Is Your Google Profile Outdated? Check These 6 Places First

By Leela

I'll never forget the morning a local bakery owner called me, nearly in tears. She'd just discovered that her Google Business Profile still listed her old phone number—the one she'd disconnected eight months earlier. "How many customers tried to call and gave up?" she asked. We'll never know for sure, but her profile had been viewed over 2,000 times during those eight months. That's potentially hundreds of lost orders, all because of one outdated piece of information.

Here's the thing: your Google Business Profile isn't a "set it and forget it" kind of deal. It's more like a living, breathing representation of your business that needs regular attention. And honestly? Most business owners have no idea just how outdated their profiles have become until something goes wrong.

In this guide, I'm walking you through the six most critical places where your Google profile is probably outdated right now—and exactly how to fix each one. No tech jargon, no complicated processes. Just practical steps you can knock out this afternoon.

What Does It Mean When Your Google Profile Is Outdated?

An outdated Google Business Profile means the information displayed about your business on Google Search and Maps doesn't accurately reflect your current reality. Maybe your hours changed, your phone number switched, or you added new services that aren't listed.

The problem? Google doesn't automatically know when things change in your business. You have to tell it. And when you don't, potential customers see incorrect information, which erodes trust and costs you money. According to recent data, businesses with complete and accurate profiles are 70% more likely to attract customers than those with outdated information.

Let's dig into the six places you need to check right now.

1. Your Business Name, Address, Phone Number, and Website (NAP-W)

Why This Matters More Than You Think

I learned this lesson the hard way while helping a plumbing company that had three different addresses floating around the internet. Their Google profile showed one address, their website had another, and their Yelp listing had a third. Google's algorithm saw these inconsistencies and basically said, "I don't trust any of this," tanking their local search rankings.

Your NAP-W information is the foundation of your entire online presence. Consistency across all platforms tells Google, "Yes, this is a legitimate business." Inconsistency makes Google suspicious—and suspicious Google is not your friend.

What to check right now:

  • Business name: Does it match your legal business name exactly? Avoid the temptation to stuff keywords into your name (like "Joe's Pizza Best Pizza in Boston"). Google's gotten smart about this and may penalize you.
  • Address: Is it current and formatted correctly? If you moved locations, even across the street, update it immediately.
  • Phone number: Does it ring? Is it the number you actually want customers calling?
  • Website: Does the URL work? Does it lead to your actual site, not a broken link or competitor's page?

How to fix it:

  • Log into your Google Business Profile Manager
  • Click on "Info" in the left sidebar
  • Review each field carefully
  • Make corrections and click "Apply"
  • Then—and this is crucial—check every other directory where your business is listed (Yelp, Facebook, industry directories) and update those too

One restaurant owner I worked with discovered her website URL had a typo that had been there for two years. Two years of potential customers clicking through and landing on an error page. She fixed it in 90 seconds, and within a month, her website traffic from Google increased by 35%.

2. Your Business Hours (Including Special Hours)

The Silent Customer Killer

Nothing frustrates customers more than showing up to a closed business when Google said you'd be open. I've done it myself—drove 20 minutes to a hardware store that Google promised was open on Sunday, only to find locked doors. Did I go back? Nope. Found a competitor instead.

BrightLocal's 2023 research found that 88% of consumers trust online information as much as personal recommendations. When your hours are wrong, you're breaking that trust before customers even walk through your door.

What to check:

  • Regular weekly hours for each day
  • Special hours for holidays (Thanksgiving, Christmas, New Year's, etc.)
  • Temporary changes (renovations, staff shortages, seasonal adjustments)
  • Whether you've marked yourself as "temporarily closed" and forgotten to reopen

Common mistakes I see:

You updated your hours in one place but not on Google. Maybe you changed your website and Facebook but forgot about your Google profile. Customers will find the inconsistency, and it looks unprofessional.

You're using the "24 hours" designation when you're actually only open late. If you close at all, don't mark yourself as 24 hours—it'll cause problems when someone shows up at 3 AM.

You never added special holiday hours. Every year, businesses lose customers around holidays because their profiles say they're open when they're actually closed with family.

How to fix it:

  • Go to your Google Business Profile Manager
  • Click "Info," then scroll to "Hours"
  • Update your regular hours
  • Click "Add special hours" for any upcoming holidays or events
  • Set a calendar reminder to review this quarterly

Pro tip: Google lets you add special hours up to a year in advance. Every January, I sit down and add all the major holidays for the year. Takes 10 minutes and saves countless headaches.

3. Your Business Description

Your 750-Character Sales Pitch

Your business description is prime real estate, yet I'd estimate 60% of the profiles I review either have no description at all or something generic like "We provide quality service." That tells me nothing, and it certainly doesn't convince me to choose you over your competitor down the street.

You get 750 characters to tell potential customers what you do, why you're different, and why they should care. Use them wisely.

What makes a good description:

Think about the questions customers ask you most often. A coffee shop might get: "Do you have oat milk?" "Is there WiFi?" "Can I work here for a few hours?" Your description should answer those questions before they're even asked.

Here's a real example I helped rewrite:

Before: "Family-owned restaurant serving food since 1985."

After: "Family-owned Italian restaurant serving authentic recipes passed down three generations. Our handmade pasta and wood-fired pizzas use locally sourced ingredients. Full bar, outdoor patio seating, and private event space available. Vegetarian and gluten-free options. Open for lunch and dinner, closed Mondays."

See the difference? The second version tells you what to expect, what makes them special, and answers common questions (dietary options, availability, atmosphere).

How to write yours:

  • Start with what you do (be specific—not "home services" but "24-hour emergency plumbing and water heater repair")
  • Add what makes you different (30 years experience, family-owned, eco-friendly products, etc.)
  • Include key services or products
  • Address common customer questions
  • End with a gentle call to action or unique selling point

Keywords matter, but don't be weird about it:

Yes, include terms people might search for—"affordable," "emergency," "same-day," "locally owned." But write for humans first. A description stuffed with keywords like "best pizza Chicago deep dish pizza Chicago pizza delivery Chicago" will turn people off and may actually hurt your rankings.

I usually write the description naturally first, then go back and see if there are one or two relevant search terms I can work in without making it awkward.

4. Photos and Videos

Show, Don't Just Tell

Last month, I was looking for a new dentist. I narrowed it down to two offices with similar reviews and prices. One had three photos—the outside of the building, the reception desk, and a stock photo of someone smiling with perfect teeth. The other had fifteen photos showing the actual treatment rooms, the dentist and staff, the waiting area with toys for kids, and even before-and-after shots of actual work they'd done.

Guess which one I called?

Research from CloudPano shows that photos and videos can increase customer engagement by up to 40%. But here's what really matters: the right photos. Not just any photos.

What photos you actually need:

  • Exterior shots: So people can find you and know they're in the right place
  • Interior shots: Show your space—is it modern? Cozy? Professional? Spacious?
  • Team photos: Put faces to names; people want to know who they'll be working with
  • Products or services in action: Show your work, your food, your results
  • Before-and-after photos: If applicable, these are incredibly powerful

What doesn't work:

Stock photos that clearly aren't your business. Customers can tell, and it feels dishonest.

Photos from 2015 that show your old location, old branding, or outdated interior. If you've renovated or updated anything, get new photos.

Blurry, dark, or poorly framed shots taken on a phone in bad lighting. You don't need professional photography for everything, but quality matters.

How to do this right:

  • Take photos during your business's best lighting (usually morning or early afternoon)
  • Clean up before you shoot—straighten, declutter, make it look inviting
  • Include people when possible (with permission)—spaces with people feel more welcoming
  • Upload at least 10 high-resolution photos covering different aspects of your business
  • Update photos every 3-6 months, especially if anything changes

Videos are your secret weapon:

A 30-60 second video tour of your business, an introduction from the owner, or a behind-the-scenes look at your process can set you apart dramatically. Most businesses still aren't using video, which means you have an opportunity to stand out.

I helped a local auto repair shop record a simple 45-second video of the owner explaining their inspection process. Nothing fancy—just him talking to the camera in the garage. That video got more engagement than anything else on their profile and directly led to several customers mentioning they chose the shop because "the owner seemed trustworthy."

5. Reviews and Your Responses

The Conversation You're Probably Ignoring

Here's a question: when was the last time you responded to a review? If you're like most business owners, the answer is either "never" or "only when someone left a really bad one and I panicked."

Reviews are a two-way conversation, and your responses (or lack of them) tell potential customers a lot about how you'll treat them.

Why this matters so much:

Think about how you use reviews when choosing a business. You probably don't just read the star rating—you read what people actually said. But here's what many people don't realize: you're also noticing whether the business responds.

When I see a business that responds to every review—thanking people for positive feedback and professionally addressing negative comments—I think, "They care about their customers." When I see a business that never responds, I wonder if anyone's actually paying attention.

What to do with positive reviews:

Respond to every single one. I know that sounds like a lot, but it takes 30 seconds per review, and it makes a huge difference.

Keep responses personal and specific. Instead of a generic "Thanks for the review!" try something like "Thanks for mentioning our quick service, Maria! We're glad we could get your car back to you the same day. Hope to see you again for your next oil change."

What to do with negative reviews:

First, breathe. One negative review won't destroy your business. In fact, all five-star reviews can look suspicious—people trust businesses with a few four-star reviews mixed in.

Respond quickly (within 24 hours if possible) and professionally. Never get defensive or argue.

Acknowledge the problem, apologize if appropriate, and explain what you'll do to fix it. Then take the conversation offline.

Here's a template I use:

"Thanks for sharing your experience, [Name]. I'm sorry we didn't meet your expectations with [specific issue]. This isn't the level of service we aim for. I'd like to make this right—please call me directly at [number] or email [email] so we can resolve this. - [Your name], [Title]"

The mistake that makes me cringe:

Ignoring negative reviews completely. It looks like you either don't care or aren't paying attention to your business. Even a simple acknowledgment is better than silence.

I once watched a restaurant owner argue with a negative reviewer in the comments, getting progressively more defensive and rude. Their star rating dropped not because of that one bad review, but because potential customers read the owner's responses and decided they didn't want to deal with someone so unprofessional.

6. Posts and Updates

The Feature Most Businesses Forget Exists

Pop quiz: when was the last time you posted an update to your Google Business Profile? If you're scratching your head thinking, "Wait, I can do that?" you're not alone. Google Posts is one of the most underutilized features I see.

Here's why you should care: posts keep your profile active and engaging, they show up directly in search results, and Google's algorithm favors profiles that post regularly. According to SterlingSky's 2024 data, regularly updated profiles see a 50% increase in engagement compared to static ones.

What you can post:

  • Updates: General news about your business ("New summer menu now available!")
  • Offers: Promotions and special deals ("20% off all services this week—book now")
  • Events: Upcoming events or special occasions ("Join us for our anniversary celebration on Saturday")
  • Products: Highlight specific products or services

How often should you post?

Ideally, at least once a week. But honestly? Once a month is infinitely better than never. Start where you are.

What makes a good post:

Clear, benefit-focused message. Not "We're having a sale" but "Save 25% on heating system maintenance—book by Friday to lock in winter-ready rates."

Eye-catching photo or video. Posts with visuals get significantly more engagement.

Call to action. Tell people what to do next: "Call now," "Book online," "Stop by this weekend."

Real example:

A hair salon I worked with started posting weekly "transformation Tuesday" photos showing before-and-after shots of recent color jobs (with client permission, obviously). Each post took them maybe 5 minutes to create. Within three months, they were getting 2-3 new clients per week who specifically mentioned seeing those posts and being impressed by the work.

The editing capability you need to know about:

If information in a post changes—say you posted about an event and the date moved—you can edit the post rather than deleting it. This maintains any engagement the post has already received. Just click on the post and select "Edit."

How Does Keeping Your Google Profile Updated Actually Work in Practice?

The honest answer? It works best when you build it into your routine rather than treating it as a one-time project.

Here's the system I recommend to every business owner:

Monthly (first Monday of each month, 15 minutes):

  • Review NAP-W information for accuracy
  • Check that hours are still correct
  • Upload 2-3 new photos
  • Create and schedule 4 posts for the month

Quarterly (30 minutes):

  • Review and update business description if needed
  • Add special hours for upcoming holidays
  • Audit all photos and remove outdated ones
  • Check that services or products list is current

Weekly (5 minutes):

  • Respond to any new reviews
  • Check insights to see how people are finding you

As needed:

  • Post about special offers, events, or news
  • Update immediately if anything changes (hours, phone, address)

The bakery owner I mentioned at the beginning? She now sets a calendar reminder for the first Monday of every month. She spends 20 minutes updating her profile, and she hasn't had a single issue with outdated information in over a year. More importantly, her Google profile views have increased by 40%, and she's consistently getting 5-10 new customers per month who found her through Google.

What Are the Main Benefits of Keeping Your Profile Updated?

Let me break down what you actually get from maintaining an accurate Google Business Profile:

More visibility in local search: Google's algorithm prioritizes complete, active, accurate profiles. When someone searches for "plumber near me" or "best pizza in [city]," Google is more likely to show businesses with updated, comprehensive profiles. It's not the only ranking factor, but it's significant.

Higher conversion rates: When potential customers find accurate information, they're more likely to take action—call you, visit your website, get directions. Incomplete or outdated information creates friction, and friction kills conversions.

Better customer experience: Imagine you're a customer trying to decide whether to visit a business. Would you rather see a profile with current photos, accurate hours, recent posts, and thoughtful responses to reviews? Or one that looks like it hasn't been touched in years? The choice is obvious.

Competitive advantage: Here's the reality: most of your competitors aren't doing this well. By simply maintaining an updated, complete profile, you're automatically ahead of 60-70% of businesses in your category.

Trust and credibility: Consistent, accurate information across the web builds trust. Inconsistent information raises red flags. It's that simple.

What Mistakes Should You Avoid?

I've seen businesses make the same mistakes over and over. Here are the ones that cause the most damage:

Keyword stuffing your business name: "Joe's Pizza Best Pizza Delivery Chicago Affordable Pizza" isn't your business name, and Google knows it. Stick to your actual business name. You can use keywords naturally in your description instead.

Setting and forgetting: Creating your profile once and never updating it is almost as bad as not having one at all. Outdated information actively hurts your credibility.

Ignoring negative reviews: Pretending they don't exist won't make them go away. Address them professionally, and potential customers will respect how you handle problems.

Using low-quality or irrelevant photos: That stock photo of a handshake or a generic office space isn't fooling anyone. Show your actual business.

Inconsistent information across platforms: If your Google profile says one thing, your website says another, and your Facebook page says something else, Google doesn't know what to trust—and neither do customers.

Not claiming your profile: Surprisingly common. If you haven't claimed and verified your Google Business Profile, you're not in control of the information shown about your business. Someone else might be editing it, or Google might be pulling outdated information from other sources.

Forgetting about service areas: If you're a service area business (you go to customers rather than them coming to you), you need to set up your service areas correctly. Listing a physical address when you don't have a storefront can confuse customers and hurt your rankings.

When Should You Prioritize Updating Your Profile?

Some updates are urgent; others can wait. Here's how I prioritize:

Update immediately:

  • Phone number changes
  • Address changes
  • Business hours changes
  • Temporary closures or reopenings
  • Critical corrections to wrong information

Update within a week:

  • New services or products
  • Major changes to your business description
  • Responding to negative reviews

Update monthly:

  • Adding new photos
  • Creating posts
  • Refreshing your description if needed

Update quarterly:

  • Reviewing all information for accuracy
  • Adding special holiday hours
  • Auditing and updating your services list

Real Talk: Is This Actually Worth Your Time?

Look, I get it. You're busy running your actual business. The idea of adding another task to your already overwhelming to-do list might feel like too much.

But here's what I've seen: businesses that maintain their Google Business Profile consistently see real, measurable results. We're talking about more phone calls, more website visits, more customers walking through the door.

One HVAC company I worked with was skeptical about spending time on their Google profile. They finally committed to updating it properly and maintaining it monthly. Within three months, they tracked a 47% increase in phone calls directly from their Google profile. That translated to roughly 15 additional service calls per month. For them, that was worth about $4,500 in monthly revenue—for maybe an hour of work total per month.

The math isn't hard: if updating your Google profile brings you even one additional customer per month, it's probably worth significantly more than the time you invested.

Frequently Asked Questions

How long does it take to update my Google Business Profile?

If you're doing a complete audit and update for the first time, plan for 1-2 hours. After that, monthly maintenance takes about 15-20 minutes, and weekly review responses take 5-10 minutes. The time investment is minimal compared to the potential return.

Can someone else edit my Google Business Profile without my permission?

Users can suggest edits, and if you haven't claimed your profile, those suggestions might go live automatically. This is why claiming and verifying your profile is so important—it gives you control over what information appears.

How do I know if my profile is actually outdated?

Go to your profile as if you were a customer (search for your business name on Google). Look at every piece of information displayed. Is it 100% accurate? If not, it's outdated. Also check your Google Business Profile Manager for any warnings or notifications about needed updates.

What happens if I don't keep my profile updated?

You'll likely see decreased visibility in local search results, fewer customer interactions (calls, direction requests, website visits), and potentially lost customers who find incorrect information and go to a competitor instead. Plus, inconsistent information damages your credibility.

How often does Google change its Business Profile features?

Google updates and changes features regularly—several times per year. Major changes are usually announced, but minor tweaks happen constantly. This is another reason to check your profile monthly rather than assuming everything stays the same.

Can I schedule posts in advance on my Google Business Profile?

Not directly through Google Business Profile Manager, but many third-party tools allow you to schedule Google Posts in advance. Alternatively, you can use GMBMantra's automated posting feature to create and schedule posts without manual effort each time.

Do I really need to respond to every single review?

You don't have to, but you should. It shows you're engaged and care about customer feedback. Even a simple "Thanks for your review!" on positive reviews takes seconds and makes customers feel valued. For negative reviews, responses are absolutely critical.

What's the best way to get more photos on my profile?

Take them yourself regularly—make it part of your routine. Also, customers can upload photos, which is great for authenticity. Encourage happy customers to share photos of their experience. Just make sure you're also adding your own high-quality photos that show your business in the best light.

Should I delete old photos from my profile?

If they're outdated (showing old branding, previous locations, discontinued products), yes. But if they're just older photos that are still accurate, you can leave them. Focus on adding new, current photos regularly rather than deleting everything old.

How do I verify my Google Business Profile?

Google will send you a verification code, usually by postcard to your business address. Some businesses qualify for phone, email, or video verification. Once you receive the code, enter it in your Google Business Profile Manager to complete verification. This process can take 5-14 days for postcard verification, so start it as soon as possible.

The Bigger Picture

Your Google Business Profile sits at the intersection of search, maps, and customer decision-making. It's often the first detailed information potential customers see about your business, and first impressions matter enormously.

But here's what I really want you to understand: keeping your profile updated isn't about gaming Google's algorithm or chasing some SEO magic bullet. It's about making it easy for customers to find accurate information about your business so they can make informed decisions and actually reach you.

Every piece of outdated information is friction. Every missing photo is a missed opportunity to show what makes your business special. Every unanswered review is a signal that maybe you don't care that much about customer feedback.

The businesses that win in local search aren't necessarily the ones with the biggest budgets or the fanciest websites. They're the ones that show up consistently with accurate, helpful, engaging information right where customers are looking for it.

Taking Action Today

If you're feeling overwhelmed, start here:

For the next 30 minutes:

  • Log into your Google Business Profile Manager
  • Verify your NAP-W information is accurate
  • Check your business hours
  • Respond to any unanswered reviews

This week:

  • Upload 5 new photos of your business
  • Update your business description
  • Create your first post

This month:

  • Set up a recurring calendar reminder to review your profile monthly
  • Create a simple checklist of what to review each time
  • Commit to posting at least twice per month

The truth is, you don't need to do everything perfectly right away. You just need to start and stay consistent.

And if managing all of this manually feels like too much—especially if you're juggling multiple locations or just don't have the time—tools like GMBMantra can automate much of this process. Their AI assistant Leela handles review responses, creates posts, monitors your profile for accuracy, and keeps everything updated 24/7. For businesses that want the benefits of an optimized Google profile without the constant manual work, automation can be a game-changer.

But whether you do it manually or use automation, the important thing is that it gets done. Your Google Business Profile is working for you right now—either bringing customers in or sending them away. The question is: which one do you want it to be?

Start with one update today. Check your business hours. Respond to a review. Upload a photo. Small consistent actions compound into significant results over time.

Your future customers are searching for businesses like yours right now. Make sure they find accurate, compelling, current information when they find you.