Google Business Profile: the free tool 70% of local businesses use wrong
When someone searches “hairdresser near me” or “restaurant in Vallecas”, the first thing that appears on Google is not a website — it is the local business panel that takes up half the screen before any organic results. That panel is called Google Business Profile (formerly Google My Business), and it is free.
The problem is that 70% of businesses have their profile incomplete, outdated, or simply misconfigured. That means losing clients who were already searching for exactly what you offer.
Why it matters more than it seems
Google’s local search algorithm takes three main factors into account when deciding which businesses to show: relevance (whether your description matches the search), distance (the user’s location), and prominence (the business’s digital reputation).
Of the three, relevance and prominence are the only ones you have direct control over. And both are managed from the profile.
Data that explains the urgency: 76% of people who perform a local search visit the business that same day (Google Consumer Insights). 88% of consumers trust online reviews as much as a personal recommendation (BrightLocal 2024).
The most common mistakes
1. Incorrect primary category
The category is the most important piece of information in the profile. If you have a dental clinic and have marked “Health services” as the primary category instead of “Dentist”, you are missing 80% of relevant searches. Google shows businesses with an exact category before those with generic categories.
2. Outdated opening hours
A business with incorrect hours on Google loses clients twice: first those who arrive and find the place closed, then those who never trust it again. Special hours (bank holidays, vacations) must be updated in advance.
3. No photos — or poor quality photos
Profiles with photos receive 42% more requests for directions and 35% more clicks to the website (Google). Photos should show the premises, the team, and the products or services in a genuine way. Stock images are harmful.
4. Empty description or text copied from the website
The description allows up to 750 characters. That is space to explain what makes you different, who you serve, and what problems you solve. Most businesses leave this field empty or paste the first paragraph of their website without adapting it.
5. Reviews left unanswered
Google rewards activity. Responding to reviews — both positive and negative — signals that the business is active and cares about its clients. Not responding to negative feedback also leaves the last word with the dissatisfied client.
6. No products or services added
The profile lets you add a catalogue of products and services with descriptions and prices. Few businesses use this. Those that do appear in more searches because the algorithm has more data about what they offer.
What a well-optimised profile looks like
A well-maintained profile has: an exact primary category and 3 to 5 relevant secondary categories, complete and current opening hours, a 600-750 character description with sector keywords, 10 to 20 current quality photos, all services and products added with prices, and a response to every review within 48 hours.
With that alone — without touching the website, without advertising — many businesses move from appearing in position 8-10 of the local panel to being in the top three. The top three positions concentrate 80% of the clicks.
How long does it take to do it properly?
Completing and optimising a profile for the first time takes between 2 and 4 hours if done thoughtfully. Maintaining it afterwards — updating photos, responding to reviews, posting news — requires between 30 and 60 minutes a month.
It is a small investment for the channel with the most impact on local clients.
If you want to know what state your profile is in right now and what is holding back your local visibility, we can do a free review.