Incomplete Profiles
Leaving sections empty or partially filled reduces ranking potential and provides less information to potential customers.Missing business hours
Missing business hours
Listings without hours may not appear for “open now” searches. Customers cannot tell when to visit or call.Fix: Enter complete hours for all days. Add special hours for holidays.
No business description
No business description
The description helps Google understand the business and appears in search results.Fix: Write a clear 750-character description covering services, service area, and differentiators. See Optimizing Your Profile.
Missing or low-quality photos
Missing or low-quality photos
Listings without photos receive fewer clicks. Poor-quality photos harm credibility.Fix: Upload at least 10 professional-quality photos covering exterior, interior, team, and work examples.
Only primary category selected
Only primary category selected
Secondary categories expand which searches the listing appears for.Fix: Add all relevant secondary categories. A title company might add “Escrow Service” and “Notary Public” if those services are offered.
Services section empty
Services section empty
The services section provides detailed information for both consumers and search algorithms.Fix: Add all services with descriptions. Organize into logical categories.
No attributes selected
No attributes selected
Attributes help consumers filter businesses and add detail to the listing.Fix: Select all accurate attributes including ownership type, accessibility, and service options.
A complete profile ranks better and converts more views to actions. Profile completeness is one of the simplest optimization improvements to make.
Inconsistent Information
Information that does not match across platforms or within the listing itself creates confusion.NAP Inconsistencies
| Problem | Example | Impact |
|---|---|---|
| Name variations | ”Smith Title” vs “Smith Title Company” | Search engines may see as different businesses |
| Address format differences | ”Suite 200” vs “Ste 200” vs “#200” | Creates inconsistency signals |
| Multiple phone numbers | Different numbers on GBP vs website | Confuses consumers and algorithms |
Information Conflicts Within GBP
- Hours on GBP do not match hours on website
- Address shows differently in different sections
- Service area does not include actual service locations
- Categories do not match services listed
Ignoring Reviews
Failing to engage with reviews hurts both rankings and reputation.Not Responding
Unanswered reviews, especially negative ones, suggest disengagement or inability to resolve issues
Slow Responses
Delayed responses to negative reviews allow the narrative to stand unchallenged for longer
- Arguing publicly: Defensive responses make the business look bad regardless of who is right
- Generic responses: Copy-paste responses to all reviews appear insincere
- Not encouraging reviews: Waiting for organic reviews results in slower accumulation
- Incentivizing reviews: Offering rewards for reviews violates Google’s policies
Guideline Violations
Policy violations can result in listing suspension. Some violations are obvious; others are common practices that actually violate guidelines.Keyword Stuffing in Business Name
| Wrong | Right |
|---|---|
| Smith Title Company - Best Title Insurance Baltimore | Smith Title Company |
| Smith Title Company ★★★★★ | Smith Title Company |
| Smith Title Company (Se Habla Español) | Smith Title Company |
Fake or Misleading Information
- Creating listings for locations that do not exist
- Using virtual office addresses without physical presence
- Setting service areas beyond actual operating range
- Selecting categories for services not actually offered
Manipulating Reviews
- Buying fake reviews
- Offering incentives for positive reviews
- Selectively asking only happy customers for reviews
- Posting reviews from employees without disclosure
- Using review exchange services
Duplicate Listings
- Creating multiple listings for the same location
- Creating separate listings for each service instead of using services section
- Maintaining listings for closed locations
Google may not catch violations immediately, but penalties can apply retroactively. Businesses have had years of review history removed after policy violations were discovered.
Neglecting the Listing
GBP requires ongoing attention, not just initial setup.Signs of Neglect
- Last photo uploaded years ago
- Holiday hours never updated
- No posts in months
- Unanswered questions in Q&A section
- Suggested edits accepted by Google without review
Consequences of Neglect
- Profile staleness signals to algorithms
- User-suggested edits may change information incorrectly
- Competitors’ listings appear more active and trustworthy
- Missed opportunities to engage with potential customers
Fixing Mistakes
Most mistakes can be corrected:1
Audit the profile
Review every section of the GBP listing for errors and omissions.
2
Prioritize fixes
Address guideline violations first, then NAP consistency, then completeness.
3
Make corrections
Update information through the GBP dashboard. Changes may take hours to days to reflect.
4
Monitor results
Watch for suggested edits that revert changes. Confirm fixes remain in place.
5
Establish maintenance routine
Prevent future issues with regular monitoring.
Pro Tab Complete
This section covered the foundations of local search visibility:Local Search
How consumers find businesses and how search is evolving
Business Listings
Managing listings across platforms for consistency
Google Business Profile
Optimizing the most important listing platform