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Why Your 2019 Google Business Profile Still Matters in 2026 Your Google Business Profile probably looks exactly like it did when you first set it up. Same ...
Your Google Business Profile probably looks exactly like it did when you first set it up. Same photos from the grand opening. Same basic description. Maybe a few reviews from the early days that you forgot to respond to.
Here's what most business owners don't realize: that profile isn't just sitting there collecting digital dust. It's actively working against you.
When someone searches for your type of business, Google shows them options. But it's not just showing a list of names. It's making judgment calls about which businesses seem current, active, and worth recommending.
A profile with 2019 photos and no recent posts sends a clear message: this business might not even be open anymore.
Think about it from a customer's perspective. They're comparing three dental offices. One has recent photos of the renovated waiting room and posts about new services. Another has grainy photos from five years ago and crickets for activity. Which one seems like the safer choice?
Fresh doesn't mean posting every single day like you're running a food blog. It means showing signs of life at regular intervals.
Fresh photos might mean updating your headshots when you hire new staff. Or showing the seasonal decorations you put up. Or the new equipment you invested in.
Fresh posts could be as simple as sharing office hours during holiday weeks. Or mentioning that you're accepting new patients. Or highlighting a service people always forget you offer.
Fresh review responses show you're paying attention. When someone takes time to leave feedback and you respond thoughtfully, other potential customers notice.
Here's where this gets more interesting. AI systems like ChatGPT and Perplexity are now helping people research businesses before they visit or call. These systems look at the same signals humans do, but they process them differently.
When AI evaluates your business, it's scanning for recent activity and current information. A profile that hasn't been touched in years looks abandoned to an AI system, just like it does to human customers.
But AI also checks timestamps on everything. That five-star review from 2020 carries less weight than the three-star review from last month. Recent activity signals that a business is worth paying attention to.
Most businesses uploaded their Google Business Profile photos once and never thought about them again. Walk into almost any local business and compare what you see to their online photos. Different paint colors. Different furniture. Staff members who haven't worked there in three years.
This creates a weird disconnect for customers. They show up expecting one thing and find something completely different. It's not trust-building.
Updating photos isn't about professional photography or perfect lighting. It's about accuracy. Show what your business actually looks like right now, not what it looked like when you first opened.
The posts section of your Google Business Profile isn't social media. You don't need to be clever or viral or constantly entertaining.
The most effective posts answer the questions people actually have. What are your current hours? Do you have availability this week? Are you running any seasonal promotions? Did you add a new service?
These posts serve double duty. They keep your profile looking active and they give potential customers the practical information they need to decide whether to contact you.
Fresh reviews matter, but you can't force people to leave them. What you can do is respond to the reviews you get in a way that shows potential customers how you handle feedback.
When you respond to positive reviews, keep it simple. Thank them for choosing you and mention something specific they said. When you respond to negative reviews, stay professional and focus on resolution rather than defense.
AI systems notice response patterns. A business that responds thoughtfully to most reviews looks more engaged than one that only responds to complaints or doesn't respond at all.
Start with accuracy. Make sure your hours, phone number, and services list are current. If you've added new services or changed your focus, update that information.
Replace any photos that no longer represent your business. This doesn't require hiring a photographer. Phone photos work fine as long as they're clear and current.
Set a monthly reminder to post something useful. Share office hours for upcoming holidays. Mention if you're booking further out than usual. Highlight a service that people might not know you offer.
You might have the best SEO in your industry and rank at the top of every search. But if your Google Business Profile looks abandoned, people will scroll past you to find a business that seems more current and engaged.
Your profile is often the first detailed look potential customers get at your business. Make sure it represents who you are right now, not who you were when you first went online.
The goal isn't to become a social media manager for your Google profile. It's to keep your business information fresh enough that both customers and AI systems see you as an active, current option worth considering.