Why is your Google Business Profile the most important free tool you have?
For most local businesses, the Google Business Profile generates more calls, direction requests, and website clicks than the business's own website. It's the first thing people see in local search results and on Google Maps. It feeds AI search engines. And it's completely free — yet most businesses have theirs only half filled out.
What are the most common mistakes?
Using the wrong primary category. Leaving the services section empty. Having a generic or auto-generated description. Not uploading real photos of your work, your team, and your location. Not responding to reviews. And the most common: not keeping hours, contact information, and service details up to date.
How do you choose the right categories?
Your primary category should be the single most specific description of what your business does — not the broadest. A "personal injury attorney" is better than "lawyer." A "emergency plumber" is better than "plumber." Your secondary categories can cover additional services, but the primary category is the one Google weighs most heavily.
How often should you update your profile?
At minimum, review it quarterly for accuracy. Update it immediately whenever your hours, phone, services, or address change. Post photos regularly — businesses with recent photos get significantly more engagement than those without. And respond to every review within 48 hours.
What about Google Posts?
Google Posts are short updates that appear on your profile. They're useful for announcing seasonal services, promotions, events, or recent work — but they expire after seven days (events last until the event date). Think of them as a way to show activity and relevance, not as a content marketing channel. One post per week is plenty.
Need help optimizing your profile? Our Visibility Foundation service includes a full Google Business Profile audit and optimization as part of the package.