Latest Updates: Google Business Profile (GBP) for Businesses
Reading Time: ~3 Mins | Written By: Jason Serafica
Local businesses prioritize optimizing for local search to enhance visibility among their target audience. Google Business Profile (GBP) plays a vital role in this strategy, enabling businesses to show up in local search results when users look for their business name or related services.
As one of the most important listings on the internet, maintaining an accurate and compelling Business Profile is essential to match user intent, particularly for location-based queries. Recently, Google has announced several updates that are starting to affect businesses, emphasizing the importance of staying informed and adapting to these changes to maintain a competitive edge.
Google Business Profile Websites Set for Deactivation
Google recently announced that “as of March 5, 2024, websites made with Google Business Profiles are no longer available and customers that visit your site will be redirected to your Business Profile instead.”
Until June 10th, visitors will be redirected to the main Google listing. After this date, an error will appear, and the redirection will no longer be valid. Previously, this feature allowed any GBP owner to create a website within minutes.
However, it provided only a basic overview and lacked the customization options available on dedicated website platforms like SquareSpace or WordPress. This change will specifically affect businesses without a separate website on such platforms.
Businesses with existing websites won't be impacted by this change, as it's a distinct extension from their Google Business Profile listing. Visitors can still access their fully optimized links and directly visit their website from search results.
This transition shows Google's commitment to providing tailored experiences for users. Emphasizing the importance of individual websites allows businesses to offer detailed information and enhance user engagement, ultimately raising the bar for SEO standards and the importance of user-first strategies.
If your business has no standalone website and is affected by this change, you can create a separate, search-engine-optimized website to foster long-term growth. Platforms like Shopify, WordPress, and SquareSpace offer customizable templates to streamline the process. Additionally, Jelly Academy provides a user-friendly website-building program tailored for individuals with no coding experience. Ideal for brands and small businesses with simple web requirements.
New Feature: Add Your Social Links Directly
A recent update to Google Business Profile now lets you directly link your social media accounts to your profile. Unlike before, where Google pulled data from various sources automatically, this change gives you more control over what appears on your listing.
What does this mean for you? It hints at Google possibly putting more focus on platforms other than its own, especially with the rise of "Social Search" on TikTok and Instagram. More people are starting their searches on social media and then turning to Google for more info and to visit business websites.
Interestingly, search results pages now feature content from TikTok, YouTube Shorts, and other platforms, showing a blend of social media and traditional search.
With Google updating its Business Profile platform, local businesses have to think about their online presence. The news about Google Business Profile websites no longer valid shows that businesses need to adjust and focus on their digital strategy.
While this might be tricky for some, it's also a chance to improve their online visibility using other tools like dedicated websites and social media. By keeping up-to-date, being open to changes, and using the right tools, businesses can handle these changes well and keep growing online.
