Poorly maintained Google Business Listings shown to tarnish traffic

Luke Meredith

Something many business owners underestimate is how often customers make decisions before they ever reach a website.

They search, they scan and they choose, often in under a minute.

That’s where your Google Business Profile (GBP) comes in.

When someone is looking for a particular product or service in their area, the first thing they’ll often come across is your GBP. It provides them with reviews, photos, opening hours as well as information on where to find and contact you.

This information all sits right there on Google. If any of it is outdated, incomplete or unmonitored, you’re effectively turning customers away without even realising it.

Many business owners set up their profile once and never look at it again. The problem with this is that things change. Opening hours shift, services evolve and team members come and go. If your profile doesn’t reflect reality, it creates friction.

A customer who turns up to a locked door because your hours were wrong is unlikely to give you a second chance.

There’s also the issue of control. Users can suggest edits to your listing, and competitors can attempt changes. If you’re not keeping an eye on it, incorrect details can slip through. A quick monthly check can prevent a lot of headaches.

There’s another factor many business owners often don’t take into consideration: engagement.

Regularly updating photos, responding to reviews and posting updates might not feel like much of a big deal – but each post, photo and response plays its part in building your online reputation, showing to both search engines and your audience that you’re a company that pays attention and cares about the user experience.

In return, this builds trust, as when someone is deciding between two similar businesses, they usually go with the one that looks alive and responsive.

Keeping your profile updated isn’t just a marketing checkbox – it’s about making your business easy to find, trustworthy and appealing. It’s one of the easiest ways to get noticed locally, and yet so many businesses ignore it.

Of course, a polished profile won’t solve every marketing challenge. But leaving it neglected can cost you calls, messages and visits. In today’s competitive market, that’s something most businesses just can’t afford.

If you need help optimising your GBP or with any search engine optimisation (SEO) related assistance, please get in touch.

About
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Luke Meredith

Content Editor at Engage Web

At home in both the digital sector and the world of communications, Luke thrives on deadlines and has held roles in healthcare, retail and digital marketing, gaining a sound knowledge of a wide range of sectors. He’s a massive swot as well, holding a first-class degree in BA Communication and Media, and now uses his writing skills and keen editorial eye in his role as Content Editor here. Luke helps to oversee our clients’ content requirements, while also looking after a pool of freelance writers across three continents.