The 7 most common Google Business Profile mistakes (and quick fixes)

These are the mistakes we see most across thousands of UK profiles — each with a fix you can do today.

• 1. The profile isn't claimed. Unclaimed = you can't reply to reviews, fix details, or add photos. Fix: search your business on Google Maps → "Own this business?" → verify.
• 2. Wrong or vague primary category. It silently controls which searches you appear in. Fix: set the most specific accurate category; add honest secondaries.
• 3. Out-of-date hours. Wrong hours = a customer standing outside a closed door, then a one-star review. Fix: check holiday hours every season.
• 4. Unanswered reviews. Silence reads as "doesn't care" to the next customer. Fix: reply to everything, even two lines; answer criticism calmly and specifically.
• 5. Old or missing photos. Profiles with fresh photos get more calls and direction requests. Fix: add 5-10 real photos this week (work, team, premises).
• 6. No services or description. Google and AI assistants can only repeat the facts you give them. Fix: list every service; write a clear 250-word description.
• 7. Inconsistent name/address/phone. Mismatches across the web erode trust signals. Fix: make your website footer match your profile exactly.

Want to know which of these is actually hurting you? The free audit checks all seven against your real profile — run it free.

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