Your Profile Is the Asset You Cannot Rebuild

A website can be rebuilt in six weeks; a decade of Google reviews cannot be rebuilt at all. Most profile optimisation is finite accuracy work, and the part that never finishes is custody.

Citations are not a relic. Inconsistent directory data is one of the quieter causes of a suspended profile, and the cleanup is unglamorous, cheap and rarely done.

A duplicate listing is not a cosmetic glitch; it splits the signals that decide your map position. The step-by-step fix, and the one action that destroys reviews permanently.

Leads that arrive without an ad budget are paid for in labour and in months of waiting. Knowing which currency you are spending is what stops you cancelling ads too early.

The questions section on your Google Business Profile is public and any stranger can answer it, and switching on messaging is a promise with a deadline rather than a feature to enable.

An address conflict can suspend your profile and a wrong phone number costs you the call, while a misspelt suite number on a directory nobody visits costs almost nothing.

Most of a Google Business Profile is set once and left alone. Only four things genuinely decay: here is a maintenance cadence built around those, instead of a posting schedule.

Most profile actions are calls, not clicks, and that is the better outcome. Where website clicks do come from, where the link should point, and how to tag it so you can measure it.

Claiming a profile takes minutes; verification is where contractors get stuck. What to fill in, how verification works for a business with no storefront, and what to do when it fails.