Protected: The GBP Minefield – Undocumented Traps That Trip Up Users
Last Updated: January 22, 2025
GBP Performance Emails – They Don’t Mean What You Think They Mean
Last Updated: January 22, 2025
Those monthly emails from Google about your Google Business Profile (GBP) performance can be incredibly misleading—and they’re confusing a lot of people. They often look something like this:
What’s interesting is that people misinterpret them in opposite ways. Some clients call us excited, convinced that the email shows they’re suddenly dominating the competition. Others call us in a panic, saying, “Google says you’re doing a terrible job this month!”
The truth? These emails don’t actually tell you either of those things.
Your GBP Email Only Tells Part of the Story
Google’s summary email only reports on your GBP performance and only compares this month to last month. That means:
- It doesn’t reflect your overall web presence
- It says nothing about your rankings in search results
- It doesn’t include any paid ads (PPC) performance
- It doesn’t tell you how your GBP is performing in absolute terms
It’s like checking today’s temperature and assuming that’s the climate trend for the entire year. It’s just a tiny snapshot, not the big picture.
Absolute vs. Relative Performance: Why Comparing to Last Month Is Misleading
Because the email only compares your performance to the previous month, some very basic factors can completely distort your understanding of reality.
Here are a few common scenarios:
Scenario 1: A Temporary Spike Makes a Normal Month Look Bad
If your performance spiked last month and returned to normal this month, the report will say you’re “underperforming.” But in reality, you’re just back to your usual numbers.
Common Causes: Seasonality, a temporary surge in interest, or major events like hurricanes (depending on your industry).
Scenario 2: A Temporary Drop Makes a Normal Month Look Great
If your performance dipped last month and has now recovered to average, the report will say you’re “crushing it.” But in reality, you’re just back to where you should be.
Common Causes: Seasonality, holidays, vacations, weather events, or changes in PPC spending.
Scenario 3: A Huge Spike Followed by a Drop That’s Still Above Average
If your performance spikes way up and then drops—but still remains above your usual numbers—the email will say your performance is “tanking.” But in reality, you’re still doing better than average!
Example: Your second-best month ever might look “bad” just because last month was your best ever.
Focus on Trends, Not One-Off Reports
No marketing campaign moves in a perfectly straight line. Your efforts change, your competitors adjust their strategies, and Google is constantly tweaking its algorithm. The entire digital landscape is always shifting.
This means your performance graphs will always show a saw-tooth pattern with ups and downs, rather than a smooth trend. What really matters is that when you zoom out, the overall trend is moving in the right direction.
Instead of worrying about month-to-month fluctuations, track your rolling average over time. This will give you a clearer, more accurate picture of your long-term growth.
Final Takeaway: Watch the Trend, Not a Single Month
Rather than stressing over Google’s month-to-month reports, ask yourself:
- Am I seeing overall growth over the past 6–12 months?
- Am I receiving more calls and emails from real people interested in my services?
- Are my rankings trending upward in search results?
- Are my leads and conversions increasing over time?
A single month-over-month report of just one small piece of your marketing efforts tells you almost nothing.
Stay focused on the bigger picture, and don’t let one email shake your confidence!
ScamWatch: Scammers Threatening to De-List GBP Unless They Get a Ransom
Last Updated: January 15, 2025
Remember the old “I will sell you one of the top 3 positions in Google” con? It lingered, for years, in one form or another but now it’s evil cousin is back. The new version of this old scam is now about removal of your listing, rather than placing it at the top. What’s terrible about this is that it leverages the much more powerful fear-of-loss frame work rather than the weaker want-of-gain. And that’s why people are falling for it.
One of our clients, a tax resolution specialist, recently became the target of this scam. They were threatening him with removal of his Google Business Profile (GBP) from Google Maps unless he paid them.
How the Scam Works
Here’s how these scammers operate:
- They contact business owners, often through phone calls or emails, with urgent and threatening messages.
- They claim they have control over your Google Business Profile and that they’ll delete it or make it invisible unless you pay them a fee.
- Some even offer “services” to boost your GBP ranking for a price—an offer that sounds enticing, but is pure fiction.
The goal? To scare you into forking over your hard-earned cash.
Why This Has An Air Of Truth
Most people know that it’s Google who controls the presence (or lack thereof) of the GBPs in both Google Maps and their search results. Many people also realize that it’s possible to community-edit content on there. In fact, there’s still quite a bit of bad behavior related to this, especially between competitors. The ability to affect a change to someone else’s listing is exactly why this scam sounds like it could be believable.
How to Protect Yourself
Stay ahead of the scammers by following these tips:
- Verify Claims: If someone contacts you about your Google Business Profile, do not take their word for it. Log into your GBP account to check its status.
- Trust Only Known Companies: You should either reach out to Google directly, or to your trusted marketing partner (if you have one). Don’t even trust someone claiming to be Google if THEY initiated the call to you. That is another common scam tactic.
- Stay Calm: Scammers thrive on urgency. Take a breath and evaluate the situation before responding to any threats or demands.
The Bottom Line
Scammers are always finding new ways to exploit small business owners, but with a little knowledge and vigilance, you can stay one step ahead. Remember: if it sounds too good to be true, or if someone is pressuring you with threats, it’s likely a scam. When it comes to your Google Business Profile, trust only Google—no one else has the keys to that kingdom.
Stay safe, stay informed, and as always, keep an eye on ScamWatch for updates!
Reader Suggestion: How to Improve SEO/Rankings
Last Updated: January 8, 2025
We recently got a suggestion from a reader that we cover SEO and how to improve rankings. So, this post is going to do exactly that! This is a massive topic that’s far too broad to go into detail on every point, but we’ll focus on the general topics and, more importantly, the order you should do them in.
1. Clean Up Your Digital Clutter
Your past campaigns have almost certainly left a trail of outdated info. Things like old phone numbers, websites, and addresses, will drag your rankings down because they break your NAP match. That is to say, you’re not presenting a consistent story to Google about your Name, Address, and Phone number (and website). Most marketing companies skip this step, but we always like to start with CleanSlate because it makes no sense to work against the weight of that old information when you can start fresh and set yourself up for long-term success.
- Track Down Old Info: Search for any outdated phone numbers, addresses, or websites tied to your business. They can mess with your NAP (Name, Address, Phone Number) consistency.
- Update Listings: Edit the info where possible. If you can’t, reach out to site operators and request updates.
- Time-Saving Tip: Consider tools or services like CleanSlate to expedite this process.
This step sets the foundation for everything else you’ll do!
2. Fix Your Website
Your website is the foundation of your SEO success, and it needs to work for both people and search engine bots. Here’s what to focus on:
- Optimize for Keywords: Research your target keywords and weave them naturally into your page titles, headings, and content.
- Create for Humans and Bots: Write clear, engaging content for visitors, and structure it so search engines can index your site effectively with clean URLs and proper metadata.
- Add Substantial Content: Include plenty of text on your site—even if visitors don’t read every word, search engines will. Make sure you focus on only one thought per page. In other words, if you both install and repair roofs, you need a page for each of those things.
- Ensure ADA Compliance: Use high-contrast text, descriptive alt tags for images, and accessible designs to boost usability and rankings.
- Simplify Navigation: Keep your menus intuitive and include relevant keywords in the labels so users can find what they need quickly.
- Handle No-Follow Tags with Care: Use these strategically to avoid accidental ranking issues. Missteps can cause more harm than good.
By making these updates, your website becomes a powerful tool to attract traffic and improve your rankings!
3. Supercharge Your Google Business Profile (GBP)
Your GBP is a ranking powerhouse. Treat it like gold.
- Keep It Consistent: Ensure your business info matches what’s on your website.
- Fill It Out Completely: Don’t skip any fields, and choose the right categories for your business.
- Avoid Keyword Stuffing: Use keywords wisely—Google’s not a fan of overstuffed profiles.
- Be Honest About Location: Never fake a storefront with a P.O. box or UPS address. Google’s onto that game, and it won’t end well.
- Caution: Do not push the boundaries here because the penalties are pretty severe now. You only get 2 tries to fix a suspension so better to leave 5% optimization on the table than to try for 105% and end up suspended. If you’re not sure, or this all makes you nervous, we do offer GBP Optimization so we’re always here to help.
4. Leverage Local Directories
Directories are the easiest win in the SEO game. Every listing is a backlink, which gives your rankings a little boost.
- Get Listed Everywhere: Use services like DirectoryDominator to get into hundreds of directories quickly.
- Focus on Relevance: Local directories are especially valuable since they connect you with nearby customers.
5. Build Backlinks Manually
Backlinks are like SEO votes of confidence, but the best ones don’t happen by accident. Here are some ideas to get you started:
- Collaborate with Industry Partners: Ask suppliers, subcontractors, or other business partners to link to your site. For example, they might list you as a preferred vendor or partner.
- Guest Posting: Offer to write articles for industry blogs or local businesses, and include a link to your site in the content.
- Reach Out to Community Colleges or Schools: Propose a small donation, internship opportunity, or collaboration in exchange for a backlink from their .edu site. These carry extra weight in rankings.
- Sponsor Local Events: Many event organizers list sponsors on their websites, often with a link back to your business.
- Leverage Community Connections: If you’re involved with a local nonprofit or sports team, ask if they’ll include your business on their website.
- Get Creative: Think about local chambers of commerce, niche directories, or even online testimonials where a link to your site would make sense.
Manual backlinks take effort, but they’re worth it. For most small businesses, a dozen well-placed links can significantly improve search rankings!
6. Add PPC Advertising
Once your SEO is humming, PPC (Pay-Per-Click) ads can supercharge your efforts.
- Save Money with Optimization: We suggest doing this only AFTER your site is already optimized because you’ll pay less for your Google Ads. Otherwise, you’re paying what we, internally, call the “stupid tax.” When your page isn’t optimized for the keyword you’re buying, Google will let you do it but it will be at a higher cost because your “relevancy score” will be worse.
- Target Specific Goals: Use PPC for seasonal services, discounts, or geographic areas you can’t reach with SEO alone.
- Pro Tip: Don’t forget to use negative keywords!
- Don’t Forget: Google Ads is the biggest player in this space but don’t forget Facebook Ads too. Each has it’s strengths and the key is knowing which is the right fit for your circumstances and goals.
- Not ready to DIY this? No problem! We’ve been doing this for many years and can help you with any Google Ads management or Facebook Ads management you might need.
7. Engage on Social Media
Yes, social media still matters. Even if it’s not a direct sales driver, it’s a trust builder. Most people still research companies before buying, especially for large purchases. If your social profiles suggest that you’re engaged, active, and putting in effort, they’ll conclude that you probably handle your services the same way. You don’t want to give the impression that you don’t bother, don’t care, and don’t even try…
- Stay Active: Post regularly to show you’re engaged and up-to-date.
- Be Visible: An active social profile can sway customers when they’re deciding between you and a competitor.
- Too busy? We have options like SocialBuzz and SocialStream that can help with that.
Wrapping It Up
Improving your SEO rankings is a marathon, not a sprint. However, by following this roadmap and handling things in the right order, you’ll see better results, save money, and gain more visibility. Remember, every little tweak adds up, so keep at it. And if this feels overwhelming, we’re here to help!
ScamWatch: Paying For Leads That Should Be Free
Last Updated: December 30, 2024
This edition of ScamWatch deals with something we’re seeing at an increasing rate. It’s very possible that some of these cases are not so much a scam as they are just opportunistic greed, but either way, it’s something you should be on the lookout for. We’re seeing links to profile pages from pay-per-lead providers like Thumbtack, HomeAdvisor, Angi, or Housecall Pro end up in the “Website” or “Booking” fields of Google Business Profiles (GBPs) and other online directories. This causes visitors to be sent to platforms where every call, click, or email becomes a billable event, instead of free, organic leads.
Let’s break it down and talk about how to protect your hard-earned traffic.
Why It’s Happening
Sometimes, these links appear in your GBP or directories without your knowledge. It could happen for a variety of reasons:
- Automated Systems: It’s possible that an automated integration between your accounts and the lead provider is populating this information.
- Lead Providers Themselves: We’ve seen instances where providers may insert their links without explicit permission.
The result? Customers you’ve worked hard to attract are directed to a lead provider’s page. Instead of contacting you directly, they’re routed through a paid platform that charges you for traffic that YOU generated.
Why It’s a Problem
- You’re Paying Twice for Leads: Imagine spending money on ads or SEO to bring people to your business, only to send them to a paid lead provider. It’s like paying to build a bridge and then getting charged a toll to cross it.
- No Added Value: These links don’t provide any extra functionality you couldn’t offer yourself. Adding a booking form to your own website is simple, effective, and most importantly, FREE.
- Lost Trust: Customers may think the pay-per-lead page is your actual business website, which can be confusing and may reduce credibility.
What to Watch For
Specifically, we’ve recently seen cases where Thumbtack links appear in the “Booking Link” section of GBPs. Our clients have told us they didn’t add these links themselves, nor did they approve them being added on their behalf. This sneaky placement can go unnoticed for months, costing businesses hundreds or even thousands of dollars.
How to Fix It
- Audit Your Online Profiles Regularly: Check your Google Business Profile, Yelp, and other directories to ensure your website and booking links point to your own site.
- Replace Paid Links: If you see a link to a pay-per-lead provider, replace it with a link to your own website or a booking form.
- Add Booking Features to Your Website: Integrate a simple booking form on your site. Many platforms, like WordPress or Squarespace, make this easy with plugins or built-in tools.
- Check for Automated Systems: Investigate whether integrations or APIs from lead providers are automatically updating your profile fields. Disable or adjust these settings as needed.
- Stay Vigilant: Monitor for any unauthorized changes and act quickly to correct them.
Take Back Control of Your Leads
Lead providers have their place, but you definitely shouldn’t pay them for traffic you’re already generating. Plus, by driving traffic that you generated to these paid services, you’re artificially inflating their numbers and making the service look more effective than it actually is. By keeping a close eye on your profiles and ensuring all links point to your own assets, you can save yourself money and ensure your marketing efforts truly pay off.
Don’t let sneaky links drive up your costs—stay in control and keep those leads flowing directly to your business!
