Top 8 Reasons Your Google Business Profile Lost Rankings And How to Fix Them

If you’re a small business owner—especially in the home services space like HVAC, plumbing, or electrical—you already know how valuable your Google Business Profile (GBP) is. When your profile ranks high in local search results, you’re not just visible—you’re chosen. Calls increase, your schedule fills up, and your business grows. But what happens when that visibility suddenly drops?

Unfortunately, it’s a common issue. One week, you’re in the coveted Local 3-Pack, and the next, you’re buried beneath your competitors. Rankings can fluctuate for a number of reasons, and unless you know what to look for, it can feel like your digital presence is out of your hands.

At Optic Marketing Group, we believe in transparency—no smoke and mirrors here. This guide will walk you through the top 8 reasons your Google Business Profile may have lost rankings, and more importantly, how to fix them. Whether you’re a seasoned contractor or new to the game, these actionable tips can help get your GBP back on track.

1. Your Business Information Is Inconsistent Across the Web

Why It Hurts You:
Google uses consistency in your NAP (Name, Address, Phone Number) across the web to verify the legitimacy of your business. If your GBP says one thing and your website or directories say another, Google may see it as a red flag and lower your ranking.

Fix It:
Audit all listings where your business appears—Google, Yelp, Facebook, Angie’s List, BBB, your own website—and make sure your NAP is identical in every instance. Even minor discrepancies like “St.” vs. “Street” can affect your rankings.

2. You’ve Been Hit by a Google Algorithm Update

Why It Hurts You:
Google frequently updates its algorithms, and local ranking factors are no exception. A recent core update may have reprioritized what signals Google values most, such as proximity, engagement, or reviews.

Fix It:
Stay informed by checking sources like Search Engine Journal or Moz for updates on algorithm changes. Then, adjust your strategy accordingly. If you’re unsure how to respond, an agency like Optic Marketing Group can analyze your data and offer specific solutions tailored to your industry.

According to Whitespark’s Local Search Ranking Factors (2023), proximity, categories, keyword relevance, and behavioral signals like click-through rate are now among the most heavily weighted factors.

3. Your Profile Is Incomplete or Not Optimized

Why It Hurts You:
Google favors businesses that offer more complete information. Incomplete profiles are less trustworthy in Google’s eyes and are therefore less likely to rank highly.

Fix It:
Make sure your profile includes:

A detailed business description with relevant keywords
Correct categories (primary and secondary)
High-quality photos
Service areas (if applicable)
Accurate hours of operation
A booking link or call-to-action, where appropriate

Google reports that businesses with photos receive 42% more requests for directions and 35% more click-throughs to their websites than those without.

4. You Have Few or Poor Reviews

Why It Hurts You:
Reviews are one of the most powerful ranking and conversion tools. If your competitors are racking up 5-star reviews and your profile is stagnant—or worse, getting negative reviews—it’s going to show in your rankings.

Fix It:
Ask every satisfied customer for a review. You can automate this process with email or text follow-ups. And if you get a negative review? Respond professionally and promptly. Google values responsiveness as a sign of a reputable business.

A 2025 BrightLocal study found that 87% of consumers read online reviews for local businesses, and 73% will only use a business if it has 4 or more stars.

5. You Recently Changed Business Categories

Why It Hurts You:
Your primary business category tells Google what your business is. If you switch from “HVAC contractor” to “mechanical engineer” by accident, you may drop out of relevant searches altogether.

Fix It:
Always ensure your primary category is as specific and relevant as possible. For HVAC, choose “HVAC Contractor”; for plumbing, select “Plumber.” You can add secondary categories, but the primary one carries the most weight.

Categories should reflect what your business is, not what it offers. If you offer HVAC maintenance, your category is still HVAC contractor, not “maintenance service.”

6. Your Business Location Changed

Why It Hurts You:
If you’ve moved or updated your address, Google may temporarily reduce your ranking while it re-verifies the new location. You might even get flagged for needing re-verification.

Fix It:
Update your address everywhere—your GBP, website, directory listings, social profiles, and citations. Then re-verify your profile through the steps Google provides. In the meantime, you may see a dip, but it should stabilize if everything is accurate.

7. Lack of Recent Activity or Engagement

Why It Hurts You:
Google wants to show users active, engaged businesses. If you haven’t updated your profile, posted updates, or answered reviews/questions recently, Google might assume you’re not keeping up.

Fix It:
Post regularly on your Google Business Profile—company news, seasonal promotions, tips for homeowners, or behind-the-scenes content. Answer every question and respond to every review. Activity shows you’re present and invested.

Profiles that post weekly are 2x more likely to be considered relevant and rank higher than those that do not.

8. Too Many Spammy or Duplicate Listings

Why It Hurts You:
If you or someone else accidentally created duplicate Google Business Profiles, it can hurt your ranking or even get your listing suspended. Google sees duplication as spammy behavior.

Fix It:
Search for your business name and address online and in Google Maps. If you find multiple listings, claim and merge them through Google Business Profile support. Don’t try to rank multiple locations unless you physically have multiple verified addresses.

Never keyword-stuff your business name (e.g., “Smith Plumbing HVAC Repair & Emergency Service Denver CO”). It violates Google’s guidelines and can result in suspension.

It’s Fixable But You Don’t Have to Go It Alone

If you’ve seen your Google Business Profile rankings slip, know this: You’re not alone, and you’re not powerless. The good news is that GBP is one of the most accessible and fixable tools in your digital toolbox. With the right approach, you can recover—and even outperform your previous position.

At Optic Marketing Group, we specialize in helping home service companies—like HVAC, plumbing, and electrical contractors—improve their local SEO and Google Business presence. We don’t just “do marketing.” We listen to your goals, understand your market, and create customized strategies that move the needle.

Why Choose Optic Marketing Group?

No smoke and mirrors: We’re transparent with our strategy and performance
Industry-specific expertise: We know what works for contractors and service-based businesses
All-in-one service: From local SEO to website design and PPC, we handle it all
Nationwide reach, local results: Whether you’re in Tampa, The Woodlands, or anywhere in between, we’ve got you covered
Heart + Strategy: We pour our heart and soul into every client relationship, and we earn your trust with real results

Let Optic Marketing Group Get Your Rankings (and Revenue) Back on Track

Don’t let your Google Business Profile cost you leads, calls, and customers. Whether you’ve dropped in the rankings or just want to dominate your local market, Optic Marketing Group is here to help.

All we ask is you to trust us 1%…we will earn the other 99%.