Imagine this: A potential customer searches for “pizza near me” and your restaurant doesn’t show up, even though you’re just two blocks away. Meanwhile, your competitor across town appears at the top of the search results. What’s the difference? They’ve optimized their Google My Business listing, and you haven’t.
If this scenario sounds familiar, you’re dealing with one of the most overlooked yet critical problems facing local businesses today: poor Google My Business optimization. Your business might be the best in town, but if customers can’t find you online, it doesn’t matter.
What Is Google My Business and Why Does It Matter?
Google My Business (now called Google Business Profile) is a free tool that lets you manage how your business appears when people search for you on Google and Google Maps. It’s like your business card that shows up in search results, complete with your address, phone number, hours, photos, and customer reviews.
Here’s why this matters: Google reports that 46% of all searches have local intent. That means nearly half of all Google searches are people looking for businesses, services, or products near them. When someone searches for what you offer, your Google Business Profile is often the first thing they see.
Unfortunately, many small business owners either don’t have a Google Business Profile at all, or they have one that’s incomplete, outdated, or unverified.
How Poor Google My Business Optimization Hurts Your Business
1. You Become Invisible to Local Customers
When your Google Business Profile is missing, incomplete, or poorly optimized, you essentially become invisible to people searching for your services. Research shows that 71% of users (up to 92%) click on links from the first page of search results.
If your business doesn’t appear in local search results, customers will find your competitors instead. Google reports that businesses with a complete and accurate GMB profile are 70% more likely to attract location visits from consumers. Without proper optimization, you’re missing out on these potential customers who are actively looking for what you offer.
Even worse, a BrightLocal study showed that the typical Business Profile only averages 1,260 views per month despite the 167 billion searches performed on Google. This means most businesses aren’t getting found because they haven’t optimized their profiles properly.
2. Customers Lose Trust in Your Business
An incomplete or outdated Google Business Profile sends a negative message to potential customers. When people can’t find basic information like your current phone number, accurate address, or business hours, they question whether your business is legitimate or still operating.
Studies show that 72% of consumers who perform a local search visit a store within five miles. However, if your profile shows incorrect hours or a wrong address, these customers might show up when you’re closed or go to the wrong location. This creates frustration and damages trust.
Customers tend to associate well-maintained profiles with higher-quality service, which directly influences their decision to visit, engage, or make a purchase. A poorly maintained profile suggests a poorly managed business, causing customers to choose competitors with more professional online presences.
3. You Miss Out on Free Marketing Opportunities
Your Google Business Profile is essentially free advertising space that appears exactly when people are looking for your services. When you don’t optimize it properly, you’re leaving money on the table.
Businesses with more than 100 photos get 520% more calls, 2,717% more direction requests, and 1,065% more website clicks than the average business. Photos, posts, and complete information all work together to convince customers to choose your business over competitors.
Additionally, customers are 42% more likely to request driving directions to a business if its Business Profile has photos, and 35% more likely to click through to its website. Without proper optimization, you’re missing these opportunities to convert searchers into customers.
Three Ways to Fix Your Google My Business Profile
1. Claim, Verify, and Complete Your Profile
The first step is to claim your Google Business Profile if you haven’t already. Many businesses discover they already have a listing that was created automatically, but they don’t control it.
Go to Google and search for your business name. If a listing appears, you can claim it by clicking “Own this business?” If no listing exists, create one at business.google.com.
Next, verify your business through Google’s verification process. This usually involves receiving a postcard with a verification code at your business address. An unverified business profile is almost invisible to potential customers—Google won’t display it in local search results.
Finally, complete every section of your profile. Add your exact business name, address, phone number, website, business hours, and a detailed description that includes relevant keywords. A study on local search ranking factors shows that the completeness of your Google Business Profile can have a big impact on your conversion rates.
2. Add High-Quality Photos and Regular Updates
Visual content is crucial for attracting customers. Google Business Profiles with photos get significantly more views and engagement than those without. Add high-quality photos of your storefront, interior, products, team, and happy customers.
Follow Google’s best practices: add at least one new photo every seven days, use your logo as your main photo, and include images that showcase what makes your business special. Photos help customers know what to expect and build trust before they visit.
Also, use Google Posts to share updates, promotions, events, and news. These posts appear directly in your Business Profile and help keep your listing fresh and engaging. Regular activity signals to Google that your business is active and relevant.
3. Encourage and Respond to Customer Reviews
Customer reviews are one of the most important factors for local search rankings and customer trust. Over 87% of customers read online reviews before choosing a local business, and reviews account for 81% of all online review volume on Google.
Encourage satisfied customers to leave reviews by asking them directly, including review requests in your email signatures, or adding QR codes that link to your review page. Make it as easy as possible for happy customers to share their experiences.
Just as important as getting reviews is responding to them. When you reply to customer reviews, it shows that you value their feedback and builds trust with both the reviewer and potential customers reading the reviews. Always respond professionally to both positive and negative reviews—this demonstrates excellent customer service and shows you care about customer satisfaction.
Start Getting Found Today
Your Google Business Profile is often the first impression potential customers have of your business. When it’s incomplete, outdated, or non-existent, you’re essentially turning customers away before they even have a chance to experience what you offer.
The good news is that optimizing your Google Business Profile is completely free and can have an immediate impact on your visibility. Fully populated, verified profiles surface 80% more often in search and generate 4× more website visits, 12% more calls, and 10% more direction requests than incomplete listings.
Don’t let poor Google My Business optimization keep your business invisible to potential customers. Take the time to claim, complete, and optimize your profile today. Your future customers are searching for you right now—make sure they can find you.