Not all business owners are tech-savvy. This is why they rely on agencies and developers to build their websites. Some also opted to create a website using their Google business profile to allow them to create a site without tech knowledge.
Unfortunately, Google announced that it would officially shut down websites created with Google Business Profile early this year. Over 21.7 million websites have been affected by this decision since Google shut down their websites last March 2024. Visitors who visited these sites were redirected to the company’s Google Business Profile for a limited time.
Now that this is no longer available, what should business owners do? How does this affect your business? In this article, let’s talk about your options and how you can protect your online presence in the future.
Why Were Sites Created With a Business Profile from Google Discontinued?
Image Credit: WPBeginner
Google has a history of discontinuing its products, features, and tools as it comes up with new solutions it deems would improve things for its users. Fortunately, they give ample time for their users to make changes.
As it discontinued the websites (those that ended in business.site and negocio.site) created with a Business Profile on Google in March, it gave users a few months to make necessary adjustments. The service was officially sunset on June 10, 2024. If you visit one of these websites, you will get a “Page not found” error.
Google advised business owners to create a new website using other tools and add their new website to their Business Profile.
Is Google Business Profile Being Discontinued Too?
The concern about whether Google Business Profile (previously called Google My Business) will also be discontinued is a logical one, especially since this is a useful service to businesses. Almost 78% of local business searches lead to a physical visit within a week.
Fortunately, Google says that Business Profiles remain unchanged and will continue to serve users. Through this, brands can do the following:
- Showcase their business
- Share relevant information, business updates, and links to socials
- Let customers contact them with a phone number
- Attract customers with photos
- Provide business hours and driving directions
- Share the link to the official website
Businesses that did not have a website of their own were provided with an option to create a free site using Google Business Profile sites. This was helpful to a lot of small business owners as it allowed them to create a free site to generate leads, drive traffic, and take advantage of local searches.
Now that this is no longer available, what should business owners do instead?
What’s Next for Your Brand?
If you were among the 20+ million users who were affected by this change, Google suggests that you make a website of your own that you have full control over. Sadly, this will no longer be a free option for you since you’ll need to pay for domain registration, hosting, and the other fees involved. But do you need a website?
Step 1: Do You Need a Website, Really?
Even if you have a Business Profile on Google and active social media channels, having a website can be something you’ll miss out on. Here are some reasons why you need a website:
- Get listed in business directories
Image Credit: YellowPages.sg
Having a website can allow you to be listed on business directories other than Google. A website will make you appear professional and provide accurate information to your potential customers. Some of the top business directories in Singapore include:
- Yellow Pages
- Streetdirectory
- Angloinfo Singapore
- Yelu
- Times Business Directory
- Singapore Business Directory
- Yelp
- Hotfrog
- Kompass
- Expat.com
- Boost your brand’s online visibility
Image Credit: Google
If customers can’t find you online, does your brand truly exist? In this day and age, you must build your physical brand online too. When your business is listed on one of the directory listings, your local business gets verified by Google as a legitimate business.
- Appear professional
Image Credit: Lola’s Cafe
76% of users now assess the online presence of a business before paying a visit. 44% of consumers use search engines to look up information on a particular business. They also look for the business on social media to see any relevant information that can help prepare them for their physical visit.
These benefits outweigh the costs of not having a website. If you prefer, you can start a simple website using one of the following platforms so they won’t cost you a lot of money:
- WordPress
- Personal: SGD 12/month
- Premium: SGD 21/month
- Business: SGD 44/month
- Wix
- Lite: SGD 21/month
- Core: SGD 35/month
- Business: SGD 42/month
- Business Elite: SGD 208/month
- Enterprise: Custom pricing
- Squarespace
- Personal: SGD 21/month
- Business: SGD 30/month
- Commerce (Basic): SGD 35/month
- Commerce (Advanced): SGD 64/month
- PrestaShop
- Classic: Free
- Hosted: Starts at SGD 34/month
- Custom: Custom pricing
- Weebly
- Free
- Personal: SGD 13/month
- Professional: SGD 16/month
- Performance: SGD 34/month
- Shopify
- Basic: SGD 38/month
- Shopify: SGD 103/month
- Advanced: SGD 391/month
Out of the options listed, WordPress is considered the most popular website builder with over 835 million websites using it. You can create a simple website just to showcase the relevant information of your business. This will help drive customers to visit your physical store or get in touch with you.
Step 2: Invest in Local SEO
As its name suggests, local SEO is the process of optimising your website to appear on the local search engine results page. A good way to explain this is to give an example.
Let’s say you’re running a doughnut shop in Tampines Mall. You can use local SEO strategies to appear whenever people are searching for “doughnuts in Tampines” or “best doughnuts in near me.”
A good reason why you should invest in local SEO is because you will be targeting searches that have a high purchase intent.
Here are important statistics to know about local SEO:
- 80% of local searches convert
- 62% of customers ignore businesses without a presence online
- 49% of consumers prefer buying from brands with a local presence
- 28% of local searches lead to a purchase
- 18% of purchases from local searches happen within a day
- Searches with “near me” or “close by” have increased in the past two years
Another reason why local SEO is recommended to use is because there is less competition online. You’ll have a better chance at ranking in local searches compared to global searches.
56% of local businesses have claimed their listing on Google Business Profile, which helps boost their local SEO. Without a doubt, Google is the most important and widely used search engine in the world. This is why it’s best that you use all of the tools that Google offers to make your company appear on a search results page.
Having established the importance of local SEO, how do you optimise your website for it?
- Choose the right keywords
These days, there are a variety of tools you can use to help you choose strategic keywords to use in your local SEO strategy. As a business owner, you will need to discover the keywords that people are using and optimise your website content to suit them.
You can also work with a digital marketing agency in Singapore to help with your local SEO. This way, you no longer have to get down to the nitty-gritty stuff and focus on strategic sales instead.
- Get backlinks
To get your local SEO strategy to work, you need to build credibility. You can achieve this through the use of backlinks or citations from other authority websites in your niche. In your case, getting listed on one of the business directories mentioned above can already help as a backlink.
- Create helpful content
The next thing to do is start producing great content to publish on your website. This will draw in more people to visit your website and increase traffic. It can also be useful in converting casual site visits into paying customers.
When creating content, remember to follow these tips:
- Target keywords with your content
- Create location-specific content to rank locally
- Link to relevant content on other websites and your own
- Share your content on social media and your email list
- Write for humans, not robots (or Google)
We suggest working with seasoned digital experts to help make your local SEO strategy stand out. Give us a call today to learn more about how we can optimise your website for the local market.
Step 3: Update Your Google Business Profile
Image Credit: Google
When you’re done publishing your website, the last thing left to do is to update your Business Profile on Google. You will need to open your Google Business Profile account or search for your business name.
Next, simply follow these steps:
- Click on “Info” on the upper left side of the dashboard
- Scroll to the “Website” field. Click on the pencil icon to edit.
- Type in your new website address. Click “Apply” when done.
After this, Google will ask to verify your new address. Follow the instructions provided by Google, which includes verifying domain ownership or adding a code to your HTML. Once it has been verified, your new website will appear on your listing.
It may take a few days for your Business Profile to be updated and reflect the new website address. You can take this time to update the other online listings and directories to ensure your website address remains consistent.
Top Trends to Optimise Your Google Business Profile
Image Credit: Google
Now that you’ve successfully changed your website on your Business Profile, the next thing you’ll want to do is to make sure your listing is optimised. Here are some tips for optimising your listing:
- Regularly update your profile: Make sure that your profile information is up-to-date with other websites, including your social media pages.
- Claim and verify your Google Business Profile listing: If you still haven’t verified your profile, you’re missing out on a lot of things. Make sure to verify your profile so you can increase search visibility and brand credibility.
- Use high-quality photos: Increase your engagement rates by regularly posting updates to your profile. Use high-quality images that are relevant to your business.
- Be active in managing Google Reviews: Encourage customers to leave reviews. At the same time, see to it that you respond to these reviews to increase engagement and show your professionalism.
- Use Google Business Profile Insights: Your Google Business Profile has an insights section that can help let you know how well your marketing strategy is doing. You can use this data to make necessary adjustments.
- Regularly share updates on Google Posts: Aside from updating your followers on social media, it’s also advisable to post updates on Google Posts. This will keep your audience informed of your new offers and news.
- Promote your Google Business Profile: When you join events and trade shows, promote your business through your Google Business Profile. This will help improve your searchability online.
Doing these things can be a big help in promoting your business online.
Sites Created From A Google Business Profile Are Gone
Optimising your Google Business Profile listing is not a one-time task. You will need to regularly monitor and make adjustments based on your analytics and insights. These tools provide valuable information on your user interactions, popular times, and other information.
You can hire an expert to help optimise your Business Profile on Google using the recent trends and what your insights say.
Frequently Asked Questions
Is Google Business Profile Free?
Yes, Google Business Profile is a free tool that allows businesses to manage their online presence across Google, including Search and Maps. However, there may be additional costs if you choose to use paid services like Google Ads to promote your listing.
How to Get My Business on Google?
To get your business on Google, you need to create a Google Business Profile. This involves signing into your Google account, searching for your business to see if it already exists, and then claiming or creating a new profile. Once verified, you can manage your business information, respond to reviews, and more.
What size image for Google Business Post 2024?
As of 2024, the recommended image size for a Google Business post is 1200 x 900 pixels. Ensure the image is high-quality and relevant to your business to make the best impact.
Why are my photos rejected on my Google Business Profile?
Photos may be rejected on your Google Business Profile if they don’t meet Google’s guidelines. Common reasons include poor image quality, inappropriate content, or overly promotional images. Ensure your photos are clear, relevant to your business, and adhere to Google’s content policies.
