google and your customers.
When you’ve got duplicate listings floating around, Google can’t figure out which one’s legit. This splits your reviews, photos, and customer interactions across multiple profiles. Your main listing loses authority while fake or outdated duplicates steal clicks and confuse potential customers.
You’ll spot duplicates when customers mention they can’t find your correct hours or address. Sometimes old listings from previous locations stick around, or Google automatically creates profiles from online directory data. These ghost listings keep haunting your search presence, making you look unprofessional and unreliable to people trying to find you.
5) Outdated business hours displayed
Your Google Business Profile shows last year’s holiday hours or that old schedule when you closed early on Fridays. Customers show up expecting you’re open, but you’re locked up tight.
Google doesn’t automatically update your hours when you change them elsewhere. You’ve got to manually log in and fix them every single time. Even worse, Google sometimes reverts your hours back to old information if there’s conflicting data online.
Check your hours weekly, especially during holidays or seasonal changes. Update them immediately when you adjust your schedule, and make sure your website matches what’s on your profile.
6) Lack of high-quality photos
Your Google Business Profile photos can make or break a potential customer’s first impression. Blurry, dark, or outdated images tell customers you don’t care about your business presentation.
Google’s algorithm favors profiles with multiple high-quality photos. You’re missing out on better local search rankings when your photo gallery looks like it was shot with a flip phone from 2005.
Customers want to see what they’re getting before they walk through your door. Poor lighting, cluttered backgrounds, and pixelated images create doubt about your business quality and professionalism.
7) Ignoring customer reviews and responses
You’re shooting yourself in the foot when you don’t respond to customer reviews. Google’s algorithm notices when businesses actively engage with their customers through review responses.
Every review you leave hanging is a missed opportunity to show potential customers you care. Whether it’s a glowing 5-star review or a brutal 1-star complaint, your response tells the whole story about your business.
Your competitors who respond to reviews are getting better local rankings while you’re sitting on the sidelines. Google sees active engagement as a signal that you’re a legitimate, caring business that deserves higher visibility in local search results.
8) Using spammy keywords in business description
You’re killing your Google Business Profile when you stuff your description with repetitive keywords. Google’s algorithm can spot keyword stuffing from a mile away, and it’ll tank your rankings faster than you can say “best pizza restaurant.”
Your business description should read naturally for actual humans, not search bots. If you’re cramming “affordable plumber San Jose cheap plumbing services best plumber” into every sentence, you’re doing it wrong. Google wants to see authentic descriptions that tell customers what makes your business special.
The key is using your main keywords naturally while focusing on what sets you apart. Write about your services, experience, and what customers can expect when they choose you. One or two relevant keywords woven into genuine, helpful content will outperform keyword-stuffed garbage every single time.
9) Missing service area details
Your Google Business Profile isn’t showing customers where you actually serve, and that’s costing you leads. When you don’t specify your service areas, Google can’t match your business to potential customers searching in those locations.
You’re basically invisible to people who need your services but live outside your immediate business address area. If you’re a plumber serving three counties but only list your main office, you’re missing out on tons of local searches.
Set up your service areas properly in your profile settings. Add every city, neighborhood, or ZIP code where you provide services. Google uses this info to show your business in relevant local searches, so don’t leave money on the table.
