7 Mistakes You're Making with Your Google Business Profile (and How to Fix Them)

Your Google Business Profile is your digital storefront's front door: yet **92% of local businesses** are unknowingly sabotaging their own success through easily avoidable mistakes. These oversights don't just hurt your visibility; they're actively costing Thunder Bay businesses customers and revenue every single day.

If you're struggling to appear in local searches or wondering why competitors with inferior services are outranking you, the answer likely lies in your Google Business Profile setup. Here are the seven critical mistakes that could be killing your local search performance: and exactly how to fix them.

Mistake #1: Choosing the Wrong Business Category

This seemingly simple choice is actually one of the most powerful ranking factors Google uses to match your business with relevant searches. Yet countless Thunder Bay businesses select categories that are too broad or simply "close enough" when setting up their profile.

Why This Kills Your Rankings: Google uses your primary category as a major signal to understand what your business does. Choose "restaurant" instead of "pizza restaurant," and you're competing against every food establishment in Thunder Bay instead of just pizza places.

How to Fix It: Research the most precise primary category that accurately reflects your core service. If you're a Thunder Bay plumber, don't settle for "contractor": choose "plumbing service." Add secondary categories strategically to capture additional services, but keep your primary laser-focused on what drives most of your business.

Mistake #2: Incomplete or Inconsistent Business Information

Your business name, address, and phone number (NAP) must be identical across every platform: no exceptions. Even minor inconsistencies like "St." versus "Street" or missing suite numbers create confusion for Google's algorithm and damage your local search rankings.

The Hidden Cost: Inconsistent information doesn't just hurt your SEO: it erodes customer trust. When potential clients see different addresses or phone numbers across platforms, they question your legitimacy.

How to Fix It: Audit your NAP information across your website, Google Business Profile, social media, and directory listings. Ensure everything matches exactly. Update your hours for holidays and special occasions immediately, and maintain this accuracy religiously across all platforms.

Mistake #3: Leaving Your Profile Unverified or Half-Finished

An unverified or incomplete Google Business Profile is essentially invisible to potential customers. **Google prioritizes verified, complete profiles** in local search results: meaning incomplete profiles are fighting with one hand tied behind their back.

How to Fix It: Complete the verification process immediately after claiming your profile. Fill out every available section including business description, attributes, service areas, and all relevant details. The more complete your profile, the more signals you're giving Google about your business relevance and legitimacy.

Mistake #4: Ignoring Customer Reviews (Especially the Negative Ones)

Here's what most Thunder Bay business owners don't realize: **responding to reviews impacts your local search rankings.** Google views businesses that actively engage with customer feedback as more trustworthy and relevant.

The Review Response Strategy: Thank customers for positive reviews with personalized responses. For negative reviews, respond professionally and constructively: this shows potential customers that you care about service quality and actively manage your business reputation.

Pro Tip: Encourage satisfied customers to leave reviews by making the process simple. A quick follow-up email with a direct link to your Google Business Profile can significantly increase your review volume.

Mistake #5: Using Low-Quality or Outdated Images

Visual content is often the first impression customers have of your Thunder Bay business. Grainy photos, outdated imagery, or sparse visual content immediately signals unprofessionalism and can turn off potential customers before they even contact you.

What Works: High-quality images that showcase your team, completed work, facility, and products. Photos with clean branding, good lighting, and professional composition build immediate trust and credibility.

How to Fix It: Invest in professional photography or learn basic smartphone photography techniques. Update your image gallery regularly to keep content fresh and relevant. Include photos of your actual work in Thunder Bay: local context builds stronger connections with potential customers.

Mistake #6: Treating Your Profile Like a "Set It and Forget It" Tool

Inactive profiles signal to Google that your listing may be outdated or irrelevant. Google rewards businesses that consistently engage with their profiles, and this activity directly impacts your local search visibility.

The Activity Factor: Regular updates, posts, photo uploads, and customer interactions tell Google your business is active and current. This consistent engagement becomes a positive ranking signal over time.

How to Fix It: Use Google Posts regularly to share updates, promotions, or business news. Upload new photos monthly. Respond promptly to customer questions in the Q&A section. Treat your Google Business Profile like a living extension of your website that requires ongoing attention.

Mistake #7: Ignoring Advanced Features and Local SEO Integration

Most Thunder Bay businesses barely scratch the surface of what Google Business Profile offers. Features like posts, Q&A, booking buttons, and messaging can significantly enhance your profile's effectiveness: but only if you actually use them.

The Integration Gap: Your Google Business Profile should work seamlessly with your overall SEO strategy. This means consistent messaging, keyword optimization, and structured data implementation on your website to support your local search presence.

How to Fix It: Enable all relevant features for your business type. If you're service-based, use the service area settings. If you have a storefront, optimize your hours and location details. Implement LocalBusiness schema markup on your website to reinforce the information in your Google Business Profile.

The Thunder Bay Advantage: Local Context Matters

Thunder Bay businesses have a unique opportunity to dominate local search by leveraging geographic specificity. Mention local landmarks, neighborhoods, and regional service areas in your business description and posts. This local context helps Google understand your geographic relevance and can improve your visibility for location-specific searches.

For example, instead of saying "serving Northwestern Ontario," specify "serving Thunder Bay, including Hillcrest, Westfort, and surrounding areas." This geographic precision helps potential customers understand your service area and signals local relevance to Google.

Measuring Your Success

Track your Google Business Profile performance through Google Business Profile Insights. Monitor metrics like search appearances, customer actions, and photo views. **Businesses that actively optimize their profiles see an average 70% increase in local search visibility** within 90 days.

Pay attention to how customers find you: whether through direct searches, discovery searches, or branded searches. This data helps you understand which optimization efforts are working and where you need to focus additional attention.

Why This Matters for Your Thunder Bay Business

Local search isn't just about being found: it's about being found by the right customers at the right time. When someone in Thunder Bay searches for your type of service, your Google Business Profile is often their first interaction with your brand. Make it count.

A properly optimized Google Business Profile works 24/7 to attract local customers, build credibility, and drive business growth. It's not just a directory listing: it's a powerful marketing tool that, when used correctly, consistently brings qualified leads directly to your business.

Ready to transform your Google Business Profile from a liability into your most powerful local marketing asset? Framework 807 specializes in helping Thunder Bay businesses optimize their online presence for maximum local search impact. Contact us to learn how we can enhance your Google Business Profile and overall SEO strategy.