Google Business Profile updates: what local businesses need to know

If you run a local business, your Google Business Profile is probably doing more work for you than you realise.

It's often one of the first things someone sees when they search for your business. Before they've visited your website or found you on social media, they may already have checked your opening hours, read your reviews, looked through your photos and worked out how to contact you.

It's also completely free, which makes it one of those parts of your marketing that is very easy to underestimate.

A couple of Google Business Profile issues caught my attention recently, particularly around business addresses, local rankings and reviews. You don't need to make any dramatic changes because of them, but they are a good reminder to check that your own profile is accurate and up to date.

Here's what I'd be looking at.

1. Changed your business address?

One of the bigger Google Business Profile stories recently has been around what happens when a business changes address.

Search Engine Land reported that updating the address shown on your Google Business Profile may not immediately change the location Google is using when determining local rankings.

In other words, changing the address in your profile doesn't necessarily mean everything behind the scenes updates at exactly the same time. If you've recently moved premises, I'd check your wider online presence too.

Your address should be consistent across your website, Google Business Profile and any other important places your business is listed. I'd also physically check your Google Maps pin rather than assuming it's in the right location.

What I'd check

• Is your address correct on your Google Business Profile?

• Does it match the address on your website?

• Is your Google Maps pin in the right place?

• Are your phone number and contact details still correct?

• Are there any old business listings showing your previous address?

You don't need to spend hours doing this. But it’s worth making sure Google and your potential customers are being given the same information wherever they find you.

2. If your Google reviews disappear, don't immediately panic

Another issue reported recently involved businesses seeing Google reviews disappear or their review count suddenly change.

Understandably, if you've spent years building up good reviews and suddenly they appear to have vanished, your first reaction probably isn't going to be particularly calm, I would also be a bit worried.

However, in some of the recent cases, reviews hadn't actually been deleted. Google was investigating a wider issue affecting how reviews were being displayed.

If you notice something similar, I'd do a little checking before assuming the reviews are gone for good.

Look at your public Google listing rather than relying solely on what you're seeing inside your dashboard. You can also check your listing through Google Maps or in an incognito browser and see whether Google has acknowledged a wider problem.

I would still keep an eye on it, particularly if reviews remain missing, but a sudden change doesn't necessarily mean you've done something wrong or that your customer’s reviews have been permanently removed.

3. The bigger reminder for local businesses

Neither of these updates means you need to completely rethink your Google strategy.

Your Google Business Profile isn't something to set up once and then forget about.

I see this quite a lot. A business has claimed its profile, added its opening hours and uploaded a few photos, but nobody has looked at it properly for months, even years!

Meanwhile, the business itself has changed. You might have introduced a new service, changed your opening hours, updated your website, moved premises or taken some brilliant new photos.

Your Google profile should change with you.

I usually recommend treating it as part of your wider marketing rather than another completely separate job. Your website, social media and Google Business Profile should all give someone an accurate picture of your business and make it easy for them to take the next step.

What I'd check on your Google Business Profile this week

If you haven't looked at yours properly for a while, give yourself ten minutes and check:

• Your address and Google Maps pin

• Your opening hours

• Your website and contact details

• Your latest reviews and any that need a response

• Your services

• Your photos

• Any information that no longer reflects your business

If you've recently moved, changed your services or updated your website, I'd make this even more of a priority.

And while you're there, upload a recent photo. It's an easy way to keep your profile looking current rather than leaving potential customers looking at images from three years ago.

Don't treat Google separately from the rest of your marketing

This is probably the biggest thing I'd like small businesses to take away from this.

Your Google Business Profile, website and social media aren't three completely separate marketing jobs.

Someone might discover you through Google, look through your reviews, visit your website and then spend ten minutes looking through your Instagram before they ever enquire.

Each part helps them build a picture of your business.

Keeping your Google Business Profile accurate isn't particularly exciting, but it makes that journey much easier and helps make sure the business someone finds online actually reflects the business you've built.

If you've never properly reviewed your Google Business Profile, this is a good excuse to give it a check.

If you're not sure whether yours is working as hard as it could be, get in touch. I can take a look and help you work out what could be improved