Don’t fall for this local SEO myth

Hi local SEOs,

Lots to cover today, so let’s get to it 👇️

1. There’s a GBP bug going on

When you try to edit a Profile, the entire editing dashboard (the NMX) is just missing. The good news is, there’s a workaround (thanks to Syed Amir).

Here’s how to get around the bug:

• Go to your Google Business Profile

• Click the three dots on the right panel

• Select Edit business information

That will bring up the main edit panel.

Copy the URL from the main panel page. You can use that same URL to access the other sections of the Profile, like Services or Photos, by adjusting the ending of the link for each section 👇️

The one thing you’ll need is your Business Profile ID. You can find it in recent Google review notification emails or inside tools like the Whitespark Local Platform ($1/mo btw), which shows your GBP ID directly in the dashboard.

This whole workaround takes a bit of time, but it will make do until Google fixes the dashboard.

2. A mistake businesses make all the time

I often see businesses try to make one Google Business Profile rank for multiple categories.

Well, it usually can’t. That’s just not how Google works.

If you want to rank well for multiple different services, you need to know this 👇️

@darrenshawseo

Here’s a mistake I see businesses make all the time: They try to make one Google Business Profile rank for multiple categories. Well, it u... See more

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3. How to turn your real-world reputation into local rankings

Some of the most well-ranking local businesses I know don’t have to put any effort into their digital marketing. They are just awesome in real life, and that translates to the digital space.

For example:

• Good customer service not only makes customers come back, but it also prevents negative online reviews

• Finding something your business can excel at and differentiate itself from the competition with makes you popular in real life AND builds buzz online

• Having good business practices and engaging with other organizations in your local community makes you likeable in real life AND earns you unstructured citations online

The list goes on and on, and Miriam Ellis’s new guide covers it all. Learn how to turn your real-world reputation efforts into local SEO wins and get the free checklist 👇️

4. Don’t fall for this myth

It’s 2026, and people are still falling for this local SEO myth: if you add keywords to your Google Business Profile Description, you’ll rank better in local results.

The business Description is NOT a local ranking factor, even if you stuff it with keywords. Google does not use it as part of the local search algorithm.

What is interesting, though (and this is relatively new), is that we’re starting to see content from Google Business Profile descriptions show up in AI-generated results.

So there may be some value there, just not for rankings.

🔑 The key takeaway is this: Don’t write your business description for Google. Write it for humans.

Use it to explain what you do, how long you’ve been in business, and what sets you apart from your competitors. The goal is to convince real people that you’re the right choice.

Got any more tips on GBP descriptions? Tell me on LinkedIn!

Darren

P.S. Whitespark can help you ⬇️

😍 Visualize your local search performance on the most beautiful ranking grids

🚨 Get notified when Google updates your GBP and reject unwanted changes

🚀 Increase your local rankings and conversions

📈 Track rankings across different zip/post-codes

⭐️ Get more reviews

🧹 Clean up and build citations

🔍 Find citation opportunities

✍️ Learn local SEO for free

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