7 Google Business Profile mistakes most businesses in Springfield, Northampton & Greenfield, MA are making

The Artist Dynamix team and our partners have looked at hundreds of Google Business Profiles across Western Massachusetts, Boston, and the rest of New England. 

Last year, while doing SEO work for a community bank with branches in Hampshire and Franklin Counties, we decided to do online presence audits for other community banks across the region as a way of benchmarking and comparing performance.

To our shock, almost none of them had their online marketing dialed in, and most had not optimized their Google Business Profiles.

Even the banks are not doing this right.

We’ve said it before: a surprising number of businesses never claim their Google Business Profile. And the ones that do usually set it and forget it. 

That should be the dictionary description for ‘leaving money on the table;’ having an unoptimized profile.  

With so many people are searching locally and making decisions based on what they see in a Google listing, there is absolutely NO reason why you should not be paying attention to this valuable digital marketing asset.

If you’re running a business in Springfield, Northampton, Greenfield, or elsewhere in Western MA, here are 7 things you’re probably not doing, but should be, if you want to stand out and get more visibility on Google:

1. You’re not updating your Google Business Profile regularly

Your profile isn’t just a one-time setup. It’s a living part of your digital presence. When you go months without updates, Google assumes your business may not be active. 

Adding weekly photos, fresh posts, or seasonal updates helps boost engagement and ranking. Think of it as keeping your online pulse alive, so Google (and your customers) know you’re open for business.

2. You’re not checking how you show up for the searches that matter

You might appear when someone types your business name, but that’s not enough. What about when they search for “best family dentist in Springfield” or “bookstore open late in Northampton”? 

If you haven’t done a visibility check using real customer search terms, you’re missing the chance to attract new people who don’t already know you.

3. You’re not using keywords in the right places

Google uses your business description and services to understand what you offer. If those sections are blank, vague, or filled with marketing fluff, you’re leaving potential search traffic on the table. 

Adding clear, specific language about your products, services, and specialties helps your business appear in relevant local searches.

Using the actual keywords your potential clients use helps match your business with their searches.

4. You’re not responding to reviews, especially the bad ones

Reviews play a huge role in both ranking and reputation. Responding to positive reviews shows gratitude. Responding to negative ones shows accountability. When you do a good job of responding to negative reviews, it helps reassure people that you know how to resolve issues when things go wrong. 

Ignoring reviews altogether suggests you’re not paying attention, which affects both how Google sees your business and how customers trust you.

Don’t have the time to check on reviews? Our Max for Google Business Profiles service has a review management add-on that automatically checks for reviews, notifies you when new ones come in, and can help you craft responses.

5. You’re not uploading real, high-quality photos

Stock images and outdated photos don’t build trust. Google favors listings with fresh, authentic visuals; photos of your space, team, menu, products, or events. These images make your listing more appealing and help you appear in image searches and local map results.

6. You’re not taking advantage of Google’s free tools

Most businesses don’t realize they can use features like Q&A, the “Products” section, “Offers,” and appointment links, all for free. These tools help customers take action directly from your profile. They also give Google more reasons to push your listing higher in results.

If you are making it easy for clients to get answers and reach out to you, Google wants to list you higher, as this improves the quality of results they serve to their users.

7. You’re not tracking what’s working

If you’re not looking at the Insights section of your profile, or better yet, doing a full audit, you’re guessing. How many calls came from your profile last month? How many people clicked to visit your website or requested directions? How well are you ranking for different keywords? 

Without that data, it’s hard to improve. A profile audit gives you the clarity to take the right action.

Let’s boost your Springfield, Northampton, or Grenfield online presence

If you’re ready to stop guessing and start showing up where it counts, get a free, instant Google Profile audit. 

We’ll let you know what’s working, what’s missing, and what to fix.