2024: The Year Of The Google Business Profile

Mistake #1: Using A Bad Email
Who owns your Google Business Profile? Seriously, who owns it? You're in the right place if you don’t know the answer. When setting up a Google Business Profile, business owners often have no idea who owns the profile. This can become a huge headache for you down the road. Why? You need the profile owner’s email address and login credentials to access your profile. But why do you need to access your profile? Great question. Your Google Business Profile is how you respond to Google reviews, edit your business hours, add photos, add valuable links (like your website) and more. Additionally, your Google Business Profile plays a role in map rankings and SERP results. You likely don't have access if you don’t know who owns your GBP profile. 

Mistake #2: Not Verifying Your Profile
Leaving a profile unverified is telling Google, ‘Hey! Look at me! I’m untrustworthy!’. The verification process has gotten progressively harder over the years. Google used to require a postcard, then it went to calling the business with a verification code, and now it requires a video conference. While it’s not the easiest process in the world, verification is vital to your business’ digital marketing success. 

Mistake #3: Zero Optimization for SERP
If you have access to your Google Business Profile and it’s verified, but you’re still asking yourself why your profile is absent from search results, we have the answer. Your profile isn’t optimized. There are a lot of steps to properly optimizing your Google Business Profile; without executing the requirements, your profile is doing nothing for your business. 

Mistake #4: Let’s Make A New Profile
Often, when a business owner cannot access their Google Business Profile, this idea creeps in… ’What if I just create another profile?’. If this happens to you, please hear us: No. Please, don’t. Here’s a question-and-answer exercise to do with yourself before creating a Google Business Profile.

Question: My business has relocated, should I create a new Google Business Profile to show the new address?

Answer: No.

Question: Someone else owns my Google Business Profile, should I create a new Google Business Profile that I own?

Answer: No.

Question: I can’t figure out how to edit my profile, should I just create a new Google Business Profile?

Answer: No.

While it’s not easy, it’s always best to go through the proper channels Google has established to gain access, update locations and verify an existing profile. 

Mistake #5: Lack of Posts
Your business’ Google Business Profile needs posts, just like any other profile. WARNING: This does not mean you can duplicate posts across your profiles. However, you should be posting regularly. 

Notable Mention: Not Having A Website
Last but not least, we believe Google will make another big change to Google Business Profile in March 2024. If you have been using Google Business Profile’s platform to manage your website, Google will redirect the site to your profile. This is for all websites ending in business.site and negocio.site. Just a heads up!

Optimization and proper execution are more important than ever regarding Google Business Profile. Optimization can be accomplished easily by ensuring your profile is verified, your business’ information is complete, you’re regularly posting and updating your profile and you're replying to reviews. 

If you’re setting up a Google Business Profile and feel lost, you’re not alone. Call the team at Lift Division. We’re ready to solve your Google Business Profile problem and utilize its tools for your business’ success.