5 Google Business Profile Mistakes Costing Phoenix Small Businesses Customers

Most profile problems are small and easy to fix. The five below come up often: a name stuffed with keywords, too many categories, wrong contact details, thin photos, and unanswered reviews. Google’s own help pages cover each one, and none of the fixes cost money.

By Barry Scheurweghs, Sureway Marketing, Peoria, AZ

Is my business name set up the way Google wants?

Google’s guidelines say your name should reflect your real-world name, the one on your signs, website and invoices. Taglines, hours, phone numbers, URLs and service descriptions don’t belong in it. “Dave’s Plumbing – Best Phoenix Plumber 24/7” breaks that rule. “Dave’s Plumbing” doesn’t. Google says extra information in a name isn’t permitted.

Do I have too many or the wrong categories?

Google says to use as few categories as possible to describe your core business, and not to use categories as keywords. Pick the one that says what you are most. Add a second only if it is truly part of your core work. Our post on choosing the right categories shows how.

Are my address, hours and phone number right?

Google asks for a precise, accurate address or service area, your regular customer-facing hours, and a phone number that connects to your business and is under your control. If customers don’t visit you at a location, hide your address and set a service area. See how to set up a service-area business. Also check that these details match your website, which we explain in why your name, address and phone must match everywhere.

Do I have enough real photos?

Google’s photo tips suggest at least three photos in each type that fits your business, such as exterior, interior, work and team. It says photos should be sharp and represent reality, with no heavy filters. Photos show only once the business is verified. I’d skip stock images and use your own, which is covered in what to post and how often.

Am I ignoring reviews or creating duplicates?

Google’s local ranking page lists replying to reviews, positive or negative, as a way to stand out. Replies are public, so keep them short and personal. Another mistake is creating a second profile when you move or add a service. Google says each business should have one profile and that duplicates won’t show in Search or Maps. See how to find and fix duplicates and how to respond to a negative review.

One more thing. Some people claim that posting often gets you “preferred placement.” Google’s ranking page says local results are mainly based on relevance, distance and prominence, and it doesn’t mention posts. So post to inform customers, not to chase a ranking.

What should I do this week?

1. Compare your profile name to your sign. Remove anything extra.
2. Keep your main category and remove any that don’t describe your core work.
3. Check your address or service area, hours and phone number.
4. Upload real photos until you have three of each type that applies.
5. Reply to every review that doesn’t have an answer yet.
6. Search your business name and make sure only one profile appears.

Quick answers

Which mistake matters most?

Google doesn’t rank them. Wrong phone, hours or address cost you customers right away, so I’d start there.

Can I pay Google to rank higher?

No. Google states there is no way to request or pay for a better local ranking.

How often should I check my profile?

Google gives no schedule. A short check once a month is a good habit, and we outline one in the 5-minute monthly checkup.

Related: three more Google profile mistakes that cost customers. Want a second set of eyes? Get your free marketing report, or see our Google Business Profile optimization service.