In six years of auditing local businesses, I have seen the same GBP mistakes repeated across hundreds of profiles. Most agencies set up the basics and move on. Here is what they miss – and why it costs their clients rankings.
Wrong Primary Category
The primary category is the most important GBP field. It signals to Google what your business fundamentally is. I regularly see plumbers categorised as ‘Contractor’, law firms as ‘Legal Services’, and HVAC companies as ‘Air Conditioning Repair’ when ‘HVAC Contractor’ or ‘Heating Contractor’ would be far more specific and valuable. Google’s category list has thousands of options. Use the most specific one that accurately describes your business.
Missing Secondary Categories
Most businesses have 3-5 relevant secondary categories they are not using. Each secondary category expands the keyword set you can rank for. A plumber who adds ‘Drain Cleaning Service’, ‘Water Heater Repair Service’, and ‘Sewer Line Service’ as secondary categories will appear for a much wider set of searches than one who only has ‘Plumber’.
No Services Listed
GBP has a dedicated Services section that most profiles leave empty. This is free real estate for keyword-rich content that directly tells Google what you offer. Fill it out completely with accurate descriptions.
Generic Business Description
The 750-character description is one of the only places on your GBP where you can write naturally for both humans and search engines. Most businesses write two vague sentences. Use all 750 characters, naturally include your primary keywords and service area, and write for the customer – not just for Google.
No Photo Strategy
Businesses with more photos get significantly more direction requests and website clicks according to Google’s own data. This is not just about having photos – it is about having the right photos: exterior shots from the street (so customers recognise you), interior shots, team photos, and images of your work. Update them regularly.
Ignoring Q&A
The Questions and Answers section of GBP is publicly editable – anyone can ask and answer questions. Most businesses do not monitor this, meaning incorrect information from strangers sits on their profile. Populate it yourself with the questions your customers actually ask, and answer them thoroughly.
No Response to Reviews
Responding to every review – positive and negative – is a direct ranking signal and a trust signal for potential customers. It shows Google that the business is active and engaged. I respond to every single review for my clients within 24 hours.
GBP is not a one-time setup task. It is an ongoing asset that requires regular attention. The businesses that treat it that way consistently outperform the ones that set it and forget it.