Agencies may build websites or ad accounts under their own ownership, effectively handcuffing you to their service. To maintain control and avoid starting from scratch if you part ways, ensure your business is always the legal owner of all assets, granting the agency manager-level access.

In 2025, your Google Business Profile (GBP) is no longer a static 'set it and forget it' listing. It must be treated as a dynamic content platform, similar to a blog or social media channel, requiring weekly updates to signal relevance, freshness, and trust to Google's algorithm and AI.

For local businesses, a Google Business Profile should be a dynamic content hub, not just a directory listing. Consistently adding posts, images, and services, while using interactive features, signals positive activity to Google. This ongoing management is crucial for maintaining high visibility in local search results.

Many agencies build websites or ad accounts under their own ownership, effectively holding clients hostage. Business owners must ensure all assets (domains, ad accounts, websites) are in their name from day one, only granting the agency manager access that can be revoked.

Your Google Business Profile often serves as the first and only impression for a customer. It centralizes key information like phone number, hours, and reviews, often answering a user's query before they ever need to click through to your website. This trend explains why website traffic has dipped for some local businesses.

Don't wait for customers to ask questions on your Google Business Profile. Proactively post and answer the most important questions your prospects should be asking. This allows you to control the messaging, demonstrate expertise, and provide valuable, structured content for both users and AI crawlers.

Many agencies build assets like websites or ad accounts under their own ownership, effectively "renting" them to you. This traps you, as leaving means starting from scratch. Mandate that you, the client, own all accounts, data, and assets from day one.

Especially for local businesses, the Google Business Profile is a vital content channel, not a static listing. Actively use it as a publishing platform by posting weekly updates, photos, and service details to feed Google's local 'answer engine' and dominate local search visibility.

Your Google Business Profile (GBP) shouldn't be a 'set it and forget it' tool. To maximize its value, treat it like a social media feed. Regularly posting updates, photos, promotions, and announcements signals to Google that your business is active and relevant, which boosts its authority and visibility in search results.