You've created your Google Business Profile, filled in a few fields, added a photo and you think that's enough? Unfortunately, most businesses make mistakes that silently sabotage their visibility. Here are the 10 most common mistakes and how to fix them right away.

Basic mistakes that cost you dearly

Mistake 1: Wrong primary category. Choosing "Restaurant" when you're actually a "Japanese restaurant" puts you up against every type of restaurant. Be as specific as possible. Google offers more than 4,000 categories — find the one that fits you exactly.

Mistake 2: Incorrect or incomplete hours. Wrong hours create customer frustration and negative reviews. Worse, Google penalises profiles with inaccurate information. Don't forget the special hours: bank holidays, summer breaks, occasional closures.

Mistake 3: No description or one that's too short. You have 750 characters to describe your business. Use them all. It's content Google indexes and uses to assess how relevant your profile is.

Mistakes around visual content

Mistake 4: Too few photos. Profiles with more than 100 photos get 520% more calls than those with fewer than 10. Add photos of your storefront, the interior, your signature products, your team and your customers (with their permission).

Mistake 5: Poor-quality photos. Blurry, dark or badly framed photos give a negative image of your business. Invest in a few professional photos for your profile, or learn the basics of smartphone photography.

Engagement and follow-up mistakes

Mistake 6: Not replying to reviews. We've said it and we'll say it again: reply to every review, positive and negative. It's a quality signal for Google.

Mistake 7: Never publishing posts. Google Business posts are a free tool to keep your profile alive. Publish promotions, events and news at least once a week.

Mistake 8: Ignoring questions and answers. People ask questions on your profile. If you don't answer, anyone can answer in your place — sometimes with incorrect information.

Technical mistakes

Mistake 9: Marker placed wrongly on the map. Check that the Google Maps pin points exactly to your business. A few metres off can send your customers to the shop next door.

Mistake 10: Inconsistent information across platforms. If your phone number is different on Google, Yellow Pages and your website, Google loses trust in the reliability of your data. Standardise your NAP (Name, Address, Phone) across every place you appear online.