March 20, 2024

9 Consequences of Neglecting Your Google Business Profile: Insights from Mobals expert local SEO team

March 20, 2024
Uncover the risks of neglecting your Google Business Profile (GBP) in our latest post. Learn how unclaimed GBPs can impact your online visibility and SEO performance. Take control of your digital destiny by claiming and optimizing your GBP today!
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Introduction: Maximizing Your Online Presence with GBP

Your Google Business Profile (GBP) is a crucial touchpoint between your business and potential customers. However, neglecting to claim and manage your GBP can lead to missed opportunities and hinder your digital marketing efforts. We had a chat with our Customer Success Managers and Local SEO experts Lina Holm and Reko Tamminen about the significant risks associated with disregarding your GBP presence.

1. Loss of Control Over Information

Consider your Business Profile as mini-website that, due to the speed of decision-making, is often prioritized over the actual website." - Lina Holm, Customer Success Manager at Mobal 

Without claiming your GBP, you lose control over essential business details. Inaccurate information can erode customer trust and lead to missed opportunities for engagement and conversion. "Maintaining accurate business information is crucial for building trust with your audience. Unclaimed listings can result in misinformation, damaging your brand reputation. Consider your Business Profile as mini-website that, due to the speed of decision-making, is often prioritized over the actual website." - Lina Holm, Customer Success Manager at Mobal 

2. Inability to Engage with Reviews

90% of people read reviews before visiting a business. Reko Tamminen, Customer Success Manager at Mobal highlights "Responding to reviews demonstrates your commitment to customer satisfaction. An unclaimed listing limits your ability to foster positive relationships with your audience, because anyone could change your business information."

Unclaimed GBPs limit your ability to respond to customer reviews promptly, hindering your reputation management efforts and potentially alienating customers. Lina adds, "We've had many cases where a customer actually changed or even removed a negative review, as a result of a courteous and genuine response from the company".

3. Vulnerability to Unauthorised Claiming

Proactively claiming your listing is essential to safeguard your online presence. Would you let your competitor decide the first impression you give to a potential customer?" - Reko Tamminen, Customer Success Manager.

Neglected GBPs are susceptible to unauthorised claims by competitors or malicious actors, compromising your brand's integrity and online visibility. "Competitors may exploit unclaimed listings to gain a competitive edge or tarnish your brand's image. Proactively claiming your listing is essential to safeguard your online presence. Would you let your competitor decide the first impression you give to a potential customer?" Reko comments. 

Unclaimed GBPs are vulnerable to hijacking, allowing competitors to manipulate information or divert traffic from your business. It is unfortunately not uncommon for profiles to get hijacked where scammers  aim to steal traffic, leads and sales. The only way to guard against this is by claiming and taking full control of your profiles. 

4. Inability to Moderate User-Generated Content

“Without claiming your GBP, you lack moderation capabilities, leaving your business vulnerable to inappropriate or misleading user-generated content” Lina highlightst. Without activating your GBP, your business remains defensless against inappropriate or misleading user-generated content. Claiming your GBP grants crucial moderation capabilities, essential for safeguarding your brand's reputation and ensuring a safe online environment.

5. Risk of Listing Disappearance

"In a competitive landscape, active management of your GBP is essential. Google prioritises listings with accurate and up-to-date information. Failure to claim and optimise your listing may result in diminished visibility and eventual delisting", Reko mentions. Neglected GBPs risk being delisted from Google Maps due to outdated or inaccurate information, diminishing their online visibility and accessibility.

6. Missed Opportunities for Traffic Generation

A claimed and optimized Google Business Profile (GBP) acts as a digital storefront, providing potential customers with essential information such as business hours, location, and contact details. This visibility not only enhances online discoverability but also increases the likelihood of foot traffic to physical locations. Additionally, an optimized GBP can boost search engine rankings, leading to increased visibility in local search results and ultimately driving more organic traffic to your business. Therefore, neglecting to claim and optimize your GBP not only results in missed opportunities for customer acquisition but also hinders your overall online visibility and potential for growth.

7. Inability to Leverage Promotional Features

Active profiles perform better than passive profiles" - Reko Tamminen, Customer Success Manager.

GBP offers promotional features, such as posts and local advertising, to enhance visibility. Unclaimed GBPs miss out on these opportunities to stand out in search results. "We've seen a significant increase in CTR rates in our customer's profiles after starting to publish converting content, such as high quality media, offers, posts, and events in their profiles.  Active profiles perform better than passive profiles" - Reko Tamminen, Customer Success Manager.

8. Lack of Access to Insights

Claimed GBPs provide access to valuable insights and analytics, enabling businesses to refine their marketing strategies. Neglecting to claim your GBP deprives you of these insights, hindering strategic decision-making. With Mobals analytics, you can effortlessly get an overview of your profiles' performance and make informed decisions. 

9. Negative Impact on SEO Performance

Neglecting to claim your GBP can adversely affect your SEO performance, as unclaimed listings may lack essential information and optimizations that contribute to higher search rankings. By claiming and optimizing your GBP, you improve your chances of appearing in local search results and attracting organic traffic. As mentioned before, you should think of a business profile as a mini website. It should give all the necessary information that a customer might need for their purchase decision. Business profile also has many features that should be optimised for visibility with keywords and completeness.

Conclusion: Take Control of Your Google Business Profile 

In conclusion, neglecting to claim and manage your Google Business Profile poses significant risks to your business's online visibility and reputation. By taking control of your GBP, you unlock opportunities to attract and engage with potential customers effectively. Don't let your competitors dictate your online presence—claim your GBP and take control of your digital destiny today.

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Frequently Asked Questions about Google Business Profiles

1. What is a Google Business Profile (GBP)?

A Google Business Profile (formerly known as Google My Business) is a free tool provided by Google that allows businesses to manage their online presence across Google Search and Maps. It enables companies to showcase essential information, such as location, operating hours, contact details, and customer reviews.

2. How do I claim my Google Business Profile?

To claim your Google Business Profile, visit the Google Business website and follow the prompts to verify your business ownership. This typically involves receiving a verification code via mail or phone to confirm your business association.

3. What are the benefits of claiming my Google Business Profile?

Claiming your Google Business Profile grants you control over the information displayed to potential customers, allows you to respond to customer reviews, and provides access to valuable insights and analytics to inform your marketing strategies. Additionally, claiming your GBP improves your business's visibility in local search results.

4. Can I manage multiple locations with one Google Business Profile?

Mobal offers multi-location management capabilities, allowing businesses with multiple branches or locations to manage all their listings from a single dashboard. This streamlines the management process and ensures consistency across all locations.

5. How often should I update my Google Business Profile?

It's recommended to regularly update your Google Business Profile to ensure that all information is accurate and up-to-date. This includes updating operating hours, contact information, and photos and responding to customer reviews promptly. Regular updates help maintain customer trust and improve your business's visibility online.

6. Can I promote my business through my Google Business Profile?

Yes, Google Business Profile offers promotional features, such as Google Posts and local advertising options, to help businesses showcase promotions, events, and offers directly in search results. These features can help attract more customers and drive engagement with your company.

7. What should I do if I encounter issues with my Google Business Profile?

Suppose you need help with your Google Business Profile, such as correcting incorrect information or claiming your listing. In that case, the Mobals expert team is available for assistance via chat, phone, and email. Additionally, you can find answers to common questions and troubleshoot issues with your GBP in our Help Center. 

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