Contents:
- Fostering Trust
- Turning Red Flags into Green Flags
- Stable Updates
- Correct Categorisation
- Consistent Information
- Business Address and Contact Details
- Connected Socials
- Keep in Touch
- Managing your Google Business Profile
- Contact Page for Google Business Support
Here’s a question – when was the last time you actually looked at your Google Business Profile – either to make sure it’s up to date, or from a customer’s point of view?
Many businesses have a Google Business Profile – in fact, as of 2025 there are over 215 million Google Business Profile entries worldwide – and yet the vast majority set up their profiles…..and then promptly forget about them.
Given that 87% of consumers use Google to find local businesses online and up to 83% use Google for local reviews, Google Business Profiles that haven’t been updated in months, feature old photos or sit in the wrong categories simply won’t cut it. Google pays attention to these things. And so do your customers.
Having a Google Business Profile is no longer ”just” a listing, it’s your most important digital asset for local prominence!
Further reading: Google My Business Statistics 2026
Fostering Trust
“Trust is built with consistency”, or so said Lincoln Chafee, but it’s true. We talk a lot about website copy, updates and keeping content fresh over at Page but this has to extend to your other digital profiles too. If you don’t take steps to be consistent and show up on your Google Business Profile, then you’re not taking steps to foster trust with your customers. You’re also raising red flags with Google and that’s an issue.
Google relies on automated checking systems to determine whether a Google Business Profile merits a listing in local results outside of a direct search for a business name – a manual review is typically only triggered by suspicious behaviour or guideline violations, so you need to make sure your Google Business Profile is passing those automated checks.
Red Flags:
- Profiles that haven’t been updated in several weeks to months
- Incorrect categorisation to what you actually offer
- Making multiple edits to your profile in rapid succession
- Mismatches on the URL you list on Google Business Profile vs your actual website
- Frequent retried to get updates changed
- Old photos and addresses that don’t match the addresses listed elsewhere
- No social media links to other social channels
- No response to reviews
Turning Red Flags into Green Flags
Stable Updates
You should aim to post updates/events on an ongoing and stable basis. A regular posting schedule is much easier now that Google has introduced a scheduling tool to Google Business, which prevents raising red flags for rapid posting with large breaks in between. This is also called “patient editing”, building an organic profile that is growing over time.
Correct Categorisation
This is a big one but so many get it wrong. The category you list yourself on Google Business in is important; it’s one of the major elements Google uses to decide whether you show in local results for category-specific queries. If someone types in “emergency plumber” and you don’t show even though this is your core offering, you’ve got a problem.
Check your category – if you’ve listed yourself under general plumbing services, this is likely to be one of the reasons why.
Consistent Information
You need to make sure your business information matches that found about you elsewhere online. Your URL, your address, business email, phone number and any social handles should be the same throughout. Once correct, you should only need to edit this information if you move address, change your contact information or use a different website domain name.
Business Address and Contact Details
If possible, use a professional business address – not your home address. This adds credibility to your business from a customer’s perspective. The same applies to your email and phone number – anything that ends in “hotmail” for example, or a mobile number may be treated with more suspicion than a paid for email or a landline. Your address also needs to be current.
Connected Socials
Adding your socials to Google Business is so powerful! We’ve recently seen Google adding in a new tag to local listings that pulls relevant and time sensitive content straight from your social channels to the local results. This could be to promote a sale, special event, training course, special menu…anything that has a specific time and date, make sure it’s a) on your social channels and b) they’re connected to Google Business.
Keep in Touch
If people are taking the time to leave you reviews, whether they be good or bad, take the time to respond. Don’t ignore them, or only reply to the good ones. Make sure every one of your reviewers has a quick response – and keep it polite! We’ve all seen the social shares where a business owner has taken a poor review personally and whilst sometimes that can work in your favour, most times it won’t – don’t take the risk!
Managing your Google Business Profile
Adding Google Business to your ongoing list of channels to manage may seem daunting – but given it’s often your first impression on local searchers, it’s worth it – perhaps more so than other avenues which may show engagement but not enquiries or sales.
In the meantime, it’s important to understand that your Google Business Profile isn’t a “set and forget” platform. Regular updates, accurate information, and active engagement all play a role in how your business appears in local search results. From responding to reviews and adding new photos, to keeping your opening hours, services, and contact details up to date, these small but consistent actions help build trust with potential customers before they even visit your website.
A well-managed profile signals credibility to both users and Google itself. It shows that your business is active, legitimate, and attentive – all green flags for customers deciding who to contact and the algorithms which govern who shows where in local listings. Over time, this can translate into higher visibility, stronger click-through rates, and more meaningful enquiries from people already searching for what you offer.
By treating your Google Business Profile as a core marketing channel rather than an afterthought, you lay the groundwork for stronger local performance and long-term growth.
Contact Page for Google Business Support
If you need help with your Local SEO and Google Business marketing, get in touch with the team for a free chat over a cuppa – we’d love to help!
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