Discover the essential steps to safeguard and navigate through Google’s adjustments to your Google Business Profile (GBP) information.
For businesses invested in local SEO, Google Business Profiles (GBP) stands as a vital asset. However, the dynamic nature of Google’s algorithms means that updates to GBP listings can occur unexpectedly.
Google employs a range of measures to maintain the integrity of GBP listings and their visibility on maps. As a result, businesses may find their information subject to periodic alterations without prior warning.
By gaining insights into the timing, rationale, and mechanisms behind these updates, businesses can proactively shield their profiles from inaccuracies and mitigate any adverse effects on their operations.
How frequently does Google refresh GBP listings?
According to insights gleaned from software managing Google Business Profiles (GBPs), approximately 44% of GBP listings have undergone updates within the last 36 months.
Furthermore, data analysis reveals a discernible pattern in the timing and recurrence of these updates. Specifically, heightened activity tends to occur during the November, December, and pre-Easter periods, with an emphasis on modifying data fields such as opening hours.
A notable observation from Mirador (a tool created by SALT Agency) Local’s findings highlight instances where Google concurrently altered the names of 192 profiles belonging to a single brand, notably removing the ‘™’ symbol.
Despite these alterations, businesses often remain unaware of changes made by Google or other users. While some modifications may seem minor, others—such as adjustments to opening hours or contact information—can significantly impact business operations and customer engagement.
Where does Google receive the information it needs to update your GBP listings?
While you can alter your own Google Business Profile information, Google checks modifications against many data sources to prevent misuse of the GBP system.
These data sources include the following:
- Data from the “Owned” Website: This encompasses details sourced directly from the business’s website, including contact page information and schema declarations, providing a snapshot of the organisation’s self-reported data.
- Data from “External” Websites: Information gathered from external sources such as BBB, Companies House, and authoritative directories offers a broader perspective on the business, reflecting how it’s portrayed across different platforms beyond its own domain.
- Public User Contributions: Contributions from the community, including those participating in programmes like the Local Guides initiative, reviews, photos, and manual edits, add layers of authenticity and real-world experiences to the business’s profile, shaping its online presence.
- User Engagement Data with Location: Metrics tracking user engagement with the business’s location provide valuable insights into consumer behaviour and preferences, offering a dynamic view of how the business is perceived and interacted with within its geographic context.
Maintaining consistency in NAP: essentials for local search optimisation
For years, ensuring consistency in the name, address, and phone number (NAP) has been a cornerstone of local search optimisation strategies. While securing a spot in the coveted Map Pack can yield substantial advantages, it has regrettably become a target for unscrupulous tactics, prompting Google to step up its efforts to combat abuse.
As Google intensifies its crackdown on spam and strives for greater accuracy, legitimate businesses have found themselves inadvertently ensnared in the process, often necessitating additional verification requests to prove their authenticity.
Optimising for Google’s GBP validation process
While direct optimisation for algorithms or AI remains elusive, businesses can take proactive steps to enhance their chances of validation within Google’s GBP ecosystem. By prioritising accuracy, consistency, and optimisation across all controllable elements, businesses can position themselves favourably within the validation framework.
Brand and NAP Harmony: elevating your online presence
Maintaining precision in your business’s name, address, and phone number (NAP) has long been a fundamental guideline, dating back at least a decade in my recollection. However, in today’s digital landscape, governed by Google’s intricate algorithms, mere compliance with these standards is no longer sufficient.
Google’s validation mechanisms now demand a more nuanced approach, extending beyond the conventional checklist. They meticulously scrutinise data dispersed across the web, juxtaposing it against the details provided within Google Business Profiles. This comparison encompasses various sources, including:
- Online directories
- Chambers of commerce
- Government databases
- Local business associations
Maintaining uniformity across these platforms serves as a safeguard against Google’s potential misinterpretations and modifications. That’s why I consistently advocate for clients to focus their citation-building efforts on reputable directories and platforms that offer flexibility for future adjustments when necessary.
Harnessing and responding to user input
Google places immense value on the feedback provided by users, including the active participation of the Local Guides community, aimed at enhancing the accuracy and quality of listings.
This real-time feedback serves as a valuable resource, aiding in the identification of inaccuracies or out-dated information that may have escaped algorithmic detection or lack sufficient digital validation.
Upon receiving user feedback, Google meticulously evaluates its credibility, often cross-referencing it with other available data sources. Depending on the nature of the suggestion, additional information or verification may be requested, necessitating prompt action from the business owner.
In addition to fostering positive reviews, businesses can encourage customers to validate business details, such as opening hours, by sharing their experiences or mentioning specific visit times.
It’s essential to note that Google employs measures to deter the influx of content violating its policies.
By leveraging user feedback in this manner, businesses can fortify their information and bolster their E-A-T (Expertise, Authoritativeness, Trustworthiness) strategy.
Establishing your digital identity
Securing your position within Google’s Knowledge Graph serves as a crucial defence against potential inaccuracies in your Google Business Profile.
An entity within Google’s Knowledge Graph represents a distinct and well-defined “thing” or concept. These entities possess specific attributes, including name and type, and are interconnected with other entities.
Given Google’s reliance on diverse data sources, any ambiguity surrounding businesses with similar names or operating in the same industry or service category could result in misinformation being associated with your profile.