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A Listing Is Not a Strategy
Thousands of businesses create a Google Business Profile (GBP) and expect instant results—calls, foot traffic, and a flood of reviews. But in reality, most GBP listings fail to rank well, attract few clicks, and deliver little ROI.
The problem? Having a profile isn’t the same as optimizing it.
In this post, we’ll break down the most common reasons Google Business Profiles fail and give you the fixes that actually work—based on what’s working right now in 2025.
1. You Claimed It, But Never Optimized It
Just claiming your Google Business Profile is only step one. Google needs consistent, complete, and current information to understand your business.
Common Mistakes:
- Missing categories or selecting the wrong ones
- No business description or using generic language
- Low-quality or outdated images
- No services listed
- Irregular posting activity
The Fix:
Complete every section—accurately and thoroughly. Use real photos, add every relevant service, and keep your profile active by posting updates at least weekly.
2. Your Categories Don’t Match Search Intent
Google uses categories to decide where your business should show up. If you’re using vague or inaccurate categories, you’re sending the wrong ranking signals.
Example: A “Marketing Consultant” might rank poorly if they chose “Advertising Agency” instead of “Internet Marketing Service.”
The Fix:
Use the exact primary category that reflects your core service. Then, add 2–4 supporting secondary categories. Tools like PlePer and GMBSpy (or GBP Support services!) can help you see what your top-ranking competitors use.
3. You’re Not Getting Enough Reviews (Or the Right Kind)
Google reviews aren’t just for show—they’re a key ranking factor. Businesses with frequent, detailed, and positive reviews tend to outperform those with fewer or lower-quality reviews.
What Goes Wrong:
- Not actively requesting reviews
- Reviews lack keywords or details
- Bad reviews go unaddressed
The Fix:
Create a simple review request process. Train your staff to ask after service is completed, and respond to every review—good or bad. Encourage customers to mention specific services or locations in their review text.
4. You’re Ignoring Posts, Photos, and Q&A
An inactive GBP tells Google you may not be open or relevant. When you leave features like Posts, Photos, and Q&A blank, your profile looks stale.
The Fix:
- Post weekly offers, updates, or behind-the-scenes photos
- Upload new photos regularly, including interiors and team shots
- Add and answer common customer questions in the Q&A section
This shows Google (and your audience) that your business is active, engaged, and trustworthy.
5. You’re Competing in a Spammy Market—And Not Fighting Back
Some industries (like HVAC, locksmiths, and law firms) are flooded with fake or keyword-stuffed listings. If you’re not optimizing strategically, you’ll get buried—even if you’re legit.
The Fix:
- Use your exact business name (don’t stuff with keywords)
- Report spammy listings via Google’s Redressal Form
- Build local citations and backlinks to boost authority
And don’t forget: your proximity to the searcher also matters—so ensure your service area and address info are properly set.
6. Your Website and GBP Don’t Match
Google cross-checks your GBP info with your website. If your NAP (Name, Address, Phone number) or services don’t match, it lowers your trust score.
The Fix:
Make sure your website has:
- The exact same business name, address, and phone number as your GBP
- A dedicated contact page
- A services or service area page that matches your GBP categories
Bonus: Embed a Google Map on your site to reinforce the connection.
7. You Set It and Forgot It
Google prioritizes businesses that actively manage and maintain their GBP. An untouched profile slowly sinks in rankings—even if it was once optimized.
The Fix:
- Update your hours seasonally
- Post updates, promos, or events weekly
- Monitor and respond to new reviews quickly
- Track performance in GBP Insights or use tools like BrightLocal
Consistency is the name of the game.
Final Thoughts: Turn Failure Into Visibility
If your Google Business Profile isn’t driving calls or views, it’s not a lost cause. It’s just under-optimized.
The good news? Fixes don’t require big budgets—just attention to detail, a consistent strategy, and sometimes a helping hand.
At GBP Support, we help Canadian small businesses turn underperforming listings into local lead magnets. Ready to stop being invisible?
👉 Book your free discovery call and let’s get your profile back on track.