Local SEO in 2024: How To Adapt As Google Business Profile Websites Shut Down
This March, Google will be shutting down websites created through their Business Profile service, redirecting visitors to your profile itself until June. While this might seem like a minor inconvenience, it's actually a wake-up call highlighting the vitality of proactive local SEO strategies, including updating your business profiles and strategically targeting your web content.
First, Ensure You Have a Strategy To Update and Manage Your Local Listings
If you were reliant on one of these sites, the quality and quantity of information in your local business listings or listings is now even more crucial. You’ll want to ensure you are managing everything from reviews to operating hours to ensure you are still putting your business in front of potential customers when they need it most - properly structured, optimized listings achieve greater visibility and rank higher in search results, whether a customer is using in-car navigation or getting AI-generated results from one of Google or Bing’s new tools.
Whether or not you replace your website, and no matter what you replace it with if you do, don’t neglect this important source of traffic. Our platform can make this optimization and management easy for you.
Next, Get Strategic About Replacing Your Business Profile Websites
While convenient, Google Business Profile-generated websites always had limitations. They lacked customization, advanced features, and the freedom to truly own your online presence. This is where landing pages that allow for entity-based, local SEO optimization come in:
Targeted Reach: Go beyond basic keywords and attract customers using specific location and service-related terms, ensuring they find you for the solutions they seek.
Enhanced Credibility: Showcasing locations, providing accurate information, and creating engaging content build trust and encourage conversions.
Brand Control: Owning your landing pages allows for complete design and content customization, reflecting your unique brand identity and offerings.
The March Deadline is Your Opportunity!
With Google Business Profile websites vanishing, now's the perfect time to invest in a robust local SEO strategy. This proactive approach ensures a seamless transition beyond March 1st and sets you up for long-term success. Here are some key actions to take:
Claim and optimize your listings: Claim your business profiles on major platforms like Google My Business, Bing, and industry-specific directories. Ensure consistency in and accuracy across all listings. Invest in a platform that can optimize the structure of these pages for inclusion in AI-generated results, and high rankings elsewhere.
Embrace localized keywords: Conduct keyword research focusing on specific locations and services relevant to your target audience. Create landing pages and other web content that’s optimized accordingly.
Engage with your community: Respond to reviews, participate in online forums, and create local content that resonates with your audience. Build up your social media channels as an alternative source of traffic.
Don't wait until March 1st! By starting now, you can ensure a smooth transition, maintain online visibility, and attract more customers through strategic local SEO efforts. Remember, owning your online presence is critical to your local business's success. Make 2024 the year you take control and thrive in the ever-evolving digital landscape.
Additional Resources:
Google My Business Help Center: https://support.google.com/business/?hl=en
At BeLocal, we specialize in helping local businesses optimize their listings with accurate, structured data so they can flourish in the age of entity-based SEO, which relies heavily on context to make connections between your business and what you do, where you are and who you serve. Providing complete and accurate business information helps search engines understand your company's context and expertise, elevating your visibility in relevant searches. If you’d like to learn more about your options after your Google Business Profile website is shut down, contact us to learn more.
