When it comes to your Google Business Profile, are you of the “Set It and Forget It” mindset? Your listing is a dynamic tool requiring active updates.
I have a really weird thought…
What if small business owners think of their Google Business Profile like a crockpot?
They just throw in their business name, address, phone number, and website, then put the lid on and walk away.
Somehow, magically, a few hours later, Google serves up a perfectly cooked batch of new customers.
Wow, wouldn’t that be nice?
Unfortunately, your Google Business Profile is less like a crockpot and more like a houseplant.
It needs the right setup, regular attention, and fresh content.
Google Business Profile for Local SEO
When you search for a business or place near your location, you’ll find local results on Google Maps and Search.
For example, you do a search for “olive burger” on your phone.
Google will show you any nearby businesses that mention an olive burger on their menu.
If your Google Business Profile is optimized and updated, it will improve your local ranking.
Common Google Business Profile Myths
Most small business owners underuse or completely ignore their Google Business Profile.
This neglect can be due to a lack of time, verification hurdles or myths about their profile.
Let’s clear up five common myths I hear from small business owners!
Myth #1: “I claimed my profile, so I’m done.”
The real buzz: Claiming your Google Business Profile is the starting line, not the finish line.
Your profile needs complete and accurate information, the best primary and secondary categories, updated hours, services, photos, reviews, and fresh posts. Google also changes features from time to time, so it is worth checking your profile regularly.
Think of it this way: You would not put up an OPEN sign, unlock the front door once, and assume your business could run itself forever. Your Google Business Profile needs ongoing attention too.
Myth #2: “My website and profile do the same job.”
The real buzz: They work together, but they do different jobs.
Your profile helps people discover your business in Google Search and Google Maps. Your website gives them the deeper information they need to trust you, understand your services, and take the next step.
A strong profile can lead someone to your website. A strong website can reinforce the information on your profile. When the details are accurate and consistent across both, Google and potential customers have a clearer picture of who you are, what you do, and where you do it.
They are teammates, not twins.
Myth #3: “I only need reviews when I’m trying to improve my ranking.”
The real buzz: Reviews are not just ranking decorations. They help real people decide whether to contact you.
A steady stream of honest, recent reviews shows that your business is active and that customers are having current experiences with you. Your replies matter too. A thoughtful response shows potential customers that there is a real person behind the business.
You do not need to launch a dramatic review campaign once every three years. Make asking for feedback a natural part of serving your customers, and respond like a human when they take the time to leave it.
Myth #4: “Google Business Profile posts are basically social media posts.”
The real buzz: They may look similar, but people see them in a different frame of mind.
Someone scrolling Facebook might be relaxing, avoiding laundry, or watching a video of a raccoon stealing cat food. Someone viewing your Google Business Profile may already be searching for a service, comparing local businesses, or deciding whom to call.
That makes Google posts a useful place to share timely updates, featured services, events, seasonal reminders, helpful tips, and clear next steps. Posting regularly also helps your profile look current and cared for.
You can often adapt content you already created for social media. Just make sure it makes sense for someone who may be much closer to making a decision.
Myth #5: “If I’m not showing first in Google Maps, my profile must be broken.”
The real buzz: Local search results are not one fixed list that everyone sees.
Google Maps results can change based on where the person is searching from, what words they use, how relevant the business is to that search, and how established the business appears online.
Here in northern Michigan, geography and proximity can make an especially big difference. A person searching in Harbor Springs may see a different mix of businesses than someone searching from Petoskey, even when they type the same phrase.
There is no magic button that guarantees the number-one spot everywhere. The better goal is to build a complete, accurate, active profile supported by a helpful website, consistent business information, relevant local content, and genuine customer reviews.
Google Business Profile Is Not a Crockpot
You don’t need to fuss with your Google Business Profile every day, and you don’t have to become a Google expert to have a great listing.
But, it does need more than a one-time setup and a hopeful little pat on the lid.
Check it. Update it. Add fresh photos. Share useful posts. Ask happy customers for reviews.
Most importantly, make sure your profile is about your business today, not four or five years ago.
When was the last time you gave your Google Business Profile a good once-over?
OK, if your profile has been ignored so long that you’re afraid to look at it, go peek anyway.
Does it still have your winter hours?
Are there any photos from 2026… or 2025, even?
Let me know if you need help or have questions!
Google Business Profile FAQs
