September 2024 Update: Addressing the Rising Challenge of GMB Spam
The importance of Google Business Profile (GBP) listings continues to grow, as they remain fundamental to a business’s visibility in local search results. However, a troubling trend has emerged: a rising wave of spam listings is undermining the integrity of these platforms. Such listings aim to manipulate Google Maps rankings, giving dishonest businesses an unfair advantage and disrupting legitimate search results.
To safeguard a business’s standing in local search, it is essential to understand how these spam listings function and what steps can be taken to identify and remove them. In this article, we examine the types of Google Business Profile spam listings, the harm they cause, and effective strategies for combating these challenges.
The Problem with GMB Spam Listings
As the digital landscape continues to evolve, deceptive practices are becoming more sophisticated, particularly regarding local search rankings. Among the most pervasive issues are Google Business Profile spam listings. These can include fake profiles, names overloaded with keywords, and outdated listings—all of which skew the competitive landscape.
These tactics do more than just harm businesses. They also confuse potential customers, who may inadvertently contact non-existent or unreliable services. This results in lost traffic for legitimate businesses and erodes trust among consumers seeking dependable local service providers.
Types of Google Business Profile Spam Listings to Watch For
There are several types of Google Business Profile spam listings that frequently appear on Google Maps. These include fake listings, keyword-stuffed profiles, and outdated or unclaimed entries. Understanding each type is critical to identifying and combating these tactics.
1. Fake Listings
Fake listings are designed to deceive both users and search engines. They may represent non-existent businesses or use inaccurate details to manipulate local rankings. For instance, a business might list a virtual office as its physical address, creating the illusion of a local presence that does not actually exist.
Identifying Fake Listings
- The business name appears unnatural or filled with keywords (e.g., “Top Rated Electrician in London”).
- The listing has few or no genuine reviews, or an overwhelming number of questionable reviews posted in a short period.
- No website URL is provided, or the link directs users to a poor-quality, unrelated website.
- The address suggests a virtual location with no visible contact details or signage.
2. Keyword-Stuffed Listings
Keyword stuffing in business names is a technique used to artificially enhance rankings for specific search terms. While Google’s algorithms attempt to prioritise legitimate businesses, these manipulative profiles can still emerge, affecting the visibility of authentic competitors.
Identifying Keyword-Stuffed Listings
- The business name includes unnecessary keywords or promotional phrases (e.g., “Best Local Carpet Cleaners – Affordable Prices”).
- The business listing’s name does not match the website URL or any other branding material, indicating possible manipulation.
- The description is repetitive and overloaded with search terms, lacking meaningful information.
3. Unclaimed or Outdated Listings
Unclaimed or outdated listings often represent businesses that are no longer active. Despite this, they can still occupy valuable space in search results. These profiles might belong to closed businesses or entries that were never properly maintained or updated.
Signs of Unclaimed Listings
- The profile displays a “Claim this business” prompt, indicating a lack of verification.
- There are no recent updates, customer reviews, or other forms of activity on the profile.
- The business address or other details are outdated, such as incorrect opening hours.
Strategies for Detecting and Addressing GMB Spam Listings
To maintain a competitive edge and ensure accurate search results, businesses should regularly review Google Maps for potential spam listings and take appropriate action. Google offers tools for reporting and rectifying these issues, helping business owners to maintain a clean local search environment.
Using the “Suggest an Edit” Feature
One of the simplest ways to address a spam listing is by using Google’s “Suggest an Edit” function. This tool enables users to propose changes to incorrect information, such as keyword-stuffed names, fake profiles, or duplicate listings.
Steps for Reporting a Spam Listing
- Navigate to the suspicious Google Business Profile.
- Click on the “Suggest an Edit” button.
- Choose the appropriate option to modify the business name, mark the listing as closed or non-existent, or suggest other corrections.
- Submit the suggested changes and wait for Google’s review process to complete.
Submitting a Redressal Form
For more severe cases, such as fraudulent profiles using fake addresses or multiple profiles for the same entity, a redressal form can be submitted to Google. This form allows business owners to present detailed evidence of misconduct, which prompts a manual review by Google’s team.
Completing both the “Suggest an Edit” and the redressal processes can improve the chances of having spam listings removed, as it demonstrates active involvement in maintaining a legitimate profile.
Tools for GMB Spam Detection
Beyond manual audits, several tools are available to help businesses detect and monitor Google Business Profile spam. These resources can automate some aspects of the process, making it easier to identify suspicious activity across multiple locations.
Grid Scanning Tools
Tools like Local Falcon and GMB Everywhere provide grid scanning functionalities, allowing businesses to visualise their Google Maps rankings in various locations. This can reveal areas where a business is outranked by keyword-stuffed or fake listings, helping owners identify and address competition from dishonest profiles.
Regular Profile Audits
Routine audits of Google Business Profiles are essential to ensure information accuracy and combat spam. Checking for duplicate listings, suspicious competitors, and outdated information will help protect a business’s reputation in local search.
Benefits of Removing Google Business Profile Spam Listings
Eliminating spam listings benefits both businesses and users, as it promotes a more accurate and reliable local search experience. When search results display only genuine businesses, legitimate profiles have a greater chance of appearing in the Google local pack. This leads to increased traffic, enhanced user trust, and improved visibility.
Removing spam listings can result in:
- Greater prominence for legitimate businesses in local search results.
- An improved user experience on Google Maps, with fewer irrelevant or deceptive profiles.
- Increased traffic and customer engagement from users seeking authentic local services.
Recommended Actions for Business Owners
Business owners should take an active role in protecting their Google Business Profile from spam. This involves consistent monitoring, prompt reporting, and adherence to Google’s guidelines for business listings. Here are some practical steps:
- Regularly audit your Google Business Profile for duplicate listings, incorrect information, or suspicious activity.
- Use grid scanning tools to monitor your local search ranking across different locations.
- Report any questionable Google Business Profiles using the “Suggest an Edit” function or by submitting a redressal form.
- Stay up-to-date with Google’s guidelines to ensure your profile remains compliant and visible to potential customers.
Conclusion
Google Business Profile spam listings pose a persistent challenge for businesses striving to maintain visibility in the local SEO space. By employing a vigilant approach and leveraging available tools, business owners can defend their rankings on Google Maps and ensure that their profiles provide accurate and trustworthy information.
Regular audits, combined with manual and automated tools, are key to maintaining a credible Google Business Profile. By taking proactive measures against spam listings, businesses can protect their positions in local search results and foster a reliable presence for customers seeking genuine services.
About Search Engine Ascend:
Search Engine Ascend is a leading authority in the SEO and digital marketing industry. Our mission is to offer comprehensive insights and practical solutions to help businesses improve their online presence. With a team of dedicated experts, we provide valuable resources and support to navigate the ever-evolving landscape of digital marketing effectively.
