How to get ahead of the Google Business Profile website shut-down

by | Jan 30, 2024 | Marketing

Google has announced that websites created using Google Business Profiles will be phased out starting March 2024. Initially, visitors will be redirected to the corresponding Google Business Profile. However, come June 10, 2024, visitors will be greeted with a “page not found” error.

How do I know if my website will be affected?

If your domain ends with business.site or negocio.site instead of .com or .ca, your website was built with Google Business Profiles.

This upcoming change can seem daunting, but it’s also an excellent opportunity to refine and strengthen your digital marketing strategy, ultimately increasing leads and sales.

If your business website is hosted on Google’s platform, or you’re not sure if it is, it’s time to think ahead.

Key considerations for your new website

1. Evaluate your current website

Assess how much of your current website needs to transition. Look at pages, content, design, and functionality. Take note of anything that is lacking, such as a non-responsive design.

2. Overhaul your content

Reassess and revamp your content strategy. Focus on creating high-quality, engaging content that is optimized for both search engines and your audience. Consider how changes in keywords and topics can attract your target market to your new site.

3. Transition your SEO

Develop a detailed plan for transferring your current SEO equity to your new website. This includes mapping old URLs to new ones, maintaining keyword rankings, and updating any backlinks to point to your new domain.

4. Redirect your ads

If you’ve been running ads that direct to your Google Business Profile website, update them to point to your new site. This ensures continuity in your advertising efforts and prevents any loss in traffic and leads.

5. Align your email marketing campaigns

Coordinate your email marketing strategy with your new website launch. Use email campaigns to inform your audience about the change, alert them to planned outages, and encourage visits to the new site, highlighting new features that improve the customer journey.

6. Leverage advanced analytics

Ensure that your new website has comprehensive analytics in place. Use these tools to track user behavior, conversion rates, and other key performance indicators. This data is crucial for refining your marketing strategies and website design.

7. Implement new features and technologies

AI-driven personalization, customer service chatbots, and advanced data segmentation are just some examples of new technologies that could give your website a competitive edge and help with meeting shifting customer expectations.

It’s time to get ahead

Changes are coming, but there’s plenty of time to prepare and benefit from this new transition. If you’re feeling overwhelmed, or ready to strengthen your digital presence with a stunning new website that speaks to your brand and drives sales, we’re here to help.