For U.S. businesses relying on local search visibility, the Google Business Profile (GBP) is a critical component of their online presence. However, as Google continues to evolve its tools and services, changes such as the shutdown of GBP-powered websites have created new challenges and opportunities for local SEO. One of the most important actions a business can take is to ensure that the website URL linked to its GBP is optimized for local search performance. This article explores the significance of updating the website URL in GBP, the implications for multi-location businesses, and the steps to correctly implement this change without harming SEO efforts.
The Impending Shutdown of Google Business Profile Websites
Google has announced that it will be shutting down all websites created using the Google Business Profile platform. This change, which began in March 2024, means that the URLs ending in .business.site will no longer be functional. By June 2024, these URLs will no longer redirect to the GBP profile and will instead result in a 404 error. This is a major shift for businesses that have been relying on these free websites to attract local customers.
According to the source data, over 20 million businesses have been using GBP-powered websites. With these sites being phased out, it is now more important than ever for businesses to ensure that their GBP profile is linked to a fully functional, SEO-optimized website. If a business already has a custom domain connected to its GBP, no changes are necessary. However, businesses that have relied solely on the .business.site URL must take action to link their GBP to a new, self-hosted website.
The Importance of Updating the Website URL in GBP
The website URL associated with a GBP plays a crucial role in local SEO. When potential customers click the "Website" link on a GBP listing, they are directed to the business's website. If this URL points to a non-functional or outdated site, it can lead to confusion, lost traffic, and a negative impact on local search rankings.
The source data emphasizes that for multi-location businesses, it is recommended to link the GBP to a location-specific page rather than the homepage. This practice can help improve the relevance of the website for local searches in each specific area. For example, a plumbing business operating in multiple U.S. states should link each GBP listing to a page that is optimized for the corresponding location. This increases the likelihood of appearing in the local pack (the top three local search results) for location-specific queries.
For businesses with only one or two locations, the source data suggests that linking the GBP to the homepage is acceptable. In these cases, the homepage is likely already optimized for the business’s primary service area and can serve as a strong local SEO asset.
How to Change the Website URL in Google Business Profile
To update the website URL in GBP, follow these steps:
- Conduct a Google Search for your business using its exact name while logged into the Gmail account associated with your GBP.
- Look for the "Edit profile" option on your GBP dashboard.
- Click on the pencil icon next to the "Website URL" field.
- Enter the URL of the new website you want to link to the GBP.
- Save the changes.
It is important to ensure that the new URL is correctly formatted and that the website is fully functional. Once the change is made, visitors clicking the "Website" link on the GBP will be directed to the new URL.
Best Practices for Updating the Website URL
When updating the website URL in GBP, consider the following best practices to ensure the change supports local SEO goals:
- Choose the right URL: For multi-location businesses, use a location-specific page rather than the homepage to improve local relevance.
- Ensure the website is optimized: The new website should be optimized for local SEO, including localized content, correct NAP (Name, Address, Phone Number) information, and relevant keywords.
- Use a custom domain: If possible, use a custom domain rather than a
.business.siteURL. Custom domains are more trustworthy and can improve click-through rates from GBP listings. - Verify the change: After updating the URL, verify that it works correctly by clicking the "Website" link on the GBP listing.
Reverification and Continued Local Visibility
Changing the website URL in GBP may trigger a reverification process. Google may require businesses to confirm their new address or website information to maintain local visibility. The source data indicates that reverification can be completed through video submissions on the Google Business Profile app.
It is important to complete the reverification process as quickly as possible to avoid any delays in local search visibility. During this time, the GBP may not appear in local search results until the new information is confirmed.
Tools to Support Local SEO After Updating the Website URL
After updating the website URL in GBP, it is essential to continue monitoring and improving local SEO performance. The source data highlights several tools that can support these efforts:
- Duplicator: This WordPress plugin allows businesses to create backups of their website. In the event of an issue with the new site, a backup can help restore functionality quickly.
- MonsterInsights: This Google Analytics plugin provides detailed insights into local traffic and conversions. It helps businesses understand whether the updated website is effectively supporting local SEO goals.
These tools can help businesses stay proactive in their local SEO strategy and make data-driven decisions to improve performance.
Conclusion
Updating the website URL in Google Business Profile is a critical step for businesses looking to maintain and improve their local SEO performance. As Google continues to phase out GBP-powered websites, businesses must ensure that their GBP is linked to a fully functional, SEO-optimized website. For multi-location businesses, linking to location-specific pages can enhance local relevance and increase the chances of appearing in the local pack. For single or two-location businesses, the homepage is an appropriate choice. By following best practices and using the right tools, businesses can successfully navigate this transition and strengthen their local online presence.