Every day, someone within 2 miles of your business types exactly what you do into Google. And every day, they call someone else.
Not because you suck. Not because your prices are too high. But because Google doesn’t know you exist. Or worse, it thinks you’re that weird placeholder listing with no photos, wrong hours, and a phone number from 2003.
I just helped a plumber discover he’d been invisible to “emergency plumber near me” searches for THREE YEARS. Three years of panicked homeowners with burst pipes calling his competition at 2am. All because his Google Business Profile was set up like shit. The man literally fixed the mayor’s toilet last month but couldn’t get found by regular people trying to give him money.
This is the dumbest way to lose business. And yet I see it every week. Good businesses hemorrhaging customers to mediocre competitors who just happened to click the right buttons in Google’s interface. So let’s fix your GMB profile before you become another cautionary tale about the pizza place that made amazing food but died because nobody could find their phone number.
What is a Google Business Profile Anyway?
GBP (formerly Google My Business, because Google can’t stop renaming stuff) is that box that pops up when you search for a local business. You know the one… it’s got the map, the hours, the phone number, and those little gold stars from reviews.
It looks like this:
Most business owners think it’s just a digital business card. Wrong. It’s the gatekeeper that decides if you show up in local search results at all. Especially in that prime real estate called the Local Pack… those 3 businesses Google shows right under the map.
Think about your own search behavior. When you need a plumber at 10pm because your bathroom is flooding, do you scroll through websites comparing mission statements? Hell no. You click the first business with decent reviews and a phone number.
That’s your customers too. And if your GMB isn’t set up right, you don’t exist in that moment of need.
The Setup Process That Won’t Make You Want to Punch Your Screen
First, Check If You Already Exist
Google might have already created a basic listing for your business. Search your business name and location. If something shows up with outdated info or no owner, that’s yours to claim.
To claim it:
- Go to business.google.com
- Search for your business
- Click “Claim this business”
- Prove you’re not some random weirdo trying to hijack a listing
If nothing shows up, you’re starting fresh. Go to business.google.com/create and follow the prompts.
Categories Matter More Than You Think
This is where I see businesses shoot themselves in the foot constantly. Your primary category is like telling Google “this is what I am” in language it understands.
Don’t pick “Restaurant” when you’re a pizza place. Don’t pick “Store” when you sell auto parts. Be specific. I helped a personal injury lawyer switch from “Law Firm” to “Personal Injury Attorney” and their calls doubled in three weeks.
You get one primary category and up to 9 additional ones. Use them wisely. But that primary one? That’s your identity in Google’s eyes.
The Address Situation
Got a storefront? Use your exact address. And I mean exact. If your business cards say “Suite 200” then your GMB better say “Suite 200” too. Google cross-references this stuff everywhere.
Run a service business from home? Select “I deliver goods and services to my customers” and hide your address. Then add the areas you actually service. Don’t get cute and claim you service the entire state. Google knows you’re not driving 300 miles to fix someone’s AC.
Verification Is Annoying But Necessary
Google needs to verify you’re real. Usually they mail a postcard with a code. Sometimes they’ll call or do video verification.
The postcard takes 1-2 weeks. Yes, it’s annoying. No, there’s no magic workaround. Just wait for the postcard.
Making Your Profile Not Suck
Getting verified is step one. Now you need to make your profile worth finding.
Photos (More Than You Think You Need)
Businesses with tons of photos get way more engagement. Not because photos magically improve SEO, but because people like to see what they’re getting into.
Upload photos of:
- Your actual storefront (not some stock photo of a building)
- Your team doing actual work
- Your products or results
- Your workspace or equipment
- Happy customers if you have permission
One HVAC company I know uploads before/after photos of every install. Boring? Maybe. But homeowners eat that up because it shows they do clean, professional work.
Your Business Description
You get 750 characters to explain what you do. Don’t waste it on corporate speak. Write like you’d explain your business to someone at a bar.
Bad: “We are a trusted provider of comprehensive plumbing solutions serving the greater metropolitan area with distinction.”
Good: “We fix pipes, unclog drains, and replace water heaters in Dallas. 24/7 emergency service because leaks don’t wait for business hours. Family-owned since 1987, which means we answer our own phones.”
Services and Products
List everything you do. Not in broad categories but specific services. “Plumbing” tells Google nothing. “Toilet repair, drain cleaning, water heater installation, garbage disposal repair” tells Google exactly when to show you to searchers.
For product businesses, focus on categories rather than individual items. You sell tools, not every individual screwdriver in stock.
The Q&A Section Nobody Uses Right
Here’s a move most people miss: seed your own Q&A section. Post common questions and answer them yourself.
“Do you work on commercial properties?” “What brands of water heaters do you install?” “Do you offer same-day service?”
Answer these before some random person gives wrong information. Plus you can naturally work in keywords without sounding like a robot.
Reviews: Your Best Friend or Worst Enemy
Reviews directly impact whether people choose you. They also influence rankings, though Google won’t admit how much.
Create a review link (find it in your GMB dashboard) and actually ask happy customers to use it. Not in a desperate way. Just “If you’re happy with our service, we’d appreciate a review.”
And respond to every review. Good ones get a thank you. Bad ones get a professional response that shows you care. I’ve seen business owners turn angry customers into advocates just by responding thoughtfully to negative reviews.
Keeping Your Profile Alive
Setting up GMB isn’t a one-time thing. It needs maintenance like everything else in your business.
Posts That People Might Read
GMB posts show up in your listing and expire after a week. Use them for:
- Special hours during holidays
- New services you’re offering
- Seasonal reminders (gutter cleaning in fall, AC tune-ups in spring)
- Recent projects or wins
A landscaper I know posts photos of every major project. His posts get more engagement than his actual social media because people searching for landscapers want to see real work, not inspirational quotes.
Update Your Hours
Nothing makes customers hate you faster than showing up to a closed business. Update your hours for:
- Holidays
- Emergencies
- Seasonal changes
- Random closures
Set holiday hours in advance. Google reminds you, but better to do it early than have angry customers on Thanksgiving.
Mistakes That’ll Tank Your Visibility
Multiple Personalities
Having duplicate listings splits your ranking power and confuses Google. If you find old listings, mark them as duplicates through Google’s suggestion tool.
Keyword Stuffing Your Name
Your business name should be your actual business name. Not “Joe’s Plumbing Denver Best Plumber 24/7 Emergency Services.” Google will eventually catch this and suspend your ass.
Ignoring Your Listing
A GMB profile with outdated hours, no recent photos, and unanswered reviews looks abandoned. Would you trust a business that can’t keep their basic info current?
Playing Category Roulette
Adding every vaguely related category doesn’t help. If you’re a bakery, don’t also claim to be a restaurant, cafe, caterer, and food manufacturer. Be what you are.
The Bigger Picture
Your GMB doesn’t exist in isolation. It’s part of your overall local presence.
Make sure your business info matches everywhere:
- Your website
- Yelp
- Industry directories
- Your actual signage
Inconsistent information confuses Google and customers. Pick a format and stick with it everywhere.
Your website should support your GMB with:
- Matching contact info on every page
- Location-specific content
- An embedded Google Map
- Schema markup (ask your web person about this)
Tracking What Works
Your GMB dashboard shows you:
- How many people found you
- What they searched for
- What actions they took
- How your photos perform
Pay attention to the actions metric. Views are nice. Calls and direction requests pay bills.
If you’re getting views but no actions, something’s wrong. Usually it’s:
- Unclear services
- No reviews
- Sketchy photos
- Wrong categories
When DIY Isn’t Enough
Some situations need professional help:
- Multiple locations get complex fast
- Suspensions require careful handling
- Competitive markets need advanced tactics
- You’re doing everything right but still invisible
Find someone who specializes in local SEO, not some agency that promises miracles for $99/month. Real local SEO takes work.
Just Do It
Your Google Business Profile is free advertising that works 24/7. While you’re sleeping, people are searching for exactly what you offer. Whether they find you or your competitor depends on who bothered to set up their GMB properly.
This isn’t about gaming the system or tricking Google. It’s about making it easy for customers to find and choose you. The coffee shop that died? They made great coffee. But nobody knew they existed.
Don’t be that business. Set up your GMB, keep it updated, get some reviews, and watch what happens when people can find you.
Questions? I actually read my emails, unlike my phone which I’ve trained myself to ignore. Hit me up if you need help making sense of this local SEO maze.