Google Business Profile for Doctors: 10 Common Mistakes

1. Incomplete or Incorrect NAP (Name, Address, Phone Number)

NAP consistency is one of the most fundamental — and most overlooked — elements of local SEO. If your practice's name, address, or phone number differs between your GBP and other listings (like Healthgrades, Yelp, or your own website), Google gets confused.

Why it matters:
Google relies on this consistency to verify your legitimacy. Even minor inconsistencies (e.g., “Suite” vs. “Ste”) can weaken your authority and hurt your visibility.

How to fix it:

• Audit your NAP across all major directories using tools like Moz Local or BrightLocal

• Correct any discrepancies manually or with the help of a local SEO service

• Ensure your website footer, contact page, and GBP all match 100%

📌 Need help with a full NAP audit and fix? MedRankers specializes in citation consistency for doctors.

2. Wrong Business Categories or None at All

Many doctors mistakenly choose generic or unrelated business categories — or skip them altogether — when setting up their GBP. Since Google uses categories to understand what you offer and match your profile to searches, this is a critical misstep.

Primary category tips:
Always choose the most accurate and specific option (e.g., “Pediatrician,” “Dermatologist,” “Urgent Care Center”).

Secondary categories:
Use these to reflect additional services or specializations (e.g., “Sports Medicine Clinic,” “Medical Laboratory”).

How to fix it:

• Edit your GBP to ensure the primary category reflects your core service

• Add up to 10 secondary categories that accurately describe your offerings

• Use Google’s full list of business categories as a guide

Choosing the right categories can make the difference between ranking #3 and being buried on page 5.

3. Ignoring the Services Section

Many medical professionals skip the “Services” section on their Google Business Profile — a costly oversight. This feature allows you to clearly list what your clinic offers, and it directly feeds into Google’s understanding of your relevance for specific searches.

Why it matters:
Listing services improves your chances of appearing for long-tail and specialty queries like “skin cancer screening near me” or “walk-in flu shots East Providence.”

How to optimize it:

• List every major service you provide (e.g., physical exams, sports medicine, allergy testing)

• Use keywords naturally — avoid stuffing

• Write short, clear service descriptions that reflect how patients actually search

Bonus tip: Check what services your top local competitors are listing, and ensure yours are more complete and accurate.

4. Not Adding Business Description with Local Keywords

The “Business Description” is your chance to tell both patients and Google what you do, who you serve, and where you’re located. Yet many clinics either leave it blank or write something too generic.

Common mistakes:

• Using vague language (“We care for the community”)

• Ignoring geographic relevance

• Overusing keywords in a spammy way

How to fix it:

• Write 750 characters (the full allowed limit) using plain, helpful language

• Mention your city, neighborhood, and top services naturally

• Include your unique value (e.g., “Dr. Silva has served Warwick families for over 15 years…”)

This section doesn’t directly impact rankings — but it does influence relevance and conversions.

5. Skipping Regular Google Posts

Google Posts are an underused secret weapon for local visibility. Posting weekly signals to Google that your practice is active and engaged — which can help you stand out in a crowded local pack.

What to post:

• Clinic updates (e.g., new hours, services, team members)

• Health tips or seasonal reminders (e.g., “Back-to-school physicals now available”)

• Promotions or free consultation offers

• Event announcements or media features

How to fix it:

• Set a reminder to post at least once a week

• Include photos and a clear call-to-action (CTA)

• Avoid long paragraphs — get straight to the point

Google Posts also show up directly in your GBP listing, helping patients get to know you before they even click.

6. No High-Quality, Branded Photos or Videos

A profile without photos is like a clinic with no signage — uninviting and unprofessional. Patients want to see where they’re going and who they’ll be meeting. Google knows this too: profiles with quality visuals get significantly higher click-through rates and more engagement.

Common mistakes:

• Using stock photos instead of real staff or location images

• Uploading low-resolution or outdated visuals

• Not adding videos (which are supported on GBP)

What to include:

• Exterior and interior shots of your clinic

• Friendly staff headshots

• Short videos explaining services or showing your facility

• Equipment, waiting area, and procedural rooms

Update visuals every few months to show activity and relevance. Authenticity builds trust — and trust drives appointments.

7. Not Managing or Responding to Reviews

Google reviews aren’t just testimonials — they’re a major ranking factor for local SEO. Yet many doctors leave reviews unanswered or only respond to negative feedback reactively.

Why reviews matter:

• Google uses review volume, frequency, and sentiment in ranking algorithms

• Responding shows professionalism and engagement

• Positive reviews can boost click-through rates and patient conversions

How to fix it:

• Respond to every review — even short thank-yous — within a few days

• Acknowledge positive feedback and offer polite, HIPAA-compliant replies to criticism

• Ask for reviews consistently using follow-up emails, QR codes, or systems like MedRankers’ Review Management Tools

Aim for 5 to 10 new reviews each month to keep your profile fresh and competitive.

8. Leaving Q&A Unanswered

The Q&A section of your Google Business Profile often goes unnoticed — and that’s a missed opportunity. Patients can (and do) ask questions publicly, and unanswered queries may give the impression of an unresponsive or inattentive clinic.

Why it matters:

• Google indexes the Q&A content, so relevant answers may appear in search

• An active Q&A shows credibility and attentiveness

• You can proactively post questions and answers to preempt patient concerns

How to manage it:

• Monitor your Q&A tab weekly

• Answer promptly and clearly, using layman's terms when possible

• Seed important questions yourself: e.g., “Do you offer same-day appointments?”

Think of the Q&A section as a mini-FAQ — the more useful it is, the more likely patients will choose you over competitors.

9. Not Adding Appointment or Booking Links

Today’s patients want fast answers and instant actions. If your Google Business Profile doesn’t offer a direct link to book an appointment, you’re creating unnecessary friction — and possibly losing patients to clinics that make it easier.

Why it matters:

• Google favors profiles with complete engagement features

• Booking links increase conversions and click-through rates

• It saves time for both patients and your staff

How to fix it:

• Connect your profile to a booking system like Zocdoc, Calendly, or your EHR (e.g., AthenaHealth, Kareo)

• Use the “appointment links” field inside your GBP dashboard

• Test the link regularly to make sure it works and loads fast

The easier it is to book with you, the more likely patients will take action.

10. Not Using Attributes or Opening Date

Attributes are often ignored, but they add important context to your practice — and Google rewards that detail. Attributes tell patients who you are, how you operate, and what values you uphold.

Useful attributes for doctors:

• “Women-led”

• “LGBTQ+ friendly”

• “Wheelchair accessible”

• “Online care available”

• “Veteran-led”

Opening date:
A lesser-known feature, but valuable. Google uses it to understand how long you’ve been in business — longevity can influence trust and rankings.

How to fix it:

• Go to your GBP → Edit Profile → Business Information

• Add relevant attributes that reflect your practice honestly

• Set the correct opening date of your clinic (month and year)

These small details complete your profile — and help you stand out to both Google and patients.

Final Thoughts

Your Google Business Profile isn’t just a directory listing — it’s a digital storefront, a trust signal, and a core part of your local SEO. While claiming your profile is a good first step, optimization is what truly drives results.

If you’re making any of these 10 mistakes, now’s the time to fix them. The payoff? More visibility, more patient trust, and more appointments.

Don’t let your competitors outshine you online — take control of your GBP today.
Need expert support? MedRankers helps healthcare professionals turn their GBP into a lead-generating asset.

FAQs

1. How often should I update my Google Business Profile?
Ideally, update or post something at least once per week — photos, posts, service updates, or Q&A replies.

2. Does responding to reviews help SEO?
Yes. Google rewards active engagement, and responses show you care about feedback — both matter in local rankings.

3. Can I use stock photos on my profile?
You can, but it’s not recommended. Real photos build more trust and improve click-through rates.

4. What happens if I list the wrong category?
Google may show your listing for irrelevant searches — or worse, not show it at all. Always use accurate, specific categories.

5. Should I use emojis or hashtags in Google Posts?
Light use of emojis can make your post stand out, but avoid hashtags — Google Posts don’t support hashtag functionality like social platforms.