You’ve probably Googled a local business, landed on their profile, and thought, “Huh, they still have their holiday hours from 2022.” It’s like walking into a store and finding Halloween decorations in May. Not a dealbreaker, maybe, but it doesn’t inspire confidence. That’s the problem with stale Google Business Profiles; they quietly chip away at trust, visibility, and clicks while no one’s looking.
And yet, so many businesses treat them like a one-and-done setup. Set it, forget it, lose traffic. Let’s fix that.
Why do profiles go stale?
It’s not one single thing, but a slow build of neglect. Think of it like a garden. If you don’t water it, prune it, or pull the weeds, it won’t die overnight, but it won’t bloom either.
First up: no updates, no love
Google likes signs of life. If your profile hasn’t been touched in months, no new hours, no updated photos, no posts, it starts to look like you’ve closed up shop. And customers notice. According to BrightLocal, 77% of people regularly read reviews before choosing a business, and if they see outdated info, they’re out. No second chances.
Then there’s the radio silence
Reviews are a two-way street. When customers take the time to leave feedback, good, bad, or weirdly poetic, and you don’t respond, it sends a message. Not just to them, but to Google too. The search algorithm favors businesses that engage. Ignoring reviews or skipping the Q&A section makes your profile look inactive, and that drags down your local ranking. Learn more from Google’s support page.
Missing pieces hurt more than you think
If your profile’s missing categories, service areas, or
accessibility attributes, you’re basically giving Google less to work with. And less data means fewer chances to match with search queries. Worse? Inconsistent NAP (Name, Address, Phone) info across listings confuses both algorithms and customers. It’s like telling people your office is on Main Street, but the sign on the door says Elm. Check out Moz’s guide on local search ranking factors.
No posts, no presence
Google Posts are one of the easiest ways to show you’re active, and yet they’re wildly underused. These little updates, sales, events, announcements, show up right in search results. And businesses that use them regularly show up more often in the local pack, according to
Whitespark. So if you’re not posting, you’re missing free real estate.
And let’s talk about photos
Low-res, outdated, or nonexistent images make your profile feel abandoned. Google’s own data shows that businesses with photos get 42% more direction requests and 35% more website clicks. That’s not a rounding error; that’s people deciding whether to visit or scroll past. Learn more at Google Business.
Alright, so how do we fix it?
Not with a one-time overhaul. This is a maintenance game. You don’t need to babysit your profile daily, but you do need a rhythm. Here’s what that looks like.
Start with a cleanup
Audit your core info. Make sure your NAP data is consistent everywhere. Double-check your hours, categories, and service areas. Tools like Moz Local or BrightLocal can help you spot inconsistencies fast, and fix them just as quickly.
Post like you mean it
Google Posts expire after seven days. That means if you’re not posting weekly, you’re invisible. Share a quick promo, highlight a new product, or just remind people you exist. It doesn’t have to be Shakespeare; it just has to be current.
Respond to everything
Whether it’s a glowing five-star rave or a one-star rant about your bathroom lighting, reply. Harvard Business Review found that businesses that respond to reviews see a 12% bump in review volume and better ratings overall. People like to be acknowledged. Even cranky people.
Fresh visuals, monthly
Add new photos every month. High-resolution shots of your storefront, your team, your products. Bonus points if you include EXIF data with geotags. That helps Google connect the dots between your visuals and your location. And no, stock photos don’t count. Learn
more via Google Maps API documentation.
Turn on messaging
Google Business Messages lets customers text you straight from your profile. If you’re not using it, you’re missing out on easy
conversions. Just make sure someone’s actually checking and
responding. A silent inbox is worse than no inbox.
Add some flavor with attributes
Is your business Black-owned? Women-led? Do you offer online appointments or curbside pickup? These attributes aren’t just nice to have; they’re searchable. And they help customers find businesses that match their values or needs.
Track what matters
Use Google Business Profile Insights to see what’s working. Are people clicking for directions? Calling? Visiting your site? Watch the trends and adjust. If your photo views tanked last month, maybe it’s time for a new batch. If your posts are getting zero clicks, try a different headline.
The bottom line?
A stale profile doesn’t just look bad; it costs you real
visibility, real traffic, and real trust. Google wants to show users businesses that are active and responsive. So treat your profile like a living thing. Feed it. Talk to it. Give it some attention once a week. It’ll pay you back in clicks and customers.
That’s one more tool in the belt.
We’ll be back soon with more you can use.
Until then, keep building.
– Perfect Sites Blog