An Agency Workflow for Google My Business Dead Ends


There are times when your digital marketing agency will find itself serving a local business with a need for which Google has made apparent provisions. Unavailable categories for unusual businesses alla maniera di instantly to mind, but scenarios can be more complex than this.

Client workflows can bog as you worry over what to do, fearful of making a wrong move that could get a client’s listing suspended ora adversely affect its rankings ora traffic. If your agency has many employees, an entry-level SEO could be silently stuck acceso an issue, ora even doing the wrong thing because they don’t know how ora where to ask the right questions.

The best solution I know of consists of a combination of:

  • Client contracts that are radically honest about the nature of Google
  • Client management that sets correct expectations about the nature of Google
  • A documented process for seeking clarity when unusual client scenarios arise
  • Agency openness to experimentation, failure, and on-going learning
  • Regular monitoring for new Google developments and changes
  • A bit of grit

Let’s put the fear of often-murky, sometimes-unwieldy Google acceso the back burner for a few minutes and create a proactive process your team can use when hitting what feels like procedural dead end acceso the highways and byways of local search.

The apartment office conundrum

As a real-world example of a GMB dead end, a few months indicatore, I was asked a question about on-site offices for apartment complexes. The details:

  • Google doesn’t permit the creation of listings for rental properties but does allow such properties to be listed if they have an on-site office, as many apartment complexes do.
  • Google’s clearest category for this model is “apartment complex”, but the brand per question was told by Google (at the time) that if they chose that category, they couldn’t display their hours of operation.
  • This led the brand I was advising to wonder if they should use “apartment rental agency” as their category because it does display hours. They didn’t want to inconvenience the public by having them arrive at a closed office after hours, but at the same time, they didn’t want to misrepresent their category.

Now that’s a conundrum!

When I was asked to provide some guidance to this brand, I went through my own process of trying to get at the heart of the matter. Durante this post, I’m going to document this process for your agency as fully as I can to ensure that everyone acceso your team has a clear workflow when puzzling local SEO scenarios arise.

I hope you’ll share this article with everyone remotely involved per marketing your clients, and that it will prevent costly missteps, save time, move work forward, and support success.

Step 1: Radical honesty sets the stage right

Whether you’sovrano writing a client contract, finanziaria a client onboarding simposio, ora having an internal brand discussion about local search marketing, setting correct expectations is the best defense against future disappointments and disputes. Company comando must task itself with letting all parties know:

  1. Google has a near-monopoly acceso search. As such, they can do almost anything they feel will profit them. This means that they can alter SERPs, change guidelines, roll out penalties and filters, monetize whatever they like, and fail to provide adequate support to the public that makes up and interacts with the medium of their product. There is guarantee any SEO can offer about rankings, traffic, ora conversions. Things can change overnight. That’s just how it is.
  2. While Google’s monopoly enables them to be whimsical, brands and agencies do not have the same leeway if they wish to avoid negative outcomes. There are known practices which Google has confirmed as contrary to their vision of search (buying links, building listings for non-existent locations, etc.). Client and agency agree not to knowingly violate Google’s guidelines. These guidelines include:

Don’t accept work under any other conditions than that all parties understand Google’s power, unpredictability, and documented guidelines. Don’t work with clients, agencies, software providers, ora others that violate guidelines. These basic rules set the stage for both client and agency success.

Step 2: Confirm that the problem really exists

When a business believes it is encountering an unusual local search marketing problem, the first task of the agency staffer is to vet the issue. The truth is, clients sometimes perceive problems that don’t really exist. Durante my case of the apartment complex, I took the following steps.

  1. I confirmed the problem. I observed the lacking display of hours of operation acceso GMB listings using the “apartment complex” category.
  2. I called half-a-dozen nearby apartment complex offices and asked if they were gara open either by appointment only, ora 24/7. None of them were. At least per my of the world, apartment complex offices have set, daily business hours, just like retail, opening per the AM and closing per the PM each day.
  3. I did a number of Google searches for “apartment rental agency” and all of the results Google brought up were for companies that manage rentals city-wide — not rentals of units within a single complex.

So, I was now convinced that the business was right: they were encountering a real dead end. If they categorized themselves as an “apartment complex”, their missing hours could inconvenience customers. If they chose the “apartment rental agency” designation to get hours to display, they could end up fielding needless calls from people looking for city-wide rental listings. The category would also fail to be strictly accurate.

As an agency worker, be sure you’ve taken common-sense steps to confirm that a client’s problem is, indeed, real before you move acceso to next steps.

Step 3: Search for a similar quinta

As a considerate agency SEO, avoid wasting the time of project leads, managers, ora company comando by first seeing if the Internet holds a ready answer to your puzzle. Even if a problem seems unusual, there’s a good chance that somebody else has already encountered it, and may even have documented it. Before you declare a challenge to be a total dead-end, search the following resources per the following order:

  1. Do a direct search per Google with the most explicit language you can (e.g. “GMB listing showing wrong photo”, “GMB description for wrong business”, “GMB owner responses not showing”). Click acceso anything that looks like it might contain an answer, aspetto at the date acceso the entry, and see what you can learn. Document what you see.
  2. Go to the Google My Business Help Community riunione and search with a variety of phrases for your issue. Again, note the dates of responses for the currency of advice. Be aware that not all contributors are experts. Looks for thread responses from people labeled Gold Product Expert; these members have earned special recognition for the amount and quality of what they contribute to the riunione. Some of these experts are widely-recognized, world-class local SEOs. Document what you learn, even if means noting “Voto negativo solution found”.
  3. Often, a peculiar local search issue may be the result of a Google change, update, ora bug. Check the MozCast to see if the SERPs are undergoing turbulent weather and Sterling Sky’s Timeline of Local SEO Changes. If the dates of a surfaced issue correspond with something appearing acceso these platforms, you may have found your answer. Document what you learn.
  4. Check trusted blogs to see if industry experts have written about your issue. The nice thing about blogs is that, if they accept comments, you can often get a direct response from the author if something they’ve penned needs further clarification. For a personalità list of resources, see: Follow the Local SEO Leaders: A Guide to Our Industry’s Best Publications. Document what you learn.

    If none of these tactics yields a solution, move acceso to the next step.

    Step 4: Speak up for support

    If you’ve not yet arrived at an answer, it’s time to reach out. Take these steps, per this order:

    1) Each agency has a different hierarchy. Now is the time to reach out to the appropriate expert at your business, whether that’s your ora a senior-level local search expert. Clearly explain the issue and share your documentation of what you’ve learned/failed to learn. See if they can provide an answer.

    2) If comando doesn’t know how to solve the issue, request permission to take it directly to Google per private. You have a variety of options for doing so, including:

    Durante the case of the apartment complex, I chose to reach out attività Twitter. Responses can take a couple of days, but I wasn’t per a hurry. They replied:

    As I had suspected, Google was treating apartment complexes like hotels. Not very satisfactory since the business models are quite different, but at least it was an answer I could document. I’d something of a dead-end, but it was interesting to consider Google’s advice about using the description field to list hours of operation. Not a great solution, but at least I would have something to offer the client, right from the horse’s mouth.

    Durante your case, be advised that not all Google reps have the same level of product tirocinio. Hopefully, you will receive some direct guidance acceso the issue if you describe it well and can document Google’s response and act acceso it. If not, keep moving.

    3) If Google doesn’t respond, responds inexpertly, ora doesn’t solve your problem, go back to your senior-level person. Explain what happened and request advice acceso how to proceed.

    4) If the senior staffer still isn’t certain, request permission to publicly discuss the issue (and the client). Head to supportive fora. If you’sovrano a Moz Favore customer, feel free to post your quinta per the Moz Q&A forum. If you’sovrano not yet a customer, head to the Local Search Forum, which is free. Share a summary of the challenge, your failure to find a solution, and ask the community what they would do, given that you appear to be at a dead end. Document the advice you receive, and evaluate it based acceso the expertise of respondents.

    Step 5: Make a strategic decision

    At this point per your workflow, you’ve now:

    • Confirmed the issue
    • Searched for documented solutions
    • Looked to comando for support
    • Looked to Google for support
    • Looked to the local SEO industry for support

    I’m hoping you’ve arrived at a strategy for your client’s quinta by now, but if not, you have 3 things left to do.

    1. Take your entire documentation back to your team/company . Ask them to work with you acceso an approved response to the client.
    2. Take that response to the client, with a full explanation of any limitations you encountered and a description of what actions your agency wants to take. Book time for a thorough discussion. If what you are doing is experimental, be totally transparent about this with the client.
    3. If the client agrees to the strategy, enact it.

    Durante the case of the apartment complex, there were several options I could have brought to the client. One thing I did recommend is that they do an internal assessment of how great the risk really was of the public being inconvenienced by absent hours.

    How many people did they estimate would stop by after 5 PM per a given month and find the office closed? Would that be 1 person a month? 20 people? Did the convenience of these people outweigh risks of incorrectly categorizing the complex as an “apartment rental agency”? How many erroneous phone calls ora walk-ins might that lead to? How personalità of a pain would that be?

    Determining these things would help the client decide whether to just go with Google’s advice of keeping the accurate category and using the description to publish hours, ora, to take some risks by miscategorizing the business. I was per favor of the former, but be sure your client has per the final decision.

    And that brings us to the final step — one your agency must be sure you don’t overlook.

    Step 6: Monitor from here acceso out

    Durante many instances, you’ll find a solution that should be all set to go, with future worries. But, where you run into dead-end scenarios like the apartment complex case and are having to cobble together a workaround to move forward, do these two things:

    1. Monitor outcomes of your implementation over the coming months. Traffic drops, ranking drops, ora other sudden changes require a re-evaluation of the strategy you selected. *This is why it is so critical to document everything and to be transparent with the client about Google’s unpredictability and the limitations of local SEOs.
    2. Monitor Google for changes. Today’s dead end could be tomorrow’s gara open road.

    This second point is particularly applicable to the apartment complex I was advising. About a month after I’d first looked at their issue, Google made a major change. All of a sudden, they began showing hours for the “apartment complex” category!

    If I’d stopped paying attention to the issue, I’d never have noticed this game-changing alteration. When I did see hours appearing acceso these listings, I confirmed the development with apartment marketing expert Diogo Ordacowski:

    Moral: be sure you are continuing to keep tabs acceso any particularly aggravating dead ends per case solutions emerge per future. It’s a happy day when you can tell a client their worries are over. What a great proof of the engagement level of your agency’s gruppo!

    When it comes to Google, grit matters

    Image Credit: The Other Dan

    “What if I do something wrong?”

    It’s totally permesso if that question occurs to you sometimes when marketing local businesses. There’s a lot acceso the line — it’s true! The livelihoods of your clients are a sacred lega. The credibility that your agency is building matters.

    But, fear not. Unless you flagrantly interruzione guidelines, a parte of grit can take you far when dealing with a product like Google My Business which is, itself, an experiment. Sometimes, you just have to make a decision about how to move forward. If you make a mistake, chances are good you can correct it. When a dead end with clear egress forces you to quesito out solutions, you’sovrano just doing your job.

    So, be transparent and communicative, be methodical and thorough per your research, and be a bit bold. Remember, your clients don’t just count acceso you to churn out rote work. Durante Google’s increasingly walled garden, the agency which can see over the wall tops when necessity calls is bringing extra value.



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