Want to make a local SEO expert nervous instantly? Say one word: recommendations.

   If you work with Local SEO, You've probably seen them everywhere:
on Google Business Profile, on Search Console, in tools such as Semrush or Ahrefs, and even in automated emails from Google saying that your listing “could perform better”. We, as Local SEO Agency, We have also seen these recommendations from Google: 

• “Complete your profile”
• “Add more categories”
• “Post more photos”
• “Enable messages”
• “Respond to more reviews”

And, of course, the classic email from the customer asking:
“Why does Google say my profile is incomplete?”

   In our Digital marketing agency We have seen this a few times, and customers have also asked us about Google's recommendations. That is why I have decided to write this article, where I will explain What local SEO recommendations really are (and what they are not), where they come from and how you should manage them without losing focus or wasting time.

Why do so many local SEO professionals distrust recommendations?

The problem is not that there are recommendations. The problem is the wrong expectation.

The recommendations are customised at a technical level, but not at a strategic or business level.

Google (and SEO tools) analyse:

• Uncompleted fields

• Functions not activated

• Common patterns in similar businesses

And they conclude:

“If you're not using this, you should be.”.

For example:

• If you do not post on Google Business Profile → “Post frequently”

• If you do not activate messages → “Activate messages”

• If you only use one category → “Add more categories”

From the platform's point of view, it makes sense. From the point of view of the Real local SEO, it may be irrelevant or even counterproductive.

A plumber He who works alone does not need messages. 24/7.
A solicitor You don't earn rankings by uploading photos every week.
A restaurant Small children may lose control by activating functions that they cannot handle.

A bit of context: where do these recommendations come from?

The recommendations stem from a very clear objective: standardise the use of the platform

Google wants you to:

• All profiles are complete.

• All functions are enabled.

• All businesses behave “the same”

Previously, many of these suggestions went through human filters (support, consultants, partners).
Today they are automated, without context, without understanding:

• Your local market

• Your operational capacity

• Your actual recruitment strategy

Does the “profile status” or optimisation notices really matter?

Here comes an uncomfortable truth:

 The “complete” status of a profile is NOT a direct ranking metric.

It's not a note.
It is not a ranking.
It is not a guarantee of visibility.

It is simply a sign of:

“You've done what Google wants you to do.

You can have:

• Incomplete profile“

• Fewer functions activated

• Fewer publications

And yet:
✅ Appear in the Local Pack
✅ Receive calls
✅ Generate real business

Complete for the sake of completing only for “remove notices” is the SEO equivalent of clicking “Apply All”.

Recommendation vs. real problem in local SEO

Not all notices are the same. Learn to distinguish between them:

 Information notices (recommendations):

• “Add more photos”

• “Publish an update”

• “Enable messages”

• “Complete the description”

 These are suggestions. You may disregard them without any direct consequences.

 Real alerts:

• Suspended profile

• Duplicate or invalid address

• Verification failed

• Reviews removed for non-compliance

• Unauthorised changes

 If you see red, take action.
 If you see blue, assess calmly.

Are local SEO recommendations only intended to benefit Google?

Short answer: Yes... but not only that..

Google wants:

• Further information

• More interaction

• More use of its ecosystem

But he also knows that:

• If businesses do not receive results, they abandon them.

• If users do not trust local results, they lose value.

That is why the recommendations are divided into two main groups:

1. Reach and engagement:

• Frequent publications

• Constant photos

• Activate extra features

• Add more categories

 They seek to increase activity and signs of interaction.

2. Hygiene and confidence:

• Consistent NAP data

• Correct timetables

• Respond to reviews

• Clear information

 These do tend to have actual impact in local SEO.

Be very careful with “default” automation.”

At Local SEO There is no button called “Apply automatically”.,
but the danger is similar:

❌ Follow all recommendations without discretion
❌ Enable features that you cannot manage
❌ Changing information just to “please Google”

Automation without strategy leads to:

• Inconsistent profiles

• Poor user experience

• Loss of confidence

So... what do I do with the recommendations?

Golden rule of local SEO:

Recommendations are a starting point, not an obligation.

Before applying any, ask yourself:

1. Does this help my ideal customer?

2. Can I handle it well?

3. Does it have a real impact on calls, visits or sales?

4. Does it fit with my local strategy?

If the answer is yes → give it a try.
If the answer is no → ignore it without remorse.

Conclusion

   Google's recommendations are not bad. Nor are they absolute truth. In Eiji Group We have implemented many of these recommendations and have disregarded others, even in our own Google Maps account.

 In reality, the recommendations are only automated nudges designed for an average business that does not exist.

  Whether they come from Google Business Profile, Search Console, an SEO tool, or an external agency, the rule is the same:

👉 You know your business better than any algorithm.

Assess. Decide. Prioritise real results over cosmetic metrics.

And keep going.