5 Common Google Business Profile Mistakes That Tank Your Local Search

5 Common Google Business Profile Mistakes Clinics Make (and How to Fix Them)

Your Google Business Profile (formerly Google My Business) is one of the most powerful—and underutilized—tools for driving local visibility and patient bookings. For clinics, having a fully optimized, accurate, and engaging listing can mean the difference between showing up for “chiropractor near me” searches or being buried under competitors. In this post, we’ll walk through the five most common mistakes clinics make on their Google Business Profile listings and provide step-by-step instructions to fix them—so you can boost your local visibility, engagement, and ultimately, your bookings.

1. Incomplete Services Section

Why it matters:
Google uses the Services section to match businesses with specific search queries. When you clearly list individual services—with descriptive titles—Google can surface your clinic for the right searches. Lumping everything under “Back Pain” or “Chiropractic” won’t cut it.

How to fix it:

1. Log in to your Google Business Profile dashboard.
2. Navigate to the “Services” tab under your profile.
3. Review existing entries. If someone else (a past agency, team member, or Google itself) has added generic or inaccurate services, remove or correct them.
4. Add each distinct service as its own entry. For example:
   • Chiropractic Adjustment
   • Dry Needling Therapy
   • Shockwave Therapy
   • Spinal Decompression
5. Write clear descriptions (1–2 sentences) for each service that explain what it is, who it’s for, and any unique aspects of your approach.

Pro tip: Don’t list conditions (e.g., “Back Pain”). Instead, focus on the treatments you offer. Google’s algorithm will connect those treatments with patient queries that include conditions.

2. Underutilized Business Description

Why it matters:
Your business description (up to 750 characters) is prime real estate for telling Google—and prospective patients—exactly who you are, what you do, and where you do it. Many clinics stop after a 150-word blurb, missing out on both keyword opportunities and richer context.

How to fix it:

1. Open your profile and scroll to the “Business Description” field.
2. Audit your current text: Is it brief and vague? Does it mention your target location or highlight your signature services?
3. Expand strategically:
   • Include primary keywords naturally (e.g., “chiropractic care in [Your City]”).
   • Name your top services (“We specialize in spinal decompression, dry needling, and prenatal chiropractic care”).
   • Mention your service area (e.g., “Serving patients in [City], [Neighboring Town], and surrounding suburbs”).
4. Use AI for a draft: If you’re stuck, prompt your favorite AI tool:

   “I am [Clinic Name], offering [List of Services] to patients in [Regions Served]. Expand this into a 500-character Google Business Profile description that highlights our expertise and welcomes new patients.”

5. Review and personalize: AI-generated text can be a great starting point—just make sure to adjust the tone and add any unique selling points (e.g., “family-friendly atmosphere,” “same-day appointments available”).

3. Ignoring Attributes

Why it matters:
Attributes like “Wheelchair Accessible,” “Free Parking,” or “Appointment Required” help Google filter businesses for specific needs and give patients critical logistical details before they click through.

How to fix it:

1. Go to your Google Business Profile and click Info.
2. Scroll down to the Attributes section.
3. Select all that apply:
   • Accessibility (wheelchair access, ramp, etc.)
   • Parking (free, street, validated, lot)
   • Amenities (Wi-Fi, waiting area)
   • Additional services (online booking, telehealth)
4. Keep it updated: When you add a new service offering (e.g., “Telehealth Consultations”), check whether there’s a corresponding attribute to select.

Bonus tip: Attributes often roll out gradually; revisit this section quarterly to see if Google has added new options.

4. Insufficient or Inauthentic Photos

Why it matters:
Google Business Profile Photos are a trust signal for both Google and your potential patients. Authentic, high-quality images of your clinic’s exterior, team, and treatment rooms help confirm your legitimacy and give patients a preview of what to expect.

How to fix it:

1. Visit the Photos tab in your profile.
2. Ensure you have:
   • Logo: Ideally an icon version that crops well into Google’s circle format.
   • Cover photo: A welcoming shot of your clinic exterior or waiting room.
   • Exterior shots: Multiple angles showing signage and entry points.
   • Interior shots: Clean, well-lit images of treatment rooms and reception.
   • Team photos: Smiling practitioners or staff members (with permission).
3. Avoid stock photos. Use real images to build trust.
4. Add custom graphics when needed—for example, a simple parking map if lot access is confusing.
5. Update after changes: New décor, renovated rooms, or updated branding deserve fresh photos.

5. Setting and Forgetting Your Profile

Why it matters:
A one-and-done approach means you miss out on new features (like updated attributes), service additions, or changes in business hours. Google rewards active management, and patients appreciate up-to-date information.

How to fix it:

1. Schedule a quarterly audit of your Google Business Profile.
2. Review:
   • Hours: Are holiday or seasonal changes reflected?
   • Services & descriptions: Any new offerings to add?
   • Attributes: New options available?
   • Photos: Fresh images to keep your listing lively.
3. Engage:
   • Respond to reviews (both positive and negative).
   • Post updates via Google Posts—promote specials, share blog content, highlight events.
4. Approve suggested edits: Google users and the system may propose changes. Review them regularly to ensure accuracy.

Reminder: Keeping your profile active signals to Google that you’re invested in delivering accurate, helpful information—leading to better rankings and more patient interactions.

Trust the Process

Optimizing your Google Business Profile isn’t a one-time checkbox; it’s an ongoing process that pays dividends in local search visibility and patient trust. By addressing these five common mistakes—completing your services section, enriching your description, selecting relevant attributes, uploading authentic photos, and routinely refreshing your profile—you’ll create a listing that stands out in Google Maps and Search.

Ready to dive deeper?

 Download our free guide and checklists, or book a comprehensive Google Business Profile audit. 

Let’s make sure your clinic not only shows up in local searches, but also converts those clicks into new patient bookings.