Business Listings - the ins and outs

Part 2:
Google Profiles and unwanted 3rd party updates

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Your business information is distributed and updated across various platforms and directories over the internet often without prior knowledge or authorisation.

We have pulled together some additional insights to help you tackle common location and localised search issues to ensure your business is profiled accurately.

To be found online where your customers need you most is essential in converting those online experience in offline engagement.

Part 1: Directories and Digital Hygiene

Part 2: Google Profiles and unwanted 3rd party updates

Part 3: Citation Building – Tier 1 and legacy 

Part 4: Rogue social media profiles and those “fan sites”

Part 5: Making the most out of your business listings

White Pages Connect - Enterprise reporting for local level

The most common issues faced include:

Failure to rank in search

  • Missing Google profiles
  • Security with third party updates
  • No central source of truth
  • Missing tier 1 citations and directories
  • Legacy citation issues
  • Incomplete control of Facebook
  • Missing opening hours or different opening hours
  • Missing attributes / rich content

We will be tackling all these challenges and providing tips on how to fix across the series.

Missing Google Profiles

What does this mean?

A business with multiple locations often has missing or rouge Google Business Profiles (GMB).

Google (GMB) profiles can be ranked as claimed, verified or unclaimed and may be set up by customers or even automatically by Google as a commonly search location or place.

White Pages Connect - Brining your business to life with local Seo

Why is it a problem?

No GMB profile = no digital trace of the physical location, this means a potential customer may not be able to find your location’s address.

What is the solution?

After setting up a GMB account you will need to identify which locations are missing, which locations have already been claimed (this is the hard part) – if they have already been claimed they need to be located and moved under one account. This requires each of the individual locations to be authorised to be centrally managed.

This audit process may identify other locations or other people within your organisation that currently have access to GMB. We recommend getting this all centralised with one team and one platform to make it easier long term.

The missing locations can be verified in one of two ways:

If you have less than ten locations currently claimed, you will receive a postcard for each new location. Just instruct branch or location managers to confirm the locations and return the postcards.

If you have ten or more already verified locations, you can apply to Google for bulk verification status. Once approved, you will not need to send postcards for any future locations to verify the listings on GMB.

Security from 3rd Party Updates

What does this mean?

So once you have gone through the GMB process of finding your locations and centralising them, it may be apparent that some of the key business information is incorrect, or other people or customers have created locations and added content that is just not accurate for the business.

If you start digging on other locations and also directories you may now also reveal how much inaccurate information exists about your business. If one location is wrong that means over a possible 20 other references to that location are also incorrect.

It will soon become unmanageable and start causing further headaches for other teams.

  • marketing – Local marketing campaigns
  • Customer service – complaints from customers due to incorrect information 
  • store managers – wanting to update the business hours due to pandemics or flooding etc.
White Pages Connect - Securing your business data
White Pages Connect - engage with your customers at a local and enterprise level

Why is it a problem?

Whether it is malicious or not if your business information, contact hours, details, descriptions, business categories, rich content such as images, promotions can be edited and altered, updated, removed and deleted – without you knowing or your say so.

This may cause the following issues:

  • prospective customers cannot find your business at the moment that matters most.
  • Search engines will have confusing information for the customer when searching.

What is the solution?

This is a messy problem to have however, there is a chance to make the experience a lot more streamlined for your customers (both known and unknown).

The best way is to start managing the distribution endpoints and listing locations for all your store or business locations.

If you are a one shop spot it’s pretty straight forward, but if you have multiple locations this will require a very organised team of location managers or a tool that allows you to manage it all in one spot.

That’s where we come in. If you already know your location data isn’t up to scratch let us get you started on fixing it up and working out how we can best support you.

 

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