The Most Common Google Business Profile Mistakes and How to Avoid Them

Setting up your Google Business Profile (GBP) isn’t hard. But setting it up well? That’s where most businesses slip. A small oversight can hurt your visibility in local search or turn customers away before they ever even pick up the phone.

Let’s walk through some of the most common GBP mistakes (and how to fix them) without spending your whole afternoon in your settings tab.

Mistake #1: Choosing the Wrong Business Category

This one’s sneaky. When you first set up your profile, you’re prompted to pick a category. Many businesses pick something really broad or “close enough” and call it a day. But Google relies on this category to understand what your business actually does. And it’s a major factor in whether you show up when someone searches for services like yours. Pick the wrong one or be too imprecise, and you could miss out on the exact customers you're trying to reach.

Quick fix: Make sure your primary category is the most accurate reflection of your core service—not the most general one. For example, “live music bar” works better than “bar” if you regularly have shows at your venue. You can also add secondary categories to cover any related services you offer. It’s okay if those are more broad.

Mistake #2: Skipping Verification

Until your profile is verified, it won’t show up in search. And yet, we still see businesses go weeks (or months) without completing this step. Yikes!

Quick fix: Head into your Business Profile Manager and follow the prompts to verify your business. Google might send a postcard, text, or email, depending on your setup. It’s one of the fastest wins you can get.

Mistake #3: Leaving Your Profile Half Finished

An empty profile won’t build trust or help you show up well in local searches. Google loves rich content. And so do potential customers.

Quick fix: Add photos, business hours, services, FAQs, and a short-but-specific business description. Don’t just write “We offer landscaping.” Give people something like: “Residential and commercial landscaping with weekly maintenance plans across the Denver metro.” Specificity builds confidence and relevance.

Mistake #4: Listing Your Home Address (When You Shouldn’t)

If your business doesn’t serve customers at a physical location (think service providers who travel to clients or WFH consultants) your address shouldn’t be public. Adding an address you don’t want customers showing up to can confuse searchers or even violate Google’s guidelines.

Quick fix: When setting up your profile, select “I deliver goods and services to my customers.” This keeps your address hidden and lets you define a service area instead. You can list up to 20 service areas using ZIP codes or city names. Just keep them within a roughly two-hour driving radius of where you’re based. And if your work is entirely remote, GBP might not be the best visibility tool since Google prioritizes local, in-person service.

Mistake #5: Not Asking for Customer Reviews 

A GBP without reviews is like a restaurant with no tables. What’s the point? Reviews are one of the top ranking factors for local search and they help build trust fast.

Quick fix: Make is a regular habit to request reviews. Use automated follow-ups, short links, or QR codes to make it easy for requestees to do. And always respond to reviews (good or bad) to show you’re paying attention.

Want More Tips That Actually Help?

We barely scratched the surface in this blog. Our free ebook dives deeper into the strategy behind your Google Business Profile and explains how to make yours stand out.

Grab your copy here: Creating Your Google Business Profile: A Step-by-Step Guide for Local Business Owners.