Fix these common GBP errors and watch your local SEO rankings climb
Most Australian businesses are leaving money on the table with their Google Business Profile (GBP). In fact, studies show that 72% of small businesses have incomplete or poorly optimised GBP listings. These aren't just minor oversights—they're directly costing you customers who can't find you, trust you, or choose you over competitors.
This guide reveals the 10 most common GBP mistakes we see and exactly how to fix them.
If you haven't claimed your GBP, Google might be showing outdated information, wrong opening hours, or allowing competitors to manage your listing. This is the foundation of local SEO.
Many Australian businesses assume their profile is automatically managed. It isn't. You need to actively claim and verify ownership through:
A plumbing business in Sydney we worked with discovered their GBP was unclaimed for two years. Their hours showed as permanently closed. Within weeks of claiming it, they saw a 40% increase in customer inquiries.
Your GBP is like your digital shopfront. Incomplete information sends customers to competitors who look more professional.
Essential details to complete:
A Melbourne-based aged care provider had their business category set as "nursing home" instead of "aged care facility." This small error meant they weren't showing up for relevant local searches. Fixing the category boosted their visibility by 60%.
Nothing frustrates customers more than arriving at your location to find you closed. Google shows your hours prominently in search results and maps—outdated hours create immediate trust issues.
Common mistakes:
A Brisbane-based cafe updated their hours for Easter but forgot to set them back. For three weeks, they appeared closed on Google Maps despite being open. They lost an estimated 200+ potential customers.
Pro tip: Set up holiday hours at least two weeks in advance. Use GBP's "Special hours" feature for public holidays, school holidays, or seasonal changes.
Australian consumers trust reviews as much as personal recommendations. A 2023 survey found 89% of Australian consumers read online reviews before visiting a local business.
Common review mistakes:
A Sydney-based dental practice had three negative reviews about wait times. They ignored them for months. Those reviews sat at the top of their GBP, likely costing them dozens of new patients. Once they responded professionally and explained their new appointment system, they regained trust.
Action step: Respond to all reviews within 24 hours. For negative reviews, acknowledge the issue, apologize sincerely, and offer to make it right offline.
Businesses with 10+ high-quality photos get 5x more customer clicks than those with fewer photos. Yet many Australian SMBs have just 2-3 blurry smartphone pics.
What to include:
A Brisbane plumbing company added 15 professional photos showing their team, vehicles, and completed jobs. Within a month, their GBP views increased by 180%, and they attributed 12 new jobs directly to those photos.
Important: Update photos seasonally. A garden design business in Perth benefits from showing different seasonal plantings throughout the year.
Many businesses copy-paste generic descriptions that could apply to any business in their category. Your description is prime real estate for local SEO and customer persuasion.
Instead of: "We provide plumbing services in Sydney"
Try: "Family-owned plumbing business serving inner-west Sydney for 15 years. Emergency call-outs within 1 hour. Specialising in blocked drains and hot water systems."
Your description should include:
Keep it to 750 characters max. Natural keyword inclusion (not stuffing) helps with local SEO without looking spammy.
Google allows multiple categories. Most businesses only choose one. This is leaving visibility on the table.
If you're a cafe that also does catering, list both categories. A fitness trainer offering both personal training and group classes should list both.
However: Don't add irrelevant categories just for visibility. A plumber shouldn't list themselves as a "locksmith" because it might help them show up in more searches. Google penalises this.
Choose categories that genuinely describe your business. Check what your top competitors use for inspiration.
GBP Posts let you share updates, offers, events, and announcements directly in search results. Yet 67% of Australian small businesses never use this feature.
What to post:
Posts appear in Google Search and Maps for 7 days. A Melbourne-based salon posted about a new hair treatment service and saw 45 inquiries within the week.
Frequency: Aim for one post every 1-2 weeks. Consistency matters more than volume.
The Q&A section on GBP is where potential customers ask questions publicly. If you don't answer, Google fills the gap (sometimes with incorrect information from competitors).
Common unanswered questions:
A Gold Coast real estate agent found 8 unanswered questions on their GBP. They answered all of them, and their GBP engagement increased by 35%.
Strategy: Check your Q&A section weekly. Answer questions thoroughly and helpfully. If a question is asked repeatedly, consider updating your business description to address it.
NAP stands for Name, Address, Phone. If your business information differs across Google, Facebook, your website, and local directories, Google's algorithm gets confused. This tanks your local SEO rankings.
Common inconsistencies:
An accountancy firm in Perth had their address listed as "Perth" on GBP but "Subiaco" everywhere else. This inconsistency hurt their local rankings for months.
Fix it: Audit your NAP across Google, Facebook, your website, and local directories (Yellow Pages, TrueLocal, etc.). Make them identical.
Your Google Business Profile is one of the highest-ROI marketing tools available to Australian businesses. Yet most are leaving it incomplete, outdated, or unmanaged.
Start with the mistakes that affect you most. If you haven't claimed your profile, do that today. If your hours are wrong, fix that immediately. Then work through the others systematically.
The businesses winning in local search aren't necessarily the biggest or most expensive. They're the ones who've optimised their GBP properly and keep it current. That can be you.
Visit google.com/business and search for your business name. Click 'Claim this business' and verify ownership through one of three methods: postcard verification (4-5 business days), phone verification (instant for eligible businesses), or email verification for service area businesses. Verification proves you own the business and prevents competitors from managing your listing.
Include your full business name, accurate phone number, complete street address, website URL, specific business category, opening hours (including public holidays), and service areas if applicable. Avoid keyword stuffing in your name. Incomplete profiles send customers to competitors, so ensure every field is filled accurately and professionally.
Your profile likely hasn't been claimed or verified, allowing outdated information to display. Google may also have marked it closed if you haven't updated hours or responded to customer activity. Claim your profile immediately and update all current information. This simple fix can increase customer inquiries by up to 40%.
Update your profile whenever business information changes: hours, phone numbers, services, or address. Add new photos and respond to customer reviews regularly. Consistent updates signal to Google that your business is active and trustworthy, improving your local search visibility and customer trust.
Claiming and verifying your profile is the foundation. If unclaimed, Google displays potentially incorrect information and competitors can influence your listing. This single step prevents customers from seeing wrong hours, closed status, or outdated details—directly impacting your ability to attract local customers.
Yes, significantly. Choosing the most specific category improves your visibility in relevant local searches. For example, 'aged care facility' performs better than generic 'nursing home' for attracting the right customers. Select the category that best matches your primary business type to maximise search visibility.
Absolutely. Studies show 72% of Australian small businesses have incomplete or poorly optimised profiles. Unclaimed listings display outdated hours, wrong contact details, or closed status, causing customers to choose competitors instead. Claiming your profile is essential for local SEO and customer acquisition.
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