Why DIY GBP Optimisation Hurts Your Local Rankings

When potential customers search for businesses near them, Google Business Profile (GBP) is often the first thing they see. A well-optimised GBP can significantly boost your local search visibility, drive foot traffic, and increase customer trust. While optimising your profile might seem like a simple DIY task, mistakes in GBP optimisation can hurt your local rankings and cost you potential customers.

Here’s why DIY GBP optimisation often falls short and how professional optimisation can give your business the edge in local search results.

1. Incomplete or Inaccurate Information

Your Google Business Profile needs to provide accurate, up-to-date information. DIY efforts often overlook critical details, such as:

• Business name, address, and phone number (NAP) inconsistencies.
• Missing business categories or incorrect categories.
• Outdated operating hours or contact details.

These errors can confuse customers and negatively impact your local SEO. Professionals ensure all information is accurate, complete, and consistent across all online platforms, which is crucial for building trust with both search engines and customers.

2. Missing Key Categories and Attributes

Choosing the right categories and attributes for your GBP is vital for appearing in relevant searches. DIY marketers often select only the primary category or miss important attributes like:

• Service options (e.g., delivery, takeout, in-store shopping).
• Payment methods (e.g., credit card, cash, digital wallets).
• Special features (e.g., wheelchair accessibility, free Wi-Fi).

Professionals know how to select and optimise these categories and attributes to ensure your business appears in a wider range of relevant local searches.

3. Poor Image Quality and Lack of Visual Content

Images play a critical role in your GBP, showcasing your business and helping build trust. DIY profiles often suffer from:

• Low-quality or generic stock images.
• Missing or incomplete image galleries.
• Lack of photos of your premises, products, or team.

Professionals ensure your profile is visually appealing by uploading high-quality images that reflect your brand. They also optimise photos with appropriate file names and captions to improve search visibility.

4. Ignoring Customer Reviews and Responses

Customer reviews are a powerful ranking factor for local SEO. DIY marketers often overlook:

• Requesting reviews from satisfied customers.
• Responding to both positive and negative reviews.
• Managing and addressing customer feedback.

Professionals implement a strategy to encourage genuine reviews and respond promptly and professionally to all feedback. This builds trust with potential customers and signals to Google that your business is active and reputable.

5. Neglecting GBP Posts and Updates

Google Business Profile allows you to post updates, offers, and events directly on your profile. Many DIY marketers fail to utilise this feature, missing opportunities to engage with their audience. GBP posts can:

• Highlight promotions and special offers.
• Share news about your business.
• Announce events or important updates.

Professionals regularly create and post engaging, relevant content to keep your profile active and provide potential customers with fresh information, which helps boost your local visibility.

6. Ignoring Insights and Analytics

GBP provides valuable insights into how customers find and interact with your profile. DIY efforts often fail to use this data, missing out on:

• Knowing which search terms lead customers to your profile.
• Understanding how customers interact with your profile (e.g., calls, website visits, direction requests).
• Identifying opportunities to improve visibility.

Professionals analyse these insights to refine your GBP strategy and ensure your profile continues to attract and convert local customers.

For a better understanding of GBP insights, check out this Google guide on profile analytics.

7. Lack of Consistency Across Directories

Consistency in your business information across various online directories (e.g., Yelp, Yellow Pages, Facebook) is essential for local SEO. DIY marketers often have:

• Slight variations in business names, addresses, or phone numbers.
• Outdated information on different platforms.

Inconsistent information can confuse search engines and customers, hurting your local search rankings. Professionals ensure your NAP details are uniform and accurate across all directories to strengthen your local SEO presence.

8. Poor Use of Keywords

Your Google Business Profile needs to incorporate relevant keywords to improve its visibility. DIY efforts often overlook keyword optimisation in areas like:

• Business descriptions
• Service listings
• GBP posts and updates

Professional marketers know how to include targeted local keywords naturally, helping your profile rank higher for relevant local searches.

Conclusion: Improve Your Local Visibility with Professional GBP Optimisation

DIY Google Business Profile optimisation may seem straightforward, but even small mistakes can harm your local search visibility and cost you valuable leads. Professional GBP optimisation ensures your profile is accurate, engaging, and optimised for search engines, helping you attract more local customers.

Ready to boost your local rankings and drive more foot traffic? Get in touch with us at Marketing Together today and let us optimise your Google Business Profile for success.