You’ve got a Google My Business profile. Fair enough. But is it working?
Most small business owners set one up, fill in the basics, and assume the job’s done. Then they wonder why they’re not showing up in local search, why they’re not getting calls, and why their competitors seem to get all the visibility.
The difference isn’t luck. It’s usually just six things you’re either doing or not doing. Here’s the checklist.
One. Your Business Information Is Complete and Consistent
The check:
Open your Google My Business profile. Look at your business name, address, phone number and hours. Now check your website, Facebook, and anywhere else you’re listed online. Do they all match exactly?
Why it matters:
Google uses consistency to build trust. If your address is “123 Main St” in one place and “123 Main Street” in another, Google gets confused. Your ranking suffers. Customers end up at the wrong location or calling a number that’s out of date.
How to fix it:
Spend an afternoon auditing. Your Google profile should match your website, your business registration, your social media—everywhere. Then do it again in six months, because things drift.
Two. Your Photos Are Doing the Work
The check:
How many photos are on your profile? Is it just the logo, or do you have photos of your actual business—the storefront, the team, the work, customers in action?
Why it matters:
People search Google My Business on mobile. They see your name, your rating, and a photo. If that photo is a generic logo or a ten-year-old headshot, you lose them. A good photo of your actual business makes you real and clickable.
How to fix it:
Take five decent photos on your phone:
- Storefront or office
- Inside / team
- Work in progress
- Happy customer or outcome
- Any fifth photo that shows what you actually do
Upload them all. Refresh them every few months. You don’t need professional photography—you need actual.
Three. You’re Getting Reviews and Responding to Them
The check:
How many reviews do you have? When was the last one? Have you responded to any of them?
Why it matters:
Reviews are Google’s way of knowing you’re real and you care. A profile with no reviews says “nobody’s buying from you.” A profile with ten reviews, with thoughtful responses, says “this person is serious.”
How to fix it:
Ask your last five customers for a review. Make it easy—send them your Google review link directly. Then respond to every review, good or bad:
- Thank people for the positive ones
- Address problems in the negative ones
- Keep replies professional and brief
Takes ten minutes, changes the game.
Four. Your Business Category Is Right, Not Vague
The check:
What category did you choose? “Marketing Services” or “Marketing Consultant”? “Restaurant” or “Italian Restaurant”?
Why it matters:
Google uses your category to show you in the right searches. Pick too broad and you’re competing with everyone. Pick too specific and you miss searches. Pick wrong and you don’t show up at all.
How to fix it:
Think about how your customers actually search for you. What words do they use? Your category should match that. You can pick up to three categories, so use them.
For example: a plumber who does emergency work might pick:
- Plumber (primary)
- Emergency Plumber (secondary)
- Water Heater Repair (tertiary)
Five. You’re Using the Description and Attributes
The check:
Do you have a business description? Not the same as your website bio—this is short, search-focused copy. Have you filled in your attributes? Hours, payment methods, wheelchair access, parking, et cetera.
Why it matters:
The description shows in search results. Attributes help Google match you to the right searches and help customers know what to expect before they call.
How to fix it:
Write two sentences about what you do and why someone should choose you. Include the words people actually search for. Then fill in every attribute that applies to your business:
- Payment methods accepted
- Parking available
- Wheelchair accessible
- Indoor seating
- Outdoor seating
- Wi-Fi available
- Online booking available
Takes fifteen minutes, improves your chances measurably.
Six. You’re Posting, Even Just a Little
The check:
When did you last post to your Google My Business profile? Last month? Last year? Never?
Why it matters:
Posts show you’re active. They give Google a reason to show your profile high in search results. They give customers a reason to click. They’re also a chance to highlight a promotion, a new service, or just “hey, we’re here.”
How to fix it:
Post twice a month. Not every day. Just twice. A photo of the week’s work, a note about an offer, a customer testimonial. Thirty seconds per post. Two minutes a month. That’s the difference between a dormant profile and one that shows up.
The One Thing That Moves the Needle Most
If you do nothing else: get reviews.
Five good reviews with your responses changes everything. Start there.
This is not a nice-to-have. It’s the threshold where Google starts taking your profile seriously. One or two reviews? Ignored. Five reviews with thoughtful responses? Now Google knows you’re real, you’re active, and you care about your customers.
Why Each One Matters
Consistency: Google builds trust through matching data. Mismatched info across platforms = lower ranking. One afternoon of auditing pays dividends for six months.
Photos: Mobile users see your image before they see anything else. Make them count. Actual business photos beat generic logos every time.
Reviews: They’re proof you’re real and you care. No reviews = no ranking. Five reviews with your responses = ranking power.
Category: Right category = right search visibility. Wrong category = invisible to your actual customers.
Description & Attributes: Search-focused copy helps Google understand what you do. Attributes help customers self-qualify before they call.
Activity: Posts are a freshness signal (7-day shelf life). Your blog is the asset that lasts. Don’t confuse the two.
Your Next Move
Pick one thing from this list. Not all six. One.
Most likely? Your reviews. Send your review link to your last five clients today. One email. Five minutes. That single action unlocks more than anything else on this checklist.
Then bookmark this post and come back in a month. Check off what you’ve done. Fix what’s missing.
Need help getting your Google My Business profile working? We can audit it, fix what’s broken, and set up a system so it stays that way. One day, no lock-in.
Frequently Asked Questions
What’s the most important thing on a Google My Business profile?
Reviews. Five good reviews with your responses to them. This is the threshold where Google starts taking your profile seriously and showing it in local search results.
How many reviews do you need to rank on Google My Business?
Five is the meaningful threshold. One or two reviews are largely ignored. Five reviews with thoughtful responses signals to Google that you’re real, active, and trusted.
Do Google My Business posts help SEO?
Posts are a freshness/activity signal only. They expire in about 7 days. They don’t rank like your blog does. Your website blog is the durable SEO asset. Don’t confuse the two.
Why does consistency matter on Google My Business?
Google uses consistency to build trust. If your business name, address, or phone number doesn’t match across your website, Facebook, and Google profile, your ranking suffers. Spend an afternoon auditing and matching everything.
How often should I post on Google My Business?
Twice a month. That’s 2 minutes a month total. A photo of your work, a note about an offer, or a customer testimonial. You don’t need to overthink it.
