My Google Business Profile is Live, But Nobody's Seeing It – What Now?

Congratulations on claiming your Google Business Profile (GBP)! Many business owners think simply having a profile is enough. It’s not. In Calgary, and across Canada, competition for local visibility is fierce. Getting views – and crucially, converting those views into customers – requires a deliberate strategy. Here’s a step-by-step guide, going beyond the basic “fill out everything” advice. This is based on what we’ve seen drive real results for our clients at Eikeland SEO over the last decade.

What Order Should I Complete My Profile In?

Don’t just jump around. Google seems to prioritize profiles with comprehensive, consistent information. This is the order we recommend:

  1. Business Name: Use your legal business name. Avoid keyword stuffing ("Calgary Pizza Restaurant – Tony's"). This can lead to suspension.
  2. Address: Accurate and consistent with your website and other online citations. If you operate as a service-area business (SAB) – you go to customers – you can hide your address and specify service areas. This is common for plumbers, electricians, etc.
  3. Categories: This is critical. Choose your primary category carefully – it's the most important. Then add 2-4 additional relevant categories. Be specific! “Restaurant” is broad. “Italian Restaurant,” “Pizza Takeout,” “Family Restaurant” are better. Check what your competitors are using (without copying exactly). Think like a customer: what would they search for to find you?
  4. Hours: Absolutely accurate, including special hours for holidays. Google’s algorithm heavily favours businesses with consistent, up-to-date hours.
  5. Phone Number: Use a local phone number. Track calls if possible to measure GBP effectiveness.
  6. Website: Direct link to your homepage.
  7. Attributes: These are specific to your business type. Select all that apply (e.g., “Wheelchair accessible,” “Free Wi-Fi,” “Outdoor seating”). Attributes help Google refine search results.
  8. Description: This is your elevator pitch. You get 750 characters. Focus on benefits, not just features. Include keywords naturally (again, avoid stuffing). Highlight what makes you unique. Don’t repeat information already stated elsewhere in the profile.
  9. Photos: This is where many businesses fall short. Upload a minimum of 10-15 high-quality photos. Include:
    • Exterior Photos: Show the front of your building, clearly displaying signage.
    • Interior Photos: Showcase your atmosphere, products, and team.
    • Product/Service Photos: Highlight what you offer.
    • Team Photos: Humanize your business.

    Google prioritizes visually appealing profiles. Regularly add new photos to keep things fresh. Avoid stock photos – authenticity matters.

  10. Services/Products: If applicable, use the “Services” or “Products” sections to list what you offer with descriptions and pricing.

What About Schema Markup? Does My GBP Need It?

This is a common question. While Google Business Profile is a structured data source in itself, adding Schema markup to your website is still incredibly valuable. It reinforces the information in your GBP and provides Google with additional context. Specifically, implement LocalBusiness schema on your contact or about page. A basic example:

Important: Notice that closed days are explicitly set to `true` rather than using `null`. Omitting days entirely is the correct approach. Ensure this schema matches your GBP hours exactly.

Google Posts: More Than Just Announcements

Google Posts are short updates that appear in your GBP listing. Many businesses treat them as simple announcements. They can be much more effective.

  • Types of Posts: Use all available types – “What’s New,” “Event,” “Offer,” “Product.”
  • Frequency: Aim for at least one post per week.
  • Content Strategy: Don’t just advertise. Share helpful tips, industry news, customer success stories, or behind-the-scenes glimpses. Create value.
  • Call to Action: Include a clear call to action (CTA) – “Learn More,” “Shop Now,” “Call Now.”
  • Images/Videos: Always include a compelling visual.

Pro Tip: Posts expire after 7 days, so consistent posting is crucial. Google gives priority to recently posted content.

What About FAQ Schema & Reviews?

In 2023 and 2026, Google significantly reduced the visibility of FAQ rich results. While FAQ schema can still help Google understand your content, it's unlikely to produce visible FAQ accordions in search results for most businesses. Focus on creating comprehensive, easy-to-understand content instead.

Reviews are essential. Encourage satisfied customers to leave reviews on Google. Respond to all reviews, both positive and negative. A strong review profile builds trust and credibility. As we discuss on our blog, Google’s review filter is complex and can hide reviews – monitor it regularly.

What Most Guides Don’t Tell You

Here’s where experience comes in.

  • Proximity is Still Key: Local search isn’t just about ranking. Proximity to the searcher is huge. Someone searching “pizza near me” will see businesses closest to their location first, even if their GBP isn’t perfectly optimized.
  • Google Updates Constantly: The algorithm is always changing. What worked last year may not work today. Stay informed and adapt your strategy.
  • Consistency is Paramount: NAP (Name, Address, Phone Number) consistency across all online directories is vital. Use a citation management service to monitor and correct inconsistencies.
  • Mobile-First Indexing: Google primarily uses the mobile version of your website for indexing and ranking. Ensure your website is mobile-friendly.

Optimizing your Google Business Profile is an ongoing process. It’s not a one-time task. Consistent effort and attention to detail are essential for long-term success. If you’re looking for expert help with your local SEO, the team at Eikeland SEO can develop a customized strategy for your business.

Ready to take the next step? Contact us for a free consultation.