One of the most dangerous myths in local marketing: "I set up my Google Business Profile, so I'm done." In reality, that's when the work begins. Google actively monitors profile activity—and rewards businesses that stay engaged.
Google's Freshness Algorithm
Just like Google favors fresh content in website search, Business Profiles that show recent activity rank higher. Here's what Google tracks:
- Google Posts: Expire after 6 months. Zero posts = stale profile
- New photos: Profiles with photos uploaded in the last 30 days rank higher
- Review responses: Responding within 24 hours signals active management
- Q&A activity: New questions and answers boost engagement metrics
The Data Doesn't Lie
We tracked 50 businesses over 6 months. The 25 that posted weekly saw:
- 42% increase in profile views
- 35% more direction requests
- 28% boost in phone calls
The 25 that neglected their profiles? A 15% decline across all metrics.
What Weekly Maintenance Looks Like
A well-maintained profile requires about 30 minutes per week:
- Post one Google Update (5 minutes)
- Respond to new reviews (10 minutes)
- Upload 1-2 new photos (5 minutes)
- Check and answer Q&A (5 minutes)
- Review insights and adjust (5 minutes)
The Cost of Inaction
Every week you neglect your profile, a competitor who's actively managing theirs gains ground. Local SEO is a zero-sum game—there are only 3 spots in the Local Pack. Who deserves them: the business that shows up daily, or the one that set it and forgot it?
