Google Business Profile Suspended? Here’s How To Get Reinstated via @sejournal, @sherrybonelli

For most small businesses, Google Business Profile (GBP) is their marketing lifeblood.

Because it’s free, many local businesses rely solely on their Google Business Profile to generate traffic and calls, as well as to bring customers to their business.

Marketers know it’s risky to put all your marketing eggs in one basket.

But for a local business that has a limited budget – or no marketing budget at all – a free GBP listing is often all they have to promote their business online.

When a business’s GBP listing gets suspended, it can literally make a company’s sales come to a screeching halt. And in some cases, I’ve seen companies go out of business due to a suspension.

A suspended GBP listing will cause the business owner a lot of stress and worry – especially when most aren’t sure why they were suspended in the first place.

What Is A Google Business Profile Suspension?

A Google Business Profile suspension is when your GBP listing is no longer visible on Google and Google Maps, or you have lost control of your listing (your business listing is essentially “unverified,” and you can’t manage it.)

You will know that your listing has been suspended when you see one of these notifications in your GBP dashboard:

Screenshot from Google Business Profile dashboard, October 2023

Screenshot from Google Business Profile dashboard, October 2023

You will also get an email from Google letting you know that your GBP listing has been suspended.

Screenshot of email, November 2023

When your listing gets suspended, in the email you receive, Google will give you the “violation type.” This will give you a general idea of the reason your listing got suspended.

GBP listings can get suspended for various reasons – many of which have to do with spammy tactics or if the GBP listing owner breaks Google Business Profile Guidelines.

Google can also give you a Manual Suspension if it reviews your listing and finds an issue with it.

This review often comes after someone reports your listing through GBP’s Redressal Form.

It’s also possible for a user to report a listing on Google Maps or search through the Suggest an edit feature.

Screenshot from Google, February 2024

If that person is “trusted” enough by Google, it is possible that their suggestion to remove the business listing or make negative edits could take effect almost immediately. Sometimes, these changes can cause a suspension.

Suspensions can also happen after you make changes to your listing.

For instance, one of my client’s listings was immediately suspended after he correctly changed his landscaping business from a storefront with a physical address (his home) to a service area business by deleting the address.

Immediately after he deleted the address from the listing, his GBP profile was suspended.

There are two types of suspensions:

• A hard suspension.
• A soft suspension.

What Is A Hard Suspension?

A hard suspension is when you do a search for your company’s name and city, and your Knowledge Panel/Business Profile doesn’t show up online – which is a very bad thing because potential customers won’t be able to find your GBP listing on Google Maps or search results.

Hard suspensions usually happen when Google determines that your business doesn’t qualify for a GBP listing or you’re using spammy tactics.

What Is A Soft Suspension?

A soft suspension is when your business’s Knowledge Panel/Business Profile still shows up online, and you can access it in your GBP dashboard, but it looks as if it hasn’t been verified and you can’t manage or update your listing.

If you have a soft suspension, your GBP profile can be subjected to user-suggested edits more easily – making it more vulnerable to incorrect changes and displaying incorrect information.

Also, some industries are more likely to get suspensions than others.

These categories are known to have more spam and fake listings, which makes them more prone to suspensions.

Google and SEO professionals have been trying to crack down on spammy and fake GBP listings, so if you’re in one of these industries, someone may report your profile if you are violating any Google Business Profile rules.

These spammy categories are typically Service Area Businesses (SABs) and include:

• Locksmiths.
• Lawyers.
• Plumbers.
• Pest control services.
• HVAC.
• Etc.

The Dreaded Google Business Profile Suspension Email Notification

If your listing hasn’t been suspended yet, you’re lucky.

Most listings, at some point or another, will face a suspension. (So it’s best to be prepared!)

Why Would Your Google Business Profile Get Suspended?

If your GBP listing gets suspended, you have likely done something that looks suspicious or spammy, you broke Google Business Profile guidelines, or you violated the terms of service of another Google product or service.

Google suspends listings for various reasons – especially if you are violating Google Business Profile Guidelines.

How Do You Know If Your GBP Profile Has Been Suspended?

Most business owners first notice a decrease in calls or visitors to their business.

They will then do a quick search online and may not find their listing at all, or they will log in to their Google Business Profile dashboard and see a notification that alerts them that their listing has been suspended:

Screenshot from Google Business Profile dashboard, October 2023

And they will receive an email letting them know that their listing was suspended, too.

This email contains valuable information about the “violation type” – or the general policy your listing violates.

Screenshot from email, November 2023

Common Reasons Why A GBP Listing Gets Suspended

There are many common reasons why a Google Business Profile may get suspended.

For instance, if you are in a high-spam industry like lawyers, locksmiths, or plumbers, you might get your listing suspended just because of the industry you’re in.

If you sat down at your computer and made several updates to the main information on your Google Business Profile listing in one sitting, that also can sometimes cause Google to be suspicious and trigger a suspension.

Here are some other reasons why GBP listings get suspended:

• Keyword stuffing your business name.
• Using a P.O. Box or UPS store address.
• You set up your listing at a virtual office or co-working space address.
• You have a Service Area Business (SAB) and are displaying a physical address.
• You have an online-only business.
• You are in a high-risk business category, like lawyers, plumbers, HVAC, locksmiths, rehab centers, etc.
• If another business shares your same address – especially if it’s a residential address.
• You have made a bunch of changes/edits to your GBP profile in one sitting.
• The URL you add to your GBP profile forwards/redirects to another website or links to a social media page.
• If you change your listing from a Storefront to a SAB – or vice versa.
• Having multiple GBPs in an area that has service areas overlapping.
• Your address or hours don’t match what is listed on your website or other online business directories/citations.
• You list your business hours as 24/7.
• A manager on your listing had their account suspended – so your listing was also suspended.
• You created multiple listings for the same business at the same address.
• You violated the terms of service of some other Google tool or service.

Seeing that suspension notice and email will probably cause you to panic – and you may be tempted to fill out the appeal form right away.

But wait!

Before you can apply for an appeal, you have to fix what’s wrong with your listing.

If you’ve done any of these things, you will need to fix the issues before you submit your appeal and try to get your GBP reinstated.

Now, many people who get their listings suspended think they should just create a new listing to avoid fixing the suspended profile.

Do not create a new listing!

Doing that will just complicate things and is a direct violation of Google’s guidelines. (Plus, chances are very high that if you do create a new GBP listing, that profile will immediately be suspended, too.)

When it comes to fixing what caused the suspension, you should first carefully read about the violation type identified in the email you received and next review the Google Business Profile Guidelines to make sure you didn’t violate any of those rules.

For instance, if you have keyword-stuffed your business name, you need to fix your company’s name to get your listing reinstated.

Screenshot from Google, October 2023

In the example above, the real estate agent added extra, spammy words to the name of her business.

Before she submits her reinstatement form, she needs to delete the words “- Florida: The Smart Choice For Real Estate!” from her business name.

If you think you were suspended because you have your hours listed as 24/7, then you should adjust your hours to be something like 8:00 a.m.- 6:00 p.m. before you submit your appeal.

(Note: The hours you list on your GBP profile should be the hours that you have employees at your business location to meet with customers.

If you’re a SAB, it should be the hours that you are actually available to serve your customers at their location. Not when you answer your phone. Google wants to know when you have employees at your business to physically help customers.)

Do you have a duplicate listing problem, or have you set up more than one business at the same address?

You would need to fix these issues before you try to get your listing reinstated.

Screenshot from Google, October 2023

Once you think you’ve figured out the issues and have fixed your GBP, it’s time to fill out the appeal form.

The Appeal Tool Process

Once you’ve fixed the problems with your listing, it’s time to use the Appeals tool.

The Google Business Appeal process is pretty straightforward, but you must be prepared ahead of time. That’s why reading through this article in its entirety is important.

First, be sure to look at the Help document about the appeal process and become familiar with it. Next, let’s look at how the appeal process works.

When your GBP listing gets suspended, you will receive an email that looks like the one below. This email contains a blue button that says Appeal. You will need to click on the Appeal button that takes you to the Appeals tool.

Screenshot from email, January 2024

The Appeals tool will be your central headquarters for working on your appeal and checking the status of your appeal.

Before you begin, double-check to make sure you’re logged in using the email address that you use to manage the suspended GBP listing account, and then click Confirm.

Screenshot from Google, January 2024

Next, select the business profile that’s suspended. If you only have one business location, only the suspended location will appear here.

Screenshot from Google, January 2024

On the next screen, you will see when the Business Profile was suspended, the reason for the suspension, and the details/status:

• Cannot be appealed.
• Eligible for appeal.

Note that not all suspensions are eligible to be appealed.

If you see that your Google Business Profile can’t be appealed – you’re out of luck. You cannot create a new GBP; you are simply done with Google Business Profiles.

If the Details/Status says Eligible for Appeal, click Next to move forward through the appeal process.

Screenshot from Google, October 2023

Pro Tip: This next section is very important. Once you click the Submit button on this next screen, you have exactly 60 minutes to upload official documents to prove you are a legitimate business.

If you are not sure if your evidence documents are the correct ones, are unsure of the process or whether your GBP listing complies, it’s best to hire a true product expert to help you with the Appeal process.

Do not move forward with this process without product expert help if you are uncertain about what’s required. This is just too important to the future of your business to leave to chance.

You will want to upload evidence to prove you are a legitimate business.

Google Business Profile Appeal Evidence List:

• Official business registration – shows you’re an officially established business.
• Business license – proves you’re authorized to operate your business.
• Tax certificate – shows your tax ID and that you’re validated.
• Utility bill at the business’s address – these can include electricity, phone, gas, water, sewage, trash, recycling, TV, or internet.

Your Business Registration/License must display the business name and address that matches the Business Profile you are appealing for. The utility bill must display the same business name and address as your registration/license or tax certificate.

Basically, all the documents you submit must match the business name and address on your Google Business Profile listing.

You must double-check all your documents to ensure that your business name and address match your GBP listing exactly.

It’s best to provide as many items as possible to ensure you have the greatest chance for reinstatement. You can upload a zipped file if you have more than two documents you want to upload.

Once you have all your documents gathered and are ready to upload, click the Submit button.

Screenshot from Google, January 2024

This is where you want to start a timer for 60 minutes.

It’s very important that you click on the very subtle Add Evidence link on this screen to open the form so you can upload your evidence documents.

If you choose not to submit any evidence, the chances of your Google Business Profile getting reinstated are slim.

Remember, you have one chance to upload the evidence, so do not miss this step.

Screenshot from Google, January 2024

When the Evidence Form opens up, it’s pre-populated with your email address, business name, address, and Google Business Profile ID.

There are options to upload two files, but you can upload zipped files. So, if you have more than two files to upload, zip up those files and upload the zipped file. (The more evidence you can provide Google, the better!)

There is also a text box where you should provide a narrative as to why your profile should be reinstated, what you changed to fix your Business Profile to get it in compliance with GBP Guidelines, and any other information that would be helpful for Google to know.

Keep everything about the facts.

You are allowed 1,000 characters in this space, so use your words carefully.

Once you have uploaded your documents and filled out the rest of the form, click the Submit button.

Screenshot from Google, January 2024

After you submit the evidence, you will be sent back to the Appeals tool, where your Details/Status should be changed to Submitted.

Screenshot from Google, January 2024

The Google Support team will need several days to manually review the evidence you have submitted and to check your Business Profile to ensure your GBP listing complies with guidelines.

You can check the Appeals tool to see if the Details/Status has changed to either of the following:

• Approved.
• Not Approved.

Once Google has reviewed your evidence and GBP listing, you will receive one of two emails.

If your evidence proves that your business is legitimate and your Google Business Profile follows Google’s Guidelines, you will receive an email letting you know that your appeal was approved.

Screenshot from email, November 2023

The Appeals tool will show that your listing appeal was Approved.

Screenshot taken by Ben Fisher from Google, January 2024

But if your GBP listing is still in violation of guidelines and/or your evidence does not satisfy Google’s requirements, you will receive an email denying your appeal.

Screenshot from email, January 2024

The Details in the Appeals tool will show that your appeal was Not Approved.

Screenshot from Google, October 2023

If your appeal is denied, you may have the option to have Google re-evaluate your appeal decision. However, we do not have details yet on how this process works.

Final Thoughts

Now that you know more about GBP suspensions, you will hopefully be better prepared should you see the Suspended notice in your dashboard.

Remember, GBP suspensions can sometimes happen for random reasons – like if you make too many changes at once, if a competitor suggests an edit, or even if there’s a glitch on Google’s end.

Make sure you’re prepared and that you are not just counting on Google Business Profile for all your online marketing efforts.

And always try to follow Google’s rules. Don’t forget that Google has the upper hand, as it makes this amazing – and free – marketing tool available to merchants.

More resources: 

Featured Image: FabrikaSimf/Shutterstock

Google Local Guides Program: How To Earn Points & Badges via @sejournal, @MattGSouthern

Google depends on volunteers called Local Guides to keep Search and Maps updated with information about local businesses and attractions.

These volunteers contribute reviews, photos, and videos that help you make decisions when visiting a new place.

Though they do it to benefit searchers, Local Guides get virtual rewards from Google’s program, which incentivizes people to help keep Maps current.

Local Guides may also verify info submitted by businesses. Anyone can join and contribute reviews to earn recognition and perks.

This article explains the Local Guide program – how to join, what you do, and the rewards you can earn.

What Is The Google Local Guide Program?

The Google Local Guide program incentivizes users to help improve Google Maps and Business Profiles.

It’s set up like a game where you earn points for contributions that let you advance to higher levels and unlock badges.

Your badge appears next to your name when you write reviews or answer questions on Maps. This identifies you as someone knowledgeable about the local area.

Points, Levels & Badges

Points can be earned with the following contributions to Google Maps:

• Write a review – 10 points.
  • Write a 200+ character review – 10 bonus points.
• Rate a business – 1 point.
• Upload a photo – 5 points.
• Tag a photo – 3 points.
• Add a caption to a photo – 10 points.
• Upload a video – 7 points.
• Answer – 1 point.
• Respond to Q&As – 3 points.
• Edit information – 5 points.
• Add a place – 15 points.
• Add a road – 15 points.
• Check a fact – 1 point.

You’ll reach higher levels in the Local Guides program as you build up points.

The levels of the local guides program are as follows:

• Level 1 – 0 points.
• Level 2 – 15 points.
• Level 3 – 75 points.
• Level 4 – 250 points.
• Level 5 – 500 points.
• Level 6 – 1,500 points.
• Level 7 – 5,000 points.
• Level 8 – 15,000 points.
• Level 9 – 50,000 points.
• Level 10 – 100,000 points.

At level four and higher, you’ll earn a badge that’s displayed next to your name when it appears in Google Maps.

Screenshot from maps.google.com/localguides/, February 2024

Google used to provide nice perks to Local Guides, including free cloud storage and discounts on apps and media.

However, as the Local Guides program expanded, Google discontinued those extras and now only awards badges to recognize user contributions.

Though it doesn’t promise anything, Google may give early access to new features to Local Guides on occasion.

How To Join The Google Local Guides Program

Step One

Screenshot from maps.google.com/localguides, February 2024

Visit the Google Local Guides signup page and click on Get Started.

Step Two

Screenshot from maps.google.com/localguides, February 2024

Enter the name of your city and click on Become a Local Guide.

Step Three

Screenshot from: maps.google.com/localguides/, February 2024

You can start collecting points on Google Maps by contributing content.

Like the one shown above, the dashboard lets you monitor your progress toward reaching the next level.

If you allow Google to access your location history, you’ll get suggestions for places to review based on the spots you’ve visited.

But you don’t need to enable location tracking to be a Local Guide. You can always search for places yourself and add information about them.

How Local Guides Can Impact SEO

Local search marketing relies heavily on Local Guides and the content they contribute.

Reviews, photos, and other user-generated content that Local Guides post about a business can significantly improve its visibility and search rankings.

Businesses can spotlight this content by engaging with it, responding to reviews, and interacting with influential Local Guides.

Additionally, getting involved in the Local Guides community can provide valuable consumer insights and help build relationships with key users who can promote the business.

Keeping up with changes to the Local Guides program allows businesses to capitalize on new opportunities.

In Summary

Anyone with a Google account can sign up to be a Google Local Guide.

All you need to do is make enough contributions by adding accurate information, photos, and thoughtful reviews to Google Maps and Business Profiles.

Once you reach level four, Google will add a badge next to your name on your reviews. This shows other people that you are a knowledgeable Local Guide.

The Local Guides program is Google’s way of thanking people who take the time to keep Google Maps up-to-date and useful.

It’s a nice bonus that can boost your online presence and credibility in the eyes of Google users.

So, if you want recognition for helping improve Google Maps, sign up to be a Local Guide today.

More Resources:

Featured Image: ViDl Studio/Shutterstock

Google Business Profile: A Complete Guide for Local SEO via @sejournal, @sherrybonelli

One of the best local SEO strategies that any eligible local business can use to rank higher on Google and get local clients is to claim and optimize their Google Business Profile.

However, claiming your Google Business Profile (GBP) is just the first step – you must optimize, frequently check, and update your GBP with new information for potential customers.

Also, many businesses don’t realize that Google (and almost any user) can make changes to their GBP – like changing your address, updating your business hours, uploading photos, leaving reviews, and more.

Ultimately, a Google Business Profile is really a community profile – it’s not just yours (the merchant’s).

Virtually anyone online can contribute to your Google Business Profile, and Google encourages user-generated content (UGC), like reviews, Q&As, photos, videos, and more.

So it’s important that you regularly check your Google Business Profile to make sure that no incorrect changes were made to your profile.

Always Follow Google’s Guidelines

When you have a GBP, you are playing on Google’s playground.

That means you must follow Google’s Business Profile’s guidelines – otherwise, your business profile can get suspended. And keep in mind that not all local businesses qualify for a GBP.

I recommend that you check the guidelines at least once every three to four months to make sure there were no changes to the guidelines that may impact your Business Profile.

Ignorance is not an excuse; it’s up to you to know Google’s rules.

If you violate those rules, your GBP will likely get suspended, and you will have to appeal that suspension. (And that’s a very serious thing.)

So it’s better to be informed of the rules than be unfamiliar with them.

How To Manage Your Google Business Profile

Multi-Location Businesses: Use The Google Business Profile Manager

If your business has multiple locations or you are an agency that manages multiple client locations, the best way to manage your profiles is to log in to the GBP Manager dashboard.

Screenshot from Google Business Profile Manager, November 2023

The GBP Manager gives you the most flexibility to manage multiple profiles in one dashboard.

(Note: You can also manage multiple locations from the Google Maps App on your smartphone.)

Single Location Business: Manage Your Google Business Profile Directly From Search Or The Google Maps App

If you are a local business with only one location, the easiest way to manage your GBP is from the place you probably have open on your computer all day long – Google Search!

You can also manage directly from the Google Maps App on your smartphone. So, how do you manage your profile from Search or Maps?

When you’re logged in with the Gmail email address you use to manage your GBP, you can type in your business name in the search bar, and your Knowledge Panel/Business Profile and a GBP merchant panel will appear:

Screenshot from search for [early bird digital marketing], Google, November 2021

Or from Google search, you can also simply enter the words my business and your merchant panel will also show up.

If you are busy and on the go, you can also manage your GBP listing on the Google Maps App. Make sure you’re logged into the email address you use to manage your Business Profile, click on your picture/image and then click Your Business Profiles.

Screenshot from Maps App, November 2023

You’ll then see your GBP merchant panel – which will look almost identical to the desktop version. Click on the More or Less arrow to expand or shrink the options available to you.

Note that the options you see in your merchant panel are category-specific, so you may see other features – or not as many features – available.

Screenshot from Maps App, November 2023

If you manage more than one GBP listing, you can see those profiles by clicking at the top area that tells you how many GBPs you manage.

Screenshot from Maps App, November 2023

That will open a list of all the GBPs you manage so you can select which Business Profile you want to open and manage.

Screenshot from Maps App, November 2023

How To Optimize Your Google Business Profile

Let’s talk about just a few of the things you can do to optimize your Google Business Profile.

First, you can edit your main company information by clicking on Edit Profile.

Screenshot from Google Search, November 2023

You can add or change information about your business, like your category, business description, opening date, hours, and more.

It’s important that this section follows Google’s guidelines – especially the company’s name and address guidelines.

If you have a storefront location that customers come to, you are allowed to show your address.

If you go out to your customers and service your customers at their location, you must toggle off your address so it’s hidden and not displayed on your GBP listing.

For your business hours, if you’re a storefront, your hours should be the hours when your employees are staffed at the location to meet with customers – not the hours you answer your phone.

You can also choose to:

• Open with main hours.
• Open with no main hours.
• Temporarily Closed (Show that your business will open again in the future).
• Permanently Closed (Show your business no longer exists).

Screenshot from Google Search, November 2023

You even have the option to add special hours for when you will be closed or have varied hours for holidays. It’s important that you set these hours at least three days before the holiday to give Google time to “approve” the holiday hours.

Screenshot from Google Search, November 2023

Also, be sure to click the More section to see attributes that may describe specific attributes about your business. These may show up as justifications in search results that can help you stand out to people who are searching.

Screenshot from Google Search, November 2023

Read Reviews

Choose Read Reviews to see new reviews or reviews that have been left on your GBP listing.

Screenshot from Google Search, November 2023

Getting reviews is important to rankings and building confidence with new and potential customers. When you get new reviews – good or bad – it’s important to reply to those reviews as soon as you can.

You’ll receive an email from Google letting you know that you’ve received a new review. You will also know you have a new review because you will see a red dot in the merchant panel and an alert in the “cards.”

Screenshot from Google Search, November 2023

To reply to the review, simply click reply, and you’ll be able to respond to the reviewer.

They’ll receive a notification of your response and anyone that sees the review will also see your reply as well – so make sure you’re always courteous and polite.

Screenshot from Google Search, November 2023

Messages

In an age when people want a quick response, turning on the messages/chat feature may be a good idea for you. You’ll be able to quickly communicate with potential customers interested in speaking with you.

To turn chat on, click on the Messages option and click the Turn On button.

Screenshot from Google Search, November 2023

You’ll then see the messages dashboard. Here, you can change the settings to Available or Away, as well as read and reply to messages you receive.

Click on the three-dot menu to see the more advanced message settings.

Screenshot from Google Search, November 2023

Screenshot from Google Search, November 2023

In the advanced settings, you can turn chat on and off as well as turn on and off the read receipts. You should also create a welcome message people will see when they send you a message.

You can also set up custom or automatic FAQs.

These are commonly asked questions that people can see and choose from. Automatic FAQs are automatically created by Google based on your GBP and pertain to the following:

• Business hours.
• Appointments.
• Contact info.
• Delivery info.
• Location or address.
• Accepted forms of payment.
• Your website URL.

So make sure the information in your GBP listing is accurate.

Screenshot from Google Search, November 2023

Custom FAQs are specific questions and answers that you write.

Screenshot from Google Search, November 2023

Anyone who’s a manager or owner on your GBP listing will be notified when someone has left a message/chat for you. So, you may want to set up guidelines for how or who is going to respond to messages.

Also, be sure to respond to messages within 24 hours. Google can take away your message privileges if you take longer than 24 hours to respond.

Tip: If you receive a spam message, you can flag it as a spam message, and that user will be blocked.

Add Photos

Local searchers love to see pictures. Photos are also a great way to get engagement from people who see your GBP – and Google likes engagement.

When you upload real pictures of your company – like your building, signage, products, services, team members, activities that your company does (like volunteer work), etc. – you are humanizing your brand.

These types of pictures help connect searchers with your company. And you can upload photos directly to your Google Business Profile!

Click on Add Photo, and you can choose whether you want to upload a photo, your company logo, or a cover photo:

Screenshot from Google Search, November 2023

When you choose Photo, you can upload a photo or 30-second video by either dragging it from your computer to the section designated or clicking the blue ‘Select photos or videos’ option to choose the file from your computer:

Screenshot from Google Search, November 2023

Adding a logo or a cover image works virtually the same. One thing to keep in mind about the cover image is that you can select a cover image, but ultimately, Google decides what cover image it will display on your GBP.

Tip: Do not upload stock photos or marketing material images to your photos. Those are not the type of pictures Google wants uploaded to the photos section on your GBP listing.

Edit Products

If you sell physical products at your store or business, adding products to your Google Business Profile is a great way to show off what you are selling! (Remember, online-only businesses are NOT allowed to claim GBPs.)

Screenshot from Google Search, November 2023

It’s easy to list products! Fill in the simple questions:

• Product Name.
• Category – If you don’t have a category already set up, you can create one.
• Price.
• Product Description.
• Product landing page URL. (Optional)
• Photo.

Once you’ve entered all the information, just click Publish to make the product live on your Google Business Profile Knowledge Panel.

Screenshot from Google Search, November 2023

Note: What you enter in Products must actually be products for sale, not services that you offer.

Edit Services

Edit Services works remarkably like Edit Products – but it’s catered to Service Area Businesses (SABs) (like landscapers, plumbers, handymen, roofers, locksmiths, etc.) or companies that offer services to customers or clients (like lawyers, accountants, personal trainers, etc.)

Adding services is super easy. Click on Edit Services, and you’ll see your primary category.

You may also see a list of categories that Google has pre-selected for you to choose from. If any of those pre-selected categories are applicable, just click the + sign and save.

Screenshot from Google Search, November 2023

You can also create custom service categories by clicking on the + Add custom service link.

Q&A

Q&A is a great way for potential customers to ask questions about your business, products, or services. Be sure to answer questions as soon as you can.

It’s also important to note that anybody can answer questions that are posted on your GBP – so make sure that you are the one who answers them!

Screenshot from Google Search, November 2023

You can also pre-populate your Q&As by creating questions and answering the questions yourself!

Add Update/Posts

You can let people know about what’s going on at your business through updates (also known as posts). There are three types of posts: Update, offer, or event.

Screenshot from Google Search, November 2023

Just select what type of update you want, and a dialog will open.

On the Update post, you can add up to 10 photos to your post as well as a description. Always be sure to add a call to action!

Screenshot from Google Search, November 2023

Offer posts are great if you’re having a sale or some type of special offer at your business. You can even add a link to your website where people can buy or redeem the offer when you click on Add more details!

Screenshot from Google Search, November 2023

An Event post is perfect for realtors with open houses or for businesses that host events at their business.

Screenshot from Google Search, November 2023

Ask for Reviews

Reviews play an important role in rankings but also in building trust with potential clients and customers.

Google makes it super easy to get reviews by giving you a shortened direct link that you can provide your customers so they can easily leave you a review on your GBP.

Simply click on Ask for Reviews, and you can copy the link and give it to your customers and politely ask them to leave you a review.

When they click on the link, they’ll be taken directly to your GBP listing to leave a review. What could be easier?

Screenshot from Google Search, November 2023

Google Is Always Making Changes To GBP

If you pay attention, you’ll notice that Google is always making changes to Google Business Profile.

Often, these are subtle changes – and sometimes, they’re bigger changes (like adding new attributes or features).

That’s why it’s so important to frequently check your GBP listing for new features or updates to your profile that may not be correct, and to keep your profile engaging for people who view your Business Profile/Knowledge Panel.

Keep your Google Business Profile optimized and up-to-date starting today!

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Featured Image: BestForBest/Shutterstock

Adapting Your Digital Marketing Strategy To Local Events And Seasons via @sejournal, @JRiddall

Local businesses wanting to improve their online visibility are regularly tasked with proving their “localness” and relevance to search engines.

In my last article on using local partnerships and collaborations to build authority and visibility, we touched on the importance of community participation and engagement as a means to establish this localness.

Two primary means of engaging with local customers are via events or establishing communications during relevant occasions.

Both offer the opportunity to create informational, educational, or promotional content where local businesses are able to demonstrate their experience, expertise, authoritativeness, and trustworthiness – or E-E-A-T – which Google strongly factors into its Search Quality Rater Guidelines and, subsequently, its search rankings.

Local event participation and seasonal communication also serves to address distance and prominence factors, which are strongly believed to the ranking signals for local businesses.

Further and related to the above, Google’s rankings are refined by both locality and personalization as the primary goal is to deliver the right content to the right people on the right device for each and every search.

Better visibility of engaging content in search rankings can, in turn, lead to more targeted traffic and potential customers.

Why Seasons Matter

Seasons naturally have a strong impact on consumer behavior.

They influence how people shop, the products they need, and the services they seek.

For instance, a small ice cream shop will likely experience a surge in sales during the summer months; a landscaping company will begin to see inquiries spike at the first sign of spring or as the summer is winding down; a tax preparation and accounting service will see a rush of clients as tax season approaches.

Limited time offers during specific periods create a sense of urgency and exclusivity.

Where To Start

A logical place to begin developing a local event or seasonal strategy is identifying the types of events and occasions that are most relevant to your business and customer base.

Consider what events or initiatives would resonate with your local audience; look for ways to authentically connect with them.

These can be events hosted by your business, a local business partner, or those you support/sponsor through a local organization.

Types of events to consider might include:

• New product launches or special promotions.
• Educational in-person seminars or online webinars, depending on where and how you deliver your services.
• Business milestones, e.g., anniversaries or new locations.
• Client appreciation events.
• Holiday and seasonal events or promotions e.g., Black Friday, Christmas.
• Local charity events.
• Local sports or other club events.

There are no doubt other types of events specific to your business or local community, so use your imagination to come up with something differentiating.

Once you’ve determined the types of events you want to host or otherwise be involved in, create an event plan outlining the details of each event, including:

• Event goals, e.g., number of attendees, number of new leads.
• Event organizer(s).
• Date, time, and event schedule.
• Location/venue.
• Speaker list, if applicable.
• Budget.
• Event promotions, i.e., where, when, and how.
• Event content requirements.

Creating Event-Based Content

As noted, holding or participating in events provides ample opportunity to generate content.

Once you’ve identified the local events and occasions that matter most to your business and customers, it’s time to tailor your content to showcase your local E-E-A-T, enhance your event’s visibility along with that of your brand, and maximize attendance.

Event Web Page Content

If you plan to hold regularly scheduled events or simply want to highlight your community participation on your website and provide quick access to event details, it will make sense to create a dedicated Events page or add an Events section to your About Us page.

This page should naturally contain all pertinent event details and link to any relevant service pages or complementary content (see below).

If you are partnering with another business or organization, this content will also provide a place to include relevant links to additional details regarding the event or your business partner.

If you are linking to a partner business or organization website, you should, of course, be seeking a link in return. Links like these are important signals for the search engines to contextually establish your connection to your local community, i.e., proof of your “localness.”

This webpage should also include an FAQ section to answer any common pertinent questions your customers may have regarding the events or the organizations involved.

Informative Blog Posts And Articles

Depending on the event theme or topic, a detailed blog post or article with relevant images, audio, or video can be created, published, and distributed to provide prospective attendees with helpful background or educational information.

This content would naturally link back to a relevant event page along with related product or service pages as a means to build their authority.

For example, the landscaping company referenced above that is hosting a Welcome Back Spring event may publish and post a blog or blog series on prepping your gardens and lawns for the Spring.

The tax accountant may approach a local personal investment advisor to co-publish and share an article on How To Minimize Your Tax Exposure just before tax time arrives and run a joint in-person seminar or online webinar.

Google has clearly signaled relevant, useful, high quality content is a key ranking factor. Events and seasons provide natural vehicles around which this type of content can be created to benefit your target audience.

Video Content

It’s no secret that video has become popular, and depending on the audience, the preferred method of web communication is via social channels like YouTube, Instagram, Facebook, and TikTok.

Anyone with a mobile device can now quickly create and distribute effective, authentic videos.

Sharing educational or promotional video content on these platforms in the form of how-to guides or product/service promotions aligned with an upcoming event or a seasonal shift can help a local business stand out from its competition.

YouTube videos, in particular and in light of the fact Google owns this platform, can and should be optimized to appear in YouTube and Google search results.

These types of videos should, in turn, be embedded into the aforementioned event web pages and/or blog posts and articles created to support them.

Social Media Content

Assuming a local business has already started to build a social media following, on whichever channel is most relevant to the business’s target audience, any web, blog/article, or video content should be shared via these channels.

For most local businesses, social media simply represents an extension of their offline community.

Further, social posting aims to have the engaging content created be viewed, read, liked, shared, and/or clicked on. All social posts should include clear calls to action (CTAs) and links to event details.

When thinking about creating event or season-specific social media posts, be sure to incorporate unique, relevant hashtags, e.g., #welcomebackspring #springgardenprep #location. Hashtags, in addition to being social search tools, have become key branding tools that tie the posted content to the business, event, and location.

During an event, encourage participants and attendees to share their comments and/or experiences via social media with the appropriate hashtag.

This can even be tied to an opportunity for those with the best or most posts to be recognized or rewarded, thereby increasing engagement.

These posts can be re-shared on your social channels and represent an opportunity to highlight your local expertise and trustworthiness.

Back To Partnering

Partnering with local influencers, like-minded businesses, or organizations to co-host events or run joint promotions lightens your workload by sharing event/content responsibilities, expands your reach, and introduces your brand to new audiences.

Identify and reach out to those organizations or individuals with a similar target audience and propose mutually beneficial collaborations with shared goals and expected outcomes.

Measure And Analyze Everything

The success of any digital marketing strategy is informed by analytics.

By tracking key metrics like organic search visibility, paid ad results, social engagement, and website visits, you can assess which aspects of events worked and which did not in order to make necessary adjustments to current or future campaigns.

Another way to measure an event’s success is to simply ask participants for their feedback.

Consider sending post-event surveys to attendees to see what they liked or didn’t like, letting them know their opinion matters and will help to create more value-added events and content from which they will ultimately benefit.

Get Eventing

By adopting a holistic approach to integrating local events and seasonal campaigns into their marketing mix, local businesses can forge stronger connections with their communities, thereby enhancing their prominence and establishing the E-A-T-T Google is looking for through tailored content to drive sustainable growth.

Google’s desire to deliver personalized, relevant, local results within a defined area will reward the most engaged and active businesses.

Keeping in mind, consistency and data-backed adaptability are key to long-term success.

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Featured Image: kenary820/Shutterstock